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HomeMy WebLinkAbout2008-07-30 - Public Information-Technology Committee Meeting Agenda PacketYORBA LINDA WATER DISTRICT A COMMITEE MEETING PUBLIC INFORMATION TECHNOLOGY Wednesday, July 30, 2008, 4:00 p.m 1717 E. Miraloma Avenue, Placentia, CA 92870 - To J: (714) 701-3020 AGENDA COMMITTEE: STAFF: Director Ric Collett, Chair Michael A. Payne, General Manager Director Michael J. Beverage Ken Vecchiarelli, Asst. General Mgr Altemate: Paul R. Armstrong Pat Grady, Information Technology Director Cindy Mejia, Management Analyst INTRODUCTION OF VISITORS AND PUBLIC COMMENTS: Any individual wishing to address the committee is requested to identify themselves and state the matter on which they wish to comment. If the matter is on this agenda, the committee Chair will recognize the individual for their comment when the item is considered. No action will be taken on matters not listed on this agenda. Comments are limited to matters of public interest and matters within the jurisdiction of the Water District. Comments are limited to five minutes. • ACTION ITEMS: This portion of the agenda is for items where staff presentations and committee discussions are needed prior to formal committee actions. 1. None DISCUSSION ITEMS: This portion of the agenda is for matters such as technical presentations, drafts of proposed policies, or similar items for which staff is seeking the advice and counsel of the Committee Members. This portion of the agenda may also include items for information only. 2. Waterlines- Summer 2008 edition Customer Survey Results ADJOURNMENT: P The next meeting of the Public Information Committee is scheduled for August 5, d+n 2008. r V Accommodations for the Disabled: Any person may make a request for a disability-related modification or accommodation needed for that person to be able to participate in the public meeting by telephoning Michael A. Payne, District Secretary, at 714.701.3020 or writing to Yorba Linda Water District, P.O. Box 309, Yorba Linda, CA 92885-0309. Requests must specify the nature of the disability and the type of accommodation requested. A telephone number or other contact information should be included so the District staff may discuss appropriate arrangements. Persons requesting a disability-related accommodation should make the request with • adequate time before the meeting for the District to provide the requested accommodation. ITEM NO.3 • AGENDA REPORT Committee Meeting Date: July 30, 2008 To: Public Information-Technology Committee From: Michael A. Payne, General Manager Staff Contact: Cindy Mejia, Management Analyst Reviewed by General Counsel: N/A Budgeted: N/A Total Budget: $ Funding Source: CEQA Account No: Job No: Compliance: N/A Estimated Costs: $ Dept: Admin Subject: Customer Survey SUMMARY: In response to the growing water scarcity problem, the Yorba Linda Water District Board of Directors requested a discovery of current awareness to this critical situation with a customer survey. DISCUSSION: District staff has worked closely with Probolsky Research, LLC to develop a list of 33 questions, reflecting a statistically significant cross-section of approximately 350 respondents. The goal of the survey, as determined by the Board of Directors, is to determine awareness and perception of the District, perceptions of its current communications, attitudes towards water and conservation, and responses towards the new Yorba Linda Water District branding. PRIOR RELEVANT BOARD ACTION(S): The Board of Directors has approved a customer survey in 1993 and again in 1997. The amount previously spent on the 1993 and 1997 surveys is not currently known. STAFF RECOMMENDATION: That the Public Information-Technology Committee considers the attached results for their review. C7 • • YORBA LINDA WATER DISTRICT CUSTOMER TELEPHONE SURVEY 2008 -DRAFT ONLY REPORT ON RESULTS OPINION RESEARCH EXPERTS PROBOLSKY CH 66b.- PROBOLSKY RESEARCH LLC 23276 SOUTH POINTE DRIVE SUITE 206 LAGUNA HILLS CALIFORNIA 92653 USA TELEPHONE +1 949 855 6400 HEADLINES The economy/ job market is the top issue in the region. followed by schools/education. Water is not top of mind for most voters Most voters feel their city Is on the riaht track The majority of voters feel favorably towards YLWDI Nearly % feel that it is Important for YLWD to remain independent The Orange County Reaister is resident's top resource for news and information about water and water-related Issues Voters are arice sensitive In reaard to water Most voters are aware of a water crisis Water conservation efforts score well with voters. Top incentives? Rebates for hiah efficiencv toilets. washing machines and smart sprinkler controllers YLWD Billina Inserts and Water Lines are effective communication tools Voters aopear receptive to tiered rates Ptobolsky Research LLC on behaHof Yorba Linda Water Distfict Customer Telephone Survey 2008 Page 2 of 202 PROOOLSKY RESEARCH LLC 02008 • KEY TAKE-AWAYS ► What is the most important issue facing your community today? "The economy. The recession that we're in." "The economy. In general." ...economy "Probably the economy. Housing forclosures gas prices." everyone is worried about gas prices--why things cost so much and why wages are so low..." "Probably the houseing market. We're a homeowner and we live in a pretty nice area and it's just that the market and gas prices are crazy. We're seeing the elementary school in our community shrink. Property taxes are through the roof and if the market is affected maybe they should reevaluate the property taxes. The gas crisis is affecting our summer. and food costs are outragious. " "1 would say the school budget cuts." • "The education as in getting better qualified teachers and having the students having more of a desire to go to school. " "...schools-we don't have a high school in our community. The high school is over populated." "Schools. They are overcrowded and 1 have to pay a lot of money to have them in private schools." • Wobolsky Researeh LLC an behalf of Yorba Linda Wafer District Customer Telephone Survey 2008 Page 3 of 202 PROBOLSRY RESEARCH LLC 02008 ► Most voters believe that their q& is on the riaht track (82.3%) More voters between the ages of 55-64 believe their city is on the wrona track (13.9%) than do other age groups • Placentia is less enthusiastic about their city than is Yorba Linda Voters who have been registered to vote for 10 years or more are somewhat grumpier - about 13% consider their cities to be on the wrong track (vs. an average of about 7%) ► The Orange County Register is the #1 choice for news about water and water related issues Yorba Linda Water Disrict billing inserts and Water Lines are as effective as the local television news Women are more likely than men to turn to