. >> for entrepreneurs like roy amir, greg ruben, and bill shaffer, it was also a wake-up call. where others saw brittle, dry grass, they saw a new business opportunity. >> it's great, man. >> thank you. >> we saw an opportunity to convert people's lawn to a drought-tolerant landscape, at the same time make a little bit of money. >> the business models vary, but they're all taking advantage of a change in the market. >> there's been this interesting group of entrepreneurs that have sprung up. >> jeffrey kitelinger, the general manager of the metropolitan water district of southern california, created an incentive to cut back on watering lawns, and by doing so, unleashed a flood of new businesses across the state. >> if you can replace that lawn, you can replace a lot of water. and what we're trying to do is get people to think differently about how their outdoors should look. >> his agency offered homeowners a cash rebate to replace their water guzzling lawns with drought-tolerant landscapes. >> and the two sections in the back, the two small sections, we're going to take out th