Tulare County, California

Engagement Strategy

This document provides recommendations and actionable next steps for Vesper related to its Mineral King and Berridge Renewable (Solar) Energy Projects proposed for Tulare County, California. These recommendations are based on initial information gathered in the Community Assessment provided by Bantam Communications.

Because Mineral King and Berridge are located in the same county with overlapping stakeholders and development timelines, the first portions of this strategy are applicable to both projects. As both of these projects advance and diverge, some project personalization will likely be needed—those tactics will become clearer after Phase I engagement. This Community Engagement Strategy is divided into four sections: (1) situational awareness; (2) information gathering, foundational narrative, and infrastructure; (3) public affairs campaign; and (4) persuasion and activation campaign. At each point in the plan, Vesper and Bantam should exercise judgment based on the developing situation on the ground and evaluate each preceding step’s success.

This strategy primarily focuses on building community acceptance and support ahead of a decision from the Tulare County Planning Commission.

SITUATIONAL AWARENESS: Tulare County is located on the eastern edge of California’s Central Valley. The community has a long history of agriculture and the region’s economy was historically built around access to irrigation water.

The community is conservative relative to the rest of the state, with Republicans controlling most of the region’s governing bodies. The county has been friendly to solar development up to this point and has generally taken a pragmatic view of new energy development, particularly if it is able to deliver tangible community benefits. Past projects have shown that the county is willing to make accommodations for solar development, even on prime or important agricultural lands when development can be tied with reduced water consumption and local benefits.
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The community and the Planning Commission are familiar with solar development, so while some education may be helpful, most stakeholders and partners will be familiar with how solar works and what to expect during construction and operations. For this reason, and because Vesper is attempted to develop two projects more or less simultaneously in the county, this plan emphasizes developing Vesper’s social license and brand as a good community partner.

This first phase is about building (or reestablishing existing) relationships with stakeholders in the county and understanding the lay of the land—the aim of this is to ensure the company has a sense of the current environment in the county and that its allies are informed of the Mineral King and Berridge plans. The second aim of this phase is to lay the foundation for Vesper’s narrative around the projects and how they are both a value to the community. The goal should be to keep this core group of supporters active and ready to be local advocates for the project at townhalls.

1. Begin with a detailed conversation internally about what Vesper is willing and able to give to get this project done. Understanding what the company is willing to spend on the front end can then be leveraged to achieve the final objective. Because Vesper is looking to develop two additional projects in the county, the company should be thinking about how it can grow to be viewed as a major partner to the community—helping solve problems and improve quality of life in the region.

For example, is Vesper willing to fund a road repair? Or is there capacity (funding or in-kind) to contribute to local services or charities?
Is Vesper willing to spend the money on economic impact studies? Not having those materials will limit the company’s ability to persuade the business community and local leaders of the benefits. Consider partnering with a local university like California State University-Fresno to commission an economic impacts study that can be cited in advocacy materials. Having a local university’s name of the study will lend it additional credibility.
Once the company has some parameters on what it’s willing to give, it can work with Bantam to find effective ways of promoting the benefits it intends to deliver.

2. Identify problem developing these solar projects will solve. The messaging points may evolve as you consult stakeholders, but Vesper should identify an organizing principle of the projects for which it can continue to make the case.

Hypothesis: Based on previous actions of the county and growing concern over water scarcity in the West playing out in local governments and media, developing solar as a voluntary water curtailment strategy alongside new farm practices in the region could present as a convenient short and medium-term solution to growing water scarcity (the long-term solution being addressing climate change and instituting sustainable water practices in the West, the latter of which should not be mentioned to avoid getting crosswise with agricultural and development interests). Underlying messaging points could include:

- Solar will reduce the region’s water consumption by voluntarily taking some land out of water-intensive agricultural productions, in favor of solar farming which will continue to economically contribute to the community without taxing the water supply.

- The land can be returned to its agricultural state if/when the solar projects are decommissioned and removed. While developing these projects takes land out of agricultural use today, the underlying land is preserved and there’s always the opportunity to return the plots to ag production if the water situation changes.
Another important factor for the county to consider: there is a lot of funding coming from the federal government through the bipartisan infrastructure law (the Infrastructure Investment and Jobs Act of 2021) and the Inflation Reduction Act of 2022 (including full extension of the solar investment tax credit). Recognize there are some political sensitivities around both of these laws for Republicans, still from a pragmatic perspective, that is money on the table the county should attempt to attract through clean energy development.

3. Connect with local and statewide energy and environmental advocacy groups – cultivate constructive relations with organization that advocate in the energy and environmental space. This includes local environmental justice (EJ) groups and water conservation advocates.

