The world’s most famous office building was also New York City’s largest commercial purchaser of 100% renewable energy when it became a Green Mountain customer. The Empire State Building had been undergoing a groundbreaking energy efficiency retrofit and chose to purchase 100% clean energy as the next step to further its sustainability efforts.
How We Got Here
January, 2011. As part of its ground-breaking energy efficiency retrofit, the world-famous Empire State Building decided to purchase 100% clean energy to further its sustainability efforts. The iconic landmark contracted with Green Mountain Energy Company to purchase 100% renewable energy, becoming New York City’s largest commercial purchaser of green power.
Green Mountain was selected in a bid process with multiple electric service companies (ESCOs) as a result of its competitive electricity rate, favorable contract terms and leadership in the renewable energy industry. The Empire State Building signed a two-year contract to purchase 100% renewable energy, which was later extended for another 2-year term through 2014.
What It Means
Over the life of its four-year contract with Green Mountain, the Empire State Building is projected to avoid an estimated 239.4 million pounds of CO2. That’s like:
- Every household in New York State turning off all of its lights for a week and a half
- Taking every NYC taxi off the road for 6 months
Clean energy and our nearly 40% reduced consumption of watts and BTUs gives us a competitive advantage in attracting the best tenants at the best rents. We were happy to partner with Green Mountain Energy Company on this deal.
– Anthony Malkin, President of Malkin Holdings
The Empire State Building image is a trademarked design and used with permission by ESBC.
Spreading The Word
Extensive PR and marketing support for this historic purchase continued months after the announcement.
- News release/photo distributed through PR Web and hundreds of daily, weekly, energy, environmental, real estate and business bloggers and media outlets
- Over a dozen phone or in-person media interviews, including:
- Crain’s New York Business, Platt’s, GreenBiz, Dallas Business Journal, Time, NPR and Fox TV affiliates
- Staged photo of Anthony Malkin (President, Malkin Holdings, owner of the Empire State Building) flipping the switch
- Empire State Building lit itself up “green”
- Coverage in over 60 different outlets and 65 blogs, spanning multiple industries, including:
- USA Today
- New York Times
- NY Daily News
- NY Post
- NBC, Fox and ABC affiliates
- “Empire State Building” was the 9th most popular Twitter tag in the New York region on announcement day
Green Mountain also designed window displays for the Empire State Building lobby to educate tenants and visitors about the benefits of renewable energy and the building’s environmental commitment.
“Empire State Building Goes Greener with Wind Power” – USA Today, 1/06/11
“The iconic Empire State Building, undergoing a multimillion-dollar green renovation, announced Thursday that it will buy wind power for all its electricity. The building, the world’s tallest for four decades and still the tallest in New York City, will buy 100% wind power from Texas-based Green Mountain Energy Company….” – USA Today, 1/06/11
“Green Power for the Empire State Building” – The New York Times, 1/06/11
“In a two-year deal brokered with Green Mountain Energy, a renewable power and carbon offset retailer recently acquired by NRG Energy of New Jersey, the Empire State Building will purchase 55 million kilowatt-hours worth of renewable energy certificates annually — enough to cover its yearly electricity consumption….” – The New York Times, 1/06/11
The Empire State Building is a trademarked image and used with permission by ESRT