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HomeMy WebLinkAboutWater Conservation Partnership Proposal CVRCD CITY OF PALM DESERT PUBLIC WORKS DEPARTMENT STAFF REPORT REQUEST: Approve the Water Conservation Partnership Proposal submitted by the Coachella Valley Resource Conservation District (CVRCD) and contribute $8,000.00 to the marketing study. SUBMITTED BY: Joseph S. Gaugush, Director of Public Works/City Engineer DATE: August 22, 2002 CONTENTS: Coachella Valley Resource Conservation District Water Conservation Partnership Proposal Recommendation: By minute motion; 1). approve the subject proposal submitted by the Coachella Valley Resource Conservation District (CVRCD) 2). contribute $8,000.00 to the marketing study. Executive Summary: The Coachella Valley Resource Conservation District, in an effort to facilitate the public educational process on water conservation in the urban landscape, has submitted a partnership proposal for a marketing research project to establish a practical and effective outreach program in water conservation methods for Coachella Valley urban water users. A similar but more limited marketing research project was conducted to address the PM10 issue resulting from winter over seeding of turf. The results of the project enabled the design, printing, and distribution of literature describing PM10 limiting over seeding procedures to several sectors of the Coachella Valley that had not been effectively reached in the past. The Coachella Valley, with its diverse socio-economic environment, creates a challenge in reaching the various groups of urban water users effectively with water conservation information. This study will help ensure the effective use of City resources in its promotion of water conservation in the urban environment. The CVRCD staff is in the process of meeting with other public and private organizations to present and obtain support (both commitment and financially) for this Staff Report Approve the Water Conservation Partnership Proposal submitted by the Coachella Valley Resource Conservation District (CVRCD) August 22, 2002 Page 2 of 2 partnership proposal. Some of these organizations are Mission Springs Water District, CVWD, CVAG, Hi-Lo Golf Course Superintendents Association, High-Tech Irrigation, and the Desert Water Agency. Funds for this partnership are available in Account No. 110-4300-413.30-10. Therefore, staff recommends that City Council by minute motion; approve the Water Conservation Partnership Proposal submitted by the Coachella Valley Resource Conservation District (CVRCD) and contribute $8,000.00 to the marketing study. Submitted By: H� S encer Knig , Landscape Manager Joseph S. Gaug sh, P.E. Director of Public Works/City Engineer Appro I: ACM for Develop nt Services Finance Director CITY COUNCIL ACTlOj4: City Man r APPROVED DEN210 RECEIVED OTHER MEETING DATE -0 - AYES: r a 1-0 C-e.r i.cc .�p i e �?1 kip 11✓ NOES: e / ABSENT: nnrn ABSTAIN: 11 rc VERIFIED BY: TNDI hki rS-: Original on rile with' City Clerk's Office G:\PubWorks\Spencer Knight\Staff Report Approve CVRCD Partnership.doc JUL 1 PUBLIC WOR'<S ^cnp,RTMENT CITY OF PALE, ;�SERT 7/9/02 CVRCD Water Conservation Partnership Proposal Summary This proposal describes a marketing research project designed to create a practical and effective outreach plan to increase the voluntary adoption of efficient water use measures by groups of Coachella Valley urban water users. Project Benefits • Development of an economically feasible,multifaceted outreach plan that is based on the experiences of exemplar urban water conservation programs throughout the Southwest and that addresses the specific circumstances which impact voluntary adoption of efficient water use measures by Coachella Valley urban water users. • Systematic collection,analysis and presentation of marketing information that may be useful in future municipal and regional conservation-related outreach projects. • Increased public awareness of the organizations involved in the project and the commitment of those organizations to efficient water use. • Establishment of locally-based public/private partnerships focused on the continuing efficient use of water resources. Rationale Increased voluntary adoption of efficient urban water use practices depends on effective conservation outreach and education.Effective outreach and education depends on accurate marketing information.Different segments of the local green industry(e.g.,golf course superintendents,homeowner associations,landscape architects,landscape maintenance professionals, gardeners,homeowners,etc.)face different economic,organizational and cultural circumstances that impact their use of water and their adoption of water conservation measures. These different circumstances make it unlikely that any single outreach strategy will be appropriate or effective for all segments of urban water users.Information describing the segmentation of local water users and the circumstances that impact their water use will increase the effectiveness of municipal and regional water conservation outreach in the Coachella Valley. Information on the experiences of established exemplar urban water conservation programs throughout the Southwest will help identify innovative outreach strategies that might be adaptable to the water use circumstances of the Coachella Valley. Methods Survey data will be collected and analyzed through systematic qualitative research methods. Reliability and trustworthiness of collected data will be maintained by the use of multiple informants and frequent participant checks. To insure that information collected will meet the practical program needs of partner agencies a team of representatives from all partner agencies will meet at least three times during the project to help develop and fine-tune specific strategies for data collection,analysis and dissemination. Practical questions that will guide data collection include: 1)What lessons can be learned from already established exemplar urban water conservation programs?;2)What efficient-use practices have been adopted by different segments of local water users?;3)What issues impact the adoption of efficient use practices by different segments of water users?;4)What outreach approaches would likely influence different segments of water users in the Coachella Valley? Principal Investigator Robert A.Pence,Ph.D.,is an outreach specialist currently working with the Coachella Valley Resource Conservation District(CVRCD).He has conducted extensive qualitative research and program evaluation for the University of California Cooperative Extension in the fields of resource conservation and agricultural outreach.He most recently served as principal investigator and project director for the CVRCD PM-10 research and outreach project. Organizational Support In addition to the CVRCD,public and private organizations that have voiced interest or direct support for this project include the City of Palm Desert,College of the Desert Turfgrass Management Program,the Desert Water Agency,Randy G.Meyers and Nurseries. Other organizations currently being contacted for support include the County of Riverside,the Coachella Valley Association of Governments,the City of Palm Springs,the city of Rancho Mirage, Steven Burt and Associates,Hi-Lo Golf Course Superintendents Association,High Tech Irrigation Supplies, Simplot Partners,the City of Indio. Deliverable Project Products Water conservation outreach plan/suggestions for Coachella Valley urban areas Report of findings Presentation of findings(as needed) Estimated Timeline Data collection—3 months Data analysis—1 1/2 months Report development—1 1/2 months Estimated project completion—6 months Project Costs Travel---900 miles @.35/mi=$315 Printing=$500 Spanish translation=$1,000 Data collection/analysis/presentation---650 hours @ $43/hr. = $27,950 Benefits---12%=$3,354 Office overhead(CVRCD)=$6,090 Total project costs—$39,209 CVRCD Contributions In-kind office overhead(e.g., office,phone,admin support, etc.)=$6,090 Direct financial support=$5,000 Total CVRCD contributions—$11,090 Amount of funding still needed=$28,119