Appendix A

Public Education and Outreach Program Information

Year 6

2011 - 2012

Report Prepared By: Maris Sidenstecker, Public Education/Public Outreach Coordinator

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Table of Contents

General Public Education & Outreach Program Information........................................ A-3 Year 6 Public Education & Outreach Program Summary Table .................................. A-4 1.0 School Outreach .......................................................................................................... A-6 1.1 Grades K-3 ........................................................................................................... A-6 1.2 Grades 4-12 .......................................................................................................... A-6 1.3 Grades 4-College ................................................................................................ .A-10 1.4 Teacher Training .................................................................................................. A-13 2.0 Sea Otter Mortality Education .................................................................................. A-14 3.0 Selected BMP Brochures ............................................................................................ A-14 4.0 Residential Outreach .................................................................................................. A-15 5.0 Household Hazardous Waste ..................................................................................... A-17 6.0 Our Water Our World Displays ................................................................................ A-18 7.0 Our Water Our World Outreach Events .................................................................. A-19 8.0 Restaurant Outreach .................................................................................................. A-21 9.0 Bilingual Radio Ads .................................................................................................... A-22

10.0 Bilingual TV Ads ......................................................................................................... A-23

11.0 Bilingual Movie Ads .................................................................................................... A-24

12.0 Publicity/Press Releases.............................................................................................. A-25

13.0 Website ......................................................................................................................... A-26

14.0 Public Outreach Events .............................................................................................. A-27

15.0 Public Attitude Surveys .............................................................................................. A-29

16.0 Hands-on Storm Drain Display ................................................................................. A-30

17.0 Tourist Outreach ......................................................................................................... A-31

18.0 Logo Development ...................................................................................................... A-32

19.0 Educational Materials ................................................................................................ A-32

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Table of Contents (cont’d)

Attachment 1 –Student Letter .............................................................................................. A-34 Attachment 2 – Teacher Evaluation .................................................................................... A-35 Attachment 3 - OWOW Staff Training Evaluation ........................................................... A-36 Attachment 4 – Press Release ............................................................................................... A-37

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The Monterey Regional Storm Water Management Program (MRSWMP) wishes to thank all the community partners that helped sustain the education and outreach program. Their support and dedication made the program a success in Year 6. The partners who participated are listed throughout the report and alphabetically on pages A-32 through A-33. This annual report covers the MRSWMP Public Education and Outreach Program activities for September 8, 2011 through September 7, 2012 (Year 6 of the program). The report provides information on the measurable goals for each program activity, whether the measurable goal was met, and activity effectiveness. In this report no proposed modifications for the individual program activities were made due to the new permit requirements anticipated to be released in the coming months. The Public Education and Outreach Program is referred to locally as the Stormwater & Education Alliance (SEA) program. SEA is the education arm of the MRSWMP. The intent of the program was to educate the public and targeted audiences about the causes of urban runoff and how to prevent storm drain pollution. In Year 6, more energies were concentrated on residential pesticide use and introducing the public to concepts of reducing water that runs off residential property to storm drains. The Slow It, Sink It, Spread It workshop featured Low Impact Development (LID) tools for homeowners and storm water friendly garden techniques. In Year 6, an increase was seen in the following activities: collaboration with OSH and Home Depot stores for staff training on natural insecticides and efforts within the stores to educate the public. OSH reported a sales increase of 23% in their natural insecticide products. The Home Depot stores reported an increase in natural insecticide sales in California stores. A direct increase in the natural pesticide sales was seen in both local stores which correlated with the increased outreach efforts (see page 20 for more detail). There was interest from businesses and hotels to stock the “Trash 101” brochure, and in tourist outreach venues. The survey responses from school children continued to validate that the hands-on outreach programs are effective. Educational Materials Educational materials covering topics listed below have been used throughout the course of the program. All educational materials are bilingual (English and Spanish) unless otherwise noted:

Best Management Practice (BMP) brochures (English only) for select commercial and construction industries, home maintenance and auto repair, landscaping and pest control activities

Car washing at commercial car washes Cigarette butts as litter Composting Contact numbers for 1-800-CLEAN-UP for household hazardous waste and solid waste disposal Distinction between storm drains and sanitary sewers Erosion control Integrated pest management Land-sea connection Marine debris Pet and animal waste disposal Pollution prevention tips Recycling used motor oil and antifreeze in addition to paper, glass, etc. Restaurant BMPs Sea otter mortality Storm drain connections to creeks, rivers, streams and the Sanctuary “Trash 101” brochure (English only) for business owners Vehicle maintenance Volunteering in local events and activities (park beautification, beach clean-ups)

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Short Summary of Public Education & Outreach Program for Year 6 (2011-2012)

Program Activity/Target Measurable Goals 1.1 Grades K-3: Distribute educational materials to students and/or provide class presentations

1.1a: - Reach 750 students per year with partner presentations or coloring books.

1.2 Grades 4-12: - 24 total class presentations

1.2a: - Reach 600 students per year -Tabulate responses from students’ pre/post surveys and track increase/decrease in awareness -10% increase in awareness

1.3 Grades 4-College: Storm drain stenciling; offer community service project

1.3a: - Stencil 150 inlets, document location - Student community service of 100 hours /yr - Minimum of 50 volunteer participants

1.4 Teacher Training Train teachers on stormwater pollution prevention and collect evaluations from teachers on classroom presentations

1.4a: -2 teacher trainings during 5 year permit - Collect 20 teacher evaluations of the instruction and content of classroom programs

2. Sea Otter Mortality Increase general public awareness

2a: Maintain regional partnership for consistent messaging on sea otter protection with other organizations

3. Selected BMP Brochures BMP brochures made available to Businesses, Public

3a: - 1,500 BMP brochures distributed either electronically or in City/County offices - 80% of “target” business audience reached through “mailings” (E-blasts, US mail, workshops, etc)

4. Residential Outreach Disseminate information to homeowners and residents

4a: 50,000 “mailings” distributed throughout the MRSWMP area (Email blasts, hardcopy mailer, website posting, electronic newsletter, trash insert, etc.) -Provide 1 workshop to residents on LID and storm water friendly garden techniques. -Provide incentives to one sustainable group to enhance local park or community area with storm water friendly techniques

5. HHW in Monterey County Reporting of used oil and used oil filter collection numbers

5a: Report collection numbers for motor oil and used oil filters. These are reported in MS4 Annual Reports for their jurisdictions

6. Our Water Our World (OWOW) displays Outreach to public through information in nurseries

6a: - Maintain bilingual OWOW flyers in 4 public locations - Visit Home Depot on a monthly basis to check on OWOW display rack and shelf talkers - Conduct one in-store training for garden/nursery staff and evaluate.

7. OWOW Outreach events Public, residents, tourists

7a: - Participate in 4 events including possible tie-in with SPCA vaccine clinic

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Program Activity/Target Measurable Goals - Reach 75 people through events - Report on increase/decrease in sales of “natural insecticides” from box store corporate headquarters

8. Restaurant Outreach Partnership with other agencies, provide training materials and pollution prevention materials to restaurants

8a: - Visit 75 restaurants - Distribute 250 pieces of educational materials (250 posters, DVDs, brochures) through partner agencies.

