The old environmental adage, “if you are not part of the solution, you are part of the problem,” was never more applicable or potentially advantageous to brownfield redevelopments than it is right now. This premise is based on the environmental momentum that is fueling the public’s appetite to physically do something to address environmental concerns and to make a tangible difference. The public is developing a compelling need to “turn the corner.” Society wants to rectify past environmental sins and leave a more positive legacy for future generations. Brownfield redevelopment should be positioned and promoted in alignment with this window of opportunity.

Currently, it seems that virtually all participants in brownfield initiatives are frustrated. One overriding complaint is the difficulty in getting all stakeholders on the same page to move redevelopment projects ahead in a timely and business like fashion.

Credit: © Photographer: Krista Gabbard | Agency: www.Dreamstime.Com

Those involved directly with the various aspects of brownfield redevelopment programs generally seem to be aware of the broad environmental benefits associated with the field, but at the same time, continue to encounter repeated barriers and roadblocks that delay or stop effective redevelopment projects. Why do brownfield projects have to be “pushed” by proponents without any real “pull” from the other stakeholders, particularly local communities and government entities that realize the longer term benefits of redevelopment?

To some degree, it has to do with the unusual number of disparate stakeholders—impacted site property owners; neighbours; multiple levels of government help and oversight; financial institutions; real estate, legal and technical representatives; not to mention local community and media perspectives. In addition to the wide variety of stakeholders and their concerns, each site in itself can present unique technical, regulatory, liability, and funding complexities at the ground level.

Project challenges or barriers notwithstanding, brownfields are, for the most part, known and solvable entities as witnessed by recent and numerous brownfield success stories—at least within the industry. To promote that view on a broader level, the notion of brownfield redevelopment has to move up the environmental feeding chain and position itself more positively as a key component of sustainable renewal.

Most recently, the media, the political winds and Western society in general, have rallied to the cause of sustainable redevelopment and renewal. This notion is currently considered “forward environmental thinking.” There is no better example than Al Gore’s current streamlining and promotion to the public at large of the need for collective action on global warming. With more specific reference to brownfields, the types of messages that people like Storm Cunningham have been presenting should be embraced and promoted by brownfield redevelopers. His messages, which revolve around the restoration economy and revitalization strategies, are strong endorsements for the need to collectively overcome barriers and move aggressively on the redevelopment of brownfields.

To accomplish this, brownfield redevelopments should be promoted broadly and, in marketing terms, “branded” as local, readily doable, sustainable redevelopment projects. Brownfield redevelopments align with all the current trends regarding environmental recycling, urban renewal, infrastructure renewal, and new urbanism, and serve as a proponent of solving the transportation deficit.

To move to this next level does not require a lot of vision. As with most things, timing is everything. For brownfield redevelopment to catch the wave, the time is right now. The catalyst requires leadership to rise above site-specific brownfield redevelopment challenges and continually encourage the hearts, as well as the heads, to do the right environmental thing. If done correctly, brownfield developers can now reach out to the local community—at the societal gut level—for the needed support and pull. The local community, the ultimate customer, is now ready to embrace sustainable (brownfield) redevelopment in real terms.

Alan J. Durand recently retired as a senior environmental advisor from a major Canadian oil company, and is located in Toronto, Ontario, Canada.