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<br />130U
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<br />RESOURCE POLICY'
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<br />A simple-sowldillg pres[riprioll [0111.1 CIISI/II' lI'isen/sf c1:1
<br />"iral fOlIlIlI(Jdily ill rhe arid llhl. 011 lilt, olhcr hUltl, il [(JlIld
<br />li'illd lip IIwkillg lI'aler 100 "alliable 10 5/",re lI'ilh Ihejisll.
<br />
<br />just Add Hater i11arketillg
<br />
<br />.
<br />
<br />j.mwR.t:doJU
<br />HE IIEADll"fO RUMORS_
<br />"Onth of Big D~m En"-
<br />~re prC'm...rurt'. h's true tit...!
<br />the p...ticm is f.ullng: Vlr...1
<br />sIgns .:Irc we...k: 13UT('<lU of
<br />Rccbm,won crnploytts Jon
<br />bI.~rk; envlronmcntJlisrs buy p...rty hJts.
<br />Hut walt-rh(' chest sull hc;l.\'cs.
<br />i\ new development m...)' pull the
<br />plug. however. 't's cJ.Jk-,j WJter nlJ.r\..ct-
<br />U1!:. ..od some s"'y It'S the' most f("\'(IJU_
<br />[IOnuy iJc.l to "'ppcu on the "C'stem
<br />W"'[C~r scelle III Inllrr th.ln ... ('(i.tury.
<br />IX'Jfer nurl.t'wll,:-thc ~cUlllg of Jt"rc-
<br />fn'c H d,,)uL:n d1l'Y \\nc '0 IIlJll" rAil.
<br />fJ]OUrn or d'"OCAdu, -IS currl'ntly
<br />ocll1g tOUH:J by In unhkcly COoluuon of
<br />bbcrtJfuns. ct-ononusrs. OIlld conser\".1_
<br />tlllrUSIS ~s the most cO!>[-cITcct!\.c ~l1d
<br />cm lronmellully f:'l:rll~n \ny [0 ille....lJtc
<br />W~tl.r short~gl's In [he \\-Cst,
<br />...[ [hl' manll'nt, W~tcr mJrketln~ IS
<br />more ~ rrmpen [h.m ~ re~h[y, but the
<br />idC'~ C'XC1tl'S coml'rntiomsts bcc~use If
<br />would ~lIow such burgconmg mctro-
<br />pollfJIl ':m'J~.l.S los Anj.:des. S.l./l Ulq:O,
<br />Ttlc~on, ~nd lkn\'cr to urisfy their
<br />nel'ds by bU\'lIlg W:Hcr r.l.thcr th.l.1l
<br />builJlIIg ,!JIm "I"\\'~ter could ~ ffedy
<br />rr.hkd," \In rom Gr.l.lrllfthc [1I\'lr('I1-
<br />llIl'lltJI Iht~'lI~c Fund. "tJ"IrJyns
<br />wouldn't lu\'(' to subsIdIze cxtr~\'~_
<br />,e.l.ndy exprnSl\'c .l.nd d~tructi\'c d~ms,"
<br />One of the m~n)' Wcstern ri\'ers
<br />whose f~le could be ~trectoo by W~ler
<br />mukC'ting is ColouJos South Plattc.
<br />where Dl"fl\'('f W,mts to build a 61.>.(00{
<br />d.l.m c~llcd Two Forks. The d.l.m would
<br />inund.l.lC 15 mtlcs of [hc South PI,J.t[c's
<br />sCt'mc cm....on. dcstro..- one of the st.l.[e's
<br />~~l trout iishmcs, ~~d threatcn ol snuIJ
<br />butterfly-the Pawn~ monUnt' skJrpcr
<br />-wIth eXC11C[Jon, A]though Two Forks
<br />
<br />
<br />could store 1.1 million ~cre-fcct of
<br />......lIter. thc fe';ef',.'olr's guu~ntttd .lnnuaJ
<br />yield would be onl}' lJ8,lJO ~cr"-Icet,
<br />Estlm.ltcs of the dam's cmt (should it in
<br />f~a be built) COntUIUC [0 nse; the most
<br />recent W.lS S~90 millIon.
