2003 National Symposium on Market Transformation: Program

2003 National Symposium on Market Transformation: Program

Monday |Tuesday

Monday, April 14

8:30 am to 10:00 am

Plenary Session I


Welcome and Introduction

Marc Hoffman, Executive Director, Consortium for Energy Efficiency

Steven Nadel, Executive Director, American Council for an Energy-Efficient Economy

                   Market Transformation: A Review of Progress from a Decade of Work

The Key Role of Partnerships in Energy Efficiency Contributions to Averting Disaster during the California Energy Crisis

Moderator:      Marc Hoffman, Consortium for Energy Efficiency

Presenter:       Ralph Cavanagh, Natural Resources Defense Council


Little known outside of California is the key role that partnerships played in the community's response to the California energy crisis.  Many of the partnerships forged in the prior years by energy efficiency programs targeting upstream market players proved critical in addressing the crisis.  Cavanagh will address the role of efficiency programs and these partnerships in averting disaster and the increasingly central role that partnerships are playing in successful efficiency programs, particularly those utilizing market transformation strategies.  


10:20 am to 11:50 am

Concurrent Session I



Regional Roundup:  Partnerships for Market Transformation

Moderator:      Marc Hoffman, Consortium for Energy Efficiency

Presenters:      Sue Coakley, Northeast Energy Efficiency Partnerships

                           Andrew Fisk, New York State Energy Research & Development Authority

                           Fred Lynk, Public Service Electric & Gas

                           Karen Radosevich, Entergy

                           Alecia Ward, MidwestEnergy Efficiency Alliance

                           Margie Gardner, Northwest Energy Efficiency Alliance

                           Howard Geller, Southwest Energy Efficiency Project

                           Steve McCarty, Pacific Gas & Electric


Description:    Partnerships are vital to the success of market transformation programs. This session will provide a composite snapshot of various U.S. program administrators’ recent experiences with partnerships as a programmatic strategy.  Speakers from around the country will review the status of their programs, discuss the role of partnerships in these programs, and present lessons from their key experiences. Come learn about the range of energy efficiency efforts with a highlight on the role of partnering.


Discussion Topics:

  • How has ENERGY STAR facilitated partnerships?
  • When are partnerships absolutely critical to success?
  • What are the prerequisites for pursuing partnerships?
  • What is the role of regional and national coordination in successful partnerships?


10:20 am to 11:50 am

Concurrent Session I


Federal Energy Policy: What’s Happening with the Energy Bill and How Will This Affect Local Programs?

Moderator:       Kara Rinaldi, Allianceto Save Energy

Presenters:      Brian Hannegan, Senate Energy Committee

                          Steve Nadel, American Council for an Energy-Efficient Economy


Description:    Energy legislation is again moving in the U.S. Congress after failure to pass an energy bill in 2002. This session will update participants on the pending federal energy bill and discuss how the present bill could affect local energy efficiency programs. Speakers will address the status and schedule for the bill, best estimates of the efficiency-related provisions likely to be included in the bill, and how local program operators can leverage these provisions to achieve substantial energy savings.


Discussion Topics:

  • What are the prospects for other efficiency-related provisions?
  • What opportunities will the bill create for local programs?
  • How can local programs take advantage of these opportunities?


1:30 pm to 3:00 pm

Working Session I


R1: Increasing Efficient Appliances in New Homes:  Views from the Field

Facilitator:       Glenn Reed, Northeast Energy Efficiency Partnerships

Presenters:      Rebecca Foster, Consortium for Energy Efficiency

                          Jerry Rose, General Electric

                          Aprille Soderman, Connecticut Light and Power


Description:    This session will identify the top-performing home products by category (including appliances and water heaters) and introduce new approaches to promoting such products in the new construction market, with a focus on appliances.  Attendees will learn about new approaches being pursued by the leading manufacturer supplier to the new construction market and hear valuable lessons learned from a highly successful ENERGY STAR Homes program that includes appliances.


Discussion Topics:

  • What are the potential approaches for efficiency programs to pursue?
  • Initial feedback on the new construction strategies discussed, implications for retail, influence on the home design community, etc.
  • How can appliances in new construction be addressed without the infrastructure of a new homes program?
  • How could these new construction approaches be piloted/integrated with existing programs?
  • Feedback on ENERGY STAR water heaters plans.

