A third‑party survey commissioned by Recon MR and presented to the Redwood Coast Energy Authority on Nov. 24 found that RCEA has solid favorability among those who know the organization but that overall unaided awareness remains modest.

Blake Sweeney, senior research manager with Recon MR, said researchers mailed invitations to 10,000 Humboldt County households and received 839 responses (8.4%). Findings: aided awareness was 56%; unaided recall — the share of residents who could name RCEA without prompting — was 38%; and favorability among those aware translated to a roughly 68% conversion to favorable opinion (38% of the total population).

The survey identified two common misconceptions to address: a majority of respondents who were aware (53%) incorrectly believed RCEA is an additional charge on the PG&E bill, and about 40% of all respondents were unsure whether RCEA is a separate entity or part of PG&E. Recon MR recommended RCEA prioritize clarifying its identity, focus communications on program benefits that directly address cost barriers, and emphasize local renewable sourcing to align with resident preferences.

Residents ranked reliable electric service (90%) and competitive rates (82%) as top priorities; cost was the leading barrier to taking energy actions (63% said expense prevented action). The study also found interest in home battery backup (59% would consider) and mixed receptivity to electrification and EV adoption.

Board members asked whether respondents understood "local" as physically local generation; Recon MR said the survey framed "local" as California‑sourced renewables (local to the state/region) and did not attempt to quantify feasibility of on‑site local generation. Public commenter Chris Reid suggested messaging tied to county identity could support outreach.