ZeroHero joins innovation group

ZeroHero joins innovation group
Coloradoan
By: David Young
Published: September 3rd, 2009
Website Article

September 3, 2009

ZeroHero joins innovation group

RMI2 to help company as it expands reach of event-oriented green services

BY DAVID YOUNG
DavidYoung@coloradoan.com

A Fort Collins zero waste renewable energy company that provides recycling services to events ranging from this weekend's Tour de Fat to the Mile High Music Festival is the latest addition to the Rocky Mountain Innovation Initiative, or RMI2.

ZeroHero, founded almost two years ago by Fort Collins resident John Long, is growing quickly as its events are stretching across the country to Hollywood.

"Our goal is to be a very comprehensive greening service for a big event," said Long, who has provided his green services to such events as Bohemian Nights at NewWestFest, the Democratic National Convention, the Denver Nuggets, X-Games, Ride the Rockies and Widespread Panic's recent tour.

"People are definitely becoming more aware (of recycling) because everything in the news these days is green this and green that."

To simply call ZeroHero a "green" company would be easy, but the reality is Long offers his customers an array of services right down to "waste educators" who inform patrons at events about what ZeroHero does.

Long, 35, originally co-founded Blue Sun Biodiesel in 2001 and almost a decade ago started the Sustainable Living Fair in Fort Collins.

ZeroHero's most visible tool is a tent with materials attached to it to show people what goes where. When people confront recycling bins with a list of things they can or can't throw away, Long notes, they are apt just to trash it all. ZeroHero's tents help simplify the process between recycling, composting and trash.

In addition to recycling, ZeroHero offers biodiesel and solar panels for generators, compostable bags, cups and plates, and carbon offsetting programs to divert the carbon produced at the event.

The entire goal is to divert as much waste from the landfill as possible. The industry standard is an 85 percent diversion rate; however, Long always strives to hit 90 percent.

At Bohemian Nights at NewWestFest this summer, ZeroHero was able to offset 44 tons of carbon emissions and hit a 74 percent total diversion. That is compared to 2008 when Long had a 67 percent diversion rate at the same festival. Next year, he expects to hit 80 percent or higher.

Merry Hummell, director of the Bohemian Nights music festival, said while the Downtown Business Association works directly with ZeroHero in terms of contracting services, the foundation sees the work done by the e-waste company as crucial to its mission of a zero-impact event.

“We do look at it as an integral component,” she said. “The piece has a presence as a green and alternative energy source.”

In working toward that zero-impact rate, Hummell said she was impressed with both ZeroHero’s work as well as the efforts made by the public this year.

Peggy Lyle, programming and event director with the DBA, said ZeroHero helps them make the event green and bring sustainability to the forefront of the public’s mind.

“I think that people, especially in this community, are very open to this kind of effort,” she said. “One of the most important things they do on the public side is that education piece.”

Lyle said they are happy with their partnership with ZeroHero, and she is 99 percent sure they will use them again.

“More and more people see the tents, and more and more people understand how they are used,” said Long, noting it takes time to get people to understand what they are doing. “It’s a process that takes a couple years to get to 90 percent, but it can be done.”

Mark Forsyth, chief executive director of RMI2, said ZeroHero presented to their committee last week and were accepted into the program. Forsyth said the company’s innovative advances in the renewable-energy sector are great for RMI2, which will provide advisers, networking and resources in return.

“I think the company is a really good fit with our program,” he said. “They are very focused on clean energy and sustainability. They have created an innovate new market niche in terms of helping large events manage their energy and waste stream.”

As ZeroHero advances its market share and explores yet-to-be-created technologies to make events greener, Forsyth said RMI2 will be able to help hone the company’s business plan and provide potential collaboration with other clients.

With its addition to the local startup incubator RMI2, the sky is the limit for ZeroHero, and Long has his sights set on Hollywood.

The company already is working with musical artists to provide biodiesel to their touring buses. Widespread Panic, Willie Nelson and Bonnie Raitt are among a few of the artists who already use ZeroHero’s services. Long said they are working to get the Allman Brothers’ tour this fall.

However, beyond the CO2 produced on the road, Long notes the back lots in Hollywood are rife with generators that run 24-7 powering sets and trailers.

His aim is to provide biodiesel to the studios to fuel the generators, and Long has already booked the Teen Choice Awards.

While ZeroHero has witnessed phenomenal growth during the past few months — doubling sales last year to this year with a 40 percent gross margin — the company, which only has three full-time employees, is not immune to the recession.

Long said some events, such as the Mile High Music Festival, have not rebooked considering their services are not as essential to the event as speakers or security.

However, Long, with the aid of RMI2’s services, anticipates hitting $1 million in annual revenue in the next three years.

ZeroHero’s business plan is to expand and open satellite offices around the country in New York, Los Angeles or Houston where those locations can book and work events in the region.

“We are getting more new events than losing old events,” he said.
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For more information, visit zeroheroevents.com