This is the first step in building out a network of supporters. Using the principles of the “network effect,” these initial touchpoints will help Vesper insert itself and make high-value relationships in the community. Follow where these paths lead.
Partner with local environmental and water management groups such as Tulare Basin Watershed Partnership, which has a network of environmental groups and agriculture interests working to improve water management practices to preserve Tulare groundwater, the local Mineral King Chapter of the Sierra Club which focuses on conservation issues, and others.
While the state-level environment is relatively friendly to solar and permitting decisions are made at the local level, connect with the California Solar + Storage Association. The association will have additional insights about operating in the state, observations from other utility-scale developers, and can be a third-party validator for energy-related messaging.
Vesper may already have these relationships. If not, connecting with these groups to build rapport is valuable to begin organizing your allies. These groups will help serve as message validators and are particularly important when discussing water.

4. Connect with local and statewide agricultural interest groups – having agricultural groups behind these projects will not only make it easier to make the case for accepting solar development on prime and important local farmland but will also help validate the case around water scarcity and how voluntary land-use changes can help ensure there is more water to go around to farm operations that wish to continue.

Organizations like the Tulare County Farm Bureau can speak to concerns relevant to local agricultural operations. Engaging with the Farm Bureau early may allow them to support voluntary land-use changes that reduce water scarcity and endorse principles for solar development where the land can be returned to its pre-development state if desired in the future.

5. Connect with local economic development, workforce training, and labor interests in the region. The goal is to create a clear line of sight for residents to see economic opportunity in the solar industry.

Offer briefings to the local economic development, workforce, and labor interests. Tulare County is growing and removing more labor-intensive agriculture from production may result in job losses or acute changes in the local economy of some residents. Recognize that and head it off through economic development engagement and messaging.
Open conversations and build formal or informal partnerships with one or more of the local technical schools to create a clear workforce development pipeline, so residents can see a clear pathway to accessing jobs in solar. Partners could include Visalia Technical Early College, Advanced Career Institute, or the Owens Valley Career Development Center. Also consider local community colleges such as Porterville College and College of the Sequoias which both have technical training programs.
Vesper could also consider engaging unions such as Laborers’ International Union of North America (LIUNA) on local workforce development goals. However, be sure to recognize the additional layer of politics engaging a union in California.

6. Identify your “Landowner Ambassadors”

As Vesper approaches landowners to discuss potential leasing agreements and easements, identify the particularly enthusiastic landowners. Ask them about their stories (how long they lived in the community, what they like most about the area, how Vesper can make the most positive impact on the community, etc. – the goal is to find people who have social cache, an interest in being engaged, pro-solar development, and can speak as a message validator for landowners. Cultivate these individuals, so they are comfortable sharing their perspective at events, Planning Commission meetings, or signing LTEs.
Finding supportive neighbors can also be helpful. Because the areas around the developments are flat, solar would not change the viewshed for most residents.
Think of these individuals as your frontline of support—their financial interests are aligned with yours. They can be powerful advocates if they feel respected, valued and if they are asked.

7. Develop collateral materials for your target audiences.

Create customized collateral to speak to the interests and concerns of different target audiences. Let the intel you gather from conversations with stakeholders guide the questions you need to answer in the collateral. These materials can be available online but should also be formatted as fact sheets or “leave-behinds:”

- Landowners and agricultural interests (be sure to emphasize the points that Mineral King and Berridge can help with water scarcity and allow the region to play its part in reducing its contribution to climate change which is impacting snowpack and river water levels).

- General public (economic development, health, and environmental impact)

- Relevant case studies (case studies from previous successful Vesper projects – with names, faces, 1^st-person testimonials, community benefits).
Remember: Facts alone are not a winning strategy. Data and science need to be persuasively leveraged to advance the project.

9. Offer regular check-ins with the Tulare County Board of Supervisors. They are not the decision-makers for approving a conditional use permit for either Mineral King or Berridge Renewable Energy projects but Planning Commission decisions can be appealed to the Board of Supervisors. Therefore, ensuring they are aware of progress and Vesper’s diligence throughout the project is a hedge against a protracted battle or rapid response need in the event the Planning Commission’s decision is (or needs to be) appealed to the Supervisors. From an emotional intelligence perspective, the Board of Supervisors will appreciate the individualized updates, even it they are in the form of a monthly email with the standing offer to meet or host a call to discuss.

Create a regular newsletter that highlights project progress and added value to the community. Be sure to design this infrastructure with the ability to segment audiences based on which project they are engaged on—there will be significant overlap in these lists and there may not be a need to segment audiences until later in the development process.