<br />"EnvironnlcntJJI}: Two Forks is.l Jlr-
<br />astcr." sa)'s J\h~~lc Fo.\(, thc Sicrn
<br />Club's South.....l'St Hcrn'SCJltolt]\.c. "Eco-
<br />110fTlic~II)', It's .l.b\lud, A pro~nm
<br />C'mph.Jsizing W~ter comcrnnon. the re-
<br />cyclmg of ~CWJgl' ('1:Fluent. ~IlJ [hc pur-
<br />(h,j;~e offJrrn:rs' W.l.tl'T ri~hts cou]J pro-
<br />du,'(' fJr more WJfn Jl t'Jr Il">~ cost." The
<br />111.1th i~ so Cl'n1J'd]lll~ th.!l SOI11\' t.f
<br />l)ul\rr\ SUhtrf" hnc bl'!~tlrl 11111'k-
<br />llll"llllll~ ~udl.J pm~I.ll1I. J fJlt l!Ut 111.1}'
<br />hdp torpeJo ThIS custly 1:-t)l\lldo~F:!e.
<br />Watcr IllJfKl't1n~ COl11CS III a 1:>(,-
<br />wllJcrlll~ numb< r of gUI~,,'s-~.lkl
<br />]e;l\l"I:>,1(k .lIl'rCClIlcnls. ClltltklllCllt
<br />tr.mst'\:rs, dry-ycJr illSJf.l.lICC rr0pJI1IS.
<br />lIl-klnJ Illlprovcmcnts. wCt-YCH
<br />~round......ncr b.l./Iklllg-but ilS umlcrl)'-
<br />1Ilj:; logic is sinlr1c. If w~ter werc tx'u~ht
<br />and so]J III thc n1JrKCtr!.l(C. says l'((JJ1\J-
<br />nmt WllhJm f\.hrun 'If the Um\'('r~ll\'
<br />of AnzollJ,. "i[s pnl'c would nS(' to rl'-
<br />NCCfltS trUel..tiuc roltl'crdIJlIllS Sl1hl_
<br />JUl'd Cost. :\s the ~'f1"L' III J cOll1llmduy
<br />n<.(~, w..' Itll,l [I) Il~l' It 1111'1l' ~r.ulll~h.
<br />mutl' (ni~ll'llt]}; mur..' ultdlit;nll]y. I ilL'
<br />obvIOUS c:'l:Jm?lc is 011."
<br />In Gwrs \i",,'. "It's a r.UJJOX thJt
<br />the \tot's most cnrK~1 n"'ourCC-W~ll.t
<br />-hJS Mil .llloc.l.[cJ according to so.-
<br />c1.l]jSt whcr thm c.JpltJl1St pfC'CCpts,"
<br />Dunng thc pJ\t hundr:J }'C4rs. muket
<br />forcl's h~\"c r!Jy('J .llll1ml no ro]c In Je-
<br />tcrmllllllg whl..:h WollCr rru)eC'ts should
<br />~ buut. Th(' result: v,ols[ed \Vatl'r Jnd
<br />malle\", rlus ('.'I;tl'J151\'(' JJmJge to thc
<br />C'11vironmC1lt.
<br />Under eXlsnll~ western IJ\\~ \\'Jl~'r IS
<br />
<br />J8. !\.t~~,-..",~" 1'I~7
<br />
<br />
<br />..lIo('Jt.',J free ro ~I1Y(llle lAb.. ('In pill It
<br />to J ~t.ltl'-.lprroveJ "tx"fll'rll'l.ll use." ^
<br />SC'nionty system Jl'lermlnl'~ who Ktu-
<br />..11)' gets W.l.ter: .l.pph':Jnts "'rirst III tlmc"
<br />Jrc .l]so "fltst III n~IH." A \V,ncr tlt:h[
<br />,j;]]OV,S Its ho]dl'r to U\>C' ~ ("ert.Jm qU.lIntity
<br />ot Woller. but In mlhl ~tJtes It does not
<br />~lIow the holder to ~cU thl' C'<Cl'SS. This
<br />"u~(' II or lose 1[" pro\"l~ton h.ls ]ed to
<br />lIll'fliClent W~tcr dlstnDtlfhJIl
<br />In m.lny CJses, fJrmers Jr.d t3nchers
<br />Jo not JepenJ 011 n~tufC' to JellVer thl'lf
<br />W.lter; they n:cei"e It through m eiJbo-
<br />ntc SYSl.:m ofdJms md CJrlJls, tyrlC.Jlly
<br />tin~l1ccd wah ~t.l.lC .lnd fd.:r.J1 rUl1ds.
