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1 NORTHWEST ENERGY EFFICIENCY ALLIANCE
Market Transformation: Bridging the Gap
Between Theory and Practice
Susan E. StrattonMarch 26, 2013
2
About NEEA
Market Transformation in the NW
Emerging Technologies
Barriers and Challenges
Today’s Talk
3
About NEEA
Accelerating energy efficiency in partnership with Northwest utilities
444
NEEA’s Role in Regional Partnership
“UPSTREAM”
“DOWNSTREAM”
LOCAL REGIONAL
5
Key Differences in Efficiency Procurement
End-user focused
Incentives provided
directly to consumers
1:1 correspondence
between incentives and
customer actions
Widget-based
Immediate savings
Market focused
“Upstream” incentives
Longer time horizon. Diffuse
relationship between actions
and results
Decisions based on business
case for efficiency (I should
do this myself!)
Fill the pipeline
Direct Acquisition Vs. Market Transformation
6
About NEEA
Market Transformation in the NW
Emerging Technologies
Barriers and Challenges
Today’s Talk
7
How NEEA Works
IDENTIFY BARRIER MARKET INTERVENTION MARKET TRANSFORMED
NEEA identifies
barriers that impede
market adoption of
energy-efficient
products, services
and practices.
NEEA strategically
intervenes to remove
market barriers in
collaboration with our
partners.
The market is
transformed and
continues to
accelerate without
further intervention.
888
Natural
Baseline
Mark
et
Sh
are
Time
Transformation
Ma
rke
t
Dollars
Invested
How We Work
Codes &
Standards
Early Market Adoption Mainstream Market AdoptionEmerging Technologies
9
Dollars
Invested
Market
Transformation
Accelerating Market Adoption
Natural
Baseline
Ma
rke
t S
ha
re
Time
Savings
Locked in
Accelerating Market Adoption
Dollars
Invested
Natural
Baseline
Ma
rke
t S
ha
re
Time
Savings
Locked in
10
1631
203
1229
0
952738
NEEA Stage Gates
Concept
Development
Assessment
& ValidationStrategy
DevelopmentImplementation
Super Efficient Dryers
HPWH - Split System
Combined Space & Water
Heating
Windows 2.0
Home Energy Mgmt
Economizers
Manufactured Housing
Commercial Lighting I&II
Business IT
Advanced RTU
Earth Advantage Rating
Refrigeration Technology
Industrial Pumping Market
Efficient Power Supplies
Low Cost Energy Monitoring
Supplier SEM
HPWH
Comm. Lighting
Comm. Real
Estate
EBR
Irrigation
RETA
Homes
BOC-E
TVs
DHPs
Codes
Standards
Healthcare
80 Plus
Food Process.
Pro
jects
Verdiem
Dishwashers
Clothes washers
Refrigerators
Windows
Lighting (CFL)
Commissioning
Grocery
Building Operations,
BOC
Energy Mngmt Cert
Drive Power
Evaporator Fan VFD
BacGen, DEI,
AM400, Magna Drive
SAV-Air
Next Step Home
Lum. Lighting
Controls
Streetlights
Small/ Med
Industrials
Opportunity
Discovery
To
tal R
egio
na
l
Sa
vin
gs (
aM
W)2
Long-term
Monitoring
Savings estimates before ‘Implementation’ represent 6th Power Plan 20-year achievable potential;
aMW after ‘Strategy Development’ are NEEA 20 year Total Regional Savings forecasts
Status – End of Q4 2012
11
History of Market Transformation
CFL sales
Top 18 Million
annually
ENERGY STAR
Windows Market
Share Hits 75%
VFD cold
Storage Fans
Reduce Energy
Use
by 61-86%
Efficient Washers
50% Market Share
NEEA Pioneers
80PLUS
BacGen
Reduces
Wastewater
Treatment
Energy Use
by 50%
Northwest
ENERGY STAR
New Homes
Specifications
Food processors
commit 50%
energy reduction
goal
13,000 DHPs
installed at a
savings of
40,500,000
kWh per year.
Strategic energy
management
adopted in
healthcare (30%
of “beds”)
Energy Forward
Campaign. TVs
60% more
efficient than 3
years ago.
1997Northwest
Energy
Efficiency
Alliance
Launched
1998 2000 2001 2004 2005 2007 2008 2009 2010
12
CO
NF
US
ION
IDENTIFY BARRIER MARKET INTERVENTION
CL
AR
ITY
Changing Manufacturers’ Behavior
MARKET TRANSFORMED
SU
CC
ES
S
The NWFPA set an
industry-wide goal to
reduce energy intensity by
25% in 10years and 50% in 20 years.
More than
15% of
large Northwest
food processors
are implementing
SEM.
13
MARKET INTERVENTION
CL
AR
ITY
IDENTIFY BARRIER
CO
NF
US
ION
CO
NF
US
ION
Tuning into Energy Efficient TVs
MARKET TRANSFORMED
SU
CC
ES
S
Retailers representing
84% of TVs sold
in the Northwest promote
Energy Forward TVs
The market responded
and today TVs are
60% more efficient
than just three
years ago.
14
How Much Has the Region Saved?
1997 2012F
887 aMW Savings
2010–2014 Funded Initiatives
2005–2009 Funded Initiatives
Previously Funded Initiatives
aM
W E
ne
rgy S
avin
gs
15
About NEEA
Market Transformation in the NW
Emerging Technologies
Barriers and Challenges
Today’s Talk
16
Filling the ET Pipeline Together
Natural
Baseline
Ma
rke
t S
ha
re
Time
Market
Transformation
Savings
Locked in
Dollars
Invested
You are here:
17
Working with the Region to Deliver Energy Savings
‘In Process’ Goal:
Readied for
Market Goal:
181818
Emerging Technologies – A look Ahead 2013
Four Technologies with significant savings
impacts for 2015 and beyond:
+
19
Barriers
Mismatch of timing of utility EE investments vs benefits
Flat/declining loads put pressure on all utilities to reduce EE investment for short term cost reduction
Misperception that natural gas fired generation is less costly than energy efficiency.
NWPCC Analysis, 2013
20
Challenges
Complexity
Cost-effectiveness
Creating value from EE to
address DR, peak,
intermittent resources
Long-term perspective in a
short-term environment
2121
Filling the
Energy
Efficiency
Pipeline
Accelerating
Market
Adoption
Delivering
Regional
Advantage
Thank You!
Susan E. Stratton, Executive Director
Questions & Comments
