By Sheri McWhirter
TRAVERSE CITY -- A city-owned utility may hire a public relations consultant to help sell its biomass power plant idea to area residents.
Traverse City Light & Power officials could hire consultant Keith Schneider, of Benzonia, under a part-time, $15,000 contract to help sway area residents on biomass technology and the utility's plans to build a handful of wood-burning power plants.
It's an effort to replace coal-generated energy and meet, or exceed, state requirements for 10 percent renewable energy output by 2015.
"I believe it's imperative that Light & Power communicate effectively with the public about such an important project," said Mike Coco, vice chairman of the utility's board of directors.
The PR contract may be finalized in a couple weeks, and will run into next year's first quarter, said Ed Rice, Light & Power executive director.
Schneider is a contributing writer for the New York Times who often covers environmental topics. He also serves as media and communications director at the U.S. Climate Action Network in Washington, D.C., a special interest group that aims to reduce climate change.
Additionally, Schneider is the founder and former director of the Michigan Land Use Institute in Traverse City.
Schneider termed himself a "public interest communication specialist." He declined to comment about the pending contract with Light & Power until it's finalized.
Paying for public relations is worth the money, even during an economic recession, considering the magnitude of costs to build four biomass power plants, said Coco and other board members.
"Any money spent on proper planning is a good thing, including educating rate payers and citizens of Traverse City," said John Snodgrass, board member.
"We need somebody who is able to talk about energy and the future of energy production and not sound too technical," said Jim Carruthers, board member and city commissioner.
Four biomass plants in and around Traverse City would cost roughly $70 million -- up from earlier projections of $50 million -- and generate 20 megawatts to power about 20,000 homes in the area. Wood fuel would come from logging operation leftovers, such as chips, branches and scraps, plus possible trees with little timber value.
Trouble is, many people in the region know little or nothing about biomass power generation, part of the reason to hire the consultant, Rice said.
"If we don't educate the population about things, it doesn't take long to go down a negative road and that can halt a project," he said. "If we can't gain local acceptance of these small biomass plants, then we have to look at other options."
