INTRODUCTION
In the past year, there has been rampant opposition to the proposed development of data centers across the country. One study found that $18 billion of data center projects were blocked, and it’s happening in both red and blue states.
Reasons for community pushback include rising electricity rates, energy and water requirements, tax breaks for developers and lack of jobs that are created, according to an article by The Harvard Gazette. In addition, opposition is becoming more and more organized.
Here is what you should avoid doing to improve the chances of overcoming NIMBYism and misinformation for your proposed data center:
DON’T HOST PRIVATE MEETINGS WITH MUNICIPAL OR ECONOMIC DEVELOPMENT STAFF
It may seem logical to have some initial meetings with local officials in which you can speak off the record (thanks to nondisclosure agreements) on various topics, but that usually will come back to hurt both parties later with accusations of secrecy and under-the-table dealings.
Instead, you need to be transparent from the beginning. Make sure the local officials publicly disclose the meetings and include what’s being proposed (e.g., potential or approximate location). You don’t want the local officials to look bad or not be allowed to answer basic questions because of NDAs, like in this community.
In some areas, it’s likely that the nearest residents (often tens of miles away) would never even know a data center existed if they weren’t told about it. However, you have to look at things from their perspective. If community members aren’t provided with notification or information early on, then they believe there’s no transparency in the process, and, consequently, it will be difficult for you to regain their trust.
STOP FOCUSING ON THE WRONG THINGS IN YOUR DATA CENTER TALKING POINTS
Key messages should always be developed based on what matters to the target audience, not what you think is important. Stop focusing on the economics of your data center, even though you think it may sound good to elected officials. Opposing groups know that relatively few permanent jobs will be created and that the increase in tax revenue can be offset by the tax breaks.
Instead, focus on the environment. A Gallup poll showed that among those opposed to data centers, the primary reason was environmental concerns, comprised of water and energy use and pollution (noise, air and water). You need to be prepared to take the lead on this topic as well as respond to questions/concerns about it.
In addition, you need to strive to get your talking points out first so that you can shape the narrative before the opposition comes out. If they come out first with their messages, you will face an uphill battle trying to counter their points.
Since municipal or economic development staff will be asked questions from the community, it’s important that you share your talking points (and fact sheets) with them for their use. The local officials also need to make it clear that no decisions have been made and that community input will shape the proposal.
DON’T UNDERESTIMATE THE OPPOSITION FOR YOUR DATA CENTER
A count by Data Center Watch found at least 142 activist groups across 24 states that oppose data center construction and expansion. Thus, you’re not facing a handful of concerned citizens. Now, the opposition is more organized, more knowledgeable and able to quickly share best practices with each other.
Like any opposition group, these activists will often use emotion (especially fear and anger) to rally the community. One method is by putting out false narratives or exaggerating information. You need to constantly monitor what the opposition says and be ready to correct any misinformation.
Hopefully, you got your messages out first (see previous section), and it’s also important that you try to connect emotionally, too. For example, proactively soliciting feedback from community members and showing how their input is being used can go a long way to establishing a non-adversarial relationship.
Be ready for coordinated comment bombing on social media posts, an anti-data center project website and a large number of people who attend public meetings. For the first two situations, keep working with local officials and the media to publish the facts, promote the benefits and correct misinformation. For public meetings, use privately owned meeting space (e.g., hotels) instead of publicly owned spaces (e.g., city hall) so that you may legally remove people who cause a disturbance.