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San Francisco, well known for implementing city-wide sustainability measures, is also renowned for its nightlife. But, as San Fran-based startup Green & Tonic asks, does San Fran’s eco-focus impact the city’s clubs and bars? If the organization’s numerous projects – aimed at helping the bar industry become more sustainable – are any indication, the answer is yes.
The Green & Tonic philosophy is simple: Since every purchase ultimately impacts the environment – even one’s happy hour beverage – why not make it easier to purchase wisely? Accordingly, the group’s efforts are aimed at engaging businesspersons, as well as 20- and 30-something patrons, in the greening of bars and clubs.
Green & Tonic provides bar-specific consulting to help businesses implement eco-friendly measures (for example, installing energy efficient lighting and low-flush or efficient toilets and urinals, using recycled and recyclable materials, implementing best sustainable practices, selling local, organic alcohol, and recycling and composting). These measures reduce businesses’ utility bills and give establishments “green bar” cred. Green & Tonic also helps businesses apply for City-provided rebates and other incentives to go green.
Importantly, Green & Tonic also rewards participating businesses by helping attract potential customers, thus offsetting the initial expenses of making eco-friendly changes. For example, the organization is coordinating an upcoming event for which Green & Tonic asked several Mission district bars to demonstrate their commitment to sustainability (by filling out a detailed survey). (Green & Tonic has asked patrons to encourage their favorite bars to participate in the competition.) For the three bars demonstrating the greatest commitment, Green & Tonic will create short video clips, on which the community will vote via Carrotmob. The community-elected bar will win a sustainability fundraiser.
One of the most compelling components is of Green & Tonic’s strategy is perhaps its targeting of businesspersons and their target audience (case in point: the Carrotmob competition). This technique addresses the (understandable) balking of some businesses at the financial investment involved in greening a business. It also underscores the feeling of community that graces San Francisco’s sustainability enthusiasts and spreads it, in sense, to the nightlife community.
