SR-417-010 (12)
PCD:SF:EG:F:\pcd\share\2001Council Report\Coastal Rcmd2001
Council Meeting: March 6, 2001 Santa Monica, California
TO: Mayor and City Council
FROM: City Staff
SUBJECT: Report on the Status of the Summer 2000 Beach Parking Program and
Recommendation to Authorize the City Manager to Implement
Additional Parking Rate Program Measures Beginning Summer 2001
and Adopt a Resolution Establishing an $8 Maximum Allowable Parking
Rate on the Santa Monica Pier Deck and Beach Parking Lots
INTRODUCTION
This report evaluates the parking measures implemented during Summer 2000 and
presents recommendations to be implemented Summer 2001.
BACKGROUND
At its meeting held March, 28, 2000, City Council authorized the implementation of a
Beach Parking Rate Program for Summer 2000. The measures were part of a larger
Coastal Parking and Circulation Study that was completed in March 2000, to develop
a comprehensive set of strategies to improve parking utilization and circulation within
the coastal area of the City. A commitment was made to evaluate the results of the
program and report to Council any further recommendations.
The program implemented starting Memorial Day Weekend 2000 included the
following elements:
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Short-Term Parking:
A total of 225 short term parking spaces were created in
three existing beach lots: the entire 1640 Appian Way Lot (68 spaces), the
mid-section of the 2030 Barnard Way Lot (89 spaces) and the northern section
of the 2600 Barnard Way lot (68 spaces.) The spaces are available at a rate
of $1.00/hour for a 2-hour maximum stay.
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Reduced All-Day Rate in South Beach Lots:
The all-day parking rate was
reduced from $7.00 to $5.00, year-round, in the 2030 and the 2600 Barnard
Way lots, affecting approximately 2,109 spaces.
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Additional On-Street Meter Spaces:
A total of 36 new on-street metered
spaces have been added, including: 12 spaces on Bay between Ocean and
Appian Way; 4 spaces on Ocean Park Boulevard, just west of Neilson Way,
and approximately 20 spaces have been designed and will be added on
Ocean Avenue between Pico and Bicknell as part of the Phase 1 Crosswalk
construction that will take place later this year. The meters adjacent to the
beach areas were increased from $.50/hour to $1.00/hour to be consistent
with the hourly rates in the new short-term beach lots.
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Street Sweeping Schedule Modifications:
The street sweeping schedule
was modified to allow early morning parking at approximately 160 on-street
spaces in the coastal area.
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Coordination with Caltrans on Proposed Signals:
Caltrans is evaluating
possible demand activated signals to facilitate egress from the 1440 PCH lot
onto PCH/10 Freeway; and at the 1150 PCH lot to facilitate northbound cars
turning left into the lot. The study suggested these as safety and circulation
improvements.
The rates at the other beach and Pier lots, totaling approximately 2,875 spaces, were
not changed pending the results of the program. The maximum rates for the beach
and Pier lots were established in 1991 and 1998, respectively. The rate structure
developed as part of the Coastal Parking and Circulation Study, completed before
the March 28, 2000 City Council meeting, was designed to create congestion
management incentives. The rates would be increased in the congested central
area, including the Pier and adjacent lots, during peak times of the year and reduced
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in more distant lots (e.g., the southern area) where ample parking is available. Only
the reduced rates in the southern area were implemented in Summer, 2000.
Evaluation of New Parking Rate Program for Summer 2000
The attached report ?Coastal Parking Utilization Evaluation? dated February, 2001
addresses utilization, revenue impacts and user perceptions about the new parking
facilities and rates. Data was collected at all beach and the pier lots during the last two
weeks of August, 2000. Intercept surveys were conducted in the new short-term lots
during this same time period. Utilization, duration and intercept survey data was also
collected at Main Street Lots 9 and 11 to assess beachgoer utilization of the Main street
lots and awareness of the parking options closer to the beach. Where appropriate, the
results were compared with the data collected in 1998. Key findings are as follows:
Summer Parking Utilization:
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Beach Short Term Parking Lots:
Weekend: The lots were heavily utilized and were completely full at various
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times throughout the day, with the peak use occurring mid-day in the 2600
lot and later in the afternoon in the other two lots. However, approximately
one-third of the weekend vehicles stayed beyond the 2-hour maximum time
limit, thereby taking up spaces that could have been available for short-term
parkers.
Weekday: The 1640 lot was about 83% full on a summer weekday, while
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the 2030 and 2600 short-term lots were only about half full.