Yorba Linda Water District messaging vehicles • The Orange County Register's audience is greater among those aged 55+ - Those aged 18-34 are more likely to turn to the local television news for information than any other resource, including the Orange County Register Yorba Linda Water District billing inserts move up to the 2nd most DoDular reference source for those aged 18-54 (MOST voters) The Orange County Register I 21.9% c ( 13.7% ' Yorba Linda Water District billing Inserts, 13.1% Water Lines, a newsletter published and .1.4% mailed by the Yorba Linda Water District Prabolsky Research LLC are behalf of Yorba Linda Water District Customer Telephone Survey 2008 Page 4 of 202 PROBOLSKY RESEARCH LLC 02008 r~ • 43.6% indicated a favorable opinion. It should be noted that this is unlikely an indication of a shift from unfavorable to favorable, but appears to instead reflect a Probolsky Research LLC on beha8 of Yorba Linda Water District Customer Telephone Survey 2008 Page 5 0 202 ► 68% of voters have a favorable opinion of YLWD • 20.2% have no opinion and 8% feel unfavorably • As might be expected more voters aged 18-34 have no opinion of YLWD than do other age groups (32.1%) • Placentia also is less aware of YLWD - 27.8% have no opinion Likely vote-by-mall voters have a particularly high opinion of YLWD, with 80.6% responding positively • The longer residents have been registered to vote, the greater their favorable opinion of YLWD becomes - 75% of those registered to vote between 10-20 years feel favorably about YLWD and fully 8 out of 10 residents who have been registered to vote for longer than 20 years feel favorably about YLWD Residents registered for less than a year express greater uncertainty - 22.6% have no opinion of YLWD ► 79.8% of voters have a favorable opinion of the City of Yorba Linda 10.8% have no opinion and 8% feel unfavorably Voters who are registered Decline to State are more likely to have not formed an opinion of the City As might be expected, more voters in the City of Placentia have "no opinion" of the City of Yorba Linda than do voters in the City of Yorba Linda Residents who have been registered for less than one vear express more uncertainty - 28.9% have no opinion of the City ► Voters are less happy with the Board of Supervisors • 31.3% have a favorable opinion of the Board • 17.7% have an unfavorable opinion • 39.6% have no opinion • Voters reqistered for more than 20 vears, are more satisfied with the Board - PROBOLSKY RESEARCH LLC 02008 greater decisiveness on the part of the demographic, as fewer of them indicate that they have no opinion of the Board • Voters registered between five and ten years are slightly more likely to feel unfavorably towards the Board ► 76.6% assert that it is important to them that YLWD remains an independent aaency • 43.9% state that it is very important • 13.4% state that it is unimportant Voters aged 18-34 are more likely to consider this to be totally unimportant (11.3%) • Voters who vote 3 out of 5 opportunities (who are neither high propensity nor low propensity) appear to place a greater importance on the issue (84.4%) As might be expected given the previous point, residents who have been registered to vote for more than twentv veers also place greater importance on YLWD's independence (83.6%) ► Why would you say that Yorba Linda Water District remaining an independent agency is important to you? TOP REASONS: • Based on current situation/experience: 19.7% • Smaller/closer to community/better service: 15.2% • Avoid special interests/political influence: 15.2% • Better decisions and accountability if independent: 13.8% • Government would not run it as well: 11.5% • Control: citizens should make own decisions about water: 10.4% "Probably from experience I'd say it works better that way. Just observing , living here for 14 years. " "Because that is how it has been and I have been happy with how that is working. I haven't had a problem." Probolsky Research LLC on behalf of Yorba Linda Water Distnet Customer Telephone surrey 2008 Page 6 of 202 PROBOLSKY RESEARCH LLC 02008 1~ I think it is important for an agency to make independent decisions based on local needs. " "I think that it is important to keep it not in the political circle. " "...keeps it out of politics and the people are then dedicated to the water district" "'Because they are doing a great job and don't need interference" "They have been a doing a good far as long as the rates don't go up. " was in construction for thirty some odd years and I saw many water companies taken over by cities or larger water companies and they just weren't the same." ► The majority of voters in the City of Yorba Linda feel their Mayor and City Council are doing an excellent/goodtob (51.4%) • However, voters in general are centrist in their views - with most voters (77.8%) falling within "good" and "fair" 1~ • Voters aged 18-34 are more inclined to either express uncertainty regarding their city leadership (20.8%), or to view city leadership as doing a fair/poor job (41.5%) • Placentia voters are evenly split 41.7% feel their city leadership is doing a good/excellent job, vs. 41.7% who consider them to be doing a fair/poor job • Voters who have been registered to vote for ten years or less appear more likely to feel positively about their Mayor and City Council than do voters who have been registered to vote for over ten years ► Voters are positive about YLWD's Board of Directors • 66.1 % consider the Board to be doing an excellent/oood job • Yorba Linda voters are more ebullient than those in Placentia, though Placentia voters share the overall positive review • Probolsky Research LLC on behalf of Yorba Linda !Mater ®isfnct Customer Telephone Survey 2008 Page 7 of 202 PROBOLSKY RESEARCH LLC ®2008 ► 85.5% of voters feel the level of service provided by YLWD is excellent/aood • 25.9% rate the service as excellent! • Women are somewhat more inclined to rate YLWD's service as excellent Voters aged 18-34 lean more to "good" than excellent in their rating, as do voters in the City of Placentia More voters registered for greater than 20 vears rate YLWD's service as excellent/oood (94.5%)! ► 83.2% of voters are satisfied with the_guality of water provided by YLWD • 41.3% are VERY satisfied Democrats are more likely to be somewhat satisfied (51.3%) than very satisfied Those aged 18-34 are more likely (52.8%) to be very satisfied Placentia voters are more likely to be somewhat satisfied (42.8%) ► 84.3% of voters are satisfied with the water pressure provided by YLWD • 54.7% are VERY satisfied Those registered to vote for lonaer than 20 vears are more likely to be satisfied (94.5%) Those registered to vote for between 10 and 20 years are less likely to be satisfied (77.6%) ► Voters are somewhat less enthusiastic about the taste of their water. 