Being the site of San Francisco’s most-visited attractions gives Pier 39 the opportunity to effect green change in a very big way, and management is meeting the challenge head-on.
On Pier 39 management’s “to do” list is opening an eco-friendly boutique that offers a variety of green gift items. Management is also looking to open a green information center onsite, where visitors could learn about Pier 39’s green program and take home with them tips for living and working greener. Photo courtesy of Pier 39
By Bill Picture
Published: June, 2010
“Being green—particularly the preservation of Bay waters and the protection of marine wildlife—is part of our core values,” says Joe Smith, senior vice president of operations at Pier 39. “I mean, we hang 1,000 feet over the San Francisco Bay, so we’re extremely sensitive about our environment.”
A green beginning
Pier 39 itself was ahead of the green curve. Opened in 1978, the pier was constructed using recycled building materials salvaged from derelict neighboring piers demolished to make room for the new attraction. Among those materials were aluminum siding and wood believed to have been harvested around the turn of the last century.
“So you could say that Pier 39 has its roots in recycling,” jokes Smith.
And Pier 39 hasn’t lost that momentum. The policies and procedures that would later serve as the core of Pier 39’s green program were implemented more than 18 years ago. “We were looking for ways to be more environmentally responsible even before it came into vogue,” Smith says. “And our merchants and employees have been right there with us every step of the way.”
Smith insists he couldn’t ask for a better team, and rattles off an impressive list of numbers that attest to the team’s commitment.
“You could say that the heaviest lifting is really in regards to waste management,” he explains. “Sixty percent of the waste generated here is diverted from landfills each year. That’s about three million pounds, more than a third of which is composted organic material. One hundred percent of our landscaping waste is recycled. We also have a program in place for properly disposing of e-waste, and we recycled enough used cooking oil last year to produce 12,000 gallons of clean-burning biodiesel. “
Getting merchants to see beyond the bottom line and think bigger-picture was probably difficult 18 years ago, but Smith says that more than 80 percent of Pier 39’s merchants currently participate in the recycling and composting programs. That includes every one of the sit-down and take-away restaurants onsite.
“I think everyone here feels a sense of responsibility to our surroundings,” Smith says. “We all see ourselves as its keepers.”
Going the extra mile
Energy-efficient lighting systems, low-flow toilets and the use of non-toxic cleaning agents have become common commercial practices in the last few years, particularly here in the Bay Area. But Smith and his team continue to take extra steps, some of which might seem small at first glance, but help Pier 39 offset four million pounds of carbon dioxide annually.
For example, drought-tolerant plants help further conserve water, as does the pressurized steam-cleaning equipment used to tidy up public areas. Biodegradable bin liners now replace plastic trash bags. And, when Christmas comes, the LED lights illuminating Pier 39’s massive tree, a San Francisco tradition, save enough energy to light 125 trees with standard string lights.
These small steps, along with the bigger ones, such as using biodiesel-burning vessels to patrol the Pier 39 marina, have made Pier 39 the envy of the travel and hospitality industry. They’ve also filled its proverbial mantle with awards, including eleven State of California Waste Reduction Program (WRAP) Awards.
To put those four million pounds of offset carbon dioxide into perspective, Smith offers up the following comparisons: “That’s equal to 51,000 trees being planted and grown for ten years, or keeping 426 cars off the road for one year. Four million pounds of carbon dioxide is enough to fill 990 air balloons. These are estimates, of course, but we’re very proud of what we’re accomplishing.”
Ever-greener
Determined not to rest on its laurels, Pier 39’s 70-person Green Team continues to search for ways to improve upon existing practices. At the top of its to-do list is better communicating to visitors the importance of existing greener.
“So much of what we’re doing is sort of behind-the-scenes,” Smith says. “We’d like to share those practices with our visitors, not to toot our own horn but in the hopes that it’ll catch on.”
In addition to signage in public areas, Smith would like to see what he refers to as an “innovation center” onsite, where visitors could learn about the various ways that they can minimize their carbon footprint. Smith is also looking for a green retailer who can offer an array of eco-friendly gift items.
Pier 39 is also looking to further strengthen its ties with (and help promote) its green-minded partners, including Golden Gate Disposal and the San Francisco Department of the Environment, which help coordinate workshops to train new employees and tenants. Pier 39 also partners with the Bay Institute, which operates the Aquarium of the Bay, and the Marine Mammal Center, which monitors the sea lions who call Pier 39’s K-Dock home.
The Pier 39 marina, which is comprised of 300 permanent boat slips, was recently certified a “clean marina” through the California Clean Marinas Program. That program was developed to provide clean facilities to the boating community and protect the state’s waterways from pollution by educating boaters about best management practices.
“I was really blown away when I found out about everything that Pier 39 is doing,” says Sue Muzzin, a publicist who recently came onboard to help Pier 39 share its green story with visitors and the travel industry. “A lot of businesses started doing these things in the last few years to get their green label. But, when Pier 39 started, there was no such label. They started because they felt it was their responsibility to do so. I think that, when people hear this story, they’ll see how much pride this team takes in its work.”
For more information on Pier 39, visit www.pier39.com.
The 14 million people who visit Pier 39 each year help generate millions of pounds of waste. Thanks to an aggressive recycling and composting program, 60 percent of that waste is being diverted from landfills. Every one of the restaurants and food stalls on the premises participates in the program. Photo courtesy of Pier 39
The marina at Pier 39 was recently certified as a “Clean Marina” through the California Clean Marina Program. The marina has 300 permanent boat slips and is patrolled by biodiesel-burning vessels. Photo courtesy of Pier 39
