A. Preparedness. The DWSPP provides Town leaders the opportunity to react quickly and implement appropriate restrictions early, while making allowances to suit situational needs. During drought, water shortage, or at all other times, the ultimate goal for the municipality is to protect and preserve public health, welfare and safety and minimize adverse impacts.

B. Responsiveness to Citizens. Clarkdale’s goal is to continue to provide sufficient water to meet the needs of its citizens. Should water shortage conditions arise, the Town of Clarkdale wants to be sensitive to the needs of its citizens and water customers and wants to be sure that residential customers and business interests have the opportunity to respond in an informed manner. Shortages should be handled in a manner that minimizes the disruption of the economy so that jobs are protected and regional economic stability is preserved. The citizens of Clarkdale should expect competent implementation of demand reduction measures when they are necessary.

C. Equity and Fairness during Water Shortages. The impacts and hardships caused by drought or other water shortages should be shared equitably and in proportion to the magnitude of the shortage. Not all uses of water are the same. Some uses, such as reserves for fire suppression, critical cooling applications, and medical necessity, will have to take priority over less universally beneficial applications of the available resource, such as lawn and park irrigation, maintenance of decorative fountains or water features, and cooling of outdoor recreation areas.

D. Public Education. In order to effectively provide ways for the residents and businesses to participate in water demand reduction when a water supply shortage occurs, the Town must provide the public with education and information about the drought and water shortage preparedness plan and the Town’s demand reduction strategies.

E. Water Conservation. Water conservation, by its very nature, should be a normal component of a well-run water utility, which seeks to maintain a reliable water resource, and is particularly applicable to communities like Clarkdale that are located in desert environments. Water conservation should be an ongoing practice of the citizens of the community.

F. Proactive Approach. Effective conservation programs can extend the existing water supply, reduce the costs of finding and delivering additional water, and minimize the damage to the natural ecosystem caused by removing groundwater. For customers, conservation efforts can decrease overall household operating expenses. For both the utility and customers, conservation activities are exercises in responsible behavior.

G. Common Practice of the Town. As part of the best practices/industry standards provisions, it shall be the practice of the Town of Clarkdale to mirror, to the degree possible under the prevailing facts and circumstances, the requirements of Water Resource Status Level I, and its corresponding Demand Reduction Strategy I – “Water Alert,” as more thoroughly delineated in Sections 19-11-5(B)(1) and 19-11-6(D)(1).

H. Adherence Mandatory. Adherence to Water Resource Status Levels I, II, and III, and their corresponding Demand Reduction Strategies I, II, and III – “Water Alert,” “Water Emergency,” and Water Crisis” – is mandatory whenever any one (1) of those particular demand reduction strategies has been declared, and is strictly enforced.

I. Encouragement. As part of the best practices/industry standards concepts in this plan, the Town of Clarkdale strongly encourages all Town of Clarkdale Municipal Water Utility users to adhere to Water Resource Status Level I, and its corresponding Demand Reduction Strategy I – “Water Alert” – (Sections 19-11-5(B)(1) and 19-11-6(D)(1)) – requirements on a daily basis, regardless of whether that particular status level or reduction strategy has been ordered by the Town Manager and/or the Utilities Director.

J. New Landscaping for Commercial Projects. New landscaping for commercial projects should only be accomplished with plant materials that require little or no supplemental irrigation water. For such new projects, daily irrigation for purposes of plant establishment should only be allowed for landscaping that is required under the landscaping codes of the Town. A thirty (30) day landscape water permit shall be obtained through the Clarkdale Municipal Water Utility prior to landscape installation and shall be prominently posted at the irrigation site. [Ordinance #383, 2017; Resolution #1538, 2017; prior code § 19-11-4.]