9. Bilingual Radio Ads Residents, general public

9a: - Reach 150,000 listeners - Air 500 ads - Achieve 35% Effective Reach

10. Bilingual TV ads General public, tourists

10a: -Air 1,400 ads on 4 stations -Reach 180,000 households

11. Bilingual Movie Ads General public, tourists

11a: - Reach 75,000 movie patrons

12. Publicity/Press releases General public

12a: - 17 print ads with # impressions - 2-3 Press releases submitted to media

13. Website General public

13a: - 15,000 MRSWMP website “hits” minimum -Increase in website hits by 4,000 over Year 5 - 3 audits/year by Education Coordinator

14. Events: Partner with MBNMS & STW. General public, residents, tourists

14a: - Participate in 5 events (7 days) per year - Reach 1,300 people at events - Distribute 1,500 educational materials

15. Public Attitude Survey General public

15a: - Analyze 175 public survey responses

16. Large hands-on storm drain model. Outreach to public

16a: -Rotate model to 3 locations per year -Distribute 250 bilingual brochures

17. Tourist Outreach 17a: -Restock and upkeep existing hotel partners with brochures and posters. -Add 12 new hotels to help educate visitors through brochures, posters in elevators or vending areas, or PSA to air in hotel.

18. Printing of educational materials General public, tourists, schools

19a: -Distribute 55,000 pieces educational materials to various audiences

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1. School Outreach (Kindergarten through College) The unified school districts that fall within the permit boundaries include: Carmel, Monterey, Pacific Grove and designated Monterey County schools. The Save The Whales (STW) organization generously donated their staff time and resources and participated with the school outreach presentations. The program could not have achieved this goal without their efforts. The school education program reached grade levels kindergarten-college throughout the jurisdictions represented by this program. The outreach is divided into educational methodologies among the following:

1.1 Grades K-3 1.2 Grades 4-12 1.3 Grades 4-College 1.4 Teacher Training

1.1 Grades K-3 BMP/Measurable Goal: Reach 750 students per year with partner presentations or coloring books. Measurable Goal Results: The goal was met and 558 students were reached with program presentations by STW and 376 coloring books were distributed by SEA. This resulted in a total reach of 934 students in grades K-3. This exceeds the minimum goal. Of the 934 students, 558 were reached directly with hands-on classroom presentations. that were given by STW on sea otters, marine mammals, and storm drain pollution to lower grade levels.

Year 6: Classroom Visits/Materials Distributed to Grades K-3

Presentation Given By

Grade Level

# Classroom Programs

Coloring Books Distributed

# Students Reached

STW 1-3 27 0 558

SEA K-2 0 376 376

TOTALS: K-3 27 376 934

Evaluation: Educating students at an early age to have awareness about storm drain pollution may help create ocean stewardship. 1.2 Grades 4-12 BMP/Measurable Goal: Visit 24 classrooms with hands-on presentations and reach a minimum of 600 students per year in partnership with STW. Tabulate student responses from classrooms visited through pre/post surveys to measure effectiveness with a 10% increase in awareness. Measurable Goal Results: The goal was met and 795 students were reached, which exceeded the goal of reaching 600 students. A total of 273 pre/post student survey responses were evaluated with an overall 11% increase in awareness. In fourth grade, students begin learning the water cycle. The SEA hands-on presentation is in alliance with the California Science Standards, which justifies teachers bringing the program into their classroom.

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Research indicates that hands-on education increases thinking skills, and learning enhancement. The SEA outreach program for Grades 4-12 is comprised of the following: Prior to the SEA hands-on presentation, students were given a pre-survey with questions about basic storm water knowledge. This provided a baseline of the students’ prior knowledge about urban runoff. Following the survey, students received the hands-on Enviroscape model demonstration. The portable 3’ x 3’ model represents a city neighborhood. Pollution sources from automobiles leaking oil, car washing, pet waste, construction, farming, residential pesticide use, and agriculture fields are identified for students. Students were involved in “polluting” the model with soy sauce (represents motor oil) and various powdered drink colors to represent other pollutants. All of the students helped “rain” on the neighborhood with squirt bottles to see how pollution runs off the land into storm drains and into the rivers, creeks and the ocean. Following the classroom visit, students were given a post-evaluation survey (the same survey as the pre-evaluation survey). This allowed the SEA educator to evaluate the effectiveness of the classroom visits. The results are tabulated in the tables below. Bilingual educational materials were left with the teacher and students including colorful storm drain posters, brochures, and flyers. Teachers were given the option of student storm drain stenciling as a community activity or a hands-on marine mammal presentation with whale artifacts and activities from Save The Whales.

The hands-on watershed model is a fun and educational tool for teaching students. The SEA program measured the student pre-and post-survey responses to evaluate effectiveness of the hands-on presentations from classroom visits from both the SEA surveys and STW surveys. The results are tabulated in tables below.

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Year 6: Classroom Presentations Grades 4-12 (one visit per class)

Presentation Given By

Grade Level # Classrooms Program Activity Number

# Students Reached

SEA & STW 4-12 30 1.2 795

GRAND TOTALS: 4-12 30 1.2 795

STUDENT PRE- AND POST-SURVEYS Only the results from students that completed both a pre-survey (prior to the classroom visit) and a post-survey (after one classroom visit) are tabulated from SEA and STW. Each student pre-survey was matched with their post-survey to provide accurate responses. Surveys that did not have a match were discarded for the evaluative process.

Year 6: SEA Schools Participating in Student Surveys Grades 3/4-12

School Name School Location

# Classes #Students Grade Level

Total Survey Responses

All Saints Carmel Valley

1 24 4 24

York School Monterey 1 8 10 8

PG Middle School Pacific Grove

3 86 6 86

International School Seaside 6 135 3/4,5,6,8 135

Junipero Serra School Carmel 1 20 5 20

TOTALS: 12 273 3/4-12 273

Year 6: SEA Student Pre- and Post-Survey Results Grades 3/4-12

Student Survey Pre/Post Survey Questions/

Points Possible

Pre-Survey Before Visit 1

Correct

Answers (Points)

Pre-Survey

% of Correct

Responses

Post- Survey After

Visit 1

Correct Answers (Points)

Post-Survey

% of Correct

Responses

Increase/Decrease

After Visit 1

(Percentage)

1. What is the Monterey Bay National Marine Sanctuary? Multiple choice. (1 point).

Total of 273 points possible.

199 72% 235 86% 14%

2.What do you think is the most serious problem for the oceans? (1 point).

Total of 273 points possible.

251 91% 247 90% -1%

3.When you wash your hands at a 191 70% 213 78% 8%

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sink, or flush the toilet where does the water go? Multiple choice (1 point).

Total of 273 points possible.

4. Storm drain pollution is one of the largest sources of ocean pollution. T/F (1 point).

Total of 273 points possible.

243 89% 262 96% 7%

5.What does a storm drain do? Multiple choice (1 point).

Total of 273 points possible.

229 83% 234 86% 3%

6. When water on the streets goes into storm drains it ends up in the ocean? T/F (1 point).

Total of 273 points possible.

229 83% 242 89% 6%

7. Name 3 types of pollution you may see in your neighborhood or around your school? (3 points).

Total of 819 points possible.

516 63% 627 76% 13%

8. Name 3 things you and your family can do to help prevent storm drain pollution? (3 points).

Total of 819 points possible.

506 61% 671 82% 21%

TOTAL Points Possible: 3,276 2,364 72% 2,731 83% 11%

Evaluation: The SEA student survey results for Year 6 reveal an 11% increase in correct responses after one school visit. Please see Attachment #1 on page A-33, for a letter by a 4th grade student.

