Regional Approach Directed at Consumers to Foster Climate-Appropriate Landscaping in Southern California’s Inland Empire

California’s latest efforts to dramatically improve the efficiency of water use in new and existing urban irrigated landscapes intensified in 2004 when legislation created the Landscape Task Force. The Governor and legislature received a comprehensive set of recommendations to educate Californians and help transition from awareness to action. Five years later, the legislature approved new requirements to reduce urban per capita water use 20% by 2020.

To understand what matters most to home and property owners about their urban landscapes, a Statewide Market Survey of Landscape Water Use Efficiency was conducted by the Water Resources Institute and Institute of Applied Research and Policy Analysis at California State University, San Bernardino, in 2007. The survey found “appearance” (41%) the most often mentioned answer followed by “ease of care” (23%). The research was funded by the United States Bureau of Reclamation’s southern California area office, the California Urban Water Agencies, and the California Urban Water Conservation Council.

This article takes a closer look at targeted strategies to motivate consumer behavior towards selecting water efficient and climate-appropriate plants in California’s Inland Empire region. Water agencies have turned their water conservation messaging toward outdoor water use, because it accounts for over two-thirds of a home’s water use in the region. Located in the eastern portion of the Los Angeles coastal region in Riverside and San Bernardino counties, this region has a combined population of more than three million people. The Inland Empire was among the 10 fastest-growing regions in the US between 1999 and 2006.

A coalition of water agencies and water conservation stakeholders formed in 2009. It is comprised of Chino Basin Water Conservation District, Eastern Municipal Water District, Inland Empire Utilities Agency, Rancho Santa Ana Botanic Garden, San Bernardino Valley Municipal Water District, Western Municipal Water District, and the Water Resources Institute. Collectively, these organizations have made significant progress in showing local consumers the benefits and aesthetics of water efficient landscaping.

An annual regionwide water efficient landscaping contest is sponsored by the coalition offering cash prizes and public recognition to homeowners who convert their urban turf landscapes to attractive water efficient gardens. In exchange, permission is given by homeowners for professional photographs of their winning properties to be published (without addresses) in water conservation literature and websites. Residents are noticing these attractive landscapes in their neighborhoods. These transformed front yards have outstanding curb appeal that motivates envious neighbors to keep up.

It was time for the coalition to turn its attention towards convincing homeowners about the ease of care afforded by water efficient landscaping. Consumers also needed to know that water efficient landscaping can be affordable and be ensured that materials are readily available where homeowners are accustomed to making home landscaping purchases. What the coalition lacked was a relationship with retailers where the highest volume of landscaping purchasing takes place.

The coalition invited the big-box home improvement stores in the Inland Empire to meet with them. Just one, Home Depot, took interest in the concept. Bruce Phillips is the regional manager of Home Depot stores catering to homeowners in the Inland Empire with 24 retail locations. Some of Home Depot’s largest suppliers also joined the coalition including Altman Plants, Colorama, DIG Corporation, Hines Horticulture, Plants Express, Proven Winners, Rain Bird, Scotts Miracle-Gro, and The Toro Company.

Over a series of monthly face-to-face meetings, the Inland Empire Garden Friendly program was developed. The first step was creating a “universal brand” that would give consumers an easy way to spot water efficient plant materials and supplies. An attractive self-adhesive, waterproof logo was designed for Inland Empire Garden Friendly landscaping materials. Home Depot and its corporate affiliates agreed to place the logo on water efficient landscaping materials that were already being offered in local stores. A website for the Inland Empire Garden Friendly was launched.

The coalition then turned its attention to sponsoring annual events when Home Depot stores are selling the highest volumes of landscaping materials to homeowners. For 10 Saturdays in 2011–from April 9 through June 15–a series of Inland Empire Garden Friendly Parking Lot Sales took place at 11 Home Depot locations.

“We are happy to be working with the Home Depot to give more people the chance to experience how attractive water efficient plants can be,” says Ken Altman, CEO of Altman Plants.

Home Depot Regional Manager Brian Parker emphasizes the importance of the program saying, “The Home Depot is proud to be involved in this partnership, and proud to be involved in this grassroots effort to change the California landscape. Promoting water efficient plants in our in our stores saves our customers money while beautifying their landscapes.”

