HomeMy WebLinkAboutPromotional program providing two hours free parking at theDept. ID ED 13-33 Page 1 of 2
Meeting Date: 10/7/2013
CITY OF HUNTINGTON BEACH
REQUEST FOR CITY COUNCIL ACTION
MEETING DATE: 10/7/2013
SUBMITTED TO: Honorable Mayor and City Council Members
SUBMITTED BY: Fred A. Wilson, City Manager
PREPARED BY: Fred A. Wilson, City Manager
SUBJECT: Adopt Resolution No. 2013-54 approving a promotional program providing two -
hours free parking at the Main Promenade Parking Structure during the Holiday
Season
Statement of Issue: City Council is asked to consider adoption of Resolution No. 2013-54
approving a promotional program that would provide two -hours of free parking at the Main
Promenade Parking Structure during the 2013 holiday season to encourage shopping and dining in
the downtown area.
Financial Impact Potential loss of $5,000 in revenue to the General Fund (Parking Structure Fund
— Account 44040)
Recommended Action: Motion to:
Adopt Resolution 2013-54, "A Resolution of the City Council of the City of Huntington Beach
Authorizing a Promotional Program of Two Hours Free Parking in the Main Promenade Parking
Structure with Merchant Coupons Valid from November 23, 2013 through January 1, 2014."
Alternative Action(s):
Do not approve the resolution and direct staff accordingly.
Analysis: In an effort to promote the Downtown as a local destination for holiday shopping and
dining, the Downtown Business Improvement District (BID) partnered with the City in 2012 to
provide two -hours of free parking in the Main Promenade Parking Structure during the holiday
season. Similar programs were previously implemented in the 2004 and 2005 holiday seasons.
On November 19, 2012, the City Council adopted Resolution No. 2012-78 approving the
promotional program, enabling those who possessed a valid coupon (from one of the 10,000
coupon books distributed locally) to take advantage of free parking during the promotional period.
Last year, 22 of the coupons were redeemed.
For 2013, the Downtown BID does not plan to produce a coupon book, but would like to instead
publish an advertisement containing the coupon in a local newspaper. The program would operate
in a similar fashion from November 23, 2013, through January 1, 2014; only those with the coupon
would receive the two -hours of free parking between the hours of 9:00 a.m. and 8:00 p.m.
HB -57- Item 4. - I
Dept. ID ED 13-33 Page 2 of 2
Meeting Date: 10/7/2013
Staff estimates the promotional program would create a potential loss in General Fund revenue of
$2,500 to $5,000, which could be offset by increased sales at merchants and restaurants due to the
higher volume of patrons incentivized by the coupon to visit the downtown. The BID presented the
item to the Downtown Economic Development Committee on August 16, 2013, and the Committee
recommended the item move forward to the full Council for approval.
Environmental Status: Not applicable.
Strategic Plan Goal:
Enhance economic development
Attachment(s):
1. Resolution 2013-54, "A Resolution of the City Council of the City of Huntington Beach
Authorizing a Promotional Program of Two Hours Free Parking in the Main Promenade
Parking Structure with Merchant Coupons Valid from November 23, 2013 through January
1, 2014."
Item 4. - 2 Hs -58-
1
RESOLUTION NO. 2013- 54
A RESOLUTION OF THE CITY COUNCIL OF THE
CITY OF HUNTINGTON BEACH AUTHORIZING A
PROMOTIONAL PROGRAM OF TWO -HOURS FREE PARKING IN
THE MAIN PROMENADE PARKING STRUCTURE WITH MERCHANT COUPONS
VALID FROM NOVEMBER 23, 2013 THROUGH JANUARY 1, 2014
WHEREAS, in order to promote and encourage shopping in the downtown area and
benefit merchants in that area, the Huntington Beach Downtown Business Improvement District
has recommended the implementation of a program to publish a coupon in a local newspaper
offering two hours free parking in the Main Promenade Parking Structure to be valid from
November 23, 2013 through January 1, 2014, from 9:00 a.m. to 9:00 p.m.
NOW, THEREFORE, the City Council of the City of Huntington Beach does hereby
resolve as follows:
The City Council authorizes implementation of a program to be overseen by the
Huntington Beach Downtown Improvement District to issue and distribute coupon books
offering two hours free parking in the Main Promenade Parking Structure to be valid from
November 23, 2013 through January 1, 2014, from 9.00 a.m. to 8:00 p.m.
PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a
regular meeting thereof held on the 7 t h day of October , 2013.
(;Xoe�
Mayor
APPROVED AS TO FORM:
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C ty Atto y
Reso _ Free Parking Main Prom.
13-3920/101166.doc
Res. No. 2013-54
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 October 7, 2013 by the following vote:
AYES: Sullivan, Hardy, Harper, Boardman, Carchio, Shaw, Katapodis
NOES: None
ABSENT: None
ABSTAIN: None
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awtlerk and ex-officio Clerk of the
City Council of the City of
Huntington Beach, California