66.7% state they are satisfied with the taste of the water provided by YLWD • 32.5% are very satisfied • 23.1% are unsatisfied • Again, a greater proportion of those registered for more than 20 vears indicate they are satisfied with with the taste of their water than other demographics (78.2%) Probolsky Research LLC or, behalf of Yaba Linda Water Drstnct Customer Telephone Survey 2008 Page 8 01202 PROBOLSKY RESEARCH LLC 02008 C, • ► 72.9% of voters are satisfied with the amount they pay for water • 54.1% are somewhat satisified Decline to State voters are more likely to be very satisfied than voters registered to other political parties More voters over 65 years old are "somewhat unsatisfied" with pricing than other demographics (21.4% vs. around 11.7%) • Voters who have been registered to vote for less than one year exhibit uncertainty about water pricing, with 21.1 % indicating they are unsure ► 35.9% of voters feel that the maioritv of water provided by YLWD comes from ground water wells • 22.5% believe the ma'ori of their water is imported from the Colorado River • Men are more likelv than women to rate Around water wells as the primary water source • More voters in Placentia feel ground water wells are the primary water source for YLWD • Voters registered for longer than 10 vears are considerably more likely to assume that the maiori of their water comes from ground water wells Ground water wells 35.9% Imported from the Colorado River 22.5% Imported from Northern California 13.1% Recycled water 3.4% The ocean .6% Rain that is captured in area reservoirs 6.6% Unsure I 17.7% Refused ( .3% . Pmbotsky Research LLC on behaNof Yorba Linda Watet Distnct Customer Telephone Survey 2008 Page 9 of 202 PROBOLSKY RESEARCH LLC 02008 ► 64.4% of voters feel there is a water crisis in Orange County • More Decline to State voters feel that there is a water crisis in OC (74.5%) • Voters aged 1834 are more split, with only 49.1% believing that Orange County is facing a water crisis • Voters registered for between five and ten vears are more likely to feel that there is a water crisis (76.1%) ► Voters are not willing to pay higher water rates to ensure Increased public education on the current water situation (including landscaping classes, tours of YLWD facilities and other public outreach educating the public on conservation): • 70.9% say "no" • Voters aged 18-34 are less likely to have an opinion (15.1% are unsure) ► Voters are also unwilling to lay hiaher water rates to ensure increased school education so children understand the importance of conservation • 65.2% say "No" • Decline to State voters are more willing to ante up (43.1%) • The majority of voters aged 18-34 (52.8%) are haopv to pay more! • High propensity voters (4/5 and 5/5) are particularlv unwilling to pay more The length of time a voter has been registered is inversely proportional to the degree to which they are willing to pay higher water rates to ensure increased school education. Given that this is a reasonable proxy for age, this information is unsurprising as topics such as this can typically be of less interest to older voters ► Voters are hesitant to_pav higher rates to ensure better tasting water • 59.0% say "No" Voters who are mid-propensity (3/5 or 2/5) are more likely to agree to paying higher tates to ensure better tasting drinking water than other demographics (50% and 46.9% respectively) PrOolsky Researdi LLC on behalf of Yorba Linda Water Disbict Customer Telephone Survey 2008 Page 10 of 202 PROBOLSKY RESEARCH LLC 02008 . i n U • Permanent vote-by-mail voters are less supportive of paying higher rates than election day voters (though election day voters compose the majority of the sample) Again, voters who have been registered for lonaer than 20 vears display a greater resistance to higher rates (74.5°/a said no) ► Voters do not want to _R" hi her rates to ensure better water pressure • Over % (76.6%) say "No" • (Democrats are sliahtiv more willinq • 32.1 % of voters aged 18-34 are willing, vs. the 19.9% average • More voters in the City of Placentia are willing to pay more (27.8%) Voters registered for lonaer than 10 years are less likely to support paying higher rates to ensure better water pressure. However, with this topic there is an opportunity to shift support via education, given that the demographic exhibits greater uncertainty than others ► While a majority (53%) of voters have heard of tiered water rates where people who use more water pay more for their water, 46.4% have not • Significantly more men than women have heard of tiered water rates (62.3% vs. 45.3%) A majority of voters in Placentia have NOT heard of tiered water rates (55.6%) ► 53.3% support the District charging more significantly more water than their neighbors for water to customers who use • 26.5% strongly support the concept • But, nearly 1/5 (19.7%) strongly oppose it • Republicans are split, with 46.2% supporting vs. 45.2% opposing • Voters aaed 55-64 are more likely to support (65.8%) • Voters in Placentia are also more likely to support the concept (72.2%) • ProboLsky Research LLC on behanof Yorba Linda Water District Customer Telephone Survey 2008 Page 9 ? of 202 PROBOLSKY RESEARCH LLC 02008 • Those registered to vote for more than 20 years are less likely to support the concept (41.8% vs. 49.1 % opposed) ► 52.1 % believe that "drought" is the biggest threat to Orange County's water supply Failure of Delta levees in a flood or 3.1% earthquake Drought I 52.1% Global climate change I 8.8% Environmental regulations 8.5% Contamination 14.5% Other I 7.7% Unsure 5.1% ► Conservation is the tpp response when voters are asked what is the best way for Orange County to help solve the problem of limited water suDDly, followed closely by recycling for non-drinking water purposes • Voters in Placentia are even more supportive (91.7%) of conservation than the average (81.8%) • Placentia voters are also more supportive of recycling for drinking water purposes (50.0% vs. 39.6%) Conservation ( 81.8% Recycling for non-drinking water 78.3°h purposes Desalinization, a process that allows the use of ocean water after removing the salt 67.5% from it More ground water storage Limit growth More surface storage Probolsky Research LLC or behalf of Yorba Linda Water District Customer Telephone Survey 2008 Page 12 of 202 61.8% I 47.0% 41.6% PROBOLSKY RESEARCH LLC 02000 • Recycling for drinking water purposes I 39.6% Other 6.8% Unsure 3.1% ► Voters are most supportive of the following proposals put forth for YLW® to reduce water consumption over the coming years: (1) rebates for high efficiency toilets and washing machines and (2) using more non-potable water for government and homeowners' association landscaping • Rebates for smart