General Observations: Because of the short time frame in implementing
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the program, a number of issues came up during the first several months of
operation. The newly installed pay-by-space machines malfunctioned
frequently, particularly at the outset of the summer. The malfunctioning was
exacerbated by the fact that the parking operator was being replaced at the
end of the summer and may have had less incentive to quickly address
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operational issues. There were a number of enforcement issues that also
needed to be ironed out, including those related to machine malfunctioning,
ticketing procedures to address parkers entering during a round of parking
enforcement and how to address permit holders.
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All-Day $5.00 Flat Rate in 2030 and 2600 Barnard Way Lots:
Weekend: All-day parking use peaked at 72% in the 2030 lot and 91% in
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the 2600 lot, which was much higher than the peak use in 1998. However,
all the beach lots were more heavily used and the length of stays were
generally longer compared to the 1998 count. It was not clear that the
reduction in rates increased utilization within the lots.
Weekday: The 2030 lot was about 16% full and the 2600 lot was about
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21% full at peak use during a summer weekday.
General Observation: The reduced rate in the Southern Area was
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implemented without the corresponding increase in the Central Area, so
the full impact of the pricing incentives to manage congestion could not
be evaluated.
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Main Street Lots 9 and 11:
Weekend: The lots were heavily utilized, particularly during the Farmers?
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Market. Lot 9 was completely full throughout the morning and stayed full
until mid-afternoon. Lot 11 peak utilization was 72% at Noon.
Weekday: Both lots peaked around 1:00 pm with peak utilization slightly
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over half full.
Summer Intercept Survey Results:
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Short-Term Beach Parking Lot User Interviews:
42% learned about the short-term parking from the signs and banners.
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15 % previously parked in the Main Street parking lots.
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31% previously parked in the flat-rate beach or Pier parking lots.
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27% had tried to park in one of the short-term lots earlier in the summer
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and had left because they couldn?t find parking.
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Main Street Lot Beachgoer Interviews:
20% of the parkers in the Main Street lots had the beach or beach bike
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path as their destination.
Over half of the beachgoer respondents use the lots at least once a week,
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or more, to go to the beach.
33% of the beachgoers were unaware that there was public parking closer
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to the beach.
Over 90% of the respondents were unaware of the new short-term parking
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lots and the reduced all-day rates.
Summer Revenue Impacts:
Total beach parking revenues were 13% lower than revenues collected in 1998 even
though overall paying car count was 3% higher for all beach lots during Summer 2000.
The lower revenues are, at least, partially attributed directly to the new short-term
parking rates and the reduced all-day rates, although other factors also affected
revenue. The revenue loss attributed to the parking program changes alone was
$212,500 for the three Summer 2000 months (June, July and August), compared to the
Summer of 1998. The increase in paying car counts coupled with the loss of revenue in
the three short-term lots is consistent with the projection contained in the Coastal
Circulation Study. The study model assumed a 10% increase in utilization for each
$1.00 reduction in rates. The Summer 2000 results suggest that, as anticipated, the
reduction in rates for the short-term parking did draw new users into the short-term lots,
but this increase in vehicles was not enough to offset the loss in revenue caused by
reduced long term and short term parking rates.
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The total annual revenue loss for the three short-term lots and the two reduced rate all-
day lots was anticipated to be $324,500 ($295,000 to the Beach Fund revenue and
$29,500 in parking tax revenue to the General Fund.) Based on the summer revenue
loss reported, the projection appears to be accurate.
Visitor and Resident Passes
The measures implemented last summer did not address parking permits that are
issued to residents and visitors. Permit fees generate a small portion of parking
revenue at the beach. However, as the numbers of permitees increase, they have
the potential to displace visitors paying the daily rate, especially during summer days
and weekends when overall demand and daily rates are highest.
Since 1976 the City has established various monthly, annual and semi-annual
permits for beach uses. As a result of consolidation of parking management and
implementation of short-term parking, staff has identified several ways in which use
of permits and permit rates may need to be modified for consistency and to reflect
Council policy and Coastal Commission approval on the use of beach parking.
These issues will be fully evaluated and information will be brought back to Council
before the summer.
Issues to Be Addressed
While the Summer 2000 program was successful in terms of the overall acceptance
and utilization, a number of issues have been identified that require follow-up.
1. Enforcement of two-hour maximum stay in short-term lots: Approximately 1/3 of
the vehicles in the short-term lots overstayed the maximum time limit of two
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hours. Aggressive machine maintenance and enforcement of the 2-hour limit
will create more short-term spaces for beach-goers seeking short-term parking.
2. High demand for short-term beach parking during the week-ends and resulting
revenue loss: The reduction in rates for the short-term parking did draw new
users, but this increase was not enough to offset the loss in revenue. Adding
more short-term beach parking will result in additional revenue loss, given the
current $1.00/hr. rate.
