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14th PLMA Fall Conference
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14th PLMA Fall Conference

"The Practice of Demand Response: Views from the Real World" is the conference theme. Gain insight from market practitioners, technology firms and utilities active in the demand response marketplace. Over 130 industry professionals will attend, including: Utility professionals, regulatory, and business professionals responsible for demand response; and Industry advisors including consultants, vendors, and curtailment service providers.

10/29/2013 to 10/30/2013
When: October 29-30, 2013
Where: Hyatt Regency Atlanta
265 Peachtree Street NE
Atlanta, Georgia  30303
United States
Contact: Sharon Dobson, (719) 205-0071

Online registration is closed.
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PLMA Fall Conference


The Practice of Demand Response:
Views from the Real World
October 29 and 30, 2013
Hyatt Regency Downtown, Atlanta, Georgia

Hear regulatory and policy updates, and gain insight from market practitioners, technology firms and utilities active in the demand response marketplace.  Over 130 industry professionals are expected to attend, including: utility professionals, regulatory, and business professionals responsible for demand response as well as Industry advisors, including consultants as well as product and service providers.  Over 130 professionals have registered so far.  To see who's coming, CLICK HERE. 


To Become a Sponsor, Click Here

Agenda as of October 17, 2013

Monday, October 28, 2013

1:00 - 5:00 p.m. Optional Pre-Conference Workshop
Intro to OpenADR hosted by the OpenADR Alliance 
This half-day workshop is ideally suited for developers, utilities and system operators interested in gaining a detailed understanding of OpenADR 2.0. As the most comprehensive standard for Automated Demand Response, OpenADR 2.0 is finding widespread adoption by suppliers and utilities worldwide.

Industry experts from Energy Solutions will provide utilities and system operators with valuable information on program design and implementation, while Hawaiian Electric Company will share their views and experiences using the OpenADR 2.0 standard for their programs.  Developers will learn about the OpenADR 2.0 standard and the benefits of certification from QualityLogic and REGEN Energy.  Attend this workshop to learn how your company can benefit from this important industry standard.

1:00 - 1:30 p.m. OpenADR Introduction, Barry Haaser, Open ADR Alliance
1:30 – 2:30 p.m.  OpenADR Technical Overview, James Mater, QualityLogic 
2:30 – 2:45 p.m.  break 
2:45 – 3:00 p.m. Value of OpenADR 2.0 Certification, Mark Kerbel, REGEN Energy
3:00 – 4:15 p.m. OpenADR for Utilities, Chris Burmester & Kitty Wang, Energy Solutions
4:15 – 4:45 p.m. Hawaii Perspective on OpenADR, Earle Ifuku, Hawaiian Electric Company
4:45 – 5:00 p.m.  Q&A
5:00 p.m.  Adjourn

Tuesday, October 29, 2013

7:00 - 8:00 a.m.  Hot Breakfast Buffet in Sponsor Lounge

Morning Host: Dave Hyland, Schneider Electric and PLMA Treasurer and Planning Committee Chair

8:00 - 8:15 a.m.  Welcoming Remarks, Paul Tyno, REGEN Energy and PLMA Chair

8:15 – 9:00 a.m.   Opening Keynote Presentation 
Nora BrownellDown Is the New Up - DR/EE Are the New Normal
Nora Brownell, former FERC Commissioner
Ubiquitous deployment of demand and energy efficiency options change the way we manage the grid. Continued expansion of customer options will impact planning and investment.

Nora Brownell is co-founder and Principal of ESPY Energy Solutions, LLC and also serves on the boards of National Grid, PLC, ONCOR, Comverge, Spectra Energy Partners, Times Publishing Company, and Tangent. In May 2001, Ms. Brownell was confirmed as commissioner of the Federal Energy Regulatory Commission where she served until the expiration of her term in June 2006. During her time as commissioner, Ms. Brownell was an advocate for the development of regional transmission organizations,national energy infrastructure development and markets for wholesale power. Prior to her time as commissioner, she served as a member of the Pennsylvania Public Utility Commission from 1997 to 2001.  Ms. Brownell is the former president of the National Association of Regulatory Utility Commissioners.

9:00 - 10:30 a.m.  Mass Market Analytics
Session Chair: Bob King, Good Company Associates
Four teams of vendors and utilities discuss emerging, technology-driven, mass-market monitoring, control, and analysis service offerings and how they are changing the relationship between customers and their suppliers.

