Example peak demand reduction program: Tucson Water's "Beat the Peak" with Pete the Beak. Information at http://cms3.tucsonaz.gov/water/pete_the_beak
“The Good News and Bad News of Declining Water Demand” (a lot of infrastructure cost comes from dealing with peak demand) http://newswatch.nationalgeographic.com/2013/08/08/the-good-news-and-bad-news-of-declining-water-demand/