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Radio show helps Minnesota utilities promote conservation

Dan Tepfer of Kandiyohi Power Cooperative (left) and Dave Opsahl of Willmar Municipal Utilities (center) talk about their utilities' energy efficiency programs with "Open Mic" host Bud Hanson. (Photo by Kandiyohi Power Cooperative)

When KWLM-AM News/Talk radio in Willmar, Minn., invited two local utilities to its “Open Mic” show, Western customers Willmar Municipal Utilities and Kandiyohi Power Cooperative decided to talk about energy efficiency—and got invited back.

Utilities use show to promote energy services
Originally, the general managers were going on the program to discuss a possible consolidation of the utilities, but decided that the forum might be better used for customer education. “I was informed on a Tuesday night that I was going to be on the radio on Wednesday morning,” recalled WMU Energy Services Representative Dave Opsahl.

Opsahl joined Dan Tepfer of Kandiyohi on the weekday interview program, July 7.“Dan talked about our energy management program, which is very similar to Willmar’s,” said Kandiyohi Marketing and Customer Service Manager Diane Maurice. “We’re always looking for new ways to let our customers know what’s out there.”

And listeners did want to know. “People are always interested in efficiency when they get that light bill,” said Bud Hanson, host of Open Mic.
He added that reliability is probably the No. 1 concern of residents and that both utilities did an outstanding job in that area.

Community spirit drives program participation
Opsahl used the first show to talk about WMU’s “Load Share” program. “The name recognition is out there, so now I mainly hit on the high points,” he noted. “People used to ask how it worked. Now they want to know ‘How do I sign up?’ ” Opsahl said of the successful air conditioner cycling program.

“Load Share” works on a voluntary basis, unlike many programs that pay participants a small monthly premium. “If you offer money, you have to keep upping the incentive to bring in new subscribers,” Opsahl pointed out. “We chose to appeal to our customers’ community spirit.”
During the hottest days of the year, the utility runs air conditioners through a 23-minute-on-7-minute-off cycle. “The cycle is so short that a person would have to stand on a register to notice the difference,” Opsahl commented.

Customers sign up because, “There is no risk or discomfort, it saves them money and reduces the upward pressure on rates,” Opsahl listed the advantages he shared with “Open Mic” listeners. “It’s much cheaper to conserve than it is to build new generation.”

Those benefits have convinced 1,400 of WMU’s 8,000 meters to participate in the first two years of the program. “We hope to add another 2,000 subscribers,” the energy services representative said. “About 4,000 customers, both residential and commercial, have central air conditioning.”

Cooperation improves service
Because WMU’s Energy Services are relatively new, the exposure from KWLM is particularly valuable. Opsahl, a former electrician and electrical inspector, has learned marketing on the run, promoting WMU’s energy efficiency programs to the Lions’ and Rotary clubs and senior citizen groups. “Those presentations prepared me for the radio show. I know the questions and the answers,” he said.

He took the job to find out what it was like on the other side of the meter. “It was a steep learning curve,” he admitted, “but it’s fun being the guy who helps people save money.”

WMU and KPC, which serves rural Kandiyohi County residents, have a long history of collaboration. The rural electric cooperative has had an energy services program for 24 years. “When we had a question, we asked Kandiyohi or another utility,” said Opsahl. “It wasn’t necessary to reinvent the wheel.”

Much of WMU’s program is based on Kandiyohi’s success. Both utilities offer interruptible load programs for air conditioning, off-peak water heating incentives and rebates on efficient appliances including Marathon hot water heaters. “Because we promote the same equipment, WMU customers are able to pick up their Marathons at our warehouse,” said Maurice. “We work very well together,” she added.

After their initial appearance on “Open Mic,” Willmar Municipal Utilities and Kandiyohi Power Cooperative have made two additional appearances on the show and will keep going back whenever they are invited. “It’s a great way to reach our customers,” Opsahl concluded.