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outreach program, informational booths at local community events and more. The PUD developed the 
Pure Water Working group in 2014 to provide a forum for gaining input and feedback from stakeholders 
who represent its customers and broad community interests. Partnerships have also been formed with 
the University of San Diego and Think Blue and San Diego Coast-keeper to engage youth of all ages 
about the Pure Water program. The Pure Water San Diego Program has received a number of awards for 
its community outreach efforts from the WateReuse Association, American Water Works Association 
and the California Association of Sanitation Agencies, just to name a few.  

The PUD also has incorporated community outreach efforts to inform the public about water 
conservation and wastewater services.  

Water Reuse  

Planning and implementation is underway currently for a cutting-edge potable reuse program, the Pure 
Water San Diego Program. The Pure Water Program will maximize water reuse and ultimately provide 
one-third of San Diego’s drinking water by 2035, which equates to 83 MGD of water for human 
consumption. Phase one of the program will involve the construction of a 30 MGD Advanced Water 
Purification (AWP) Facility across from the North City Water Reclamation Plant. Construction will begin 
in 2019 and the facility will be in operation by 2021. One or two additional AWP facilities will be 
constructed in other areas of San Diego and will produce an additional 53 MGD of water by 2035.  

The City of San Diego’s existing water system only recycles 8% of the wastewater leaving homes and 
businesses. The rest is treated and discharged to the ocean. With the implementation of Pure Water, 
the City’s water reuse will increase to approximately seven times what it is today. Once Pure Water is 
fully implemented in 2035, approximately 56% of the City’s wastewater will be recycled. Pure Water 
decreases ocean discharges by approximately 100 MGD by maximizing the amount of water that is 
reused. This is around a 50% reduction in future ocean discharges based on current flow projections.   

 

ORGANIZATIONAL CULTURE  

 

Proactive leadership that engages in both internal organizational and broader external 
community priorities  

 

Establishes a participatory, collaborative organization dedicated to continual learning, 
improvement, and innovation   

 

Workforce and leadership development program in place to assure recruitment, retention, and 
competency of utility staff relative to a Utility of the Future business model. Development 
program includes a leadership and management skills training program that provides both 
formal and informal leadership opportunities for employees  

 

Employee “in-reach” program established to share work experiences and ensure greater 
understanding of the utility’s key strategy relative to the Utility of the Future business model 

 

Innovation initiatives adopted that encourage risk-taking, and that are adequately funded and 
staffed   

Internal brand champions provide bi-monthly updates on the employee performance on the following 
workforce commitments: quality, value, reliability and customer service. The executive teams from each 
division report to the City’s Public Utilities Department director semi-annually. A training program called