Parking Strategy and Implementation
“Parking isn’t rocket science. It’s a lot more complicated than that.”
Our experience in managing business improvement districts and working with downtown organizations in 36 cities and 21 states provides us with the insight to successfully develop parking strategies that reflect the unique needs of each client we serve. Because we are not a parking consulting firm but a downtown consulting firm, our programs are based upon what actually works in a downtown. We understand the issues and needs of retailers, office tenants and downtown users. We also understand the importance of public process, including relations with public agencies, city councils and mayors.
Case Study: Nashville Downtown Parking Strategy
As the interim manager of the Nashville Downtown Partnership, Urban Place was given the task of developing and implementing a parking strategy for downtown. The challenge was multi-faceted and included the lack and affordability of both on-street parking for shoppers and off-street parking for workers and visitors. Improving the reality and perception of parking in downtown was key to the short-term survival of the retail businesses and the long-term vitality of the downtown office market.
After researching the best parking practices of successful downtowns and defining thecommon elements that made them successful, we developed the following goals for Nashville:
- Integrate all types of parking into the equation – on-street, off-street, short-term, long-term, public and private – in order to truly solve the parking problem.
- Involve the private sector property and business owners, through the Nashville Downtown Partnership, in all important parking decisions.
- Reinvest parking revenues into the downtown. Operate parking not just to maximize parking revenue but also to maximize the vitality of downtown, which in turn produces larger tax revenues for the city.
“Our mission is to support the economic vitality of Downtown Nashville by offering a mix of affordable parking options that meet the needs of both the short-term retail customer and the long-term office tenant.”
 The old Nashville parking situation |
|
The new Nashville parking situation |
| Short-term focus: Maximize return from the current market | Long-term focus: Build/support the office and retail market | |
| Provide steady income to property owner | Provide steady income to property owner | |
| Provide maximum income to parking operator | Reinvest parking profit into downtown | |
| Provide lack of parking price options | Provide a range of parking price options | |
| Provide a barely acceptable parking experience | Provide an enjoyable parking experience |
Working with the City of Nashville and the Nashville Downtown Partnership, Urban Place developed recommendations for the Partnership in three areas:
- Develop a low cost, remote, parking shuttle program
- Manage the City-owned, off-street parking system
- Increase on-street parking on downtown streets
All three recommendations were implemented, resulting in the “THE PARK IT DOWNTOWN!” program. The results:
- The Partnership now operates a remote parking shuttle that delivers more than 500 office workers to work each day for $20 a month.
- The Partnership now manages over 2,000 off-street spaces in downtown and is reinvesting the increased net revenue back into downtown through marketing programs.
- More than 200 on-street spaces have been added.
- In cooperation with private parking lot owners, two programs were developed to reduce the cost of downtown parking: the “2 for 1” and “5 after 5” programs.
| Client | |
Project |
| Downtown Nashville, TN | Privatizing City Parking and office worker shuttle operation | |
| Old Pasadena Management District, CA | Parking management Analysis | |
| Downtown Battle Creek, MI | Privatizing City Parking Management | |
| Downtown Providence, RI | On street parking strategy, Parking structure feasibility studies | |
| Pensacola, FL | Privatizing City Parking Management | |
| Riverside, CA | Parking use analysis | |
| Chestnut Hill District, Philadelphia, PA | Parking operations analysis | |
| Downtown Yakima, Washington | Parking strategy and implementation plan | |
| Los Angeles Fashion District, CA | Parking use analysis |