sprinkler controllers come in a close third • Voters aged 18-34 are particularly supportive of rebates for high efficiency toilets/Washing machines and for smart sprinkler controllers J Voters registered for less than five vears reflect this same increased support for smart sprinkler controller rebates, as well as a slightly increased support for high efficiency toilets and washing machines 94.4% of Placentia voters favor rebates for high efficiency toilets and washing machines! • Placentia voters also exhibit significantly more support for tiered rates (77.8%) than do Yorba Linda voters (61.0%) Rebates for high efficiency toilets and washing machines Using more non-potable water for government and homeowners' association landscaping Rebates for smart sprinkler controllers Rebates for synthetic turf Tiered rates so that those who use much more water than their neighbors pay more for water • Probotsky Research LLC on behaN of Yorba Linda Wafer Distnct Customer Telephone Survey 2008 Page 13 of 202 85.8% 82.3% 77.8% 63.2% 61.0% PROBOLSKY RESEARCH LLC 02008 Limit growth I 51.0% Limits on how often homeowners can 41.6% water their lawns Other 2.0% Unsure/Refused I 1.4% ► When asked which conservation methods they felt their housholds would participate in, most voters ranked "Rebates for hiah efficiency toilets and washina machines" • Using more non-potable water for government and homeowners' association landscaping was ranked 2nd • Rebates for smart sprinkler controllers come in a close third • Again, voters aged 18-34 are particulariv supportive of rebates for high efficiency toilets/washing machines and for smart sprinkler controllers Placentia voters exhibit sionificantiv more likelihood to participate in rebates for high efficiency toilets and washing machines (91.7%) than do Yorba Linda voters (81.0%). Respondents who have been registered to vote for less tha one year, as well as those who have been registered for between 10 and 20 years, are less likely to participate in these rebates (73.7% for both demographics) • Again, Placentia voters are also more supportive of tiered rates (72.2%) than are Yorba Linda voters (54%). So too, are voters who have been registered to vote for between 5 to 10 years (66.2%) • Yorba Linda voters are significantly more inclined to take advantage of rebates for smart sprinkler controllers (72.7%) than Placentia voters (58.3%) Rebates for high efficiency toilets and 82.3% washing machines Using more non-potable water for 72.1% government and homeowners' association landscaping Probolsky Research LLC on behalf of Yorbs Linda Water District Customer Telephone Survey 2008 Page 14 of 202 PROBOLSKY RESEARCH LLC ®2008 0 • Rebates for smart sprinkler controllers I 71.2% Rebates for synthetic turf 45.9% Tiered rates so that those who use much more water than their neighbors pay more 55.8% for water Limit growth 47.9% Limits on how often homeowners can 42.7% water their lawns Other I 2.3% Unsure/Refused 2.2% ► "Thinkina about water conservation, please indicate which, if any, of the following conservation measures you do in your own home. Choose as many as you would like, or none at all" h d l k i oses an r y Monitor and repa ea 93.2% sprinkler heads Only water the yard In the early morning ° 90.9 /o and late evening Only wash full loads of laundry and 90.9% dishes Turn off the faucet while brushing your 85.2% teeth Use a broom instead of a hose for cleaning 84% walkways and patios Taking showers for five minutes or less I 60.4% Plant trees, shrubs and ground cover that 60.1% require less water Replace older inefficient toilets, washing 79.2% Probolsky Research LLC on behaff of Yotba L nda Water Distnct Customer Telephone Survey 2008 Page fS of 202 PROBOLSKY RESEARCH LLC 02008 machines or irrigation timers Unsure/Refused I 2.2% ► Earlier this month, Govemor Arnold Schwarzenegger issued an executive order proclaiminq a statewide drought. What does this mean to you? • Be careful about conserving water: 45.3% • May run out of water/facing shortages: 21.7% "It means to conserve our water and use water for only the most important reasons. It means to protect the water and keep it clean and don't contaminate it." "Well, it means that we all need to conserve. " "Well, it means that we need to watch the amount of water that we use. The freeways need to have no plants." "It's really hard and you have to look around indivdually who uses more than water It's hard to say, large corporations should cut down usuage as well as those using significantly more water. " "There is a shortage of water and they are going to be limitations on the use the use of water by the people" "Well, it means that there is water shortage and we need to conserve. "This means that everybody needs to do their pan` to conserve and educate others on how to conserve. " 'It means that I don't hose down my drive anymore, wash the car so often, water the lawn every other day and cut down the amount of time spent on watering.` ► 60.4% of voters would expect local and regional Government agencies like cities and CalTrans to forgo watering landscaaed areas if we encounter a water emergency during which homeowners and businesses may be required to forgo watering lawns and washing cars at home • Voters aged 55-64 are more ardent in this belief (70.9%) Probolsky Research LLC on behalf of Yoga Linda Water Dshict Customer Telephone Survey 2008 Page 16 o1202 PR08®LSKY RESEARCH LLC 02008 • • • • As are very high propensity voters (5/5), with 69.8% expecting government agencies to forgo watering landscaped areas • Voters who are likely to vote by mail share this perspective in similar proportion • Slightly more voters in Placentia would prefer government to continue to water parkway, median and freeway landscaping (38.9%) than Yorba Linda (34.1 ► Voters support (66.1%) using underground water reservoir sites for parks and recreation facilities! • 32.5% strongly support the proposal • 25.1% oppose • The proposal is more appealinci to men (42.1% strongly support) than women (24.5%) • Older voters exhibit greater uncertainty than other age groups (12.9% are unsure, as opposed to the 7.1 % average) Placentia voters are more supportive (80.6%) than Yorba Linda voters (65%) Voters who have been registered for less than one year are less supportive (55.3%), though support still constitutes a majority ► Voter support even slightly increases for the above proposal if one of the proposed sites was in their neighborhood • 35% strongly support the proposal • 21.9% oppose • Again, the proposal is more appealino to men (45.3% strongly support) than it is to women (26.6%) • Voters aged 65+, while still broadly supportive (62.9% support) are less vigorous in their support, with only 22.9% strongly supporting the proposal • Again, voters who have been