sr-012610-7a~®
~;tYOf City Council Report
Santa Monica
City Council Meeting: January 26, 2010
Agenda Item: ~'°-'~
To: Mayor and City Council
From: Carol Swindell, Director of Finance
Subject: Introduction and First Reading of an Ordinance Modifying Santa Monica
Municipal Code Section 3.04.030 and Parking Operations Plan for 2010
Los Angeles Marathon
Recommended Action
Staff recommends that the City Council:
1) Introduce for first reading an ordinance modifying Santa Monica Municipal Code
Section 3.04.030 to allow for overnight parking beach parking permits to be
provided for members of the public attending a regional event within the City if
Council determines by resolution that providing the parking will further the
interest of the City.
2) Direct staff to prepare a resolution to allow for overnight beach parking in south
beach lots 4 and 5 on March 20 - 21, 2010 for L.A. Marathon participants.
3) Authorize the following actions in support of parking operations for the Los
Angeles Marathon on March 21, 2010:
a. An adjustment of beach parking rates as follows:
i. $15 plus $2 service fee for South Beach Lots 4 & 5 for reserved
pre-sale parking between midnight and 6:00 a.m.
ii. $10 flat rate for all beach lots between 6:00 a. m. and noon.
iii. Return to regular rates at noon for the remainder of the day.
b. An adjustment of downtown/Civic Center parking rates as follows:
i. $15 plus $2 service fee for reserved pre-sale parking in structures
3, 5, 7, 8 and all Civic Center parking facilities between midnight
and 6:00 a.m.
ii. $10 flat rate between 6:00 a.m. and noon at all structures and lots.
iii. Return to regular rates at noon for the remainder of the day.
iv. The full closure of structures 1, 2, 4 and 6 between 1:00 a.m. and
7:00 a.m.
v. Provide free parking validations to large non-profit religious
organizations on Second and Fourth Streets that normally receive
free parking in the structures on Sunday mornings due to the fact
that the structures aren't normally staffed until 1:00 p.m. on
Sundays.
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Executive Summary
The 2010 Los Angeles "Stadium to the Sea" Marathon will be held on Sunday, March
21, 2010 with an estimated 25,000 participants plus their families and spectators. The
race ends on Ocean Avenue near Colorado with post-race activities and family reunion
area in North Beach Lot 1. On that day, parking will be challenging and staff has
developed a recommended operations and parking scheme which will provide limited
guaranteed parking for approximately 5,000 race participants while preserving the
remainder of the parking for marathon spectators, family members and others coming to
Santa Monica. The proposal provides for a variable pricing plan that accounts for the
anticipated changing demands through the day with a return to regular pricing at noon.
Staff has also been working closely with other affected jurisdictions, race organizers and
other affected Santa Monica institutions, such as the Main Street farmers market, to
mitigate the impacts of the marathon and to ensure a coordinated effort. A modification
to the Municipal Code is necessary to provide for the use of the beach parking lots. The
increased cost of parking operations is estimated at $10,500 and is expected to be
offset by the pre-sale parking. It is anticipated that the Marathon could generate up to
an additional $50,000 in revenue after expenditures at the proposed rates.
Background
At its July 28, 2009 meeting, Council expressed support for a proposal for the 2010 Los
Angeles Marathon and directed staff to bring back necessary actions to accommodate
the proposed race route and post-race activities in North Beach Lot 1, adjacent to the
Pier. On September 22, 2009, Council adopted changes to the- Community .Races
Ordinance relating to marathons and the commercial use of the beach lot for the post
race activities. Since that time, staff has been working with the race organizers and the
cities of Los Angeles, Beverly Hills and West Hollywood regarding race logistics and
issues related to Police, Fire, transportation, solid waste, community maintenance and
parking operations. Staff from each of these City departments meets on a regular basis
with stakeholders from the other affected jurisdictions, as well as internally, to ensure
that the marathon is a positive community experience. In finalizing the City's operations
on March 21, 2010, staff has developed a proposal for the parking operations. Staff
continues to work on options related to parking for the Sunday Main Street Farmers
Market.
