Will Higher Water Prices Cut Consumption?

From the Contra Costa Times:

"Since May 1, every residential property has been allotted a monthly ration: 10 units of water, or 7,480 gallons, for a family of four, to cover all uses, including lawn watering. Each unit averages about $3. But for people who go much above the limit, the cost skyrockets to $50 per unit, meaning monthly water bills can easily top $500 for families who don't conserve.

"It is a large deterrent," said Toby Goddard, administrative services manager for the Santa Cruz Water Department.

"But people are responding well," he said. "They are getting by. It's not like there's been a dramatic quality-of-life drop. People understand we're in a drought and things have been very dry."

The goal is to make sure the city has enough water next year in case the drought drags on, he said.

So far the tough rules appear to be working. Lawns everywhere are brown, and 92 percent of households lived within their rationed amount the first month.

When the Santa Cruz City Council approved the plan this spring, the goal was a 25 percent overall reduction in city water use, compared with the 2012-13 average. In July, citywide water use was down 26 percent. By comparison, Gov. Jerry Brown asked all Californians in January to cut water use 20 percent when he declared a drought emergency, but in May statewide use was actually up 1 percent."