Marketing Ideas


Geof Syphers is the Chief Sustainability Officer at Codding Enterprises, developer of Sonoma Mountain Village, a One Planet Communities development in Rohnert Park, California that aims to be close to net zero…as a village!

We’ve written about Sonoma Mountain Village (SOMO) before.  Click here to review that post. Now, as an Earth Day special, please enjoy the interview I conducted with Geof a few days ago.  Click here for the full text, or just click on the “Interviews” tab at the top of this page.

The thing that makes the interview so relevant to Earth Day is SOMO is a One Planet Community.  This means that if every community on the planet lived like the residents in SOMO, we would only use the resources available on one Earth.  As it stands now, if everyone on the planet lived like the rest of the United States, we would need multiple Earths to support our lifestyle! (Click here to take a fun, albiet non-scientific, quiz to check your sustainability footprint).

So, Geof, and the group at Codding are onto something.  Enjoy the information in the interview, and have a great Earth Day!

Governor Schwarzenegger signed AB 510 on February 26, 2010 (Click here for full text of AB 510) (Click here for press release and video). We covered the basic elements of the new law in Part 1 of our coverage last week (click here for that post). Now, we turn to some other elements of the law… some of the fine print, if you will…

The law balances the interests of utilities, customer-generators, and non-participating customers. (This balance, and the fact that there is no discernable impact to the General Fund, are likely the reasons the bill passed the Senate by a nearly unanimous vote.)    In addition to lowering the proposed cap from 10% to 5%, an example of concessions to utilities is found in Section (3)(l).  That section requires that customer-generators pay the Department of Water Resources for all charges that would otherwise be imposed on the customer had they not entered the net-metering arrangement.

Another significant concession is found in Section (5)(B).  Under that section, the utilities can use the energy provided through net-metering arrangements toward the Renewable Portfolio Requirements (outlined in Public Utilities Code Section 399.15 and 387).  Under previous net-metering law, utilities were not permitted to count net-metering toward these obligations.  Now, utilities have a chance to meet the aggressive target of generating 33% of their energy from renewables by 2020.  (The utilities are far from reaching the Renewable Portfolio Requirements of 20% of energy from renewables by 2010).  If California residents and businesses continue to install solar and wind power generation, the utilities have a chance to meet the portfolio requirements, but the current 5% cap will have to rise again.

On the consumer side, there are very reasonable concerns that net-metering raises the energy bill for non-metering customers.  To assuage those concerns, the bill establishes a rate-setting commission that will set net-metering compensation rates and provide a report detailing 1) the market effects of net-metering and co-energy metering, and 2) how the authority’s rate schedule ensures consumers who don’t enter net metering arrangements pay the same for power that customer-generators pay.

AB 510 reflects a state leading the way in establishing energy independence.  It is great legislation now because it doesn’t tap into the General Fund, and it encourages private businesses (e.g. Solar City or Renewable Funding, LLC).  The law is another step forward that keeps California as a leader in United States renewable energy generation.

My friends over at the Kellogg Alumni Club are at it again with another great clean tech event. On Wednesday, March 17 the group will host a panel discussion on two emerging clean industries: transportation and energy – including nuclear power. Can that, too, be clean?

The event is open to the public, and it will be a great way to learn and network with leaders. Ideas will definitely be flowing. The top-shelf presenters and panelists include:

Rod Diridon - Clean Tech Rail Pioneer, Executive, Political Leader, and High-Speed Rail Authority Board Member
Bob Garzee - Clean Tech Automotive Transportation Pioneer and Entrepreneur
Jeff Hamel - Energy Researcher and Clean Tech Advocate

Networking, passed hors d’oeuvres and a cash bar start at 6pm, and the presentations and discussion will go from about 7 – 8:30 pm. You couldn’t ask for a better setting: the beautiful McCormick and Kuleto’s – right on the water. See you there!

Click Here For More Information And For Reservations.

Also, remember Kellogg’s San Jose clean tech event with different panelists, Thursday, April 1. Click here for more information on that!

AB 510 (full text here) passed both the Senate and Assembly, and Governor Schwarzenegger says he will sign the bill into law.  The bill raises the cap set on the number of homes and businesses that can take advantage of net energy metering.  Yes, there’s a cap!  The utilities don’t want “customer-generators” producing power without limit, and the government appears concerned the customers will somehow tip the “balance of power” between customer-generators and utilities (yes, that’s an energy pun).

At its core, the bill states utilities are not required to issue permits and enter agreements with “customer-generators” (residential and commercial solar and wind power producers) beyond 5% of the utilities’ aggregate customer peak power demand.  The previous cap was 2.5%.

The legislation also addresses co-energy metering.  Co-energy metering is an arrangement between publicly owned utilities and customer-generators who produce between 10kw (50kw for wind) and 1MW.  These generators are compensated based on the time of energy use and generation.

