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Home My WebLink About03-30-06 C&C Committee PacketOTAY WATER DISTRICT COMMUNICATIONS COMMITTEE MEETING and SPECIAL MEETING OF THE BOARD OF DIRECTORS 2554 SWEETWATER SPRINGS BOULEVARD SPRING VALLEY, CALIFORNIA General Manager Conference Room Thursday March 30, 2006 11:30 A.M. This is a District Committee meeting. This meeting is being posted as a special meeting in order to comply with the Brown Act (Government Code Section §54954.2) in the event that a quorum of the Board is present. Items will be deliberated, however, no formal board actions will be taken at this meeting. The committee makes recommendations to the full board for its consideration and formal action. AGENDA 1. ROLL CALL 2. PUBLIC PARTICIPATION - OPPORTUNITY FOR MEMBERS OF THE PUBLIC TO SPEAK TO THE BOARD ON ANY SUBJECT MATTER WITHIN THE BOARD'S JURISDICTION BUT NOT AN ITEM ON TODAY'S AGENDA INFORMATION /ACTION ITEMS 3. REVIEW AND DISCUSS DEVELOPMENT ON THE 2006 CONSUMER CONFI- DENCE REPORT (BUELNA) [10 minutes] 4. REVIEW AND DISCUSS THE 2006-2007 CUSTOMER SATISFACTION AND AWARENESS SURVEY TIMELINE AND INVITATION TO BID (BUELNA) [10 minutes] 5. REVIEW AND DISCUSS BREAKFAST AND BRIEFING PLAN (BUELNA) [10 minutes] 6. ADJOURNMENT BOARD MEMBERS ATTENDING: Mark Robak, Chair Larry Breitfelder All items appearing on this agenda, whether or not expressly listed for action, may be deliberated and may be subject to action by the Board. If you have any disability that would require accommodation in order to enable you to participate in this meeting, please call the District Secretary at 670-2280 at least 24 hours prior to the meeting. Certification of Posting ! certify that on March 27, 2006, I posted a copy of the foregoing agenda near the regular meeting place of the Board of Directors of Otay Water District, said time being at least 24 hours in advance of the meeting of the Board of Directors (Government Code Section §54954.2), Executed at Spring Valley, California on March 27, 2006. Connie Rathbone, Assistant District Secretary AGENDA ITEM 3 STAFF REPORT TYPE MEETING: Communications Committee SUBMITTED BY: Armando Buelna Communications Officer APPROVED BY: SUBJECT: 2006 Consumer Confidence Report MEETING DATE: W.O./G.F NO: 3/30/06 DIV. NO, All GENERAL MANAGERS RECOMMENDATION: That the Communications Committee review and provide direction on the development of the 2006 Otay Water District Consumer Confidence Report. PURPOSE: To solicit input/direction of the Communications Committee on the Otay Water District 2006 Consumer Confidence Report. BACKGROUND: In 1996, Congress amended the Safe Drinking Water Act, adding a requirement that water systems deliver to their customers* a brief annual water quality report. This requirement is also found in the California Health and Safety Code Section 116470 (Title 22, Chapter 15, Article 20, effective May 26, 2001). The annual report may also be called a Consumer Confidence Report (CCR), a Water Quality Report or some other title to catch the customer's attention. The rationale for CCRs is that consumers have the right to know what is in their drinking water and where that water comes from. The reports are intended to help consumers to make informed choices that affect the health of themselves and their families. The reports also encourage consumers to consider the challenges of delivering safe drinking water, since educated consumers are more likely to help protect their drinking water sources and to understand the true costs of safe drinking water. * A "customer" is defined as anyone that has a service connection to which water is delivered by a community water system or a person that receives water from a nontransient-noncommunity water system for more than six months of the year. The CCR is based on calendar-year data and must include information on the source water, the levels of any detected contaminants, compliance with drinking water regulations, plus some educational material. The CCR must be delivered to consumers annually by July 1st. Authors of the law recognized that reports that contain too much information or that are full of technical jargon can discourage consumers from learning about their drinking water. They, therefore, recommend that water quality reports be easy to read and understand, contain useful information, and "fit on a few sheets of paper." On the other hand, the state also dictates that CCRs shall contain