Download presentation
Presentation is loading. Please wait.
Published byLillian May Modified over 9 years ago
1
R GreenChoice Marketing Green Power to Key Accounts Mark Kapner October 25, 2005 TM
2
R Austin Energy Municipally-owned electric utility Serves more than 700,000 population Area > 400 sq. miles H Austin
3
R Customers 26% of energy sold to residential 70% to commercial 4% to municipal
4
R Generating Sources 3 gas and oil-fired plants1670 MW 1 coal-fired plant 570 MW 1 nuclear plant 400 MW Purchase 212 MW of wind Purchase 11 MW landfill methane power Purchase 1 MW of Hydro
5
R Conventional Generation Mix by MWH Coal 35% Nuclear 30% Gas/Oil 30%
6
R GreenChoice Background Austin’s Strategic Goal: 20% of energy from renewables by 2020 By enrolling, customer causes change in AE’s generation mix Customer benefits from the price stability inherent in renewable energy GreenChoice price linked to actual cost of renewable energy TM
7
R GreenChoice Renewable Sources Wind 79% Landfill methane (17 % of MWH) Photovoltaics and Hydro (4% 0f MWH) TM
8
R Wind Pros and Cons Least expensive (per kWh) Little firm capacity Transmission adequacy risk Public acceptance- fairly high
9
R Landfill Methane Pros and Cons 40% more expensive than wind energy Very high firm capacity Public acceptance- moderate
10
R Solar Photovoltaics Most expensive (about 7 times cost of wind) Fairly high firm capacity Public acceptance - extremely high
11
R How GreenChoice Works All customers eligible Commercial customers contract for min 5 years Subscribers pay a fixed GreenChoice charge in place of a fuel charge that fluctuates depending on market prices of coal and gas; price lock for as long as 10 years Green Choice charge = 3.5 cents per kWh Fuel Charge is currently 2.8 cents per kWh Commercial customers receive recognition proportional to level of participation TM
12
R Austin Energy Electric Bill Base Rate 6.44 cents x kWh plus Fuel charge = $0.028 x kWh or GreenChoice charge = $0.035 x kWh
13
R Promotion and Marketing Stories in utility bill inserts Ads in local newspapers Billboards Customized presentations to businesses Speaking engagements Letter from environmental groups to their mailing list TV commercials
14
R Austin Energy’s Key Accounts High Tech, Data Centers and Gov’t Semiconductor Commercial Real Estate Schools, Hotels and Hospitals Grocery and Restaurants Communications, Light Industrial, Mfg, Residential Hi Rise
15
R Corporate Champions (use > 700,000 kWh per year) 3M Corporation 823 Congress Advanced Micro Devices (AMD) Ambion, Inc. Apple Computer BAE Systems BLOCKBUSTER Fisher-Rosemount Systems Four Seasons Hotel Austin G S D & M Ginny's + Merit Graeber, Simmons & Cowan Greenwood Towers Habitat Suites Hotel Heart Hospital of Austin Hyatt Regency Austin IBM Iron Cactus Kinko's La Quinta Inn & Suites LBJS Broadcasting Company Live Oak Development Maudie's Cafe Pier 1 Imports Samsung Austin Semiconductor Solectron Texas State Farm Insurance Texas Commission on Environmental Quality Texas Governor's Mansion The Rebekah Baines Johnson Center Tokyo Electron America
16
R Corporate Champion Ad Package TV ad – features company logo Billboards List names twice per year in three newspapers Company logo in EnergyPlus customer newsletter GreenChoice logo available for company’s use in its advertising
17
R
18
R
19
R
20
R
21
R
22
R Status (as of Oct 1, 2005) GreenChoice launched mid-Jan 2000 Began billing April 2001 Over 6,500 residential customers enrolled 30 large commercial subscribers 170 small businesses Green Energy = 300 million kWh/yr.
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.