The Marshfield Energy Challenge. ACEEE March 31, 2009 Susan Haselhorst NSTAR Electric

Transcription

1 The Marshfield Energy Challenge ACEEE March 31, 2009 Susan Haselhorst NSTAR Electric

2 Innovative Features Integration, integration, integration Community engagement Design process PV direct install model to drive down costs Spectacular results

3 Agenda What the Marshfield Energy Challenge is Description Results The Customer Value Proposition How we did it The Design Charrette Playing well together Community Engagement

4 What is the Challenge? A Pilot Massachusetts Renewable Energy Trust co-funded Seaview Sub Test value of DG on the grid Relieve 2 MW / 25 MWh Hypothesis All resource deployment Energy efficiency Demand response Renewable energy Lower cost, better results T Marshfield Hill Sub Line Cap 340/445 Line 25 Breaker Duxbury Bulk Station Automate 907 Recloser R Cir 907 Line Line 24 Line 24 Breaker 2422 Cap 800/800 South River Sub Line 21 Breaker 2192 Cap 540/ Install new remote capable tie ASUs Install new remote capable sectionalizing ASUs R T M S Lines 21, 24 and 25 One Lin

5 What are Spectacular Results? Order of magnitude increase Increased participation from 50 to 650 homes In nine months Very satisfied customers Great press

6 WESTWOOD WELLFLEET Business Participation Business Participation SBS Billed: Nov 1, New Bedford 40 Marshfield 20 0 ACTON ASSONET BOSTON BURLINGTON CHARLESTOWN DEDHAM EAST BOSTON FREETOWN JAMAICA PLAIN MARI ON MAYNARD NATICK NEWTON HIGHLANDS ORLEANS ROCHESTER SHERBORN WALPOLE

7 SOMERVILLE UPTON WAREHAM WESTWOOD Residential Services Residential Services NORTHBRIDG ROSLINDALE AUBURN BRIGHTON CARLISLE CONCORD DUXBURY GRAFTON HOPKINGTON LAKEVILLE MARSHFIELD MEDWAY NATICK NSTAR Communities (not all names shown) Cambridge Pop: 100,000 Framingham Pop: 67,000 Marshfield Pop: 25,000 MassSave Audits in NSTAR Territory by Year, by Community Audits ACTON

8 50 Number of Systems Sharon South Wellfleet Vinyard Haven Waquoit (East Falmouth) West Newton Westport 1997 S. Wellfleet Plymouth North Falmouth PV Participation PV Participation Marshfield Acton Boston Cambridge Chilmark Dennis Port E. Orleans Eastham Framingham Hyannis Port Marstons Mills Medway Needham NSTAR Communities (not all names shown) Residential PV Systems Installed in NSTAR Territory by Year, by Community

9 The Value Proposition to the Homeowner

10 The Site Visit The 1-2 hour on-site energy assessment Replace incandescent bulbs with CFLs Qualify refrigs for $150 rebate Qualify home for air-sealing, insulation services, 75% cost share

11 WOW! Average homeowner saves: 500 kwh with the replacement CFLs 1000 kwh with the Energy Star refrigerator 350 therms with insulation and air-sealing Total package value: $2200 Consumer share: = $600 plus frig Consumer savings: = $750

12 Central Air Conditioning Package Insulation and air-sealing at no cost Equipment tune-up at no cost Smart thermostat, fully programmable. Provides additional cycling during extreme community use 1-3 degree temperature increase, fan continues to circulate

13 PV Package Screen site for PV Trees, roof, orientation Outstanding offer Net cost is about onethird market value $7.50/watt installed cost by single vendor under contract with NSTAR

14 What is so Innovative?

15 Innovative and Sensible Seamless and simple customer offering Efficient customer marketing and sales Leverages all available funding Similar offers to all sectors

16 How We Did It Champion through inter-organizational barriers Capitalized on NSTAR s Native community relations Utilized NSTAR s community liaison staff person Connections with a community 10x Design charrette Team integration Community engagement plan

17 Design Charrette A two day design workshop with ~40 people Community politicos, community members, energy insiders Vendors delivering services NSTAR and RET staff Structured and facilitated by RMI

18 What made the Charrette work? Structured agenda with clearly defined products

19 Solved Real Problems On vs. off circuit On circuit savings is goal Do we market to whole community or only on circuit? White on circuit

20 Fantastic Team

21 Team Integration Auditor screens home for PV, test customers interest and provides a leave-behind Screens: Shading Roof orientation Condition All hands kick-off (50 people) Green Message Card Weekly meetings Thoughtful processes Screened Leads PV vendor further qualifies by phone and Schedules site visit

22 Community Engagement Connect with leadership, The Ambassadors updates, breakfast meetings Ran interference Alpha tested services Branding, Messaging, Media Plan Outreach Events Leverage other resources

23 Media Two Tiered Broad Umbrella Message Very Marshfield focused message Advertising in local newspaper and radio Every resident and business got a postcard (1%) Direct outreach to high value customers NSTAR letterhead (13% response rate) Follow-up phone calls to businesses Calls to all major businesses

24 Branding

25 Collateral

26 Internet Presence

27 In the Community Staffed tables at Voting Day, Safety Day at the Pier, Concert on the Green, Marshfield Fair School programs 500 students viewed live programs CFL fund raiser Hosted energy lecture series Seed money for energy committee

28 Project Status Sign-up ends June 1 DLC operations summer 2009 Status of implementation PV is fully subscribed Residential, 80% of goal Business, exceeded participation, short of kw Split on/off circuit of 70/30 80/20

29 Thank you!