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Feature management as a lead-up to funding proposals. time neglecting the infrastructure put in place long An initial obstacle to asking for more is the fact ago (in some cases more than 100 years), the U.S. that consumers have already been paying more. In has accumulated a funding gap of $540 billion. That 2012, USA TODAY reported survey results from 100 estimate was reported by Steve Allbee, project director municipalities, finding that over 25% had at least of Gap Analysis for the EPA, who derived the number doubled their rates over the past 12 years.3 This sharp by comparing current spending to the investment increase reflects the rising costs of water treatment, but needs over the next 20 years.5 also illustrates the need to change the perception of The good news is that the public may be receptive the value of water. to the message. In a nationwide poll of consumers conducted last According to the U.S. EPA report year by water "Water On Tap," t e c h n o l o g y published in 2009, provider Xylem Americans were Inc., 88% of respondents felt paying an average of just $2.00 per that U.S. water 1,000 gallons of tap infrastructure is in need of reform, water — less than almost any country and 61% said they in the developed are willing to pay world. In contrast more for water — $7.70 per month to other services, more, on average. even higher water rates won't typically That slight crack in rise to the level the door exposed, utilities would of electricity and be wise to take gas services and advantage and are decidedly less than nonessential walk through it. services such as While the outreach effort cable TV and in "selling" these Internet. And for the sizable portion higher rates should of consumers who focus mainly shun tap water for on the value of water — both of bottled water, the New York Times Figure 1. Likelihood of customers viewing information from various sources (Credit: Water Research the product itself and the services notes that 8 glasses Foundation/U.S. EPA) of water per day associated with it from the tap cost about 50 cents per year, while the same — the argument can also be made that higher shortterm costs to the consumer can pay off in the long amount of bottled water costs up to $1,400 dollars.4 Put in context, water is still a bargain, especially for all term, especially in water-scarce regions. Higher rates that it provides. Water not only sustains life but also is vital promote conservation, thus reducing the burden on to our quality of life. Through its purveyor, the municipality, infrastructure and lowering long-term operation and water also provides the community with disease protection, maintenance (O&M;) costs. With populations and fire protection, basic sanitation, economic development, demand on the rise, water made available through and countless other benefits. This is part of the message conservation is much cheaper than alternatives such as desalination and imported water. Of course, the that needs to be conveyed to the public. The other part is the fact that the collection, rate structure must be applied in such a way that the treatment, and distribution of water is a massive and financial impact is a net positive for the utility, despite expensive operation, and one that is at risk. Precisely the decrease in consumption. This can be achieved by underpricing water for so long, while at the same through volumetric pricing that penalizes "heavy" 24 wateronline.com ■ Water Online The Magazine