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In 1990 the El Paso Water Utilities Public Service Board committed to an aggressive conservation program aimed at reducing per capita water usage by 20% within a ten-year period. A variety of measures were evaluated in ultimately developing a comprehensive conservation program designed to achieve this goal. These measures include mandatory watering schedules, customer education, plumbing code revisions, landscape ordinances, pricing and a number of other non-price programs. The purpose of this paper will be to discuss the elements comprising the Board's conservation program, how they were selected, and the results achieved in the first two years the program has been in place. Of particular interest is the pricing approach used by the Board. This approach is designed to charge those customers with high peak demands at rates indicative of the cost of providing the service demanded. This is done through what is referred to as an "excess-use" rate approach. The paper will discuss this rate approach and examine the degree to which it, along with other measures, has and is expected to contribute to water use reductions in El Paso.