At the end of June, Austin Energy customers set a new peak electricity demand record for the month (2,702 megawatts), beating the record set in June 2009 and coming close to the all-time high set during last year's blistering August (2,714 megawatts). Austin Energy’s solution was to offer several programs – both residential and commercial – to reduce demand by 15-30 megawatts during the most energy-sucking (and air-conditioned) hour, which is 4 p.m. to 5 p.m.
Austin Energy also offers tips to save money and lessen the load on the state electricity grid, asking customers to conserve energy between 3 p.m. and 7 p.m. by doing various things like weather-stripping around entry doors or keeping blinds and curtains closed, particularly on windows hit by direct sunlight.
What about those who leave their doors wide open all day while running the air conditioning? You wouldn't do that, would you. Unless you had lots of money to burn…or you were trying to attract customers.
It’s common practice for stores to keep their outside doors open to lure customers and drum up more business. For some shops, it’s a decision made by an independent owner, but for others, it’s a marketing mandate from corporate headquarters. During the hot summer months, this means blasting cold air-conditioning onto the sidewalks.
In the summer of 2008, New York City passed an ordinance making it illegal for businesses to prop open doors while operating air conditioning – the law applies to any store with at least 4,000 square feet and to smaller stores that are part of chains with at least five local outlets. The Department of Consumer Affairs issues a warning to first-time offenders; they are fined $200 for a second offense and $400 for subsequent violations within an 18-month period.
A call to Austin Energy made it clear that Austin has no law against wasting electricity. The Austin Energy representative felt it was unfortunate that businesses were letting air conditioning out onto the hot streets, but there was nothing they could do. Yet, the city has rules in place against wasting water, with residential and commercial water restrictions that place limits on when we can water our lawns.
Violations of the water restrictions in Austin are considered a Class C Misdemeanor, with each instance punishable by a fine of up to $500. The city prohibits wasting water year-round and asks citizens to be “mindful of leaking faucets, pipes and irrigation systems operating with misdirected or broken sprinkler heads.” Buildings leaking cool air? Not so much.
A friend and I recently set out to visit The Domain and the 2ND Street District to see if stores in Austin were guilty of the same energy wasting marketing tactics used in New York City. We found nine open doors in the 2ND Street District – a bit ironic, considering they’re in the shadow of Austin City Hall.
Lululemon Athletica's "Fearless Summer."
We found fifteen businesses with open doors at The Domain. Toward the end of our investigation at The Domain, we were almost run off by security for taking forbidden photography (of open doors!) on private property.
For some businesses, however, the wide-open-door marketing tactic simply doesn’t make sense when it drives up the electricity bill or wreaks havoc on the air conditioning system. At Eliza Page in the 2ND Street District, one of the employees decided to close the door, although the owner preferred for it to remain open, because the air conditioning had previously broken down.
For other businesses, it’s common sense. Russ Zimmerman, Microsoft Store manager at The Domain, says, “I closed the doors because it’s the right thing to do for the environment.”
Stephanie Rose, an employee at Design Within Reach in the 2ND Street District, thinks keeping the doors open doesn’t make financial sense – the cost of driving up the electricity bill offsets the potential of generating more business.
Rose says, “From a cost-saving perspective as a business, why would you do that do your bottom line? Besides, people come into get a break from the heat. Closing the doors keeps it cooler inside.”
At Austin Java in the City Hall building, there is even a sign that reads “Please Keep Doors Closed (Help us keep the birds out and the air conditioning in).”
Although some establishments have come to their senses, there are many shops yet that will continue to leave their doors open throughout the summer.
Do you think the City of Austin should pass an ordinance like the one passed in New York? Should anyone be exempt if we did? (Let us know in the comments or on Facebook!)
Austin Java in the 2ND Street District wants you to keep their doors closed.
