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GreenChoice

GreenChoice. TM. Marketing Green Power to Key Accounts Mark Kapner October 25, 2005. Austin Energy . Municipally-owned electric utility Serves more than 700,000 population Area > 400 sq. miles. H. Austin. Customers. 26% of energy sold to residential 70% to commercial 4% to municipal.

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GreenChoice

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  1. GreenChoice TM Marketing Green Power to Key Accounts Mark Kapner October 25, 2005

  2. Austin Energy • Municipally-owned electric utility • Serves more than 700,000 population • Area > 400 sq. miles H Austin

  3. Customers • 26% of energy sold to residential • 70% to commercial • 4% to municipal

  4. Generating Sources • 3 gas and oil-fired plants 1670 MW • 1 coal-fired plant 570 MW • 1 nuclear plant 400 MW • Purchase 212 MW of wind • Purchase 11 MW landfill methane power • Purchase 1 MW of Hydro

  5. Conventional Generation Mix by MWH • Coal 35% • Nuclear 30% • Gas/Oil 30%

  6. TM GreenChoiceBackground • Austin’s Strategic Goal: 20% of energy from renewables by 2020 • By enrolling, customer causes change in AE’s generation mix • Customer benefits from the price stability inherent in renewable energy • GreenChoice price linked to actual cost of renewable energy

  7. TM GreenChoice Renewable Sources • Wind 79% • Landfill methane (17 % of MWH) • Photovoltaics and Hydro (4% 0f MWH)

  8. WindPros and Cons • Least expensive • (per kWh) • Little firm capacity • Transmission adequacy risk • Public acceptance- fairly high

  9. Landfill MethanePros and Cons • 40% more expensive than wind energy • Very high firm capacity • Public acceptance- moderate

  10. Solar Photovoltaics • Most expensive (about 7 times cost of wind) • Fairly high firm capacity • Public acceptance -extremely high

  11. TM How GreenChoice Works • All customers eligible • Commercial customers contract for min 5 years • Subscribers pay a fixed GreenChoice charge in place of a fuel charge that fluctuates depending on market prices of coal and gas; price lock for as long as 10 years • Green Choice charge = 3.5 cents per kWh • Fuel Charge is currently 2.8 cents per kWh • Commercial customers receive recognition proportional to level of participation

  12. Austin Energy Electric Bill • Base Rate 6.44 cents x kWh • plus Fuel charge = $0.028 x kWh • or • GreenChoice charge = $0.035 x kWh

  13. Promotion and Marketing • Stories in utility bill inserts • Ads in local newspapers • Billboards • Customized presentations to businesses • Speaking engagements • Letter from environmental groups to their mailing list • TV commercials

  14. Austin Energy’s Key Accounts • High Tech, Data Centers and Gov’t • Semiconductor • Commercial Real Estate • Schools, Hotels and Hospitals • Grocery and Restaurants • Communications, Light Industrial, Mfg, Residential Hi Rise

  15. 3M Corporation823 CongressAdvanced Micro Devices (AMD)Ambion, Inc.Apple ComputerBAE SystemsBLOCKBUSTERFisher-Rosemount SystemsFour Seasons Hotel AustinG S D & MGinny's + MeritGraeber, Simmons & CowanGreenwood TowersHabitat Suites HotelHeart Hospital of AustinHyatt Regency AustinIBM Iron CactusKinko's La Quinta Inn & SuitesLBJS Broadcasting CompanyLive Oak DevelopmentMaudie's CafePier 1 ImportsSamsung Austin SemiconductorSolectron TexasState Farm InsuranceTexas Commission on Environmental QualityTexas Governor's MansionThe Rebekah Baines Johnson CenterTokyo Electron America Corporate Champions (use > 700,000 kWh per year)

  16. Corporate Champion Ad Package • TV ad – features company logo • Billboards • List names twice per year in three newspapers • Company logo in EnergyPlus customer newsletter • GreenChoice logo available for company’s use in its advertising

  17. Status (as of Oct 1, 2005) • GreenChoice launched mid-Jan 2000 • Began billing April 2001 • Over 6,500 residential customers enrolled • 30 large commercial subscribers • 170 small businesses • Green Energy = 300 million kWh/yr.

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