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Presentations
from |
THE
2002 NATIONAL SYMPOSIUM ON MARKET TRANSFORMATION |
"MARKET
TRANSFORMATION: ENERGY EFFICIENCY AND MORE" |
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March
25-26, 2002
The Capital Hilton
1001 16th Street, NW
Washington, DC 20036
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Sponsored
by the American Council for an Energy Efficient Economy (ACEEE)
and
the Consortium for Energy Efficiency (CEE)
with support from the US EPA/DOE ENERGY STAR®
Programs.
|
| WELCOME AND INTRODUCTION |
8:30 to 8:45 a.m.
|
| Marc Hoffman, Executive Director,
Consortium for Energy Efficiency; Welcome |
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| Steve
Nadel, Executive Director, American Council for
an Energy Efficient Economy; Review of Key Developments
of the Past Year |
|
| PLENARY ONE |
8:45 to 10:00 a.m.
|
| Social Marketing: Selling Energy
Efficiency by Selling More |
| Moderator: |
Marc Hoffman, Consortium for Energy Efficiency |
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Presenters:
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Jacquelyn
Ottman, President, J. Ottman Consulting and author,
"Green Marketing: Opportunity for Innovation"
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| Bill
Smith, co-author, "Fostering Sustainable Behavior:
An Introduction to Community-Based Social Marketing" |
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| Selling energy efficiency has come
a long way from simply promoting the cost savings and environmental
benefits to the consumer. Successful market transformation begins
with carefully designed products, programs, and evaluation,
and is carried out with sophisticated marketing campaigns with
a sharp focus on the consumers needs and insight into their
underlying attitudes and behaviors. In this plenary, the role
of new marketing strategies in selling efficient products as
well as sustainable behaviors, attitudes, and practices will
be examined through various green consumer product and community-based
social marketing campaigns. |
| Jacquelyn Ottman will discuss how
to build strong consumer demand for environmentally preferable
products and programs using examples of successful green marketing
campaigns for various consumer product manufacturers. Bill Smith
will discuss how to encourage businesses and individuals to
adopt resource efficient behaviors and practices using social
marketing as an alternative to traditional information-based
education or advertising campaigns. |
| MORNING BREAK |
10:00 to 10:20 a.m.
|
| CONCURRENT SESSIONS |
10:20 to 11:50 a.m.
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| Regional Roundup: Future Directions for Market
Transformation |
| Moderator: |
Marc Hoffman, Consortium for Energy Efficiency
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|
| Find out what's new in 2002 and forecasts of future
directions in each of the major regions of the U.S. with active
Market Transformation efforts. Directors of the regional market
transformation organizations of the Northeast, Midwest and Northwest
will join program administrators from California and Texas.
Take the pulse of what's happening in market transformation
programs around the country as this all-star panel compares
notes on programs, policies and trends for the future in their
regions. |
|
Integrating Market Transformation Strategies with Short-Term
Reliability Responses: Moving from Ideas to Practice
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| Moderator: |
Ruth Horton, New York State Energy Research
and Development Authority |
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Recent concern over electric system reliability and the need
for short-term peak power reductions has led a number of states
and utilities to implement new programs designed to address
these issues. In the past year, reliability concerns in California,
the Pacific Northwest, and the Northeast have posed challenges
for policymakers, regulators, and program implementers working
to achieve short-term peak reductions while also promoting
energy efficiency strategies designed to achieve long-term
reductions in energy use. This session will explore ways that
different regions have responded to these challenges and their
approaches for integrating peak reduction goals with market
transformation initiatives.
|
| LUNCH |
12:10 to 1:30 p.m.
|
| Keynote Address: Jeff Holmstead, Assistant
Administrator for Air and Radiation, U.S. Environmental Protection
Agency |
| WORKING SESSION ONE |
1:30 to 3:00 p.m.
|
| MT 101: An Introduction to Market Transformation |
| Presenters: |
Sue
Coakley, Executive Director, Northeast Energy Efficiency
Partnerships |
| Marc
Hoffman, Executive Director, Consortium for Energy
Efficiency |
|
| For newcomers to market transformation, two experienced
directors of market transformation organizations share their
views on what market transformation is, how it works and how
and when it should be used. This session includes an introduction
and overview of the theory and practice of market transformation,
the policy, and market imperatives. |
| Initiatives for the Next Decade: A Panel Discussion |
| Facilitator: |
Ed Wisniewski, Consortium for Energy
Efficiency |
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|
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| This session will look at general and specific
directions that market transformation initiatives should take
in the next few years as well as for the balance of the decade.
