Public outreach helps Riverside build solar generation

Placing solar panels in the parking lot of Riverside's Metrolink station educates commuters about renewable energy, while it generates clean electricity for a municipal facility. (Photo by Riverside Public Utilities)

Editor's note: This is the first of two stories on Western customers honored by the Solar Electric Power Association for outstanding solar programs. Roseville Electric, which received SEPA's award for innovation in solar programs, will be featured in the March Energy Services Bulletin.

Many Western customers are leaders among utilities developing renewable energy, and we can't help but feel a surge of pride when the industry takes notice, as the Solar Electric Power Association did when it honored Riverside Public Utilities at Solar Power 2007.

The southern California municipal utility received the SEPA award for business achievement for its public outreach and communications program. Working with the city, RPU has completed such civic projects as the City Hall solar project and the Autumn Ridge apartment complex. The increased outreach efforts over the past year, however, were focused less on past achievements and more on future goals. "Mayor Ron Loverage, the city council and the utility board are fully committed to making Riverside a model solar city," said General Manager David Wright.

Comprehensive communications program

While city government and utility leadership were important, said Wright, RPU was also responding to public interest. The community wants to know more about solar technology, how to install systems and what types of incentives are available.

To answer those questions, "We're using everything from the 'Utility Update,' our newsletter on the back of the bill, to an education program that goes out to every fourth and fifth-grade class in Riverside," said Marketing/Communications Manager Mike Bacich.

The outreach program also employs RPU's Web site, billboards, direct mail, newspaper ads and a weekly radio show. "The key starting point is to engage the community in dialogue, to get everyone involved," said Bacich in an interview for a SEPA webcast.

Reaching the right customers

Involving everyone means targeting the message to the people most likely to respond to it. RPU's marketing committee commissioned a survey to find out not only how customers got their information about the utility, but also the types of media different groups were generally using. Bacich offered a simple example. "The survey showed that smaller homeowners and renters were less likely to install PV systems than larger homeowners," he recalled. "So when we sent a postcard promoting our residential PV rebate, we sent it to large residential customers. They were more likely to be interested in the information."

"The Green Power Report," airing on regional commercial station KTIE 590, Mondays at 8:30 p.m., is another example of targeting. "We had some 60-second spots on an FM oldies station, but research showed that listeners weren't likely to stick around for commercial breaks," said Bacich. "Talk radio, on the other hand, is the fastest-growing format in the market."

Bacich added that RPU is very pleased with the results. "'Green' is a very broad topic. At first we were wondering if we would have enough to talk about. Now guests are lining up." The program also provides content for RPU's Green Riverside Web site, where past programs are posted for users to listen to. "Sort of like an audio brochure," the communications manager observed.

The education program reaches future RPU consumers with a presentation developed and taught by a licensed teacher. With Public Benefits funds, RPU hired a teacher in 2000 to come up with a curriculum, which has been approved by the Riverside Board of Education. "The teacher is in classrooms most of the week giving the presentation," said Bacich.

Students learn about electrons and neutrons with hula hoops, about water use with an aquifer-in-a-cup and about renewable energy with a solar-powered hand fan. "Kids love the hands-on style, teachers like having a ready-made science lesson and even adult visitors enjoy the presentation," Bacich noted.

Solar systems going up

The efforts have paid off, and not only in recognition from national industry associations. The number of solar installations in Riverside has increased 300 percent over 2006, giving the city more than 700 kW of local generation. Another 200 kW in development, design or construction should be online by July. The number of residential systems has almost doubled over the last year from 13 to 31. "And the calls keep coming," Bacich pointed out.

RPU increased its residential solar rebate to up to 50 percent of the system cost including paying permitting and building fees. The utility is also developing a commercial and solar school rebate program. When asked if RPU is running out of incentive funding, Bacich responds, "That would be great—it would mean that Riverside has become the model solar city we are all working to be."

Riverside Public Utilities is working toward its goal by educating customers on the benefits of solar power. Roseville Electric's award winning solar program has a different goal and a different approach. Read about it in the March Energy Services Bulletin.

Resources

Solar Electric Power Association

Roseville Electric

Riverside Public Utilities

Solar Power 2008 webcast

Green Riverside Web site

People

Mike Bacich

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