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Mesa Water’s $500,000 rebranding (OCR)

Posted on 31 March 2014 by admin (0)
Jebb Harris, Orange County Register

Jebb Harris, Orange County Register

Orange County Register

Native American musicians blessed the “ancestral waters,” valets parked cars for 150 “VIP” guests and $50,000 event planners passed out catered custom cookies shaped like water drops and redwood trees – $1,500 worth of cookies.

Last month’s unveiling of a revamped water filtration facility is just a small example of Mesa Water District’s lavish spending on marketing and communications.

While raising rates, the public provider of Costa Mesa’s drinking water has increased its communications spending by 300 percent in four years. It now wields a $1.25 million annual budget that dwarfs those at similar water districts. The district serves just 110,000 customers.

People don’t have a choice in their water provider, yet district officials want to pump up their reputation. They say not enough ratepayers know their name, which could be a problem during natural disasters, or when officials need to pass a bond measure. But an underlying motivation, board meeting minutes show, may be their desire to remain an independent agency in the face of criticism. To raise their profile, Mesa officials have paid six figures to public relations consultants and staff.

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