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-Editorial
The Imperial Irrigation District (IID) Board of Directors approved a comprehensive set of public affairs recommendations during its February 18 meeting, aiming to enhance transparency and public engagement. The recommendations, developed by the district’s Public Affairs Workgroup composed by Directors J.B. Hamby and Karin Eugenio, seek to improve outreach efforts, strengthen communication strategies, and ensure IID customers are well-informed about district operations, policies, and changes.
The Board initially formed the Public Affairs Workgroup in December 2022 with the passage of Resolution 66-2022, recognizing community outreach as a key district priority. One year later, in February 2023, the Board adopted the workgroup’s first set of recommendations, laying the foundation for expanded public affairs efforts. However, ongoing community concerns—particularly regarding recent power rate adjustments—prompted the Board to revisit the issue. On February 4, 2025, the Board reaffirmed its commitment to improved communication by adopting Resolution 6-2025 and directing the workgroup to develop additional strategies for public engagement.
As part of this process, the Public Affairs Workgroup conducted an internal survey among 25 IID employees across various departments, including executive management, customer service, and energy efficiency. The survey generated 66 pages of feedback, identifying key areas for improvement, such as increased transparency in decision-making, structured outreach efforts, and better coordination between Public Affairs and other IID departments.
During the February 18 meeting, the Board officially received the workgroup’s report and directed the General Manager to implement its recommendations. The Board also established a reporting schedule for progress updates from March through August before dissolving the workgroup, marking the completion of its role in developing outreach strategies.
The adopted recommendations introduce a structured approach to outreach and communication. A cornerstone of this plan is the Annual Work Plan, running from September to August, which will be guided by key performance indicators (KPIs) and internal feedback. A planning phase from June to August will allow for updates to outreach materials, while monthly reviews will ensure adaptability to changing circumstances.
Additionally, the Public Affairs Department will set measurable goals in key areas such as public information, digital media, community outreach, and event planning. Stronger coordination between Public Affairs and other IID departments is also a priority, with plans to establish departmental liaisons and provide regular training sessions for Public Affairs staff on IID operations.
The Board further emphasized its own role in outreach by requiring all communication requests to go through the General Manager and ensuring directors contribute to the Annual Work Plan to align outreach efforts with district priorities.
Other significant initiatives include prioritizing the hiring of vacant Public Affairs positions to expand outreach capabilities, enhancing marketing efforts for Public Benefits programs using dedicated funds, implementing proactive communication strategies for rate adjustments through public forums and direct engagement, and modernizing IID’s branding while developing a communications toolkit to improve efficiency.
IID Director Alex Cardenas and General Manager Jamie Asbury engaged in a detailed discussion during a recent Public Affairs Committee meeting, focusing on the district’s communication strategies and resource allocation.
Cardenas praised the structured approach taken by the Public Affairs Department in outlining plans, setting key goals, and tracking progress through measurable indicators. He inquired about available resources to execute the initiatives effectively. Asbury acknowledged the rigorous demands on staff but affirmed that the team is well-positioned to meet its obligations with internal collaboration.
The discussion also touched on performance metrics, with Cardenas citing increased public engagement as a key indicator of success. Asbury emphasized the importance of tracking community outreach efforts, particularly in programs like the Residential Energy Assistance Program, to ensure aid reaches those in need.
Collaboration with community-based organizations (CBOs) was another focal point. While Asbury recognized the value of working with groups like Imperial County Transportation Commission and Campesinos Unidos, she noted challenges related to data privacy laws that limit third-party access to customer information. IID is exploring technological solutions to facilitate enrollment without compromising security.
Cardenas highlighted the need for a stronger alignment between Public Affairs and Public Benefits to enhance community outreach. The discussion concluded with a commitment to proactive communication and increased public engagement, with a special focus on upcoming agriculture-related initiatives in March.
In other items, the IID Board of Directors has set its 2025 water conservation targets to meet contractual transfer obligations while leveraging federal funding to bolster conservation efforts.
For 2025, IID must conserve 298,000 acre-feet (AF)—200,000 AF for the San Diego County Water Authority (SDCWA) and 98,000 AF for the Coachella Valley Water District (CVWD). To help meet these requirements, IID is relying on its existing conservation programs, which are projected to yield 128,000 AF, leaving a 170,000 AF gap to be filled through the On-Farm Efficiency Conservation Program (OFECP).
The Board has proposed a $450/AF payment rate for OFECP, consisting of $339/AF in water transfer funding and a $111/AF supplemental payment, contingent on federal support. The Deficit Irrigation Program (DIP) remains at $300/AF, with payments also dependent on federal funding. IID is actively advocating for assurances from the federal government to secure outstanding and future conservation payments.
Federal funds from the System Conservation Implementation Agreement (SCIA) allow IID to generate additional System Conservation Water (SCW) for storage in Lake Mead, supporting critical reservoir levels. However, uncertainty over federal appropriations could impact these programs.
With an estimated $57.6 million allocated for OFECP conservation, IID aims to balance its contractual obligations, sustainability efforts, and financial constraints, ensuring that conservation initiatives continue despite the transition to a new administration in Washington. The Board is expected to revisit funding options as discussions with agricultural stakeholders and federal agencies progress.