The session includes presentation of a new screening analysis
on market transformation opportunities as well as opinions from
leading experts on residential and commercial/industrial programs
as well as new emerging technologies. |
| More Than Motors: Exploring How the MT Community
Can Tap Into Motor System Savings |
| Facilitator: |
Ted Jones,
Consortium for Energy Efficiency |
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| Presenters: |
Chris Cockrill,
U.S. Department of Energy, Office of Industrial Technologies
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| Neal Elliott,
American Council for an Energy-Efficient Economy |
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| Discussants: |
Hydraulic Institute representative [invited] |
| Laurie Kokkinides, NYSERDA |
| Scott Rouse, Ontario Power Generation |
|
| While the MT community has played a key role in
making premium-efficiency motors more available in the market,
the potential savings in motor systems are even greater, particularly
in pump and fan systems. Unfortunately, developing an effective
program strategy has proven elusive. During this session, opportunities
for program administrators to tap into pump and fan system efficiency
will be presented, including available tools and resources.
Discussion will focus on assessing the effectiveness of past
programs, evaluating interest in collaborative efforts, and
planning next steps. |
| Residential Appliances: A New Focus on Market
"Push" in Retail Channels |
| Facilitator: |
Rebecca Foster, Consortium for Energy
Efficiency |
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| Presenters: |
Harry Buntyn, Brand Source, Associated Volume Buyers |
| Paul Berkowitz, D&R
International |
|
| This working session will review recent
successes in improving efficiency levels and gaining market
share for Energy Star appliances with a focus on what can be
done to raise the bar on promotion of products at retail. |
| Market Transformation Based on
Increased Business Profitability: Energy Star and Building America
Partnerships with the New Home Building Industry |
| Facilitator: |
David Lee, U.S. Environmental Protection Agency |
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| Presenters: |
Sam Rashkin, U.S. Environmental
Protection Agency |
| Betsy Petit , Building American Consortium Leader |
|
| Market transformation programs have
traditionally set qualifying performance levels that participants
must meet to qualify for program benefits (e.g., cash incentives,
marketing or technical assistance). This session will demonstrate
an alternative market transformation strategy based on establishing
the link between increased business profitability and higher
energy efficiency. Presenters will discuss how Building America
and Energy Star homes are working to further this new strategy. |
| AFTERNOON BREAK |
3:00 to 3:30 p.m.
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| WORKING SESSION TWO |
3:30 to 5:00 p.m.
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| Collaborative Evaluation and the Future of
MT Evaluation |
| Facilitator: |
Elizabeth Titus, Northeast Energy Efficiency Partnerships |
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| This session will address the viability of collaboration
on energy efficiency evaluation and evaluation planning across
regions and the nation, the usability of such evaluation results,
and the issues and hurdles faced both by organizations wishing
to undertake collaborative evaluation and by regulators presented
with the results of collaborative evaluation. Both utility and
regulatory viewpoints will be presented. |
| Sector-Based Market Transformation Strategies
for Commercial and Industrial Market Segments |
| Facilitator: |
Cheryl Rezabek, Wisconsin Energy Bureau |
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| This session will present the latest approaches
to market transformation focusing on specific market segments,
rather than specific technologies or practices. Presentations
will highlight commercial sector approaches in development in
the Pacific Northwest and industrial sector approaches in Utah.
Subsequent discussion will explore the challenges and opportunities
for sector-based approaches and their potential to further market
transformation goals. |
| Hot Opportunities for Reducing the Energy Use
of Vending Machines and Other Packaged Refrigeration Equipment
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| Presenters: |
Noah Horowitz,
Natural Resources Defense Council |
| Steve Nadel,
American Council for an Energy-Efficient Economy |
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| Packaged refrigeration equipment such as vending
machines and commercial refrigerators account for about half
of commercial refrigeration energy use. This session will discuss
recent technical developments (e.g. products with 30-50% savings
relative to existing equipment), the markets for these products,
and possible new program opportunities such as a vending machine
initiative that is now taking shape and program efforts to build
on the new Energy Star commercial reach-in refrigerator spec. |
| Energy-Efficient Lighting in Residential New
Construction |
| Facilitator: |
Paul Vrabel, ICF Consulting |
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| This session will provide an update on the residential
lighting market with a focus on partnerships and strategies
for working in the new construction area where there is tremendous
potential for improving installation of energy-efficient lighting. |
| Tapping the Potential in Existing Commercial
Buildings: Mining Savings from Lighting |
| Facilitator: |
Adam Hinge, Sustainable Energy Partnerships |
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| Presenters: |
Dave Peterson,
The Watt Stopper and Lighting Controls Association |
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| This session will explore opportunities to work
within existing market structures to capture energy savings
from lighting system improvements in existing commercial buildings.
