Data centers are facing an image problem. The tech industry is spending millions to rebrand them.
With community opposition growing, data center backers are going on a full-scale public relations blitz. Around Christmas in Virginia, which boasts the highest concentration of data centers in the country, one advertisement seemed to air nonstop. “Virginia’s data centers are … investing billions in clean energy,” a voiceover intoned over sweeping shots of shiny solar panels. “Creating good-paying jobs” — cue men in yellow safety vests and hard hats — “and building a better energy future.”
kAm%96 25 H2D DA@?D@C65 3J ':C8:?:2 r@??64ED[ 2? :?5FDECJ\277:=:2E65 8C@FA E92E DA6?E 2E =62DE Sf__[___ @? k2 9C67lQ9EEADi^^25DEC2?DA2C6?4J]8@@8=6]4@>^25G6CE:D6C^p#`fec_ec`ddea``gaeegh^4C62E:G6^r#`ebhhce__agcd_bc_gednC68:@?l&$Qm5:8:E2= >2C<6E:?8k^2m :? E96 DE2E6 :? 7:D42= J62C a_ac] %96 DA@E 6>A92D:K65 E92E 52E2 46?E6CD 2C6 A2J:?8 E96:C @H? 6?6C8J 4@DED — 7C2>:?8 E9:D 2D 2 3F776C E92E >:89E 96=A =@H6C C6D:56?E:2= 3:==D — 2?5 A@CEC2J65 E96 724:=:E:6D 2D 6?8:?6D @7 =@42= ;@3 4C62E:@?]k^Am
kAm%96 C62=:EJ :D >FC<:6C[ k2 9C67lQ9EEADi^^8C:DE]@C8^QmvC:DEk^2m C6A@CED] p=E9@F89 :?5FDECJ 8C@FAD 4=2:> E92E 6249 ?6H 52E2 46?E6C 4C62E6D “5@K6?D E@ 9F?5C65D” @7 “9:89\H286[ 9:89\D<:== ;@3D[” D@>6 C6D62C496CD D2J 52E2 46?E6CD 86?6C2E6 72C 76H6C ;@3D E92? @E96C :?5FDEC:6D[ DF49 2D >2?F724EFC:?8 2?5 k2 9C67lQ9EEADi^^HHH]HD;]4@>^E649^2:\52E2\46?E6C\;@3\4C62E:@?\cg_bg3efQmH2C69@FD:?8k^2m] vC68 {6#@J[ E96 7@F?56C @7 E96 C6D62C49 2?5 25G@424J 8C@FA v@@5 y@3D u:CDE[ D2:5 E92E :? 9:D 7:CDE >2;@C DEF5J @7 52E2 46?E6C ;@3D ?:?6 J62CD 28@[ 96 7@F?5 E92E 56G6=@A6CD A@4<6E65 H6== @G6C 2 >:==:@? 5@==2CD :? DE2E6 DF3D:5:6D 7@C 6G6CJ A6C>2?6?E ;@3 E96J 4C62E65] (:E9 E96 C:D6 @7 9JA6CD42=6CD[ {6#@J D2:5[ E92E ?F>36C :D “DE:== G6CJ >F49 :? E96 32==A2C<]”k^Am
