SR-CC/PA-2 (5)
, tc,/PA - z
l-'~ (' A ~ 1993
L'. ,.
RM JPM:JM:sI (12/07)
SR 1214
Coun~IMeeung: 12J14~3 Santa Momca. Cahforma
TO. CIty CouncIl and ParkIng Authonty
FROM: CIty Staff
SUBJECT: Recommendatlon to Approve an Attendant Parkmg Program m the Downtown
Parking Structures
INTRODUCTION
ThIS staff report recommends that the CIty Council and Parkmg Authonty approve an Attendant
Parkmg Program m the SIX downtown parla.ng structures ThIS program will convert the structures
from the eXistIng metered parkmg system to an "exit pay" system WhICh mcludes attended parking
booths and central pay statlons The report also recommends that the CIty CouncIl mtroduce the
attached ordmance amendmg Sectlon 3.16 210 of the Santa Momca Mumcipal Code to prOVlde for
attendant parkIng m the parkmg structures. and that the CIty CounCIl approve the attached
resolUtlon settmg the parkIng rates. The report further recommends that the Cny CouncIl
appropriate funds m the amount of $650,000 for the purchase of eqUlpment and capnal
Improvements necessary to Implement the program.
BACKGROUND
The CIty of Santa ~omca owns and operates the SIX parlang structures whIch serve the Thud
Street Promenade and adjacent commercml area. The facdmes were bUllt m 1967 and proVIded free
public parking untIl 1987 when parking meters were purchased and mstalled and a parkmg fee was
msututed. For the past year concerns have been raIsed by the BaysIde Distncl CorporatIon (HOC)
and the Restaurants and Merchants Associations regardmg Issues of customer servIce related to the
pubhc structures. Concern has been expressed that the parkmg meter system IS mconveruent and
that enforcement of overUIne parkmg IS a negative that may tngger customer dlssansfacnon WIth
the area. AddIllonallssues mclude vehIcle security and personal safety as well as the general
DEe 1 i 1993
celPA - 2.
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condItIons of the structure
In an effort to evaluate these concerns, the CIty hIred the firm of WIlbur SmIth AsSOCIates (WSA)
In May, 1993, to assess the feasIbIlIty of convertIng from parking meters to a more "user fnendly"
revenue control system such as attendant parkmg. Along WIth the WIlbur SmIth feaSIbility
analysis, the firm of Meyer, Mohaddes AsSOCIates conducted a parkmg utIlIzatIon study as part of
the parking analysIS update for the BaysIde DISU1ct WhICh prOVIdes utIlIzation charactensUcs and
duration patterns for the structures. The Meyer Mohaddes study indIcates there are a total of 3,128
parkIng spaces III the SIX structures. Of the total spaces. 2,480 are metered spaces, 512 spaces are
leased to pnvate companIes. and 136 spaces are restncted to penmt parking only from 7 00 a.m. to
7:00 p.m. daIly except Sunday. There are also 1,044 unreserved permIts sold on a monthly basIS
wluch may be used at any metered space on the upper levels. The current meter rate IS $050 an
hour; reserved parkmg penmts are $65 a month and unreserved are $40 a month. Dunng the
weekdays, peak parkIng occupancy occurs between 2.00 and 3 00 p.m when approximately 569C
of the spaces are occupIed The weekend peak penod occurs between 9:00 and 10:00 p.m.
Saturday mght when approxunately 67% of the total structure spaces are occupIed.
DISCUSSION
The WSA study focussed on a number of key Issues that would determme If the converSlOn to
attendant parkIng were feaSIble These mcluded the phYSICal mspectlOll of the structures to
determme any phYSIcal IImItaUons of convertmg to a pay system that would reqUlre controlled
entry/eXIt gates. attendant booths, computer eqUIpment, automated SIgns, and office space to
accommodate the central computer control and manager's office. The eXlsrmg traffic cond1l10nS on
Second and Fourth Streets were reVIewed as well as the lIDpacts a dIfferent revenue control system
may have on traffic flow wIthm the structures and the downtown area. The study performed a
finanCial analYSIS of the current meter operaUon as well as expense and revenue projections for a
2
new revenue control system. WSA also reviewed parkIng customer needs and expectations and
evaluated alternatIve systems of operatlOn as well as potentIal parlang fee schedules. The analysIs
compared parkmg rates charged at off-street facmues m the BaysIde DIstnct III addmon to
surveymg parking operatIons for sImilar commerctal dIStricts
CIty staff and WSA worked closely WIth an Ad Hoc Parkmg CommIttee created by the BDC Board
that mcluded representatIves of the Restaurants and Merchants AssociatIons As the group began
to meet and dtscuss the Issues, a set of shared obJecnves emerged wmch call for a parkmg program
that would.
o emphasIze convenience and customer servIce,
o enhance vehicle secunty and personal safety,
o serve as an mcentive to attract shoppers and VISltOrs to the BaysIde DIstnct,
o meet the revenues generated by the eXIstmg metered system.