  • Jarrett Simon, CenterPoint Energy with Dave Oberholzer, SmartHome with WeatherBug, on residential energy management and demand response services built upon their neighborhood-level weather data system.
  • Ed Smith, Intelligent Energy Solutions LLC (recently acquired by Mid American Energy Holdings Co.), on dynamically managing and aggregating residential loads with a multi-feature controls and analytics as-a-service
  • Chris Knudsen, AutoGrid Systems, and John Reno, Silver Spring Networks on the technical and economic drivers of software-based demand response and the success of large 2-way communications programs in the U.S.
  • Joel Gilbert, Apogee Interactive and past PLMA Chair, on residential sensor technology, controls and expanded analytics capabilities

10:30 - 11:00 a.m. refreshment break in Sponsor Lounge

11:00 - 12:30 p.m.  Building Solutions 
Session Chair: Ross Malme, Skipping Stone and PLMA Executive Committee and past Chair
This session will highlight advanced commercial building energy analytics and controls with real world experiences and best practices. Format will be highly interactive with session panelists and conference attendees facilitated by the session moderator.

  • Michael Brown, NV Energy with Mike Zimmerman, BuildingIQ, on NV Energy Demand Response: Reducing Costs and Grid Efficiency at NV Energy’s Pearson Building Headquarters,
  • Dr. Michel Kamel, MelRok, on understanding Peak Load across a Building Portfolio using a Realtime Energy Monitoring System
  • Dick Preston, Energy Grid Services, on Commercial Building Controls Need Advanced Communication for Demand Response, But What Kind?

12:30 - 2:00 p.m. Lunch in Sponsor Lounge hosted by Enerliance
Demand Response From a Bulk Power
System Reliability Perspective
John N. Moura, North American Electric Reliability Corporation
John Moura joined NERC in 2008 and as Director of Reliability Assessment leads the electric reliability organization’s efforts to independently assess and report on the overall reliability, adequacy, and associated risks of the interconnected North American bulk power system. John coordinates the efforts of NERC’s Planning Committee and several other stakeholder groups, and is engaged in multiple groups and committees across North America focused on the reliable integration of variable generation, demand response performance, smart grid initiatives, environmental regulations, electric and gas interdependencies, and power system risk and vulnerability analyses. He is the co-author of numerous NERC special reports and several IEEE papers.      

Afternoon Host: Bill Jackson, Tennessee Valley Authority, and PLMA Executive Committee and Membership Chair

2:00 - 3:30 p.m.  A Perfect Couple: DR and Renewable Energy
Session Chair: Stuart Schare, Navigant Consulting and PLMA Executive Committee

  • Earle Ifuku, Hawaiian Electric with Mark Kerbel, REGEN Energy on Successfully Using Automated Demand Response to Support Renewables Integration
  • Ryan Hentges, Minnesota Valley Electric Cooperative with Elaine Johns, EnerVision on Firming Up Renewables with Potential Demand Response (DR) Options
  • Curt Arulf, Jr. CP, Habersham Electric Membership Corp. with Jon VanDonkelaar, Bellbrook Energy on Distributed Autonomous Demand Response

 3:30 - 4:00 p.m. refreshment break in Sponsor Lounge

4:00 - 4:30 p.m. Atlanta Clean Tech EcoSystem Spotlight
Local Atlanta Clean Tech leaders for an overview of developments in the metro Atlanta Clean Tech Economy. Representatives from the following organizations will provide brief remarks:

  • Bob Pertierra, Metro Atlanta Chamber, Clean Tech Leadership Council
  • Costas Simoglou, Georgia Center of Innovation for Energy
  • Bernie Burgener, Green Chamber of the South

*Metro Atlanta is the 7th largest clean tech economy in the United States and the nation’s most diverse. (Brookings Institute Sizing the Clean Economy Report, 2011)

4:30 - 5:15 p.m. Sponsor Showcase Lightning Round
Session Chair: Dick Preston, Energy Grid Services, and PLMA Executive Committee and past Chair
Lightning-fast round of introductions to companies that offer leading-edge technology and service innovations.  Emphasis will be on field applications and utility case studies.  Listen closely to capture the magic word between each 5-minute presentation and enter to win a valuable prize.  Panelists will include representatives from (in alphabetical order):

