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Roseville Finance Commission Agenda Item Page 8 of 12 The next graph depicts the average quarterly wintertime usage for single-family homes. Because it excludes summer lawn & garden irrigation months, the graph is indicative what single-family homes use for ‘normal’ household usage such as laundry, showering/bathing, etc. As shown in the graph, the average overall usage for single-family homes in the wintertime has remained relatively stable since 2007 with a variance of only about 2,000 gallons from year to year. On the surface, the data suggests that customer behavior and consumption patterns were not influenced by changes in the water usage fees in either direction. This may have occurred because the financial incentive or penalty to modify a household’s behavior was simply not large enough. Then again, it could mean that most households simply held to an established standard of cleanliness, while remaining mindful of societal norms associated with water conservation. This seems to be evidenced when the water usage fee dropped from $2.35 per thousand gallons in 2008 to $1.85 in 2009 as part of an overall rate structure change. This effectively lowered the cost of consumption by 20%. Despite these favorable circumstances, household usage remained unchanged. Finally, we can look at the average quarterly summertime usage for single-family homes to gauge whether water usage behaviors are influenced by seasonal factors such as lawn & garden irrigation. In this instance, we need to also track local rainfall totals because it can influence how much water households use for outdoor purposes. 9.0 10.0 11.0 12.0 13.0 14.0 15.0 07-'08 08-'09 09-'10 10-'11 11-'12 12-'13 13-'14 14-'15 15-'16 SF Homes Average Water Usage (000's gals.) November -March Avg. Consumption (Gals.)