[media-credit name=’JEFF SCHORFHEIDE/Herald photo’ align=’alignnone’ width=’648′][/media-credit]

University of Wisconsin students living downtown will face an extra expense this winter if they leave their car illegally parked during a declared snow emergency.

Madison City Council approved an ordinance Tuesday doubling the parking fine during snow emergencies downtown from $30 to $60. In addition to the increase, city officials have increased funding for communicating the new rules, especially to UW students.

“Probably the sexiest thing is that people can sign up to get text messages to their cell phones when there is a snow emergency telling them to move their car,” said George Dreckmann, recycling coordinator.

Ald. Mike Verveer, District 4, passed an amendment to the city budget allotting $25,000 in addition to the $25,000 already in place to fund the text messages and other communication initiatives.

The city made an ungodly amount of money on parking fines last year, Verveer said. But the increase in fines is meant to get people’s attention, not necessarily generate revenue, he added.

“We got the Streets (Division) and IT (Department) together to find a way to reach university students … and they did,” said Ald. Marsha Rummel, District 6.

The ordinance, sponsored by Rummel, Ald. Satya Rhodes-Conway, District 12, and Mayor Dave Cieslewicz, came as a response to the record-breaking snowfall last winter.

Al Schumacher, Madison’s street superintendent, said the Streets Division was unable to plow a number of streets downtown because people were parked on both sides of the street.

Currently, residents are expected to park on alternate sides of the street corresponding to odd and even days on the calendar.

“We want people to abide by alternate side parking,” Verveer said of the increase in fines. “Towing will be the absolute last resort.”

Ald. Brenda Konkel, District 2, who did not support the ordinance, said she was concerned with the Streets Division towing cars without notification last year, something she said she did not think was allowed under the previous ordinance.

“I’ve lived downtown for 17 years, and I’ve never seen cars randomly towed,” Konkel said. “I don’t think it’s fair to start doubling the fines and start towing.”

Schumacher said towing has always been a part of the ordinance, but last year’s snowfall left them with no other option.

“We’ve always had the option to tow during a declared snow emergency,” Schumacher said. “Last year being the unique winter it was, we decided to use that option.”

However, increasing the fine and implementing new notification procedures will not increase the amount of towing by the Streets Division, Verveer said.

Students will be able to sign up for text messages alerting them about moving their car during snow emergencies as well as Madison Metro bus delays starting Thursday, Oct. 30.

City officials have also launched a website, www.cityofmadison.com/winter, with snow emergency information and the new parking ordinance.