Prince of Whales
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Prince of Whales is the largest whale watching company in British Columbia, with over 50 staff during peak season. To accommodate growing passenger numbers, they added a new 94-passenger tour boat called the Salish Sea Dream. The boat was powered by four Volvo Penta D13-700 engines providing 700 horsepower each for faster travel to wildlife areas and additional daily tours. The reliable and fuel efficient Volvo Penta engines also produce low emissions and require less maintenance, benefiting both the environment and tour operations costs.
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C A S E F O U R
Sustainability at Holland
America Line
By Murray Silverman, San Francisco State University. This is an edited version of a longer case, Protecting Our Oceans:
Sustainability at Holland America Line, copyright 息 2012 by Murray Silverman; all rights reserved. This version was edited,
abridged, and used by permission of the author. A full set of footnotes is available in the longer case. The case was devel-
oped with the cooperation of Holland America and the support of the Center for Ethical and Sustainable Business at San
Francisco State University and the Campbell Foundation. This case was prepared as a basis for class discussion rather than
to illustrate the effective or ineffective handling of an administrative situation.
Holland America Line (HAL) was proud of its reputation as a sustainability leader in the
global cruise industry. Bill Morani, vice president for safety and environmental systems,
was responsible for ensuring that the company and fleet complied with both safety and
environmental regulations and policies. In light of the maritime industrys significant envi-
ronmental impacts and its complex and rapidly evolving regulatory environment, Morani
was thinking about how to prioritize the companys current sustainability initiatives. His
musings were interrupted as Dan Grausz, executive vice president for fleet operations, came
into his office waving an article. The Stena Line, a ferry operator, had reduced fuel use on
one of its vessels by installing two wind turbines on deck, the article reported. Grausz, who
also served as leader of the companys fuel conservation committee, reminded Morani that
wind turbines were one of 56 initiatives HAL was evaluating. It had been assigned a low
priority, but Grausz asked Morani if he thought that should be reconsidered.
HAL, headquartered in Seattle, Washington, was founded as a shipping and passenger
line in 1873 and offered its first vacation cruises in 1895. In 1989, HAL became a wholly
owned subsidiary of Carnival Corporation. HAL maintained its own identity, operating its
own fleet, and managing its marketing, sales, and administrative support. In 2011, HAL
operated 15 mid-size ships, mostly in the premium segment, and expected to carry 750,000
passengers to 350 ports in 100 countries. The company had more than 14,000 employees.
HAL was widely recognized as a leader in the cruise industry in its environmental sus-
tainability. In 2006, HAL had received the Green Planet Award, which recognized eco-
minded hotels, resorts, and cruise lines for outstanding environmental standards. This
award was based on the companys ISO14001 certification and the installation of shore
power plug-in systems on three ships. In 2008, Virgin Holidays awarded HAL its Respon-
sible Tourism Award based on its reduction of dockside emissions, increased use of recy-
cling, and adoption of a training program to .Carnival cruise lines 
Carnival cruise lines Sunshine Bustamante
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Carnival Cruise Lines is a Miami-based cruise line owned by Carnival Corporation. It was founded in 1972 and owns 11 cruise ship brands. In 1996, the Carnival Destiny became the largest passenger ship at the time. Costa Cruises is an Italian cruise line based in Genoa. Royal Caribbean International began in the 1960s and introduced mega ships like Sovereign of the Seas in 1988. Celebrity Cruises is an upscale cruise line known for excellent food and service, and added elements from its Solstice class ships to its Millennium class fleet in 2010.Prince of Whales
- 1. M A R I N E With over 50 staff members during peak season, Prince of Whales is the largest whale watching eco-adventure company in British Columbia. Their exciting whale watching experience has innovated from the start, with the development of RHIBs in the 1990s that would become the whale watching industry standard and pioneering practices that made the company a leader in eco- and wildlife-friendly tours. After years of daily service, the time had come to add another vessel to Prince of Whales already impressive fleet in order to accommodate their growing number of passengers. The new 94-passenger boat, which is named the Salish Sea Dream, was built by Armstrong Marine - a longtime partner of Pacific Power Group who again collaborated to power the new boat. To help Prince of Whales create a more enthralling and educational whale watching experience, a Volvo Penta power system was engineered by PPG that will help the new tour boat travel to active wildlife areas faster. PPGs marine team powered the Salish Sea Dream with four Volvo Penta D13-700 Inboard turbo diesel engines that each supply 700 HP at 2300 RPM, providing faster acceleration and better ability to maintain high top speed. That allows them to offer extended and additional tours each day, and makes for a greater whale watching experience. The vessels Volvo Penta engines also offer the Dream dependability, low weight & fuel consumption, lower operating costs and the reliability demanded for tour operations. The engines were also selected for their environmental benefits with low exhaust emissions, certified to US EPA Tier 3 commercial marine and IMO II standards. Further environmental benefits are achieved with a longer engine oil change interval of 1,000 hours, reducing oil usage and waste oil management in addition to significant cost savings for the tour operator. Pacific Power Group also supplied Volvo Penta Electronic Vessel Controls (EVC) to complement the propulsion system. The Salish Sea Dream was built at Armstrong Marines Port Angeles, Washington shipyard. The Dream launched in summer 2016. Customer Solutions CUSTOMER: PRINCE OF WHALES TOURS POWER SYSTEM: (4) Volvo Penta D13-700 Inboard engines VESSEL TYPE: Aluminum Tour Boat BUILDER: Armstrong Marine LOCATION: Port Townsend, WA DATE: Spring 2016 A Better Way to Watch Nature in Action: The Prince of Whales Experience Volvo Penta D-13