Austin Energy’s GreenChoice Program has brought more new renewable energy into operation than any other green energy program in the US. This paper explains why GreenChoice has been so successful.Issues addressed include: pricing, resource acquisition,marketing and promotion, and features of program design that distinguish GreenChoice from other green power programs.As of November 2002, GreenChoice has enrolled nearly 11,000 residential customers (over 3% of Austin Energy’s total residential customer base) and more than 200 businesses. The renewable energy sources that furnish GreenChoice include solar photovoltaics, wind,landfill methane, and small hydro-electric. The program continues to grow, largely through word of mouth, and low-cost marketing efforts. New renewable energy facilities have been added in three stages over the past two years, and more will be added to meet growing customer demand for clean renewable energy.
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