<br />Ttm WJter IS surrris1n~I\' chl'~p; in
<br />some piJCl'S I[ IS l-SSClHlJlly fr:e.
<br />Th.: beJuty of W.lt.'r Ilurkt'nng is dut
<br />II provldl'1> ~n lrICentl\'l' for t:lfIl1l'~ Jnd
<br />rJmhl'h 10 COIlSl'f',.'l' WJta. .'\~ncurfUr.lJ
<br />U.....fS hl)ld nghls to K11 to (,/1/ pt'rCl'!1[ of
<br />thl' WJter con~umcJ m [hc \'i..'1>[. Ii Ihl'Y
<br />could ~.IVC JU~[ III p"'rn'lll l'( :h.ll W.lll'r.
<br />[hl' JlllOUnt .I\'JI!Jbll' iot .III Plh.:r urb.Jn
<br />.&rIJ IIlJlhtn.l1 m(.'S \\'outJ Juublc. The
<br />Hllr1k"JflOIlS Jrl' ~t.l.g~alll~ Ily n.wJrJ_
<br />Ing COIlSl'f\'Hlon. \\J[rt InJrkl'[IIl~
<br />would 'n',n~' .Ill JbllIlJJIICl' of "11(.'\,,"
<br />WJtn In wJll'r-~hort Jrl'JS.
<br />rhe nl't'J f{.)f flew sourCl'" of W~[!:f is
<br />(It'ar, A rl'Celll repore hy th,. \lbrld Re-
<br />"llJrrl'~ Ilhtllll[C 1>JY~ "lh.. 11,,' '1'- \\ Jr,'r
<br />l'''CnJ~ J\'l'fJgo: ~th'Jllltlu\\ III IIl:JrI)'
<br />l'\'l'ry Wntl'rn 1>uhrq~lull. JII,J thl' ,kti-
<br />l"ll~ .In' bt'lI1g otr~.t wnh ~r<lllIlJWJtl'r
<br />~nd Ilmporu) from .lJJ'lIIl1l1g bJsllls."
<br />The study conclud..-s [hJI th,: f\tlUTl' of
<br />weslern Wolter hl'S In COIlSt:{\ Juon. Im-
<br />proved l'fliCll'nq: mJ reJllol'Jtlon (n'.Jd
<br />nurk...t1ng) of eXlstills surrh<.-s.
<br />W.lll't m.uketing h ~ntl IOU mrJn,,;
<br />mJ predictmg ItS ltTl'ct~ IS .l mJtter
<br />of l'UIl)l.cture. Its propolll'!:ts SJY the
<br />scheme coulJ h.1.\'e ~ sJluIJr)-' dTel't
<br />throughout [he \the .\Cfor,1111g to 011('
<br />rosy s'cn~no:
<br />. In Co]orJdo, it coulJ chrnln.&[c thc
<br />1Il'{.J fur thl' lwu hlll.1> JIlJ Cru\s
<br />,\10UlHJlll-)ul11f'l'r d..lllH. \\!;11e rl,Jll\'_
<br />1Il~ lhrl.'JI~ (If WJll'r Jl'Yd')rllll'nf lU the
<br />. io]y Cr'lh ~'I]Jl'meh :'.rl'.J mJ on the
<br />upper c.unlll">un Ul\'u.
<br />. In ."f1l0nol, W.l[l'f mJrkl'flng could
<br />JI,,>CtlUrJgl' lhl' f'l'II-ntd] rurnrlll~ ot" Ir-
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<br />Ii II . ~ 'J7
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