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Discussion
Municipal Code Modification
Santa Monica Municipal Code Chapter 3.04, "Public Parking Lots" regulates the use of
all lots throughout the City and restricts the ability to park vehicles between sunset and
sunrise at beach lots, except for the Pier, and between 3:00 and 6:00 a.m. at all other
lots without a valid permit. The code also defines in Section 3.04.030 who is eligible to
purchase a beach parking permit as residents or their guests. The code does not define
who is eligible to purchase a permit at other City lots, including downtown and the Civic
Center. On March 25. 2008, Council temporary suspended this provision to allow
GLOW festival parking. In order to better manage the City's limited parking resources
and to allow for the occasional use of beach parking lots for overnight events, staff
proposes to modify the eligibility of those that can park overnight to include visitors to
regional events when Council, by resolution, determines that it is in the best interest of
the City. Consistent with all lots throughout the City, the permit will either be in the form
of a pre-paid one night pass, as proposed for the Marathon, or will be through the on-
site purchase of a one night permit on the day of the event.
Parking Operations
Parking operations will be challenging as the parking facilities near the end of the race
are more desirable for runners, family members and spectators. The Los Angeles
Marathon is working to secure various private parking facilities in Santa Monica near the
race finish line. To best manage the City's parking resources, staff has developed a
plan that provides some parking to marathon participants while ensuring that parking is
also available for spectators and others who may come to Santa Monica. Staff has
identified approximately 5,000 spaces available for marathon participants, with the
remainder of City spaces available for general public parking. The Marathon is seeking
to provide parking for the remainder of the runners at other private lots in Santa Monica.
The proposed parking price structure is based on the desire to properly manage parking
by providing for the highest price for those who will have certainty of having a space
available and a lower price for those that will be provided space on a first-come first-
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served basis. The $15 rate was initially identified to match event pricing at Dodger
Stadium, the starting location of the marathon. On street meters and metered lots will
maintain their regular rates and time limits to ensure the availability of short-term
parking. Additionally, the scheduled closing of certain facilities until 7:00 a.m. ensures
that some parking will be available for non-marathon runners and the return to regular
pricing at noon recognizes that event parking prices are not needed throughout the day
and minimizes the impact on regular Sunday visitors to Santa Monica.
Pre-sale Parking for Marathon Participants
Staff proposes to pre-sell parking for marathon participants in order to better manage
traffic and parking in downtown Santa Monica. Prior to the day of the race, participants
will be able to buy guaranteed parking in parking structures 3, 5, 7 and 8 and south
beach lots 4 and 5 for arrival between midnight and 6:00 a.m. on Sunday, March 21,
2010 before catching shuttle buses to Dodger Stadium. After 6:00 a.m. the tickets will
be voided so remaining spaces can be available for other visitors.. Participants will print
out abar-coded parking ticket with a map to the designated lot or structure and any
other information determined to be necessary. Vehicles without pre-sale tickets will not
be allowed in the designated lots. At the designated lot, the City's parking contractor will
verify the ticket by simply scanning the ticket with the vendor-supplied bar code reader.
A $2 service fee will cover all City costs for the additional equipment and technology
necessary to facilitate the pre-paid parking. Customers who purchase parking will be
guaranteed space in the designated lots between midnight and 6:00 a.m. on March 21,
2010. Staff received quotes and product demonstrations from companies that can
provide the online sale of parking prior to the race. Staff selected iParq as the provider
based on costs, availability of necessary equipment and previous similar experience
with the Long Beach Marathon and Long Beach Grand Prix. In order to accommodate
the .pre-sale of parking in south beach lots 4 and 5, staff recommends that Council direct
staff to prepare the necessary resolution if the proposed ordinance is approved on first
reading and to bring that resolution to Council with the Second Reading and adoption of
the ordinance on February 9, 2010.
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Non-participant Parking
Recognizing that there will be parking demand for regular Santa Monica visitors and for
race participant families and spectators, staff recommends limiting pre-sale parking to
specified facilities. The full closure of downtown structures 1, 2, 4 and 6 between 1:00
and 7:00 a.m. will prevent race participants from parking in those structures, ensuring
the availability of 1,965 spaces on afirst-come-first-serve basis after 7:00 a.m. at the
recommended $10 flat race rate until noon, with the exception of the validations
proposed for those large non-profit religious organizations on Second and Fourth
Streets that normally receive free Sunday morning parking. Parking Structures 9, 10
and the Main Library will be available on a first-come, first-served basis throughout the
day. Additionally, on-street parking and those private parking facilities that choose to
operate on the day of the race will also be available. The other Beach lots, with the
exception of North Beach Lot 1, will be available on a first-come, first-serve basis after
sunrise.