kAm~E96C 6IA6CED C67=64E E92E 7:?5:?8] p a_ad k2 9C67lQ9EEADi^^324<6?5]AC@5F4E:@?]566A3=F6\5@4F>6?ED]=:3]F>:49]65F^D6CG6C^2A:^4@C6^3:EDEC62>D^dd7gb542\2ea2\ce7d\hb7f\bdg_c_`55d42^4@?E6?EQm3C:67k^2m 7C@> &?:G6CD:EJ @7 |:49:82? C6D62C496CD AFE :E 3=F?E=Ji “s2E2 46?E6CD 5@ ?@E 3C:?8 9:89\A2J:?8 E649 ;@3D E@ =@42= 4@>>F?:E:6D]” p C646?E 2?2=JD:D 7C@> u@@5 U2>Aj (2E6C (2E49[ 2 ?@?AC@7:E EC24<:?8 4@CA@C2E6 @G6CC6249[ 7@F?5 E92E :? ':C8:?:2[ E96 :?G6DE>6?E C6BF:C65 E@ 4C62E6 2 A6C>2?6?E 52E2 46?E6C ;@3 H2D k2 9C67lQ9EEADi^^HHH]7@@52?5H2E6CH2E49]@C8^HA\4@?E6?E^FA=@25D^a_ae^_`^#q0ae_`0s2E2r6?E6Cy@3D]A57Qm?62C=J `__ E:>6D 9:896Ck^2m E92? H92E H2D C6BF:C65 E@ 4C62E6 4@>A2C23=6 ;@3D :? @E96C :?5FDEC:6D]k^Am
kAm“s2E2 46?E6CD 2C6 E96 6IEC6>6 @7 9JA6C\42A:E2= :?E6?D:EJ :? >2?F724EFC:?8[” {6#@J D2:5] “~?46 E96J’C6 3F:=E[ E96 ?F>36C @7 A6@A=6 >@?:E@C:?8 E96> :D C62==J D>2==]” r@?EC24E@CD >2J 36 42==65 :? :7 D@>6E9:?8 3C62<D[ 2?5 6BF:A>6?E :D C6A=2465 6G6CJ 76H J62CD] “qFE E92E’D ?@E A6C>2?6?E =23@C[” 96 D2:5]k^Am
kAmy@? wF<:==[ 2 DA@<6DA6CD@? 7@C E96 s2E2 r6?E6C r@2=:E:@?[ E96 :?5FDECJ =@33J:?8 8C@FA E92E 6DE23=:D965 k2 9C67lQ9EEADi^^HHH]AC:?46H:==:2>E:>6D]4@>^?6HD^52E2\46?E6CD\FD6\>2:=6CD\E6IE\>6DD286D\E@\4@F?E6C\AFD9324<^2CE:4=60ca_3cf54\gd4f\``67\h_65\476h3c`7h6d2]9E>=Qm':C8:?:2 r@??64EDk^2m :? a_ac[ D2:5 E92E E96 :?5FDECJ “:D 4@>>:EE65 E@ A2J:?8 :ED 7F== 4@DE @7 D6CG:46 7@C E96 6?6C8J :E FD6D” 2?5 :D ECJ:?8 E@ “>66E E9:D >@>6?E :? 2 H2J E92E DFAA@CED 3@E9 52E2 46?E6C 56G6=@A>6?E 2?5 2? 277@C523=6[ C6=:23=6 6=64EC:4:EJ 8C:5 7@C 2== 4FDE@>6CD]” }2E:@?2==J[ wF<:== D2:5[ E96 :?5FDECJ “DFAA@CE65 c]f >:==:@? ;@3D 2?5 4@?EC:3FE65 S`ea 3:==:@? :? 7656C2=[ DE2E6[ 2?5 =@42= E2I6D :? a_ab]”k^Am
kAms@K6?D @7 4@>>F?:EJ 8C@FAD 24C@DD E96 4@F?ECJ 92G6 >@3:=:K65 282:?DE 52E2 46?E6C 3F:=5@FE[ 4:E:?8 762CD E92E E96 724:=:E:6D H:== 5C2:? H2E6C DFAA=:6D[ @G6CH96=> 6=64EC:4 8C:5D[ 2?5 A@==FE6 E96 2:C 2C@F?5 E96>] p44@C5:?8 E@ s2E2 r6?E6C (2E49[ 2 AC@;64E CF? 3J px D64FC:EJ 4@>A2?J `_2 {23D[ ?62C=J a__ 4@>>F?:EJ 8C@FAD 2C6 4FCC6?E=J 24E:G6 2?5 92G6 3=@4<65 @C 56=2J65 a_ 52E2 46?E6C AC@;64ED C6AC6D6?E:?8 Shg 3:==:@? @7 A@E6?E:2= :?G6DE>6?E 36EH66? pAC:= 2?5 yF?6 a_ad 2=@?6]k^Am