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Year 6: Educational Materials Distributed to All Grade Levels

Education Pieces Delivered To Schools # Pieces Distributed

Monterey Bay Begins On Your Street Brochure (English) 852

Monterey Bay Begins On Your Street Brochure (Spanish) 87

Bilingual Storm Drain Poster 57

Sanctuary Salmon Poster 2

“Be Kind To Animals” Coloring Books (English) 298

“Be Kind To Animals” Coloring Books (Spanish) 78

Bilingual Storm Drain PSAs 2

Balloon Alert Flyer 57

10 Things To Help The Ocean Flyer 57

GRAND TOTAL: 1,490 The table above does not include distribution of educational materials by other agencies and partners. 1.3. Grades 4-College: BMP/Measurable Goal: Participate in storm drain stenciling and offer community service projects. Stencil 150 inlets and document their location, and student community service hours (100 per year). Include a minimum of 50 participants in the stenciling activity. Measurable Goal Results: The goal was met and a total of 327 storm drain inlets were stenciled (locations listed below). A total of 56 volunteers with a total of 453.75 hours contributed their time toward storm drain stenciling, assisting with public events and outreach efforts. This exceeded the minimum requirement of 100 hours. HOPE Services: In Year 6, HOPE Services participated in the stenciling program. HOPE employs disadvantaged adults to assist with community-based projects. Through grant funding, obtained by STW, HOPE clients participated in the stenciling program. A HOPE supervisor assisted the clients for the stenciling event in Monterey. “Witnessing the participants of our program grow in their self pride and feeling of empowerment from

helping their community. I am grateful to Save the Whales for offering this opportunity to the people with

disabilities we support in our programs.“

-Michael N. HOPE Services Volunteer Coordinator

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Ord Terrace students marked storm drains in Seaside.

Elementary School Project: The Ord Terrace Elementary School participated in storm drain stenciling in Seaside as part of their Ocean Guardian commitment to helping the environment.

Middle School Project: In Year 6, the Pacific Grove Middle School students made storm drain stenciling part of their class activity as part of their school being an Ocean Guardian school. College Students: Ten college students participated from the CSUMB Service Learning program. They stenciled storm drain inlets, helped with public events, distributed educational materials to businesses in designated areas, conducted public surveys at events, tabulated survey responses from school children, for their community service hours. The students were required to complete 30 hours each of service hours. The ten students donated 300 hours of community service. College Capstone Project: Katherine Keady, a college student completed her senior graduating project around storm drain inlets stenciled in the City of Monterey. She developed GIS layers of the emblems completed to date in the city to assist the city with storm water tracking and presented her final poster project to the public, students and staff at her college. (60 hours) Community Participation: The organizations, businesses, and schools that participated with storm drain stenciling in Year 6 included: York School, Ord Terrace Elementary School, Pacific Grove Middle School, Save The Whales, HOPE Services, and CSUMB. In March, CSUMB students and Seaside High School Ecology Club glued emblems on storm drains in Seaside.

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Year 6: Grades 4-College Community Service Hours

Volunteers

Number Number Hours

Activity

Elementary 21 21 Stenciling

Middle School 5 5 Stenciling

High School 6 16.5 Stenciling

College 12 56.75 Stenciling

College (included in number above)

303.25 Events & Outreach & Senior Project

Adult Leaders 7 10 Stenciling

HOPE Supervisor 1 8.25 Stenciling

HOPE Services (Disadvantaged Adults)

4 33 Stenciling

TOTAL: 56 453.75 Stenciling: Total Number of Volunteers: 56 Total Number of Adult Hours: 18.24 Total Number of HOPE Service Hours: 33.00 Total Number of Student Volunteer Hours: 402.50 Total Inlets Stenciled Year 6: 327 (see below for location)

Location and Number of Inlets Stenciled Per Entity Carmel: completed in 2011 with emblems Del Rey Oaks: completed in 2011 with emblems Sand City: completed in 2011 with emblems. Marina: 27 Inlets Neighborhood off of Reservation to Beach Rd. with border streets of Crescent and DelMonte. (27) Pebble Beach Company: 24 inlets Lopez Rd. Forest Lake Rd. Viscaino Rd. Lisbon Ln. Ronda Rd. Oleada Rd. Riata Rd. Seaside: Inlets 54 (large and small bilingual emblems) San Pablo from Luzern to Judson (14 emblems) Noche Buena done (13) large emblems) Hilby from Gen Jim Moore to Fremont (13 large emblems) Ord Grove Ave. Luzern to Yosemite (4 emblems) Mira Mar Ave & Luzern (1 emblem) Mira Monte Ave (2 emblems) Santa Clara Ave. & Luzern (2 emblems)

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Military Ave & Mendocino (5 emblems) Monterey: 96 Inlets (large and small bilingual emblems) Alvarado (10 large emblems) Calle Principal (9 large emblems) Foam Street (16 emblems) San Carlos Beach & Recreation Trail (10 emblems) Franklin (28 large emblems) Camino El Estero (6 large emblems) Del Monte, by McDonald’s (1 large emblem) Lower & Upper Ragsdale, Ryan Ranch (16 emblems by York School) Monterey County: 59 Inlets Bolsa Knolls neighborhood completed (29 emblems) Castroville in areas assigned ( 30 large bilingual emblems) plus distributed information: Trash 101, 50; MBB (E)=30, MBB (Sp)=50. Pacific Grove: Inlets 67 (large and small bilingual emblems) 17th & Gibson (2 emblems) 17th by Lovers (1 emblem) Ocean View (2 emblems) By Canterbury Woods (3 emblems) 15th St. from Laurel to Central (7 small emblems) 14th St. (2 small emblems) Park St. (8 small emblems) Laurel & Lobos St. (3 small emblems) Sloat Ave (2 large emblems) Eardley & Central by Information Center (1 large emblem) Eardley from Central to Laurel (8 small emblems) Central from 13th-Park (9 small emblems) Central & Caledonia (1 emblem) Caledonia & Union (1 emblem) Ocean View to Central (5 large emblems) Evaluation: In Year 6, 327 inlets were stenciled, which brings MRSWMP to the current total of 2,448 storm drains stenciled or marked with emblems. This continues to be a popular community outreach activity for all ages. Hope Services enjoyed participating in this activity which was of great benefit for their clients to experience. 1.4. Teacher Training: BMP/Measurable Goal: Give 2 teacher trainings in five years. Collect 20 teacher evaluations of the instruction and content of programs presented throughout the year to students in the classrooms. Please see Attachment #2 on page A-34, for an evaluation of presentation by a teacher from Pacific Grove Middle School. Measurable Goal Results: In Year 6, no teacher workshops were held. The SEA program is looking into partnering with another agency to hold a teacher workshop in the future. Due to resource reallocation and difficulties getting teachers’ time for workshops, the teacher workshops will be offered two times during the permit cycle. In Year 6, teachers were asked to complete an evaluation of the classroom presentations and 37 teacher evaluations were returned on the instruction and content of classroom programs given throughout the year by the SEA program coordinator and STW staff.

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Evaluation: The teacher evaluations were complimentary and appreciative of the hands-on presentations and educational materials. The popularity of the school presentations is enforced by the high return request for the presentations every year by teachers and schools. 2. Sea Otter Mortality Education BMP/Measurable Goal: SEA will maintain regional partnerships for consistent messaging on sea otter protection with other organizations. Measurable Goal Results: The SEA program, with partner organizations, continues to educate the public and students about sea otter mortality. While it is still not clear on the exact cause of the sea otter mortality, educators highlight urban runoff pollutants such as motor oil and marine debris which can harm or kill otters, and ask people to pick up pet waste from yards (both cat and dog waste). The bilingual educational brochure Monterey Bay Begins On Your Street addresses pet waste as one of the urban runoff messages.