11. Cultivate a favorable media environment.

Offer an editorial board briefing to the Visalia Times Delta and The Sun-Gazette – these two publications may choose to use their platform to weigh in on either project or on solar development’s cumulative impact on the community, so ensuring local journalists are familiar with the technology and Vesper’s message framing will be important for contextualizing the projects to the broader community. Use this opportunity to present a general briefing on solar technology, positive developments in the industry, and information about the community benefits of the projects.
Editorial boards have perspectives, but they carry weight in forming elite and popular opinion in communities. Therefore, Vesper should ensure it imparts the message framing from Phase I, Step 2 to this audience so it can be reflected in their reporting and opinions.
Schedule briefings for news reporters at all locally significant papers, including the Visalia Times Delta, The Sun-Gazette, the Valley Voice, and The Porterville Recorder. Reporters will often be separate from the editorial board staff.

This phase largely coincides with landowner outreach and securing easements and rights-of-way. The goal of this phase is to secure agreements with landowners while the application for conditional use permits is before the Planning Commission. This phase builds on the network infrastructure Vesper built in Phase I and begins to strategically deploy those assets (allies, collateral, etc.) to advance Vesper’s pro-development narrative and manage any potential opposition that arises as the projects’ profiles grow.

12. Launch a coordinated digital and earned media campaign. Content should be aimed at two objectives, (1) driving the positive narrative about how solar energy is a multi-pronged benefit to the region from voluntary water-use reduction, reduced air pollution in the Central Valley, and economic diversification; (2) solar takes farmland out of rotation but can always be restored; and (3) the Vesper is a proactive, good neighbor.

Digital campaigns could feature local residents that represent different constituencies that are in favor of the project.
Echo the digital campaigns messaging with earned and paid media in local newspapers that feature op-ed and LTE signers from your grasstops network.
Consider sending mailers to potential participating and neighboring landowners with agricultural and water management messages that reinforce the digital and earned media messages.
The intensity of this campaign should be based on conditions on the ground (is the company experiencing significant pushback and the formation of opposition groups, or is there simply a need for a general awareness campaign?)

13. Deploy dedicated messaging to reintroduce Vesper to the broader community to build cache with the community and strengthen Vesper’s brand locally.

At this point, most stakeholders will know Vesper, but this phase should aim to deepen the company’s presence in the county. For example, become a dues-paying member of the local Tulare County Chamber of Commerce and invest in being recognized as a local business.
Vesper needs to signal that it is invested in the community for the long-term and intends to be a good partner for as long as it is operating the projects.
Work with Bantam to identify opportunities for brand amplification and PR in the region. Some of these PR tactics are best identified when Vesper has a sense of how the project and company perception is progressing in Phase II.

14. Hold a series of informal community meetings to promote the project’s community benefits, spread positive messaging, and create opportunities to hear community feedback that can inform the next steps.

Offer meetings or short briefings on the projects to build support and engagement from key constituencies and individuals. The aim here should be to make these “interests” heard and direct their local political or social cache towards advancing the projects.
Invite your cultivated grasstops and influencers to speak at these meetings (e.g., representatives from local educational institutions to talk about workforce, property owners to talk about landowner benefits, local healthcare professional or environmentalist to talk about health and environmental benefits, etc.)
These events can be designed creatively to make them more exciting or interactive. Think about offering promotional swag or food to enhance the community’s experience. These are valuable touchpoints to demonstrate a desire to engage the community authentically. Additionally, explore formats that allow the company to manage this discussion and steer it in positive directions.
Take advantage of pre-existing gatherings that can help expand Vesper’s visibility as a community partner and good neighbor. These opportunities could include a booth at the Tulare County Fair, or the Annual Tulare County Job Fair.

Phase III is an extension of phase II, but specifically refers to the immediate time when Vesper’s application for a conditional use permit is before the Planning Commission and there are public hearings and comments open. The persuasion and activation campaigns’ goals are to clearly demonstrate broad community support for the projects through a continued steady drumbeat of positive public messaging and the activation of supporters to provide public testimony to the Planning Commission.

15. Take steps to earn community support and build social license.

Make commitments to local charity organizations or commit to directly financing local projects or efforts that benefit the whole community. Gracefully publicize these commitments and allow the benefactors to tout the contributions to the extent possible.
Consider contributions to the local United Way of Tulare, or Salt + Light, a community organization focused on providing services for residents experiencing homelessness in the region.
Larger commitments can be made contingent on the project’s approval. But if the community appears to be moving towards approval, some good faith contributions to the community help bolster support.

16. Activate the projects’ core group of supports and direct their activism towards securing Planning Commission approval.

Take activists from your grasstops and “Landowner Ambassadors” networks and keep them in the loop on the projects’ development and progress before the Planning Commission.

- Educate these activists on the process the project will need to undergo to be successful and the things the company is doing to benefit the community and address any community concerns in good faith.

- Invite this core group of supporters to attend relevant Planning Commission meetings or submit testimonies in writing.

These tactics should continue to be deployed and reevaluated until the Planning Commission approves Vesper’s request for conditional use permits for both Mineral King and Berridge Renewable Energy projects.