3:30 pm to 5:00 pm

Working Session II


R2: Enhancing the Market Presence of Residential Lighting

Facilitator:      Kelly Gordon, Pacific Northwest National Laboratory

Presenters:    Terry McGowan, American Lighting Association

                         Rebecca Foster, Consortium for Energy Efficiency


Description:    This working session will update attendees on the status of the National Lighting Fixture Design Competition, as well as two state-level efforts, and resulting changes in the lighting fixture industry. The objective is to enable participants to make appropriate program design changes to leverage movement in the market generated by the competitions.


Discussion Topics:

  • Potential for the design competitions to increase the availability of ENERGY STAR fixtures.
  • Potential for the design competitions to increase the style and price variety of ENERGY STAR fixtures.
  • Role of non-fluorescent light sources in energy-efficient lighting.
  • New channels of support for new construction markets.
  • Promoting competition winners in lighting and new construction markets.



1:30 pm to 3:00 pm

Working Session I


C1: Benefits of Smart Lighting for the Workplace

Facilitator:       Sarah Dagher, Northeast Energy Efficiency Partnerships

Presenters:      Jim Benya, Benya Lighting Design

                           Carol Jones, Pacific Northwest National Laboratory


Description:    This session will educate the audience on the advantages and opportunities that exist for specifying smart lighting – efficient lighting products and efficient design – to save energy and provide other non-energy benefits in work spaces. Trends in commercial lighting will be discussed, including the newest lighting technologies, lighting controls, and efficient design. The preliminary results of the Light Right Consortium’s research to quantify the economic and productivity benefits of proper lighting will be presented. 


Discussion Topics:

  • How can the newest lighting trends be integrated into energy efficiency programs?
  • What issues need to be considered in order to integrate new lighting technologies into energy efficiency programs?
  • How can we get beyond the perception that lighting controls don’t work well?
  • What are the barriers to specifying smart lighting?
  • How can we work together to promote smart lighting? 

3:30 pm to 5:00 pm

Working Session II


C2: Improving Existing Building Performance and Efficiency through HVAC O&M and Retrocommissioning

Facilitator:        Rachael Shwom, Consortium for Energy Efficiency

Presenters:      Jennifer Thorne, American Council for an Energy-Efficient Economy

                           Pete Jacobs, Architectural Energy Corporation

                           Ed McGlynn, NSTAR


Description:      Small HVAC operations and maintenance and building retro-commissioning represent two opportunities to garner sustainable energy savings and improve performance in existing commercial buildings. This session will introduce the audience to these practices; present potential energy savings and costs; and discuss non-energy benefits, such as improved ventilation and increased human comfort and productivity.  The benefits and challenges to implementing programs that promote these practices will also be explored. Several new programs to promote these opportunities will be discussed.


Discussion Topics:

  • What are the advantages and disadvantages of retrocommissioning buildings? 
  • HVAC systems?
  • What are some of the challenges that program managers have encountered?
  • What kind of response has been seen from end-users?
  • What sectors are most interested (schools? government?)?


1:30 am to 3:00 pm

Working Session I


I1: How to Support Motor Vendors and Distributors that Offer Value-Added Services

Facilitator:             Ted Jones, Consortium for Energy Efficiency

Presenters:           Jon Linn, Northeast Energy Efficiency Partnerships

                                Robert Berry, Rockwell Automation

                               Linda Raynes and Bill Nielsen, EASA


Description:    This session will bring market transformation administrators up-to-date on programs designed to promote motor management practices.  The session will describe what program offerings are available to motor vendors and distributors and how they are being supported.  A motor manufacturer and a motor service center industry representative will be asked to give their views on current market opportunities for motor management services.  Discussion will focus on what successful strategies to promote adoption of motor management services should look like in the future. 


Discussion Topics:

  • How valued/desirable are these services to C&I customers?
  • What is the energy savings potential associated with motor management and planning?
  • Which aspects of motor management can be measured?  Which can’t?
  • What are the best program strategies for supporting vendors and distributors’ efforts to offer motor management?
  • What particular market segments most need to adopt motor management and planning?