  • Jason Cigarran, Comverge
  • Joe Childs, Eaton's Cooper Power Systems
  • Ivan Kustec, Emerson Climate Technologies
  • Ray Pustinger, Enerliance
  • Ken Van Meter, Intelligent Energy Solutions
  • Rich Quattrini, Johnson Controls
  • Dr. Michel Kamel, MelRok
  • Josh LichOpower
  • Ward Eames, NTC
  • Steve Koep, Vaughn Thermal Corporation
MAC Clean Tech
5:15 - 7:00 p.m. Networking Reception in Sponsor Lounge

PLMA is partnering with the Metro Atlanta Chamber Clean Tech Council to network demand response industry experts with local companies that are leveraging clean technology and smart energy solutions.  

7:15 p.m. Dine Around Atlanta
You're invited to visit one of 5 restaurants following the PLMA reception that are all are within walking distance.  To learn more, click here.

Wednesday, October 30, 2013

7:00 – 8:00 a.m. Hot Breakfast Buffet in Sponsor Lounge

Wednesday Morning Host: Rich Philip, Duke Energy and PLMA Vice Chair

8:00 - 8:30 a.m.
How Smart Grid Affects the Benefits
and Costs of Demand Response
Erik Gilbert, Director, Navigant Consulting
This session will review the Pacific Northwest Smart Grid Regional Business Case results for demand response. The analysis uses a unique and comprehensive benefit-cost modeling approach, based on work sponsored by Bonneville Power Administration over the past four years. The approach makes use of results from various DR demonstrations, pilots, and implementations, such as the Pacific Northwest Smart Grid Demonstration Project.

Erik Gilbert’s focus at Navigant Consulting is on Smart Grid and demand response program analysis and technology strategy, with emphasis on cost-benefit and risk assessment. Erik has over twenty years of experience in developing and managing complex products and market programs as well as performing program evaluations and assessments. Previously, he managed several product lines at Internet infrastructure provider Cisco Systems, Inc., and developed technology strategy for many clients with Ernst & Young Management Consulting. He began his career as a design engineer.

8:30 - 9:30 a.m.  Case Studies in Demand Response Innovation
Session Chair: Brad Davids, EnerNOC

  • Chris Ashley, EnerNOC on Opportunities and Challenges: Transitioning from Tariff-Based DR to a Third Party Pay-for-Performance Program
  • Rob Ardis, Pee Dee Electric Cooperative on Coincident Peak Billing Demand Reduction using CVR

9:30-10:30 a.m.  Demand Response and the Customer Experience: Utility Case Studies
Session Chair: Jason Cigarran, Comverge
Residential demand response projects can appear daunting to utilities that have never engaged with their customers in an energy management program. During this session, utility representatives will share best practices for successfully managing the customer experience at every stage – from enrollment to device installation to customer support. Participants will leave the session with a strong set of tools for achieving high rates of customer satisfaction in their next demand response program.

  • Mike Goodroe, Sawnee EMC, with Elaine Johns, EnerVision, on Consumer Education for DR: Why Every kWh Isn’t (and Shouldn’t be) Equal
  • David M. Logeman, Central Electric Power Cooperative, on Adventures in Residential DSM: The Central Electric Experience
  • Inia Burginger, Pepco Holdings, on Best Practices in Participant Recruitment into Energy Management Programs

10:30 -11:00 a.m. break

11:00 - 12 noon  Installation Challenges
Session Chair: Joe O'Malley, Mad Dash

  • Bob Addicks, Good Cents on Key Steps in Designing a New DR Program
  • Joe O'Malley, Mad Dash on What You Never Knew That You Should Have Known Before Starting a DR Program

12 noon - 1:00 p.m.  Lunch in Sponsor Lounge hosted by Intelligent Solutions

Afternoon Host: Paul Tyno, REGEN Energy and PLMA Chair

1:00 - 2:00 p.m.  Dynamic Pricing - Today and Tomorrow
Session Chair: Michael Brown, NV Energy and PLMA Education Chair
The presenters in this session will discuss several types of dynamic pricing programs, moving from a review of programs in place today to viewpoints of improved future programs and emerging paradigms.

