News

BID recommends increasing options for parking customers

Board also proposes reserving short-term, 1 hour, non-event parking in parking ramps

The Madison Central Business Improvement District Board of Directors unanimously voted to write a letter to be read at the next Transit Parking Commission meeting to educate members and staff about key issues of the parking rate increase from the downtown business perspective.

The letter focuses on the proposed increase in special event parking, representing the perspective of customers from both downtown business and entertainment and cultural venues.

According to Bill Knobeloch, parking operations manager for Parking Utility, the flat rate for special event parking will increase from $3 to $4.

Special event parking is a designated time when a flat rate is implemented in parking ramps either an hour or two before an event, according to Mary Carbine, executive director of BID. Motorists pay the flat rate when they enter the ramp so at the end of the event, people can exit the lot as quickly and efficiently as possible without having to negotiate payment.

“The problem is if you are coming downtown to pick up a book that you ordered or to meet a friend for lunch … you aren’t going to that (special) event and you don’t want to pay $4 to park for a half hour. If all the ramps are reserved for special events, you can’t find parking anywhere — that’s what happens,” Carbine said.

Lori Kay, director of community partnerships in the University of Wisconsin Office of the Chancellor, said parking is viewed as a business, and motorists who are parking are often looked at as customers. She added Parking Utility has to run as a business and decisions need to be based on real thoughts and figures.

“People come downtown for the downtown attributes and there is less concern about parking,” Kay said.

However, she did say members of BID expressed concern, particularly about special event costs.

Parking has elasticity, according to Knobeloch. He said an increase in parking fees will obviously cause Parking Utility to lose some customers.

According to Carbine, BID understands the need for a special event parking system, but Parking Utility needs to accommodate all customers during special events. By discussing BID concerns with Parking Utility, she hopes to devise a plan that will benefit all parties.

Instead of raising special event parking rates, BID proposes to increase the maximum evening and weekend parking.

According to Carbine, if a motorist parks their car in a parking ramp from 6 p.m. to 2 a.m., or all day on the weekend, the maximum fee he or she will have to pay is $3.

“I guess just understanding customers, what would be a fair rate and market bar may be paying $4 dollars (and that) is still a pretty good deal opposed to what you would pay … hourly,” Carbine said.

BID will also propose reserving a space in parking ramps for short-term, one hour and non-event parking.

On Mar. 10, TPS will hold a meeting for community members to voice their opinions about the proposed 2009 parking rate increases.

Correction: This headline of this story’s print version implied BID had authority over parking rates, which is incorrect. We regret the error.