registered for less than one year are less supportive (57.1%), though support still constitutes a majority and again support grew in comparison to the previous question Proboftky Research LLC on behaH of Yorba Linda Water District Customer Telephone Survey 2008 Page 1Tof202 PROBOLSKY RESEARCH LLC 02008 ► 70.1% of those that support using reservoir sites for parks and recreation activities would continue to support the proposal knowing it may require the expenditure of some taxpayer funds on the project • 21.6% oppose • Men are more supportive than women (79.8% vs. 61.4%). However, it should be noted that women are as likely to shift to "unsure" as they are to "no - oppose" • Democrats are more supportive (85.2%) than Republicans (64.6%) • Placentia voters are more supoortive (80.0%) than Yorba Linda voters (68.7%) • Those who have been registered to vote between ten and twenty years are less supportive (58.5%) though support still constitutes a majority ► 54.7% of voters are willin tg o pay a onetime chame of $15 for YLWD to add fluoride to all water supplied by the District • 39.9% are not • 66.7% of Placentia voters support the onetime charge ► Respondents by city reflect the composition of the sample and the statistical significance of the survey. In other words, the low # of respondents (or none as in the case of Brea) in the cities of Brea and Anaheim are reflective of the statistically significant sample of YLWD customers Probaisky Research a.LC on behaPf of vorba Linda Water ®istnct Customer Telephone Survey 2008 Page 78 of 202 PROBOLSKY RESEARCH LLC ®2008 I'How satisfied are you of the service YLWD is doing? 1993 58% Very Satisfied 1997 88% Satisfied/Very Satisfied 2008 85.5°% Satisfied/Very Satisfied . 1W Are you satisfied with the quality of water provided by YLWD? 1993 48% Satisfied 2008 83.2% Satisfied Are you satisfied with the water pressure? 1993 79% Satisfied 2008 84.3% Satisfied Are you satisfied about the taste of the water? 1993 35% Satisfied 2008 66.7% Satisfied Are you satisfied with the cost of the water? 1993 39% Satisfied 2008 72.9% Satisfied Where do you think most of O.C.'s water comes from? 1993 36% Don't Know 26% Groundwater 7% Colorado River 2008 35.9% Ground Water Wells 22.5% Colorado River Do you think YLWD should remain independent? 1993 55% Agree 16% Disagree 1997 71% Agree 10% Disagree 2008 76.6% Agree 13.4% Disagree What source do you rely on most for information about water? 1997 42% Newspaper 19% Water Company 16% Flyers/Mail 16% Other 8% Don't Know 2008 Billing Inserts and water lines are as effective as local TV news. Age 55+ 21.9% OC Register 13.7% Local TV news 13.1% YLWD Billing inserts 11.4% Water Lines Age 18-54 YLWD billing inserts are 2"d most popular reference Do you agree that the city council cares about the people? 1997 58% Agree/Strongly Agree How is the Mayor and City Council doing in your city? 2008 Yorba Linda 51.4% Excellent/Good 77.8% Good/Fair Placentia 41.7% Good/Excellent 41.7% Fair/Poor LAIR VIARC E Cf~( & Associates Consultants in Strategic Communications Communicating Conservation, C04 Rate Increases and Allocation An Outreach Proposal for the Remainder of YL WD s FY 08-09 vk July 30, 2008 aj¢ This fiscal year will bring two difficult challenges to the Yorba Linda Water District: Pressure to increase rates, and the possible implementation of MWD's new water allocations. Both are largely or entirely out of YLWD's control, so it is important that customers understand both the circumstances and how they can contribute to a solution. In a recent YLWD survey, 45% of District customers feel the Governor's drought proclamation means they should be 0)(.I The following proposal outlines a strategy for YLWD to initiate conserving more water. a stronger, more consistent communications program in ~a order to increase customer awareness of issues and build customer trust in the board an ti„n its decisions. Strictly for planning purposes, it assumes that rates might be increased in early 2009, and that MWD might implement its new water allocations in mid-2009. The n program stresses the following: a • The District operates in a fiscally conservative manner and has long been protective stewards of public funds • Local water rates and supply availability are tied to factors largely outside the District's control (energy prices, Met allocations, regulatory drought), but YLWD has taken measures to limit the local impacts of this state-wide issue • Conservation is the answer for both the rate and allocation issues We propose an initial six-month program to communicate the messages above to customers in the following manner, so they can more fully understand the reasons why the board must consider a rate increase: • Three issues-based quarterly customer newsletters (Aug., Oct., Jan.) • Two rounds of presentations by board members and/or staff to cities and large water users on 1.) the status of water situation and the need to conserve, and 2.) an update on rates and district finances • Six monthly issues-based employee newsletters (they're your main ambassadors) • Three bi-monthly op/eds in the Yorba Linda Star • Two bi-monthly native plant columns in the Yorba Linda Star • Two quarterly customer workshops (native plants and water 101) with the necessary publicity to ensure participation (%WoAt~ f 22892 Mill Creek Dr., Laguna Hills, CA 92653 ► 949.599.1212 ► www.laer.com J~Ak m4s.- a Laer Pearce & Associates YLWD 2008-09 Communications Proposal Page 2 of 7 • Production of a conservation brochure (for use as a leave-behind for presentations and workshops) • Updating Web site with conservation and issues messaging • Regular positive, proactive media relations • Six conservation-themed bill stuffers • Five monthly eblasts to interest database on relevant YLWD and water issues • Letter to customers should the board decide to consider a rate increase (timed around hearing) • Production of a PowerPoint for staff, should there be a rate-increase hearing Progressing into 2009, we would continue all the regular communication vehicles established in Phase One (quarterly newsletter, op/eds, plant columns, quarterly workshops, etc.), and add the following new elements through the end of the fiscal year, reinforcing the District's conservation, rate and allocation messages: • Coordinated participation in the MWDOC/Discovery Science Center student program within service area • VIP tours of District facilities • Promotion and participation in regional Water Awareness Day celebration • Participation in MWDOC regional advertising campaign If allocation measures are announced by MWD, we would include the following additional components in the weeks leading up to a reduction in supplies: • Staff presentations to cities and large water users on the allocation situation • Update