Representatives of a lighting controls manufacturer and a program
involved in lighting system specification and installation will
present the challenges and opportunities for improving lighting
systems in existing buildings. Subsequent discussion will focus
on MT program options and collaboration with manufacturers and
other active market players. |
|
COCKTAIL RECEPTION
Sponsored by ICF Consulting
|
6:00 to 7:30 p.m.
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| PLENARY TWO |
8:00 to 9:30 a.m.
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| Trade Ally Experiences: Transforming Business
for Energy Efficiency and More |
| Moderator: |
Bill Prindle, American Council for an
Energy-Efficient Economy |
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| Transforming business is a crucial part of market
transformation. In this plenary, trade allies will discuss transitions
within their industries to capture the benefits of market transformation
that go beyond energy savings, including improved profitability
and better building performance. Joel Loveland will present
the growing recognition of the many benefits of daylighting
and its growing role in architectural practice. Mark LaLiberte
will focus on transitions in the residential new construction
market as builders increasing adopt energy efficiency as a strategy
for improving profitability. |
| MORNING BREAK |
9:30 to 9:50 a.m.
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| CONCURRENT SESSIONS |
9:50 to 11:20 a.m.
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| Policy Instruments for Energy Efficiency: Integrating
MT with Codes, Standards, and Tax Credits |
| Moderator: |
Andrew deLaski, Appliance Standards Awareness
Project |
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| Presenter: |
Steve Nadel,
American Council for an Energy-Efficient Economy |
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| Discussants: |
Jeff Johnson, New Buildings Institute |
| Pat Eilert,
Pacific Gas & Electric |
| Charles Samuels,
Association of Home Appliance Manufacturers |
| Jeff Duncan, Office of Representative
Edward Markey |
|
| Will discuss the contributions towards market
transformation objectives that building codes, appliance and
equipment efficiency standards, and state and federal tax credits
have played in the past and can play in the future. Will include
information on recent developments and discussion of such topics
as the relative roles of tax credits and public benefit funds
and the extent to which market transformation initiatives should
target code and standard changes. |
| Lessons Learned from Market Transformation:
An Examination of Early Programs |
| Moderator: |
Elizabeth Titus, Northeast Energy Efficiency Partnerships |
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| Come to this session to find the secrets to success!
-- of some of the country's longest running market transformation
programs, that is. Three expert evaluators will reflect on changes
in the windows and clothes washer markets, and building operator
training. The session will cover key factors influencing program
results and advice for those designing and evaluating newer
programs, as well as lively discussion of what markets look
like today and how long it takes to achieve success. |
| WORKING SESSION THREE |
1:00 to 2:30 p.m.
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| Market Research for Market Transformation |
| Facilitator: |
Monica Nevius, Consortium for Energy
Efficiency |
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| Explore the important role that market research
can play in evaluating market transformation programs. Results
of the 2001 national Energy Star awareness survey will be presented,
showing changes in public awareness and understanding of the
label, illustrating the relationships between national and local
program Energy Star promotion, and purchasing of energy-efficient
products. A second presentation will address the current role
of market research in the development of new energy efficiency
products and related business decision-making, and how its use
could be improved. |
| Getting More Bang for Your Buck: Developing
and Using Midstream Market Relationships |
| Facilitator: |
Priscilla Richards, New York State Research
and Development Authority |
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| Increase your program's visibility and success
by leveraging practitioners who are already in the market place
and influencing them to increase promotion and sale of high
efficiency equipment and services to their customers. Sell efficiency
as a profitable business strategy, as a value-added proposition
and differentiation from the competition. Starting from program
experiences for Unitary Air Conditioners, Compressed Air Systems,
and Commercial Real Estate Assessment, this session will explore:
What are the best strategies? Who do you target and how do you
get participation? How can programs avoid being coopted? What
has worked and what hasn't? |
| Technology Procurement: Prelude to Market Transformation
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| Facilitator: |
Jeff Harris, Lawrence
Berkeley National Laboratory |
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| Discussants:
|
Nils Borg, Borg and Company |
| Sophie Attali, ICE Consultants |
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| This working session reviews the past fifteen
years of program initiatives related to "technology procurement,"
a strategy for organizing major buyers to create an initial
point of market entry for new energy-efficient technologies
and significant product innovations. Speakers will offer three
perspectives (past, present, and future) on technology procurement
as an initial step toward market transformation, drawing on
examples from the U.S. and Europe. |
| Residential HVAC Installation: New Areas of
Exploration |
| Facilitator: |
Chris Neme, Vermont Energy Investment
Corporation |
|
| Presenters: |
Andrew Fisk,
New York State Research and Development Authority |
| Harvey Sachs,
American Council for an Energy-Efficient Economy |
|
| Participants will learn about new program elements
in quality residential HVAC installation. The session will emphasize
the importance of program design that addresses all players
involved in influencing equipment selection and installation,
including sales, technicians, and installers. In addition, the
session will begin movement toward a national training and certification
effort and discuss ways to make equipment more "robust"
so it is less susceptible to installation problems. |
| Emerging Efficiency Targets for Commercial
New Construction Programs |
| Facilitator: |
Michael McAteer, National Grid |
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|
| This session will discuss the latest efforts in
building energy codes and commercial new construction programs
and how they are impacting new construction practices. We will
address four areas: identifying baseline efficiency, setting
efficiency targets, showing how to achieve these targets, and
providing information to building owners to show the benefits
of efficient new buildings. |
| AFTERNOON BREAK |
2:30 to 2:45 p.m.
