This paper documents the methodology and results of a comprehensive evaluation of regional conservation potential conducted under the direction of the San Francisco Public Utilities Commission (SFPUC) for its wholesale customer service area. The study was conducted with participation, feedback, and concurrence from the 28 SFPUC wholesale customers and coordination assistance from the Bay Area Water Supply and Conservation Agency (BAWSCA). The SFPUC is currently implementing a capital improvement program (CIP) to improve the reliability of the SFPUC regional water system and reduce its risk of failure. Understanding the future regional water demand, including demand management potential through water conservation programs, is an important aspect in planning for system reliability improvements. This study, undertaken for SFPUC long-term regional planning purposes, evaluated water demand management for the wholesale customer service area by working with the 28 wholesale customers and BAWSCA to define a reasonable range of conservation potential for each individual wholesale customer service area. The SFPUC planning study involved two phases of work: water demand forecasting and evaluation of future water conservation potential. The evaluations were conducted in series using an end-use water demand model, the Demand Side Management Least-Cost Planning Decision Support System (DSS) model developed by Maddaus Water Management. The DSS model was applied to each wholesale customer service area individually, and calibrated to the service area conditions to first project total water demand by end use through the year 2030, and then evaluate conservation potential for those same service areas. The relative cost-effectiveness of investing more money in conservation as opposed to purchasing additional water from the SFPUC was reviewed with each customer, along with the results of a benefit-cost analysis of the individual measures and programs. Based on compiling the results from the individual customer DSS models, it was found that the current plumbing and appliance codes would reduce SFPUC wholesale customer service area 2030 total water demand (estimated at 324 mgd) by about 7.8 percent. Further, the DSS modeling showed that additional water conservation measures could reduce total water demands an additional 2-6 percent, depending upon the level of conservation implemented by the wholesale customers within the concurrence range. Includes 4 references, tables, figures.