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					       Guideline / Rating Program for
Environmentally Innovative Roofing Systems

          A Major Initiative to Transform the
          Roofing Industry and Establish a
             Successful Business Model

                               Prepared for:
             The Center for Environmental Innovation in Roofing
                           Research Committee
                               June 3, 2009


Private and Confidential
For review and use by CEIR Members & Staff Only
Environmentally Innovative Roofing Standards
                   Agenda
• Background. Green Building Guidelines and Rating
   Systems: What We Can Learn.
• CEIR Board Mandate. Objectives, Strategies,
   Timetable
• Guideline Key Elements. Categories, Credits,
   Measures, Weighting
• Going Forward: Task Group Organization,
   Decision / Approval Process
• “Straw Model” Initial Review & Comment
                                     Background
               How Guidelines Evolve
                                     Guideline
                                       GUIDELINE

1. Group Develops Guideline                                2. Group Initiates Programs to
   to Address an Issue                                        Explain & Promote Guideline



   Guideline Gains Public Interest                 Guideline Encounters Questions & Opposition

3. Guideline Process Expanded to Increase Interest & Address Opposition
                                                                                  STANDARD        Enhanced
4. Guideline may become a Standard (Usually More Complex)                                         Guideline or
                                                                                                  Standard
         Guideline Gains Increased Public Recognition

5. Educational Programs Expanded To Meet Growing Public Need                                      Training


6. Accreditation Programs Introduced to Verify Expertise                            Certificate



                                                                                                  Accreditation
                         Ongoing Business Model Established
                                  Background
 Popular Green Building Rating Systems

• LEED™ for Buildings
   –   Developed by US Green Building Council (USGBC)
   –   Performance standard for a variety of non-residential buildings
   –   Started as an internal guideline in 1998, but is evolving to a more formal consensus
       process
   –   Now linked to an accreditation program for “LEED-AP” accredited professionals

• Green Globes
   –   Developed by the Green Building Institute (GBI)
   –   Performance standard for a variety of non-residential buildings
   –   First rating body accredited as a Standards Developing Organization (SDO) by the
       American National Standards Institute (ANSI)

• National Green Building Standard™
   –   Developed by National Association of Homebuilders
   –   Performance standard for residential buildings
   –   Started as a guideline in 2007, but became an ANSI standard in 2009
   –   Soon to be linked to a practice standard and certification program for accredited “Green
       Building Verifiers” and certified “Green Building Professionals”
             Green Building Rating Systems:
    The USGBC / GBI / NAHB Model
• Offer a useful product …
   –   Recognition for building green
   –   Increased asset value
   –   Simplified procurement process
   –   Assurance that product is truly green (no “greenwashing’)

• Delivered by a recognized professional …
   –   Who can educate the customer
   –   Who can provide choices for the customer
   –   Who can adapt the standard to the specific project
   –   Who can verify the standard has been achieved

• Under a recognized and reputable brand
   – Increases public exposure
   – Supports long-term revenue stream
        Green Building Rating Systems:
 The USGBC / GBI / NAHB Strategy

• Start with an in-house guideline to assure
  technical ownership and accelerate process
• Invest in initial branding to assure market
  ownership
• Recruit strategic partners to share in the
  program investment and assure business
  success
  – Standards developers
  – Training providers
  – Third-party certifiers
    Environmentally Innovative Roofing Guideline / Rating System:

                    CEIR Objectives
•     Develop an Environmentally Innovative Roofing
      Guideline / Rating System that builds value for the
      Center, its members, and their customers.
       – The Center: Recognized system “owner”
       – Our Members: Accredited system “users”
       – Their Customers: Reputable assurance of “going green”




               In order to achieve this objective,
              resources and timing will be critical
    Environmentally Innovative Roofing Guideline / Rating System:
                      CEIR Strategy
•     Develop an Environmentally Innovative Roofing Guideline similar
      to USGBC, GBI and NAHB standards
       – Start with low-slope roofing systems, which are inadequately
         represented within LEED and Green Globes ands which offer the
         broadest energy and environmental potential
•     Concurrently develop a branding strategy to build long-term
      recognition and value for the guideline
•     Start to build public awareness for the guideline and the brand as
      quickly as possible
•     Identify and recruit key partners to strengthen the guideline and
      possibly transform it into a formal standard
       – Standards developer to convert guideline into a standard
       – Training / accreditation resources to support the standard
Environmentally Innovative Roofing Guideline / Rating System:

