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123 The next graph depicts the average quarterly wintertime usage for single-family homes. Because it 124 excludes summer lawn & garden irrigation months, the graph is indicative what single-family homes use 125 for `normal' household usage such as laundry, showering/bathing, etc. 126 127 128 129 130 131 SF Homes Average Water Usage (000's gals.) November - March 15.0 14.0 13.0 12.0 11.0 fli 10.0 9.0 - 07-'08 08-'09 09-'10 10-'11 11-'12 12-'13 13-'14 14-'15 15-'16 ■ Avg. Consumption (Gals.) 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. 132 On the surface, the data suggests that customer behavior and consumption patterns were not influenced 133 by changes in the water usage fees in either direction. This may have occurred because the financial 134 incentive or penalty to modify a household's behavior was simply not large enough. Then again, it could 135 mean that most households simply held to an established standard of cleanliness, while remaining mindful 136 of societal norms associated with water conservation. 137 138 This seems to be evidenced when the water usage fee dropped from $2.35 per thousand gallons in 2008 139 to $1.85 in 2009 as part of an overall rate structure change. This effectively lowered the cost of 140 consumption by 20%. Despite these favorable circumstances, household usage remained unchanged. 141 142 Finally, we can look at the average quarterly summertime usage for single-family homes to gauge whether 143 water usage behaviors are influenced by seasonal factors such as lawn & garden irrigation. In this 144 instance, we need to also track local rainfall totals because it can influence how much water households 145 use for outdoor purposes. 146 Page 7 of 11