Ceisler Media worked with renewables unit of Liberty Utilities, a division of Algonquin Power & Utilities Corp. in Canada, on two Pennsylvania-specific wind projects — the 80-megawatt Broad Mountain Wind Project in Carbon County in northeastern Pennsylvania and the 100-megawatt Sandy Ridge Phase II Wind Project in Blair and Centre counties. The two projects were vastly different. Broad Mountain was a “greenfield” development while Phase II of Sandy Ridge was an expansion of an existing wind farm, where most of the new turbines were within the existing footprint.
Both projects faced fierce opposition because of the size of the turbines. As the wind energy industry has evolved, machines have become more efficient and larger, both in height and rotor diameter (swept area). Fewer machines are required to deliver power, which lowers the cost of electricity for consumers while significantly minimizing environmental impacts because the footprint of the project is so much smaller. Nevertheless, opponents challenged the zoning allowance for turbines that would be among the tallest in the United States, especially at the Broad Mountain “greenfield” development site.
In Carbon County, Ceisler Media opened a field office and staffed it with an employee, encouraging residents to visit and learn more about the project. The office served as a clearinghouse, similar to a museum, with numerous charts and models that residents could view up close. The team also held forums and met with community stakeholders, support local philanthropies as evidence of their 30-year commitment to the region. No media request went unanswered, and in fact Ceisler Media worked proactively to capture the headlines by providing tours and granting interviews inside the office. As the list of supporters grew, the Ceisler Media team worked with them on messaging and encouraged their participation at zoning hearings, which totaled more than two dozen in Carbon County.
Both regions are rural with limited media, which meant it was important to meet residents where they get their news. The sites had specific webpages and social media platforms, and direct mail was used to talk to residents and enlist supporters. Supporters received yard signs to counter the opposition and ensure decision-makers had the cover they needed to vote the right way.