1. You Want Me to Drink What?? How Utilities Can Work with Stakeholders to Develop an Indirect Potable Reuse System Sara Katz October 11, 2010 www.katzandassociates.com

2. Today’s Agenda  Indirect potable reuse facts  Communication challenges  Changes within water industry  Keys to success  Successful program example

3. The Facts Indirect potable reuse is:  Safe and reliable  Technically sound  Environmentally conscious  Sustainable  Necessary

4. Terminology Discharge levels Sewer water Primary/Secondary Treatment The “yuck” factor “Toilet to Tap” Unclear and negative terms lead to mixed messages Indirect Potable Reuse Wastewater ReservoirAugmentation Contaminants Toxins

5. Challenges  Knowledge/understanding  “Purpose and need” description  “Political football”/campaign issue  Government mistrust  Competing priorities within agencies

6. Challenges  Defensiveness about safety  Overcoming historical opposition/failures  Disconnect within water/wastewater industry  Emerging contaminants  Media portrayal

7. Role of the Media  “A Tall, Cold Drink of…….Sewage” – NYT, August 2009  “Poop to Soup” – Voice of San Diego Name that Water Contest – Sept. 2010  “Toliet to Tap” – used in many media stories – from Upper San Gabriel Valley’s project in the 1990’s

10. What is the Real Agenda?  Dublin San Ramon – Growth inducing  Redwood City – Property values  Upper San Gabriel – Miller Brewing Co.  City of San Diego – Environmental Injustice  LA’s East Valley Project - Politics

11. Water Industry  Unite behind common vision  Less focus on water history – more on producing “right” water for “right” use  Consistent water terminology leads to understanding

12. Water Industry  Partnership between water supply and wastewater treatment agencies –Interconnected, valuable service providers –Collaboration vs. competition –Consider sustainability aspects –Rename water-related facilities “Resource Recovery Plant” vs. “Sewer Plant”

13. Keys to Success  Unified, consistent approach within proponent agencies  Outreach efforts tailored to specific project, audience and region  Opinion leaders and media – high priority audiences  Multicultural outreach (if appropriate)

14. Keys to Success  Research and ongoing program evaluation  Consistent purpose/need message  Trained team and ample resources (people/money)  Champions – political, environmental, health, labor, etc.  Frame project early – unified voice

15. Successful Program Orange County Groundwater Replenishment System  Consistent messages  Strong leadership  Focused outreach  Extensive research (focus groups, surveys)  Effective multicultural outreach  Frequent media and policy-maker briefings  Generous resources/commitment/priority  Kept their eye on the ball!

16. You Want Me to Drink What? How Utilities Can Work with Stakeholders to Develop an Indirect Potable Reuse System SARA KATZ skatz@katzandassociates.com (858) 926-4001