1. 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.

2. 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

3. 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

4. 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.

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. 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.

11. 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.

12. 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

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

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

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

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

17. Video

18. 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 lbs recycling

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

20. 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.

21. BroAm Diversion Rates Yearly Comparison by Weight
17%
56%
27%
47%
53%
57%
43%
BroAm Diversion Rates by Weight
Landfilled
Recycled ,628
Composted
Totals , ,923

22. 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

23. Solana Center for Environmental Innovation
137 N. El Camino Real
Encinitas, CA 92024
(760) x226