The process by wluch the AD Hoc CommIttee and the BDC Board came to itS decISiOn on the
recommended program mvolved meetmgs and dIscussIOn over several months. A WIde range of
options were consIdered WhICh slowly narrowed to the recommended program that was approved
by the BDC Board at itS November 18, 1993 meetmg.
PARKING PROGRAM
There are two components to the recommended parkmg program. the operaUon and the rate
schedule. The followmg dIscussion Will address the Issues consIdered and the key factors that
detennmed the recommended program.
OPERATION:
WSA revlewed two types of pay parlong revenue control systems The followmg bnefly descnbes
the two systems:
3
(1) "Exit pay" system regulated by entry/exit gates and attendant booths. The driver
receives a tuned tIcket from a ticket dIspenser when entenng the facIhty and pays an
attendant m a booth the amount owed for tune parked pnor to exttmg the facIhty.
(2) Central pay statIon (pay-an-foot) system regulated by entry/exit gates. The dnver pays
for parkmg at a central pay statton located mSIde or near the parkmg structure The
motonst walks to an automated pay stanon where he/she pays the parla.ng fee and receIves
a pmd exIt parkmg tIcket. Helshe then dnves the vehIcle to the exit and mserts the pmd
tIcket into a tIcket receptor alongsIde the eXIt lane that opens the exlt gate
The recommended operational system combInes the "exit pay" system of attendant booths m each
of the six structures with a central pay statIon located on each block of the ThIrd Street Promenade
ThIS combined system prOVIdes all the benefits of each of the IndIvidual components and YIelds
greater advantages by vrrtue of the chOIce It provides to parkmg patrons ThIS system wIll be
computenzed. The advantage of computenzed parkIng revenue/access control systems IS that they
offer opportunItIes to maXImize revenue through control eqUIpment and also proVIde operatlonal
flexibIlIty and Increased servIce such as trackmg occupancy and automatIcally tnggenng "full"
SIgns.
WSA has determmed that the parkIng structures could accommodate the new revenue control
system and parkmg attendant booths aSSOCIated With the "eXIt pay"' system There WIll be some
phYSICal changes reqUIred as part of the mstallatlOn wlnch Will result In a hmIted reductlon m
parking spaces, not to exceed four spaces per structure As shown III Attachment A. the
recommended layout shows one entrance lane and two exIt lanes. Entry gates. tIcket dIspensers.
and card readers would be pOSItIoned In the entry lane to allow for three velncles to queue off the
street mSIde the faclhty_ POSItioning the attendant booth near the street wIll accommodate a three
vehIcle queue space III the eXlllane. The second exit lane will be for pre-pay parkmg patrons.
These could be monthly penTI1ts, lease penmts, and those who pay at the central pay stanon on the
4
Promenade.
To further control access to each facIlIty the rear alley eXIts would be closed WIth gates that would
allow access to emergency vehIcles The poslllve result of restncllng vehIcles eXITIng Illto the rear
alleys would lessen vehicle/vehicle and velnclelpedestnan conflicts in the alleys. The "exIt pay"
system IS supported by the Santa MOllIca PolIce Department for the addmonal controls that It WIll
introduce - entry/exIt gates, parking attendants III the booths, closmg the alley eXIts except for
emergency velncles, and having an on-SIte parkmg faCll1ty manager
The mam reasons for adding the central pay statIons on the TInrd Street Promenade IS to ensure
that the system will be "user fnendly"' and to mmImIze queumg at the exit lanes Members of the
Ad Hoc CommIttee VISIted severallocatlons that feature central pay stattons and were extremely
Impressed at the consumer orientatlon of the pay-on-foot machmes The Ad Hoc CommIttee
determined that the central pay statton has clear mstructtons and proVIded tImely asSIstance to
patrons when the push for help button was used The appeal of these maclnnes IS that It gIves the
parking patron a chOIce about whether to pay m advance and exit through the automated llcketlcard
collector lane. or to pay the attendant at the eXIt booth at the nme of departure The central pay
statIons are recommended for mstallauon on the Promenade rather than Wlthm the parkmg
structures at dus tune SIllce they will be more convernent to pedestnans and have hIgher VISIbility
on the Promenade. Central pay statIons may be added to the structures over tIme.
