Building an economic and environmental case for sustainability through technology and innovation

The private sector is rapidly becoming an engine for solutions to sustainability challenges by creating new business value through sustainability programs and by creating new ventures whose business model focuses on profitably solving environmental problems. You will have the opportunity to hear diverse examples of such successes, including an entrepreneurship program within an environmental school at UCSB that is launching new ventures, how Patagonia is investing in sustainability, and how markets are making clean energy the deal of the century and driving upheaval in the energy industry. Lastly, hear first-hand examples of successful sustainability programs implemented by Hewlett-Packard, Deckers Brands and Sonos.



gainesSteve Gaines, Dean, UCSB

Steve Gaines is dean of the Bren School of Environmental Sciences & Management at UC Santa Barbara. He is a marine ecologist who has worked on solutions to a wide range of ocean challenges, including overfishing and climate change. His work has revealed many situations where solving challenging environmental problems also leads to greater profits for people who derive value from the sea. These examples of win-win environmental solutions with both environmental and economic benefits led him to develop the EcoEntrepreneurship program within the Bren School. The goal of this effort is to seek entrepreneurial solutions where new ventures can create profitable commercial drivers of environmental change. The EcoE program is less than five years old, but it has launched several new ventures and was recently ranked as the top national program in environmental


gravesPhil Graves, Director of Corporate Development




Phil Graves oversees Patagonia’s venture capital fund and is in charge of the company’s investments and M&A activities. Phil also supports Patagonia’s new business ventures such as Patagonia Provisions, which is the company’s in-house food start-up. Phil works closely with Patagonia’s product and materials teams to unlock sustainable innovations, new products, and technologies through investments in key partners. Phil came to Patagonia with 10 years’ experience consulting on M&A, valuation, corporate finance, and investment-related issues with Deloitte and PwC. For Phil, one of the most rewarding aspects of working for Patagonia is the opportunity to redefine the relationship between the capital markets and a healthy planet.

Craig Shields, and


Craig Shields’ background is a blend of marketing consulting and business development for clients in B2B products and services, and, more recently, clean energy. Starting in 1983, Craig built and managed a marketing agency with a staff as large as 210 professionals, generating demand for Fortune-sized and high-growth clients in IT, automotive, and industrial capital equipment. Headline client relationships included IBM, Hewlett-Packard, Sony, Porsche Motor Cars, 3M, FedEx, Microsoft, General Motors, ITT, Litton, 3Com, Xerox, Penske, AT&T, National Semiconductor, Philips Electronics, Nortel Networks, Unisys, Pacific Telesis, Mitsubishi, Pioneer Electronics, Fujitsu, and Oracle. Recent efforts in marketing consulting to clients in renewable energy have included Xzeres Wind Corporation, Ocean Thermal Energy Corporation, and PlexiSun (building-integrated solar thermal hot water heating). Typical projects required the establishment of new markets, or the launch of new products into existing markets. This routinely involved developing a detailed assessment of the needs and wants of every entity that would ultimately either a) form a part of the supply chain, or b) influence the end-user’s purchase decision. Craig and his team have performed over 800 projects, and rapidly amassed an international reputation of excellence, as well as a demonstrable track-record of success, in building new markets.

Craig’s position as editor of and enables him to use these business skills to forward concepts that are central to our survival as a species: the cessation of destructive practices associated with the production and consumption of energy. Since its inception, the website www.2GreenEnergy has enabled people all around the globe to come together and share important ideas concerning renewable energy, electric transportation, and sustainability more generally.

markheintzMark Heintz, Director of Sustainability 

Mark is a corporate sustainability executive who has over fifteen years of experience leading and building corporate sustainability teams and strategy in both consumer and electronics sectors. Mark was key leader in driving Hewlett-Packard’s sustainability programs where he headed up HP’s stakeholder relations team and efforts. Mark also founded Decker Brands Sustainability program developing its ethical supply chain, environmental sustainability and community affairs programs.   Currently Mark is Director of Sustainability for Sonos – a local Santa Barbara Wireless home audio company.  Mark also sits on the board for the local non-profit Environmental Defense Center. In his spare time, Mark enjoys paddlesurfing, volleyball, yoga and woodworking.


This program will be moderated by Debbie Horne, Vice President of Human Resources & Administration for Seek Thermal, Inc.

debbieDebbie is the Vice President of Human Resources & Administration for Seek Thermal, Inc., a design and manufacturer of high quality thermal imaging products and core platforms for consumer and commercial applications.

Debbie has served as the Human Resource Leader for several start-up organizations in Santa Barbara, including Indigo Systems (acquired by FLIR) FastClick (acquired by ValueClick) and Inogen, and previously owned two successful businesses. She is currently on the faculty in UCSB’s TMP program and a past instructor in USCB’s Human Resource Management Certificate Program. Debbie previously served as the California State Director for the Society of Human Resource Management (SHRM) and board advisor for SHRM, the HR Certification Institute (HRCI), the SHRM Foundation and is a past President of the Santa Barbara Human Resource Association. Debbie has an extensive background in employment law advocacy, having testified before the State Senate, State Assembly and met personally with Federal and State Legislators, including Secretary Perez of the U.S. Department of Labor.

Debbie holds a Masters in Organizational Management, a BA in Business Administration, SPHR, SHRM-SCP, and a Certificate in Human Resource Management from UCLA.

Event Registration:

When:  Wednesday, January 20, 2016, 5:00 PM – 8:00 PM

Where: Cabrillo Pavilion Arts Center, 1118 E. Cabrillo Blvd., Santa Barbara, CA 93103


  • Student $15.00
  • Regular (Online pre-registration only) $30.00
  • At the Door $40.00
  • Parking $4.00 – $6.00 (separate; paid at lot)


  • 5:00 – 6:00 Networking Hour, Check-in & Registration for Walk-ins
  • 6:00 – 7:30 Discussion
  • 7:30 – 8:00 Q&A

Registration includes appetizers and refreshments.

If you miss the early-bird registration, not to worry! We welcome walk-in guests to register at the registration table in the lobby of the venue.

Online event registration for Go Big Go Green powered by Eventbrite


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