HomeMy WebLinkAboutApprove A Promotional Program of Two-Hours Free Parking Down2005 NOV 2 ! AN 8' 03
Council/Agency Meeting Held: Z'
CITY CLL-14
CITY 0
Deferred/Continued to:
HUNTING70N
Approved ❑ Conditionally Approved ❑ Denied
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Council Meeting Date: December 5, 2005
Department ID Number: CS05-031
CITY OF HUNTINGTON BEACH
REQUEST FOR COUNCIL ACTION
SUBMITTED TO: HONORABLE MAYOR AND CITY C NFLEMBERS
SUBMITTED BY: PENELOPE LBR - RAFT, DPA, Gministrator
PREPARED BY: JIM B. ENGLE, Director, Community Servi
SUBJECT: APPROVE A PROMOTIONAL PROGRAM TWO -HOURS FREE
PARKING DOWNTOWN WITH MERCHANT COUPONS DURING
HOLIDAYS
Statement of Issue, Funding Source, Recommended Action, Alternative Action(s), Analysis, Environmental Status, Attachment(s)
Statement of Issue: Should a promotional program of two -hours free parking with
merchant coupons in the Main Promenade Parking Structure be provided during the holidays
to attract customers and promote shopping downtown?
Funding Source: N/A, potential loss of $2,500 in revenue to the General Fund.
Recommended Action: Motion to:
Approve implementation of two -hours free parking with merchant coupons at the Main
Promenade Parking Structure from December 12, 2005 through January 1, 2006.
Alternative Action(s): 1) Do not implement the proposed complimentary coupon parking
program downtown; 2) Approve one -hour free parking with merchant coupon.
Analysis: Staff has worked with the Downtown Business Improvement District (BID) to
attract customers and promote shopping downtown during the holidays. In the past, the city
offered free parking at the downtown business zone meters. Prior to 2003, City Council
decided not to offer the complimentary program due to budget constraints. In 2004, the BID
and city explored options to bring more people downtown, which would also generate more
sales tax.
ZK
REQUEST, FOR COUNCIL ACTION
MEETING DATE: December 5, 2005 DEPARTMENT ID NUMBER: CS05-031
It was decided to recommend a pilot program of providing merchant coupons for free, one -
hour parking from December 13, 2004 to January 2, 2005. City Council approved this
promotional plan. Merchants distributed the coupons for one hour of free parking in the Main
Promenade Parking Structure; one coupon per visit downtown.
Last year, the cost of this coupon program for the twenty-one day period was $1,140. The
BID has requested that the coupon time limit be increased from one hour to two. Even with a
10 percent increase in the number of coupons used by the public, the total cost of the
promotional program would be $2,508.
Projected revenue for the Main Promenade Parking Structure for FY05106 is $1,100,000. A
total of $1,120,000 was generated in FY04/05. Therefore, it is anticipated that approving this
holiday promotion would not adversely impact budget projections for FY05/06. The utilization
of coupons would again allow the city to track the effectiveness of the program.
On October 22, 2004 the Downtown Economic Development Committee, which includes
downtown merchants, reviewed the issue of promoting holiday shopping downtown. The BID
representatives reviewed the issues relative to the parking meters and decided to use
merchant coupons at the Main Promenade Parking Structure. Steve Daniel, President of the
BID, has indicated that the program was successful in 2004 and the downtown merchants
would like to continue it this year, but with the increase from one to two hours. The coupons
would be valid from December 12, 2005 to January 1, 2006.
Environmental Status: N/A
Attachment(s):
RCA Author. JBE;cr
G:\RCAQ005\05-031 ComWimentary Parkina Downtown.doc -2- !1/171200 3 Q31rlW
RCA ROUTING SHEET
INITIATING DEPARTMENT:
COMMUNITY SERVICES
SUBJECT:
APPROVE PROMOTIONAL PROGRAM WITH COUPONS
FOR PARKING DOWNTOWN
COUNCIL MEETING DATE:
December 5, 2005
RCA ATTACHMENTS
STATUS
Ordinance (w/exhibits & legislative draft if applicable)
Not Applicable
Resolution (w/exhibits & legislative draft if applicable)
Not Applicable
Tract Map, Location Map and/or other Exhibits
Not Applicable
Contract/Agreement (w/exhibits if applicable)
(Signed in full by the City Attorney)
Not Applicable
Subleases, Third Party Agreements, etc.
(Approved as to form by City Attorney)
Not Applicable
Certificates of Insurance (Approved by the City Attorney)
Not Applicable
Financial Impact Statement (Unbudget, over $5,000)
Not Applicable
Bonds (If applicable)
Not Applicable
Staff Report (If applicable)
Not Applicable
Commission, Board or Committee Report If applicable)
Not Applicable
Findings/Conditions for Approval and/or Denial
Not Applicable
EXPLANATION FOR MISSING ATTACHMENTS
REVIEWED
RETURNED
FOR ED
Administrative Staff
)
Assistant City Administrator (Initial)
}
City Administrator Initial
City Clerk
( )
EXPLANATION FOR RETURN OF ITEM: