Going green

While US petrol prices rose to an all-time high in 2008, so did the discussion about environmentalism. Environmental protection strategies are now being discussed along with effective uses of resources on a much broader basis. While these efforts started at a very basic level, some arts organisations have embarked on a green mission.
The not-for-profit newspaper Chronicle of Philanthropy dedicated an entire issue to this subject, introducing strategies to reduce energy consumption, recycling of office supplies, a petrol-saving commute, and environmentally friendly maintenance of buildings and grounds. How to involve staff members in these projects was discussed.
Of all arts institutions, museums are at the forefront of green initiatives. A number use certified sustainable materials for new buildings, and some have exhibitions with green messages and green memberships where communication is electronic. For the first time in 10 years, members of the American Museum Association formed a new Professional Interest Committee, ‘PIC Green’. It supports green museum initiatives through dialogue, sharing data and case studies, and networking that leads to professional development and environmentally sustainable innovations.
A great example from the performing arts comes from Broadway theatre. Inspired by ‘An Inconvenient Truth’, the Producer of ‘Wicked’, David Stone, used his hit musical operations to address climate change and sustainability. With eco-minded Universal Pictures as producer, Stone committed the start-up capital needed to explore green procedures and invest in energy-efficient equipment and eco-friendly supplies. What started in 2003 as a backstage effort by recycling batteries, replacing incandescent front of house lighting with compact fluorescents and makeup designers working with actors to adjust their palettes to account for fluorescent lights, has been turned into a industry-wide effort, the Broadway Green Alliance. Broadway’s eco-efforts are being evaluated, and findings will help guide industry-wide recommendations and improve eco-practices across costume, set and lighting designers in theatre and film.
While information sources and interest groups continually grow, funding sources are still limited. American arts organisations mostly rely on government and foundation grants to execute green initiatives. Giving to environmental causes ranks lowest on the cause list. It has recently increased as public awareness grew, supported by the messages of the current administration in Washington. Available funding for arts institutions will probably grow accordingly. By providing arts experiences and environmental education, art institutions may tap into funds beyond those restricted to the arts. American arts institutions that take on green initiatives and reach beyond their core artistic mission have the chance to engage in a discussion that shapes communities and might find relevance beyond their core audience.