Links to sea otter organizations and other educational sites and resources are found on the SEA website: http://www.montereysea.org/links.php 3. Selected BMP Brochures BMP/Measurable Goal: 2,695+ BMP brochures distributed either electronically or in City/County offices. 80% of a selected “target” business through mailings, E-blasts, workshops, etc. Measurable Goal Results: 2,695+ BMP brochures were distributed. The Trash 101 brochures were distributed to businesses about reducing litter, which can become marine debris. This continues to be a popular brochure which can be downloaded from the website:http://www.montereysea.org/docs/brochures/SEA_TrashBro.pdf BMP brochures on 13 different topics were distributed through individual city department offices, events, workshop presentations and Monterey County offices. The topics include: Commercial Industries, Construction Industries, and Gardeners, Homeowners and Landscapers. The brochures can be downloaded from the SEA website: http://www.montereysea.org/resources.php The cities and county download the BMP brochures from the website as needed and make photo copies to distribute. On the next page is a table of the brochures known to be distributed by each entity. The second part of the measurable goal was to reach 80% of a targeted audience. In Year 6, the target audience was homeowners and residents to invite them to the Slow-It, Sink-It, Spread-It workshop, held on August 4, 2012, at the Oldemeyer Center in Seaside. In addition to each of the MRSWMP partners getting the word out within their city/county on the workshop below are the other methods utilized: -65,0000 residents in the MRSWMP area were mailed the “Let’s Go Outdoors” regional park magazine in April 2012. The magazine included a FREE ad on the workshop. -A flyer was posted at the Home Depot nursery check-out register on July 13, 2012. -Press releases were sent out in July,2012 to 6 of the local papers. At least 3 of the 6 publicized the workshop. -July 20, 2012 CSUMB student posted flyers in strategic locations in Seaside including MRSWMP

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libraries. -The Monterey Weekly paper had a large half-page color ad on July 26,2012. -98 RADIO Ads aired from 7/28-8/3 on KWAV, KYZZ, KIDD -KRXA radio interview with education coordinator during the morning commute on 8/3/12. -30 organizations and individuals were contacted to spread the word on their websites, facebook, and list serves.

Year 6: Distribution BMP Brochures/Workshop Flyers via City/County Offices

Name of Entity Number of BMP Brochures Distributed

County of Monterey Downloaded BMP brochures from website and made copies

City of Carmel-by-the-Sea 100 BMP brochures in building permit applications

Downloaded BMP brochures from website and made copies

City of Del Rey Oaks Downloaded BMP brochures from website and made copies

City of Marina 250 BMP brochures in building permit applications

Downloaded BMP brochures from website and made copies

City of Monterey Downloaded BMP brochures from website and made copies

City of Pacific Grove 1,121 workshop flyers mailed to Greenwood Park residents 1,121 residential surveys mailed to Greenwood Park residents Downloaded BMP brochures from website and made copies

City of Sand City Downloaded BMP brochures from website and made copies

City of Seaside 103 BMP brochures in building permit applications

Downloaded BMP brochures from website and made copies

Total: 2,695+ brochures distributed

Evaluation: The Slow-It, Sink-It, Spread-It workshop was a success and attended by 68 people. The feedback from the workshop was very positive.

4. Residential Outreach

BMP/Measurable Goal: 50,000 “mailings” distributed throughout the MRSWMP area (Email blasts, hardcopy mailer, website posting, electronic newsletter, trash insert, etc.) Provide 1 workshop to residents on LID and storm water friendly garden techniques. Provide incentives to one sustainable group to enhance local park or community area with storm water friendly techniques.

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Measurable Goal Results: The measurable goal was completed. Direct mailings and trash inserts reached 124,500 households. The Waste Management (WM) of Monterey County services trash and recycling collection for all the entities under the permit (except the City of Monterey). Their Summer 2012 billing brochure included tips on preventing storm drain pollution by reducing pesticide use at home, using compost to fertilize gardens, and how to get involved with local organizations to help protect the ocean. The brochure was mailed to 45,000 residents. In addition, the website www.MontereyRecycles.org has information on litter, marine debris, plastics recycling and oil collection centers. City of Monterey: The Monterey City Disposal Service distributed 39,000 billing inserts to residents with storm water pollution prevention messages. Pacific Grove Hometown Bulletin (3 color ads) direct mail 13,500 each issue = 40,500:

4/18/12 Snap Shot Day Volunteers 6/6/12 Urban Watch Volunteers 6/20/12 Street Sweeping

Pacific Grove Hometown Bulletin Direct Mail: 13,500 to all street addresses in Pacific Grove, Pebble Beach, and New Monterey that are served by the Pacific Grove post office. Additional Locations: Pick-up locations in Pacific Grove, Pebble Beach, Carmel and Monterey. Website: www.pgbulletin.com (each issue available in the archives). City of Pacific Grove: See the Pacific Grove Hometown Bulletin details listed above for Monterey. Workshop: The MRSWMP hosted a half-day “Slow-It, Sink-It, Spread-It” workshop on Saturday, August 4, 2012 in Seaside, California. Presented by the Resource Conservation District, it featured Low Impact Development (LID) tools for homeowners and storm water friendly garden techniques. Vendors from the community displayed permeable pavers, native plants and rain barrels to engage the public. Each participant was given a Slow-It, Sink-It,Spread-It resources guide to take home with them.

Ewing landscaping staff demonstrated permeable pavers at workshop.

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Incentives for a Sustainable Group: The Return of The Natives (RON) on the CSUMB campus was selected to help grow native plants for community parks and to work with the community Sustainable groups. RON provided volunteers to help maintain the Metz park native plants in Seaside and coordinated efforts with the MRSWMP education coordinator and her student volunteers.

CSUMB students weeding at Metz Park in Seaside. Evaluation: The workshop was well attended by 68 people. From the registration sheets we can deduce methods that were most effective for getting people to attend the workshop and these are broken out below: Print ads: 19 Maris contacts: 9 Friend or Co-Worker: 9 Sustainable Seaside: 5 Flyers: 4 Partners: 4 Facebook: 3 Let’s GO Outdoors: 3 Email & other means: 3 PG Mailer to residents: 2 RCD (Rami): 1 MAVRAC: 1 5. Household Hazardous Waste Services in Monterey County During the development of the MRSWMP permit document, there was an effort to pool the education section together into one section of the MRSWMP, under MCM1. This activity, however, is an MS4 administration activity and managed under MCM6. The household hazardous waste programs implemented by other agencies and their collection numbers are addressed in the individual MS4 Annual Reports and found in Minimum Control Measure 6 of this document. All of the member entities have existing programs provided by other agencies and private companies that educate and provide services for used motor oil and used oil filters. Each of these entities utilizes a licensed waste hauler to properly dispose of (or recycle) waste oil and waste oil filters. The local waste companies, WM and MCDS, provide educational information in their brochures. In addition, the

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Monterey Regional Waste Management District provides information by mail and at community events including the local fairs and major festivals. Public education audiences include schools, homeowners associations, businesses, and multi-family residences. Measurable Goal: This is measured by the collection numbers for motor oil and used oil filter disposal. These numbers will be reported in the individual entity annual reports. Evaluation: See individual entity annual reports for a discussion of this item.