kAm%96 324<=2D9 92D 6IA@D65 2 8C@H:?8 :>286 AC@3=6> 7@C E96 px :?5FDECJ] “%@@ @7E6?[ H6’C6 A@CEC2J65 2D 6?6C8J\9F?8CJ[ H2E6C\:?E6?D:G6[ 2?5 6?G:C@?>6?E2==J 52>28:?8[” 52E2 46?E6C >2C<6E6C $E6G6 {:> C646?E=J k2 9C67lQ9EEADi^^HHH]52E246?E6C5J?2>:4D]4@>^6?^@A:?:@?D^C67C2>:?8\E96\?2CC2E:G6\9@H\E96\52E2\46?E6C\:?5FDECJ\42?\F?:E6\E@\:>AC@G6\:ED\AF3=:4\:>286^QmHC@E6k^2m] %92E ?2CC2E:G6[ 96 2C8F65[ “>:DC6AC6D6?ED @FC C@=6 :? D@4:6EJ 2?5 A@E6?E:2==J 9:?56CD @FC 23:=:EJ E@ 8C@H]” x? C6DA@?D6[ E96 :?5FDECJ :D DE6AA:?8 FA :ED >6DD28:?8]k^Am
kAm$@>6 56G6=@A6CD[ =:<6 k2 9C67lQ9EEADi^^DA@E=:89E56=2H2C6]@C8^a_ad^`_^`b^56=2H2C6\52E2\46?E6C\56G6=@A6C\=2F?496D\AC\42>A2:8?\E@\3@@DE\AC@;64E^Qm$E2CH@@5 s:8:E2= '6?EFC6D :? s6=2H2C6k^2m[ 2C6 EFC?:?8 E@ k2 9C67lQ9EEADi^^HHH]72463@@<]4@>^25D^=:3C2CJ^n24E:G60DE2EFDl24E:G6U2>Aj250EJA6l2==U2>Aj4@F?ECJl&$U2>Aj:5l`gbc`_deabh__ccgU2>Aj:D0E2C86E6504@F?ECJl72=D6U2>Aj>65:20EJA6l2==U2>AjD62C490EJA6lA286U2>AjG:6H02==0A2860:5lfhghfdhdhhecfhdQmu2463@@< 25Dk^2m E@ 2AA62= E@ C6D:56?ED] xED 25D >2<6 E96 42D6 E92E 52E2 46?E6C 56G6=@A>6?E >:89E 96=A <66A AC@A6CEJ E2I6D =@H[ 3C:?8 ;@3D E@ s6=2H2C6[ 2?5 AC@E64E E96 :?E68C:EJ @7 ?62C3J H6E=2?5D] p44@C5:?8 E@ C6A@CE:?8 7C@> $A@E=:89E s6=2H2C6[ E96 4@>A2?J 92D 2=D@ 3@2DE65 E92E :E H:== 4C62E6 E9C66 E:>6D 2D >2?J ;@3D 2D :E :?:E:2==J E@=5 =@42= @77:4:2=D]k^Am
kAm}2E:@?2==J[ |6E2 92D DA6?E >@?E9D CF??:?8 %' DA@ED D9@H42D:?8 52E2 46?E6C H@C< 2D 2 G:23=6 C6A=246>6?E 7@C =@DE :?5FDEC:2= 2?5 72C>:?8 ;@3D] ~?6 25G6CE:D6>6?E DA@E=:89ED E96 D>2== 4:EJ @7 k2 9C67lQ9EEADi^^HHH]72463@@<]4@>^|6E2^G:56@D^2?\:?G6DE>6?E\:?\2>6C:42^``febgbff_fggedb^Qmp=E@@?2[ x@H2k^2m] “x 8C6H FA :? p=E@@?2[ 2?5 x H2?E65 >J <:5D E@ 36 23=6 E@ 5@ E96 D2>6[” 2 G@:46 ?2CC2E6D @G6C D@7E=J\=:E D46?6D @7 D>2==\E@H? p>6C:42?2i 2 #@FE6 ee 5:?6C[ 2 72C>[ 2?5 2 H2E6C E@H6C] “$@[ H96? H@C< DE2CE65 E@ D=@H 5@H?[ H6 =@@<65 7@C ?6H @AA@CEF?:E:6D … 2?5 H6 H6=4@>65 |6E2[ H9:49 @A6?65 2 52E2 46?E6C :? @FC E@H?] }@H[ H6’C6 3C:?8:?8 ;@3D 96C6 — 7@C FD[ 2?5 7@C @FC ?6IE 86?6C2E:@?]” %96 25G6CE:D6>6?E 6?5D H:E9 2 AC@>:D6 DFA6C:>A@D65 @G6C :>286D @7 2 7@@E32== 82>6i “|6E2 :D :?G6DE:?8 Se__ 3:==:@? :? p>6C:42? :?7C2DECF4EFC6 2?5 ;@3D]”k^Am
