PRESENTATIONS FROM THE ACEEE 1999 MARKET TRANSFORMATION WORKSHOP

March 1-2, 1999

This collection includes copies of presentations (overhead transparencies, PowerPoint slides, and handouts) prepared for the third annual Market Transformation Workshop. Topics range from broad issues, such as policy framework that supports market transformation, effective marketing and evaluation approaches, and the future of market transformation, to specific initiative progress and emerging areas of interest.

ACEEE's THIRD ANNUAL MARKET TRANSFORMATION WORKSHOP - AGENDA

Sponsored by the U.S. Environmental Protection Agency
and held in conjunction with
Consortium for Energy Efficiency's Program Committee Meeting

Continental Breakfast (8:30)

Welcoming Words and Introductions

Steven Nadel, Deputy Director, American Council for an Energy-Efficient Economy (9:00 - 9:10)

SESSION I: Making the Case for Market Transformation (9:10-10:00)

Moderator: Val Jensen, Director, U.S. DOE Chicago Regional Support Office

Where Are We Today, Where Do We Need to Go?
Ken Keating, Bonneville Power Administration
Discussants: Charles Goldman, California Board for Energy Efficiency
Susan Coakley, Northeast Energy Efficiency Partnerships

Break (10:00-10:30)

SESSION II: Understanding Markets and Effective Marketing (10:30-12:00)

Moderator: Scott Thigpen, Director, U.S. EPA ENERGY STAR^® Programs

Energy-Related Decision Making
Loren Lutzenhiser, Washington State University
Consumer Attitudes and the Implications for Marketing
Candy Cox, Vice President Elgin-DDBNeedham
Why Might Market Actors Market Energy Efficiency
David Rudd, Assistant Professor of Marketing, Michigan Technological University

Lunch (12:00-2:00)

Lunch Address: Federal Policy Perspective
Paul Stolpman, Director, Office of Atmospheric Programs, US EPA
Dan Reicher, Assistant Secretary, Office of Energy Efficiency and Renewable Energy, US DOE

SESSION III: Challenges in Evaluating Market Transformation Programs (2:00-3:30)

Moderator: Marc Hoffman, Executive Director, Consortium for Energy Efficiency

Issues and Challenges in Market Transformation Evaluation
Jeffrey Schlegel, Schlegel & Associates
Incorporating Evaluator Input
Lauren Casentini, Pacific Gas & Electric Company

Break (3:30-4:00)

SESSION IV: Market Transformation: Into the Next Century (4:00-5:30)

Moderator: William Prindle, Director Buildings and Utilities Programs, Alliance to Save Energy

Addressing Sunset Dates
Margie Gardner, Northwest Energy Efficiency Alliance
Can Market Transformation Do It All? Integrating Market Transformation with Other Strategies
Marty Kushler, American Council for an Energy-Efficient Economy
Engaging Other Market Players
Steve Cowell, Conservation Services Group

Cocktail Reception (5:30-6:30)

"Dutch Treat" Dinner (7:00)
(Location: The Red Tomato Restaurant, Corner of M & 21st)

Continental Breakfast (8:30)

WORKING SESSION I (5 concurrent tracks) (9:00-10:30)

Policy I: New Marketing Approaches
Policy II: Technology Procurement/ENERGY STAR^® Purchasing
Policy III: Market Transformation and the Energy Efficiency Services Industry
Programs I: Market Transformation for Existing Homes
Programs II: Motor Systems: The Compressed Air Challenge

Break (10:30-11:00)

WORKING SESSION II (4 concurrent tracks, 1 open forum) (11:00-12:30)

Policy I: Market Transformation Evaluation Coordination
Policy II: Linking Market Transformation with Air Quality
Policy III: Emerging Technologies and Market Transformation Planning
Programs I: Residential Lighting Strategies
Programs II: Commercial Building O&M and Retrocommissioning

Lunch - Topic Tables
(topics to be selected on Day 1 by participants)
(12:30-2:00)

WORKING SESSION III (4 concurrent tracks, 1 open forum) (2:00-3:30)

Policy I: Setting a Behavioral Sciences Research Agenda
Policy II: Planning for 2001 and Beyond
Programs I: Appliances: ENERGY STAR^® and Beyond
Programs II: Quality Installation for Residential and Small Commercial HVAC Systems
Open Forum: Available for organized or informal discussions

Break (3:30-4:00)

CLOSING PLENARY: Working Session Reports and Discussion of Next Steps (4:00-5:00)

Facilitators: Steven Nadel, American Council for an Energy-Efficient Economy
Sue Coakley, Northeast Energy Efficiency Partnerships

Descriptions of Day 2 Working Sessions

Policy I: New Marketing Approaches

This session will focus on successes and failures to date in market transformation program marketing. Presentations will focus on the implementation of a specific regional program as well as a small retailer's perspective on promoting energy efficient products. Facilitated discussion will center on lessons learned about marketing energy efficiency, and how these can be used as a guide to more effectively working with manufacturers, distributors, and retailers in the future.