6. Our Water Our World “OWOW” Displays BMP/Measurable Goal: Maintain bilingual OWOW flyers in 4 public locations. Visit Home Depot on a monthly basis to check on OWOW display rack and shelf talkers. Conduct one in-store training for garden/nursery staff and evaluate. Measurable Goal Results: OWOW flyers were stocked throughout the year in the following five public locations: Home Depot, OSH, ACE Hardware and Ewing Landscaping, and at the local farmers market information booths. The OWOW bilingual fact sheets have information about managing common pests, along with an updated list of less toxic and non-toxic pest control products recommended for sale. These products are identified in the stores through colorful OWOW shelf talkers. The two stores OSH in Sand City, and Home Depot in Seaside are the two busiest establishments on the Monterey Peninsula and this is why we focus our energies on these locations. The purpose of the OWOW program is to educate and provide the public with less toxic integrated pest management (IPM) alternatives. The goal of the program is to have every county in California involved in OWOW in order to reduce residential pesticide use in communities. According to the OWOW website, studies show that the most commonly used pesticides are the ones most likely to cause water pollution. Many people believe that farmers are mainly responsible for pesticide problems, but more than half of California pesticide use is in urban areas by residents, home gardeners, and pest control professionals in and around schools, and businesses. Considerable energy was spent on maintaining the OSH and Home Depot stores on a monthly basis to upkeep the shelf talkers located under the nontoxic products and to keep the OWOW flyers stocked. The shelf talkers labels are critical for identifying the natural insecticide products and these often get moved as the vendors replace products with new items. The consistency of being in the stores created a good relationship with the management and staff which allowed for a higher visibility in their stores for the nontoxic products. Home Depot and OSH each received an in-store training for their staff on the non-toxic products sold in their stores. The SEA education coordinator coordinated the trainings and assisted the OWOW trainer for two in-store employee trainings. A total of 32 staff members were trained at the two stores and evaluations were completed. The OWOW program believes that educating the employees how to properly read pesticide labels and recommend non-toxic pesticide products is crucial to helping residents purchase non-toxic alternatives for home use. An OWOW staff evaluation from Home Depot can be found as Attachment 3: on page A-35. The OWOW website www.ourwaterourworld.org has regional information for the public to access including household hazardous waste drop off centers, and contact numbers for the counties.

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Staff training at OSH on non-toxic garden products available.

Evaluation: In Year 6, the staff evaluations of the training were excellent. The SEA education coordinator was selected as one of ten OWOW advocates in the state of California, and graduated from the pilot training program funded by OWOW grants and the UC Davis IPM program. She volunteered her time to participate in a rigorous training program to learn about IPM, pests, the educational tools available, and how to help train garden store employees about less-toxic pesticide alternatives.

7. Our Water Our World “OWOW” Outreach Events BMP/Measurable Goal: Participate in 4 events to educate the public about non-toxic pest products, including a possible tie-in with the SPCA vaccine clinic. Reach 75 people through events. Report an increase/decrease in sales of “natural insecticides” from box store headquarters. Measurable Goal Results: In Year 6, the SEA educator was present for 4 hours each day in OSH, Sand City and Home Depot, Seaside in order to interact with 88 members of the public on the following dates: February 14, 2012, February 18, 2012, March 11, 2012, and May 28, 2012. Educational materials were distributed and the public was informed of non-toxic alternatives supplied by OSH. Events were scheduled with OSH and Home Depot store management. Attempts to partner with the SPCA vaccine clinic days were not successful. Several phone calls and emails were left with people in various SPCA departments. A possible tie-in with animal shelter vaccine clinic days could provide a platform to inform pet owners about non-toxic snail baits (that will not harm their pets or pollute runoff from their property). While pet owners wait in line for pet vaccines, they are a captive audience for educational messages regarding pets and water quality. In Year 6, the box store OSH reported a sales increase of 23% in their natural insecticide products. OSH reported a 32% decrease in sales but even in a down economy people are choosing the pesticide alternative products. The Home Depot stores reported an increase in natural insecticide sales in California stores but did not include a percentage number. Evaluation: OSH and Home Depot staff members, managers, and members of the public have been receptive and

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appreciative of the outreach program in garden stores. Both of the stores allowed end cap displays of the non-toxic products which helps generate more sales for the product. This helped promote natural insecticide products in a location with high foot traffic. The OWOW statewide coordinator, Annie Joseph, checked in with the local OSH and Home Depot managers to get their feedback on the extra educational efforts in their stores. The manager of OSH, Willy Nelson, was able to show a direct increase in sales from natural products that correlated with the Year 6 program and the additional educational efforts by the SEA educator. He compared sales on several nontoxic products listed below: Bonide Copper Soap Fungicide : 39 during Nov 2010 to April 2011 72 during Nov 2011 to April 2012 All Seasons Oil quarts: 20 during Nov 2010 to April 2011 43 during Nov 2011 to April 2012 OSH Disease Control RTU:

34 during Nov 2010 to April 2011 114 during Nov 2011 to April 2012 Sluggo 5 # 50 during Nov 2010 to April 2011 69 during Nov 2011 to April 2012 Mr Nelson said the sales increase carried over into May, June, and July adding another 66 units on the OSH disease control due to the SEA outreach efforts. This proves that their was a direct impact in this

store due to an increase in educational efforts to create relationships with retail store employees, educate

the staff, the public, build end cap displays , and to consistently label the products on the shelves so the

consumers can make informed choices.

Carole Baker, the Home Depot nursery department lead was very pleased with the increased educational efforts provided to their store. She also reported an increase in natural insecticide sales. Ms. Baker conveyed that the SEA education coordinator is a valued resource for them and they rely on her guidance to make the correct choices for their customers. Home Depot sales results for a few of their natural insecticide products: Sluggo 2.5# 19 Aug to October 2011 33 Aug to October 2012 Elementals Insecticidal Soap RTU 51 Aug to October 2011 65 Aug to October 2012 Eco Smart Organic Insect Killer RTU 41 Aug to October 2011 57 August to October 2012 Copper Barrier Tape 11 Aug to October 2011 14 Aug to October 2012

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When shoppers were informed of the safe pesticide alternatives that help protect wildlife, pets, children, and water quality they seemed grateful for the information. The increase in natural insecticides in both OSH & Home Depot indicates that the public supports these alternative products and we have the support of the stores to increase visibility for these products.

Home Depot staff appreciated the outreach events.

8. Restaurant Training

BMP/Measurable Goal: Visit 75 restaurants with targeted bilingual educational materials. Distribute 75 bilingual surveys and calculate number of completed surveys. Distribute 250 bilingual restaurant BMP posters, DVDs, and brochures. The bilingual restaurant poster and DVD target kitchen staff about BMPs such as proper mat washing techniques and cleaning up spills. The DVD is seven minutes long in each language (English and Spanish) version. The DVD depicts five proper BMP techniques to reduce urban runoff. The poster, DVD, and bilingual brochures “Monterey Begins On Your Street” are left with the restaurant managers to distribute to the staff. The poster can be found online on the MRSWMP website: http://www.montereysea.org/docs/educational_mtls/New%20Rest%20poster.pdf Measurable Goal Results: The goal was met and 78 restaurants were reached directly by STW education staff and college students. 726 pieces of educational materials were distributed to restaurants with partner agencies.

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Year 6: Bilingual Educational Materials to Food Service Industry

Distributed By Entity BMP: Poster

BMP: DVD

Food Service

Brochure

Trash 101 Brochures

Environmental Health

Monterey County 200

Pacific Grove Intern 80 25

Save The Whales Monterey, Marina, Seaside

200

40 81 100

TOTALS: 480 40 106 100

A total of 726 educational pieces were distributed to the food service industry. Evaluation: In conclusion, the best effort seems to be consistency and having multiple partners assist with this outreach effort.