On the other hand, standard net-metering arrangements are for customer-generators who produce 3 -10kw.  The rate at which net-metering customers are compensated is either a “time of use” model such as that with the co-energy metering producers, or a “baseline” model.

A ratemaking authority (also described in the bill) sets the rates for compensating customer-generators who have an energy surplus at the end of the year and follow the baseline model. The primary goal for the rate-making authority is to set a price that ensures non-participating customers pay the same for energy they would have otherwise paid had no net-metering been used.

To its credit, the bill allows the ratemaking authority to compensate net energy producers for the value of the electricity itself, AND the value of the renewable attributes of the electricity.  This little nod allows net energy producers to receive a bonus if the renewable attributes of the energy production add indefinite or unforeseen benefits (Cap and Trade anyone?)

Congratulations (I hope not premature) to AB 510 sponsor, Assembly Member Nancy Skinner (14th District).  The bill was proposed last year as AB 560 (click here for more of that story), but it died in committee.  We’re glad to see it is on its way to the finish line this time!

Editor’s Note: Stay tuned for Part 2 of this post that will discuss other requirements and considerations in the bill. UPDATE: Click Here For Part 2

New Home is a Bay Area-based company opening “Big Box” sized showrooms that will offer green building supplies for consumers and builders.  Rich Rifkin, the founder of New Home, plans to start by opening 10 stores in the Bay Area and Sacramento.  The stores will offer over 200, 000 products as well as educational materials and videos.  The first stores are slated to open in San Rafael and Dublin (two good places to start, IMHO). 

An online presence will be important to the success of the business, and Mr. Rifkin is off to a good start. The website, www.newhomeinc.com is under construction (pun, if there is one, intended), but offers a look at what’s to come.  Essentially, the website will offer a virtual version of the green building mega-stores. 

Everything is in the nascent stages, but Mr. Rifkin’s idea is likely bound for success.  With the overwhelming momentum of greening building codes, large outlets specializing in green products are not only novel, they’re essential.

The Conta Costa Times ran a good article on this: Click Here

Thanks to Jennifer Rankin for tipping me off to this story!

According to state Franchise Tax Board, the applications for the $10,000 state tax credit for new home buyers has generated 2,624 applications in the first 28 days!

Get more information on the tax credit here 

The Sacramento Bee, reports:

“The credit, estimated to benefit about 10,000 homebuyers statewide this year, offers up to $3,333 off state taxes for each of the first three years after buying. First-time and move-up buyers alike are eligible, and there are no income limits. The state credit can also be combined with a new $8,000 federal tax credit for first-time buyers”

As mentioned above, applications are flooding in.  The allocation for the credit will likely be consumed by the middle of the summer. So, if you’re in the market, or know someone who is, grab it now.

The 2009 Green California Summit and Exposition is coming up!  From March 16-18, The Sacramento Convention Center plays host to well over a hundred exhibitors, and dozens of panels and forums.

Visits to the exhibition hall and attendance at keynote addresses are FREE!  If you want to attend the panels and educational forums, the fees are quite modest.   

The Green California Summit and Exposition is put on by Green Technology Magazine, and its marquee sponsors.  The educational forums cover such diverse topics as California’s new building codes, AB32, maintenance and operation of green buildings, finance and purchasing strategies, green leases, recycling and composting, transportation solutions, LEED,  and much more.

Take a look at all of the Summit’s events by clicking here!

Energy Efficient Mortgagaes (EEMs) or Energy Improvement Mortgages (EIMs)are special mortgages that give home purchasers or  home owners the option of purchasing a more expensive home with green features or installing energy efficient technology in a current home.  Lenders allow borrowers to borrow more money than they would otherwise permit because the savings in energy costs can be used to pay the added amount due on a note.

Some EEMs or EIMs have lower interest rates and lower down payment requirements.

The US Dept. of Housing and Urban Development has a great page explaining the logic.  (Click Here).  This is the basic analysis provided on their web page:

                                    Older                Same Home with
                                    existing home     energy improvements

Home price                        $ 150,000             $ 154,816
(90% mortgage, 8% interest)

Loan amount                      $ 135,000             $ 139,334

Monthly payment*               $      991            $     1,023

Energy bills                      + $      186        +  $         93

The true monthly

cost of home ownership        $   1,177               $   1,116

Monthly savings                                       -    $        61

Developers can use EEMs as a marketing tool to show how purchasers can actually SAVE money on their mortgage payment if they buy a more expensive home!  Contractors can make the same argument for home improvement projects.

California has helpful information on their “Flex Your Power” website (Click Here).

The Residential Energy Services Network also has lots of excellent information for home owners including information about EEMs and EIMs (Click Here).