COMMITTEE AGENDA MEMORANDUM
Joint RWPAC with Cities of San Jose/Santa Clara
Government Code § 84308 Applies: Yes ☐ No ☒
(If “YES” Complete Attachment A - Gov. Code § 84308)
SUBJECT: title
Receive Update on Valley Water and City of San Jose Public Outreach Highlights for the Purified Recycled Water Program and South Bay Water Recycling; and 2026 Public Perception Poll and Provide Feedback.
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RECOMMENDATION: Recommendation
Receive information and provide feedback on:
A. Valley Water and City of San Jose public outreach highlights for the Purified Recycled Water Program and South Bay Water Recycling; and
B. The results from the 2026 public perception poll.
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SUMMARY:
A. Public outreach highlights for the Purified Water Program and South Bay Water Recycling (SBWR)
As Valley Water works to implement potable reuse, public outreach and education will be essential to building awareness, trust, and support for purified recycled water. Valley Water has invested in these efforts for years through programs at the Silicon Valley Advanced Water Purification Center (SVAWPC).
After the State of California adopted direct potable reuse (DPR) regulations in 2023, Valley Water began advancing a DPR project. Experience from water reuse projects in California and across the country shows that proactive public outreach and ongoing public engagement are critical to project success.
Valley Water is transitioning from outreach focused on the SVAWPC to planning outreach and education for the Pure Water Silicon Valley Project. This is a partnership between Valley Water and the Cities of San José and Santa Clara and aims to provide purified recycled water for drinking in Santa Clara County by 2035. The SVAWPC currently further purifies treated wastewater from the Cities’ Regional Wastewater Facility for South Bay Water Recycling’s non-potable purple pipe system.
As staff work more closely with City partners, efforts will align around three key areas:
1. Interactive Engagement Opportunities help the community learn about advanced water purification and provide the opportunity to ask questions.
2. Data-Driven Outreach is implemented by using water reuse research, public perception polling and industry experience.
3. Targeted Outreach through priority audiences and trusted community partners.
Highlights from Valley Water’s public outreach efforts on purified recycled water are described below.
Interactive Engagement Opportunities
Interactive engagement opportunities help people understand and build confidence in purified recycled water. Valley Water’s efforts include educational tours of the SVAWPC, tastings of purified recycled water, and youth engagement.
• Tours of the Purification Center - SVAWPC tours are Valley Water’s primary outreach strategy for building awareness and support for purified recycled water. Visitors walk through the operating facility, see the treatment process firsthand and view the filters and membranes up close. Staff hosts public tours twice per month and private tours for groups of 10 or more. Tours are promoted through Valley Water’s outreach channels and community presentations. In fiscal year 2026, staff hosted 1,677 members of the public through 84 tours. Since 2014, staff have hosted 22,385 tour attendees through 1,024 tours.
• Purified Recycled Water Tastings - Valley Water distributes bottled purified recycled water during tours and community events so the public can taste the water, which can provide reassurance in the water’s quality and taste. The State of California’s Division of Drinking Water and the California Department of Public Health approved the current bottles for distribution in March of 2026. In fiscal year 2026, staff distributed 10,162 bottles.
• Youth Engagement - Youth programs help students understand advanced water purification and their role in the region’s water future. Activities include Valley Water’s Youth Commission engagement, school tours of the SVAWPC and the Water We Share classroom lesson. These opportunities allow students to learn about the treatment process, ask questions, and learn about the benefits of purifying recycled water. Students share what they have learned with their family and friends. In fiscal year 2026, staff reached 1,213 youth across the Youth Commission, classroom lessons, and youth tours.
Data-Driven Outreach
Valley Water uses data-driven, industry-informed outreach strategies to better understand public perceptions, measure outreach results and improve communication about purified recycled water.
• Public Perception Poll - Annual public perception polls measure community support for purified recycled water. Results guide outreach strategies, refine key messages, and track changes in public understanding and acceptance over time. The most recent poll was conducted in June 2026; results are presented below.
• Pre- and Post-Tour Surveys - Surveys completed before and after SVAWPC tours measure the changes in participants’ knowledge and support for purified recycled water. Results help staff evaluate and improve the tour experience and outreach strategies. In 2026, matched surveys from 329 tour participants showed that overall support for purified water increased from 85% before the tour to 96% afterward.
• Water Reuse Industry Knowledge and Best Practices - Valley Water participates in the WaterReuse California Communications Collaborative Group and the national WaterReuse Outreach and Education Committee. Valley Water also leads Bay Area Potable Reuse Outreach Collaboration meetings, where utilities share best practices, outreach challenges and opportunities for regional collaboration.