9. Bilingual Dirty Word ™ Radio Ads: BMP/Measurable Goal: Air 500 ads, reach 150,000 listeners and have an effective reach of 35%. Measurable Goal Results: The goal was met with 1,331 ads aired about storm water pollution prevention. The ads reached 356,900 listeners with an effective reach of 88.4%. The award winning Dirty Word™ radio ads aired on selected radio stations in English and Spanish languages. The six Dirty Word™ ads include Storm Drain, First Flush, Motor Oil, Cigarette Butts, Dog Doo, and Soap Suds. Local radio stations were selected based on their audience reach to diverse age groups, gender, and targeted audiences. The numbers of listeners reached were based on Arbitron reports. Arbitron is an independent company that conducts surveys four times a year among local residents. Their survey depicts a cross section of the community radio listeners. The data is then sold to the radio stations. Arbitron is the equivalent of the Nielson ratings for television. Radio Station Demographics: KPRC-100.7 FM & 100.9 FM, Salinaslaprecioasa.com “La Preciosa” Spanish Language variety radio station. The top Spanish radio station in the area. Family friendly featuring Old Time, Best Latin music, Spanish nostalgic. Target Hispanic adults ages 25-54/18-49. KDON-102.5 FM One of the top stations with the largest signal on the Central Coast. This station is very popular among younger listeners, age 12 and up. Targets an audience who may change their own oil and wash their cars. KCDU-101.7 FM, "The Beach” Target audience is 21-44, leaning female. Has an affluent and well-educated audience. KCDU has continued to grow and has been the dominant station in Monterey for over two years. It outperforms KWAV in both Monterey and Santa Cruz as far as the amount of listeners 25-54. KPIG-107.5 FM, “The Pig” Reaches over 53,000 people every week, with over 65% being 35-54 years old, and is comprised of 44% females and 56% males. KPIG is a Triple A/Americana format with one of the most loyal audiences.

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Features a mix of folk, rock, alternative, blues and comedy, plus commentary. The table below is based on the radio market population of 555,600 for Monterey, Salinas and Santa Cruz.

Year 6: Radio Ads Aired October 2011-May 2012 (from Arbitron Reports)

Station Name # Spots Frequency Age Reach Effective Reach

Gross Impressions

KDON FM 66 3.1 12+ 166,000 29.4% 507,000

KPRC “La Preciosa” 100.7 FM & 100.9 FM

72 4.5 12+ 66,400 11.7% 298,200

KPIG-FM 160 4.0 12+ 77,600 12.6% 432,000

KCDU “The Beach” 101.7 FM

160 5.6 12+ 111,200 15.1% 440,000

GRAND TOTALS: 458 12+ 421,200 68.8% 1,677,200 Frequency: The average number of times each person heard the message. Reach: The number of people who heard the message in that age range. Effective Reach: The number of people that heard the spot at least 3 times or more. Gross Impressions: The total number of times someone in this age range heard the message. Evaluation: The population of the permit area is 125,642 people. Radio is a cost effective means to reach the population with messages about urban runoff in their place of work, recreation, or while commuting. 10. Bilingual TV Ads BMP/Measurable Goal: Air 1,400 ads on 4 stations Reach 180,000 households MRSWMP continued the regional campaign to air five bilingual storm water TV PSAs on the four major television channels. In a regional partnership, MRSWMP joined with the cities of Salinas, Watsonville, Santa Cruz, Capitola, Scotts Valley and the County of Santa Cruz to sponsor the TV PSA campaign. The five PSA topics include: Fowl Water (about urban runoff sources), Storm Drains, Dog Doo, Car Washing, and Marine Debris. Fowl Water was produced by the City of San Diego and the County of San Mateo produced Storm Drains. In Year 4, local Monterey high school students worked as part of their community service hours to shoot the ads on dog doo and car washing. An ad developed by the MRWMD on marine debris was obtained to be used as part of the MRSWMP TV ads. Measurable Goal Results: Aired 807 ads on 4 stations Reached 182,321 households

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Year 6: July 1, 2011-June 30, 2012 Bilingual TV PSAs

Station PSAs Aired Gross Impressions

KMUV (Spanish) 268 417,300

FOX-KCBA 175 310,200

CW-NION 105 --

CBS-KION 259 760,000

TOTALS: 807 1,487,500

Evaluation: There was a reduction in the number of PSA ads aired as we shifted the emphasis to the Spanish station in Year 6 from the CW station which targets teenagers and people in their twenties. The ads on the Spanish station cost more and therefore we had a reduction in the number of ads aired. The goal was to increase the gross impressions for the Spanish station in Year 6, which was achieved. There are a total of 229,150 households in Santa Cruz, Monterey and San Benito. The above TV stations reach all of those areas as opposed to cable which only reaches 49% and direct TV which reaches 30% of the households. This is one of the most cost-effective methods (with our partners) to reach the general public with storm water pollution prevention messages. 11. Bilingual Movie Ads BMP/Measurable Goal: Reach 75,000 movie patrons. Measurable Goal Results: The goal was met and 119,122 movie patrons were reached. The total number of possible impressions is based upon the theater box office attendance placed 11/18/2011-1/5/2012. The bilingual movie theater animated ad utilizes the same design as the storm drain poster. The ads ran on a total of 13 movie screens and appeared for 15 seconds on a rotation with other ads shown before the movie. Ads ran for 7 weeks during the winter blockbuster movie season and the ad also played in the theater lobbies on the Lobby Entertainment Network (LEN). The ad can be viewed on the website at the following link: http://www.montereysea.org/docs/video/87287%20Storm3_Animation%20Approval_1.mpg

Year 6: Bilingual Movie Theater Preview Ad Impressions

Theater Name/ Location Lobby (LEN) Impressions

Theater Screen Ad Impressions

Total Possible Impressions

(Movie Patrons)

Monterey 13 19,787 99,935 119,922

TOTALS: 19,787 99,935 119,922

12. Publicity/Press Releases BMP/Measurable Goal:

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17 print ads with the number of impressions 2-3 press releases submitted to media Measurable Goal Results: A total of 18 print ads were run in Year 6. Several ads called for citizens to volunteer in community water monitoring events such as First Flush, Snapshot Day, and Urban Watch, or to participate in storm drain stenciling. The “Street Sweeping” ads ran to notify residents on how to find out about street sweeping days in their city, and “Car Washing” tips to inform residents to wash their cars at a car wash or on an unpaved surface area. The “Got Bugs?” ad directed readers to purchase non-toxic pesticide alternatives at local nurseries and hardware stores. In addition to the print ads, MRSWMP achieved publicity and public awareness through flyers, a local television station, and YouTube. Ads and events were also posted on the website: www.montereysea.org Monterey County Weekly (8 ads published in weekly paper):

9/8/11 First Flush Volunteers 12/8/11 Public Workshop 3/29/12 Got Bugs? Our Water Our World (color ad) 4/19/12 Snap Shot Day Volunteers 4/26/12 Snap Shot Day Volunteers (FREE ad) 5/10/12 Car Washing (1/2 page ad in color) 5/24/12 Urban Watch Volunteers (color ad) 6/21/12 Storm Drain Stenciling

Circulation per issue (weekly): 37,326 x 8 = 298,608 impressions E-News Circulation per issue: 500 x 8 = 4,000 impressions Total: 302,608 impressions The Carmel Pine Cone (1 ad published in weekly paper):

