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Home My WebLink AboutAdopt Resolution No. 2015-01 approving a promotional program Dept. ID ED 15702 Page 1 of 2 Meeting Date: 1/20/2015 0/ 7-0 CITY OF HUNTINGTON BEACH REQUEST FOR. CITY COUNCIL ACTION MEETING DATE: 1/20/2015 SUBMITTED TO: Honorable Mayor and City Council Members SUBMITTED BY: Fred A. Wilson, City Manager PREPARED BY: Ken Domer, Assistant City Manager Kellee Fritzal, Deputy Director, Business Development SUBJECT: Adopt Resolution No. 2015-01 approving a promotional program providing two hours of free parking at The Strand and Main Promenade parking garages for Valentine's Day Statement of Issue: City Council is asked to consider adoption of a Resolution approving a promotional program that would provide two hours of free parking within minimum same day purchase of $10 for the Main Promenade Parking Structure, and with purchase of $20 for The Strand Parking Garage to encourage shopping and dining in the Downtown area over the Valentine's Day holiday. Two options are being presented to the City Council for consideration. Financial Impact: Potential revenue loss of up to $2,000 to the General Fund (Parking Structure Fund — Account 44040) for the Main-Promenade garage and $2,000 from The Strand (Strand Parking Structure Fund —Account 00712). Recommended Action: A) (Option One) Adopt Resolution No. 2015-01, "A Resolution of the City Council of the City of Huntington Beach Authorizing a Promotional Program of Two Hours Free Parking on Valentine's Day at the Main Promenade Parking Structure and The Strand Parking Garage" with same day purchase of$10 and Merchant Validation at Main Promenade Parking Structure and same day $20 purchase and Merchant Validation at The Strand Parking Garage. - OR - B) (Option Two) Adopt Resolution No. 2015-01, "A Resolution of the City Council of the City of Huntington Beach Authorizing a Promotional Program of Two Hours Free Parking on February 13, 2015 Through February 16, 2015 at the Main-Promenade Parking Structure and The Strand Parking Garage" with same day purchase of$10 and Merchant Validation at Main Promenade Parking Structure and same day $20 purchase and Merchant Validation at The Strand Parking Garage. Alternative Action(s): Do not adopt these resolutions and direct staff accordingly. Item 8. - 1 xB -3721- Dept. ID ED 15-02 Page 2 of 2 Meeting Date: 1/20/2015 Analysis: At the January 5, 2015, Downtown Economic Development Committee (DTEDC) meeting, the HB Downtown BID (BID) presented two proposals to provide two (2) hours of free parking Downtown for Valentine's Day in an effort to promote the Downtown as a local destination for shopping and dining in the off-season. The BID and The Strand are requesting the ability to provide one of the following two options at the Main Promenade and The Strand parking garages: Option 1: Two hours of free parking on Saturday, February 14; or Option 2: Two hours of free parking from Friday, February 13, through Monday, February 16. Regardless of option, the two hour promotion would be valid between the hours of 9:00 AM and 8:00 PM, and would require a minimum purchase of $10 from a downtown merchant for the Main- Promenade garage and $20 from a merchant at The Strand. Coupons will not be published. However, merchants will provide the necessary validation to qualifying customers, which will then be presented to the parking attendant. The City Council approved a similar program for 2014, whereby the promotion was only available on Friday, February 14. A total of 247 coupons were redeemed at the Main Promenade parking garage, with a total financial impact of $494. The Strand did not participate in the 2014 Valentine's Day promotion. The BID has partnered with the City since 2012 to provide the program over a 5-6 week period during the winter holiday season, and published coupons in various publications, a dedicated Downtown coupon book or online. In 2014, both the Main Promenade and The Strand parking garages participated in the holiday parking promotion. A total of 454 coupons were redeemed at the Main Promenade Garage for a total impact to the General Fund of$908. The intent of the program is to generate increased merchant sales during a time after the winter holidays when sales may be slower than in warmer months, thereby increasing the City's sales tax as well as emphasizing the Downtown as a shopping and dining destination. At their January 5, 2015, meeting, the DTEDC directed staff to bring both proposals to City Council for consideration, with the intention of selecting one of the two options. Environmental Status: Not applicable. Strategic Plan Goal: Enhance economic development Attachment(s): 1. (Option 1) Resolution No. 2015-01, "A Resolution of the City Council of the City of Huntington Beach Authorizing a Promotional Program of Two Hours Free Parking at the Main-Promenade Parking Garage" with same day purchase of $10 and Merchant Validation and at The Strand Parking Garage with Same Day $20 purchase and Merchant Validation Valid on February 14, 2015. 2. (Option 2) Resolution No. 2015-01, "A Resolution of the City Council of the City of Huntington Beach Authorizing a Promotional Program of Two Hours Free Parking at the Main-Promenade Parking Garage" with same day purchase of $10 and Merchant Validation and at The Strand Parking Garage with Same Day $20 purchase and Merchant Validation Valid on February 13, 2015 through February 16, 2015. 