Agenda

Dec. 9, 2008 | Managing a Sustainable Business

8 :00-9:00 | Registration

9:00-9:10 | Introduction

9:15-10:00 | Conscious Capitalism and Hollywood: Can They Co-Exist? Hollywood has always been associated with immense creativity and innovation, but also wealth, affluence, and luxury. Yet the sustainable movement is about using the persuasive power of media to influence consumers to make more sustainable and frugal choices at home and at work. There is a new brand of “conscious capitalism” that is revolutionizing corporate culture. Is there a new business paradigm that applies to Hollywood?

How can Hollywood develop strategies for more sustainable ways of doing business? What role should Hollywood play as a key influencer to communicate values about social responsibility? Should Hollywood do more to communicate social values about sustainability? What are the challenges and opportunities for building a sustainable business in Hollywood?

10:00-10:30 | Keynote: Being Sustainable is Good for Business

10:30-11:00 | Sponsor Presentation

11:00-11:30 | Networking break

11:30-12:20 | What The Energy Crisis Means for Hollywood
With rising costs of fuel and increased energy costs, what is the impact of the energy crisis on the business of entertainment industry? How will it change the way we run the business? What is the impact of increased costs affect not only transportation and travel, but production costs, location, and supply and delivery of goods? What are practical solutions?

12:20-1:15 | Lunch

1:15-1:45 | Keynote: Celebrity Chef on Sustainable Food

2:00-3:00 | ECO-tainment: Its Not Just Green Acres
“Dharma and Greg” ridiculed Dharma’s parents for their juicing, their chakras and their obsession with the environment. Today, TV’s green attitudes have become mainstream and advertisers plan to reach a new consumer market. Discovery Networks launched Planet Green, the first 24-hour channel dedicated to eco-friendly living which they call “eco-tainment.” The Sundance Channel, now owned by Rainbow Media, has created an entire series Sundance Channel Green about environmental innovation at home and work. NBC Universal featured two "Green Weeks" -- featuring 100 hours of green-themed content airing across 42 NBC Universal brands and 28 Web sites -- with two more already planned. HGTV offers household tips. How are consumer reacting to environmental programming? What are opportunities for new forms of content? What type of programming opportunities are now being created? How do writers use environmental themes in story lines? Just because TV programming encourages you to act good, does it mean its good for ratings?

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Breakout Sessions:

3:15-4:15
Attracting Marketing and Advertising Dollars
How are advertisers reacting to environmental themed programming? Television networks are eager to tap into the green consumer segment that boasts more than $230 billion in spending power, according to a study from the National Marketing Institute. What are new advertising models for sponsorships of TV programming? How can programmers link in advertisers who are trying to reach the growing green demographic? How can advertising campaigns use environmental themes to enhance their brand? How can publicists and advertisers promote green initiatives without “green washing” to influence consumer awareness.

Tech Strategies to Reduce Energy Consumption
Information technology has been a large source of carbon emissions but now tech providers can offer solutions to reduce greenhouse gas emissions. Learn how you can incorporate new strategies for tech services, networking, and equipment to promote energy efficiency and reduce costs. Our experts show examples with computers, data centers, video conferencing, networking, and VOIP. Discover how these products and services can reduce costs and your carbon footprint.

Fujitsu, Business Edge Solutions and Nokia Siemens

4:30-5:30
Financing for Socially Conscious TV and Film Production
Celebrities may talk green off-screen, but there have been surprisingly few environmentally themed movies recently – perhaps reflecting screenwriters’ struggles to dramatize abstract concepts like global warming. How can you raise financing from nontraditional sources, such as donors and nonprofit associations to raise awareness of critical issues. How do you find a script, directors and producers for such ventures? What are the unique challenges socially-aware films face in finding an audience, producing funding and marketing the finished product? What are marketing strategies to inform consumers about socially meaningful content?

Building Design, Construction and Renovation
Production studios are now remodeling office buildings with a "U.S. Green Building Council's LEED" for its design, which included using recycled, nontoxic and regional construction materials. Movie and TV studios are taking leadership roles in upgrading facilities to increase energy efficiency and decrease greenhouse-gas emissions. What sort of policies should studios adapt to create greener offices and also greener sets? How can they use recycled materials on stages and in studio? What makes for a green production design, such as low-water consumption fixtures and incorporating recycled materials? Learn how to retrofit and what the cost savings are for such measures.

Breakout Sessions End

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5:30-7:00 | Cocktail party and networking

7:00-9:00 | Film Screening followed by dialogue with filmmakers

Dec. 10, 2008 | Adopting a Sustainable Lifestyle

8:00-9:00 | Continental Breakfast

9:15-10:00 The Sustainable Celebrity: Its Hip to Be Green
From Leonardo DiCaprio to Paris Hilton, celebrities are jumping on the environmental bandwagon. The question is how to use the power of celebrity to promote true change, not somebody’s “green” credentials. Will celebrity adoption and media coverage influence consumer sales for sustainable products and services? Learn about the next generation of environmental leaders to pioneer a hip and stylish environmentalism.

