Attachment 1

Record of Monterey Peninsula Water Management District

September 25, 2006 Strategic Planning Retreat

Facilitated by Marilyn Snider, Snider and Associates

STRATEGIC PLANNING ELEMENTS

“SWOT” ANALYSIS

Assess the organization’s:

- Internal Strengths - Internal Weaknesses

- External Opportunities - External Threats

MISSION/PURPOSE STATEMENT

States WHY the organization exists and WHOM it serves

VISION STATEMENT

A vivid, descriptive image of the future—what the organization will BECOME

CORE VALUES

What the organization values, recognizes and rewards—strongly held beliefs that are freely chosen, publicly affirmed, and acted upon with consistency and repetition

THREE YEAR GOALS

WHAT the organization needs to accomplish (consistent with the Mission and

moving the organization towards its Vision) – usually limited to 4 or 5 key areas

THREE YEAR KEY PERFORMANCE MEASURES

WHAT success will look like when the goal is achieved

SIX MONTH STRATEGIC OBJECTIVES

HOW the Goals will be addressed: By when, who is accountable to do what

for each of the Goals

FOLLOW-UP PROCESS

Regular, timely monitoring of progress on the goals and objectives; includes

setting new objectives every six months

WHAT ARE THE ACCOMPLISHMENTS OF MPWMD DURING THE PAST YEAR?

Brainstormed Individual Perceptions:

• California Urban Water Conservation Council membership
• people say that we are helpful and so much faster than the County
• comprehensive update of water permit and water credit regulations
• we’re moving forward on converting to our own meeting space
• excellent posters and Geographic Information Systems (GIS)-related products have been very helpful with presentations
• District cooperation with California American Water (Cal-Am) to evaluate unaccounted for water in the Cal-Am system
• hired GIS technician
• website content is good and correct
• facilitating solutions to lagoon/barrier beach management issues
• completed a number of ordinances that clarified definitions and make it easier for the public to understand rules and regulations
• injected 411 acre feet into the Seaside Basin
• compiled a water matrix on the major water projects we identified as augmenting the water supply
• actively participated before the California Public Utilities Commission (PUC) in the Coastal Water Project
• received a grant for $500,000
• completed Phase I with Cal-Am on ASR
• active participation in the Seaside Water Basin Water Master Process
• newsletter and our Annual Open House
• balanced budget for 2006-2007
• won two awards—one from ACWA and the other from Monterey Business Council for the Aquifer Storage and Recovery Project (ASR)
• gave a presentation to Congressman Farr on ASR and the potential for future Federal funding
• developed a Retire Your Turf campaign
• regularly convene Policy Advisory Committee (PAC) and Technical Advisory Committee (TAC) meetings
• televised meetings
• improved public image
• published and mailed to all of our clients our annual report in color
• developing the Integrated Regional Water Management Plan (IRWMP)
• Town Hall meeting held to distribute information and get feedback on possible water supply solutions
• initiated Service Award Recognition Program
• we’ve managed to have extra after budget to start rebuilding our reserves
• rescued and reared 15,000 juvenile steelheads
• successfully negotiated new labor agreements
• our involvement by the General Manager with the Monterey Bay Regional Water Planning Task Force
• actively participating in the Special District meetings
• improved communication with other water purveyors
• working on the document imaging of the forms used for water conservation certification, primarily used in the Water Demand Division
• had many Board members travel to Orange County with Monterey Regional Water Pollution Control Agency (MRWPCA) to see first-hand the water recycling project
• we have had ethics training for Board members and employees
• ASR Phase I—certified and moving forward and received key Federal right of entry permit
• 5 workshops were held
• 95-10 compliance
• successfully hired a Senior Fisheries Biologist
• completing the regional plan under Prop 50
• completed first objective analysis of major desalination proposal
• posted an ordinance to streamline the Water Distribution System permit process
• clarified the charges for all our internal committees
• shared in funding of Carmel Riverbank Erosion Protection Project and facilitated its approval
• developed with the Water Awareness Committee the Water Wise Gardening Software Program
• working with Cal-Am in a partnership for water rights
• saw the completion of Forest Lake Reservoir, working with Pebble Beach Company
• successful Rebate Program
• installed irrigation equipment at the District office and reduced consumption by 30%
• active participation in PUC rate proceedings on behalf of the public

WHAT’S NOT GOING AS WELL AS YOU WOULD LIKE INTERNALLY WITH MPWMD?

