accelerating the transition to sustainable landscaping in california independent technical panel...
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Accelerating the Transition to Sustainable Landscaping in California
Independent Technical Panel Meeting, Irvine, CANov. 19,
2014
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Overview
1. The Council-Background 2. A watershed approach to sustainable
landscaping Elements May 2014 Symposia
3. Moving Forward Developing a Market Transformation Plan Prioritizing ongoing efforts
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Framework, Vision & Mission
1. Background
The Council
Since 1992, Organization of 3 Groups: 1: Water Service Providers 2: Environmental and other Public Advocacy
Organizations 3: Everybody Else!
Consensus Based: Need both G1 & G2 Support
Developed Best Management Practices (BMPs) Foundation of many water service providers’
conservation and water use efficiency efforts.
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Organizational Framework
Group 1: water service providers About 200 active utilities
19 Wholesale (Roughly 90% of state population)
180 Retail (Roughly 47% of state population) Group 2: environmental advocates
7 active organizations Group 3: everyone else
Engineering consultants, manufacturers, trade associations, other organizations
About 25 active members
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Council Vision
A water-efficient California that is characterized by reliable and sustainable water resources, healthy ecosystems, and economically strong communities.
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Council Mission
A membership organization Dedicated to Maximizing Urban Water
Conservation throughout California By:
Supporting Innovative technologies and practices
Encouraging effective public policies Advancing research, education & training Building on collaborative approaches &
partnerships
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Vision & 2014 Symposia
2. A Watershed Approach
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The Council & Sustainable Landscaping
Statewide, 53% of urban water use occurs outdoors
Council has had a Landscape BMP since beginning
Council active collaborator in DWR Landscape Task Force (2005)
Large Landscapes Important part of CII Task Force.
“New Norm” takes new, integrated, watershed approach
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Watershed Approach: Strategic Evolution
Step 1: Vision Statement Adopted (2012)
Step 2: Develop Partnerships & Promote Vision (2013-2014) E.g., Two Recent Symposia; Report released
9.15 Step 3: Create Tools and Resources
to Implement (2013-201?) E.g., Online Toolbox Database
NEXT STEPS: Market Transformation Study: strategic plan to accelerate rate/transformation
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The Vision: 5 Key Elements
Watershed Model Effects are felt throughout a region Each person’s property is a mini-watershed
Multiple Benefits Not just water efficiency
Partnerships Public, private, non-profits must collaborate
Quality of Life An upgrade, not a compromise
Market Transformation Long term change begins by changing the norm
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Benefits to Utilities, Businesses & Individuals
Water savings Cost savings Storm water and irrigation runoff
reduction Green waste reduction Pesticide application and runoff
reduction Habitat improvement, especially from
cultivation of native plants Energy and greenhouse gas
reductions Health benefits.
Why Aren’t We Already There?
Traditional attitudes towards grass and water
Financial constraints for homeowners, communities, businesses and nonprofits
Landscapes: Complex Systems Can’t just install a widget or fix a leak. Landscapes = Living Organisms + Engineering
+ Human Behavior + Environmental Conditions In combination, multiple impacts increase
complexity, trigger needs for understanding and training
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Council’s Role
Facilitate the Dialogue & Coordinate the Work
Identify Common Interests and Solutions
Promote Partnerships & Pool Resources
Provide Technical and Other Support to Stakeholders
Example: 2014 Landscape Symposia
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2014 Symposia
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2014 Symposia
May 22-Rancho Cucamonga May 29-Citrus Heights 350+ total attendees Morning session:
Presentations by State agencies, local utilities, and nonprofits
Afternoon session: 3 rounds of highly interactive, self selected,
table discussions
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Council’s Symposia Partners
DWR State Water BoardDepartment of Pesticide
Regulation Cal Recycle University of California,
Davis
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Symposia Report: Highlights
Detailed Identification of Obstacles and Opportunities
Five Broad “Taking Action” Themes Transforming the Market; Harnessing New Norm Economics; Supporting Collaboration; Changing the Industry; and Educating the Public.
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Nine “Next Steps”
1. Developing Market Transformation Plan
2. Leading by Example3. Developing a Task Force4. Recognizing the Early Adopters5. Consolidating Consumer Resources6. Completing Crowdsourcing Resources7. Expanding CSANs8. Increasing Messaging &9. Bridging the Public-Private Divide
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- Market Transformation Planning- Coordination and Prioritization of ongoing efforts
3. Next Steps—Two Tracks
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Initial Steps
Confirm our shared understandings of the overall goals: What do we mean by sustainable landscaping?
I.e., what additional detail must be given, at this point, to the Council’s watershed approach?
What do we mean by “accelerating the transition”?
Confirm our shared understanding of the “twin tracks”: develop a market transformation and
implementation plan; move forward, while planning is underway, on
ideas, programs, activities that can offer the greatest returns from collaborative efforts
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1. Market Transformation
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Key Assumptions
Substantial Public & Private Efforts Underway
Coordination of the time, talent and financial investments needed will be more efficient than ad hoc efforts and can accelerate the transition.
Multiple interests & the paramount role of consumer values and behaviors leads to a degree of complexity that is at least an order of magnitude greater than that associated with market transformation planning in other sectors
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Experience in Other Sectors
Energy Sector Energy Star
Water Sector Water Sense Weather-Based
Irrigation Controllers
Public Health Seat Belts Tobacco Smoking Highway Littering Safe Sex “Just Say No”
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The Four “A’s”
1. Actions: What sequence of “actions”
E.g., research, investments, programs, projects, messages, social marketing, codes, standards
2. Actors: by which actors E.g., state, federal, local
governments; nonprofits; universities; and private sector individuals and organizations
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The Four “A’s”
3. Areas: in which region(s) Neighborhood/development City Marketing Region Hydrologic Region State (West-wide?) (Nationwide?) (World-wide?)
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The Four “A’s”
4. Adopters: will most efficiently and effectively convince the early adopters to choose to invest their own time, talent and resources in implementing the multiple-benefit, watershed-based “vision” of a sustainable landscape on their property?
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Many Questions
Knowledge Base?
Other Efforts? Appropriate
Scale? Branding and
Messaging? Community
Based Social Marketing?
Role of Green Industry?
Segmentation? Codes &
Standards? Resources? Coordination? Others ????
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Likely Needed Expertise
Branding & Campaign Planning Partnership Communications and
Support Web & Digital Strategy Planning Media, Outreach & Education Planning &
Implementation Campaign and Media Monitoring
and Evaluation
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Meanwhile, Back at the Ranch … Track 2
Moving Forward Collaboratively while Planning Identify Tasks that benefit most from
collaboration Next Steps from Symposia Report Other Actions
Coordination Large Group? Smaller Steering Group? Both?
Resources Model Programs
What’s working already?
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The Council looks forward to working with all of you to accelerate the transition to sustainable landscaping in California.
Thanks !
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