How do I balance a region's water plan when demand exceeds supply?

I am studying the water planning efforts of the High Plains regions of Texas. I have a situation where demand actually exceeds supply (today) according to the estimates of the planners. In 2060, this situation is exacerbated so that 57% of demand is unmet by available supply. My task is to suggest strategies to overcome this shortfall.

There are no new available sources of water. We are suggesting conservation and reuse, but this is not enough to make up the entire demand.

I asked my instructor and he asked me to consider how they currently meet demand. I’m actually not sure.

My biggest confusion is that if the demand exceeded supply, the price should rise until demand is lowered to meet supply. But the planners consistently report demand numbers which are much higher than supply numbers. I have no idea where this water is coming from or if it just goes as unmet demand.

Any ideas or suggestions are much appreciated.