BOARD00092 ‎(2)‎

• Board Meeting Date: 11/13/2006
• Description: CF Section - Referred Non-Reimbursable Investments - OWC Section - Statewide Water Conservation Public Awareness Research Study
• Board Meetings - Doc Type: Memo

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A major recommendation resulting from the DWSA focused on the State's role in improving water .
availability and reliability statewide by improving public understanding and knowledge of state water and
water resource issues. According to the DWSA, the State has numerous roles in supporting the
effectiveness of local and regional public education and involvement efforts, as identified by water users.
First and foremost, the State should promote the broadcast of consistent messaging from all water users
regarding water conservation.

A major finding, resulting from SWSI Phase I, concludes that water conservation will be relied upon as a
major tool for meeting future municipal and industrial demands in the State. Key recommendations from
SWSI Phase I go on to affirm that ongoing dialogue among all water interests is needed and that it is
. _ _.essential. to. create. aco.mmOll- understanding of the- future- watet:-suppH0S.---- - - - - -- -~

Project Description
A combination of qualitative and quantitative research will be conducted strategically to benchmark
statewide attitudes and perceptions about water efficiency. Since attitudes, microclimates, and water
supplies vary in Colorado, the research studies will be segmented geographically according the nine 1177
roundtable basins around the State. The water awareness strategy will focus on three research target
groups for all regions, regulated community, stakeholders, and citizens. The research strategy will
include a quantitative and qualitative survey, in-depth interviews, and focus groups. Examples of data
that might be collected in this study include:

. Opinions about the amount of water available now and in the future

. The importance of water conservation & funding

. Awareness & support of efforts to conserve water

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. Identifying users of water and source of drinking water

. Consumer conservation behavior

. Perceptions about the environment & water in Colorado

The study findings may be used as benchmarks for a future Statewide Water Conservation Public \v
Awareness Campaign and as a resource from which to develop the most effective messaging and
umbrella brand for the State's potential future water awareness and conservation efforts. Potential
statewide marketing objectives include educating individual Coloradoans of the importance of water
conservation to their future as residents of the State and to complement and reinforce other local &
regional water conservation public-awareness programs and activities; striving to make all Coloradoans
aware that their natural water resources are limited and not immune to the consequences of their
individual behaviors. Similar research in other states indicates that the more people know about their
water the more likely they are to conserve it.

Recommendation
Staff recommends that the Board request the General Assembly to authorize $150,000 from the
Construction Fund to be appropriated to the Department of Natural Resources for allocation to the CWCB
for use in its Office of Water Conservation & Drought Planning.

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Flood Protection. Water Project Planning and Finance. Stream and Lake Protection
Water Supply Protection. Conservation Planning