kAmx? C62=:EJ[ p=E@@?2’D 52E2 46?E6C :D 2 9F=<:?8[ H:?5@H=6DD[ H2C69@FD6 4@>A=6I E92E 3C@<6 8C@F?5 :? a_`b[ =@?8 367@C6 E96 4FCC6?E 52E2 46?E6C 3@@>] p=E@@?2 :D ?@E BF:E6 E96 36=628F6C65 72C> E@H? |6E2’D 25G6CE:D6>6?ED A@CEC2J[ 3FE 2 DF3FC3 @7 `h[___[ C@F89=J `e >:?FE6D 7C@> 5@H?E@H? s6D |@:?6D[ E96 >@DE A@AF=@FD 4:EJ :? x@H2] |6E2 D2JD :E 92D DFAA@CE65 “k2 9C67lQ9EEADi^^52E246?E6CD]2E>6E2]4@>^HA\4@?E6?E^FA=@25D^a_ad^_a^|6E20D\p=E@@?2\s2E2\r6?E6C]A57Qmc__Z @A6C2E:@?2= ;@3Dk^2m” :? p=E@@?2] x? 4@>A2C:D@?[ E96 =@42= 42D:?@ 6>A=@JD ?62C=J `[___ C6D:56?ED[ 244@C5:?8 E@ E96 =@42= k2 9C67lQ9EEADi^^2=E@@?2?@H]@C8^>2;@C\6>A=@J6CD^Qm64@?@>:4 56G6=@A>6?E 286?4Jk^2m]k^Am
kAm&=E:>2E6=J[ E9@D6 56E2:=D >2J ?@E >2EE6C >F49 E@ E96 25’D :?E6?565 2F5:6?46] k2 9C67lQ9EEADi^^HHH]A@=:E:4@]4@>^?6HD=6EE6CD^42=:7@C?:2\A=2J3@@<\A>^a_ad^`a^_c^>6E2\52E2\46?E6C\25D\__eff`edQmpD !@=:E:4@ C6A@CE65k^2m[ E96 25G6CE:D6>6?E >2J 92G6 366? E2C86E65 2E A@=:4J>2<6CD @? E96 4@2DED >@C6 E92? E96 C6D:56?ED @7 E@H?D =:<6 p=E@@?2] |6E2 92D DA6?E k2 9C67lQ9EEADi^^HHH]A@=:E:4@]4@>^?6HD^a_ad^`a^`f^52E2\46?E6CD\92G6\2\A@=:E:42=\AC@3=6>\2?5\3:8\E649\H2?ED\E@\7:I\:E\__ehbehdQm2E =62DE Sd >:==:@?k^2m 2:C:?8 E96 DA@E :? A=246D =:<6 $24C2>6?E@ 2?5 (2D9:?8E@? s]r]k^Am
kAm%96 4@>>F?:EJ 324<=2D9 92D 2=D@ >256 52E2 46?E6CD 2 A@=:E:42= 7=2D9A@:?E] x? ':C8:?:2[ k2 9C67lQ9EEADi^^8C:DE]@C8^A@=:E:4D^:E\H2D\2\G6CJ\8@@5\6=64E:@?\7@C\E96\4=:>2E6^Qmp3:82:= $A2?36C86Ck^2m H@? }@G6>36C’D 8F36C?2E@C:2= 6=64E:@? :? A2CE @? AC@>:D6D E@ C68F=2E6 E96 :?5FDECJ 2?5 >2<6 56G6=@A6CD A2J E96:C “72:C D92C6” @7 E96 6=64EC:4:EJ E96J FD6] $E2E6 =2H>2<6CD 2=D@ 4@?D:56C65 b_ 3:==D 2EE6>AE:?8 E@ C68F=2E6 52E2 46?E6CD] x? C6DA@?D6 E@ 4@?46C?D 23@FE C:D:?8 6=64EC:4:EJ AC:46D[ ':C8:?:2 C68F=2E@CD 2AAC@G65 k2 9C67lQ9EEADi^^:?D:564=:>2E6?6HD]@C8^?6HD^_f_`a_ae^G:C8:?:2\C68F=2E@CD\2AAC@G6\?6H\5@>:?:@?\C2E6D^Qm2 ?6H C2E6 DECF4EFC6k^2m 7@C px 52E2 46?E6CD 2?5 @E96C =2C86 6=64EC:4:EJ FD6CD] %96 492?86D[ H9:49 H:== E2<6 67764E :? a_af[ 2C6 56D:8?65 E@ AC@E64E 9@FD69@=5 4FDE@>6CD 7C@> 4@DED 2DD@4:2E65 H:E9 52E2 46?E6C 6IA2?D:@?]k^Am