9/9/11 First Flush Volunteers Circulation per issue: 22,000 x 1 circulation days = 22,000 impressions Email circulation per issue 7,000 x 1 = 7,000 impressions Total: 29,000 impressions La Ganga (Spanish language paper, 2-half page color ads published in weekly paper):

10/7/11 Color Storm Drain 3/9/12 Color Storm Drain

Circulation per issue: 13,170 x 2 ads = 26,340 impressions Total: 26,340 impressions Pacific Grove Hometown Bulletin (3 color ads):

4/18/12 Snap Shot Day Volunteers 6/6/12 Urban Watch Volunteers 6/20/12 Street Sweeping

Circulation per issue: 16,000 x 3 = 48,000 impressions Total: 48,000 impressions Additional Locations: Pick-up locations in Pacific Grove, Pebble Beach, Carmel, and Monterey. Website: www.pgbulletin.com (each issue available in the archives). Publicity: On July 19, 2012 KION news television did a segment which they posted on You Tube regarding storm drain pollution and regulations for the cities: http://www.youtube.com/watch?v=tcQczkRtDa0 The following press releases were sent to the media on the following events:

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April 2011, “HOPE for The Oceans” stenciling in Carmel-by-the-Sea July 2012, “Slow It, Sink It, Spread It ” workshop. Please see press release as Attachment 4, on page A-36.

The Slow-It, Sink-It, Spread-It workshop were publicized in The Herald, The GO! and The Monterey County Weekly. YouTube: The three bilingual 30-second TV ads on Marine Debris, Car Washing, and Dog Doo are on YouTube and the MRSWMP website. The YouTube links are as follows: Marine Debris (English): http://www.youtube.com/watch?v=btuYrKMdMdE Marine Debris (Spanish): http://www.youtube.com/user/MontereyRWMD#p/u/6/-c1vZlcr2Fg Car Washing (English): http://www.youtube.com/watch?v=C4SB6vKmrsA Car Washing (Spanish): http://www.youtube.com/watch?v=qjX58GCA6XU Dog Doo (English): http://www.youtube.com/watch?v=QxUjV33jCdg Dog Doo (Spanish): http://www.youtube.com/watch?v=Wg8HCz5axv0 13. Website: www.montereysea.org BMP/Measurable Goal: 15,000 Website “hits” and increase in website hits by 4,000 from Year 5 2-3 audits per year by Education Coordinator Measurable Goal Results: The website hits totaled 53,597 hits in Year 6. In Year 6 (October 2011-September 2012), there were 53,597 website hits. This is a marked increase from Year 5 which had a total of 17,072 website hits. The increase in hits by 36,525 in Year 6 can be correlated to the new and improved website. The updated website is interactive and engaging. It offers volunteer opportunities, community participation, and a way to report illegal dumping activities. Four audits were conducted by the Education Coordinator and suggestions made to the MRSWMP program manager and the County of Monterey for the improved site. 14. Events BMP/Measurable Goal: Participate in seven days per year. Reach 1,300 people at events Distribute 1,500 educational materials. Measurable Goal Results: MRSWMP participated in 8 day-long events and provided materials for community partners at an additional 5 events. A total of 2,334 people were reached through public events and 3,749 educational

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pieces distributed (see table below). College students volunteer as part of their community service learning to help at public events and disperse information. Many students continue to volunteer beyond their service hours because they enjoy participating in the community activities.

College students assisted with community public outreach events.

Year 6: Public Events and Number of People Reached

Event Event Days Location Materials Distributed

Partners Total People

Seaside Fire Station Open House

10/15/11 Seaside yes CSUMB 183

Monterey Bay Aquarium Community Day

12/11/11 Monterey yes STW & CSUMB 908

Whale Fest 1/21/12 Monterey yes STW 253

Cutting Day 3/17/11 Monterey yes CSUMB 10

Good Old Days 4/14/12-4/15/12

Pacific Grove yes MBNMS

& CSUMB

467

Naval Postgraduate School Earth Day

4/19/12 Monterey yes 98

CSUMB Earth Day 4/19/12 Seaside yes CSUMB 101

Naval Post Graduate School Earth Day Event

4/21/12 Monterey yes STW & CSUMB 131

Presidio Earth Day 4/24/12 Monterey yes 50

World Ocean Day 6/4/12 Seaside yes STW 273

West End Celebration 8/25/12 Sand City yes STW 133

TOTAL 11 2,334

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Year 6: Educational Materials Distributed at Events and Visitor Centers/Hotels

Education Pieces Distributed at Events/Visitor Centers # Pieces Distributed

“Monterey Bay Begins On Your Street” Brochure

(English=1,099, Spanish=189)

1,320

“Be Kind To Animals” Coloring Books (English=432, Spanish=169)

601

Bilingual Storm Drain Poster 308

Laminated Bug Cards 32

Auto BMP Posters 12

OWOW Pest Trifold 139

Spiders (English=36, Spanish=20) 56

Weeds (English=30) 30

“Trash 101” Brochures 555

Yellow Jackets (English=45, Spanish=25) 70

Aphids (English=55) 55

Landscaping BMP Brochure 35

Pest Control BMP Brochure 23

Home Maintenance BMP Brochure 19

Home Repair BMP Brochure 24

Fleas (English=31, Spanish=25) 56

Ants (English=109, Spanish=0) 109

Wonderful Roses (English=30, Spanish=42) 72

Snails and Slugs (English=80, Spanish=2) 82

Beautiful Lawn (English=36, Spanish=100) 136

Pesticides (English=15) 15

Total Pieces Distributed 3,749 Evaluation: The events are valuable for interacting with members of the public and getting public comments and

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feedback through public surveys. The public events actively engage community volunteers and college students. The events coordinator at the Monterey Bay Aquarium was impressed that we counted (with a hand-held clicker) the number of people we spoke to at our booth during their Community Day event. She said the 908 people we engaged at our table was a record breaker! 15. Public Attitude Survey

BMP/Measurable Goal: Analyze 175 public survey responses. In an effort to determine the effectiveness of the education program, a short “Attitude Survey” that was recommended by the EPA was distributed at events. The results of the surveys are tabulated below. Measurable Goal Results: In Year 6, a total of 103 public survey responses were evaluated from people (age range 6-61+). We received 182 surveys but due to many surveys being incomplete we removed these from the sample analysis. The 103 surveys were analyzed from four public events: the California State University Monterey Bay Earth Day, Monterey Bay Aquarium Community Day, Naval Postgraduate School Earth Day Event, and the Good Old Days Event. Results are detailed below.

1. Is stormwater cleaned before going to the ocean? Ages 6-34 Ages 35-61+ Yes= (21) Yes= (11) No= (39) No= (32)

2. Does stormwater lead straight to the bay? Ages 6-34 Ages 35-61+ Yes= (40) Yes= (40) No= (9) No= (2)

3. Radio stations most listened to: Ages 6-34 Ages 35-61+ 1. KDON 102.5 (14) 1. KPIG (10) 2. THE BEACH 101.7 (11) 2. KUSP (5) 3. KTOM 92.7 (4) 3. The BEACH & KDON (each had 3)

4. Have you heard the Dirty Word radio ads? Ages 6-34 Ages 35-61+ Yes= (18) Yes= (19) No= (9) No= (24)

5. Have you seen the storm drain artwork on any of the below media materials? “Yes” answers tabulated below: Ages 6-34 Ages 35-61+ Posters (34) Posters (16)

Bus ads (20) Bus ads (8) Print ads (20) Print ads (15) Movie ads (13) Movie ads (3)

6. Do you think these outreach tools listed above are effective? Ages 6-34 Ages 35-61+ Yes= (52) Yes= (39) No= (5) No= (1) N/A = (3)

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7. Biggest source of pollution? Top answers for age groups listed: Ages 6-34 Ages 35-61+ Plastic/Trash (28) People (14) Oil (14) Runoff (13) People (8) Plastic/Trash (12)

8. Have you participated in community storm drain stenciling events? Ages 6-34 Ages 35-61+ Yes= (11) Yes= (5) No= (48) No= (37)

9. Have you heard of the SEA school outreach program? Ages 6-34 Ages 35-61+ Yes= (8) Yes= (9) No= (51) No= (30)

10. Have you seen TV commercials on storm water pollution? Ages 6-34 Ages 35-61+

Yes= (36) Yes= (27) No= (23) No= (14)

Evaluation: In Year 6:

The majority of people in both age groups believe stormwater is not cleaned before going to the ocean.

