If you are a customer of the New Jersey American Water Company, you may have to pay a lot more for the water service you enjoy. The company has submitted a rate hike request to the New Jersey Board of Public Utilities that amounts to a 13.6 percent increase for the average residential customer. About 2.5 million customers of the water company are in South Jersey, including some in Cape May County, including Avalon. The last rate hike for the utility was in December, 2008.