3. Reduced all-day rates in Southern Area and creation of congestion management
incentives: There was no clear indication that the reduced all-day rate of $5.00 in
the two Southern Area lots created incentives to attract additional parkers.
Increasing the Central Area rates during the peak season would produce a
larger pricing differential and may help to create the desired congestion
management incentives, if accompanied with adequate marketing.
4. Continued need to market beach parking program in Main Street area to
promote awareness: Results of the intercept surveys in the short-term beach
lots indicated that some people found the short-term beach parking because of
the marketing and signage, indicating that these measures are effective.
However, results of the intercept surveys in the Main Street lots indicated that
many of the beach-goers who parked in the Main Street lots were not aware of
the lots closer to the beach or the new short-term and reduced all-day rate
programs, indicating the need for continued marketing and additional signage.
5. Confusion about use of permits: Implementation of the short-term parking areas
created confusion about the applicability of various permits offered by the City.
As these issues were sorted out, it became clear that the issue of permits has
not been addressed for many years and requires attention. These issues will be
addressed and provided as information to Council for future implementation.
Recommended Modifications
In response to the above observations and conclusions, a number of additional
measures are recommended for implementation prior to next summer. The
recommended rate revisions are summarized in Attachment 1.
1. Measures to Improve Utilization of Short-Term Parking Spaces:
a) Improved Monitoring of Pay-By-Space Machines in the Short-Term Lots:
Phone line connections are being added to the pay-by-space machines to
provide real time feedback, via pager or computer, when machine
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malfunctions occur. The new parking operator will also be providing
additional staffing during the summer months to minimize machine
downtime.
b) Additional Parking Enforcement: A parking enforcement position will be
dedicated to the short-term beach lots for the entire summer (May through
September) so that the lots will be enforced continuously seven days/week
during the hours of operation to ensure that the 2-hour maximum stay is
enforced. Other times of the year parking enforcement will be covered as
part of a beat. Additional signage is being added to the lots to clarify that
violators will be ticketed after 2 hours.
2. Measures to Address High Level of Week-end Demand for Short-Term Parking:
a) Prior to Summer 2001, staff is proposing to create new spaces in existing
2600 Barnard Way Short-Term Parking lot: restriping and reconfiguring the
lot will add approximately 18 new short-term parking spaces. The
additional spaces may result in a slight additional revenue loss if they
attract vehicles that would otherwise park in the long-term area. However,
it is also possible that the new spaces will attract new parkers.
b) As a back-up plan to be implemented mid-summer or later, if utilization
issues are addressed and the lots continue to be consistently filled to
capacity, staff is proposing to convert more of the 2030 Barnard Way lot to
short-term parking. This could be achieved by converting the two rows just
east of the existing 2030 Barnard Way short-term parking and will add
approximately 92 additional short-term spaces. Adding these short-term
parking spaces will diminish Beach Fund revenues by approximately
$50,000.
3. Measures to Address Off-Peak Week-Day Demand for Parking on Pier:
a) A pay-on-exit rate of $.75 per ½ hour, with a $6.00 maximum, will be
established on the Pier Deck during week-days, only, in the non-summer
months to accommodate short-term visits to the Pier. The specifics of this
rate are provided in Attachment 1.
4. Pricing as a Congestion Management Measure:
a) Staff is recommending implementing the remainder of the ?Pyramid? rate
structure by increasing peak rates for the Central Area parking lots,
including the Pier lot and the lots adjacent to the Pier. Implementation of
the rate structure will create additional congestion management incentives.
Implementation of the higher rates in the Central Area during the peak
season will also partially off-set the revenue lost by the reduced rates in the
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Southern Area and the creation of the three short-term parking lots.
Specific elements are described below and shown in Attachment 1.
5. Measures to market the parking rate program:
a) Marketing continues to be a critical element of the program to inform
people about their options. This is particularly critical to accomplish the
congestion management objectives. It also was clear from the intercept
surveys, both on Main Street and in the short-term lots, that additional
marketing will be helpful. Banners, distribution of information pamphlets
and new parking map will be elements of the program.
b) Way-Finding Signs: Additional signs will be strategically added along
Neilson Way and in the vicinity of the Main Street lots, as well as along
Barnard Way to help visitors find their way to the short-term parking areas
and the reduced rate all-day lots.
Community Input:
Residents and business representatives generally supported the "pyramid" rate
structure when presented during last year?s workshops and meetings. More recently
staff has met with representatives from the Pier Merchants and Main Street to review
the proposed modifications to the beach and Pier parking program. Both the Pier
and Main Street representatives were generally supportive of the recommended
modifications.
BUDGET/FINANCIAL IMPACT
The additional program elements recommended in this report will improve the City?s
overall revenue position within the Pier Fund, the Beach Fund and for parking tax
revenues to the General Fund. Specifically:
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The net annual gain to Pier Fund is forecasted to be approximately $145,500
as a result of the increased all-day flat rate during the summer and weekends.
