Water Management, It Matters A Conversation About Water and the Landscape

All the water that will ever be, is right now. National Geographic, October 1993 Perspective

2 million new postal addresses a year (Source: USPS) U.S. population growth is.894% or approx. 3 million people a year (Source: www.cia.gov) 36 states anticipating water shortages by 2013 (Source: EPA) Infrastructure is aging and too small Utilities are running out of water and it is harder to find new water US Federal policy is being developed as one size fits all with limited flexibility U.S. Trends

Global Trends

Landscapes and Irrigation

The landscape and turf irrigation industry places a high priority on appearance On the Surface

Green spaces with proper irrigation: break down harmful contaminants (remediation) trap dust provide noise abatement produce oxygen sequester carbon create passive cooling effect prevent erosion and sedimentation create areas for habitat and recreation provide receptive open spaces for filtered groundwater recharge, completing the hydrologic cycle Improve water quality Looking Deeper

EPA estimates that as much as half of the water applied to the landscape is lost to evaporation or runoff The regulating community continues to focus on those willing to be regulated Programs and program enforcement are lacking Market dynamics have been ignored in policy development The discussion is international and involves many stakeholders Landscape Water Issues

Georgia has suffered an estimated four billion dollar landscape industry economic loss The targets are being lowered and the landscape is changing, not always for the better We have not met many current regulatory targets and we keep lowering the bar California wants to lower ET adjustment factor EPA WaterSense for Homes released this December calls for at least 65% DU We all see it and we are all responsible Landscape Water Issues

Seasonal Demand & Infrastructure

Water Waste is Significant

A proliferation of water restrictions and/or bans directed at the landscape Landscape ordinances that limit turfgrass, establish plant lists and/or transform community appearance Distorted policy guidance that does not provide long term solutions Stakeholders are lumped together without distinguishing those who use water efficiently and effectively The good guys get punished The Reaction

Overreaction

Large revenue losses to both water supplier and the landscape industry Communities grow hotter and harder Soil erosion and sedimentation increase Increased storm water runoff and loading Noise levels increase Loss of recreation and wildlife habitat Reduced recharge of ground and surface water The Result

Promoting Workable Solutions

The Easy Way

The Hard Way

Start with the basics Proper design and installation Use competent service providers Employ proven technology High efficiency application Sensors Controllers Continuous management Hands on Automated The Efficient Way

The Efficient Way: Water Efficient Design

The Efficient Way: Details & Specifications Licensure: Furnish proof of licensure as a Minnesota licensed Technology Systems Contractor in good standing employing a Power Limited Technician of record who will personally conduct or oversee the conduct of work upon the project. Accreditation: Demonstrate proof of accreditation by the Irrigation Association (Arlington, Virginia) as Certified Irrigation Contractor in good standing.

When wasting water is expensive, less water is wasted Irrigation systems do not waste water, people do Plants do not waste water, people do The landscape has tremendous value beyond aesthetics Start with the low-hanging fruit Moisture sensing technology Prohibit overspray Audit heavy water users Lessons Learned

Level the field, make rules and enforce them Avoid the on/off mentality Elevate examples of efficiency Know your stakeholders The best solutions come from the real stakeholders Solutions must balance conservation and supply augmentation Local and regional problems require local and regional solutions Lessons Learned

Industry Initiatives

IA Strategic Plan Update October 2009 STRATEGIES Build and align IA internal organization Grow leadership and expertise talent pool Grow dues income Increase non-dues revenue STRATEGIES Improve quality Expand offerings Build brand value Certify the certification process STRATEGIES Develop unified message and brand Understand audience needs Develop segmented communication plans STRATEGIES Drive public policy Impact Farm Bill Lead SWAT Increase alliances Influence standards INITIATIVE Resources Grow IA resources and competencies to support strategic initiatives. INITIATIVE Education/Certification Increase the recognized value of IA and IAEF educational programs and demand for IA certified professionals. INITIATIVE Marketing/Communications Improve the clarity and delivery of internal and external IA messages. INITIATIVE Government/Public Affairs Influence policy to increase the demand for efficient irrigation. Staffing changes are complete. Removed outdated committees and CIGs; formalized leadership process; expanded Ambassador program Dues structure/increase recommendations from the Membership Committee Voluntary dues +$42,000; certification renewal doubled; new sponsorship program launched Moved IA reserves to an investment manager Hired industry development director (10/07) Revising three key manuals: Principles of Irrigation, Irrigation Contractor, Landscape Irrigation Contractor Will complete 7 more IAEF modules by December Launched first online class three more by year-end Commenced the job analysis process for CIC Developed and distributed certification toolkit Plan to complete 6 th Edition by 2009 Irrigation Show Hired marketing professional (3/08) Launched branding effort; board to approve new logo in July Developed show marketing plan and new show logo Created membership director position Created semiannual printed newsletter for members only Implemented style standards for IA and IAEF Revamped general session to better deliver association message Plan to align logo/brand with new IA logo at Irrigation Show Successfully submitted language into the Farm Bill and reports Restructured government affairs into four working task forces Completed congressional brochure on irrigation Hosted first Water Caucus briefing Launched online Legislative Action Center Renewed CID agreement with USDA Hired agriculture affairs director (7/08); federal affairs director (9/08) Submitted first SWAT protocol to EPA.

IA Ambassador Voluntary Experienced members Help promote IAs key initiatives: Certification Education Government and Public Affairs Communication Membership Application at www.irrigation.org/ambassadors

How to Partner with WaterSense Become certified through a WaterSense labeled program Complete a Certified Professionals Partnership Agreement, including proof of certification: Copy of your certificate or renewal card Email from IA validating certification http://www.epa.gov/watersense/partners/join/cp.htm

Whats In It for Contractors? Economic benefits Customer Demand Minimize costs (water expense, property damage, etc) Greener consumers Eliminate ordinance violations Respect for expertise Enhanced credibility Expanded marketing, name recognition & credibility Regulatory benefits May meet current or future requirements May insulate the industry from unreasonable requirements Creates communication avenues with regulators

The cultivated landscape can be the most valuable tool available to offset the impact of urban growth and development Efficient landscape water use is the exception, not the rule in the current marketplace and policy should not punish efficient water users Eliminating water waste in the landscape should be the goal of public policy, not eliminating landscape water use The Bottom Line

A Guiding Thought Think of your profession as sustaining plants by meeting their water needs efficiently, not as putting together sprinkler systems.

THANK YOU Questions? Also contact: Rick Walter, Ambassador Leader in the Northland! Northway Irrigation Ham Lake, MN 763-786-4379 [email protected] Promoting Efficient Irrigation Since 1949

Documents

Water Management, It Matters A Conversation About Water and the Landscape