SANTA CRUZ, Calif. -

Brown is the new green.

At least when it comes to lawns.

It's part of a new water conservation campaign in the Bay Area aimed at encouraging residents to go a little brown this summer.

With the dry conditions persisting throughout the state, water districts are gearing up for some big time conservation.

The Brown is the New Green signage campaign started in the Santa Clara County area, but some residents in Santa Cruz are getting into it too.

For resident Jerry Adame, no rain means he's been getting a little creative.

"We're putting a bucket in the shower and we're capturing the water and we go around and water our garden," he said.

And that's basically all the water his lawn and garden are getting this summer.

A luscious green lawn may long have been the social standard but for people like Adame, he says it's an overrated luxury during a statewide drought. 

"I think there are a lot of new practices going on," he said.  "I don't see a focus on lawns being that important. I know some people consider their lawns to be a great thing but for me, personally, it's not that important."