How Does a College Professor Become a Parking Rock Star? from Page 23
driver. It may cost a building owner $300 a space per month to provide the park- ing, but they charge only $150 to attract tenants and then raise their rents to cover the difference. Apartment builders who are
required to provide parking for each unit simply raise the rent to cover the cost. A person may have no cars or only one car, but they are required by code to pay for
two spaces that often go unused. Would it not be better, asks Shoup, to
charge one rate for apartments that have no parking and then charge separately for the parking if it is required? If park- ing is “unbundled” from other costs, wouldn’t many people begin to make self-serving decisions as to whether to buy a car or whether to carpool or take public transportation?
The parking requirements set by
cities also prevent revitalization of downtown cores. If a hardware store that had a mandated 10 parking space requirement went out of business and a restaurant that would require 20 spaceswanted to go into that spot, they would be prevented fromdoing so. The city would say that the use
was inappropriate for the location. Shouldn’t that be a business decision made by the owner? Planning departments often work
at cross purposes. In the case above, they may tell the new owner that he or she can purchase parking “in lieu,” that is, pay a fee and be let out of the park- ing requirement. The in lieu fee is sup- posed to go to provide parking else- where. But it seldomdoes. Is this a one-size-fits-all parking
philosophy? I think not. However, it is a beginning. SFpark in San Francisco, the SFM-
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TA’s smart-parking management pro- gram, is based on Shoup’s writings. Technology developed in the past sev- en years will hopefully allow the park- ing administrators in San Francisco to get good data and adjust rates to fit a Shoupistamodel. Other cities, large and small are
experimenting with demand-based pricing in certain neighborhoods. Seat- tle, Portland, OR, Denver, Chicago, Washington, DC, Redwood City and Pasadena,CA, and others all have either full-blown demand-based pricing pro- grams or are experimentingwith them. Municipalities take a long time to
change. There are political and eco- nomic pressures that are difficult to overcome. However, as city after city finds success in demand- and market- based parking pricing, it will come more quickly. Don Shoup is a parking evangelist.
And he is gaining disciples daily. He is in demand. The media call constantly for quotes concerning parking. And he doesn’t mind being referred to as the “Shoup-dog.” He has become a park- ing rock star.
John Van Horn is Founder, Publisher and Editor of Parking Today. Contact him at edi-
tor@parkingtoday.com Parts of the above were taken from an article underwritten by ACS, a Xerox Co.
Call: 1-866-219-9301 24 Email:
sales@enovar.com PT Parking Today
www.parkingtoday.com
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