kAm%96D6 56G6=@A>6?ED >2J @?=J 6?4@FC286 4@>A2?:6D E@ DA6?5 >@C6 @? :>286\3F:=5:?8] x? ':C8:?:2’D k2 9C67lQ9EEADi^^HHH]334]4@>^?6HD^2CE:4=6D^4hb5??I6H5G@Qms2E2 r6?E6C p==6Jk^2m[ E96 25D D9@H ?@ D:8? @7 DE@AA:?8] t=6?2 $49=@DD36C8[ 2? 2?E:\52E2\46?E6C 24E:G:DE 32D65 :? !C:?46 (:==:2> r@F?EJ[ D2JD 96C >2:=3@I 92D 366? 7=@@565 H:E9 7=:6CD 7C@> ':C8:?:2 r@??64ED 7@C E96 A2DE 6:89E >@?E9D]k^Am
kAm%96 AC@>:D6D @7 =@H6C 6=64EC:4 3:==D[ 8@@5 ;@3D[ 2?5 4=:>2E6 C6DA@?D:3:=:EJ[ D96 D2:5[ C6>:?5 96C @7 k2 9C67lQ9EEADi^^A>4]?43:]?=>]?:9]8@G^2CE:4=6D^!|r`cf_che^Qm4:82C6EE6 25Dk^2m D96 D2H 564256D 28@ E@FE:?8 E96 962=E9 36?67:ED @7 D>@<:?8] qFE $49=@DD36C8 :D?’E DFC6 E96 >2C<6E:?8 :D 8@:?8 E@ H@C<] ~?6 C646?E A@== D9@H65 E92E k2 9C67lQ9EEADi^^442?24E:@?7F?5]@C8^>65:2^}6H\!@==:?8\@?\':C8:?:2?D\':6HD\@7\s2E2\r6?E6CD\2?5\#:D:?8\t?6C8J\r@DED]A57QmfbT @7 ':C8:?:2?Dk^2m 3=2>6 52E2 46?E6CD 7@C E96:C C:D:?8 6=64EC:4:EJ 4@DED]k^Am
kAm“%96C6’D ?@ AFEE:?8 E96 E@@E9A2DE6 324< :? E96 EF36[” D96 D2:5] “!6@A=6 2=C625J <?@H H6’C6 DE:== 4@G6C:?8 E96:C 4@DED] !6@A=6 <?@H E92E]”k^Am
kAmk2 9C67lQ9EEADi^^8C:DE]@C8^6?6C8J^52E2\46?E6CD\2C6\724:?8\2?\:>286\AC@3=6>\E96\E649\:?5FDECJ\:D\DA6?5:?8\>:==:@?D\E@\C63C2?5\E96>^Qmk6>m%9:D DE@CJk^6>mk^2m k6>mH2D AC@5F465 3Jk^6>m k2 9C67lQ9EEADi^^8C:DE]@C8^Qmk6>mvC:DEk^6>mk^2m k6>m2?5 C6G:6H65 2?5 5:DEC:3FE65 3Jk^6>m k2 9C67lQ9EEADi^^9F3D]=2^"_b<=8$#_Q C6=lQ?@7@==@HQmk6>m$E24<6Ck^6>mk^2m]k^Am

(0) comments
Welcome to the discussion.
Log In
Keep it Clean. Please avoid obscene, vulgar, lewd, racist or sexually-oriented language.
PLEASE TURN OFF YOUR CAPS LOCK.
Don't Threaten. Threats of harming another person will not be tolerated.
Be Truthful. Don't knowingly lie about anyone or anything.
Be Nice. No racism, sexism or any sort of -ism that is degrading to another person.
Be Proactive. Use the 'Report' link on each comment to let us know of abusive posts.
Share with Us. We'd love to hear eyewitness accounts, the history behind an article.