3:30 pm to 5:00 pm

Working Session II


I2: Innovative Program Designs to Tap Energy Savings in the Water and Wastewater Sector

Facilitator:       Neal Elliott, American Council for an Energy-Efficient Economy

Presenters:      Kevin James, Allianceto Save Energy

                          Ted Jones, Consortium for Energy Efficiency

Discussants:   Joseph Visalli, New York State Energy Research & Development Authority

                         Jerry Higgins, Blacksburg, Christiansburg, VPI Water Authority


Description:   The water and wastewater sector presents tremendous energy savings opportunities and a host of non-energy benefits. The session will highlight a survey of CEE member programs targeting this sector with insights into program commonalities, strengths, and weaknesses. In addition, a national roadmapping effort led by ACEEE and the Alliance to Save Energy, and an R&D roadmapping effort by AWWARF will be discussed. The discussion will focus on key strategies to further improve energy efficiency in the sector, future program needs and directions, and potential strategies for moving forward on a national framework.


Discussion Topics:

  • What are the barriers to realizing more efficient water and wastewater facilities?
  • How should programs balance competing program demands for water supply, demand reductions, or wastewater treatment?
  • What approaches to this market seem to be particularly effective: comprehensive focus, system focus, or component focus?
  • What are the one or two leverage points in this market that MT-sponsored programs should focus on to really make a difference?
  • What kind of industry support is available from product manufacturers and service providers?


1:30 pm to 3:00 pm

Working Session I


E1: Standardizing Approaches to Market Transformation Evaluation Practices

Facilitators:      Elizabeth Titus, Northeast Energy Efficiency Partnerships

                           Monica Nevius, Consortium for Energy Efficiency

Presenters:      Lisa Shea, NSTAR      

                           Marian Brown, Southern CaliforniaEdison

                           Mimi Goldberg, KEMA-XENERGY


Description:    There are many approaches to cost-effectiveness evaluation of market transformation programs. Models have been developed for the Californiautilities and the Northwest Energy Efficiency Alliance as well as the Northeast Energy Efficiency Partnerships, and others are under consideration. This session will explore the history of cost-effectiveness evaluation of energy efficiency programs, assess the current state of such evaluation, and gauge where it is heading for the future. Speakers will provide a brief background on the many approaches to cost-effectiveness evaluation and open up a discussion about the issues and needs of various organizations (regulatory, utility, and others) for measurements of cost-effectiveness.


Discussion Topics:

  • Why have so many entities created their own approaches? Are these approaches substantially different?
  • What are the prospects for standardizing approaches to MT evaluation and what value  might this have for regulators, utilities, and other organizations?
  • What problems can we identify in the existing approaches? 
  • Are the existing approaches satisfactory for current conditions, and can they be put into practice easily?
  • Is the information required by existing approaches obtainable?
  • How many evaluation approaches does the energy efficiency community really want to see in use?

3:30 pm to 5:00 pm

Working Session II


E2: Collaborative Measurement of Market Penetration: The Trade Organization Perspective

Facilitators:       Monica Nevius, Consortium for Energy Efficiency

                            Elizabeth Titus, Northeast Energy Efficiency Partnerships

Presenters:      Jill Notini, Association of Home Appliance Manufacturers

                           Dee Zamora, National Electrical Manufacturers Association


Description:   Utilities and other energy efficiency organizations have increasingly been trying to track market penetration of energy-efficient products as part of their efforts to evaluate market transformation programs.  High-quality market penetration data are extremely useful to this end, but challenging to collect. Collaborating on tracking efforts is one way to address this challenge.  Collaboration can enable organizations to realize efficiencies, reducing their data collection costs while often resulting in their obtaining better quality data than they might be able to collect on their own.  One collaborative strategy that is currently under consideration is for utilities and other organizations to work together with trade organizations that routinely collect and report information from their members. In this session, two speakers from trade organizations will share their insights and the lessons they have learned about collecting and reporting information about market penetration from their members.  Their presentations will include their organizations’ perspectives on efficiency program needs for appliance market penetration data, and how their members view the market penetration tracking efforts that they themselves undertake.


Discussion Topics:

  • Market penetration tracking by trade organizations: what’s in it for their members?
  • Constraints on data collection and impediments to the release of market penetration data by trade organizations.
  • Potential drawbacks to trade organizations’ tracking market penetration.
  • Needs of utilities and other organizations tracking market penetration compared to needs of trade organizations.
  • Potential synergies between trade organizations’ and utilities’ market penetration tracking efforts and needs.