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The Beach Fund will realize a gain $75,000 on an annual basis as a result of
increasing the all-day flat rates by $1.00 in the Central Area during the
summer months, compared to revenue impacts of the program adopted in
March, 2000. The recommended program, including the changes adopted last
year, is forecasted to result in an annual net loss of a $218,000 in beach
parking revenues as compared with the estimated loss of $295,000 for the
program adopted in March, 2000. Note that if the additional 92 short-term
spaces are added in the 2030 lot (Recommended Modification #2b), the
forecasted revenue loss would increase by another $50,000 (including $4,500
in parking taxes) annually.
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The General Fund will gain an additional $22,000 in parking facility tax
revenues from the changes noted above.
The program is anticipated to be implemented for the Memorial Day, 2001 weekend
and result in additional revenue of approximately $30,000 in the current fiscal year.
The annualized revenue gains described above will be reflected in the FY?01-02
Budget.
Funding for the simple parking lot improvements, marketing and new signage is
available in Account #C01045400.589000. The dedicated parking enforcement
position is already included in this year?s budget.
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RECOMMENDATIONS
Staff recommends that the City Council take the following actions:
1. Authorize the City Manager to implement the recommended Beach and Pier
Parking Pricing Program.
2. Adopt the attached Resolution increasing the maximum rate for the Santa
Monica Pier Deck Lot and the beach lots to $8.00 per day.
Prepared by: Suzanne Frick, Director, Planning and Community Development
Ellen Gelbard, Deputy Director Planning and Community Development
Lucy Dyke, Transportation Planning Manager
Oscar Delgado, Parking Coordinator
Barbara Stinchfield, Director, Community & Cultural Services
Elaine Mutchnik, Acting Open Space Manager
Jeff Mathieu, Director, Resource Department
Mark Richter, Manager Economic Development
Capt. Jacqueline Seabrooks, Police Department
Chief James T. Butts, Police Department
Attachments: Coastal Parking Rate Recommendations (Attachment 1)
Resolution increasing maximum beach and pier parking rate
Coastal Parking Utilization Evaluation Report
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CITY COUNCIL MEETING: March 6, 2001 ITEM: 8A
Coastal Parking Rate Recommendations (Attachment 1)
Coastal Parking Utilization Evaluation Report
THESE ITEMS ARE NOT AVAILABLE ELECTRONICALLY. ITEM
AVAILABLE IN THE CITY CLERK?S OFFICE.
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Resolution Number _______(CCS)
(City Council Series)
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SANTA MONICA
AMENDING SECTION 1A OF RESOLUTION NUMBER 9283 (CCS) INCREASING
PARKING LOT RATES ON THE SANTA MONICA PIER; AMENDING SECTION 1A
OF RESOLUTION NUMBER 8231 (CCS) INCREASING BEACH PARKING LOT
RATES; AND FINDING THAT PARKING LOT RATE INCREASES ARE EXEMPT
FROM THE PROVISIONS OF THE CALIFORNIA ENVIRONMENTAL QUALITY ACT.
THE CITY COUNCIL OF THE CITY OF SANTA MONICA DOES RESOLVE AS
FOLLOWS:
SECTION 1. Subsection A of Section 1 of Resolution Numbers 9283 and 8231(CCS) are
amended to read as follows:
A. The rates to be charged shall be fixed by the City Manager from time to time, but in no
event shall exceed Eight Dollars ($8.00) per day.
SECTION 2. The City Council finds that the establishment, modification, structuring,
restructuring, or approval of parking lot rates on the Santa Monica Pier and beach parking lots
contained in Section 1 is for the purpose of meeting operating expenses, including employee
wage rates and fringe benefits and/or obtaining funds for capital projects necessary to
maintain service within existing service areas.
SECTION 3. The City Council hereby finds as follows:
A. The increase in parking lot rates on the Santa Monica Pier and beach parking lots is
established to meet operating expenses, including employee wage rates and fringe benefits,
and/or obtain funds for capital projects necessary to maintain service within existing service
areas.
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SECTION 4. Pursuant to Public Resources Code Section 21080(b)(8), the rate increase
provided for in Section 1 is exempt from the provisions of the California Environmental
Quality Act of 1970, Public Resources Code Sections 21000 et seq.
SECTION 5. Resolution Numbers 5421 and 1786 (CCS) are repealed.
SECTION 6. The City Clerk shall certify to the adoption of this Resolution, and thenceforth
and thereafter the same shall be in full force and effect.
APPROVED AS TO FORM:
___________________________
MARSHA JONES MOUTRIE
City Attorney
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