Web site with allocation messages • Letter to customers discussing allocation • One op/ed in Yorba Linda Star on allocation • Media relations on allocation issue • Production of door hangers directed at homeowners seen over-using water Laer Pearce & Associates YLWD 2003-09 Communications Proposal Page 3 of 7 Dedication event Employee newsletter Headquarters media New infrastructure media Board approves plaXv Revised customer s letter Outreach planning Employee newsletter Issues messaging VIP conserve presentations Customer workshop( Secure 1st op/ed~C Web update Employee newsleWe'eyy ,Conservation brochure` l Conservation bill stuffer _ , .,h MonthJv a-blast ~1~,.aA~ Qtly customer newsletter VIP conserve presentations Secure 1St plant column Employee newsletter Conservation bill stuffier Monthly a-blast VIP rate presentations Qtly customer workshop Op/ed Employee newsletter Conservation bill stuffer Monthly a-blast VIP rate presentations Customer rate letter Rate media relations Rate op/ed or plant col. Rate Web update Conservation bill stuffier Plant column Employee newsletter Monthly a-blast Potential Rate Increase: Mid Qtly customer workshop Jan. Plant column Qtly customer newsletter Conservation bill stuffier VIP rate presentations Rate op/ed or plant col. Employee newslette Hearing PPT for staff Monthly a-blast Rate media relations ` Conservation bill stuffier Ca Employee newsletter Monthly a-blast p(~ Qtly customer newsletter VIP allocation presentations VIP allocation presentations* Qtly customer workshop/tour VIP tours Allocation Web update* Student presentations Customer allocation letter* Conservation bill stuffer Allocation media relations* Plant column Allocation op/ed* WAD materials preparation Conservation bill stuffer Employee newsletter Student presentations Monthly a-blast Regional WAD ne etter 100th even onthl e- t * If necessary, assumes July 1 allocation. Student brochure Op/ed Conservation bill stuffer Runoff brochure Employee newsletter Monthly a-blast VIP allocation presentations* Allocation media relations* Door hangers* Plant column Employee newsletter Conservation bill stuffer Monthly a-blast Potential Allocation: July 1 C~ Oco OS A*1 oil Laer Pearce & Associates YLWD 2008-09 Communications Proposal Page 4 of 7 The chart on the following pages summarizes anticipated fee billings (including vendor expenses) for the campaign outlined above. Should the scope of work change, we will provide a revised estimate at that time. The estimated vendor costs are based upon LP&A's regular vendors. This oronosal and budget is Dreliminarv: items may be added. eliminated or refined after further discussion with the District. LP&A bills for its time by the minute to ensure the highest fairness and accuracy; YLWD will only be invoiced for the actual time spent working on the District's behalf. LP&A reserves the right to transfer funds between tasks, as necessary and with YLWD's knowledge, to complete the approved scope of work within the total budget. Issues Messaging Drafting strategic messaging for potential rate increase and Met allocation. Quarterly Customer Drafting content and managing design of two Newsletter quarterly customer newsletters, utilizing template (October, January) created in earlier efforts. Does not include printing and distribution. Fees Vendors VIP Conservation Production of a PowerPoint presentation and script Presentation on conservation and water situation for delivery to VIPs and large water users. VIP Rate Increase Production of a PowerPoint presentation and script Presentation on potential rate increase for delivery to VIPs and large water users. Monthly Employee Drafting content and managing layout and Newsletter distribution of six monthly e-newsletters to (Aug.-Jan.) employees. Fees Vendors Media Placements Drafting content and securing placement of three op/eds and two native plant columns; establishing program with newspaper. Media Relations Proactively pitching three positive news stories to local press and trades. Quarterly Customer Preparation of a plan to host two customer Workshops (Sept., workshops. Includes minimal time for materials Nov.) production (TBD) and attendance at first customer workshop. 8,000 2,000 6,000 4,000 6,000 1,200 6,600 4,200 4,500 Laer Pearce & Associates YLWD 2008-09 Communications Proposal Page 5 of 7 Conservation Managing copy, design and printing of a tri-fold Brochure conservation brochure (qty. 3,000 each). Includes creation of new illustrations. Fees Vendors Web Site Update Reviewing and updating content on Web site to incorporate new key messages. Bill Stuffers Design of three 8.5"x3.5" bill inserts promoting conservation. Note: Does not include printing. Fees Vendors Customer Rate Drafting content and managing production of two- Letter page letter discussing rate increase. Note: Does not include printing. Fees Vendors Revisions to Rate Revising earlier rate-increase PPT for delivery to PPT for Hearing YLWD board at hearing. Blast Email Drafting content and managing layout and Program distribution of five blast emails to outreach database; includes creation of eblast template. Fees Vendors Issues Attending select local and regional water meetings, Management monitoring industry news and trends, keeping YLWD abreast of issues. Total Phase One Feetis Total Phase One Vendors Total for Phase One Quarterly Customer Drafting content and managing design of quarterly Newsletter (April) customer newsletter, utilizing template created in earlier efforts. Does not include printing and distribution. Monthly Employee Drafting content and managing layout and Newsletters (Feb.- distribution of five monthly e-newsletters to June) employees. Blast Email Drafting content and managing layout and Program distribution of five blast emails to outreach data base. 4,500 4,000 2,000 2,000 1,200 1,500 200 750 4,000 1,750 8,200 $63,750 $10,350 $74,100 Fees 4,000 Vendors 1,000 Fees 5,000 Vendors 1,000 Fees 4,000 Laer Pearce & Associates YLWD 2008-09 Communications Proposal Page 6 of 7 Vendors 1 1,000 Media Placements Drafting content and securing placement of two 5,500 op/eds and three native plant columns. Quarterly Customer Coordination of program content for two customer 2,000 Workshops (Feb., workshops. Does not include LP&A attendance at May) workshops. Student Coordination of MWDOC presentations at schools in 1,500 Presentations YLWD service area; includes minimal materials production. VIP Tours Coordination of invitations and content for VIP tours 4,500 of key District facilities; includes attendance at event. WAD Coordination Preparation of materials for YLWD promotion and 1,000 participation in regional Water Awareness Day celebration. MWDOC Customization of MWDOC conservation ad; Advertising placement of eight quarter-page ads in YL