Speakers: Marci Sanders, Northwest Energy Efficiency Alliance
Judy Lawrence, Howard Industries
Dan Barzel, Circuit City
Facilitator: Lee Bodner, D&R International

Policy II: Technology Procurement and Specifying Energy Efficiency

Speakers in this session will present an overview of technology procurement and its role in transforming markets. Speakers will present a range of experiences with energy-efficient purchasing and discuss conditions under which procurement provides an appropriate market transformation strategy, how it relates to other market transformation strategies, and how it can contribute to establishing important relationships with industry.

Speakers: Alison ten Cate, U.S. Environmental Protection Agency
Ed Wisniewski, Consortium for Energy Efficiency
Marc Ledbetter, Pacific Northwest National Laboratory
Facilitators: Ed Wisniewski, Consortium for Energy Efficiency
Marc Ledbetter, Pacific Northwest National Laboratory

Policy III: Market Transformation and the Energy Efficiency Services Industry

ESCos and other energy service providers can be an important and often overlooked market player who can contribute to market transformation initiatives. In addition, the market transformation approach can be applied to develop policies and strategies for helping the private energy efficiency services industry to grow and prosper. This session will explore and discuss both of these issues.

Speakers: Dave Hewitt, Northeast Energy Efficiency Partnerships
Chuck Goldman, Lawrence Berkeley National Laboratory
Facilitator: Brian Henderson, NYS Energy Research and Development Authority
Steve Nadel, American Council for an Energy-Efficient Economy

Programs I: Market Transformation for Existing Homes

This session will focus on strategies to improve energy efficiency in existing homes. Several key home transaction areas (e.g., purchasing, renovating, etc.) will be examined and the strategies that can be used to influence these transactions discussed. Facilitated discussion will center on developing a consistent framework for influencing the existing homes market and identifying the most appropriate roles for different actors, with the hope that this session will lead to coordinated activity to facilitate market transformation in existing homes.

Speakers: Mia South, U.S. Environmental Protection Agency
Ed Thomas, ET Communications
Greg Thomas, Building Performance Contracting Association
Facilitator: Margaret Suozzo, American Council for an Energy.-Efficient Economy

Programs II: Motor Systems: The Compressed Air Challenge

The session will focus on a collaborative effort to advance motor system efficiency ¾ the Compressed Air Challenge. Presentations will focus on a) experience from the launch of the first set of products under the Challenge, including an awareness raising campaign and workshops for facilities managers and b) how a regional effort might plan to use these products in support of customer programs and market transformation efforts. Facilitated discussion will focus on how public benefit sponsored efforts can interface with this collaborative and help move its efforts forward.

Speakers: Aimee McKane, Lawrence Berkeley National Laboratory
Mark Siegal, New England Electric Systems
Facilitator: Jon Linn, Northeast Energy Efficiency Partnerships

Policy I: Market Transformation Evaluation Coordination

The Federal government has developed a plan for evaluating the ENERGY STAR^® programs. This session will be an opportunity to learn about this plan and to contribute to current efforts to coordinate with these evaluations. Speakers and participants will have an opportunity to share information and their perspectives on specific data collection efforts, data needs, evaluation efforts underway, and to discuss broader issues in coordinating evaluations.

Speakers: Maureen McNamara, U.S. Environmental Protection Agency
Ben Bronfman, Northwest Energy Efficiency Alliance
Facilitator: Marc Hoffman, Consortium for Energy Efficiency

Policy II: Linking Market Transformation with Air Quality

The pollution reduction benefits of energy efficiency activities, such as market transformation, are not fully realized by air quality officials. Unfortunately, national and state energy, air and environmental officials have historically not worked together to take advantage of potential linkages and mutually supportive actions. This session will explore the issues, define the barriers and highlight the possible opportunities of creating tangible rewards for the air quality improvements associated with implementing successful market transformation programs.

Speakers: Anna Garcia, U.S. Environmental Protection Agency
Erika Morgan, Northeast Energy Efficiency Partnerships
Pat Meier, Wisconsin Energy Bureau
Facilitator: Brian Henderson, NYS Energy Research and Development Authority

Policy III: Emerging Technologies and Market Transformation Planning

Research and development (R&D) and market transformation program planning is rarely coordinated. Nonetheless, outcomes of research, development, and commercialization activities can be effectively deployed through market transformation initiatives; and experience with these initiatives can inform future R&D needs. This session will explore examples and opportunities for, "closing the loop" between R&D and market transformation program planning. A panel of speakers will provide several perspectives, including: the findings of a recent study on high priority energy saving technologies; how this and other information is incorporated into state program planning; and the how Federal government's R&D activities interface with market transformation efforts.

