Sustainability Summit Program 2012 by Sonoma Raceway
Welcome to the 2012 Accelerating Sustainable Performance Summit, which brings together innovators and thought leaders from the business, engineering, media, academic and research communities to discuss the next steps in sustainable automotive development and marketing.
Sustainability Summit Program 2012 by Sonoma Raceway
Friday, September 7, 2012
Simraceway Performance Driving Center
Audi Forum | Sonoma, CA
a Summit for
Amyris and the Raceway in Sonoma
welcome you to:
Raceway President & General Manager
Steve Page joined the raceway as President and General Manager in 1991
after 11 years working in marketing and special events for baseball’s Oak-
land Athletics where, among other responsibilities, he served as coordinator
for the 1987 MLB All-Star Game. Before entering the sports arena, he spent
several years on Capitol Hill as press secretary for U.S. Congressman Leon Panetta. He is
a graduate of the University of California at Berkeley. Page was the principal advocate for
the raceway’s $100 million modernization project, which has transformed the facility into
one of the premier motor racing venues in the country.
Keynote Speaker: Driving Change Through
Major Sports Events
Sportsman, Businessman and Change Agent
Neill Duffy’s professional career spans some 25 years in the sports and
entertainment industry with the last five years having been focused on the
“space” at the intersection of sport and sustainability. During this time he has
held various senior executive leadership positions including that of President
of Octagon Europe Middle East Africa, Chief Marketing and Sustainability Officer for the 34th
America’s Cup, Group Managing Director of Octagon South Africa and Executive Chairman
of Tribe Management. To best capture the biggest opportunity that Neill believes exists in
the world of sports today, Neill has developed SPORTS IMPACT MARKETING, a proprietary
model that enables sports organizations to go beyond simple philanthropy and corporate
social responsibility to embrace sustainability as a core business driver.
Welcome to today’s summit, which brings together innovators and thought leaders from
the business, engineering, media, academic and research communities to discuss the next
steps in sustainable automotive development and marketing. Thank you for attending.
8:00 a.m. Check-in and Continental Breakfast
9:00 a.m. Welcome & Introductions
9:10 a.m. Keynote Speaker: Neill Duffy
9:40 a.m. Panel 1: Sustainable Performance Ranking Metric
10:45 a.m. Break
11:00 a.m. Panel 2: The State of Sustainable Racing
11:40 a.m. Break
11:50 p.m. Track Demonstration Briefings
12:20 p.m. Lunch and Industry Networking
1:00 p.m. Sustainable Performance Track Demonstrations
1:45 p.m. U.S. Commercial Service Cleantech Forum
3:00 p.m. Wine Reception at the Audi Forum
summit Moderator and sustainable performance
ranking metric presenter
Sustainable Programs Director at Dominican University of California
Joey Shepp is an Internet entrepreneur, professional speaker, and sustain-
ability consultant. He is the Green MBA Program Director at Dominican
University of California and Principal Consultant at Earthsite, a digital media
agency for sustainable brands. Shepp consults with brands on how to lever-
age digital media for sustainability communications. In his 15+ years of experience, Shepp
has developed hundreds of green business websites and speaks extensively at green and
technology conferences. Shepp holds a degree in Ecological Design from UC Santa Cruz,
an MBA in Sustainable Enterprise from Dominican University of California and is a black belt
in Aikido. He lives and works in the North Bay Area, California.
Morning Panel 1:
Sustainable Performance Ranking Metric
For some automotive consumers, a car’s environmental footprint is the principal factor in their
purchase decision. For others, it’s purely about the car’s capabilities on the road. But most new
car buyers probably fall somewhere in between—they want to do the right thing environmentally,
but are not willing to give up value and performance. Traditional marketing efforts to the horse-
power and performance car enthusiast carry little mention of efficiency, emissions or any other
green factors. It’s as if a positive environmental profile would imply sacrificing the qualities those
consumers care most about. In reality, there are probably two false assumptions:
1. That performance car buyers don’t care about the environment.
2. That sustainability and performance are mutually exclusive concepts.
To address this need, the raceway, in collaboration with Dominican University of California’s
Green MBA program, has developed a beta version of a new rating system combining the fac-
tors most closely associated with both sustainability and performance into a single metric.
Publisher of Sonoma Index-Tribune
David Bolling, editor and publisher of The Sonoma Index-Tribune and SO-
NOMA magazine, is a veteran and award-winning journalist, author, editor,
publisher and filmmaker with a parallel career as an environmental activist.
He has won more than 50 state and national awards for his writing, editing and photojour-
nalism, and his documentary film, “Living and Dying on Everest,” won a 2004 Award of
Excellence from The Videographer Awards. Bolling has been a Sonoma Valley resident for
more than 30 years and spent 13 years as the Editor and co-publisher of the News-Herald,
a 52,000 circulation Santa Rosa, California weekly. He was also the co-founder and editor
of Sonoma Business magazine (now NorthBay Biz).
