By Joe Smyth | email@example.com | @joesmyth
Tri-State Generation and Transmission Association has a new response for electric cooperatives that might be considering a different wholesale power provider: an advertising campaign that tells co-ops they are "better together" with Tri-State. But despite the message in the ads, Tri-State appears to have developed the ad campaign on its own, and is even placing the "better together" ads in the service territories of its members co-ops without explicit permission from the co-ops.
Tri-State launched its new ad campaign as one of its member co-ops is seeking to exit its contract with Tri-State in order to pursue more local renewable energy projects and lower rates, while other Tri-State member co-ops are also considering other power suppliers. Last month, the Colorado Public Utilities Commission ruled that it would determine the amount Delta-Montrose Electric must pay to leave Tri-State.
The discussion at one co-op's monthly board meeting suggests that Tri-State developed and placed the "better together" ads without the input of its member co-ops. At the Mountain Parks Electric monthly board meeting on February 14, Communications Manager Rob Taylor gave an update to the board of directors about Tri-State 's advertising campaign, so that the co-op could "discuss whether or not we want to use it."
"Tri-State has started a new advertising campaign, and the theme is called “Better Together” and we have to discuss to decide if it’s the messaging we want. Currently our local messaging on our commercials are energy efficiency themed. But they have some radio ads that I wanted to share with you just so you could hear what their new message is. And again we have not started using this, but we have to discuss whether or not we want to use it."
But after the Mountain Parks Electric board of directors listened to the Tri-State radio ad that ended with the message "Tri-State and Mountain Parks Electric. Brighter, stronger, better together," one board director said that he had heard the same ad on the radio that morning.
Mountain Parks Electric directors and staff were surprised to learn that Tri-State had already placed ads that used the co-op's name. Taylor noted that Tri-State "did ask for our feedback on it, and I said we would need to talk at the staff level first. But I guess they already started doing it. But that’s news to me."
"Obviously they didn’t need the feedback," said one board director.
"If we don’t like that messaging, we can certainly call them and tell them we prefer they didn’t run that in our area, I think that’s up to us," said Taylor.
But this week, Tri-State ran more print ads in two Grand County newspapers that reach Mountain Parks Electric members, Winter Park Times and Sky-Hi News. The new ads don't mention Mountain Parks Electric, but say that "Tri-State and our family of electric cooperatives are working together to power your tomorrows. We are brighter, stronger, and better together."
Tri-State's "better together" ads are also displayed in the February edition of Colorado Country Life, a magazine produced by the Colorado Rural Electric Association that is distributed to hundreds of thousands of co-op members in Colorado, most of which are members of co-ops that buy power from Tri-State.
The ads were also published in the February edition of Enchantment, a similar magazine distributed to co-op members in New Mexico, and the February edition of the Rural Electric Nebraskan.
Tri-State won’t allow co-op members to attend annual meeting
Tri-State expects member co-ops to support bylaw changes at annual meeting
Rocky Mountain Farmers Union calls on Tri-State to adopt flexible contracts and more clean energy
Co-ops in Colorado push for change at Tri-State
Will Municipal Energy Agency of Nebraska remain reliant on coal?
Tri-State ad campaign tells co-ops they’re “better together”
La Plata Electric concerned Tri-State debt will lead to higher rates
Colorado Public Utilities Commission asserts jurisdiction over Tri-State
More Colorado co-ops announce clean energy goals
Ski industry climate change efforts shift to electric utilities and their regulators
Public Utilities Commission rejects Tri-State motion to exclude Colorado Energy Office from exit charge case
Tri-State claims that co-ops "have intervened on Tri-State's behalf at the PUC” don’t add up
Colorado state legislators urge Public Utilities Commission to determine Tri-State exit charge
United Power says Tri-State policies are turning away large customers
Next PUC Commissioner John Gavan "consensus choice" of Governors Hickenlooper and Polis
Tri-State policy change discourages battery projects in rural Colorado and New Mexico
Colorado Public Utilities Commission orders Tri-State to "satisfy or answer" exit charge complaint from Delta Montrose Electric
United Power seeks solutions to "increasingly outmoded G&T business models"
Clean Energy Means Business Summit highlights renewable energy opportunities and challenges in rural Colorado
Governor-elect Jared Polis says moving Colorado toward more renewable energy will be a top priority
Electric cooperative officials discuss cheap renewable energy and an “eroding monopoly”
Delta Montrose Electric members vote for new financing options, supporting a potential buyout of Tri-State contract
Poudre Valley Electric requests Tri-State policy changes and fuel mix study
Holy Cross Energy plans to shift away from coal, aiming for 70% renewable energy
What do corporate renewable energy commitments mean for electric utilities?
Colorado Energy Plan approval will mean new renewable energy investments in rural Colorado
Report: Tri-State could save $600 million by shifting from coal to renewable energy
Delta Montrose Electric seeks new financing options to end contract with Tri-State
Wind energy jobs in rural Colorado attract bipartisan support
Colorado Energy Plan analysis shows switching from coal to renewable energy will boost jobs and local tax revenue
Poudre Valley Electric and Xcel Energy Colorado President win national awards from Smart Electric Power Alliance
Latest coal plant subsidy proposal could hit electricity bills in the West
Moody’s report: “High quality renewable resources” could help Tri-State and Basin Electric navigate rising carbon transition risks
Senator Heinrich highlights “frustrations in New Mexico” with Tri-State’s limits on local solar
Moody’s report shows Tri-State’s coal plants are more expensive than new renewable energy
Tri-State’s limits on local energy development are a growing problem for co-op members
Governor Hickenlooper discusses Tri-State at the Climate Leadership Conference
Bids for Xcel’s Colorado Energy Plan include a proposal for the world’s largest battery
New wind and solar power in Colorado is now cheaper than existing coal plants
Companies' 100% renewable energy goals are getting results in Colorado
What does cheap solar mean for electric cooperatives?
Colorado towns and cities are helping push utilities to embrace renewable energy
How are electric cooperatives navigating the transition from coal to cheap clean energy?
Blocked from building more solar projects, United Power shifts to community batteries
Economic reality sets in for Tri-State efforts to expand the Holcomb coal plant
Solar projects in the works in Grand and Jackson counties
Mountain Parks Electric grapples with solar