So far, the city has cut emissions by 36,000 tons annually by taking one small step at a time, like directing every city-owned installation to switch to energy-sipping light bulbs, saving $33,000 a year.

"We've succeeded in completely debunking the speculation that achieving reductions in climate-change gases means economic devastation," Anderson said in an interview. "Our experience here and in other cities shows that you can achieve very significant cost savings by focusing on efficiencies, and at the same time grow the economy." Of course, like many Western cities, Salt Lake City was poised for growth anyway. Economists and business development authorities cite many factors, including a strong work ethic, good public schools and universities and a history of cultural stability rooted in the LDS Church. But they also mention the beginnings of an environmental ethic, an update of an old cultural value in the area.

"There is a sense of stewardship in this region, and it's been here ever since the pioneers came," said Jeff Edwards, the chief executive of the Economic Development Corporation of Utah, a recruitment agency. "People feel the land is a gift, and they will do what they need to sustain it."

In effect, Anderson and other Salt Lake officials say, green ideas as old as Earth Day are producing healthier metropolitan economies. It makes sense, then, that in Salt Lake City the Mount Olympus Wilderness attracts devotion. And that is where Metcalf of Black Diamond comes into play.

Metcalf embodies a mix of business acumen and environmental advocacy. He is also the vice chairman of the Denver-based Outdoor Industry Association and has brought the industry's two annual trade shows to the Salt Palace.

Metcalf has helped attract nearly 50 outdoor equipment and apparel makers to the region, including Quiksilver, the makers of Rossignol ski equipment, and Backcountry.com, an online retailer.

"It's not about being an environmentalist or a conservationist," said Metcalf of Black Diamond. "I care a lot about that. But it's really about dollars and business. If this place is ruined, this company and others will go."