The majority of people in both age ranges ages have seen posters most often. The majority of people in both age groups think outreach methods are effective. The majority of people ages 6-34 think plastic/trash is the largest source of pollution; the majority

of people ages 35-60+ think people are the largest source of pollution. The majority of people in both age groups have seen TV commercials on storm water pollution.

16. Hands-On Storm Drain Display BMP/Measurable Goal: Rotate model to 3 locations per year. Distribute 250 bilingual brochures. The portable hands-on storm drain model depicts oil spilling through a stenciled storm drain grate. The red handle on the grate lifts up revealing an educational message about where the oil goes and the potentially harmful effects of urban runoff. The educational bilingual “Monterey Bay Begins On Your Street” brochures were distributed. Measurable Goal Results: 3 locations: REI, Marina Public Library, Monterey Public Library 365 bilingual brochures were distributed via the hands-on model.

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Evaluation: In Year 6, the hands-on storm drain display rotated to different locations in the MRSWMP area. 17. Tourist Outreach BMP/Measurable Goal: Restock the existing hotel partners with brochures and educational materials. Add 12 new hotels to help educate visitors through brochures and educational materials. There are 251 hotels in Monterey County with approximately 184 hotels being within the permit area. Approximately 8 million visitors visit Monterey County each year (including overnight hotel stays and day trips). The majority of the larger hotels are in the City of Monterey. Measurable Goal Results: Reached 18 new hotels with educational materials and visited the 17 existing hotel partners from Year 5. Local visitor centers were given “Monterey Bay Begins On Your Street” brochures. These numbers are included under #14 in the table for education pieces distributed. In Year 6, the Cannery Row Company continued to display an enlarged the storm drain poster in the window space of vacant retail space on Cannery Row (one of the most visited tourist areas). The four major TV stations aired the five PSAs (Fowl Water, Storm Drain, Marine Debris, Car Washing, and Dog Doo) throughout Year 6. By airing the ads on the major TV stations, this covers all of the hotels that have “closed systems” (i.e., television via cable or dish network). Almost 100% of the hotels have this system (all except for Asilomar in Pacific Grove, which has no television access in the guest rooms). A small percentage of the larger hotels have “open systems” where the hotel has the ability to insert messages of their choice. This would add to the “closed system” outreach method in place. Eighteen hotels agreed to distribute brochures (“Monterey Bay Begins On Your Street” and “Trash 101”). In addition, several hotels requested storm drain posters to frame and display. A few of the hotels are putting the “Monterey Bay Begins On Your Street” brochure in every hotel room for visiting guests or showing the PSA on Marine Debris and the importance of not littering.

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The new hotels that participated in Year 6 include: City of Monterey:

Days Inn El Adobe Quality Inn America’s Best Value Inn Monterey Surf Inn Howard Johnson Vagabond Travelodge Casa Mnras Best Western Park Crest Inn Ramada Limited Padre Oaks Fishermen’s Wharf Days Inn Del Monte Pines Knights Inn Super 8 Hotel Clarion

City of Pacific Grove: The Wilkies Inn

18. Logo The SEA logo was developed in Year 1, in order to provide recognition for the MRSWMP Participating and Coordinating Entities. See cover page of Appendix A for SEA logo design. Evaluation: The logo is completed. 19. Printing of Educational Materials BMP/Measurable Goal: Distribute 55,000 pieces of educational materials to various audiences. Measurable Goal Results: In Year 6, the total number of educational materials distributed was 158,025. The measurable goal was tabulated by adding the total number of educational materials distributed via school outreach, public events, OWOW events, OWOW distribution, portable hands-on storm drain model display, tourist outreach, residential outreach, and targeted businesses. Evaluation: Year 6: Numbers do not include print ad circulation. Conclusion: The education and outreach program has established a successful foundation for future storm drain pollution prevention efforts. The program would not have succeeded without the following community partners that volunteered services, time, and staff to assist with the outreach efforts. Thank you! Access Monterey Peninsula

California State University Monterey Bay Service Learning Students

Clear Channel Radio Station

Ecology Action

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Home Depot

International School of Monterey

Home Depot

KWAV Radio Station

Mapleton Communications

Monterey Academy of Oceanographic Science

Monterey Bay Aquarium

Monterey Bay Area Green Business Program

Monterey Bay National Marine Sanctuary

Monterey County Environmental Health Department

Monterey Regional Park Service

Monterey Regional Waste Management District

Monterey Regional Water Pollution Control Agency

Orchard Supply & Hardware (OSH)

Ord Terrace Elementary

Our Water Our World

REI

Resource Conservation District of Monterey County

Return of the Natives

Save The Whales

Sustainable Seaside The Otter Project UC Davis Integrated Pest Management Program York School Individuals:

Jennifer Fleischer

Lindsey Gatlin

Aliah Hasan

Jonathan Johnson

Annie Joseph

Kate Keady

Danielle Morales

Erin Ovalle

Kim Rogers

Erin VerHage

Cory Utter

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Attachment 1 – Student Letter

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Attachment 2 –Teacher Evaluation

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Attachment 3 – OWOW Staff Training Evaluation

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Attachment 4 – Press Release

Press Release July 11, 2012 Stormwater Management Workshop for Homes and Gardens - FREE Saturday, August 4, 2012, 10:00am – noon Oldemeyer Center, 986 Hilby Avenue, Seaside, CA The public is invited to learn from conservation professionals about how to manage stormwater and runoff at your home and garden, regardless of the size or location of your property. The workshop will include a presentation and demonstration of simple practices that can be implemented around your residence to improve drainage, increase groundwater recharge, reduce long-term maintenance costs, enhance your landscape, and keep potential pollutants out of our waterways and the Monterey Bay. Highlights:

Learn practical and eco-friendly ways to beautify your landscape, protect your home, improve water quality, reduce flooding, and help the environment

Find out about opportunities for stormwater evaluations in the Carmel River Watershed

FREE resources to help you manage garden pests with non-toxic alternatives

The workshop is supported by the Monterey Regional Storm Water Management Program which consists of the following entities: cities of Monterey, Marina, Del Rey Oaks, Pacific Grove, Sand City, Seaside, Carmel-by-the-Sea, and the County of Monterey, with additional support from the Pebble Beach Company, and the Unified School Districts of Carmel, Monterey, and Pacific Grove. The Resource Conservation District of Monterey County is a non-regulatory special district that supports voluntary conservation efforts through education, technical assistance and occasional grant-funding. The RCD is funded solely through project-based grants and contracts. For more information and to register, please call Rami Shihadeh at (831) 424-1036, ext. 123.

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