                        Action Plan
• Immediately form three key task groups:
    – Guideline Task Group
        • 6-8 of our most knowledgeable members
        • Supported by Jim Hoff with possible assistance from external
          consultant
        • Goal: Develop a guideline that encompasses all the benefits of
          environmentally innovative roofing in an easy-to-understand system
    – Branding Task Group
        • 4-6 of our most creative members
        • Supported by Mary Mai with additional assistance from branding
          consultant
        • Goal: Develop a powerful brand for the roofing guideline, including
          name, tag line, logo, etc.
    – Business / Resource Task Group
        • 2-4 of our most industry-connected members
        • Supported by Craig Silvertooth
        • Goal: Lay out a long-term business plan, identify and recruit strategic
          partners, identify and solicit project funding
Environmentally Innovative Roofing Guideline / Rating System:

                       Timetable
Guideline          First Draft for Board Review   July, 2009
                   Final Board Review             November, 2009
                   Final Draft for Publishing     December, 2009

Branding           Initial Brand Concept          July, 2009
                   Final Board Review             September, 2009
                   Name, Tag Line, Logo           December, 2009


Business Model     Initial Business Model         July, 2009
                   Final Board Review             September, 2009
                   Partners Recruited             December, 2009

Initial Roll-Out   Press Release                  January, 2010
                   IRE Presentation               February, 2010

By the start of 2010, the green roofing guideline is ready for public
promotion, and the key partners are identified and committed to
the development of a powerful training & accreditation program.
    Environmentally Innovative Roofing Guideline / Rating System:
             CEIR Board Comments
•     The guideline must emphasize all the ways modern
      roofing systems contribute to the environment
•     The guideline must emphasize the importance of
      energy – both saving energy and producing new
      energy - in meeting environmental goals
•     The guideline must emphasize the importance of
      durability in achieving long-term sustainability
    Environmentally Innovative Roofing Guideline / Rating System:
Guideline / Rating System Elements
•     Key Categories
•     Category Credits
•     Measurement Scales
•     Weighting of Categories & Credits
              Green / Sustainable Building Guidelines:
         Key Categories: Examples
•   LEED:
    –   Sustainable Sites, Water Efficiency, Energy & Atmosphere, Materials & Resources,
        Indoor Air Quality, Innovative Design, Regional Priorities

•   Green Globes:
    –   Project Management, Site, Energy, Water, Resources & Materials, Emissions, Indoor
        Environment

•   NSF 347:
    –   Informed Product Design, Intelligent Product Manufacturing, Long Term Value,
        Progressive Corporate Governance, Innovation

•   Tenants of Sustainable Roofing:
    –   Minimize Environmental Burden, Conserve Energy, Extend Roof Lifespan
               Green / Sustainable Building Guidelines:
                 Common Categories
•   Energy Impacts
     –   Energy Efficiency, Renewable Energy, Atmosphere /
         Green House Gas
•   Material & Resource Impacts
     –   Material Re-Use / Recycling, Bio-Based / Rapidly
         Renewable, Waste Management, Transportation
•   Other Environmental Impacts                              “Environmental”
     –   Water, Indoor Environment, Emissions
•   Life Cycle Issues
     –   Durability, Life Cycle Assessment, Life Cycle
         Management
•   Regional Issues
     –   Heat Island, Storm Water Runoff, Low-VOC
•   Social Impacts
     –   Health & safety, employment, community impacts,     “Sustainable”
         governance
•   Innovation
     –   Design, Application, Partnership                    “Innovative”
Environmentally Innovative Roofing Guideline / Rating System:
         Suggested Key Categories
• Energy Management                              • Regional Impacts
   – High R Roofs                                   – Heat Island (Extra for Urban Heat
   – Cool Roofs                                       Islands)
   – Rooftop Energy (Solar, Wind, Daylighting)      – Storm Water Runoff (Combined Sewers)
                                                    – Low-VOC (Ozone Non-Attainment)
• Material & Resource
  Management                                     • Innovation
   –   Recycled Content                             – Design, Application, Partnership
   –   Re-Use / Recycling
   –   Roofing Waste Management
   –   Bio-Based / Rapidly Renewable Materials
   –   Local / Regional Materials?