Morning Panel 1:
Sustainable Performance Ranking Metric
Tony Andreoni, P.E.
Director of Regulatory Affairs, Calif. Municipalities Utilities Association
Tony Andreoni joined the California Municipal Utilities Association in 2010 as
the Director of Regulatory Affairs, where he is responsible for representing
the association before the maze of state agencies impacting public energy
and water utilities. Prior to joining CMUA, he worked in state government
for 18 years. Most recently he served at the California Air Resources Board, as Chief of the
Research & Economics Studies Branch. Andreoni also held several agency-wide positions
managing projects and providing technical, regulatory, economic, and policy consultation.
He managed a number of high-profile regulatory and incentive programs for clean vehicles,
and programs to reduce emissions for commercial refrigeration systems and automotive
consumer products. He also oversaw the Board’s economic analysis on the Renewable
President and CEO of Novvi
Jeff Brown has extensive experience leading new technologies to market
and is a pioneer in the field of renewable lubricants. Prior to becoming
President and CEO of Novvi, he started and led the lubricants business at
Amyris. He founded Yutomi, a company commercializing environmentally
friendly lubricants and has many years of experience leading petroleum research programs.
Brown has worked in the solar industry as Directory of Engineering at Xerocoat. He has
worked at Applied Materials and Motorola as an engineer developing new products and
technologies. Brown has many patents and publications to his name. Brown holds an MS in
Mechanical Engineering from Stanford University and a BS in Mechanical Engineering from
the University of Michigan.
Associate Professor Mechanical & Aerospace Engineering, UC Davis
Paul Erickson received his Bachelors and Masters Degrees in Mechani-
cal Engineering at Brigham Young University. He worked as a consultant
in Advanced Energy Systems between his masters and PHD degrees. He
received his doctoral degree from the University of Florida speciallizing
in fuel cell and hydrogen powered vehicle systems. Dr. Erickson joined the faculty of the
University of California at Davis in the Mechanical and Aerospace Engineering Department
in 2002. Dr. Erickson is currently an Associate Professor at UC Davis and teaches courses
in Thermodynamics, Internal Combustion Engines, Advanced Energy Conversion Systems,
and Instrumentation. He is an executive committee member of the Institute of Transporta-
tion Studies (ITS-Davis). He serves on International Review Panels regarding Hydrogen
Systems and Fuel Cell Technology. The emphasis of his research is on energy conversion
and hydrogen production for both future vehicles and stationary power applications.
Mark Vaughn is West Coast Editor of Autoweek magazine. Autoweek covers
all forms of motor racing, from the complete seasons of IndyCar, ALMS,
NASCAR and NHRA dragsters to an occasional story about lawn mower
racing. It also covers new cars, old cars, fast cars and slow cars. Among the
latter group is Vaughn’s own, personal Mitsubishi i, the smallest, cheapest
electric car sold in America. Since he lives in Los Angeles and drives an EV, his Detroit-
based editors assume he is, “...one of those tree-hugging communists out there.” He has
engineered and installed several green technologies on his own home, with varying degrees
of success, ranging from a solar-powered shower to various grey water applications. Solar
panels are due on the roof next month. Once he gets the rainwater reclamation project up
and running, he’ll be off the grid for good. So talk to him now while you have the chance.
Morning Panel 2:
the state of sustainable racing
The raceway worked with the Green MBA program at Dominican University to produce a
comprehensive research report on the State of Sustainable Racing, 2012. This first-of-its-
kind research looks at 16 cutting-edge case studies in alternative fuel and electric racing.
Some of the race series studied include the NASCAR Sprint Cup Series, IZOD IndyCar®
Series, American Le Mans Series (Michelin Green X Challenge), National Electric Drag
Racing Association (NEDRA) and more.
In this panel, we’ll hear from the leaders in Sustainable Racing about where the industry is
at today and where it is headed. We’ll ask how Sustainable Racing can influence con-
American LeMans Series, International Motor Sports
Scot Elkins is the Chief Operating Officer for both the American Le Mans
Series presented by Tequila Patrón and the International Motor Sports
Association (IMSA). His primary focus is the day-to-day operation of both
the race series and the sanctioning body, coordinating with race teams, engine, tire, and
chassis suppliers, and keeping the series on the leading edge of automotive technology de-
velopment. He is also tasked with future race venue development and is the primary liaison
with the ACO, the organizing body for the prestigious Le Mans 24 Hours.
Prior to joining IMSA, Elkins was the Technical Director, Operations for the Champ Car
World Series where he oversaw the introduction and design of the new open wheel chassis
the DP-01. He also has prior race engineering experience in NASCAR, INDYCAR, the
Atlantic Championship Series, the Skip Barber Race Series and with the United Kingdom-
based company, Cosworth Electronics. Elkins graduated from Indiana State University with
a degree in Manufacturing Engineering Technology.
Tim Collins is a serial entrepreneur with a vision for technology and finance.
