Durham, NC - At a conference Wednesday with Durham's largest water users, city officials urged users and residents to conserve, saying 39 days of easily accessible premium water remain in the area's two main water sources. If conditions do not improve, the city may implement Stage 5 restrictions in mid-January.

Vicki Westbrook of the city said additional sources -- some of lesser water quality -- can boost the city supply to about 120 days. Stage 5 restrictions, as currently written, would require use of disposable plates, glasses and utensils, eliminate the use of swimming pools and nearly all outdoor watering and threaten the car wash industry. It's the last stage before rationing.

Wednesday's conference at the Terry Sanford Institute allowed large water users to share information on best practices and to offer suggestions to city officials. One proposal is to raise water rates. Experts such as Bill Holman of Duke's Nicholas Institute said cheap water has discouraged good conservation practices and reduced city investment in water infrastructure.

Dale Reynolds, a local owner of two car washes, said too many people haven't yet taken conservation to heart. "For those of us who are conserving, imagine you have done everything you think you can do and it's still not enough," Reynolds said. "We may reach that point. The challenge is to do more. I'm asking city officials to raise rates because it is the only way to get people's attention."

Many industry leaders say they've been practicing water conservation for more than a decade, primarily as a cost-containment measure rather than to reduce usage. But that means that additional steps aren't simple.

"I think we've got the low-hanging fruit," said Mike Martino of the Sheraton Imperial Hotel. "Some folks out there will need assistance to get to the next level."

Commercial leaders encouraged government officials to act faster to approve permits on industrial water conservation projects, revise rules overseeing reuse of so-called grey water and better regulate private wells, which operate outside of current regulations but reduce the water supply.

John Noonan, associate vice president for facilities management, reviewed Duke's efforts over the past decade. (For accompanying story, click here.) Projects such as construction of a central chilled water system, water-saving LEED-certified buildings and use of cisterns to recycle water have brought significant savings even before the drought, but Noonan said Duke is looking to do more. The University and Health System identified 50 potential projects to further reduce consumption.

Duke's efforts brought praise from city leaders.

"I want to thank the university for its leadership on this issue," said city councilman Howard Clement, "and we hope that other large water users will emulate its efforts."

But after a decade of water conservation, officials at Duke and other large water users said one of the most important steps they can do is ensure their employees are involved in water conservation both at work and at home. Noonan cited the university's giveaway of 5,000 low-flow showerheads this month (5,000 more are on order), and others are making similar initiatives.

"We've reduced our water usage by 45 percent since restrictions went in place, but I think the most important thing we are doing is educating our employees," said Bill Shore, a GlaxoSmithKline official. "When employees go home and practice water conservation, that's where our contribution gets magnified."