3. PowerPoint Presentation, "Valentine's Day Free Parking Proposal" HB -37�- Item 8. - 2 RESOLUTION NO. 2015-01 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF HUNTINGTON BEACH AUTHORIZING A PROMOTIONAL PROGRAM OF TWO HOURS FREE PARKING ON FEBRUARY 13, 2015 THROUGH FEBRUARY 16, 2015 AT THE MAIN PROMENADE PARKING STRUCTURE AND THE STRAND PARKING GARAGE WHEREAS, in order to promote and encourage shopping in the downtown area and benefit downtown merchants,the Huntington Beach Downtown Business Improvement District has recommended the implementation of a program to provide two hours free parking on February 13, 2015 through February 16, 2015 in the Main Promenade Parking Structure and the Strand Parking Garage, NOW, THEREFORE,the City Council of the City of Huntington Beach does hereby resolve as follows: 1. The City Council authorizes implementation of a program to be overseen by the Huntington Beach Downtown Improvement District to provide two hours free parking in the Main Promenade Parking Structure and the Strand Parking Garage on February 13, 2015 through February 16, 2015, from 9:00 a.m. to 8:00 p.m. each day, as follows: a. For the Main Promenade Parking Structure, validation of a minimum$10.00 same day purchase from a downtown merchant is required. b. For the Strand Parking Garage, validation of a minimum $20.00 same day purchase from a Strand merchant is required. PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a regular meeting thereof held on the 20th day of January ; 2015. ayo REVI 1D ND APPROVED: APPROVED O FO Cit er Cit ttorney ITIATED AND APPROVED: ` Deputy Director of/ usiness Development 15-4532/116009 Res. No. 2015-01 STATE OF CALIFORNIA COUNTY OF ORANGE ) ss: CITY OF HUNTINGTON BEACH ) I, JOAN L. FLYNN the duly elected, qualified City Clerk of the City of Huntington Beach, and ex-officio Clerk of the City Council of said City, do hereby certify that the whole number of members of the City Council of the City of Huntington Beach is seven; that the foregoing resolution was passed and adopted by the affirmative vote of at least a majority of all the members of said City Council at a Regular meeting thereof held on January 20, 2015 by the following vote: AYES: Posey, O'Connell, Katapodis, Hardy, Sullivan, Delgleize, Peterson NOES: None ABSENT: None ABSTAIN: None CiT- . an -o icio erk of the Cicil of the City of Huntington Beach, California (D E� 00 Valentine s Day Free to Parki' ng Proposals January 20 , 201 5 -;w—s Park 'i' ng Proposals p Requestpresented by HB Downtown BID at the .January 5th Downtown Economic Development Committee Meeting o Option 1 : Two hours free public parking on Saturday, y Februar 14th (Valentine ' s Day) Option 2 : Two hours free public parking Friday, February 1 3th- Monday, February 16th (Valentine ' s Day/ President' s Day holiday weekend) 00 Program Deta 'I' Is a Two hours of free public parking v 9 : 00 AM - 8 : 00 PM P Main - Promenade & The Strand Parking Structures $ 10 minimum purchase for Main - Promenade v $ 20 minimum purchase for The Strand � No coupon ; merchant validation required _Wr ....... .......... Priwor Resuits � Valentine ' s Day parking in 2014 : 247 coupons , financial impact of $ 494 (Main - Promenade only) ► Winter holiday parking 2014 (Nov 23 - Dec 31 ) : 454 coupons , financial impact of $ 908 (Main - Promenade only, but Strand also participated) 00 o Fi' scal Impacts Option 1 - Feb 14 Only: Anticipated fiscal impact of $ 500 for Main - Promenade and $ 500 for The Strand Option 2 - Feb 13 - 16 : Anticipated fiscal impact of $ 2 , 000 for Main Promenade and $ 2 , 000for The Strand Summary City Council is asked to consider and adopt a resolution approving one of the following : • Option 1 o Two hours free public parking on Saturday, February 14t" (Valentine ' s ®ay) L4 • Option 2 e Two hours free public parking Friday, February 1 3t"- Monday, February 16t" (Valentine ' s Day/ President' s ®ay holiday weekend) 00 RESOLUTION NO. 2015-01 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF HUNTINGTON,BEACH AUTHORIZING A PROMOTIONAL PROGRAM OF TWO HOURS FREE PARTING ON VALENTINE'S DAY AT THE MAIN PROMENADE PARKING STRUCTURE AND THE STRAND PARKING GARAGE WHEREAS, in order to promote and encourage shopping in the downtown area and benefit downtown merchants, the Huntington Beach Downtown Business Improvement District has recommended the implementation of a program to provide two hours/free parking on Valentine's Day in the Main Promenade Parking Structure and the Strand Parking Garage, NOW, THEREFORE, the City Council of the City of Huntington Beach does hereby resolve as follows: 1. The City Council authorizes implementation of afprogram to be overseen by the Huntington Beach Downtown Improvement District to provide two hours free parking in the Main Promenade Parking Structure and the Strand Parking Garage on February 14, 2015, from 9:00 a.m. to 8:00 p.m., as follows: a. For the Main Promenade Parking�'Structure, validation of a minimum $10.00 same day purchase from a downtown merchant is/required. b. For the Strand Parking Garage, validation of a minimum $20.00 same day purchase from a Strand merchant is required PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a regular meeting thereof held on the day of , 2015. 1 Mayor REVIEW A D APPROVED: APPROVED AS City Aanagrr City Atto ney f� IN DATED AND APPROVED: r Deput/ Director ob/B' usiness Development 15-4532/115735.doc