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KNOXVILLE — The Center for Sustainable Business and Tourism (CSBT) at the University of Tennessee, Knoxville, recently received a gift from Ruby Falls to support sustainability efforts identified by the center. The CSBT is housed within the Institute for a Secure and Sustainable Environment.

Hugh Morrow, president of Ruby Falls, LLC

Located more than 1,120 feet beneath the surface in Chattanooga, Ruby Falls is the nation’s largest and deepest waterfall open to the public.

“Ruby Falls is committed to the reduction of our environmental footprint while providing a better experience for our visitors,” said Hugh Morrow, president of Ruby Falls, LLC. Ruby Falls is the first U.S. attraction to receive the Green Globe Certification. Other sustainable practices include the installation of LED lighting, solar panels and recycling programs.

“We are tremendously excited about participating in the UT Center for Sustainable Business and Tourism,” Morrow said. “Our donation is to help the center further advance its initiatives of providing operational solutions, improving quality of life, developing sustainable business models and promoting green tourism via interdisciplinary research, community collaboration, leadership and education.”

The CSBT engages in research and outreach projects with collaborative partners and communities to develop and promote products and services that emphasize sustainability.

“We sincerely welcome the newly established partnership with Ruby Falls,” said Rachel Chen, CSBT director and associate professor in the Department of Retail, Hospitality and Tourism. “I am very grateful for Ruby Falls’ support and appreciate very much Mr. Morrow’s vision and great efforts in the field of sustainability.”

To learn more about the CSBT, visit For more info on Ruby Falls, visit


Rachel Chen, CSBT director (865-974-0505,