RATE SCHEDULE:
As mdIcated above. the obJecllves of the program seek to emphasize customer servIce and attract
shoppers and VISItors to the dIstnct willIe meetmg revenues generated by the current meter system
As part of the finanCIal analYSIS. WSA determmed the expenses and revenues associated WIth the
exisllng system This analysis became the base hne by whIch the expense and revenue proJecuons
5
for the new system were measured
There are several vanables that determme the rate schedule the hourly rate dunng the day, the
potential for a flat evenmg rate, and the montWy permlt rate. The AD Hoc CommIttee agreed that a
flat evenmg rate should be msututed that would allow VISItors to pay one rate after 6 00 p.m for
the enure evenmg. WSA developed eIghteen rate scenanos that vaned the three rate components.
These scenanos ranged from an hourly rate of $0.50, flat evenmg rate of $200, monthly
reserved permIt at $6S/unreserved at $40 (comparable to the eXISung rate system) to an hourly rate
of $100, flat evemng rate of $3.00, monthly reserved permIt at $7S/unreserved at $50 at the hIgh
end. As the Ad Hoc CommIttee revIewed the rate scenanos and learned that there would have to be
some adjustment of the current rate system to meet the revenue neutral obJecuve, It became
apparent that there are tradeoffs in adjustmg the three components. The group determmed that the
key to makmg the new system successful IS to keep the day rate low enough to encourage retail
shoppers, hmIt the Increase for monthly permIts to a modest amount that would not adversely
nnpact employees and office tenants, and allow the flat evenmg rate to nse to a level comparable to
the rates charged by off-street faciliues m the area
The recommended rate schedule is as follows:
Day: Two hours free parking (8:00 a.m. to 6:00 p.m.)
$0.50/30 minutes thereafter
Evening: $3.00 flat rate
Permits: $50/month unreserved
Currently, reserved penn it spaces are located on the fIrst level of each structure. As part of the
Amencan WIth Disabilities Act reqmrements, the first level spaces will be made aVaIlable for
handIcapped parkers and WIll no longer be reserved for pernut holders The Parkmg and Traffic
Engineer has recommended that all penruts be sold on an unreserved basIS. TIns change IS
6
consIstent WIth the effort to enhance the "user fnendlmess" of the parkIng structures and elImmates
some of the confusIOn about where and when someone can park The first come. first served
system IS more eqUItable and SImpler to admmIster and enforce. It IS also consistent WIth the
permit program ill the CIty'S surface parkIng lots. The BDC has expressed support for the
contmuation of the reserved permIt system and has requested that a limited number of reserved
permits be made aVaIlable In each structure
PARKING PROGRAM IMPLEMENTATION
The converSIOn of the metered system to the recommended "eXIt pay" and central pay statlons
system is expected to be a sIx-month process. The reqUIred steps will include Coastal CommIssIOn
approval, the deSIgn and procurement of the revenue control eqUIpment. the engmeenng and
construction of the structural changes necessary to accommodate the system. the mstallatlon of the
parking attendant booths and eqmpment, and the selectIon and contractmg of the parkmg operator
The estimated costs for the purchase of revenue control eqUIpment, attendant booths. phYSIcal
changes to structures. and the removal of parkmg meter heads is $745,000. ThIS amount mcludes
engmeenng and technical assistance to Implement the conversion
BUDGET/FINANCIAL IMPACT
As millcated above. one of the objectIves of the program IS to meet the revenues generated by the
current metered system The fmancial analYSIS. as shown III Attachments B and C, conSIdered all
operaung costs as well as prOjected revenues ThIS analYSIS millcates a net revenue loss of
approxllTIately $300,000 as compared to the 1993-94 projectIons under the metered system
However, It IS expected that the two hour free parkmg WIll serve as an mcenti ve to retml shoppers
and wIll serve to generate an Increase in retall sales tax revenues. In addItIon, the Improvements In
customer service and management of the structures are expected to result in higher usage that will
likely match or exceed the revenue projectIons for the metered system. Adjustments may be made
7
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to the rate schedule over tune If revenue proJecuons or retail sales are not as anuclpated.
