Hileg: Either VSD or two-speed motors are in use. Two-speed drives operate either at full speed (full power) or at half speed with a 1/8 power consumption (proportional to the speed cubed for centrifugal fans). Adjustable-speed operation of motors is cost-effective and reliable.
Measurements of return- or cold-water temperatures are generally employed to generate the control signal for speed to the fan motors.
In very special cases, electronically-controlled reverse operation, to prevent ice buildup on the blades, can be provided.
Noise is also reduced by lowering fan speeds, 20-25 dBA can be decreased by a 3:1 speed reduction. Additional benefits of reduced fan speeds: less water evaporation, less wind-drift losses, less vibration, and less fan-drive maintenance.
Depending on the cooling loads, the way the cooled water is mixed from the three towers in the sump, and the weather conditions, all the three towers could simultaneously be under speed control or staged as you suggest.
As I understand the GPSA Engineering Data Book, Vol. 1,, 10th Ed, 1987, provides examples and a handy nomograph to evaluate cooling tower operation, when varying any one, or more than one, of the following parameters:
Circulation rate, wet bulb (ambient conditions), temperature range, fan horsepower.
I suggest you get hold of Rules of Thumb for Chemical Engineers edited by Carl R. Branan (Gulf) a manual that brings worked out examples.