Brand Relaunch & Science Communications | Carmel River Watershed Conservancy | 2024–2026
Expanding Engagement through Science
The Challenge
The Carmel River Watershed Conservancy had been doing serious conservation work for 23 years: watershed restoration, fish passage improvements, scientific research, Carmel River Task Force leadership. Yet it remained largely invisible to the broader community that relied upon the river for its primary water source. When Elise joined as Executive Director, the mandate was clear: take CRWC out of stealth mode.
Water on the Monterey Peninsula is among the most contested issues in the region. Ongoing litigation between water providers, competing interests around supply and conservation, and widespread public misinformation meant that simply raising CRWC's profile wasn't enough. Any public engagement effort would need to navigate a charged political environment without getting pulled into it.
The Insight
Rather than wade into the policy debates, Elise built a space deliberately outside them, building opportunities for community to come together around water issues and leave politics at the door. She started by launching Science Uncorked, a speaker series connecting researchers, agencies, businesses, and residents around shared learning and conversations. This inclusive approach was also applied to the CRWC’s annual event, California Wildlife Day, increasing participation from ~1,150 a year to over 1,500 engaged community members.
The approach created new partnerships, expanded community support, and strengthened the Conservancy’s ability to advance watershed resilience.
What Was Built
Science Uncorked launched as a monthly community gathering with guided discussions on a different water topic each session. Ground rules were explicit: no politics, no policy. Just science, in conversation with the public.
Topics drew directly from CRWC's research and project partners on the Carmel River Task Force:
Lessons learned from the removal of the San Clemente Dam
Wildfire impacts and resilience in the watershed
The science behind desalination
Stewardship for watershed wide resilience to wildfire, flood, and drought.
The venue partner was Russell Joyce Winery — a relationship built on genuine mutual benefit. Russell Joyce provided the space in exchange for CRWC bringing more than 100 new visitors through their doors each month. The partnership went further: the winery created a dedicated Pinot Noir, RiverWise, with 30% of all sales directed back to fund river conservation work.
The Brand Rebuild
Science Uncorked was the flagship program of a broader organizational relaunch. Alongside it, Elise rebuilt CRWC's brand infrastructure from the ground up — updated website, refreshed logo, revitalized social media presence, and a new newsletter — while strengthening the organization's external partnerships through joint grant applications and increased event presence across the watershed.
The Results
Consistent growth of community engagement
A new earned-revenue stream through the RiverWise wine partnership
Expanded grant and community funding — growing revenue 3x in 18 months
A broader, more engaged public audience for CRWC's conservation work
A replicable model for science communication in politically charged environments
Science Uncorked and the expanded outreach throughout each year demonstrated that watershed organizations can increase public trust not by simplifying science, but by making it accessible.