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Who’s Afraid of a Swamp Cooler?

Who’s Afraid of a Swamp Cooler?. Addressing Market Barriers to Evaporative Cooling Cheryl Winch. Presentation for the 2010 Colorado Utility Exchange. Evaporative Cooling Advantage. Negative incremental cost (compared to Central Air Conditioning [CAC]) Installation Cost of unit

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Who’s Afraid of a Swamp Cooler?

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  1. Who’s Afraid of a Swamp Cooler? Addressing Market Barriers to Evaporative Cooling Cheryl Winch Presentation for the 2010 Colorado Utility Exchange

  2. Evaporative Cooling Advantage • Negative incremental cost (compared to Central Air Conditioning [CAC]) • Installation • Cost of unit • Evaporative Cooling [EC] average savings per cooling season compared to CAC SEER 13 = $287

  3. Evaporative Cooling Programs • EC program incentives • Home owners: $50 -$1000 rebates ($500 most common) • Commercial customers: $100 - $500 • Builders:$25 - $1000 • Requirements vary by program: • Replacement vs. new installation • Type of Unit: Direct, Indirect, Closed system • Size: Flat rebate vs. per ton incentive • Thermostat control • Underwriters Laboratory (UL) components • On-site inspection/verification

  4. Colorado Residential Space Cooling Market • Three out of four Coloradans have a cooling system • Cooling represents two-thirds of residential electric peak demand • History with EC in Colorado • 23% EC saturation in older homes • Average age of EC = 16 years • “Colorado is my largest market for evaporative cooling”–National EC distributor

  5. And Yet… • EC Sales have declined over the past two years (2008 – 2009) • Economy (fewer remodel/improvement projects) • Cooler summers • Low EC awareness vs. high CAC awareness • Building codes & design practices favor CAC/split systems • Three out of four newer homes have CAC • Half to two-thirds of EC rebate recipients are replacing older EC units

  6. Why aren’t more evaporative coolers selling?

  7. Swamp Cooler Rap • Maintenance (weatherizing, draining, and filling) • Indoor Air Quality (exposure to allergens) • Capacity of unit to cool the whole house • Humidity • Mold • Rooftop location • Risk of leaks/water damage • Noise • Appearance of unit • Water use (limited resource) • EC is poor person’s AC

  8. Other Market Barriers • Retailers/suppliers also perpetuate the swamp coolerrap • Financial disincentives for trades • Higher commissions on CAC • Taking time to educate customers on EC • Training and perceived time and expense to install • HOA restrictions • Economy: barrier or facilitator? • Weather (when summers are cooler)

  9. According to EC Owners …it’s not only about the energy savings.

  10. Non-Energy Benefits • Air flow • Function • Moisture • Price • Thermostat control features • Easy to install and maintain • Quiet • Rebate

  11. Addressing Barriers • Effective marketing for EC • Focus messaging on non-energy benefits • Challenge persistent negative perceptions • Controls • Improved absorption media • Design: options for locations other than rooftop • Lower water use • Capacity and comfort • Hybrid options • Target education to HOAs and building trades • By the way, they cost less to operate than CAC

  12. Addressing Barriers (cont’d) • Focus on existing homes • Advantage for homes without ducts • Rebate new EC installation at a higher level • Maintenance and installation angle • Consider ‘upstream’ incentives and education for EC suppliers and trades • Promote EC where other programs intersect • Energy Audits - Low-income Weatherization • Home Performance - ENERGY STAR New Homes • Include incentives for commercial customers

  13. Questions Cheryl Winch Cheryl.Winch@Cadmusgroup.com (303)389-6519

  14. Evaporative Cooler Diagram

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