Pure Water San Diego Program

Previous attempts to introduce potable reuse in San Diego stalled due to public perception challenges and competing water initiatives. The City launched the Water Purification Demonstration Project to test reservoir augmentation as a viable supply option, but long-term success depended on sustained public education and trust-building. The City required a comprehensive, multicultural outreach strategy to explain the science of water purification, eliminate misinformation and build durable community support for full program implementation.

We developed and implemented a comprehensive strategic communication plan to inform residents, businesses and community leaders about the need for local water supplies and the science behind advanced water purification. The team conducted one-on-one meetings with community leaders and formed the Pure Water Working Group to provide ongoing insight. In partnership with the independently formed Water Reliability Coalition, the team expanded outreach to stakeholder groups across the city. In addition, we designed and led a robust tour program of the demonstration facility, hosted community open houses and participated in hundreds of events.

Our firm also created innovative partnerships and high-visibility activations, including Pure Stone with Stone Brewing and Pure Brew with local home brewers, to reshape public perception and generate widespread media attention. The program also supplied purified water for coffee brewing at major public events, further normalizing the concept.

To address concerns about a new high-pressure pipeline, we designed and facilitated a series of community meetings to gather input and strengthen relationships between City engineering and construction teams and neighborhood leaders. The team also developed a virtual tour of the purification process and created youth and university engagement programs, including curriculum partnerships and interactive demonstrations.

In addition to ongoing outreach, we provide construction relations support, with designated outreach liaisons for the Phase 1 communities and implements tailored construction communication plans for impacted neighborhoods.

The outreach program has delivered more than 1,100 tours of the Pure Water Demonstration Facility, over 700 speakers bureau presentations and participation in nearly 300 community events. Public opinion polls show support for adding purified water to the drinking water supply increased from 26% to 73%. More than 20 stakeholder organizations, including environmental, business and multicultural groups, submitted written endorsements of the program.

In November 2014, the San Diego City Council unanimously approved advancement of the Pure Water San Diego Program. The Council later certified the Final EIR/EIS for the North City Project and approved construction management contracts. Phase 1 construction is underway and will produce 30 million gallons of purified local water per day.

The Pure Stone event attracted then-Mayor Kevin Faulconer, other elected officials and more than 200 VIPs and generated more than 80 media placements worldwide.

More recently, the team partnered with renowned local brewery, AleSmith Brewing Company, to create Re:Beer with the purified water. Re:Beer was on tap at AleSmith Brewing Company and served at multiple water industry events. The team is no supporting outreach efforts for more than $1 billion in construction for Phase 1, which includes stakeholder outreach, inquiry management and extensive notifications.

Editor’s note: this work was performed by Katz & Associates, acquired by Bodewell Group.