Don Shoup

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.

Three years after the publication of The High Cost of Free Parking, Prof. Don Shoup's work has begun to take hold across the country. Cities from San Francisco to Washington, DC, are starting to curb traffic and recognize the true cost of parking.