utility carbon program snapshots dan lieberman 3degrees inc. san francisco, ca may 1, 2008 utility...
TRANSCRIPT
Utility Carbon Program Snapshots
DAN LIEBERMAN3Degrees Inc.
San Francisco, CA
May 1, 2008
Utility Energy Forum 2008
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
Presentation Overview
Why offer green options to utility customers
Snapshots of three utility green pricing programs
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
GloballySourced
Carbon OffsetsResale and Wholesale
Sales of VerifiedEmission Reductions
Renewable Energy
CertificatesResale and Wholesale
Sales of RenewableEnergy Certificates
UtilityGreen Pricing
ProgramsGreen Power
Program Designand Management
© 3Degrees Group, Inc. Privileged and Confidential
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
Overview of Utility Green Programs
Utility offers customers a renewable energy and/or carbon offset option
Typical sources include new wind, solar, and biomass Typically sourced within the customer’s grid region Usually structured as fixed quantity (i.e. 200 kWhs per
month) or fixed percentage of monthly use (i.e. 50%) Typically customers pay a premium – national
average is about 1.5 cents/kWh Payments go to support new renewable resources Increasingly non-residential market
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
Why Should Utilities Offer Green Products?
Your customers are concerned about the environment Some of your customers want to take action A utility can be part of the problem or part of the solution Customers can take action with you or without you A green option is a good complement to other optional programs
such as energy efficiency and on-site solar
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A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
But Our Utility Already Has an RPS!
Customers aren’t aware of your mandates: “In Wisconsin we estimate that no more than 25% of the general population is aware of the state’s public benefits program (Focus on Energy).”
Green offerings help build public awareness about renewable energy
Some customers want to take action and get recognition
Even customers that do not participate in green programs want their utility to offer the option
Supports the development of additional renewables
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
Carbon Value of Buying Renewable Energy
Each MWh of renewable energy means one less MWh of non-renewable energy
Renewable energy is zero net carbon emissions Retail buyers of renewable energy can “zero out” their
electricity footprint by purchasing renewable energy, so long as it meets Green-e standards (e.g. no double counting)
Supporters of the use of renewables as carbon offsets for electricity include:
U.S. Environmental Protection Agency U.S. Department of Energy Green-e (the leading renewable energy certification program) World Resources Institute (leading developer of greenhouse gas
accounting protocols)
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
We are silent partners. We build your brand, not ours.
You have approval authority over all marketing content.
We use a highly customized approach developed hand in hand with utility experts.
We deploy national best practices marketing tools and techniques.
Messages focus on positive attributes of renewable energy
and are never negative toward traditional energy.
We seek to make the program low risk to you.
We build your customers’ brands.
We make the renewable generators visible.
We work to make each program among the very best nationally.
Evaluation & analysis is the bedrock of continuous improvement.
All good marketing begins and ends with the customer.
3Degrees’ Guiding Principles to Utility Partnerships
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
About Santa Clara Green Power
Customer rate $15.00/MWh 8.7% participation 97.5% California Wind / 2.5% Local Solar Green-e Energy Certified® 2006 “New Program of the Year” DOE Award 2007 “Green Power Program of the Year” DOE/EPA Award 2008 “EPA Green Power Community” NREL Top 10 list for
Customer Participation Rate (#3) Green Power Sales as a % of Total Retail Electricity Sales (#5)
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
What Works in Santa Clara
Direct Mail Key Account Representatives
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
About Green Roseville
97.5% CA wind and 2.5% CA solar
1.5 cent per kWh premium 100% of monthly use for residents Block option for non-residential customers
Approximately 4% customer participation rate
Green-e Energy Certified®
NREL Top 10 List: Green Power Sales as a Percentage of Total Retail Electricity Sales (#10)
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
What Works in Roseville
Customer Service Representatives Green Ambassadors - The program deploys a “Green Ambassadors” team of
over 30 volunteers that actively promote the program in the community.
Green Roseville Green Ambassadors
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
About PaloAltoGreen
Customer rate $15.00/MWh Over 20% participation – highest in nation 97.5% Wind / 2.5% Solar Blend Green-e Energy Certified® 2004 Green Power Leadership Award 2004 Acterra Business Environmental Network
Environmental Entrepreneurship Award 2005 APPA DEED Award in 2005 2005 J. Robert Havlick Local Government Innovation Award 2006 EPA Green Power Community NREL Top 10 list for
Customer Participation Rate (#1) Green Power Sales as a % of Total Retail Electricity Sales (#3)
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
What Works in Palo Alto
o Community-focused messaging
o Everything!
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
Introducing… PaloAltoGreen Biogas
Voluntary renewable biogas retail program Will allow their natural gas customers to reduce their
greenhouse gas emissions Utility will procure non-fossil biogas converted from
biological sources such as manure, landfill gas, or biomass First of its kind program
A Presentation by Roseville Electric and 3Degrees, © 3Degrees Group, Inc. Privileged and Confidential
Contact Information
Dan Lieberman
3Degrees
6 Funston Avenue
San Francisco, CA 94129
tel: 415-271-8553