  • Carl Besaw, Southern California Edison with Jeremy Laundergan, EnerNex on Holistic Approach for Distributed Generation, Demand Response & Dynamic Pricing
  • Dennis Quinn, Joule Assets on Suggestions for Successful CPP Program Deployments

2:00 - 3:30 p.m.  OpenADR Progress
Session Chair: Dave Hyland, Schneider Electric

  • Patty Solberg, Powerit Solutions, on The Evolution of DR Participation as We Approach DR 2.1,
  • Christine Riker, Energy Solutions, on Lessons Learned From Field Deployments
  • James Mater, Quality Logic, with Ken Nichols, EQL Energy on GridWise Architecture Council Transactive Energy Framework

3:30 p.m.  Adjourn and Closing Remarks
Rich Philip, Duke Energy and PLMA Vice Chair

3:30 - 4:00 p.m. break  

4:00 - 5:30 p.m.  Optional Concurrent Interest Group Meetings
Opportunity for registrants to choose a topic that they would like to meet about informally.  Topics will include:

The PLMA Grid-Interactive Water Heating (GIWH) Interest Group has been formed to provide the platform for information sharing and participative market development efforts in order to move these technologies from pilot project to market introduction. Plan to join this inaugural meeting to introduce interest group mission, discuss participation structure, and outline future activities of this joint utility/industry market-development initiative for with all interested parties.  In the late 80’s and early 90’s, the electric utility industry assumed a very active role in the initial development of the Ground-Source Heat Pump marketplace. PLMA and the GIWH Interest Group foresee the need for a similar effort in order to bring the economic, environmental and societal benefits of Grid-Interactive Water Heating to end-use electric customers across the country.

Thursday, October 31, 2013

7:00 – 8:00 a.m. Hot Breakfast Buffet in meeting room

8:00 a.m. – 1:00 p.m. Optional Post-Conference Workshop:
Come on in, the Water’s Fine: 
The Emerging Market for Grid-Interactive Electric Water Heating
hosted by the PLMA Grid-Interactive Water Heating Interest Group
Session Co-chairs: Gary Connett, Great River Energy and Steve Koep, Vaughn Thermal Corp.

Grid-Interactive Water Heating (GIWH) is the emerging consensus term describing real-time, two-way communication between the GIWH appliance and the electric utility, ISO or aggregation entity. When equipped with a GIWH control, a large-capacity (80+ gallons) Electric Thermal Storage water heater can respond to near real-time input by enabling fast up and down regulation and frequency control for the purpose of providing ancillary services and renewable storage to the utility or grid-operator.  

8:00 – 9:30 a.m. Introduction to Grid-Interactive Electric Water Heating

  • Change the Technology or Change the Source Energy, Gary Connett, Great River Energy, and Chairman, PLMA GIWH Interest Group (GIWH-IG)
  • Grid-Interactive Electric Thermal Storage Water Heating, Paul Steffes, Steffes Corp.
  • Collaboration to Competition– GIWH Market Development;, Steve Koep, Vaughn Thermal Corp.

9:30 – 9:45 a.m.  break

9:45 – 11:15  Emerging Market Opportunities and Challenges

  • Waivers Vs. Classifications, DOE and the US Congress Panel Discussion
  • Modeling of MW-Scale GIWH Technology Applications, Eric Rehberg, Battelle Memorial Institute, and Dan Flohr, Sequentric Energy Systems
  • Evaluation of GIWH Technology Applications, Harshal Upadhye, Electric Power Research Institute

11:15 - 11:30 a.m.  break

11:30 – 1:00  Emerging Market Opportunities and Challenges

  • Water Heating & Demand Response at TVA, Bill Jackson, Tennessee Valley Authority
  • Renewable Integration Utilizing GIWH Technology, Bill Kallock, Integral Analytics 
  • GIWH - The Way Forward – Closing Panel Discussion

1:00 p.m. Closing remarks and Adjourn 

The PLMA Grid-Interactive Water Heating Interest Group (GIWH-IG) has been formed to provide the platform for information sharing and participative market development efforts in order to move GIWH technologies from pilot project to market introduction.  Plan to join us for this highly informative workshop to learn more about Grid-Interactive Water Heating and its potential for carbon reduction, renewable storage and grid-optimization.  "Come on in, the water’s fine!”


Hotel accommodations must be reserved separately and are not included in your attendee registration. Our event is taking place at Hyatt Regency Atlanta, 265 Peachtree Street, NE. Reservations may be made online at by calling 1-888-421-1442 and mention PLMA for a discounted rate of $195/night, single or double occupancy, subject to availability.

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