Brainstormed Individual Perceptions:

• website appearance (look and feel) is not good
• not enough water
• Water Division understaffed
• lack of solution for long term water supply—District and region
• not enough money
• lack of Board cooperation with Cal-Am
• not enough time, resources, equipment and people to accomplish District goals and all that needs to be improved
• not speaking out as a District regarding size of project needed to accomplish augmentation
• staff overload processing Water Distribution System permits
• not enough visibility in the community
• perception that MPWMD is slowing down the water solution
• using Human Resources Director as Board rep for labor negotiations
• lack of capability balance in the workload of the staff
• lack of internal solutions to external problems
• not enough information given to the Board on major decisions and appeals
• hoops and roadblocks everywhere on ASR
• outdated classification and compensation survey
• still struggling with a negative external image
• divisiveness among Board members
• fear of decision making on big decisions
• lousy votes before Seaside Groundwater Basin Watermaster (Watermaster)
• Watermaster process is behind schedule
• not pushing as a Board for the regional management concept
• lack of money for Seaside Basin costs
• lack of communication with Cal-Am
• unnecessary adversarial position with jurisdictions

EXTERNAL FACTORS/TRENDS THAT WILL/MIGHT HAVE A POSITIVE IMPACT ON MPWMD IN THE NEXT 3 YEARS

Brainstormed Individual Perceptions:

• rainy season
• positive feedback from the public
• television exposure
• State and Federal requirements for high efficiency toilets
• Cal-Am’s relationship with the District
• Cal-Am rate increases
• District not on legislative hit list
• advancements in technology affecting water supply
• articulate public
• new Prop 1A fiscal protection from takeaways
• potential funding from National Oceanic and Atmospheric Administration (NOAA) agreement with Cal-Am
• lagoon enhancements
• improved relationship and understanding with the Watermaster
• Monterey County’s relationship with the District
• cities’ relationships with the District
• innovative desalination alternatives
• environmental awareness of the public in general
• a healthy fish season
• District’s relationship with State and Federal resource management agencies
• Prop 50 funding
• opportunities for State grant funding and supportive legislation
• continued community conservation efforts
• tiered rates
• more print media focus on water issues
• forward progress on regional water projects
• improved relationship with the pollution control agency

EXTERNAL FACTORS/TRENDS THAT WILL/MIGHT HAVE A NEGATIVE IMPACT ON MPWMD IN THE NEXT 3 YEARS

Brainstormed Individual Perceptions:

• drought
• sale of Cal-Am system resulting in different management
• State and Federal elections
• delay in getting approvals from State and Federal fisheries agencies
• California Coastal Commission
• lack of surface water in the Carmel River to manage summer flows
• delays of Cal Am’s water project satisfying the water supply – State Water Resources Control Board (SWRCB) Order 95-10
• lack of understanding regarding issues facing the District—among the public and the jurisdictions
• not enough water
• regional water needs
• lack of cooperation from other possible water supply project proponents
• rising costs of energy, equipment, construction, personnel
• rate increases in people’s water bills from multiple sources
• unfunded State and Federal mandates
• people’s frustration with increased regulations
• ardent advocacy relating to perceived process defects
• majority of the community wants water solution but isn’t willing to pay
• unwillingness of community to support project because of growth fears
• litigation
• public vs. private ownership of a project
• flood
• budget constraints at the State and Federal levels
• PUC inexperience in major water decisions
• lack of funding for projects
• negative campaigns against the District
• poor public perception of District
• Board relationship to jurisdictions
• Cal-Am’s adversarial relationship with MPWMD
• future water needs of the water jurisdictions—differing perceptions of needs
• divisiveness in community regarding water solutions
• seawater intrusion in Seaside Basin
• lack of support from regulatory agencies in enforcing river violations
• variations in the environmental regulations and compliance

