The Seattle City Council asked Seattle Public Utilities (SPU) to provide a rigorous analysis of the cost, volume, and reliability of conservation opportunities available within Seattle's wholesale and direct service areas through 2020. The Water Conservation Potential Assessment (CPA) was completed, using the criterion that no measure identified and analyzed will result in a loss of service or satisfaction for the customer. Water shortage actions such as irrigaiton bans that would reduce customer service were not considered. The CPA found that substantial water savings, up to 31 million gallons per day (mgd) or 16% of water use in the peak season, can be achieved over the next 20 years with no reduction in customers' ability to use water nor in their satisfaction with water services. The cost of these savings is comparable to the current marginal cost of new peak season water supply.