Press Releases

COMMERCIAL DEMAND FOR GREEN DEVELOPMENT GROWS
New publication details the practice and marketing of green buildings
www.developing-green.com

July 20, 2006

Washington, D.C. — More than half of the world's 500 largest corporations issuing sustainability reports in 2005 say that they want to build and occupy real estate that reflects their values, according to Developing Green: Strategies for Success, a new book published by the National Association of Industrial and Office Properties (NAIOP).

The market for green buildings for public agencies is among the greatest single green market in the United States, and it is growing rapidly. The combined office, public safety and recreation segments exceed $43 billion per year, much of it in smaller buildings amenable to green building approaches

A recent survey by McGraw-Hill Construction projected the near-term market growth in green construction for the following building sectors:

• Education - 65 percent
• Government - 62 percent
• Institutional - 54 percent
• Office - 58 percent
• Healthcare - 46 percent
• Residential - 32 percent
• Hospitality - 22 percent
• Retail - 20 percent

About the Book
Throughout Developing Green: Strategies for Success, authored by industry expert Jerry Yudelson, PE, MS, MBA, LEED AP, the practice, marketing and trend toward building green are delineated in practical terms.

Included are seven keys to successful green marketing, making the business case for green buildings, validating their full incremental costs, incorporating green features into each development project and understanding today's movement toward widespread green development.

The publication is an excellent resource for professionals engaged in financing, designing building and marketing projects with green features. It illustrates the practice of marketing and selling green developments and includes case studies of exemplary projects and companies that are transforming the building and development industry.

In addition to the case studies, narratives and materials outlined in the book, each Developing Green: Strategies for Success is accompanied by a bonus CD featuring sustainably-designed private real estate and "at risk" projects from across the country.

"Developing Green: Strategies for Success provides a road map to assist developers in navigating the course of green development, providing a true insiders' look into best practices and presenting the case for building green," said Thomas J. Bisacquino, NAIOP president. "The book is an excellent tool for marketing and development professionals who want to effectively understand green development and the growing role it's playing in commercial development."

About the Author
A former Board member and a national LEEDŽ faculty member for the U.S. Green Building Council, Jerry Yudelson is a leading expert in the LEED green building rating system and a marketing guru on successful sustainable development. He has trained more than 2,500 building industry professionals in the LEED system and has chaired Greenbuild, the U.S. Green Building Council's international conference, the world's largest, for the past three years. He recently became senior editor of the www.igreenbuild.com industry Web site.

Media Packages Available
Media packets about Developing Green: Strategies for Success are available. To request a packet or a complimentary copy (for media only), contact Kathryn George or Sheila Vertino at (703) 904-7100.

Additional copies may be obtained online at www.naiop.org/bookstore. The list price for the book is $89.95.

About NAIOP: The National Association of Industrial and Office Properties is the nation's leading trade association for developers, owners, investors and other professionals in industrial, office and mixed-use commercial real estate. Founded in 1967, NAIOP is comprised of more than 13,000+ members in 52 North American chapters and provides networking opportunities, educational programs, research on trends and innovations and strong legislative representation. For more information, visit www.naiop.org.

Contacts: Developing Green: Strategies for Success Story Ideas

• Developing Green Mixed-Use
  Mixed-use developments - those combining office, retail, residential and public space - are a growing trend in commercial real estate, and developers are now seeking to include green elements to secure LEED certification and the marketing benefits that stem from this designation.

  In Portland, Ore., a five-block, $1 billion development on the site of the old Blitz-Weinhard brewery is now the site of two office-commercial mixed-use towers, a condominium tower, apartment tower and performing arts center - all of which employ green standards at a high level, and all of which are commercially successful.

  One 10-story office building sees an estimated 24 percent annual energy savings by utilizing green elements that are a hit with the building's tenants - including operable windows and a green roof that captures and treats half of the rainwater that falls on the building.

• Lifestyle Preferences of 21st-Century Consumers
  The growing population of aging "baby boomers" is choosing to "reurbanize" in healthy, environmentally-friendly settings, increasing demand for green developments.

  These educated consumers make conscientious purchasing and investing decisions based ons social and cultural values. They represent a powerful $229 billion marketplace for sustainable goods and services, with an estimated $77 billion to spend in the sustainable economy market sector on green building, renewable energy and other items.

• Measurable Benefits of Green Buildings
  Contrary to wide belief, the extra construction and development costs of green developments aren't astronomical. The actual costs are easy to measure, and the benefits include energy and water savings, faster lease-up, as well as higher resale value and financial incentives from the government or local utilities.

  In San Francisco, Swinerton Builders acquired and converted a seven-story building into a LEED Gold-certified project for its new headquarters. Swinerton aimed at direct returns from energy savings and improved productivity among others. Its energy savings are estimated at nearly $29,000 annually, 30 percent below a conventional building.

FOR IMMEDIATE RELEASE

CONTACT:
Kathryn George, Vice President for Marketing and Communications
(703) 904-7100, ext. 165