Creating Sustainable Impact:

Karen’s ESG Journey with Fifty Shades Greener

Introduction: Transforming Convention Tourism Through Sustainability

Meet Karen, the General Manager of the Shannon Region Conference and Sports Bureau in the heart of the Midwest of Ireland. Karen’s role is exciting but challenging: she works to attract global events to the region, boosting the local economy and showcasing all that the Shannon Region has to offer. But she’s also acutely aware of the environmental impact that comes with large gatherings, especially in an island nation where air travel is a must for international delegates.

For Karen, it’s about more than just business growth, it’s about ensuring that every event leaves a positive legacy, engages meaningfully with the community, and minimises its carbon footprint. Her big goal? To create a framework that measures and enhances each event’s impact, ensuring they contribute to long-term sustainability.

Andrea Wenner

The Challenge: Balancing Growth with Responsibility

Attracting large-scale events brings incredible benefits, but it also comes with big sustainability challenges. Karen knew she needed a strategic, informed approach, something that combined practical tools with a deep understanding of global sustainability principles. Her main concerns included...

Air Travel’s Carbon Footprint

With most delegates flying in, finding ways to reduce the environmental impact of transportation was crucial.

Community Connection

 Making sure events contribute positively to the local community and leave more than just economic benefits.

Leaving a Legacy 

Creating a system to track and measure the long-term impact of events, ensuring they align with global sustainability goals.

Our Approach: Practical Tools for Lasting Change

Karen’s sustainability journey began over five years ago when she met Raquel Noboa, Managing Director of Fifty Shades Greener. Inspired by Raquel’s passion and expertise, Karen invited her to present to bureau members, sparking a commitment to sustainability that has only grown stronger.

Since then, Karen has partnered closely with Fifty Shades Greener, organising training sessions and helping the bureau participate in the Global Destination Sustainability Index. But to make a real, measurable difference, she knew they needed to go even deeper.

That’s where the UPEACE-certified ESG Leadership Programme came in, it offered:

  • Comprehensive ESG Training: A deep dive into Environmental, Social, and Governance issues, tailored for small businesses.
  • Practical Problem-Solving Tools: Strategies and techniques that could be applied directly to the bureau’s work.
  • Flexible Learning: An online format that fit perfectly into Karen and her team’s busy schedules.

Impactful Results: Building a Sustainable Future

The programme had a profound impact, leading to some fantastic changes...

Greener Work Environments 

Each team member assessed their home office setup to identify ways to reduce waste and improve energy efficiency. By sharing their findings, they created a culture of continuous improvement.

Mindful Decisions 

ESG considerations are now part of every decision they make, from choosing renewable energy providers to reducing waste. Sustainability is at the core of everything they do.

Event Impact Framework 

Karen is partnering with Failte Ireland to develop a framework that tracks the positive outcomes of each event. This ensures that carbon reduction strategies are built into the planning and execution stages.

Karen’s Experience in Her Own Words

"The programme was excellent. It was delivered online and at a pace that really worked for us. We gained practical tools we could apply straight away, and the support, especially on the final assignment, was amazing. Understanding our role in the sustainability solution was empowering and eye-opening!"

Lessons Learned: Insights for Sustainability Leaders

Karen’s biggest takeaway?
"The time to start was yesterday. Don’t wait, just do!"

Her advice for others: "Find a course that fits your schedule and reach out to the team at Fifty Shades Greener. Their knowledge and support will put you on the right path, no matter what industry you’re in."

Next Steps: A Continued Commitment to Sustainability

Karen’s sustainability journey is just getting started. She’s working with Failte Ireland to implement an event legacy and impact framework, ensuring that every event leaves a positive, measurable legacy.

On a personal note, Karen has also started a Level 9 postgraduate course in Sustainable Work at the University of Limerick. She’s committed to staying ahead of the curve, learning about emerging technologies, and honing her leadership skills to keep the Shannon Region Conference and Sports Bureau at the forefront of ESG practices.

Ready to Lead in ESG?

Lead the Charge in Sustainability with Confidence! The ESG Leadership Programme is designed to equip you with the practical tools, expert insights, and flexible learning to drive real, impactful change. You'll gain a comprehensive understanding of Environmental, Social, and Governance principles, and learn how to implement them effectively in your organisation. Join our next cohort and take the first step toward becoming a sustainability leader who makes a lasting difference!

 

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