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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.

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Sustainability Summit Program 2012 by Sonoma Raceway

  1. 1. In partnership with Friday, September 7, 2012 Simraceway Performance Driving Center Audi Forum | Sonoma, CA a Summit for Industry Leaders in Sustainability and Green Performance Amyris and the Raceway in Sonoma welcome you to:
  2. 2. Opening Welcome Steve Page 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 Neill Duffy 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. Summit Schedule 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
  3. 3. summit Moderator and sustainable performance ranking metric presenter Joey Shepp 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. MODERATOR David Bolling 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).
  4. 4. 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 Electricity Standard. Jeff Brown 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. Paul Erickson 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.
  5. 5. Mark Vaughn Autoweek 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, “ 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- sumer buying. Scot Elkins American LeMans Series, International Motor Sports Association 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.
  6. 6. Tim Collins KleenSpeed 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 Marshall Pruett is the Auto Racing Editor and Sports Car Racing Editor at and covers the IZOD IndyCar® Series full-time. He began working at 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. Duane Sampson 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. Michael Vogel 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 sustainability.
  7. 7. On-Track Demonstrations By: AC Propulsion eBox Porsche 911 GT3 with Yokohama Orange Oil Racing Slick Tires Fisker - Electric Performance Vechicle BRD Motorcycles Mission Motors - Electric Motorcycles CalSol - Solar Powered Racecar KleenSpeed – To set EV lap track record for time 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.
  8. 8. 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 marketplace. 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- You can also follow the program on at ableperformance or on Twitter @SustainableRace. For Program and Partnership inquires, please contact: Matthew J. Ellis Director of Business Development, Sonoma 707-933-3903 For Press Inquires, please contact: Jennifer Imbimbo Manager, Media & Community Relations, Sonoma 707-933-3981 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. Commercial Service