specific language as set forth in Section 64481 of the Health and Safety Code. This required language unfortunately reduces the space available for other messages, unless additional pages are added. The OWD's recently completed Customer Satisfaction and Awareness Survey asked a random sample of our customers if they ever read the CCR. Approximately, 38 percent of respondents indicated that they had read the consumer confidence report, while 62 percent said they had not (see attachments A). If they answered yes, the consultant then asked what is one area the OWD could improve upon to make the report more useful (Open-ended comments Attachment B). While some of the comments appear to be directed at the Customer Pipeline newsletter, common suggestions appear to desire more clarity, conciseness, visuals, and more useful information. In 2004, staff modified the format of the CCR. The format was changed from two 17" x 11" sheets of gloss paper to one sheet of 25.5" x 11" dull gloss paper. This change reduced the number of sheets of paper used and saved approximately $3,500 in printing costs. The OWD's CCR is very basic when compared with those of neighboring water agencies. This is intentionally so. Customers regularly question the need for this report, and raise concerns if the report is looks costly to produce. The OWD's report was intended to meet the letter of the law and provide useful information with a minimum of frills. Staff recommends continuing to produce a single-page, tri- fold (25.5" x 11") report, but making better use of color and graphics. The result will be a more attractive document with a minimal increase in cost (the overall cost to create and distribute the CCR will increase in 2006 due to our growing customer base and increased postage rates over 2005. More graphics or photos will require some redesign of the CCR). Attached are printing estimates should your committee choose to add additional pages or change the format of the CCR (Attachment C). While the cost per extra sheet is small, when multiplied by our large customer base, the cost increases significantly. Moreover, multi-page documents may require additional processing, such as tab end stops or staples to keep the pages together, which also add cost. If the pages are designed to lay flat, increased postal charges also apply. On a final note, the 2002 CCR included references to fluoridation of water. This was removed from the 2003 CCR. While the MWD Board of Directors voted to begin converting their treatment systems in 2003, they noted the fluoridated water would not be delivered until 2006 or 2007. As a proactive step, staff recommends including information on fluoridation in the 2006 CCR since this will likely begin occurring in the next few years. FISCAL IMPACT: Staff's recommendation is covered in the 2006 budget with some minor reallocation of resources. STRATEGIC GOAL: Enhance customer satisfaction LEGAL IMPACT: None General Manager Attached Attachment A - Excerpts from the 2006 Customer Satisfaction and Awareness Survey Attachment B - 2006 Customer Satisfaction and Awareness Survey- Open-Ended Responses CCR Printing/Postage Estimate - Attachment C • Attachment A f* * Chart 19 Read Annual Consumer Confidence Report (Among those who pay own water bill, A/=339j Yes 27 Q9g.[IF Q9e and Q9f BOTH =1- GONE UP, N=36:] Which increase do you believe has been larger sewer, water, both equally, or are you not sure?* [REVERSE 1-2 ONLY] Valid Cumulative Frequency Percent Percent Percent Valid Missing Total 1 SEWER 2 WATER 3 BOTH EQUALLY 4 NOT SURE Total 8 NOT ASKED 16 7 5 8 36 314 350 46 2.0 1.4 23 10.3 89.7 1000 44.4 19.4 13.9 222 1000 44.4 639 778 100.0 Q9h.Do you read the newsletter that comes in the mail with your monthly water bill every time, most times, sometimes, or never? Valid Cumulative Frequency Percent Percent Percent Valid Missing Total 1 EVERY TIME 2 MOST TIMES 3 SOMETIMES 4 NEVER Total 8 NOT ASKED 41 62 140 96 339 11 350 11.7 17.7 400 274 96.9 31 100.0 12.1 183 41 3 28.3 1000 121 30.4 71.7 100.0 Q9i.The Otay Water District provides each customer household with an annual Consumer Confidence Report before July 1st of each year. Have you ever read this report? Valid Cumulative Frequency Percent Percent Percent Valid Missing Total 1 YES 2 NO 9 DK/REF Total 8 NOT ASKED 121 197 21 339 11 350 34.6 563 60 969 31 100.0 35.7 581 62 1000 35.7 938 100.0 Q9j. [IF YES, N=121:] What is one area the Otay Water