Losing Business Because of Pay Parking? Charge More!

Parking guru Don Shoup was invited to speak in Santa Rosa as an expert on parking policies. Though the city is the only one in Sonoma County to charge for parking (to the chagrin of downtown merchants), it is considering building a 545-space garage.

2 minute read

August 14, 2009, 12:00 PM PDT

By Irvin Dawid


Santa Rosa, city of 160,000 and county seat of Sonoma County in the wine country of the Bay Area, and area non-profits including the Climate Protection Campaign,invited UCLA Professor Don Shoup to speak to the city council and community on August 11 about downtown parking policies as they relate to economic development, climate change, and traffic circulaton. (See press release)

Shoup answered skeptics of 'pay parking' with 'charge more!', showing how pay parking adds to the ambience of downtown by providing revenue to clean and enhance it.

"Santa Rosa currently charges a flat $1 per hour for curbside parking downtown no matter the location, and 75-cents an hour in its garages and surface lots.

Shoup, who earlier toured downtown Santa Rosa, said he's aware of criticism of Santa Rosa's parking policies, including those who say in letters to the editor that they shop at Coddingtown or in other cities rather than in downtown Santa Rosa because the others offer free parking."

The issue is particularly relevant to Santa Rosa, currently engaged "on a joint proposal by the council and a private developer to build a 545-space, city-owned parking garage and 151-room, privately-owned boutique hotel on a 1.3-acre E Street site that now houses a 116-space city surface parking lot."

"How Shoup's views will play in Santa Rosa remain to be seen. His appearance was triggered by a growing council debate over whether the city has enough parking. The audience of 120 people included the city council and members of city boards and commissions, local business and environmental groups and biking organizations."

Thanks to Allen Tacy

Tuesday, August 11, 2009 in The Press Democrat

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Aerial view of town of Wailuku in Maui, Hawaii with mountains in background against cloudy sunset sky.

Maui's Vacation Rental Debate Turns Ugly

Verbal attacks, misinformation campaigns and fistfights plague a high-stakes debate to convert thousands of vacation rentals into long-term housing.

July 1, 2025 - Honolulu Civil Beat

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 9, 2025 - Diana Ionescu

Map of Haussmann's redesign of Paris in the 1850s through 1870s under Napoleon III.

In Urban Planning, AI Prompting Could be the New Design Thinking

Creativity has long been key to great urban design. What if we see AI as our new creative partner?

June 30, 2025 - Tom Sanchez

View of dense apartment buildings on Seattle waterfront with high-rise buildings in background.

King County Supportive Housing Program Offers Hope for Unhoused Residents

The county is taking a ‘Housing First’ approach that prioritizes getting people into housing, then offering wraparound supportive services.

7 seconds ago - Real Change

Aerial view of suburban housing near Las Vegas, Nevada.

Researchers Use AI to Get Clearer Picture of US Housing

Analysts are using artificial intelligence to supercharge their research by allowing them to comb through data faster. Though these AI tools can be error prone, they save time and housing researchers are optimistic about the future.

1 hour ago - Shelterforce Magazine

Green bike share bikes parked in a row on a commercial street with outdoor dining and greenery.

Making Shared Micromobility More Inclusive

Cities and shared mobility system operators can do more to include people with disabilities in planning and operations, per a new report.

2 hours ago - Cities Today

Urban Design for Planners 1: Software Tools

This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.

Planning for Universal Design

Learn the tools for implementing Universal Design in planning regulations.

Home and Land Services Coordinator

Appalachian Highlands Housing Partners

Associate/Senior Planner

Gallatin County Department of Planning & Community Development

Senior Planner

Heyer Gruel & Associates PA