Star over four-month period. Fees 400 Vendors 4,956 Issues Attending select local and regional water meetings, 6,700 Management monitoring industry news and trends, keeping YLWD abreast of issues. Total Phase Two Fees $34,600 Total Phase Two Vendors $7,956 Total for Phase Two $42,556 VIP Allocation Production of a PowerPoint presentation and script 4,000 Presentation on allocation for delivery to VIPs and large water users. Web Update Reviewing and updating content on Web site to 1,000 incorporate new allocation messages. Customer Drafting content and managing production of two- Allocation Letter page letter discussing rate increase. Note: Does not include printing. Fees 1,500 Vendors 200 Allocation Media Preparation of a press release on local allocation 5,000 Relations implications; coordination of meeting with reporter to discuss issue; responding to media inquiries. Water-Wise Door Managing content, design and printing of a 7"x18" Hangers door hanger with conservation messaging. (qty. 10,000) Fees 1,000 Vendors 3,000 e Laer Pearce & Associates YLWD 2008-09 Communications Proposal Page 7 of 7 Total Allocation Period Fees Total Allocation Period Vendors Total for Allocation Period $8,000 $3,200 Meetings and Strategic counsel; attending minimal "account 10,000 Consultations maintenance" meetings and council hearings in person; conference calls and phone meeting attendance; general project support; reporting. Li LAER VEARC E Associates Consultants in Strategic Communications Communicating Conservation, Rate Increases and Allocation An Outreach Proposal for the r of YL WDs FY 08-09 July 30, 2008 This fiscal year will bring two difficult challenges to the Yorba Linda Water District: Pressure to increase rates, and the possible implementation of MWD's new water allocations. Both are largely or entirely out of YLWD's control, so it is important that customers understand both the circumstances and how they can contribute to a solution. In a recent YLWD survey, 45% of District customers feel the Governor's drought proclamation means they should be The following proposal outlines a strategy for YLWD to initiate conserving more water. a stronger, more consistent communications program in order to increase customer awareness of issues and build customer trust in the board and its decisions. Strictly for planning purposes, it assumes that rates might be increased in early 2009, and that MWD might implement its new water allocations in mid-2009. The program stresses the following: The District operates in a fiscally conservative manner and has long been protective stewards of public funds Local water rates and supply availability are tied to factors largely outside the District's control (energy prices, Met allocations, regulatory drought), but YLWD has taken measures to limit the local impacts of this state-wide issue Conservation is the answer for both the rate and allocation issues We propose an initial six-month program to communicate the messages above to customers in the following manner, so they can more fully understand the reasons why the board must consider a rate increase: • Three issues-based quarterly customer newsletters (Aug., Oct., Jan.) • Two rounds of presentations by board members and/or staff to cities and large water users on 1.) the status of water situation and the need to conserve, and 2.) an update on rates and district finances • Six monthly issues-based employee newsletters (they're your main ambassadors) • Three bi-monthly op/eds in the Yorba Linda Star • Two bi-monthly native plant columns in the Yorba Linda Star • Two quarterly customer workshops (native plants and water 101) with the necessary publicity to ensure participation 22892 Mill Creek Dr., Laguna Hills, C 92653 .1212 www.laer.com Laer Pearce & Associates YLWD 2005-09 Communications Proposal Page 2of7 • Production of a conservation brochure (for use as a leave-behind for presentations and workshops) • Updating Web site with conservation and issues messaging • Regular positive, proactive media relations • Six conservation-themed bill stuffers • Five monthly eblasts to interest database on relevant YLWD and water issues • Letter to customers should the board decide to consider a rate increase (timed around hearing) • Production of a PowerPoint for staff, should there be a rate-increase hearing Progressing into 2009, we would continue all the regular communication vehicles established in Phase One (quarterly newsletter, op/eds, plant columns, quarterly workshops, etc.), and add the following new elements through the end of the fiscal year, reinforcing the District's conservation, rate and allocation messages: • Coordinated participation in the MWDOC/Discovery Science Center student program within service area • VIP tours of District facilities • Promotion and participation in regional Water Awareness Day celebration • Participation in MWDOC regional advertising campaign If allocation measures are announced by MWD, we would include the following additional components in the weeks leading up to a reduction in supplies: • Staff presentations to cities and large water users on the allocation situation • Update Web site with allocation messages • Letter to customers discussing allocation • One op/ed in Yorba Linda Star on allocation • Media relations on allocation issue • Production of door hangers directed at homeowners seen over-using water Laer Pearce & Associates YLWD 2005-09 Communications Proposal Page 3 of 7 Program T~ I >te Dedication event Employee newsletter Headquarters media New infrastructure media Board approves plan Revised customer newsletter Outreach planning Employee newsletter Issues messaging VIP conserve presentations Customer workshop Secure 1st op/ed Web update Employee newsletter Conservation brochure Conservation bill stuffer Monthly a-blast ll 1116 k . . z- Qtly customer newsletter VIP rate presentations VIP rate presentations VIP conserve presentations Qtly customer workshop Customer rate letter Secure 1St plant column Op/ed Rate media relations Employee newsletter Employee newsletter Rate op/ed or plant col. Conservation bill stuffer Conservation bill stuffer Rate Web update Monthly a-blast Monthly a-blast Conservation bill stuffier Plant column Employee newsletter Monthly a-blast J wu, yy~~ YI I ® I ~ ~ 4 ® Y . Potential Rate Increase: Mid Qtly customer workshop Student brochure Jan. Plant column Op/ed Qtly customer newsletter Conservation bill stuffier Conservation bill stuffier VIP rate presentations Key collateral kit Runoff brochure Rate op/ed or plant col. Employee newsletter Employee newsletter Hearing PPT for staff Monthly a-blast Monthly a-blast Rate media relations Conservation bill stuffier Employee newsletter Monthly a-blast VIP allocation presentations Qtly customer workshop/tour Allocation