THE CLIENT
Carson Power, a community solar developer, was progressing smoothly with its community solar and battery energy storage system (BESS) project in the Town of Elmira. Their development team had established a strong working relationship with the town’s elected officials, thoroughly educating them on all aspects of the proposed site plan and related studies. After nearly a year of diligent effort, it seemed all questions and concerns from town representatives had been addressed, and the project appeared on track for approval.
THE CHALLENGE
Despite preparation and positive engagement with town officials, a significant roadblock emerged during the public comment period for the project. Nearly 40 residents unexpectedly attended the meeting, speaking out against the project. This sudden surge in opposition, after months of smooth progress, prompted a joint decision by the planning board and Carson Power to extend the public comment period to the following month’s meeting. Their goal was to allow the community to fully articulate their concerns and for Carson Power to provide comprehensive responses. Following this meeting, over 60 additional letters of opposition and concern were submitted to the town.
Carson Power engaged Sustainable PR to navigate this unforeseen community backlash, aiming to understand and effectively address the residents’ concerns before proceeding further with permitting and approval.
THE SOLUTION
Sustainable PR implemented a multi-faceted community engagement strategy to address the wave of opposition and rebuild trust:
- Identify Key Concerns: Sustainable PR meticulously reviewed all 60+ letters of opposition and compiled a detailed document that systematically addressed each concern, ensuring a thorough public-facing response for the town and community.
- Conduct Stakeholder Engagement: Sustainable PR facilitated meetings with key community stakeholders who possessed deep insights into community sentiment. These discussions were crucial to understanding the underlying anxieties of residents and informed the development of targeted messaging highlighting the benefits of the project and addressing primary concerns.
- Understand Misconceptions: Through these engagements, Sustainable PR identified that most of the community apprehension was associated with BESS technology. This concern largely stemmed from a lack of understanding about how BESS technology works and how emergency situations would be managed in the unlikely event of an incident.
- Advocate Conversion: Sustainable PR partnered with New Yorkers for Clean Power, tapping into their local network of clean energy advocates. These residents, despite being clean energy advocates, shared concerns about the BESS. Carson Power representatives met directly with these individuals. By actively listening to their concerns and providing clear, factual education about BESS technology and its safety protocols, their apprehension diminished, transforming them into key project supporters.
- Community Education: Recognizing that education was paramount, Sustainable PR promoted a community event, at which Carson Power arranged for a fire safety expert specializing in BESS to address the public. This expert provided the community with accurate information about BESS, potential risks, and management protocols. The meeting was well attended, and the fire expert was able to convey the operation and safety of BESS in a way that mitigated the majority of community concern.
THE RESULTS
Through a strategic and empathetic approach to community engagement, Sustainable PR was able to help Carson Power successfully overcome opposition to their project in Elmira.
The direct engagement with concerned residents, particularly the clean energy advocates who initially harbored concerns about BESS, led to a significant shift in their perception, converting foes into strong advocates for the project. And the expert-led fire safety presentation proved highly effective in dispelling widespread misunderstandings and anxieties surrounding BESS technology.
Despite some residual opposition, Carson Power’s proactive efforts and the transparent communication of safety measures satisfied the Town Planning Board, ultimately leading to the approval of the project.