1:30 pm to 3:00 pm

Working Session I



Multi-Family Housing and Energy Efficiency: Where Are We Going?

Facilitator:        Stephanie Jones, Consortium for Energy Efficiency

Presenters:      Michael Freedberg, U.S.Department of Housing and Urban Development

                          David Lee, U.S.Environmental Protection Agency


Description:    EPA, DOE, and HUD recently signed a Memorandum of Understanding (MOU) to cooperatively encourage more widespread use of ENERGY STAR products in HUD’s inventory of public, assisted, and insured housing, including ENERGY STAR- labeled homes.  In theory, such a partnership will result in benefits to both the ENERGY STAR program and the affected HUD programs, as they work toward common goals. However, successfully implementing such cooperative activities on a large scale will be challenging.  It will require parties on both sides to work outside their normal bounds.  Yet the rewards for successfully meeting these challenges will be great. Learn how HUD intends to implement its Energy Action Plan in cooperation with DOE and EPA through the recently signed MOU.


Discussion Topics:

  • How can the multi-family sector apply the ENERGY STAR brand to improve the overall energy efficiency of its housing stock?
  • What other options is EPA considering to extend the ENERGY STAR brand to the multi-family sector?
  • What are potential roles for local efficiency programs working with ENERGY STAR in the multi-family sector?
  • Participant feedback on these options.

3:30 pm to 5:00 pm

Working Session II


The Role of Non-Energy Benefits in Transforming Markets

Facilitator:        Sandy Smith, American Council for an Energy-Efficient Economy

Presenters:      Nehemiah Stone, Heschong-Mahone Group

                          Elizabeth Hicks, KEMA-XENERGY


Description:    The purpose of this session is to illustrate how the non-energy benefits of energy efficiency can be drivers of energy efficiency programs. Speakers will present a number of innovative programs that have combined energy savings with non-energy benefits to achieve greater momentum in the market. Challenges to these programs, such as legislative mandates and regulatory requirements, will also be explored.


Discussion Topics:

  • What are the difficulties in developing these programs relative to more traditional programs focused on energy savings?
  • What is the optimal mix of non-energy and energy benefit information in marketing products and services?
  • How can funding and administrative processes that have been designed to focus on and deliver energy efficiency incorporate non-energy benefits as part of the program?



Tuesday, April 15

8:00 am to 9:30 am

Plenary Session II


Portfolio Management: Energy Efficiency as a Resource in Restructured Markets

Moderator:      Marty Kushler, American Council for an Energy-Efficient Economy

Presenters:     Cheryl Harrington, Regulatory Assistance Project

                          Frank Spasaro, Sempra Energy Utilities


Portfolio management has become a hot topic of discussion in restructured electricity markets. What exactly is portfolio management and what is its potential as an energy resource? What are the advantages and disadvantages of portfolio management relative to business-as-usual? Who is trying this approach and where can it be effective?  The presenters will answer these questions and explore the relationship between market transformation and portfolio management. Join us as we learn more about this opportunity and find out why it is brewing so much excitement in the energy efficiency community.   

9:50 am to 11:20 am

Concurrent Session II


The Power of National Branding

Moderator:      Ed Wisniewski, Consortium for Energy Efficiency

Presenters:    Tom Zara, Interbrand

                         Frank Dixon, Innovest Strategic Investment Advisors


Description: In the current environment, commercial and industrial (C&I) energy efficiency programs largely focus on measures implemented in individual buildings, including many customized program measures.  Such programs often provide substantial benefit to an individual customer; however, these programs provide limited impetus for long-term structural changes in support of ongoing C&I energy management. This situation presents the energy efficiency community with a significant opportunity to refocus its message and identity to achieve greater market impact.  This session will highlight the merits of national branding and provide evidence of the significant benefits experienced by organizations associated with a prominent national brand, ENERGY STAR.  A discussion will then be held to entertain questions on branding concepts, explore details of brand valuation, and identify natural linkages to local and regional programs and local brands such as Focus on Energy and Energy $mart.


Discussion Topics:

  • How could an individual program benefit from linking to a national brand?
  • What types of programs could be best served by linking to a national brand and why?
  • What industries and/or types of C&I customers might first be targeted by program administrators and why?
  • What enhanced market value would the ENERGY STAR program likely experience from broad based participation?
  • How can local and national brands best work together?