Parking Structures 7 and 8
By March 2010, construction of parking improvements in structures 7 and 8 will be
underway. However, staff anticipates that close to the full amount of parking spaces will
be available at parking structures 7 and 8. Staff will coordinate with Macerich on the
availability of parking spaces. In addition, any parking revenues and expenditures
associated with parking structures 7 and 8 are subject to the terms of an existing Sub-
lease Agreement between the City and Macerich. Staff will ensure that a separate
accounting of those revenues and expenditures is prepared for parking structures 7 and
8.
Main Street Farmers Market
The Main Street Farmers Market received free, validated parking in South Beach Lots 4
and 5, which are proposed to be used for race participants. Additionally, traffic in Santa
Monica, including Main Street, will be heavily impacted by the Marathon. To help
mitigate additional impacts caused by the farmers market, staff from Housing and
Economic Development is currently exploring options for the operation of the Sunday
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Main Street farmers market, including opening the market later in the day so that beach
parking will be available to customers and vendors. Staff is seeking approval from the
Heritage Museum and the Victorian to see if this is an acceptable option. Other options
are to close the market for one day or operate the market with a significant lack of
participant parking.
Financial Impacts & Budget Actions
Costs for the enhanced operations by the City's parking contracting, Central Parking, is
estimated at $10,500 and is anticipated to be recovered from the overnight race parking
rates. The cost of the additional equipment and technology for the pre-sale parking will
be covered by a $2 service fee per ticket paid by the purchaser.
Prepared by: Donald Patterson, Business & Revenue Operations Manager
roved:
Forwarded to Council:
Carol Swindell '~P.~C~crfont Ev
Director of Finance Ci~j Manager
Attachment: Ordinance
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F:\atty\muni\share\laws\mj m\Beach Parking LotPkg Permits
City Council Meeting: January 26, 2010 Santa Monica, California
ORDINANCE NUMBER (CCS)
(City Council Series)
AN ORDINANCE OF THE CITY COUNCIL OF THE CITY OF
SANTA MONICA AMENDING SANTA MONICA MUNICIPAL CODE 3.04.030
RELATING TO BEACH PARKING LOT PARKING PERMITS
WHEREAS, the Municipal Code currently prohibits parking in beach parking lots
without a City permit between 3:OOam and 6:OOam; and
WHEREAS, the code authorizes granting parking permits for beach lots but only
to residents of designated areas and their guests; and
WHEREAS, it is in the City's interest to facilitate certain regional events within the
City that benefit the local economy and afford unique cultural and recreational
opportunities to the community; and
WHEREAS, some such events depend upon the availability of all-night parking in
beach lots; and
WHEREAS, it is therefore in the City's best interest to make beach lot parking
permits available for such events.
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NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF SANTA MONICA
DOES HEREBY ORDAIN AS FOLLOWS:
SECTION 1. Santa Monica Municipal Code Section 3.04.030 is hereby amended
to read as follows:
3.04.030 Beach parking lot parking permits.
Beach lot parking permits authorizing parking during
times when it would otherwise be prohibited may be issued
as follows:
(a) To a City resident living in a designated permit
area and to a resident's quest for up to one fir;
(b) Ta a member of the public participating in or
attending a regional event within the City if the City Council
determines byresolution that the provision of parking
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permits for beach-lot parking will further the City's interests
by facilitating the event.
Permit fees, if any, designated permit areas, and exempted
periods may be established and changed, from time to time, by
resolution. Notwithstanding the above, no City parking permit will
be issued until all outstanding parking citations are paid by the
permit applicant.
SECTION 2. Any provision of the Santa Monica Municipal Code or appendices
thereto inconsistent with the provisions of this Ordinance, to the extent of such
inconsistencies and no further, is hereby repealed or modified to that extent necessary
to effect the provisions of this Ordinance.
SECTION 3. If any section, subsection, sentence, clause, or phrase of this
Ordinance is for any reason held to be invalid or unconstitutional by a decision of any
court of competent jurisdiction, such decision shall not affect the validity of the
remaining portions of this Ordinance. The City Council hereby declares that it would
have passed this Ordinance and each and every section, subsection, sentence, clause,
or phrase not declared invalid or unconstitutional without regard to whether any portion
of the ordinance would be subsequently declared invalid or unconstitutional.
SECTION 4. The Mayor shall sign and the City Clerk shall attest to the passage
of this Ordinance. The City Clerk shall cause the same to be published once in the
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official newspaper within 15 days after its adoption: This Ordinance shall become
effective 30 days from its adoption.
APPROVED AS TO FORM:
MAR A JON~~S MOU E
City Attorney` JJI
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