Targeted Outreach
In fiscal year 2026, staff provided various tailored outreach for key audiences, including elected officials, the medical community, older adults, employees, local agencies and community event participants. These efforts increased awareness of purified recycled water as a reliable, drought-resilient local water supply and helped reach the broader community through trusted partners and networks.
• Elected Officials - Tours help elected officials understand the regional benefits of purified recycled water, including local water reliability and environmental protection. Their support can help advance funding, policy and permitting decisions, regional water priorities, public awareness, and advocacy for state and federal resources.
• Medical Community - Valley Water partnered with Dr. Stephen Jackson, Co-Chair of the Santa Clara County Medical Association’s (SCCMA) Environmental Health Committee, on an article titled, “Physicians Join Together to Advocate for Potable Reuse,” for SCCMA’s magazine, The Bulletin. The article was published in October 2025. Staff also partnered with the County of Santa Clara, Public Health Department to provide SVAWPC tours for San José State University nursing students.
• Older Adult Outreach - The 2024 public perception poll found that adults aged 50 and over were less supportive of purified water than other age groups. Staff engaged this group with a private SVAWPC tour for the Almaden Lions Club and ongoing participation in the Happy Hollow Park & Zoo Senior Safari events.
• Employees - Staff engaged Valley Water employees through SVAWPC tours and internal events to build awareness and support for purified recycled water.
• Local Agencies - Staff engaged local agencies through tours, community events, and sharing purified recycled water demonstration bottles. These agencies help extend information about purified recycled water to the residents, businesses, and community groups they serve. Partners included the City of Santa Clara Parks and Recreation Department, the City of Santa Clara Water and Utilities Department, the San Jose-Santa Clara Regional Wastewater Facility, and the East Bay Municipal Utility District.
• Community Events - Valley Water staff answered questions and increased public awareness of purified recycled water with engagements at numerous events, including the Mountain View Technology Showcase, San Jose State University’s Earth Day, and the Monte Sereno Annual City Picnic.
South Bay Water Recycling Outreach
South Bay Water Recycling (SBWR) delivers non-potable recycled water for irrigation and industrial cooling to 1,100 customers through 165 miles of purple pipeline. In fiscal year 2026-2027, SBWR will highlight customers that reduce water use with recycled water, update public information materials, expand partnerships with potential recycled water users and promote purified recycled water through youth education and SVAWPC tours.
B. Results from the 2026 public perception poll
Public Perception Poll Approach
In 2026, Valley Water updated its Purified Recycled Water Public Perception Poll
to align with the Pure Water Silicon Valley Project.
Previous polls focused on general public views of purified water. The updated poll used clearer terminology to distinguish recycled water from purified water for drinking. The poll also included questions about support for the Pure Water Silicon Valley Project.
The updated approach reflects prior Valley Water research, the industry’s best practices, and lessons learned from other water agencies. This year’s poll established a new baseline for future project communications, education and outreach.
Public Perception Poll Results
EMC Research conducted a countywide poll 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 was divided: 52% supported Pure Water Silicon Valley, 36% opposed it, and 12% were unsure.
• Information increases support: After receiving additional project information, support increased to 58%.
• Support remained after opposing arguments: 50% of respondents continued to support the project.
• Public education remains important: The results reinforce the need to clearly explain the project, the purification process and the project 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 continue to implement outreach and polling strategies, and use data and ongoing evaluation to refine communications, outreach materials, and engagement efforts for the SVAWPC and the Pure Water Silicon Valley Project. Next steps include:
• Focus Groups - Conduct focus groups to better understand the public’s response to terminology, water uses, and demonstration water tasting.
• Outreach Materials - Use the poll findings to update talking points and outreach materials for adults aged 30 and older. Staff will also share the findings with other water reuse professionals.
• Industry Leadership in DPR Outreach - Expand Valley Water’s reach by sharing industry insights and best practices with agencies across California.
• Pure Water Silicon Valley Project Communications and Outreach - Collaborate with the City of San Jose’s Environmental Services Department Communications Division and the City of Santa Clara’s Water and Sewer Utilities Department on joint outreach collateral materials, community events, and marketing campaigns.
• Develop Learning Center - As part of Phase 1 of the DPR Demonstration Facility Project, work with the Pure Water Silicon Valley Project team on learning center specifications and maintain local partnerships to broaden outreach and create engaging learning experiences.
ENVIRONMENTAL JUSTICE IMPACT:
There are no environmental justice impacts associated with this item. The general purified recycled water outreach efforts include engaging with disadvantaged communities through multi-lingual communications materials and trusted community leaders.
ATTACHMENTS:
Attachment 1: 2026 Valley Water Outreach Highlights PowerPoint
Attachment 2: 2026 Public Perception Poll Results PowerPoint
UNCLASSIFIED MANAGER:
Manager
Rachael Gibson, 408-630-2884