A water utility must balance multiple objectives when determining how to charge customers for its services and the water it delivers. These goals usually include receiving stable and predictable revenue that is adequate for repaying the costs of providing water; promoting efficient water use; ensuring fairness, equity, and affordability in water bills; providing stability and understandability of charges on bills; and complying with applicable laws (AWWA, 2012).In addition, water conservation is a critical goal for many water systems as they seek to defer the costs of developing new water supplies or replacing aging infrastructure, to adapt to greater variability in water availability from climate change, and to maintain sufficient water availability for the natural environment (USEPA, 2002;Jordan, 1993). This article addresses two important but often conflicting objectives of ensuring stable revenue and sending a price-based conservation signal to customers.Water-providing utilities that succeed in conserving more within their service territory than anticipated face a revenue penalty in terms of unrealized sales. In fact, water agencies can be left struggling to generate enough revenue to recoup the costs they incur for treating and providing water, including environmental and future costs. If utilities practice full-cost ratemaking, all of these costs are recovered through water sales, so revenue loss leads to a subsequent water rate increase, meaning customers are essentially punished for using less water (Chesnutt & Beecher, 2004). This overall trend has been referred to as the "new normal" of water pricing-that a utility is either able to have stable revenue or to promote conservation, but not both (AWWA & RFC, 2013).The purpose of this article is to both characterize and resolve the tension between utility revenue and customer conservation that defines the new normal. This analysis includes quantification of the structural instability of existing rate designs, including discussion of the amplification of revenue lost from reduced water demand, as well as a description and exploration of a new rate structure designed to balance the competing objectives of the new normal, called consumption-based fixed rates (CBFR).
WATER RATES OVERVIEWA water rate structure establishes customer charges or amounts billed, essentially defining the revenue received to match a utility's costs (AWWA, 2012). Over the years, rates have evolved based on the needs of utilities and ratepayers as well as parallel advances in technology. Toward the end of the 19th century, when water was relatively cheap and plentiful, utilities charged customers a flat fee for water use regardless of the amount consumed (Masten, 2010). However, as population and economic development increased overall water demand, water agencies needed a way to both monitor and influence consumption within their service area. The adoption of water meters provided a mechanism to charge for water volumetrically-or based on the amount actually consumed by customers. With ...