The one tune capital costs associated with the Implementauon of the program are esumated at
$745,000. This includes revenue control eqUIpment ($553,000), attendant booths ($42,000),
physical changes to the structures ($75,000), removal of parking meter heads ($25.000), and
engineenng, techmcal asSIstance. and contmgency ($50.000). Staff IS recommendmg that funds
in the amount of $650.000 be appropnated from the Mall Parking Levy Account 01-000-000-
00000-9870-04703 to CIP Account 01-720-263-20094-8900-99048 to fund these parkmg
Improvements. The balance of funds reqUIred ($95,000) is aVaIlable in the Bayslde Dlstnct
Improvements CIP Account 01-770-263-20094-8900-99044.
RECQMMENDA TION
Staff respectfully recommends that:
I The Parkmg Authority approve the recommended attendant parkmg system for the six
downtown parkmg structures, and,
2. The CIty CouncIl approve the recommended attendant parkmg system for the SIX
downtown parkmg structures, and:
3. The City CouncIl mtroduce the attached ordmance amendmg Secnon 3 16210 ofthe
Santa MOllica MUlliClpaI Code to proVIde for attendant parkIng In the parkmg structures for
first readmg, and;
4. The City Council adopt the attached resolunon setung the parkmg fees for the parkmg
structures, and;
5. The Oty CouncIl appropriate funds m the amount of $650,000 from Mall Parlang Levy
Account 01-000-000-00000-9870-04703 to CIP Account 01-720-263-20094-8900-99048.
8
Prepared by: Jeff Mathieu, DIrector of Resource Management
JudIth Meister, Asset Manager
Attachments: A: Proposed Parkmg System Layout
B. Fmancial AnalYSIS of EXlStlng Metered System
C FmancIaI AnalYSIS of Recommended "EXIt Pay" System
D: Ordinance
E' ResolutIon
9
. ATTACHMENT A
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, ATTACHME~'I' B
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.
CITY OF SANTA MONICA
THIRD STREET PROMENADE PARKING STRUCTURES ANALYSIS
TABLE 1" EXISTING PARKING METER REVENUE CONTROL SYSTEM
BUDGETED ESTIMATED
EXPENSES FY 92/93 flY 93/94
Citation proceumg Contract [1} $65,165 sg',365
Police Depat1ment - Enforcement [21 S202.884 $211,150
L A County Citation Processing [3J
Collection Fee $216.29<: $216,290
AdminIstrative Fee $110.99C $0
Meter Collection $56,571 $56,571
Meter Mamtenance [4} $77,286 $77.286
Repairs/Uti htles/Custodlal $840,3n $673.978
SliICunty $397,06Q $41 1,:)88
Elevator Maintenance Contract $'2' ,500 $121 500
Meters Amortized RepaymQnt [5} $56,8'9 $56,S,9
"
Total Expense $1,944,951 $1,918,047
REVENUES [6]
Meters $1,900,000 $1,900,000
PermIts S820, !565 $620.565
Leasss $47,770 $47,770
Citations [7l $863784 $1 ,280,646
Total Revenue $3,4~2,0!)9 $3,848,981
Surplu../{[)Qflolt) $1,477,146 ",g:J2,G34
NOTeS
(lJ :lornon of City contract.o omcess oar'1<ll"lg tickets wntten ,,!he Thlrl:l Street PrO/TlQnade Str\.lc'!\..mlls
On July 1, 1993 'he City aSSl.med 81dm'nlstraeve adludlcatlon 01 parl(lng !::lt8.Con process fro..,., i.. A County
[21 Parl<ing enforc9lTl8m expense es.lmated by the City oOliC8 DepartmenT
[3: Elimination ot collect-on ;~ In F:V 93/94 rQflQ.C"~ that tn. CIty assu,'nes admlnlwatMI at:!Judlcatlon July 1, ' 993
[4: Meter manwnanaa for the :2,616 me'e"'S IS eSlmated at S29 42 per meter annuaLly
[5' Amortized repayment of parking rTu!lter purchase It wlll be zero In FY 96m
