Ride Waves, Not Waste CRRA Conference August 8, 2016 Jessica Toth Executive Director The purpose of Ride Waves, Not Waste is to develop a waste prevention and reduction program for use at large beach events, such as surf competitions and benefit concerts, that results in less waste produced, significantly higher diversion and recycling rates, and impactful education on marine debris and its connection to land-generated waste.

Solana Center for Environmental Innovation past 501(c)(3) since 1983 Pioneered curbside recycling in Southern California led a movement that diverted millions of pounds of valuable materials This is relevant to today’s story… Based in surf town Encinitas We serve all of San Diego County with our programming

San Diego Environment Coastal San Diego prides itself on pristine beaches Professional athletes are youth role models Beaches are used as public parks - environmental-consciousness as well

Ride Waves, Not Waste Objectives Education Link human-generated pollution on land with marine debris Engage youth volunteers as environmental ambassadors Teach beach-goers about the sources and impact of marine debris Diversion Ensure proper waste disposal at events Measure and publicize outcomes EDUCATE = teach people that by putting waste in its place, it does not end up in the ocean DIVERT = get quantifiable results Working with celebrity athletes, we engage beach-goers (target ages 17 to 26) to change behavior, become environmental stewards, and educate many others at beach events through individual actions. results in less waste produced, significantly higher diversion and recycling rates, and impactful education on marine debris and its connection to land-generated waste. At each event, our goals are to engage at least 75 volunteers, ensure a minimum of 50% of event-generated waste is kept out of the landfill and remove 100% of the waste from the beach.

How It Works Inspire volunteer participation Inspire participation at gatherings that feature legendary surfer and environmentalist Rob Machado and other respected leaders in their sport. Engage and train youth to be volunteer-educators and role models. With sports celebrity Work with vendors to minimize waste generated and with contracted waste haulers for supportive infrastructure. Provide trained, young volunteer educators at each recycling/trash station. Coordinate with event announcers, spokespersons and media relations teams to draw attention to the event’s waste diversion efforts, purpose, and goal. Weigh and tabulate total waste going to recycling, food waste, and trash. Publicize results and recognize volunteers via social and conventional media. Evaluate each event to identify successful strategies and shortcomings.

How It Works Inspire volunteer participation Train youth to be volunteer- educators and role models Inspire participation at gatherings that feature legendary surfer and environmentalist Rob Machado and other respected leaders in their sport. Engage and train youth to be volunteer-educators and role models. With sports celebrity Work with vendors to minimize waste generated and with contracted waste haulers for supportive infrastructure. Provide trained, young volunteer educators at each recycling/trash station. Coordinate with event announcers, spokespersons and media relations teams to draw attention to the event’s waste diversion efforts, purpose, and goal. Weigh and tabulate total waste going to recycling, food waste, and trash. Publicize results and recognize volunteers via social and conventional media. Evaluate each event to identify successful strategies and shortcomings.

How It Works Inspire volunteer participation Train youth to be volunteer- educators and role models Work with vendors Inspire participation at gatherings that feature legendary surfer and environmentalist Rob Machado and other respected leaders in their sport. Engage and train youth to be volunteer-educators and role models. With sports celebrity Work with vendors to minimize waste generated and with contracted waste haulers for supportive infrastructure. Provide trained, young volunteer educators at each recycling/trash station. Coordinate with event announcers, spokespersons and media relations teams to draw attention to the event’s waste diversion efforts, purpose, and goal. Weigh and tabulate total waste going to recycling, food waste, and trash. Publicize results and recognize volunteers via social and conventional media. Evaluate each event to identify successful strategies and shortcomings.

How It Works Inspire volunteer participation Train youth to be volunteer- educators and role models Work with vendors Provide trained volunteers at each waste disposal station Inspire participation at gatherings that feature legendary surfer and environmentalist Rob Machado and other respected leaders in their sport. Engage and train youth to be volunteer-educators and role models. With sports celebrity Work with vendors to minimize waste generated and with contracted waste haulers for supportive infrastructure. Provide trained, young volunteer educators at each recycling/trash station. Coordinate with event announcers, spokespersons and media relations teams to draw attention to the event’s waste diversion efforts, purpose, and goal. Weigh and tabulate total waste going to recycling, food waste, and trash. Publicize results and recognize volunteers via social and conventional media. Evaluate each event to identify successful strategies and shortcomings.