District could improve upon to make the report more useful to you? [see Open-End Responses for verbatim list] \fc Otay Water District Survey (August 2005) Social Science Research Laboratory, SDSU A10 Attachment B Otav Water District Survey (San Diego County, August 2005) OPEN-END RESPONSES (Numbers in parentheses indicate frequency) Q9j. What is one area the Otay Water District could improve upon to make the report more useful to you? add information attachment for only my area be more clear with the information provided break it down a little differently: simplify, or have long version along with short summary for people who don't read long version bulleted points would be faster bulleted summary on first page compare water supply in other areas: price of water in Los Angeles, etc. concise bulleted statements' easier to read than elaborated version don't make so lengthy: too much information; simplify information give information about why different contaminants are in the water or how they will stop them from being in the water give practical information on water-saving plants: specific types of plants to buy that look nice have outside source gather, look, and present data to the Water District and to the people who use the water include information about landscaping, watering, etc. information on capacity of water reservoirs keep it short and concise: too lengthy less B.S., more honesty less technical wording let me know how much I'm saving long range projection: water supply and prices in 10 years mail separately, not with bill make it a monthly report make it more frequent make it more visual: better graphics make it stand out more from the other fliers make more concise: add bullets, highlight main points make report more believable: restore confidence in report and the people who write it more comparisons with other agencies more graphs more graphs and charts more information about how to conserve water more pictures provide customer with foundation to understand what they are looking at: clarification of terminology, processes report dealings of the district truthfully so I would have confidence in the report send report in Spanish: very important information on the chemical content of the water, can't read it all stop boasting and touting of accomplishments by "head guy" of Water District tell me that they have reduced rates too long: summarize it more No response (85) Otay Water District Survey (August 2005) B1 Social Science Research Laboratory, SDSU 8in CJ R 3J3U CO 4-1 4-1 <.i e « em IgsO U OH ?*k. 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"co" oT73 CDQ.'^ — ' g 0 CO I\D &> _,. cn O) bo o KDCO <fi _t o "co — L bo I\3"o O0 b0 •£» hOoo ToCO01 b0 — 1 o •b05CQCD O Q. & 5 0 So «* _,. — L "^00 bo p 00 w oo co0 b>o •60 I\3 0o0 bo •ee M "coCO00 O5 0 O 05CQCD ^n^o a. l\3Ol Ol L 0 O5 6ft •xj o>COro bo p 00 w _oo coo bo ro oo0 bo •C0 _! 00 roro cno H ^(B •D Q) (Q(D D 30 (A 5' 3 Q.8C 3 3 T3 2. ^. i mw a(D * TJOJ2- IQ(D H 1 O I(A } ^T*» HB ^ P+ (Q •oCD O(A ST (Q (D IB> 3a ^J3 (Q 2 (D O O13 Is1 CD i-* 3 3'a(D 3O AGENDA ITEM 4 STAFF REPORT TYPE MEETING: Communications Committee MEETING DATE: 3/30/06 SUBMITTED BY: Armando Buelna/fj' W.O./G.F. NO: DIV. NO. All Communications Officer APPROVED BY: SUBJECT: 2006-2007 Customer Satisfaction and Awareness Survey GENERAL MANAGER'S RECOMMENDATION: That the Communications Committee review the 2006-2007 Customer Satisfaction and Awareness Survey Timeline and Invitation to Bid. PURPOSE: To solicit input of the Communications Committee on the 2006 2007 Customer Satisfaction and Awareness Survey. BACKGROUND: In January, 2006, staff presented the Otay Water District's first scientifically valid and repeatable Customer Satisfaction and Awareness Survey to the Board of Directors. This survey, conducted by Rea & Parker Research and Douglas Coe of the Social Science Research Laboratory at San Diego State University, was designed to establish baseline data of customer attitudes and opinions. The survey consisted of a random telephone sample of 350 customers in order to secure a margin of error not to exceed +/- 5.2% at 95% confidence. The random sample of customers was selected by random dialing of phone number from the zip codes contained within the OWD service area. The survey was conducted in English, with Spanish as an option. The survey was also designed to be short in length to retain the maximum number of respondents. Even so, the