|
| WORKING SESSION FOUR |
2:45 to 4:15 p.m.
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|
Recent Successful European Market Transformation Programs:
Models for U.S. Programs?
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| Facilitator: |
Marc Ledbetter, Pacific Northwest National Laboratory |
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| Presenters: |
Nils Borg, Borg and Company AB, Sweden
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| Sophie Attali,
ICE Consultants, France |
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| This session will introduce the audience to a
number of recent European market transformation programs, including
Energy Plus and Lights of the Future, and explore issues of
program design, program results, and market conditions before
and after implementation of the programs. The audience will
then be given a chance to discuss, among other things, whether
these programs might serve as models for new U.S. programs,
and differences between the American and European markets that
might require modifications to permit similar programs to be
implemented in the U.S. |
| Natural Gas Efficiency: The New Low-Hanging
Fruit |
| Facilitator: |
Mahri Lowinger, Consortium for Energy
Efficiency |
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| Despite unprecedented use of natural gas and abundant
opportunities for energy savings, natural gas utilities face
several unique hurdles in supporting energy efficiency programs
when compared to electric utilities. These hurdles vary from
the distinctive business needs of the gas industry towards energy
efficiency to lower avoided costs. However, there are proactive
solutions which can account for the needs of the gas utility
along with the needs of society. This session will showcase
successful natural gas conservation programs, identify innovative
approaches and probe for collaborative solutions capable of
bringing new resources to energy efficiency efforts. |
| Residential Water Heaters: The Next Big Opportunity? |
| Facilitator: |
Brad Hollomon, Pacific Northwest National Laboratory
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| Presenters: |
John Tomlinson, Oak Ridge National Laboratory |
| |
Charles Stephens, Oregon Office of Energy |
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|
Are heat-pump water heaters ready for the market? What has
been the experience with incentives for tankless gas water
heaters? This session will update the audience on new developments
in water heating technology, programs to promote their use
in homes, and their market potential. Drawing on recent field
evaluations and experience with incentive programs directed
at consumers, this session will address near term market prospects
for heat pump water heaters and their readiness for widespread
use, as well as the results of programs designed to accelerate
the introduction of advanced gas water heating technologies.
|
| Power Supplies: Opportunities for Energy Savings
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| Facilitator: |
Noah Horowitz, Natural Resources Defense Council |
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| This session will present the latest research
on standby and active mode power consumption for the largest
product categories (computer equipment, audio/video equipment,
wallpacks, etc.) and introduce promising energy-saving power
supply technologies. Policy and program options to address power
supply energy consumption will be explored. The audience will
be asked to react to proposed MT program designs for power supplies.
(See Paper) |
| Energy Star Buildings: Reaching the Decision
Makers |
| Facilitator: |
Jean Lupinacci, U.S. Environmental Protection Agency |
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| Two views on the application of Energy Star tools
and services to improve and sustain energy performance in commercial
buildings will be presented. The first speaker will focus on
the integration of the Energy Star partnership and energy performance
rating system in their corporate energy management program.
The second speaker will discuss utilization of the rating system
to align as-built energy performance with the original design
intent in new buildings. |
| CLOSING PLENARY |
4:30 to 5:00 p.m.
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| Facilitators: |
Steve Nadel,
American Council for an Energy-Efficient Economy |
| Marc Hoffman, Consortium for Energy Efficiency |
|
| Summary and discussion of key conclusions from
this year's symposium. |
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