HomeMy WebLinkAboutResolution 2014-03 approving a promotional program providingDept. ID ED 14-05 Page 1 of 2
Meeting Date: 1/21/2014
-7 —d
CITY OF HUNTINGTON BEACH
REQUEST FOR. CITY COUNCIL ACTION
MEETING DATE: 1/21/2014
SUBMITTED TO: Honorable Mayor and City Council Members
SUBMITTED BY: Fred A. Wilson, City Manager
PREPARED BY: Kenneth A. Domer, Assistant City Manager
SUBJECT: Adopt Resolution 2014-03 approving a promotional program providing two
hours free parking at the Main Promenade Parking Structure on Valentine's Day
Statement of Issue:
City Council is asked to consider adoption of Resolution No. 2014-03, approving a promotional
program that would provide two hours of free parking at the Main Promenade Parking Structure on
Valentine's Day, February 14, to encourage shopping and dining in the Downtown area.
Financial Impact:
Potential revenue loss up to $500 to the General Fund (Parking Structure Fund — Account 44040).
Recommended Action: Motion to:
Adopt Resolution No. 2014-03, "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 on February 14, 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 shopping and dining on Valentine's
Day, the Huntington Beach Downtown Business Improvement District (BID) is requesting the ability
to provide a coupon for two hours of free parking on February 14, 2014 between 9:00 a.m. and 8:00
p.m. Any customer spending a minimum of $10 at one or more downtown merchants on
Valentine's Day will qualify to receive a coupon from the merchant for free parking in the Main
Promenade Parking Structure on that day only.
The BID partnered with the City in 2012 and 2013 to provide two hours of free parking in the Main
Promenade Structure during the holiday season, as well as similar programs in 2004 and 2005.
Coupons were published in either a dedicated Downtown coupon book or in various newspapers
and local magazines, and redeemed upon exiting the garage. In 2013, a total of 369 coupons were
redeemed, which had a total financial impact of $738 in lost revenue. While it is difficult to quantify
the economic benefit of the program, the intent is to generate more local sales thereby increasing
the City's sales tax as well as emphasizing the downtown businesses as a place to shop and dine.
Item 14. - 1 HB -226-
Dept. ID ED 14-05 Page 2 of 2
Meeting Date: 1/21/2014
Although this request is specific to only Valentine's Day, the BID is currently working with City staff
to develop a schedule of additional future dates in the off-peak season when this program could be
implemented. Staff will bring the schedule back to the City Council in the future for consideration.
Environmental Status:
None.
Strategic Plan Goal:
Enhance economic development.
Attachment(s):
Resolution No. 2014-03, "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 on February 14, 2014."
HB -227- Item 14. - 2
RESOLUTION NO. 2014- 03
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 ON FEBRUARY 14, 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 provide a coupon offering two hours free
parking in the Main Promenade Parking Structure with proof of same day purchase of $10 or
more from a local downtown merchant on February 14, 2014 from 9:00 a.m. to 8:00 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 provide a coupon offering two hours free
parking in the Main Promenade Parking Structure on February 14, 2014, from 9:00 a.m. to 8:00
p.m. with proof of $10 or more same day local purchase.
PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a
regular meeting thereof held on the 21 st day of January , 2014.
1
APPROVED AS TO FO
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ity �Attor1.1neyey
Reso _ Free Parking Main Prom. Feb. 14, 2014
13-3920/104501.doc
Res. No. 2014-03
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 21, 2014 by the following vote:
AYES: Katapodis, Hardy, Shaw, Harper, Boardman, Sullivan, Carchio
NOES: None
ABSENT: None
ABSTAIN: None
City rk and ex-officio 96rk of the
City Council of the City of
Huntington Beach, California