Web update* Customer allocation letter* Allocation media relations* Allocation op/ed* Conservation bill stuffer Student presentations Regional WAD Employee newsletter 100th event Monthly a-blast * If necessary, assumes July 1 allocation. Qtly customer newsletter VIP allocation presentations* VIP tours Student presentations Conservation bill stuffier Plant column WAD materials preparation Employee newsletter Monthly a-blast VIP allocation presentations* Allocation media relations* Door hangers* Plant column Employee newsletter Conservation bill stuffer Monthly a-blast Potential Allocation: July 1 Laer Pearce & Associates YLWD 2008-00 Communications Proposal Page 4of7 ibifiitimate The chart on the following pages summarizes anticipated fee billings (including vendor expenses) for the campaign outlined above. Should the scope of work change, we will provide a revised estimate at that time. The estimated vendor costs are based upon LP&A's regular vendors. This proposal and budget is oreliminarv: items may be added. eliminated or refined after further discussion with the District. LP&A bills for its time by the minute to ensure the highest fairness and accuracy; YLWD will only be invoiced for the actual time spent working on the District's behalf. LP&A reserves the right to transfer funds between tasks, as necessary and with YLWD's knowledge, to complete the approved scope of work within the total budget. Issues Messaging Drafting strategic messaging for potential rate increase and Met allocation. Quarterly Customer Drafting content and managing design of two Newsletter quarterly customer newsletters, utilizing template (October, January) created in earlier efforts. Does not include printing and distribution. Fees Vendors VIP Conservation Production of a PowerPoint presentation and script Presentation on conservation and water situation for delivery to VIPs and large water users. VIP Rate Increase Production of a PowerPoint presentation and script Presentation on potential rate increase for delivery to VIPs and large water users. Monthly Employee Drafting content and managing layout and Newsletter distribution of six monthly e-newsletters to (Aug.-Jan.) employees. Fees Vendors Media Placements Drafting content and securing placement of three op/eds and two native plant columns; establishing program with newspaper. Media Relations Proactively pitching three positive news stories to local press and trades. Quarterly Customer Preparation of a plan to host two customer Workshops (Sept., workshops. Includes minimal time for materials Nov.) production (TBD) and attendance at first customer workshop. 1,500 8,000 2,000 6,000 4,000 6,000 1,200 6,600 4,200 4,500 v Laer Pearce & Associates YLWD 2008-09 Communications Proposal Page 5of7 Conservation Managing copy, design and printing of a tri-fold Brochure conservation brochure (qty. 3,000 each). Includes creation of new illustrations. Fees Vendors Web Site Update Reviewing and updating content on Web site to incorporate new key messages. Bill Stuffers Design of three 8.5"x3.5" bill inserts promoting conservation. Note: Does not include printing. Fees Vendors Customer Rate Drafting content and managing production of two- Letter page letter discussing rate increase. Note: Does not include printing. Fees Vendors Revisions to Rate Revising earlier rate-increase PPT for delivery to PPT for Hearing YLWD board at hearing. Blast Email Drafting content and managing layout and Program distribution of five blast emails to outreach database; includes creation of eblast template. Fees Vendors Issues Attending select local and regional water meetings, Management monitoring industry news and trends, keeping YLWD abreast of issues. 4,500 4,000 2,000 2,000 1,200 1,500 200 750 4,000 1,750 8,200 Total Phase One Fees _ I $63,750 Total Phase One Vendors - 1 $10,350 Total for Phase One I $74,100 N nr {y YrPhase"Two. February:F June Quarterly Customer Drafting content and managing design of quarterly Newsletter (April) customer newsletter, utilizing template created in earlier efforts. Does not include printing and distribution. Fees 4,000 Vendors 1,000 Monthly Employee Drafting content and managing layout and Newsletters (Feb.- distribution of five monthly e-newsletters to June) employees. Fees 5,000 Vendors 1,000 Blast Email Drafting content and managing layout and Program distribution of five blast emails to outreach database. Fees 4,000 Laer Pearce & Associates YLWD 2003-09 Communications Proposal Page 6 of 7 Vendors 1 1,000 Media Placements Drafting content and securing placement of two 5,500 op/eds and three native plant columns. Quarterly Customer Coordination of program content for two customer 2,000 Workshops (Feb., workshops. Does not include LP&A attendance at May) workshops. Student Coordination of MWDOC presentations at schools in 1,500 Presentations YLWD service area; includes minimal materials production. VIP Tours Coordination of invitations and content for VIP tours 4,500 of key District facilities; includes attendance at event. WAD Coordination Preparation of materials for YLWD promotion and 1,000 participation in regional Water Awareness Day celebration. MWDOC Customization of MWDOC conservation ad; Advertising placement of eight quarter-page ads in YL Star over four-month period. Fees 400 Vendors 4,956 Issues Attending select local and regional water meetings, 6,700 Management monitoring industry news and trends, keeping YLWD abreast of issues. Total Phase Two Fees 1 $34,600 Total Phase Two Ven dors 1 $7,956 Total for Phase TWo 1 $42,556 Actions Uori Allocation VIP Allocation Production of a PowerPoint presentation and script 4,000 Presentation on allocation for delivery to VIPs and large water users. Web Update Reviewing and updating content on Web site to 1,000 incorporate new allocation messages. Customer Drafting content and managing production of two- Allocation Letter page letter discussing rate increase. Note: Does not include printing. Fees 1,500 Vendors 200 Allocation Media Preparation of a press release on local allocation 5,000 Relations implications; coordination of meeting with reporter to discuss issue; responding to media inquiries. Water-Wise Door Managing content, design and printing of a 7"x18" Hangers door hanger with conservation messaging. (qty. 10,000) Fees 1,000 Vendors 3,000 e Laer Pearce & Associates YLWD 2008-09 Communications Proposal Page 7 of 7 Total Allocation Period Fees Total Allocation Period Vendors Total forAllocation Period f Meetings and Strategic counsel; attending minimal "account Consultations maintenance" meetings and council hearings in Expenses person; conference calls and phone meeting attendance; general project support; reporting. Mileage; copies. Based on two percent of fees. $8,000 i $3,200 1 $11,200 _ I 10,000 2,300