Eco-Tourism: Green Gem at Ruby Falls

Observing Chattanooga’s progress in sustainable business practices is often associated with new and trendy companies and organizations. But on Lookout Mountain, Ruby Falls is proving what’s old can in fact be what’s new. For 80 years, this natural attraction never lost sight of its opportunities, challenges, and surroundings. During that time period, millions have descended Lookout Mountain with a better appreciation of natural resources and the responsibilities associated with protecting them. Ruby Falls was Eco-Tourism before there was Eco-Tourism.

What changed at Ruby Falls was embracing the ideal that your best green-self is a constant and never-ending process of trying to do better. Assisted by Dobbin Callahan of SkyeCon Consulting, Ruby Falls took an introspective look at every aspect of its operation with a process driven by its employees. Tougher questions were asked, standards raised, and ultimately accountability increased. Ruby Falls President, Hugh Morrow, recently took me on a tour of this amazing resource and discussed his team’s transformative process. (Thank you, Jim Frierson, for the great camera work. Resource links below.)

Ruby Falls – www.RubyFalls.com
Green Globe International – www.GreenGlobeInt.com
Eco-Tourism Society – www.ecotourism.org