• Durability / Life Cycle
  Management
   –   Durable Roof System Design
   –   Roof Surface Protection
   –   Roof Drainage Design
   –   Roof Maintenance Management
   –   Product Life Cycle Assessment (LCA)
Environmentally Innovative Roofing Guideline / Rating System:
                 Category Weighting
•   Assume most roofing materials have relatively low direct
    influence on many environmental impact categories (e.g. Toxicity,
    Acidification, Eutrification, Ozone Depletion)

•   Use energy / global warming potential in CO2 equivalents as
    the primary weighting measure
     –   Embodied Energy: Initial Energy to Produce & Install
     –   Energy Produced on the Rooftop
     –   Energy Saved During Building Operation (Efficiency)
     –   Energy Saved By Extending Life Cycle / Re-Use / Recycling

•   Add other impacts not adequately addressed by energy
    measures
     –   Solid waste impacts
     –   Clean water impacts
     –   Ground level ozone impacts
     –   Extra weighting for special local / regional situations
Environmentally Innovative Roofing Guideline / Rating System:
              Category Weighting

 $2,000           Savings for 4 Billion Sq. Ft.: $200,000
 $1,800                                                             Source of Savings:
 $1,600
 $1,400
                                                                    Increased
 $1,200                                                                               80%
                                                                    Roof Insulation
 $1,000
   $800
   $600
   $400                                                             Cool Roofs
                                                                                      15%
   $200
     $0                                                             Best Roofing      5%
          1   2     3     4     5      6     7         8   9   10   Practice

    Annual Potential Roof-Related Energy Savings
    Low-Slope Commercial Roofs / Thousands of 2008 Dollars
                     (Source: CEIR Knowledge Center)
     Environmentally Innovative Roofing Guideline / Rating System:
                                Category Weighting
            Comparative Energy / Green House Gas Reduction Values
                                   (Thousands of 2008 Dollars / 4 Billion Sq. Ft. Roofs)



                  High R Roofs (1)                             $160            50%
                  Cool Roofs (1)                                   30          10%
                  Best Practice (1)                                10            3%
                  Solar Energy(2)                                100           31%
                  Daylighting(3)                                   20            6%
                                                              --------         ------
                                                               $320           100%


Notes:
1.   From CEIR Roof Energy Savings Study
2.   Assumes 1watt average solar power production during daylight hours per square foot of suitable roof surface (4 billion square feet
     total roof surface X 25% suitable usage factor X 1 watt / square foot
3.   Assumes 0.5 watt average solar lighting production during daylight hours per square foot of suitable roof surface (4 billion square
     feet total roof surface X 10% suitable usage factor X 0.5 watt / square foot)
             Environmentally Innovative Roofing Guideline / Rating System:
                                            Category Weighting

                                           Operating energy accounts
                                           for over 85% of total energy                                                   100%
                                80
                                           usage in buildings                                                             85%
                                70
               Energy (GJ/m2)




                                60
                                         Total Energy
                                50                                                                             Operating Energy
                                40
                                                                                       Recurring Embodied Energy
                                30
                                                                                       (Repair and Maintenance)
                                20

                                10
                                                                                                                            10%
                                 0                                                                                           5%
                                     O           10              20               30                40               50


                                                                Building Life (Years)                                Initial Embodied Energy


Source: http://www.canadianarchitect.com/asf/perspectives_sustainibility/measures_of_sustainablity/measures_of_sustainablity_operating.htm
 Environmentally Innovative Roofing Guideline / Rating System:
                  Category Weighting
     Comparative Energy / Green House Gas Reduction Values
                   (Thousands of 2008 Dollars / 4 Billion Sq. Ft. Roofs)

                                                         Relative Point    Actual LEED
                                                            Values         2007 Points
High R Roofs       $160                       42%             19              19
Cool Roofs             30                      8%               4            1-2
Best Practice          10                      3%               1            n/a
Clean Energy(1) 100                           27%             12               7
Daylighting(1)         20                      5%               2              2
                  --------
                   $320        85%
Initial Materials      19        5%            5%                 2           n/a
Life Cycle Mgmt.       38      10%           10%                  4           n/a
                   -------    -------       -------           ------        ------
                   $377       100%          100%                 44            38
Environmentally Innovative Roofing Guideline / Rating System:
Task Group Organization: Options
• Task Group separate from Research
  Committee
• Task Group a sub-committee of Research
  Committee
• Entire Research Committee serves as Task
  Group
Environmentally Innovative Roofing Guideline / Rating System:
  Task Group Governance: Issues
• Stakeholder Balance
     – Contractors
     – Manufacturers
     – Others?

• Development Process
     – Construction of First Draft
     – Comments & Additions

• Approval Process
     – Disposition of Comments / Negatives
     – Final Board Approval
Environmentally Innovative Roofing Guideline / Rating System:
        Review of “Straw Model”
• Categories
     – Add Categories?
     – Delete Categories?

• Credits & Measures
     – Add / Delete Credits?
     – Revise Measures?

• Weighting
     – Overall Category Weighting
     – Individual Credit Weighting

				
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