Energy conservation strategies in cooling towers involve more than a cursory examination of fan horsepower consumption. The optimization of cold water and analysis of pumping head can provide vast savings potential. The most important utilization of cooling tower water is the answer to the question, "What is the dollar value of 1°F colder water in your process?" and "What is the dollar cost of pumping water to the distribution system?" State-of-the-art retrofit will be discussed, pumping head reduction methodology investigated, and modern high heat transfer procedures illustrated with actual hands-on field examples.