California’s Wastewater Market: Key Drivers & Funding

The California Wastewater market is defined by its focus on water conservation and reuse. The state’s Water Supply Strategy sets aggressive targets for recycling water, fueling a wave of large-scale, technologically advanced Public Infrastructure projects. The state is investing billions of dollars to support these initiatives.

• Clean Water State Revolving Fund (CWSRF): The California State Water Resources Control Board administers the CWSRF, which provides low-interest loans and grants for a wide range of water quality projects. The federal Bipartisan Infrastructure Law (BIL) has infused the CWSRF with unprecedented funding. For fiscal year 2024, California received over $510 million for water infrastructure upgrades through the CWSRF and Drinking Water State Revolving Fund (DWSRF), with much of that funding directed toward disadvantaged communities. You can find more information about these programs and their funding lists on the State Water Resources Control Board’s website
• Water Recycling Funding Program (WRFP): This program, also administered by the State Water Resources Control Board, provides financial assistance specifically for water recycling projects. This includes everything from planning grants to construction loans. Proposition 1 and Proposition 68 have collectively provided hundreds of millions of dollars for these initiatives, and you can find more about the program here.
• Direct Potable Reuse (DPR): California is a national leader in direct potable reuse, with regulations recently approved to allow purified wastewater to be introduced directly into drinking water systems. This requires significant investment in advanced treatment technologies like microfiltration, reverse osmosis, and ultraviolet (UV) disinfection

A major example is the Pure Water Southern California program, a massive undertaking by the Metropolitan Water District of Southern California to create one of the world’s largest water recycling facilities.

Finding Future Projects with Early-Stage Sales Intelligence

In California, securing a win is less about responding to an RFP and more about influencing the process before it even begins. By leveraging Early-Stage Sales Intelligence, you can identify projects 1 to 5 years ahead of the competition and become a trusted advisor.

• Track Funding Applications and Intent: The State Water Resources Control Board publishes Intended Use Plans for its State Revolving Fund programs. These plans list which projects are slated to receive funding, providing a direct look at what’s in the pipeline. Similarly, tracking applications for the Water Recycling Funding Program can give you a heads-up on a project years before it’s formally announced.
• Analyze Feasibility Studies and Master Plans: Before a project moves forward, municipalities commission engineering studies and develop master plans. These documents often detail a community’s challenges, preferred solutions, and project timelines. For example, a “Wastewater Treatment Plant Master Plan” is a clear signal of future construction or upgrade projects.
• Monitor Public Records: Public records, such as city council meeting minutes and preliminary engineering reports, often contain detailed discussions about infrastructure needs and proposed solutions. These discussions are a rich source of early-stage intelligence, providing clues about potential projects long before they are formally announced.

How Citylitics Can Assist You

Citylitics is an Early-Stage Sales Intelligence platform that is purpose-built to navigate the fragmented world of California’s Public Infrastructure data. Our proprietary AI analyzes millions of public documents, including those from the State Water Resources Control Board and local municipalities, to identify future projects 1 to 5 years before an RFP is issued. By using Citylitics, you can:

• Identify Planned Projects: Our platform tracks projects mentioned in Capital Improvement Plans and other planning documents, giving you a forward-looking pipeline of opportunities.
• Follow the Funding: We monitor the CWSRF and other state and federal funding applications to see which communities are actively seeking money for their wastewater projects, a key indicator of a project that is likely to move forward.
• Engage with Key Stakeholders: We provide insights into the public officials and departments involved in the early stages of a project, allowing you to build relationships and become a trusted advisor before the procurement process even begins. This proactive approach significantly increases your chances of winning the project.

Learn how to uncover, target, and influence upcoming wastewater infrastructure projects. Request a demo of Citylitics today and start improving your win rates.