Solar Power International & Energy Storage International

Return On Visibility - The Value of Making Solar Visible

Wednesday, September 26
10:30 AM - 11:00 AM
Location: Industry Trends: Booth 189

The solar industry and its customers can benefit from making solar more visible. Solar adoption is greatly enabled by visibility. Visible solar also adds reputation value to commercial property owners, as visitors and employees see advocacy for clean energy. This session will focus on Return On Visibility (ROV) - the economic value of making solar more visible - and how to activate it.

Attendees will leave with practical ideas and next steps to benefit their own stakeholders. Solar providers can add ROV to clients’ investments in solar. This increases the economic value of unseen rooftop and ground mount systems and differentiates solar providers as they bring new value to clients.

Visibility also promotes solar adoption, which is good for our industry and the world. This topic is especially relevant given margin-compressing forces in the market and our early stage of solar adoption. Customer acquisition costs remain high, in part because most solar is hidden on rooftops and in the desert. For solar to penetrate the mainstream market, the familiarity which comes through everyday visibility is essential.

Deborah Knuckey, MBA, MS, LEED-AP

Managing Director, Renewables Practice

Deborah Knuckey brings more than 20 years of marketing and energy industry experience to clients in the renewables industry. She was head of global marketing at microinverter leader Enphase Energy, and prior to that had roles in the energy practice at McKinsey & Company, and as a business and energy journalist at News Corporation in Australia. Her energy clients have included Greensmith Energy, Delta America's renewable energy group, Repower Capital, Lumeta Solar, Grid4C, AMS's utility practice, a major Californian electric utility, and Petra Systems. She is on the board of EnZinc, a zinc-based clean battery startup.

Deborah is a contributor to PV Magazine, a published author of two books published by John Wiley & Sons, and a Climate Reality Leader.

Deborah has an MBA in Marketing from UCLA, an MS in Sustainable Design from the school of architecture at Catholic University, and is a LEED-AP.


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Pete Marte

Chief Executive Officer
Hannah Solar

Peter Marte is the founder and CEO of Hannah Solar—located in the heart of Atlanta—and has worked diligently over the last nine years throughout the state of Georgia to develop a solar market where none existed only a few short years ago. Pete is a NABCEP certified Solar PV Installer and oversees the management team at Hannah Solar, LLC and Hannah Energy.

Pete has been very active on the policy side of the industry as vice-chair of the Georgia chapter of the Solar Energy Industries Association (SEIA), which has built consensus and support for solar within the state by working with many stakeholders, including the Public Service Commission, local utilities, and the legislature. This work has been a team initiative with competitors, suppliers, and clients coming together, the result
being solar adoption growing from less than 500KW (kilowatts) in 2009 to over 840 MW (megawatts) being approved for the Georgia Power Advanced Solar Initiative to be built by 2016. Pete was recently recognized by President Barack Obama as a Champion of Change award winner and he was also named Metro Atlanta Chamber’s 2015 E3 Trident Award winner.

Pete is an Engineering graduate from the Maine Maritime Academy class 1985. His first renewable energy project was the installation of a 3KW wind turbine in 1992 at his home on Block Island 14 miles off the coast of Rhode Island. He lives in Atlanta with his wife and two children.


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Craig Merrigan

co-founder and CEO
Spotlight Solar

Craig is a career marketer with more than 25 years of experience, including leadership roles at major companies such as IBM, Lenovo, and Quaker. As VP at Lenovo, he led brand development and design, and a global launch into the consumer market. Prior to founding Spotlight Solar, Craig provided consulting services in the solar industry. Spotlight Solar was founded to create visibility for solar – for the benefit of property owners, and to foster adoption.


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Matt Valle

Vice President, Development
Florida Power & Light

Matt Valle, Vice President of Development at Florida Power & Light (FPL) in Juno Beach, Florida, leads a team that is helping to shape Florida’s clean energy future.

In his role, Matt’s team is responsible for the development of any new generation and batteries for FPL as well as several customer distributed resource and community solar programs. In universal scale solar, FPL has over 1200 MW in service or under construction and by 2023 will have installed more than 10 million solar panels across the Sunshine State by 2023. In addition to large scale solar power, Matt’s group is installing unique solar arrays at parks, zoos and museums throughout Florida as part of the FPL SolarNow program. These distinctive solar trees and solar canopies aim to inspire people to learn more about solar energy. Matt's team is also responsible for developing FPL's growing battery storage portfolio.

Prior to joining NextEra Energy, Matt was a Principal with The Boston Consulting Group, a global firm that advises clients in the private, public, and not-for-profit sectors, from 2007 to 2011. Based in Dallas, he led teams that advised Fortune 500 clients in the energy and technology sectors. Prior to The Boston Consulting Group, he served five years as a nuclear submarine officer in the U.S. Navy.

Matt received his Bachelor of Science with Merit from the U.S. Naval Academy in Systems Engineering, and his Master of Business Administration from Harvard Business School.


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Return On Visibility - The Value of Making Solar Visible

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