State officials say that water conservation figures for July show California residents are beginning to understand the dire need to cut back in a fourth year of drought.
Felicia Marcus, chair of the State Water Resources Control Board, said that regulators are now turning their focus to the communities failing to conserve. They are making personal visits with local officials in cities that have haven't responded to a mandate by Gov. Jerry Brown's to use 25 per cent less water.
"It's hands on," Marcus said. "We're in a crisis."
The state water board on Thursday is expected to release water conservation figures for July, revealing how each community is performing.
Marcus would not detail them in advance of Thursday's release, saying only that they look good. Communities throughout California collectively conserved by 27 per cent in June, meeting the governor's mandate.
Contacted independently, water districts serving San Jose, San Diego and Fresno — among California's largest cities — say they've surpassed their mandated targets and continue to increase conservation.
San Diego in July used 29 per cent less water. The San Jose Water Company used 38 per cent less water, and Fresno reports conserving by 31 per cent. Water savings are compared to 2013, the year before Brown declared a drought emergency.
Officials have not yet issued fines to underperforming water agencies, but they can be as high as $10,000 a day. Marcus said she favours other methods to achieve California's goals.
"I believe that peer pressure and the bully pulpit is going to be most effective," she said.
This content appears as provided to The Globe by the originating wire service. It has not been edited by Globe staff.