How It Works Inspire volunteer participation Train youth to be volunteer- educators and role models Work with vendors Provide trained volunteers at each waste disposal station Coordinate with event announcers and media relations teams Inspire participation at gatherings that feature legendary surfer and environmentalist Rob Machado and other respected leaders in their sport. Engage and train youth to be volunteer-educators and role models. With sports celebrity Work with vendors to minimize waste generated and with contracted waste haulers for supportive infrastructure. Provide trained, young volunteer educators at each recycling/trash station. Coordinate with event announcers, spokespersons and media relations teams to draw attention to the event’s waste diversion efforts, purpose, and goal. Weigh and tabulate total waste going to recycling, food waste, and trash. Publicize results and recognize volunteers via social and conventional media. Evaluate each event to identify successful strategies and shortcomings.

How It Works Inspire volunteer participation Train youth to be volunteer- educators and role models Work with vendors Provide trained volunteers at each waste disposal station Coordinate with event announcers and media relations teams Tabulate totals going to recycling, food waste, and trash Inspire participation at gatherings that feature legendary surfer and environmentalist Rob Machado and other respected leaders in their sport. Engage and train youth to be volunteer-educators and role models. With sports celebrity Work with vendors to minimize waste generated and with contracted waste haulers for supportive infrastructure. Provide trained, young volunteer educators at each recycling/trash station. Coordinate with event announcers, spokespersons and media relations teams to draw attention to the event’s waste diversion efforts, purpose, and goal. Weigh and tabulate total waste going to recycling, food waste, and trash. Publicize results and recognize volunteers via social and conventional media. Evaluate each event to identify successful strategies and shortcomings.

How It Works Inspire volunteer participation Train youth to be volunteer- educators and role models Work with vendors Provide trained volunteers at each waste disposal station Coordinate with event announcers and media relations teams Tabulate totals going to recycling, food waste, and trash Publicize results Inspire participation at gatherings that feature legendary surfer and environmentalist Rob Machado and other respected leaders in their sport. Engage and train youth to be volunteer-educators and role models. With sports celebrity Work with vendors to minimize waste generated and with contracted waste haulers for supportive infrastructure. Provide trained, young volunteer educators at each recycling/trash station. Coordinate with event announcers, spokespersons and media relations teams to draw attention to the event’s waste diversion efforts, purpose, and goal. Weigh and tabulate total waste going to recycling, food waste, and trash. Publicize results and recognize volunteers via social and conventional media. Evaluate each event to identify successful strategies and shortcomings.

Ride Waves, Not Waste Goals Engage at least 75 volunteers Ensure a minimum 50% diversion of event-generated waste Remove 100% of waste from the beach

Partners Celebrities Switchfoot (band), Rob Machado (surfer), JP Walker (snow/skate boarder), Dan Van Dyck (paddleboarder)

Partners Celebrities Businesses Hurley, Kashi, EcoScraps, EDCO, BroAm Studios, Hanohano Ocean Challenge

Partners Celebrities Businesses Government agencies City of Encinitas, City of San Diego, California State Park Service

Partners Celebrities Businesses Government agencies Nonprofits Rob Machado Foundation, Standup for the Cure, 1to1 Movement, school and youth groups, local church for parking

Video https://vimeo.com/140369056

Switchfoot Concert & BroAm Surf Contest July 2015 Results 100 volunteers 15,000 attendees 3,000 lbs of waste generated 2,400 lbs diverted 4 MT CO2e avoided $1.2 M raised for youth charities 4 MT CO2e avoided total (recycling & composting) 0.2 MT CO2e avoided from food - 785 lbs diverted for composting + 1628 lbs recycling

Education Reach 100 volunteers 15,000 beach-goers Community Pre-event training 100 volunteers Day-of engagement 15,000 beach-goers Media outreach Community

BroAm 2015 – Waste Diversion by Weight 17% 27% 56% 83% diversion Working toward this goal at the annual Switchfoot BroAm event at Moonlight Beach in Encinitas, one of Southern California’s larger surf contests and benefit concerts (15,000 attendees, $1.2 million raised for youth charities). At the 2015 BroAm, we partnered with Rob Machado Foundation, used a large volunteer corps, employed an innovative composting process, and received support from the local municipality and sports industry. The result was 83% of the waste generated (1.2 tons) was recycled or composted, including 1,628 pounds of recyclable material and 785 pounds of food scraps.

BroAm Diversion Rates Yearly Comparison by Weight 17% 56% 27% 47% 53% 57% 43% BroAm Diversion Rates by Weight 2013 2014 2015 Landfilled 348 686 509 Recycled 303 892 1,628 Composted - - 785 Totals 651 1,578 2,923

Ride Waves, Not Waste Future July 2016 BroAm – baseline assessment to gauge value of education Expansion to other water sporting events & venues Cardiff Surf Classic, paddleboarding

Solana Center for Environmental Innovation 137 N. El Camino Real Encinitas, CA 92024 (760) 436-7986 x226 www.SolanaCenter.org