Retail water suppliers in the region agreed to insert bill stuffers in monthly water bills sporting the Inland Empire Garden Friendly logo. Approximately 630,000 water customers in Inland Empire were invited to the parking lot sales to take advantage of savings up to 50% on water efficient plants and supplies. Consumers were also invited to attend free water efficient landscaping workshops.

Consumer education was offered at each parking lot sale to help consumers select and learn about caring for water efficient landscaping plants. Coalition members, suppliers, and certified master gardeners agreed to set up consumer education booths at the parking lot sales to assist consumers taking the big step of purchasing water efficient landscaping materials. Botanical experts in the coalition created an Inland Empire Garden Friendly booklet for consumers, available at www.iegardenfriendly.com. It showcases climate and regional appropriate plants that are stocked or available by special order at Home Depot.

To reach the diverse population of the region, blocks of radio advertising were purchased with live radio disk jockeys present at many of the parking lot sales. Adding to the festivities, vendors and coalition members wore t-shirts and buttons sporting the Inland Empire Garden Friendly logo at the parking lot sales.

The results of the 2011 campaign suggest that Inland Empire’s efforts could serve as a model. Products sporting the Inland Empire Garden Friendly logo at the parking lot events showed discernable increases over 2010.

Sales at two stores increased between 150% and 200%; seven more stores witnessed increases between 50% and 100%; with the two remaining stores up between 25% and 50%. When these results were compared to sales at Inland Empire Home Depot stores not hosting parking lot sales, the 2011 campaign was deemed responsible for the increases.

The coalition also hosted a series of fall parking lot sales when water efficient plants are ideally planted in the Inland Empire. Home Depot stores in 23 locations took part in a one-day event on October 15, 2011. Home Depot found sales of Inland Empire Garden Friendly water efficient plants and materials increased over the entire fall weekend and into the following week. Because most Inland Empire homeowners make landscaping purchases in the spring, the fall events are essential to changing landscaping behaviors in the region.

During the winter, the coalition is sponsoring a pilot project to determine whether it would be feasible to create a regionwide School Garden Sales Program. This effort is aimed at implementing one of the key findings of the 2007 Statewide Market Survey of Landscape Water Use Efficiency. The survey found that “children in the family” are very effective water conservation messengers (72%), behind only gardeners (77%) and university experts (73%).

The School Garden Sales Program provides a learning opportunity for children to act as environmental messengers to family members, friends, and neighbors, while helping them earn funds to support school-sponsored activities. At the same time, these water conservation messages are preparing children for the time they become the next generation of urban landscapers. The coalition is hosting the pilot in partnership with Home Depot and one of its suppliers, Altman Plants.

“This was a well-received and valuable event,” says Eastern Municipal Water District Public Affairs Officer Donna Jacomet. “Many attendees expressed appreciation for the low prices and free advice.”

Participation in the pilot will be open to all educational entities in the Inland Empire including public and private elementary, middle, and high schools, as well as community colleges and universities. Students will sell two branded Inland Empire Garden Friendly products: a succulent garden promoting water efficient landscaping and an herb-edible garden promoting locally-grown food promoting efficient uses of water.

Prepaid gardens will sell for $25 with the educational entity, earning a 40% rebate ($10) for each garden sold. Purchasers will select whether their gardens should be packaged for planting in the ground or supplied in an attractive container for placement in a patio or balcony. Purchasers will pick up their prepaid gardens one weekend in April at the Inland Empire Home Depot location closest to the educational entity.

The Inland Empire Garden Friendly will continue in its efforts with Home Depot in the coming year to shift in consumer behaviors in the region towards water efficient landscaping. California’s long-term sustainability depends upon improving the efficiency of water use in existing urban irrigated landscapes. The Inland Empire’s efforts could serve as a model for other California regions and the arid west.

“The current rate of California water supply guzzled by urban lawns is unsustainable and unnecessary,” says Patrick Larkin, executive director of Rancho Santa Ana Botanic Garden in Claremont. “Native plants are a common-sense alternative to traditional turf landscapes. California plants are not only beautiful–they are cost effective and a vital key to environmental conservation.”
About the Author

Susan Lien Longville

Susan Lien Longville is the director for the Water Resources Institute California State University, San Bernardino.