From: Tom King
Sent: Wednesday, April 9, 2025 8:36:59 PM
To: Lyon, Jason <[email protected]>
Cc: Thyret, Pam <[email protected]>; Cynthia Cannady Subject: Municipal Services Committee Meeting 04/08/2025 [⚠] CAUTION: This email was delivered from the Internet. Do not click links or open attachments unless you know the content is safe. Report phish using the Phish Alert Button. For more information about the Phish Alert Button view article "KB0011474" on the DoIT portal. ------------------------
Jason,
I have 15 years in the solar power installation industry. For 8 years I worked as an Operations Manager for SolarCity/Tesla Energy overseeing installations across a broad swath of Los Angeles County. Interestingly, the great bulk of public utilities were in my territory (much of LADWP and all of PWP, BWP and GWP). Prior to my retirement two years ago, nearly every Tesla residential solar and BESS in Pasadena was permitted, installed and interconnected by my teams.
The following list of suggestions is based on that time and my personal experience installing a Tesla solar roof/Powerwall on my home in Pasadena. These suggestions are unabashedly one sided. I have tremendous respect for the city and utility teams that make solar systems possible. I simply believe that a few changes can improve the relationship between the city staff and the citizenry and serve as a model for future partnerships. Like the best programs, it takes Attitude, Action and Appreciation:
Attitude
Solar installations cost tens of thousands of dollars. A battery backup unit generally adds $10,000 to $30,000 more. During my days with Tesla I had a strong sense that citizens wishing to install solar were not respected for their massive upfront investment. Let’s change that.
1. Previously solar installations were not encouraged by local governments. It was seen as a state requirement that needed to be dealt with. As such, these investors were portrayed as taking unfair advantage of homeowners that did not have the means to install. Going forward, let’s promote solar/BESS systems as a way to show our civic pride in Pasadena and the planet. Let’s use multiple tools to communicate the city wants/needs citizens to step forward for our collective good.
2. Utilize a professional marketing campaign to inform, educate, encourage and promote solar/BESS.
3. The professional campaign should be matched by opportunities to hear from actual city and PWP officials and team members who clearly state the benefits to the homeowners and the city in this partnership. The professional campaign will be more effective if it is matched by concerted efforts of city and PWP employees to make it clear they want this.
Action
When action and attitude are paired, the results are multiplied.
If you tell citizens you want them to add solar but make no changes to city processes, they won’t. They will understand it as business as usual. Removing fees will be seen as a serious response.
1. Get a firm understanding of the cost of rooftop solar to the homeowner and to the city. Compare these costs to the cost of alternatives. Every employee involved in this project should be able to state these costs and the city should use these values to create the incentives for rooftop solar.
2. Eliminate the homeowner’s permitting and interconnection fees. Nothing says we want your involvement as much as completely eliminating a real cost. If you have to vacillate because there are a lot of variables, you lose impact! “Zero Fees for Solar” will be a great headline in the
Outlook before planned library information sessions. I would go to the meeting and I already have a system.
3. Create a team of helpful friendly specialists to only deal with rooftop solar. Train them to handle both city and utility questions. Encourage them to help families get solar. Ask them what they find customers want. Empower them to make the process simple and fast. Guarantee a one week turnaround on solar permits (it can be done).
4. Eliminate extra/unnecessary hardware.
a) Pasadena requires a disconnect switch on all systems. Both PGE and Edison eliminated this piece of hardware years ago. Much of the world no longer requires it. Homeowners who care about the appearance of their homes hate it. b) The common way for BESS to work as a whole home backup is to move all backed up breakers to a subpanel that can be disconnected from the grid. This requires rewiring every circuit and another ugly box on the house. The best way is to install a ring between the glass domed meter and the socket on the main electrical panel. This ring has two tiny wires and an electronic switch disconnecting the home from the grid. The savings range between $500 and $2,500. When I offered this solution three years ago (I installed it on my home and offered test units to the city; it was rejected without review). In addition to the version designed by Tesla, there are now generic models.
5. Create financial benefits for homeowners based on firm knowledge of the savings. Rebates, reduced charges for electricity, increased payments in times of shortages or other programs will not only justify a homeowner's commitment, it will encourage their neighbors and friends to add solar to their homes.
Once given, don’t take the benefits away. (NEM 3 is a disaster).
Appreciation
1. Say thank you at every step of the way
2. Create a sense of partnership between residents and the city
3. Use this model in future city endeavors that rely on residents going the extra mile, like trash sorting, neighborhood safety, park cleanups, etc.
Celebrate. (This is a favorite of my life coach). Send out handwritten thank you notes. Add gift cards for a variety of Pasadena restaurants. Throw a party when the city hits 100% of our installation goal. Write up interesting installations in a utility newsletter.
Tom King
Tom King