FEATURE STORY

The Environmental Protection Agency is keeping a scientist’s eye on Real Estate in Las Vegas. Due to the city’s research value as a hot, dry climate and its rapidly expanding multi-family housing market, Las Vegas is now host to one of four test markets for the ENERGY STAR Multi-Family High-Rise (MFHR) Pilot Program. The pilot program is designed to gather information on the regional issues that affect energy consumption in the MFHR sector.

Southern Nevada’s climate represents an ideal case for scientific study. The desert demands a higher cooling load than the national average, although the lack of humidity can mitigate the demand. The mitigation occurs on two levels. First, it takes less energy to cool hot, dry air than to cool moist air of the same temperature. Second, dry air offers more opportunity for free cooling by keeping doors and windows open during cooler months.

According to EPA program analyst Ted Leopkey, who directs the national pilot program, the study’s goal is “leveraging the ENERGY STAR mark to reduce energy use in the MFHR building sector.” To that end, Ted’s team is working with developers and other stakeholders to design certified, multi-family buildings that take advantage of energy conservation opportunities. The pilot applies to construction of multi family high-rises at least four stories tall.

There are some challenges to implementing an energy efficiency program in multi-family developments. For instance, the definition of energy efficiency can be difficult to pinpoint. However, after careful study and deliberation, the EPA decided on two main components of energy efficiency. To achieve ENERGY STAR certification, a high-rise building must be 20 percent more energy efficient than the national standard, known as ASHRAE 90.1. In addition, a building must score in the top quartile of the EPA residential benchmarking tool.

Despite the challenges, the pilot program has returned early successes. For instance, the program in New York City has yielded two multi-family high-rises with the ENERGY STAR label. Developers in both Oregon and Colorado are near completion on certified market-rate condominiums. These successes have provided valuable data for the EPA concerning the costs of certification, best practices for construction, and the reduction of energy consumption.

The pilot phase of the program will continue through 2009. In the fourth quarter of that year, the EPA will evaluate all the data collected. The agency will either expand the program nationwide or discontinue it.

In order to see the pilot program implemented nationwide, Ted’s team must meet the four basic tenets of ENERGY STAR. The program must be cost effective, represent real energy reduction, provide value in the marketplace, and be reasonably easy to implement.

Success of the pilot program hinges on cooperation with developers and the community in general. Such cooperation can only materialize after an intensely focused marketing campaign. Nevada ENERGY STAR Partners (NVESP) is a coalition of developers, utilities, contractors, engineers and architects who collaborate with the EPA to educate consumers and to promote the ENERGY STAR brand.

Annette Bubak, programs co-chair for Las Vegas High-Rise & Condominium Association, has been working with NVESP since 2001. She used her marketing expertise to educate the community on the ENERGY STAR New Single-Family Homes program. Simultaneously she represented two devoted green builders, Hearthstone Home Builders and Astoria Homes. She explains, “I only wanted to promote a builder who was committed to building ENERGY STAR homes.”

Each year, NVESP throws a multimedia marketing campaign that culminates in July, which is recognized by the State of Nevada as ENERGY STAR Month. The 2008 advertising volley includes 13 weeks of ads in the Las Vegas Review-Journal, more than two dozen public relations feature articles, and a slew of radio slots, billboards, and television commercials.

The results are impressive. Since 2001, NVESP has raised consumer awareness of ENERGY STAR from 17 percent to 90 percent. The penetration rate has climbed from 20 percent to 67 percent. The five original partners have now recruited more than 50, and the membership continues to grow.

But perhaps the pinnacle of NVESP’s success is the actual reduction in the carbon footprint of Southern Nevada. According to Energy Inspectors of Las Vegas, the 76,000 ENERGY STAR homes in Nevada have reduced the state’s CO2 emissions by more than 200,000 tons per year.

The coalition’s achievements have been recognized at the highest level. Each year, less than 1 percent of EPA’s nationwide partners receive the National Partner Award. For its part, NVESP earned the award—not only in 2008, but in the five preceding years as well. Out of 12,000 partners, NVESP is the only organization ever to receive the National Partner Award for six consecutive years.

It was on the heels of the sixth National Partner Award that Annette decided to approach Ted about including Las Vegas in the MFHR pilot program. Due to the success of NVESP and also due to the high level of MFHR developments in Las Vegas, Ted agreed to the proposal. “It is a great honor,” says Annette, “and a great challenge.”

Now Annette is driving the Las Vegas pilot’s marketing efforts. She serves as chair of the 2008 Partnership’s Campaign, which is forging alliances with dozens of residential conservation organizations.

NVESP has chosen two progressive themes for 2008. The first is “ENERGY STAR… your GREEN foundation!” The second theme is “Las Vegas… The COOLEST CITY!” which encourages Las Vegas residents to take real action-minded steps toward maximizing energy efficiency. The goal is to show that Las Vegas residents can collectively make a difference in energy consumption.

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For more information on how to reduce energy consumption, whether in daily life or in designing new buildings, visit the NVESP Web site at www.thinkenergystar.com. Annette Bubak can be reached by calling (702) 400-2428 or by e-mail at www.aabubak@aol.com.