10:00-10:30 | Keynote: Hollywood Celebs Adopt the New Eco-lifestyle

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Breakout Sessions:

10:40-11:30
Product placement and Product Engagement.
The Vespa scooter played a starring role as Steve Carrell and Anne Hathaway’s vehicle of choice in “Get Smart”. In a Weeds episode on Showtime, a housewife turned drug smuggler tries to stuff heavy sacks of cocaine into her tiny Prius, and laments that if she only had her SUV they would fit. Katherine Heigl used Seventh Generation cleaning products in 27 Dresses. Done correctly, such product placements favorably shape public opinion and leads to increased sales. How do you get your product used in a film or TV without sacrificing your brand integrity? How do you get celebrities to use your products? your company can leverage product placement and branding to increase sales of sustainable products and services. View case studies of examples of environmental products used in film and TV and learn what it takes to get recognized.

Sustainable fashion and the new Eco- Coutere Hits Hollywood
There is a new world of organic fiber fashion and design for clothing, fiber and manufacturing. Eco-fashion is now into the “new mainstream”. Learn how quality, fit, style, comfort, and luxury can co-exist profitably with social and environmental responsibility. How are new clothing designers using sustainable practices, including the use of organic fibers and fabrics. What are challenges and benefits of sustainable fashion and what is impact on design? How are Hollywood designers incorporating these new products into their client’s wardrobe?

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10:30-11:00 | Networking Break

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Breakout Sessions:

11:00-11:50
Beauty Goes Green: Skincare, Cosmetics, Eco-Spa and Salons
Many retailers are now launching natural and organic cosmetic and skin care lines due to growing demand. Organic Monitor projects global natural cosmetics market revenues to surpass US $10 billion before 2010. What does it mean when products labeled "Natural" or "Organic"? Hollywood makeup artists that work with actors are now discovering health risks to themselves and their clients from chemical ingredients in makeup, skincare and hair products. Are celebrities demanding beauty products and facilities with safe ingredient and sustainable standards? .

From Rural Farm to Celebrity Chef--Organic Food Takes Off in Hollywood
With the rise of celebrity chefs and restaurants, now the next big trend is organic food and locally grown. Face it, Hollywood loves good food—parties, entertainment, premieres, and restaurants. But actor Jake Gyllenhaal is working with long-time friend and chef, Chris Fischer, to open up a new, high-class restaurant in Los Angeles that only serves food containing all organic ingredients. Will Smith is starting an elementary school with organic products. What does the trend of organics mean for Hollywood? Will organic food adoption by high profile celebrities and Hollywood executives have an impact on food sales and awareness?

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12:00-12:30 | Keynote

12:30-1:15 | Lunch

1:15-1:50 | Eco-friendly Strategies for Film and TV Production
From low-power server farms to carbon-neutral sets, studios can dramatically reduce their impact on the environment. Hollywood is not just going green on screen, but also behind the scenes. What steps can you take to green film productions? How do you select vendors and suppliers? What construction materials will minimize greenhouse gasses? Hear case studies of green consultants who green film production. What about film festivals and movie premiere parties. How can you incorporate green principles in event planning? What are practical tips to take eco friendly travel-choosing hotels that are powered by renewable energy sources? How do you address travel? Learn strategies for conceptualizing, planning an executing green events and gatherings.

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Breakout Sessions:

2:00-2:50
Using Digital Media to Promote Sustainable Causes: Building an Online Community and Audience
Online media sites, social networks and video give passionate content creators companies an unmatched ability to engage consumers on sustainability issues. How do you develop an audience base? What type of online websites are most successful? What type of content do consumers watch? How do you generate revenue and stay committed to your cause?

Extending Your Brand to Become Green
Whether you are an entertainment company, media franchise or consumer product, you need to extend your brand to deliver green messages. How do you do that with an existing brand? What makes a product green? What does it take to design and manufacture green products, content, and services? How can advertisers and brand managers deliver a credible green message to consumers with your existing products? The demand for 'green' products is here, but the ability to deliver has not caught up. Our consciousness has shifted in leaps and bounds -government, businesses and consumers. And now a growing demand for accountability and transparency is driving sustainability business practices, changing the way companies design products. We address how to design and promote green products for advertisers and entertainment.

3:00-3:50
Using the Power of Music to Influence Action
Tommy Lee and Ludacris are creating eco-reality TV on Planet Green. The record labels are adopting greening practices. Following Live Earth’s example, concerts about the environment are springing up everywhere. How best to use music’s unique ability to call the masses to action? How can the music industry use its influence, whether in record labels, songwriting, performing, and concerts to educate the public? Do these steps really change attitudes about global warming and start a larger movement? Is this the cause or effect of the growing mainstream awareness of sustainability.

The Conscious Consumer: Market Research Trends
As a growing number of brands aspire to the same values, entertainment and product marketers face the new challenge of distinguishing their companies, products and services in an increasingly crowded green marketplace. Branding agencies share the results of their research and studies on on the attitudes, experiences and priorities of conscious consumers and offer marketing principles and practices to reach, involve and inspire values-driven consumers.

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4:00-5:15 | Interactive Discussions
We divide into table topics in small groups to discuss specific areas of interest led by a facilitator. Each person will introduce themselves, and then have an informal discussion. After 30 minutes you can move to a new session.

5:15-7:00 | Closing Networking reception