survey contained 53 questions, including 59 individual survey items (variables). Mean survey administration time was 13.31 minutes per respondent. While the survey achieved its goal of establishing the baseline data sought by OWD, it left some questions unanswered and raised others. The purpose of a follow-up survey will be to measure changes from the baseline survey, and to further explore customer attitudes on topics such as OWD sewer service and recycled water acceptance. Staff has proposed a budget of $20,000 for the customer survey in the 2006/2007 fiscal year budget (1211-526101), as opposed to $15;000 budgeted for the 2005 survey. The size of the 2005 customer survey (350 respondents) yielded results of +/- 5.2% at 95% confidence. This was adequate for a baseline survey. A larger sample size reduces the margin of error providing more accurate results, however, it also increases the cost to administer and analyze the survey. To achieve a + /- 4.4% margin of error, at 95% confidence, the sample size would have to be 500 respondents. Increasing the survey size to reduce the margin of error to this level would raise the price $3,000 to $4,500. FISCAL IMPACT: Staff will be using the Committee's recommendations as they formulate the 2007 fiscal year budget. STRATEGIC GOAL: Enhance customer satisfaction LEGAL IMPACT: None. General Manager Attached Invitation to Bid - Survey Research 2006 - 2007 Customer Awareness Survey Timeline OTAY MEMORANDUM File No. TO: Marketing Research Vendors FROM: Armando Buelna, Communications Officer Date 3/30/06 SUBJ: Invitation to Bid - Survey Research The Otay Water District wishes to conduct a statistically reliable customer satisfaction and customer awareness telephone survey of residential customers. The purpose of the survey will be to build upon baseline data from a 2005 customer survey, and develop an even more thorough understanding of customer attitudes and awareness. The primary areas of interest are: • Overall customer satisfaction • Awareness of rates • Experience with field staff • Call Center interaction • Awareness of formal/written communications • Awareness of conservation activities/programs • Awareness of water recycling activities • Concerns about water supply • Quality of water supply • Reliability of service • Reliability of supply • Awareness of sewer operations • Demographic measures The successful vendor will be responsible for questionnaire development, fieldwork (N=500 completed surveys), data tabulation, and presentation of topline results. The vendor should expect to consult with the district regularly on the questionnaire development and be prepared to provide up to three site presentations of the results. Bids should include costs for all services and fieldwork (including translating survey and conducting some of the questionnaire to Spanish speaking customers) and any and all miscellaneous expenses. The district would like 10 copies of both the data and the report. The district may also request several data printouts with various questions cross-tabbed by other items. The district can provide names, telephone numbers, zip codes of survey respondents. All data and questionnaires should be returned to the district upon completion of the survey. Please submit your proposals via mail or e-mail to: Armando Buelna, Communications Officer Otay Water District 2554 Sweetwater Springs Blvd. Spring Valley, CA 91978 Questions about this project may be directed to abuelna@otaywater.gov or (619) 670-2256. MEMORANDUM TO: Mark Watton, General Manager FROM: Armando Buelna, Communications Officer File No. Date 3/30/06 SUBJ: 2006-2007 Customer Awareness Survey Timeline The following includes the timeline for the consultant selection and carrying out the 2006-2007 Customer Awareness Survey. Task/Assignment Date Final draft of Invitation to Bid 4/10 Pre-Contact Research Firms 4/17 Competitive Edge Godbe Research Luth Research Rea & Parker Research Zogby Research Send Invitation to Bid to Research Firms 4/24 Respond to firm questions 5/8 Responses due from research firms 5/30 Initial review of responses 6/6 Committee review of proposals 6/29 Respondent Interviews 7/14 Award Contract 7/21 Meeting with Vendor 8/11 Vendor deadline to develop first draft questionnaire 9/8 Staff Review of questionnaire 9/22 Finalize questionnaire 10/20 Pretest Survey 10/23 Go to fieldwork 10/26 Compilation of results 11/6 Draft report to district 12/18 Presentation