Innovating for the Future: A Q&A with Sam Whelan of Holy Cross Energy

As public power utilities and electric cooperatives seek new ways to enhance grid reliability, reduce costs and integrate renewables, some organizations stand out for their leadership in developing innovative approaches. Holy Cross Energy (HCE), an electric cooperative serving 46,000 members in Colorado’s Eagle River, Roaring Fork River, and Colorado River Valleys, has developed a suite of programs designed to empower members, optimize energy use and drive sustainability.

We spoke with Sam Whelan, Vice President of Finance at HCE, to learn more about their forward-thinking initiatives and what they’ve learned along the way.

PROGRAM DEVELOPMENT

Q: What was the inspiration behind developing programs like Peak Time Payback and Power+? Were they modeled after similar initiatives elsewhere, or were they uniquely designed for HCE’s members?

Whelan: We designed these programs to meet the specific needs of our cooperative members while leveraging structures that have been successful elsewhere. The key was identifying programs that provide distributed, flexible and controllable loads and resources.

Peak Time Payback (PTP) and Power+ allow members to engage at different levels while helping HCE manage power supply costs. Participants receive bill credits when they reduce usage or allow us to control their batteries, and the entire cooperative benefits from the resulting savings. These programs also enhance system flexibility, which is increasingly important as we integrate more renewables.

MEMBER ENGAGEMENT

Q: How have cooperative members responded to these programs? Do you have any participation data?

Whelan: PTP has been very popular because it’s a win-win — members earn bill credits when they reduce usage during peak periods, but there’s no penalty if they don’t. Power+ is more of a commitment, as it requires members to install batteries and allow HCE to control them. Those who participate recover some of their investment through bill credits.

Currently, we have about 3,500 members in PTP and 2,500 in PuRE, our voluntary renewable energy purchase program. Power+ has about 200 participants. While lower, that number is growing as more battery options become available through our Distributed Energy Resource Management System (DERMS) provider.

PROMOTION STRATEGIES

Q: What methods have been most effective in promoting these programs?

Whelan: One of our best outreach methods for Power+ has been partnering with local solar installers. They inform customers about our programs and direct them to our website, which has detailed information.

Our community relations team has also used multiple channels, including local newspapers, radio, social media and our monthly e-newsletter. We’ve had great success with in-person engagement, such as tabling at local events and hosting our own. Offering incentives, like an e-bike giveaway for members who sign up for PTP or PuRE, has also boosted participation.

PEAK TIME PAYBACK MECHANICS

Q: How does the Peak Time Payback program work? How are peak times determined, and what incentives do members receive?

Whelan: Peak Time Payback (PTP) is a voluntary program that rewards members for reducing their electricity use during high-demand periods. Our team monitors Colorado’s electrical system and forecasts when peak demand events are likely to occur. When we anticipate a peak event, we notify enrolled members via text or email, giving them the opportunity to adjust their energy usage.

Participation is completely optional — there’s no penalty if a member doesn’t reduce their usage. However, those who do cut back during the designated time frame receive a bill credit of $0.75 or $1.50 per kilowatt-hour, depending on the event type. We calculate the reduction by comparing their energy use during the event to their average consumption over the past 10 days (or the previous two weekends for weekend events).

“PTP has been very popular because it’s a win-win — members earn bill credits when they reduce usage during peak periods, but there’s no penalty if they don’t.” – Sam Whelan

The program provides benefits beyond just the participating members. By lowering demand during peak periods, HCE reduces its wholesale power costs, which helps keep rates stable for all members. PTP also encourages energy efficiency without requiring members to purchase new technology. So far, 3,500 members have enrolled, making it a simple but effective way for members to engage in energy management while saving money.

LOAD MANAGEMENT IMPACT

Q: Have time-of-use programs influenced energy consumption patterns? How has this affected grid stability and efficiency?

Whelan: Our direct control (Power+) and dynamic rate (PTP) programs have been the most successful in shifting load. Our goal is to manage 8 megawatts (MW) of load by the end of 2025.

Currently, we’re using these programs primarily to lower costs for members rather than for distribution system stability. However, as more members install batteries and adopt time-of-use rates, we’re seeing increased interest in self-consumption strategies — charging batteries when renewable generation is high and using stored energy during peak demand times.

RENEWABLE INTEGRATION

Q: How does the PuRE program work, and what role does it play in supporting renewable energy?

Whelan: PuRE is a voluntary renewable energy credit (REC) purchase program that allows members to match their electricity use with 100 percent renewable energy. While HCE is already making significant progress toward a fully renewable power supply, PuRE gives members the option to accelerate their personal transition by directly supporting clean energy.

By enrolling in the program, members purchase RECs, which certify that their electricity consumption is offset by renewable generation. These credits come from wind, solar and other renewable sources, ensuring that participants are contributing to a cleaner grid. While the program doesn’t change the physical electrons powering a member’s home, it guarantees that an equivalent amount of renewable energy is being generated and used within the system.

FUTURE PROGRAM DEVELOPMENT

Q: Are there plans to expand existing programs or introduce new ones?

Whelan: Absolutely. Our Programs Team is constantly evaluating new technologies to improve reliability, affordability and sustainability.

We recently expanded our On-Bill Repayment Program to help members electrify their homes. We’re also working on a microgrid initiative to extend the Power+ concept beyond residential members. Additionally, we’re expanding device compatibility within our programs to include more battery storage options.

We recognize that members have different preferences regarding utility control. Some want full autonomy, like with PTP, while others are comfortable with more utility-managed solutions, like Power+. We strive to offer a range of options that balance flexibility and value.

CHALLENGES AND SOLUTIONS

Q: What challenges have you faced in implementing these programs, and how have you addressed them?

Whelan: One ongoing challenge is the technical complexity of integrating distributed energy resources (DERs) into our system. Managing back-end systems, program flows and dynamic rates requires continuous improvement.

We also face local challenges, such as high construction costs and limited contractor availability. To overcome these, we’ve worked to standardize program structures, prioritize high-value DERs and expand our list of approved installers.

Additionally, we learned early on that installing batteries in unconditioned spaces in our cold climate reduces their performance. Now, we encourage installations in temperature-controlled areas to maximize efficiency.

PERFORMANCE METRICS

Q: How do you measure the success of these programs?

Whelan: We evaluate programs using four key metrics:

1. Financial Savings – Both for individual participants and the cooperative as a whole.

2. Load Flexibility (kW Reduction) – The program’s contribution to peak demand reduction.

3. Greenhouse Gas (GHG) Reduction – Tons of CO2 avoided through program participation.

4. Program Participation – The number of members enrolled.

These data points help us refine and improve programs over time.

A MODEL FOR PUBLIC POWER

Holy Cross Energy’s innovative programs illustrate the power of member-driven solutions in shaping the future of public power. By combining financial incentives, advanced load management, and community engagement, HCE is creating a more flexible, sustainable and cost-effective energy system.

As public power providers nationwide — and especially here in the Tennessee Valley — navigate changing energy landscapes, the lessons from HCE’s programs offer valuable insights into the potential of member-focused innovation.