9:50 am to 11:20 am

Concurrent Session II


Taking Up the Slack: The Need for State Leadership on Energy Efficiency Policy

Moderator:       Julie Michals, Northeast Energy Efficiency Partnerships 

Presenters:      Paul DeCotis, New York State Energy Research& Development Authority

                           David Terry, National Association of State Energy Officials

                            Alecia Ward, Midwest Energy Efficiency Alliance

                           David Eijadi, The Weidt Group

Description:    This session will highlight what leading states can do for energy efficiency policy. Experts from New York, Minnesota, and Oregonwill describe what these leading states are doing on a broad array of efficiency policies, including but also beyond market transformation.  It will provide practical ideas for efficiency policy initiatives, such as appliance standards, building codes, smart growth, vehicle carbon emission regulations, facility and fleet management, public benefits programs, and tax and other financial incentives.


Discussion Topics:

  • What are other states doing in the area of energy policy?
  • What are the opportunities for state leadership in a time of federal quiescence on energy policy?
  • What are the key drivers of action on energy efficiency for the states?  Economics? Pollution reductions? Public health?


1:00 pm to 2:30 pm

Working Session III


R3: New Home Labeling: Going Beyond Energy Efficiency

Facilitator:       Phil Mihlmester, ICF Consulting

Presenters:     Sam Rashkin, U.S.Environmental Protection Agency

                          Marc Richmond, City of Austin Green BuildingProgram


Description:    Since its launch in 1996, EPA’s ENERGY STAR Homes program has gained significant momentum in many housing markets with more than 100,000 labeled homes. During this same period, many regional ENERGY STAR and green building initiatives have been developed that go beyond energy benefits to ensure consumers healthy, comfortable, and durable homes with resource-conserving features. Although ENERGY STAR has focused on energy savings, participating builders are beginning to ask for more quality differentiation as market penetration of ENERGY STAR Homes increases and as issues of indoor air quality and mold liability hit the mainstream. These different program types share common objectives, but they differ in technical approach. This session explores how these programs are likely to evolve and whether ENERGY STAR and green building programs can collaborate to achieve greater market transformation impact.


Discussion Topics:

  • What are the benefits and limitations of incorporating ENERGY STAR into green building program requirements?
  • Can non-energy features such as mechanical ventilation be specified in future ENERGY STAR program requirements without complicating the brand promise?
  • What are the pros and cons of a suite of complementary single-attribute labels (e.g., energy, IAQ, resource conservation) versus a single multi-attribute “green” label?
  • How do these alternative approaches impact program implementers/designers, builder participants, and consumers?
  • Are there enough data available to quantify the benefits of non-energy measures and justify additional program costs?

2:45 pm to 4:10 pm

Working Session IV


R4: Raising the Bar: Better Improvements in Existing Homes

Facilitator:        Rebecca Foster, Consortium for Energy Efficiency

Presenter:        Mike Rogers, MSI Consulting

Discussants:    Andrew Fisk, New York State Energy Research & Development Authority

                           Marci Sanders, Northwest Energy Efficiency Alliance

                           Jerrel Gustafson, Austin Energy


Description:    Recognizing the enormous potential for savings in existing homes, a variety of programs currently underway demonstrate the possibilities for delivering more effective improvements in existing homes. This session will introduce several promising efforts in the HVAC and whole-house arena, including Home Performance with ENERGY STAR-participating programs and other approaches in use around the country. The presenter will summarize the basics of each program. Managers from several programs will then comment on some of the key challenges and opportunities from their experiences.


Discussion Topics:

  • Is there sufficient capacity of competent service providers? If so, how was it identified? If not, how is capacity developed? What standards are used?  How do contractors receive training?
  • How do you address high entry barriers for contractors, including training and equipment? How viable is the business model for contractors?  How do the practices carry over from the “program” to the contractors’ normal business?  How is sustainability encouraged?
  • How aware are consumers of the need for, and the availability of, improvement services? How often are recommended measures implemented?  At what cost?  At what savings?
  • What are the most illuminating results and lessons learned?

