Accelerating the Transition to Sustainable Landscaping in California Independent Technical Panel Meeting, Irvine, CA 1 Nov. 19, 2014.

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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 !