Parking Rate Hikes Considered That Could Be Adjusted to Manage Demand, Boost Revenue

Pasadena city officials are weighing significant changes to parking rates in the South Lake Ave. business area, aiming to better manage demand and generate additional revenue. The proposed adjustments, recommended by the South Lake Parking Place Commission, would affect both on-street meters and public parking lots.

The Municipal Services Committee is set to discuss the changes at its meeting on Tuesday, Oct. 8. If approved, the proposal would then move to the full City Council for consideration.

Under the plan, the city’s Transportation Director would have the authority to adjust on-street meter rates between $1 and $5 per hour. The goal is to maintain 70 to 90 percent occupancy of parking spaces.

“Rate changes will not occur more than once every six months,” according to the Transportation Department’s Agenda Report. The proposal also includes an “escalated parking rate” of up to twice the base rate for parking beyond an initial base period.

For the Shoppers Lane parking lots, the Department recommends eliminating the current 90-minute free period. Instead, a validation program for merchants would be implemented.

The daily maximum rate for these lots would increase from $6 to $12. Additionally, the lots would operate 24 hours a day, seven days a week, expanding from their current limited hours.

Both the on-street meters and lot rates would be subject to annual increases based on the Consumer Price Index, beginning July 1, 2025. The city last adjusted rates for Shoppers Lane lots in 2015, while meter rates on South Lake Avenue have remained unchanged since their installation in 2007.

The South Lake Parking Place Commission unanimously endorsed these changes in March 2023 and reaffirmed its recommendation last May. The commission operates, manages and controls parking places within the South Lake District and makes recommendations to City Council regarding expenditures of parking meter revenues.

City staff estimate the rate increases would boost revenue by approximately $146,000 in the 20205 fiscal year. The funds would be split between the South Lake Meter Fund and the Shoppers Lane Fund.

The Department of Transportation initiated a Parking Strategic Plan in 2020, which was finalized in September 2023. The plan recommends citywide paid parking rate adjustments to achieve 85% occupancy.

“The 85% occupancy rate is an industry standard, and ensures that drivers visiting metered parking areas are able to quickly find a space,” the Agenda Report said. The recommended rate also aims to reduce “cruising behavior” as drivers search for parking.

If approved, the city plans to partner with the South Lake Business Association on an outreach campaign in order to educate the public on the benefits of paid parking, including increased availability and improved customer experience.

The South Lake parking meter zone in Pasadena encompasses a specific area bounded by Green Street, Mentor Avenue, California Blvd., and Hudson Avenue.