via Communication and Outreach Presented by: Jonathan W. Hurwitch, Sr. Vice President Dinesh Kumar, Project Manager SENTECH, INC. Presented to: CSP Trough Technology Roadmap Workshop August 16-18, 1999 Ontario, CA
Past Difficulties in Defending Federal Role for CSP Programs Decline in industry support and interest Overemphasis on technology push and exaggeration of commercial readiness Dramatic shifts in domestic market Waning support of Congress and Executive branch
Technology Focus Has Not Expanded the Market for CSP Technologies: Improved solar-to-electric net efficiency achieved a world record of 29% by using dish/stirling system Succeeded in completing Solar One and Solar Two power towers Achieved over a decade of stellar energy output from SEGS trough plants Implemented over $150 million of 50/50 cost-shared CSP projects with industry CSP Market (MW Operational) 450 350 250 150 1990 1995 2000 CSP Project Successes
Guidelines for Federal Involvement in Government-Industry R&D Ventures* : Emphasized within the CSP program: Include a diversified set of R&D objectives Include (gradually decreasing) cost-sharing provisions * National Academy of Sciences; Panel on the Government Role in Civilian Technology chaired by Harold Brown., 1992.
Guidelines for Federal Involvement in Government-Industry R&D Ventures* : (continued) Involve indeed flow from project initiation and design from private firms Insulate as much as possible from political concerns Undergo rigorous project evaluation and review Open projects to foreign firms characterized by substantial contributions to US Gross Domestic Product * National Academy of Sciences; Panel on the Government Role in Civilian Technology chaired by Harold Brown., 1992.
Opportunities Still Exist for CSP Technologies. Global climate change policy drivers are pressuring nations to meet electricity demand with clean options International interest remains in technology as a climate change option for electricity Trough performance of existing systems continues to improve Hybrid technology offers lower COE for market introduction New innovation (smaller systems) will target retail markets Customers worldwide are willing to pay more for clean power
CSP Industry Must Be Prepared to Participate in Competitive Markets Investor-owned utilities are divesting generation business IPPs are acquiring generation assets and building most new power plants Wholesale electricity prices are averaging $0.025 in regions with solar resources Green power markets are slowly emerging (from 20 MW in 1998 to 35 MW in 1999 expecting rapid growth in 2000 and beyond) Jan 99 Jun 99 Electric Power Cost in CA 0 2 4 6 8 10 cents/kwh
CSP Program Strategy Must Improve Outreach to Customers. Build on interested international market interest with higher value electricity Create cost-shared R&D ventures with suppliers to serve this market Provide realistic price and performance data to potential customers on continuing basis Initiate market conditioning activities to create domestic markets
.in Order to Increase Constituent and Stakeholder Participation Greater investment and partnership opportunities with private sector firms Better educated public and policymakers regarding applications and benefits of CSP technologies Recognition of market shifts to enable rapid R&D responses Greater industry involvement in R&D management
Industry and Customer Outreach Objectives Should Include: Informing industry about CSP technology status and business opportunities PROSPECTING Educating the public and policymakers about potential CSP applications and the impacts of CSP technologies... PUBLIC RELATIONS Providing the R&D program with feedback on market perceptions and barriers...market RESEARCH Identifying and nurturing CSP project opportunities......sales
Industry and Customer Outreach Activities Could Include: Industry Outreach (prospecting): Multi-lateral funding/agency coordination Building interest through a user s group Topical briefings/presentations Public Outreach (public relations): Trade shows (annual CSP conference) Brochures and media outlets (press releases) Multi-media events (Earth Day 2000) Industry Feedback (market research): Industry advisory group Outreach participation in SunLab management meetings Project Development (sales): International SWAT team
Communications and Outreach Management Issues Include: Establishing clear objectives Identifying an outreach/communications manager responsible for expanding CSP strategic alliances and market awareness Coordinating outreach/communications throughout SunLab Conference attendance Lab travel DOE/EE/OPT program coordination
Proposed Activities to Meet CSP Communications/Outreach Needs: CSP Program Need 1. Outreach coordinator to interact with stakeholders 2. Users/interest group 3. Prepare topical briefings and multi-media presentations Objective Manage stakeholder interactions and provide feedback to SunLab management team Establish forum to inform organizations of progress and prospects for CSP technologies Ensure effective information dissemination Approach Select an outreach coordinator responsible to SunLab Establish regular contacts with domestic and international stakeholders Hold meetings with industry partners, potential customers, and financial institutions Interact with other federal agencies and institutions (FEMP, DoD, EPA, AID, GEF, the World Bank, US/TDA, etc.) Set up forum for SunLab to regularly interact with industry constituents Gather timely and regular performance data from technology suppliers Foster discussion of projects and their status Create policy drivers to achieve market success Conceive, create, and present CSP briefings to key stakeholders (using existing materials and photo libraries) Team multi-media presentations with key energy events (Earth Day 2000, annual CSP conferences, etc.) Post presentations on both SunLab and DOE/EREN/CSP web sites
Proposed Activities to Meet CSP Communications/Outreach Needs: (continued) CSP Program Need 4. Annual CSP conference/ technology showcase 5. Industry advisory group for DOE/SunLab 6. International SWAT Team to follow every IEA/SolarPACES START mission Objective Hold an annual CSP conference independent of the PV community Provide a forum to accept advice on content and direction of the CSP program Develop a system to get CSP projects off the ground Approach Plan and organize conference/technology showcase at key US locations Disseminate information globally on technologies and market potential Work with SunLab to select and invite keynote speakers Share market perspective and expectations; discuss market conditioning, policy support, and economic assessment needs Form a group of 10-12 executives to provide programmatic reviews Meet at least twice annually Provide perspectives on power markets Discuss power industry needs, green power markets, global energy trends, financing and environmental issues, etc. Form a SWAT Team consisting of 3-4 experts (selected by DOE/HQ, SunLab and the IEA/SolarPACES Chairman) Work with IEA/SolarPACES START mission members to follow up potential CSP opportunities Interact with bi- and multi-lateral funding institutions on CSP projects Disseminate financial, policy, and technical information on CSP technologies to decision-makers
Global Climate Change Expanding the CSP program requires dealing with challenges of ever-changing domestic and international energy markets Outreach and communications activities are critical to keeping abreast of these changes Electric Restructuring International Development