1:00 pm to 2:30 pm

Working Session III


C3:  Making the Connection: How New Construction Programs Can Benefit from the ABG and LEED Programs

Facilitator:        Denise Rouleau, Consortium for Energy Efficiency

Presenters:      Jeff Johnson, New Buildings Institute

                          Michael McAteer, National Grid USA


Description:   Explore the opportunities for commercial programs to integrate the Advanced Building Guidelines (ABG) to achieve enhanced energy savings and to leverage interest in the Leadership in Energy and Environmental Design (LEED) program. Specific topics will include the status of ABG and LEED, the potential role of ABG in commercial programs, a summary of states and other entities requiring LEED certification, a review of incentive strategies fostering these efforts, and examples of how energy efficiency programs are interacting with LEED in the marketplace.


Discussion Topics:

  • What are the benefits/challenges and barriers to incorporating ABG into programs?
  • What are the benefits/challenges and barriers to leveraging the LEED program?
  • Are the suggested strategies feasible?  What are the constraints?
  • Identify other strategies for incorporating the ABG into energy efficiency programs.

2:45 pm to 4:15 pm

Working Session IV


C4: Improving Productivity in Commercial Buildings

Facilitator:      Harvey Sachs, American Council for an Energy-Efficient Economy

Presenters:      Dave Hewitt, Northwest Energy Efficiency Alliance

                         Beran Gurtekin-Celik, Carnegie Mellon University


Description:    Current research links human performance with various building features. This session will summarize key research results and case studies on productivity as it relates to energy-using building systems including ventilation, HVAC controls, daylighting, and lighting design.  The speakers will introduce a new financial modeling tool based on their research and discuss an approach for moving productivity-related information into the building design and management community.


Discussion Topics:

  • How can productivity related information support energy efficiency objectives?
  • What are the potential roles for utilities and market transformation organizations in taking productivity research to a pragmatic “business case” level?

1:00 pm to 2:30 pm

Working Session III


 I3: Energy Efficiency in the Agricultural Sector: A New Market Transformation Opportunity?

Facilitator:        Glee Murray, American Council for an Energy-Efficient Economy

Presenter:        Elizabeth Brown, American Council for an Energy-Efficient Economy

Discussants:    Alecia Ward, MidwestEnergy Efficiency Alliance

                           Bob Helm, Northwest Energy Efficiency Alliance


Description:      This working session will examine the energy needs of the agricultural community, availability of savings opportunities, and activities that are currently underway. The speaker will give a background on energy programs in agriculture and an overview of where USDA is attempting to help increase energy savings on farms. Group discussion will result in an outline of the opportunities and goals for market transformation in the agricultural sector.


Discussion Topics:

  • Focus question: Will a market transformation approach work in this sector?
  • What is the goal of market transformation for this sector?
  • What types of initiatives would be successful in this sector?
  • Do MT programs have what is needed to deliver service to the agricultural sector?
  • Are there specific aspects of the industry that should be targeted for market transformation?
  • Who are the partner groups?
  • Should programs partner with rural groups to facilitate delivery of energy efficiency programs?

2:45 pm to 4:15 pm

Working Session IV


I4: Management Practices for Energy Efficiency: Corporate and Plant Decision Making

Presenters:      Bob Helm, Northwest Energy Efficiency Alliance

                           Jonathan Jutsen, EnVINTA


Description:    This session will provide insight into decision processes and how corporate profitability, budget, timing, and strategic plans impact the decision process for energy efficiency projects. We will explore why organizational processes are key to a sustainable energy management program, why corporations must view energy as a business issue linked to business systems, and how corporate priorities and financial obstacles impact energy efficiency decisions.


Discussion Topics:

  • What are current corporate priorities (security, expansion, new technology, power reliability, and power quality) for industrial market segments?
  • What is the priority for energy efficiency?
  • What has worked to overcome barriers to implementing energy efficiency projects?


1:00 pm to 2:30 pm

Working Session III


E3: Sector-Based Market Transformation: Putting Research Into Practice

Facilitator:        Sandy Smith, American Council for an Energy-Efficient Economy

Presenters:      Dave Hewitt, Northwest Energy Efficiency Alliance

                           Mimi Goldberg, KEMA-XENERGY


Description:       This session will describe several recent experiences using research findings to develop and refine sector-based market transformation strategies. First, Dave Hewitt of the Northwest Alliancewill discuss how its research into the specific market segments has resulted in new approaches designed to get additional energy savings. These approaches rely on customized marketing strategies and messages combined with technology and/or design approaches specific to the market segment.  Dr. Mimi Goldberg will then describe research in Wisconsinconducted in parallel with program launch and continuation. This research is being used to improve and potentially substantially modify existing programs. 