BRAINSTORMED GOALS

• Establish respectful relationships among District, Cal-Am, jurisdictions and Watermaster
• Determine long-term water supply solution(s), including a quantity target
• Obtain State and Federal funding for District project(s)
• Pursue public ownership of water resources supply(ies)
• Pursue resolution of Carmel River lagoon permit issues
• Participate effectively in State regulatory process (PUC, SWRCB and California Coastal Commission)
• Increase the abundance of steelhead in the Carmel River
• Collaborate and begin Water Recycle Project with MRWPCA
• Assess effectiveness of Water Distribution System permitting process
• Get Water Distribution System permit situation under control
• Pursue NOAA/Cal-Am agreement funding for river project
• Expand Conservation Division staffing
• Determine if the public wants a Regional Water Authority
• Enter into complete reimbursement agreement for current rate case
• Improve public perception of District
• Recover storage capacity in Carmel River reservoirs
• Complete Phase II ASR
• Enhance revenue
• Convert website to Windows
• Build and operate Phase I ASR Project
• Prevent saltwater intrusion
• Develop tools for easy upload to website
• Pursue grant opportunities
• Determine public or private water project ownership
• Legalize water resources and reduce summer pumping to increase habitat
• Identify and achieve greater water conservation
• Hire web developer
• Improve website
• Overhaul and update the water conservation regulation
• Improve alarm at fish facility
• Achieve a balance in staff workload and capability

* * *

CITIZEN’S ADVISORY COMMITTEE

Brainstormed Individual Ideas on Why We Should Have a Citizen’s Advisory Committee:

• Public interaction with staff
• Enhance public understanding of issues
• Expand opportunities for public comment and discussion on issues
• Improve public image with the public
• Opportunity to hear from the public about concerns they have
• Broaden stakeholders
• Denied opportunity to be in the TAC or PAC (e.g., Monterey Peninsula College and military representation)
• Need to spend more time educating the public
• Public knows we are considering doing it

Brainstormed Individual Ideas on Why We Should Not Have a Citizen’s Advisory Committee:

• Logistics of another set of meetings and reports
• Additional workload for staff
• Possible duplication with other groups (e.g., TAC, PAC, Watershed Council)
• Runaway jury issue—pushing boundaries of authority
• Could become too small of a group
• Personal motivations and agendas
• Disagreements within the committee
• Difficulty clarifying roles and jurisdiction of the group relative to TAC, PAC and Carmel River Advisory Committee
• Unclear appointment process
• Lead to false expectations regarding meeting their expectations
• Unclear scope—issues to address
• Unclear membership
• Time involved to educate the committee members
• Unclear about enhanced value

NEXT STEPS/FOLLOW-UP PROCESS

WHEN	WHO	WHAT
In the October 16, 2006 packet	Executive Assistant	Distribute the strategic plan to the Board.
October 16, 2006	Board	Adopt the strategic plan.
October 2006 meeting	Team Management (General Manager-lead)	Review the “What’s Not Going As Well As You’d Like” list for possible action items.
At the November 2006 Board meeting	Public Outreach Committee and General Manager	Recommend to the Board what an ad hoc Citizen’s Advisory Committee’s charge/issue might be, the appointment process and the length of the committee.
Monthly Board Meeting (General Manager’s Report)	Board (Chair and Vice Chair-co-leads)	Monitor progress on the goals and objectives and revise objectives (add, amend and/or delete), as needed.
Monthly	Executive Assistant	Prepare and distribute the Strategic Plan Update
April 2007	Board and Team Management	Strategic Planning Retreat for a more thorough assessment of progress on the goals and objectives. Develop core values and objectives for the next six months.

DRAFT

MONTEREY PENINSULA WATER MANAGEMENT DISTRICT

2006-2007 STRATEGIC PLAN

September 25, 2006

MISSION STATEMENT

The mission of the Monterey Peninsula Water Management District (MPWMD) is to manage,

augment and protect water resources for the benefit of the community and the environment.

VISION STATEMENT

The MPWMD:

1) will strive to serve as a catalyst in collaboration with public and private entities for environmentally responsible solutions that result in a reliable and legal water supply; and

2) shall be a fiscally responsible, professionally and publicly respected leader in managing water resources.

THREE-YEAR GOALS

(2006-2009 * Not in priority order)

Establish respectful and effective relationships among the MPWMD, California American Water, jurisdictions and the Watermaster

Determine long-term water supply solution(s), including a quantity target

Build and complete Aquifer Storage and Recovery Phase I Project and complete Phase II planning

Enhance revenue from external resources

Enhance the protection of water resources of the Carmel River for the benefit of the environment

MONTEREY PENINSULA WATER MANAGEMENT DISTRICT (MPWMD)

SIX-MONTH STRATEGIC OBJECTIVES

September 25, 2006 – March 15, 2007

B THREE-YEAR GOAL: Establish respectful and effective relationships among the MPWMD, California American Water, jurisdictions and the Watermaster

