Environment

Video of the Day: New Era’s takedown of Xcel-linked ballot measure goes viral

In 2011, Boulderites voted to take care of their own power needs, giving Xcel Energy the boot. Now, New Era Colorado, a pro-municipal-energy outfit, says Question 310, an Xcel-linked measure on the November ballot, may undo the entire project. To fight back, New Era created a video casting the battle...
By Michael Roberts
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In 2011, Boulderites voted to take care of their own power needs, giving Xcel Energy the boot. Now, New Era Colorado, a pro-municipal-energy outfit, says Question 310, an Xcel-linked measure on the November ballot, may undo the entire project. To fight back, New Era created a video casting the battle in David-and-Goliath terms, and when it was shared by Upworthy, it went viral, racking up 500,000-plus views and pushing an Indiegogo campaign with a $40,000 goal over $120K. What spurred so many to open their wallets? See for yourself below.

https://www.youtube.com/watch?v=xh1qCf-ohOQ

More from our Business archive circa April 2012: “Xcel Energy not amused by April Fool’s Day letters about Boulder power cuts.”

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Michael Roberts began his career with Westword in 1990 as music editor. In 1999, he took on a new role, full-time media reporter, as author of a column called The Message. In 2008, he became the lead writer for Westword‘s news blog, The Latest Word, a position he held until January 2023. Michael continues to freelance for Westword, covering everything from business to sports and the media; he also contributes to Jazziz, a national music magazine. He holds a bachelor’s degree from what is now Colorado Mesa University and master’s degrees from the University of California, Los Angeles, and Northwestern University.

michaelrobertscolo@gmail.com

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