Green power fairs promote alternative energy and educate consumers
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More than 4,000 people attended Redding Electric Utility's second annual Services and Energy Fair at the Redding Civic Center Plaza last June. The event included energy-efficient demonstrations and seminars, children's activities, refreshments and entertainment.
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Illustrating the belief that "a spoonful of sugar helps the medicine go down," Redding Electric Utility and Kit Carson Electric Cooperative, Inc. recently invited their customers to tell them about something that is good for them and the community—conservation and renewable energy.
Redding fair grows in second year
It was clear from attendance and vendor participation at Redding, Calif.'s, 2002 Services and Energy Fair that REU customers already know a good thing when they see it. The event took place at the Redding Civic Center Plaza on June 1 and attracted a crowd of 4,500.
"That's a 50-percent increase from last year's attendance, and we held that first fair on the heels of the energy crisis," Pat Keener stated proudly.
Keener, Redding's group manager for marketing and energy services, added that the number of businesses exhibiting doubled at the second annual fair. "We had a total of 35 equipment dealers and contractors promoting products and services to help save energy and reduce utility costs."
Education and incentives are main attractions
The Energy Fair offered something for the entire family—drawings for free ENERGY STAR appliances, activities for the kids, food and drink and a chance to learn about energy saving technologies, like ground source heat pumps. "Our customers have a lot of questions," Keener explained. "The Energy Fair is a great forum for getting them together with the experts who can answer them."
REU handed out compact fluorescent lamps to the first 1,400 customers. Attendees also picked up double rebate coupons for ENERGY STAR refrigerators, front-loading clothes washers and dishwashers, and high-efficiency air conditioning units. Conservation-minded gardeners exchanged 100 gas lawn mowers for double-rebate coupons on cordless electric lawnmowers. "So far, more than 500 customers have redeemed those coupons," said Keener. "Air conditioning units seem to be the biggest seller at this point."
Supporting renewable energy is good for business
Many vendors recognized that the Energy Fair was an excellent marketing opportunity, and did their part to make the event a success. Local appliance dealers incorporated the fair's logo into their advertising. One HVAC vendor used the logo in his TV ads. Radio and television stations provided public service announcements, and many retailers carried flyers. In fact, Keener noted, area equipment dealers and contractors have been so supportive that REU is considering selling vendor space at the 2003 fair and using the profits to promote the event and energy-efficient products.
The marketing manager willingly admits, however, that the Energy Fair is not a tough sell. "Our community already understands how crucial it is to conserve our energy resources. What customers want are practical steps they can take as individuals to be a part of the solution. They can get that at the Energy Fair and have a lot of fun in the process," Keener added.
Fair used as marketing tool for renewable energy
While Redding's energy fair may have been "preaching to the choir," Kit Carson Electric Cooperative, Inc. of Taos, N.M., is holding green power fairs to build support for alternative energy.
A bill passed by the New Mexico Public Regulation Commission requires the state's public utilities receive 10 percent of their energy from renewable sources by 2010. However, with a smaller and more dispersed customer base than REU's, Kit Carson needs to develop the market for the blocks of wind power it is purchasing through Tri-State Generation and Transmission.
"Members request renewable energy, but when they learn that it will cost them more, they lose interest," said Martin Martinez, head of public relations for the cooperative. "We needed to get our customers together to give them the whole story, including the long-term benefits."
Information persuades consumers to purchase wind energy
The most recent fair, held Dec. 5, attracted 45 visitors to the cooperative's new headquarters. Like Redding's Energy Fair, it featured refreshments and live entertainment. Area newspapers and radio stations ran public service announcements about the fair, and KTAO—Taos Solar radio—also helped promote the event. "Even though Kit Carson is focusing on wind generation, the reasons for choosing renewable energy are pretty much the same across the board," Martinez commented. "As people begin to understand those reasons, there will be more interest in every form of green power."
Kit Carson staff handed out brochures and wind power contracts to members and showed a video produced by the American Wind Energy Association called "The Power of Wind." A representative from the Coalition for Clean Air was also on hand to answer members' questions. As a result of the green power fair, 10 more members purchased blocks of wind power, bringing the utility's total number of renewable energy customers to 155.
Martinez hopes to host another green power fair this spring, possibly inviting a celebrity supporter of alternative energy sources to speak. "New Mexico has a lot of wind generation potential that we should be tapping, but we don't have the buyers for it yet," he observed. "Still, it doesn't do any good to lecture people about what they ought to be doing. Instead, we invite them to a social event with a relaxed atmosphere, where they can visit with their neighbors. Then, when we tell them what green power can do for them and their community, they are a lot more likely to listen."
