Cities in the arid western US have been developing and implementing recycled water master plans and subsequent recycled water programs for decades. Rapid growth and industrial water demand has caused otherwise water-rich cities in the Midwest to explore sustainable water management solutions such as water reuse. Non-potable recycled water demand has recently increased significantly led by recent trends such as data center growth and the cooling water needs that are associated with it. Data center operators like Microsoft, AWS, Google, and Meta have committed to corporate water sustainability strategies. These actions have prompted a once in a generation moment for utilities in water-rich states to consider water recycling as a means to protect local potable water supplies and sustain economic development. Many large water users such as data centers keep future site development confidential yet planning for reuse projects require knowledge on the location and potential demand of users. To address this uncertainty around industrial siting and demand, our modernized water reuse master planning process applies a market research methodology combining GIS mapping, customer surveys, multi-factor analysis, and stakeholder workshops to shortlist viable project sites. The integration of GIS mapping and multi-factor analysis provides a scalable and replicable model for other municipalities exploring water reuse opportunities and engaging potential users through a structured survey approach ensures that projects are aligned with user needs and constraints, enhancing the likelihood of successful implementation. A key challenge for utilities is deciding whether to pursue non potable reuse systems given the potential inevitability—and differing cost implications—of future indirect or direct potable reuse. We incorporate all types of reuse into the master planning process and explore the feasibility, regulatory pathways, cost implications, and future water demand vs. supply dynamics to inform multi-criteria decision-making. This approach reduces planning uncertainty and helps utilities prioritize reuse investments that align with both near term industrial needs and long-term potable reuse trajectories. This work also demonstrates how non traditional drivers—particularly data center cooling water needs—are reshaping reuse priorities in water rich regions and requiring new planning approaches that reduce uncertainty around industrial demand. This presentation will highlight recent reuse master planning efforts in locations across the Midwest, from areas quickly becoming the largest AI data center clusters in the U.S to cities where recent extreme drought has threatened water security and caused City officials to rethink traditional water supply practices.