[6: Revenues a.'"G Gother actuai r.po~ed 'Igures or estimates r'lade by ltle City Flnanoe Department
(1' In~ase In FY ~/94 rl!!lfrtc.s the July 1 1993, parking fine Increase from $'3 to S2B per tlcloi;et
W;;/xII" SmJriJ A8sociBtW
November 17, 1993
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. . ATTACHME~T C
CITY OF SANTA MONICA
THIRD STREET PROMENADE PARKING STRUCTURES ANALYSIS
TABLE 2: RECOMMENDED PARKING PROGRAM
BU DGETED ESTIMATED
EXPENSES ['1 FY 03/94 FY 94/95
ConlTaoted Operations [2] $505.432 5525,849
Revenue Equipment Maintenance $15,000 $1 ~,eoQ
Repalr/UtJlltles!Malnt.nanoe S673,978 $700,931
Sewnty 5411,088 $427,.332
EleVator Maintenance Con'J'acl: $121 ,SOD $126.360
Met81"9 Amortized RliloaymCW'lt (3] $56,819 $56 819
Revenue Con!I'Cl EquIpment [41 $553,000 $0
Attendant Booths [51 $42.000 SO
~hyslC8J Changes tc Strudup-s j6J $75,000 SO
!=I.move Parll:ln!jl Meter l-fQ8ds [7] 525,000 $0
Total Expense $2,478,817 $1,852,897
REVeNUeS [8]
Parking Fees - Day [91 $1,866,569 $1,800,500
Par1<mg Fees . Ever'\lng [101 $643.645 $843,645
PIlll1Tllts $708.000 $708,000
Lra.... $47 770 347.770
Parking Meter S81l!l [1'! $0 $C
Total Revenue $3,465,1184 .$3,4&,.984
SurplU8/(Deflcll) 5987,167 51.813,081
Pariang Tax Expense [121 S346.598 $348,598
NOTES
[11 AU -P815-. excll4l'l mSl.lIf rep&.'fmenr ~nd one-!lIT1" coew. ..... Bl;clIl~ lit fOI.II' pOf"QlMlI per lIJ"Inurr
Sourc. CI'Iy FIIIllnGll 0e;IIIItmel11
12] Pnv.tB aperllloo' oona-aot with 'a<lIht... rnonrtorftd M9n<lay t""''''lih San..rd..y 9 OO..m tt:.
Mlcll"tl(lht alld al,ln<:i&y l! DC II m < r,j idnlgllt
[3] Amorllllld '.~ym.nt 01 parltil'lg Meier !)Uranu", It wil bll ~o In fiY 91W1
[4] EltfltnaNll' purch4lHJ~talhUrO/'T or 8l/I' ~av" _<Ml contro; ~1Itlt far _Ix w~ll.IfN
and Ihr_ e~ "Day-on-foot"' ..tatlOns for tBO Promenllae
l~] Eatlmal..t p..rchM. 0' slK p.r1o;,"'Q o<IhIndam boottw Foe 811111", M"",ell
(8] Ishallld ooet to in.tall boot'lS. ,....... al1ev llllltl o;~tnc:al Wlll'~, rafurblllh N1d
QUlfl1111 msnagow'. offl~ cn.n;e exlst"'{J ~nd n_ 81Gfl1, and 'neJdun181 conv.rllon 8lIpenses
171 Cock to r.",~ u.ung meter huc1s. pOI... wn rwn~ln In place
16. A_null Nllmlltvd .t $O.5Q130 mln 'rom 8 00 II m to II 00 P m lU\a Elf $3 0() per ....nlol. frQm & 00 P m
to Midnlgl"II R8V<<IUe liIll1im.m1d pel' manth tor ~".,.,rts as of ~uIy 1 ,1993 1.1 80 un~
P'lfM1Ia for J!V W194 .t NO/morrth
[Q] R8IrenUI!l ....t1mld8d on II day flQu'ly n.te from e 00 a.fOI 10 ~ 00 <'1m on an e.allmatecl 2,924.479 day
!loura plIIKed AlI.o II1Clucled '. II 30 ~ r.auotlon Of day hO\j~ par1f;ec1 due to twO how. 011ree
PIll'lCltlQ ThIs reduclJon _ be.....; 01'1:1' ,,'16 of t'1e total v..nleles p<<t;"ng for 1wc MloIts or less
I:>ftweeft II 00 Ii m ...d Mlclnight. of which eo 7">1 p6rk for two hoUIlI or :ea8
b__n e 00 1\ m and 8 00 pill
:101 Roovenue _t1mlltAd Ial' pel vutoltOl<l O"l281 21 ~ ""enlf1\ll;;lI,/lI perKlld
11 f r RevenU41 tt'o<<t may Ill! rMlllIlo' trom me tutur. 'Ul/e <at the palfHl1g ",_ hi unknown
11 2] Cdy parking tal,; IlOIp.... for nOI"-meter8CI off....trset parillng spec... at 10% qf total revenue
WIlbur Smoth Aa.cciM_
Novemll4r 17, 19113
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CITY COUNCIL MEETING DATE:
December 14, 1993
ITEM # RA-3
Redevelopment Agency Annual Report
1992 -1993
FILED IN CITY CLERK'S OFFICE
SUBJECT FILES: 413-001