COMMITTEE AGENDA MEMORANDUM
Recycled Water Committee
Government Code § 84308 Applies: Yes ☐ No ☒
(If “YES” Complete Attachment A - Gov. Code § 84308)
SUBJECT: title
Receive Information and Provide Feedback on the Results from the 2026 Purified Recycled Water Public Perception Poll.
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RECOMMENDATION: Recommendation
Receive information and provide feedback on the results from the 2026 Purified Recycled Water Public Perception Poll.
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SUMMARY:
Public Perception Poll Approach
In 2026, Valley Water updated its 2026 Purified Recycled Water Public Perception Poll (Poll) to better align with the advancement of the Pure Water Silicon Valley potable reuse project. Previous polls largely measured public perceptions of the general concept of purified water for potable reuse. This year, Valley Water introduced questions with clearer terminology to distinguish recycled water from purified water and expanded the poll to measure perceptions of and support for Pure Water Silicon Valley.
The updated approach was informed by previous Valley Water research, industry best practices, and benchmarking other water agencies' public opinion research. These changes provide a more project-focused understanding of public opinion and establish a new baseline to guide future Pure Water Silicon Valley communications, education, and outreach.
Public Perception Poll Results
EMC Research conducted a countywide survey of 600 Santa Clara County residents in June 2026 through telephone and online interviews in English, Spanish, Chinese, and Vietnamese.
Key findings include:
• Initial project support is split.
o 52% supported Pure Water Silicon Valley, 36% opposed it, and 12% were unsure.
• Information increases support.
o After receiving additional project information, support increased to 58%.
• Support remained resilient after hearing opposing arguments.
o 50% of respondents continued to support the project.
• Public education remains important.
o The results reinforce the value of providing clear information about the project, purification process, and benefits.
The poll tested messages to identify the information residents found most compelling. Key themes included:
• Water supply reliability and drought resilience: Developing a reliable, locally controlled water supply to prepare for drought and future water shortages;
• Proven, safe use of purified water: Highlighting the successful use of purified water in other communities; and
• Water quality and treatment: Explaining the advanced purification process and its ability to remove contaminants.
Results show that clear information about the project’s reliability, safety, advanced treatment process, and local water-supply benefits can increase and sustain public support.
Next Steps
Valley Water will use these findings to strengthen communications, refine outreach materials, and guide future engagement efforts. Continued education, targeted outreach, and ongoing evaluation will help build understanding and support as Pure Water Silicon Valley advances toward implementation. Next steps include:
• Provide this presentation to the Joint Recycled Water Policy Advisory Committee in October
• Update tour scripts, talking points, and outreach materials using the poll’s top messages.
• Develop targeted outreach and social media campaigns, particularly for adults aged 30 and older.
• Continue leading the Bay Area Potable Reuse Outreach Collaboration Group, bringing together Bay Area water agencies to share public opinion research, coordinate terminology and messaging, exchange outreach best practices, and identify opportunities for regional collaboration. Staff will also continue participating in relevant industry communications and education groups.
• Conduct FY27 focus groups on specific terminology, water applications, and how demonstration-water tasting and bottling affect perceptions.
• Continue monitoring outreach results and adjusting strategies based on effectiveness.
• Advance planning for the Pure Water Silicon Valley Learning Center, anticipated to open in 2031.
ENVIRONMENTAL JUSTICE IMPACT:
The general purified water outreach efforts include engaging with disadvantaged communities through multi-lingual communications materials and trusted community leaders.
ATTACHMENTS:
Attachment 1: PowerPoint
UNCLASSIFIED MANAGER:
Manager
Rachael Gibson, 408-630-2884