He has extensive investment banking experience, having started an invest-
ment banking firm at 23 and turning it into Collins Securities Corporation, an
institutional investment boutique. He brings a 45-year career of success in
identifying emerging paradigms and in running two highly successful investment banks and
a publicly traded extractive resource company. He founded several startups, managed IPOs
and private financings of numerous disruptive technology companies. Collins is also CEO of
Security Research Associates, a Bay Area Investment Banking firm specializing in technol-
ogy companies and impact investments.
Marshall Pruett is the Auto Racing Editor and Sports Car Racing Editor at
SPEED.com and covers the IZOD IndyCar® Series full-time. He began
working at SPEED.com in 2006 and has specialized in recent years in the
INDYCAR Series , the No. 1 form of open-wheel racing in the United States,
featuring such drivers as Dario Franchitti, Helio Castroneves and Will Power. Pruett studied
at the University of San Francisco.
Motorsports Manager for Yokohama Tire Corporation
Duane Sampson joined Yokohama in 2006 as part of the Performance
Marketing group and oversees the many facets of Yokohama Motorsports
in the United States. These include the management and service of the
teams competing on Yokohama tires in the American Le Mans Series
(ALMS), IMSA GT3 Cup Challenge by Yokohama, Southern California Off-Road Enthusiasts
(SCORE), Lucas Oil Off-Road Racing Series (LOORRS) and many other sanctioning bod-
ies. Sampson also works closely with strategic partners on projects that advance the aware-
ness and image of Yokohama’s technology and commitment to sustainable performance.
CalSol Team Lead
Michael Vogel is beginning his third year at the University of California
Berkeley with a major in Electrical Engineering. Vogel joined CalSol in his
first year at UC Berkeley and quickly began to make a name for himself in
battery protection and high powered systems, in addition to taking over all
the team’s artistic design. He has now participated in two international solar vehicle compe-
titions in all parts of the world, and gained a lot of experience in the process. In the future
as Team Lead, Vogel is looking to bring CalSol to new heights of performance, stability and
On-Track Demonstrations By:
To set EV
U.S. Commercial Service CleanTech forum
Find out how small and medium-sized cleantech companies are selling their products and
services around the world. You’ll learn about intellectual property protection, manufactur-
ing, getting paid, conducting due diligence on foreign partners and much more. Executives
who’ve penetrated foreign markets will tell you how it’s done. Representatives of the U.S.
Export-Import Bank and the U.S. Commercial Service will show you how the U.S. government
can help. Join us for an interactive session with the following speakers: Linda Maepa, COO,
ElectronVault, Inc.; Mark Stephenson, Area Manager, Palo Alto Research Center Water Tech-
nologies; Gary Zieff, COO, dissigno; Jim Happ, CEO, Labcon; Rob Guthrie, Senior Business
Development Officer, U.S. Export-Import Bank; Elizabeth Krauth, Director, U.S. Commercial
Service North Bay.
For a complete recap of today’s summit, more information on the Accelerating Sustainable
Performance program at the Raceway, please visit:
ABOUT THE RACEWAY’S SUSTAINABILITY EFFORTS
The raceway in Sonoma has established itself as a North American hub for emerging tech-
nologies related to sustainability and performance in motor sports, as well as a consumer
Whether it was a major Panasonic solar installation of nearly 1,700 panels at the raceway or
electric motorcycles zooming around the circuit, the raceway has continued to prove that you
don’t have to sacrifice performance for sustainability. The raceway also makes it a priority to
take an active role in sustainability. Whether it’s the 3,000 sheep that mow the facility or the 20
or more owl boxes that maintain the property. The raceway has also recycled more than 272
tons of materials (545,745 pounds) since 2004.
In addition, the raceway partners with NASCAR on the Green Clean Air program, which is
designed to help capture the carbon emissions produced by racing. NASCAR will donate a
minimum of 50 trees following this year’s Toyota/Save Mart 350 event in Sonoma.
New for 2012, the raceway and Fuel 21 Inc. have entered into an agreement that has made
the Napa-based company an Associate Level Partner in the raceway’s Accelerating Sustain-
able Performance program. Fuel 21 is an ethanol gel fuel made from sustainable sugarcane,
which provides intense heat that lasts longer than other warming fuels. Fuel 21 performs bet-
ter than other conventional fuels, plus it’s all-natural, non-toxic, sustainable and cost-effective.
For more information about the raceway’s sustainability efforts, visit acceleratingsustainable-
performance.com. You can also follow the program on at Facebook.com/acceleratingsustain-
ableperformance or on Twitter @SustainableRace.
For Program and Partnership inquires,
Matthew J. Ellis
Director of Business Development, Sonoma
For Press Inquires, please contact:
Manager, Media & Community Relations, Sonoma
A Special Thank You to our Partners!
Amyris, Panasonic, Yokohama, PG&E, Dominican University Green MBA, Fuel 21, Safety-
Kleen, Simraceway Performance Driving Center, KleenSpeed, Moresco Distributing, U.S.