WHEN	WHO	WHAT	STATUS			COMMENTS
			DONE	ON TARGET	REVISED
1. By Oct. 31, 2006	Board Chair Michelle Knight and Boardmember Larry Foy, working with Monterey County officials	Discuss how to partner in cost-effectively providing service to the Watermaster to implement the Seaside Groundwater Basin Management and Monitoring Plan.
2. By Mar. 15, 2007	General Manager, Board Chair Knight and Boardmembers Lehman, Markey and Foy	Make presentations to each jurisdiction (at City Council and Monterey County Board of Supervisors meetings) regarding water issues affecting the jurisdictions.
3. By Nov. 2006	Public Outreach Committee (Boardmember Michelle Knight-lead), working with Cal-Am Senior Management	Identify steps toward a more respectful, effective relationship between California American Water (Cal Am) and the MPWMD.

B THREE-YEAR GOAL: Determine long-term water supply solution(s), including a quantity target

WHEN	WHO	WHAT	STATUS			COMMENTS
			DONE	ON TARGET	REVISED
1. At appropriate Board meetings	General Manager	Present the California Public Utility Commission’s (CPUC) proposed targets and alternatives to the Board for feedback.
2. By Nov. 1, 2006 and ongoing thereafter	District Staff (General Manager-lead)	Actively participate in the CPUC Coastal Water Project environmental review.
3. At the Nov. 2006 Board meeting	District Engineer	Present to the Board for consideration a resolution to support proposed Monterey Regional Water Pollution Control Agency replenishment projects for the Seaside Basin.
4. At the Nov. 2006 Board meeting	Public Outreach Committee and General Manager	Present to the Board a recommendation on establishment of an Ad Hoc Community Advisory Committee.
5. At the Dec. 2006 Board meeting	Board (Chair Michelle Knight-lead)	Initially consider a yield target to satisfy existing and future MPWMD water needs and submit to the jurisdictions for feedback by March 15, 2007.
6. By Mar. 15, 2007	MPWMD Staff (General Manager-lead)	Refine the Matrix of Water Supply Alternatives, using the quantified supply target and adding the Seawater Conversion Vessels offshore desalination project for use by the Board to consider one or more preferred projects.

C THREE-YEAR GOAL: Build and complete Aquifer Storage and Recovery Phase I Project and complete Phase II planning

WHEN	WHO	WHAT	STATUS			COMMENTS
			DONE	ON TARGET	REVISED
1. By Dec. 1, 2006	General Manager and Team Water Rights	Secure State Water Resources Control Board (SWRCB) approval for Phase I.
2. By Jan. 31, 2007	General Counsel and General Manager	Complete water rights negotiations between Cal Am and the MPWMD.
3. By Feb. 1, 2007	Senior Hydrogeologist	Oversee completion of the second Aquifer Storage and Recover (ASR) well for Phase I project.
4. By Feb. 1, 2007	Senior Hydrogeologist	Monitor and facilitate the necessary infrastructure improvements to the Cal-Am system to ensure that they are in place to support Phase I.
5. By Mar. 15, 2007	Senior Hydrologist	Develop a project description and yield estimate for the Phase II ASR project.

DTHREE-YEAR GOAL: Enhance revenue from external resources

WHEN	WHO	WHAT	STATUS			COMMENTS
			DONE	ON TARGET	REVISED
1. By Jan. 15, 2007	Chief Financial Officer and the Administrative Committee	Identify the CPUC rate increase and determine additional revenues from user fees.
2. By Jan. 15, 2007	General Manager and Water Demand Manager	Complete reimbursement agreements for the Conservation Program with Cal-Am.
3. By Jan. 31, 2007	Chief Financial Officer (lead), Administrative Committee and the Board	Secure funding through participation in a debt pool for ASR Phase I.

ETHREE-YEAR GOAL: Enhance the protection of water resources of the Carmel River for the benefit of the environment

WHEN	WHO	WHAT	STATUS			COMMENTS
			DONE	ON TARGET	REVISED
1. By Mar. 15, 2007	Senior Fisheries Biologist and the Water Resources Engineer	Work with the Interagency Carmel River Lagoon Technical Advisory Committee (CRLTAC) with input from stakeholders to finalize the CRLTAC’s Long Term Plan.
2. At the March 2007 Board meeting, after review by the Carmel River Advisory Committee	Water Resources Manager	Merge and prioritize lists of restoration objectives from the National Oceanic and Atmospheric Administration/Cal-Am settlement and Carmel River Watershed Conservancy watershed plan so that the MPWMD has a position on spending priorities for restoration of the Carmel River watershed, and present to the Board for consideration.

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