to Committee(s) 1/25/07 Presentation to Board of Directors 2/22/07 2006-2007 Survey Timelines doc AGENDA ITEM 5 STAFF REPORT TYPEMEETING: Communications Committee MEETING DATE: 3/30/06 SUBMITTED BY: Armando Buelna/^7 W.O./G.F, NO: DiV. NO. All Communications Officer APPROVED BY: SUBJECT: Breakfast & Briefing Plan GENERAL MANAGER'S RECOMMENDATION: That the Communications Committee review the Breakfast and Briefing Plan. PURPOSE: To solicit input of the Communications Committee on the Breakfast and Briefing Plan. BACKGROUND: Breakfast & Briefings (B&B) are informational meetings for the staff of local elected officials. Holding B&Bs are useful in developing and building working relationships with the staff of local elected officials as well as promoting District programs and services. Moreover, should legislative issues later arise, OWD staff and those representing local legislators have a common understanding of local water issues. Local, state, and federal elected representatives are very busy and balance their schedules by assigning policy issues to their legislatives staff. In an effort to stay current on issues, legislative staff seek out opportunities to learn more about the issues they cover. OWD is proposing to hold a B&B for the staff of local elected officials to discuss water issues, and provide updates on district projects. The program will include light refreshments and short presentations providing updates on current issues and projects. Topics might also include the new Reserve Policy or bi-national water issues. The Breakfast & Briefing format gives us the opportunity to talk with the policy advisors of local elected representatives, and provides us the opportunity to share a water agency perspective on critical issues affecting the region. These meetings also position Otay as an important source for water resource information. FISCAL IMPACT: Funding for the Breakfast & Briefing is covered under the 2006 Business Meeting budget{GL 1211-521401). STRATEGIC GOAL: Enhance customer satisfaction LEGAL IMPACT; None. General Manager Attached Breakfast and Briefing Draft Plan Otay Water District Breakfast and Briefing Plan April xx, 2006 Name , Council Assistant, Board Aide, Field Representative Office of Councilmember, Supervisor, Assemblyman, or Congressman 202 C Street, MS#10A San Diego, C A 92101 Dear xx, On behalf of the Otay Water District, I would like to invite you to attend a "Breakfast & Briefing" on xx, xxxx, at 8:00 a.m. The breakfast will take place at the Otay Water District Headquarters located at 2554 Sweetwater Springs Boulevard in Spring Valley. The purpose of the breakfast is to update you on water issues affecting the region, to discuss projects the District is working on, including the implementation of more than $160 million in capital improvements over the next several years. We would also like to share with you insights on growth in the South County and the measures we are undertaking here at the Otay Water District to accommodate this growth. We know that your time is valuable and promise to keep the program brief. On a personal note, I very much look forward to meeting you and discussing our efforts with you. Please RSVP by calling our community partner Marston+Marston at (619) 297-0322. Sincerely, Mark Watton General Manager MM MARSTON+MAHSTON INC. public 1 cmmltj Million Otay Water District Breakfast & Briefing for Staff of Elected Officials Planning Document Objective: OWD will hold a Breakfast & Briefing for the staff of local elected officials to discuss water issues affecting the region, district projects, and to follow up with the offices of the elected officials who have met with OWD management this year. Possible topics for the presentation include updates on the Recycled Water Supply Link (30-inch recycled pipeline), desalination or bi-national water issues, water transfers, new technologies, the 2005/06 CIP budget, critical projects, or the Reserve Policy. The Breakfast & Briefing will not only provide OWD the opportunity to meet and educate the staff of local elected officials, it gives us the opportunity to share a water agency's perspective on critical water issues affecting the region, and positions Otay as an important resource for water information. Location: Otay Water District Headquarters Board Meeting Room 2554 Sweetwater Springs Boulevard Spring Valley, CA91978 Date: TBD Time: 7:30 to 9:00 a.m. Invitation: Letter from Mark Watton (attached) Setting: Otay Water District Boardroom - conference style Materials: A press kit / information kit should be developed which includes the following materials. • Annual Report / Budget Flyer/Reserve Policy • District Information • Recent press releases • Recent communications and advertisements • Question and answer sheet Costs:Estimated catering for breakfast: $10-20 per person. Otay Water District Breakfast and Briefing Plan Program: Time 7:30-8:00 8:00-8:15 8:15-8:40 8:40-8:50 Speaker President Bonilla Otay Staff Mark Watton Subject Socializing / Introductions Welcome • Purpose of breakfast • Brief summary of OWD progress Projects Update • PowerPoint (25 minutes) Brief Presentation • Desalination • Bi-national Issues • Question and Answer 8:50 - 9:00 President Bonilla Closing Comments MM MAHSTON+MARSTON INC. putllc t cuniilt! relitloii Otay Water District Breakfast and Briefing Plan Please Join the Otay Water District Board of Directors, General Manager Mark Watton, and District Staff For A Breakfast & Briefing For Staff of Local Elected Officials Discussion: Planning for Regional Growth and Water Infrastructure xx, xxxx, 2006 8:00 a.m. Otay Water District Headquarters 2554 Sweetwater Springs Blvd. Spring Valley, CA91978 The Otay Water District is a public agency established in 1956. It is celebrating 50 years of providing water, sewer and recycled water services to more than 186,000 ratepayers within approximately 125 square miles of southeastern San Diego County, including the communities of Spring Valley, La Presa, Rancho San Diego, Jamul, eastern Chula Vista and Otay Mesa. ivnvi MARSTON+MABSTON INC. futile 1 ciinulty Mlillm Otay Water District Breakfast and Briefing Plan Please RSVP to Dan Cruz at Marston+Marston at (619) 297-0322 Tentative Invite List: Office Staff Member Phone/ Fax RSVP Congressman Bob Filner Congressman Duncan Hunte Chief of Staff Humberto Pereza Chief of Staff Rick Terrazan 619-422-5963 619-422-7290 619-448-5201 619-449-2251 Southeast San Diego County State Legislative Delegation Arnold Schwarzeneg. Lieutenant Gov Cruz Bustamante District Director Cameron Durke! District Director Carmen Spurting 619-525-4641 619-525-4640 fax 619-525-4305 619-525-4071 Field Representative Jonathan Hardy 619-645-3090 619-645-3094 Senato Dennis Hollingsworth Assemblyman Juan Vargas Assemblywoman Lori Saldana Assemblywonri Shirley Horton District Director Jerry VanDeWeghe 619-596-3136 619-596-3140 District Director George Jordan 619-477-7979 District Director Alejandra Sotelo-Solis 619-645-3090 619-645-3094 District Director Michelle Matter 619-462-7878 619-462-0078 MM IV1AH3TON+IV1ARSTON INC. public I ciHMiilln Otay Water District Breakfast and Briefing Plan Chief of Staff Tom Oriola (619)691-5044 (619)476-5379 Councilman Jerry Rindone Council Aide Sandy Hodge (619)691-5044 (619)476-5379 Councilm. John McCa. Council Aide Jason Moore or Kay Wright (619)691-5044 (619)476-5379 Council woman Patricia E. Chavez Council Aide Maritza Diaz (619)691-5044 (619)476-5379 Councilm; Steve Cas Council Aide Linda Wagner (619)691-5044 (619)476-5379 City of San Diego City Council Members Distrh Councilm Scott Pet< District 2 Councilman Kevin Faulconer District 3 Councilwoman Ton! Atkin District 4 Councilman Tony Young District 5 Councilman Brian Maiens District 6 Councilwomai Donna Frye District 7 • Councilman Jim Madal Chief of Staff Betsy Brennan Kinsley Chief of Staff Steve McNally Chief of Staff Denise Price Chief of Staff Jimmie Slack Chief of Staff Lance Witmondt Chief of Staff Steven Hadley Chief of Staff Aimee Faucett 619-236-6611 619-236-6999 619-236-6622 619-236-6996 619-236-6633 619-595-1481 619-236-6644 619-236-6529 619-236-6655 619-238-0915 619-236-6616 619-236-7329 619-236-6677 619-238-1360 MM MAR3TON+MAHSTON INC. public 8 tiMniiltjf pulitloit Otay Water District Breakfast and Briefing Plan Councilman Ben Hues< Mayor Policy Advisor Lisa Briggs San Diego County Board of Supervisors Chief of Staff Ana Molina-Rodriguez 619-236-6688 619-236-6330 619-236-7228 Distric Gregory District 2 Dianne Jacob District 3 Pam Slate Senior Policy Advisory Ron Kelly Chief of Staff Geoff Patnoe Chief of Staff John Weil 619-531-5511 619-235-0644 619-531-5522 619-531-7253 619-531-5533 619-234-1595 Ron Robe Chief of Staff Darren Pudgil 619-531-5544 619-531-6262 Bill Horn Chief of Staff Joan Wonsely 619-521-5555 MM MAH3TON+MAR3TON INC. 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