Title
Downtown Phoenix Parking Master Plan
Description
This report provides an update of the recommendations for the Downtown Phoenix Parking Master Plan (Master Plan) to the Economic Development and Housing Subcommittee.
This item is for information and discussion.
Report
Summary
The Master Plan represents the culmination of a process initiated by the City Council requesting a study of parking in Downtown with recommendations encapsulated into a 10-year master plan. Kimley-Horn and Associates, Inc. (Consultant) was engaged through a competitive procurement process to assist staff with the study report and master plan. This process entailed a holistic look at the Downtown Parking System, including both on-street and off-street facilities. The study area is represented by the boundary of the Downtown Code under Chapter 12 of the Zoning Ordinance, roughly McDowell Road to the north, Lincoln Street to the south, 7th Avenue to the west, and 7th Street to the east (Study Area).
Study Report
Prior to preparation of the Master Plan, a study was conducted to evaluate the parking supply and demand within the Study Area. In addition, applicable City Codes, policies and practices were assessed. Furthermore, stakeholders and the public were engaged to provide input on desired improvements to the parking system. Key findings from the report include:
The Business Core area has sufficient off-street parking to absorb demand.
On-street parking in high-demand areas is often at full utilization.
Unregulated on-street parking adjacent to Roosevelt Row has extremely poor turnover.
The general public desires more online tools and direction to locate and access parking.
Master Plan Process
Based on the study report’s findings, a set of recommendations was developed that serve as the foundation of the Master Plan. These recommendations are summarized below and were introduced to the community in 2024 through presentations to neighborhood and community groups as well as three open houses dedicated to receiving feedback. Following public feedback, a draft of the Master Plan was prepared for consideration.
Recommendations
Update On-Street Rate Setting Authority & Zones. This recommendation entails multiple improvements or modifications to City Code as well as policy development to improve the on-street parking system including.
Revise City Code to allow contactless payment: Updating City Code to ensure more emerging forms of contactless payment are accepted including payment via QR code.
Revise out of service meter fee: The out of service meter fee for applicants is currently $10 per day. The current rate was found to be far below market value and is detrimental to parking system revenues. The report found the fee should be revised to the average daily revenue the meter produces on an annual basis. The revision should apply to applicants requesting long term outage of meters. Special Event applicants should be exempted.
Updating parking zones: Three parking zones (Government, Sports Facilities and Business Core) were established by Council in 2012 without further modifications. Neighborhoods within the Study Area adjacent to these zones such as Roosevelt Row do not have a designated zone under City Code. Establishing new zones allows for more parking policies and practices to be better tailored to specific neighborhood needs.
Developing new on-street system rules, regulations and policies: New rules and regulations should be developed to add more specificity concerning how authority vested to the Street Transportation Department, under Section 36 of City Code, is utilized to modify parking rates in the future. Such authority was added to City Code in 2012, but has never been exercised. On-Street meter rates have remained unchanged at $1.50/hour since 2012. The Consultant also recommends more specific policy concerning how curb use is modified, including a public notification process for any changes to the on-street parking system.
Conduct a Parking Facility Wayfinding Signage Study.
A signage program to guide visitors from key Downtown entry points to key parking facilities should be developed. A study would precede implementation of such a program, which would provide direction on appropriate scale of the program, sign locations and functionality, as well as sign content. The signage program will utilize an updated branding and identity guide previously developed by staff in 2024.
Improve Off-Street Parking Facility Information.
In response to public feedback to deliver more information on off-street parking facilities, the wayfinding signage program will be complemented by the launch of ParkPHX.com ("ParkPHX"), which will utilize the same branding and identity guide. This new web-based application will contain parking facility information for all off-street parking facilities in the Study Area. Furthermore, ParkPHX aims to forge partnerships with private parking facilities to offer users more options to find and pre-purchase parking. These improvements are already in process with a new ParkPHX launching in the first quarter of 2025.
Parking System Management Upgrades.
Due to the physical constraints of the available on-street parking supply, a pilot program implementing dynamic curb spaces that support multiple user groups throughout the day including loading, rideshare, delivery and general public parking should be implemented. Dynamic curb spaces would allow the City to use limited resources more efficiently to allow the available curb space to adequately serve the public throughout the day. The Consultant also recommends the City pilot sensor technology to allow more efficient use and effective enforcement of dynamic curb spaces. Lastly, the Consultant recommends piloting QR code-enabled transactions as part of the dynamic curb pilot program and additional parking system applications where appropriate.
Master Plan Funding Initiatives.
The on-street parking system needs to receive a direct investment from parking meter revenues to support critical operational needs. Investment is needed to support adequate management of the on-street parking system. Beyond management positions, additional meter technician and enforcement positions are also needed. Furthermore, a funding source will be necessary to support the aforementioned curb management pilot programs. Staff and the Consultant believe an investment in the program will increase annual program revenues. The initial suggested investment is 15 percent of annual parking meter revenue, or about $600,000 annually. The share would grow accordingly over time to support programmatic needs.
Establish Key Performance Metrics (KPMs).
Several KPMs associated with the parking system are currently tracked, but additional KPMs, particularly for the on-street parking system, should be implemented. Tracking key metrics such as space utilization and revenues across multiple geographies within Downtown will create better data foundations for future recommendations to improve the parking system. This can include recommendations to modify rates or uses of the curb.
Update the Sunburst Plan.
The Sunburst Event Management Plan was developed in the 1990s to distribute event traffic flow throughout the Downtown area. The outcomes of the plan directly impact key Downtown parking facilities. The plan should be updated to accommodate and acknowledge Downtown growth. An Interdepartmental Task Force has been formed by the City Manager to update this plan by the second quarter of 2025.
Parking Facility Investment Scorecard.
A best practices scorecard to assist the City in establishing metrics to measure any contemplated future investments in any public/private parking facilities should be adopted. These metrics include location, inclusion of multiple user groups, including public parking access and whether a facility furthers key strategic City or community interests.
Next Steps
Master Plan components requiring specific Council authorizations will be brought to future Council meetings. Progress on the Master Plan will be reported annually to the City Council.
Public Outreach
The Master Plan recommendations were discussed with Downtown Phoenix Inc. (DPI), the Phoenix Community Alliance (PCA), the University of Arizona, Arizona State University, Northern Arizona University and major Downtown property owners, and presentations were provided to the following groups:
Phoenix Revitalization Corporation.
Eastlake Board.
Roosevelt Row CDC.
PCA Public Affairs Committee.
PCA Board.
Hance Park Conservancy.
Central Park Neighborhood Association.
Downtown Voices Coalition.
Grand Avenue Members Association.
DPI Board of Directors.
Evans Churchill Community Association.
PCA Multi-Modal Committee.
Roosevelt Action Association.
Warehouse Neighborhood Association.
Midtown Neighborhood Association.
PCA Central City Planning Committee.
Enhanced Municipal Services District Advisory Board.
Garfield Neighborhood Association.
PCA Arts, Culture and Public Life Committee.
Green Gables Neighborhood Association.
In addition, open houses were held on June 18, 2024, June 27, 2024 and July 9, 2024.
Location
Downtown Phoenix
Council Districts: 4, 7 and 8
Department
Responsible Department
This item is submitted by Deputy City Managers John Chan and Inger Erickson, and the Phoenix Convention Center, Community and Economic Development and Street Transportation departments.