The effectiveness of any conservation strategy must ultimately include the involvement of people. This paper will explore Denver Water’s conservation planning efforts specifically via the utility’s customer demand control measures.  This paper will look at efforts completed by Denver Water over the past decade to reduce customer demand for finished water, as well as look at the utility’s plans moving into the next decade.  This paper analyzes Denver Water planning documents and program implementation documents to better understand the utility’s planning and conservation efforts on the demand side of the water utilization equation.  These documents are analyzed via the Institutional Analysis and Development Framework (IAD) Institutional Grammar Tool (IGT).  The grammar tool allows for the analysis of the language of both specific policy recommendations as well as measuring the effectiveness of the ultimate implementation of these recommendations.  As most water utilities in the United States tend to place a premium on analysis from the supply side of the water utilization equation, this paper fills a unique gap by exploring the question from the demand side of the water utilization equation.