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Green Pricing: Removing the Guesswork

Fortnightly Magazine - August 1995

Kw, grid-connected PV panel attached to their roofs. The full cost of the rooftop system is subsidized through other municipal income. Current participation is only about 300 customers, even though 2 percent of the customer base express interest.

Public Service Co. of Colorado (PSCo2). Participants in the Renewable Energy Alternatives Program (REAP) support the accelerated growth of renewable generating resources through voluntary monthly pledges. Currently, more than 6,000 customers participate, at an average monthly pledge of approximately $2.

Traverse City Light and Power (TCLP). About 200 customers of Traverse City Light and Power, a Michigan utility, volunteered to pay a three-year premium of approximately $7.50 per month to fund construction of a 500-Kw wind turbine.

Portland General Electric (PGE). The "Penny Jar" Program enables customers to "round up" their monthly utility bills, at an average of 50 cents a month. This amount supports future renewable energy generation programs.Market Tests and Simulations

(Direct Mail Surveys)Public Service Co. of Colorado (PSCo1). A market simulation following a telephone survey asked customers to register to pay a monthly surcharge averaging $2. The rate premiums were being collected to underwrite a 20-Mw mixed technology renewable constructon program. Ten percent of electric customers aware of the program were projected to participate at an average of $1.90.

Wisconsin Public Service Corp. (WPS1). Both a telephone survey and direct mail asked customers to contribute a monthly surcharge averaging $2. The rate premiums were allocated to a 1.2-Mw solar renewable construction program. Around 8.6 percent of electric customers contacted registered to participants at an average of $1.88.

Wisconsin Public Service Corp. (WPS2). Direct mail asked electric customers to contribute a monthly surcharge averaging $2. The rate premiums would fund a 1.2-Mw solar renewable construction program. About 4.7 percent of customers contacted registered to participate at an average of $1.41.

Insight Research, Inc. (PRG1). A market simulation using direct mail asked customers to pay a $13 lease added to their monthly bills to fund installation of an individual PV electric system on their rooftops. Only 1 percent of customers requested an evaluation for program participation.

Insight Research, Inc. (PRG2). Direct mail asked customers to pay a $15 lease added to their monthly electric bills to fund installation of an individual thermal solar hot water heating system on their rooftops. Only 0.4 percent of customers requested an evaluation for program participation.

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