Aerial view of landscaping in San Diego, California.
Aerial view of landscaping in San Diego, California. - 
Listen To The Story

California is in the fourth year of one of the worst droughts in the state's history. California Gov. Jerry Brown has ordered cities to cut water use by 25 percent, but how do you achieve that?

One way would be to change the economics of water use, or in plainer terms, raise its price. But that's harder to do than you might think, especially in California, the land of propositions.

Still, as of July 1, the price of water in Southern California is going up. The Metropolitan Water District, which brings water into Southern California from Northern California and the Colorado River, is charging penalties to utilities in the Los Angeles region that exceed their allotments. The cost of that extra water could be four times the current rate.


“I think the best compliment I can give is not to say how much your programs have taught me (a ton), but how much Marketplace has motivated me to go out and teach myself.” – Michael in Arlington, VA

As a nonprofit news organization, what matters to us is the same thing that matters to you: being a source for trustworthy, independent news that makes people smarter about business and the economy. So if Marketplace has helped you understand the economy better, make more informed financial decisions or just encouraged you to think differently, we’re asking you to give a little something back.

Become a Marketplace Investor today – in whatever amount is right for you – and keep public service journalism strong. We’re grateful for your support.

Follow David Weinberg at @@randomtape