Speakers: Jennifer Thorne, American Council for an Energy-Efficient Economy
Carl Blumstein, California Institute for Energy Efficiency
Barbara Sisson, U.S. Department of Energy
Facilitator: Gunnar Walmet, NYSERDA

Programs I: Residential Lighting Strategies

Recent agreement on a common specification for residential lighting suggests the convergence of efforts by a broad range of interests, including the lighting industry, the federal government, utilities, and regional market transformation organizations. These different actors will present their perspectives on energy-efficient lighting. Facilitated discussion will center on the most effective ways to work together to market energy-efficient residential lighting products.

Speakers: Bill Robertson, National Electrical Manufacturers Association
Bill Noel, U.S. Department of Energy
Bruce Wall, Northeast Energy Efficiency Partnerships
Facilitator: Ed Wisniewski, Consortium for Energy Efficiency
Dana Banks, Consortium for Energy Efficiency

Programs II: Commercial Building O&M and Retrocommissioning

In this session, different approaches to optimizing the efficient operation of buildings (including better operation and maintenance practices and commissioning of existing buildings) will be presented and the role of these different approaches in our collective promotion efforts will be discussed. Facilitators will present questions for discussion and facilitate discussion, concentrating on which approach(es) are best in which situations and what are good next steps to advance O&M/retrocommissioning practices.

Speakers: Fred Gordon, Pacific Energy Associates
Debby Dodds, Portland Energy Conservation, Inc.
Facilitators: Steven Nadel, American Council for an Energy-Efficient Economy
Adam Hinge, Northeast Energy Efficiency Partnerships

Policy I: Setting a Behavioral Sciences Research Agenda

This session provides a forum for exploring ways that behavioral science research can be focused on practical decisions in support of market transformation policies and programs. Discussants will contribute examples of current or completed research relevant to market transformation policies and programs. Participants will be encouraged to offer additional examples of current or completed research, to identify issue-oriented research needs, and to contribute ideas to a coordinated, multiyear research agenda, including ideas on prospective research sponsors and sources of expertise. The hope is that this session will lead to formation of an ad hoc working group to continue the process of refining a behavioral research agenda and seeking sponsors to initiate high-priority research projects.

Discussants: Merilee Harrigan, Alliance to Save Energy
Christine Egan, American Council for an Energy-Efficient Economy
Chris Payne, Lawrence Berkeley National Laboratory
Loren Lutzenhiser, Washington State University
Facilitator: Shel Feldman, Shel Feldman Management Consulting

Policy II: Planning for 2001 and Beyond

Session will include short presentations by folks from California and New York on how they are approaching their pending sunset dates and making the case for continued activities beyond those dates as well as what they think might happen to MT and energy efficiency if public benefit programs are not extended. Steven Nadel or Marty Kushler will then present a "strawman" on things that need to be done to make the case for continued funding beyond 2001, which will serve as the starting point for discussions on this issue.

Speakers: Chuck Goldman, California Board for Energy Efficiency
Jim Gallagher, New York State Department of Public Service
Facilitators: Steven Nadel, American Council for an Energy-Efficient Economy
Dan York, Energy Center of Wisconsin

Programs I: Appliances: ENERGY STAR^® and Beyond

This session will be an opportunity for participants to learn about the ENERGY STAR^® appliance program and its future. ENERGY STAR^® partners will provide insight from their implementing experiences along with their vision of the ENERGY STAR^® program. Included will be the Consortium for Energy Efficiency's Super Efficient Home Appliances (SEHA) initiative and how it relates to ENERGY STAR^®. This session is expected to be highly interactive with participants such as program designers, implementers, distributors, and manufacturers.

Speakers: Marc LaFrance, U.S. Department of Energy
Marc Hoffman, Consortium for Energy Efficiency
Jennifer Hunter, New York State Research & Development Authority
Linda Eggerss, Maytag
Facilitator: Bill Noel, U.S. Department of Energy

Programs II: Quality Installation for Residential and Small Commercial HVAC Systems

This session will provide an overview of the technical opportunities and work to date on increasing efficiency of residential and small commercial HVAC systems through improved installation practices. Speakers will present a case study from New Jersey as well as the Consortium for Energy Efficiency's efforts to address this issue nationally. CEE welcomes input from participants on how best to transform this non-equipment market.

Speakers: Chris Neme, Vermont Energy Investment Corporation
Cindy Nickerson, Consortium for Energy Efficiency
Facilitator: Mark Siegal, New England Electric Systems

Click to order hard copy. 

450 pp., 1999, $50.00, U991

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