Discussion Topics:

  • How can efficiency programs use the new market research to improve resource acquisition programs?
  • Where are the market leverage points to get additional energy savings?
  • What research methods are best suited to each strategy?

2:45 pm to 4:15 pm

Working Session IV


E4: Art vs. Science in Establishing Market Transformation Program Incentive Levels

Facilitator:        Marc Hoffman, Consortium for Energy Efficiency

Presenters:      Paul DeCotis, New York State Energy Research & Development Authority

                           Elly Valas, North American Retail Dealers Association


Description:    Many energy efficiency program implementers use financial incentives to spur sales and purchase of energy-efficient equipment. While some data is available to determine efficiency levels and incremental cost (i.e., the “science”), there is no standard for determining the most appropriate dollar incentive, and different decisions have been made by implementers depending on their objectives for the programs they offer (i.e., the “art”). The sharing of information and discussion around this topic will be useful to organizations considering new incentive programs as well as those who are currently implementing programs offering incentives as a part of the program strategy.  Speakers will explore the following topics:


Discussion Topics:

  • How, and for what purpose, do program sponsors’ use rebates and other financial incentives to spur program activity?  How are financial incentives viewed by product and equipment manufacturers?
  • Depending on the objective (e.g., launching new product, increasing market share, moving inventory, etc.), how are incentive levels set?  Does the program’s objective influence the incentive level and should incentives be set differently for market transformation programs than for resource acquisition programs?
  • How do you know if you have set the “right” incentive to meet your objective (too much, too little, just right)?
  • What should energy efficiency program implementors consider when designing incentive programs in the future?

1:00 pm to 2:30 pm

Working Session III


The Technical and Economic Potential for Energy-Efficient Products and Services

Facilitator:        Rafael Friedman, Pacific Gas & Electric Company

Presenters:      Phil Mosenthal, Optimal Energy

                           Fred Coito, KEMA-XENERGY


Description:   This session will explore the potential of the most promising energy-saving measures and introduce possible approaches to accelerating market introduction. Recent studies estimating the technical and economic potential for increased energy efficiency will be presented to highlight goals of the studies, methods, data used, and key results. Speakers will characterize top opportunities for efficiency in terms of market relevance, savings potential, and likely market reaction without market intervention. Using this information, speakers and attendees will address opportunities to accelerate market acceptance of these top measures.


Discussion Topics:

  • What are the major differences between national and state-level studies?
  • Results of studies relative to recent consumption or other trends.
  • What are the implications of study results for energy efficiency programming?
  • What is the potential for coordinating efforts, increasing compatibility, etc.?

2:45 pm to 4:15 pm

Working Session IV


RTO Pricing: Implications and Opportunities for Energy Efficiency

Facilitator:       Ed Wisniewski, Consortium for Energy Efficiency

Presenter:       Richard Sedano, Regulatory Assistance Project

                         David Kathan, Federal Energy Regulatory Commission


Description:    With the deregulation of generation in many U.S. markets, the relative importance of transmission system constraints and pricing policies has increased. In July 2002, the Federal Energy Regulatory Commission (FERC) issued a Notice of Public Rulemaking to enable open market access and standard market design (SMD).  Two of the seven major elements of the FERC’s SMD include “Congestion Management through Locational Marginal Pricing,” and the “Resource Adequacy Requirement.”  Enter the role of efficiency and resource acquisition programs.  This session will highlight the dramatic changes facing Regional Transmission Organizations and identify efforts in New England to recognize the role and value of Energy Efficiency/Resource Acquisition Programs in congested locations.  The session will also address results from “demand response” pilot efforts in New England and include a discussion of opportunities for efficiency programs to coordinate with RTOs to accomplish mutual objectives.


Discussion Topics:

  • Does development of an “Integrated Transmission Resource Plan” make sense for the various RTOs?
  • Where do the State Public Utility Commissions stand on this topic?
  • What level of financial investment might be achievable from offsets of transmission upgrades?
  • What enhancements/prerequisites might be necessary to refine program delivery to transmission-constrained areas?
  • What is the audience’s experience in tracking transmission impacts attributable to efficiency programs?
  • What level of increased customer sensitivity might be achieved from higher pricing signals for transmission resources?  How might this be utilized in conjunction with efficiency program objectives?