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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE CITY COUNCIL
AGENDA ITEM
Report: Updated Montrose Comprehensive Parking Analysis
1. Motion to Approve the Recommended Parking Management Strategies Outlined in the Comprehensive Parking Analysis.
2. Introduction of Ordinance Amending Sections 10.40.110 and 10.40.120 of the Glendale Municipal Code, 1995, Relating to Parking Meters, and Fixing the Parking Meter Rates for Certain Zones.
COUNCIL ACTION
Item Type: Action Item
Approved for April 21, 2026 calendar
EXECUTIVE SUMMARY
Staff engaged Transpo Group USA Inc. (Transpo) to conduct the 2019 Montrose parking study, leading to strategic recommendations to modernize enforcement, update rates and hours, and improve customer access. The COVID-19 pandemic disrupted parking patterns and delayed full implementation of these strategies. In 2024, staff again partnered with Transpo to update the study using comparable data-collection methods. While overall occupancy has declined, high-demand areas persist along Honolulu Avenue and in several City-owned lots, underscoring the need for targeted strategies to balance customer access with employee parking demand.
The updated study recommends directing employee parking to designated off-street lots, increasing rates along Honolulu Avenue to preserve short-term customer spaces, and expanding paid parking to Wickham Way and Broadview Drive, as well as implementing paid parking in City-owned lots at a lower rate than on-street parking to improve turnover, enhance customer access, and establish a financially sustainable program. Stakeholder engagement with the Montrose Shopping Park Association and the Transportation and Parking Commission resulted in unanimous support for these strategies.
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RECOMMENDATION
Pass a motion regarding the recommended parking management strategies outlined in the report, including an option for paid off-street parking, and introduce the ordinance.
ANALYSIS
On May 5, 2018, the City Council approved a professional services agreement with Transpo for parking consulting services, following a competitive Request for Proposals (RFP) process. The firm was retained to develop comprehensive parking management strategies for Downtown Glendale and the Montrose Shopping Park District.
On November 5, 2019, Transpo presented the Downtown Glendale and Montrose Parking Analysis to the City Council. This in-depth study led to the adoption of several strategic recommendations, including a key proposal to modernize the Montrose Employee Parking Program. Originally implemented in 2004, the program had become outdated and no longer effectively met the needs of local employees.
Following the 2019 parking study, the City implemented several key management strategies to improve efficiency and customer access. In Montrose specifically, parking enforcement was modernized with license plate recognition technology and upgraded handheld devices, enabling faster compliance checks. Parking rates along Honolulu Avenue and adjacent streets were increased to $1.50 per hour and paid parking hours were extended to 10 a.m.– 8 p.m. to capture peak evening activity. Time limits were adjusted on Wickham Way to balance short- and long-term needs; and wayfinding signage was standardized to align with citywide branding. In addition, mobile payments were introduced through PayByPhone, offering residents and visitors a convenient digital option. These measures have collectively modernized enforcement, improved turnover, and enhanced customer experience. However, the onset of the COVID-19 pandemic significantly disrupted parking patterns and delayed further implementation of key strategies in Montrose. As parking behaviors have shifted in the post-pandemic period, an updated parking study was warranted.
On April 30, 2024, the City Council awarded a new professional services agreement to Transpo Group USA Inc., the same firm that developed the 2019 study. Transpo’s prior experience, familiarity with the area, and established relationships with key stakeholders, along with its strong foundation in public engagement, positioned the firm well to lead this update.
Updated parking data was collected in October and November 2024, consistent with the timeframe and methodology used in 2019. This approach ensured relevant, comparable results and minimized potential discrepancies. Data collected in 2024 shows that overall occupancy levels have decreased compared to 2019; however, localized hot spots persist along Honolulu Avenue and in Montrose Lots 2, 4, 6, and 7, where occupancy regularly exceeds 85%. On-street spaces generally support short-term turnover, with most vehicles staying under three hours, while off-street lots (particularly Lots 4 and 7) show significant long-term use beyond posted limits, suggesting employee 9a3
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parking. This imbalance highlights the need for targeted strategies to preserve customer access while accommodating employee demand.
The study recommends restructuring employee parking by directing it to select off-street lots rather than allowing use of all City-owned parking facilities. Concentrating employee parking in designated locations would better distribute demand, reduce peak congestion in heavily used lots, and preserve more convenient spaces for customers. To further protect high-turnover areas, the report recommends increasing the hourly parking rate along Honolulu Avenue, where occupancy regularly exceeds 85 percent, helping ensure these prime spaces remain available for short-term customer use. In addition, expanding paid parking to portions of Wickham Way and Broadview Drive would help direct employees into designated lots while leaving on-street spaces in front of businesses available for patrons. Together, these measures aim to balance customer access with employee parking needs while supporting the vitality of Montrose’s commercial district.
The study also emphasizes that the parking program should be financially self- sustaining. While the program currently generates revenue, it does not fully cover the costs of operating and maintaining the parking management system. Additional revenue will be needed to support ongoing parking management and future capital improvements. To address this gap, the study evaluated several options for achieving financial sustainability and ultimately recommends implementing paid parking in City- owned parking lots. This approach is consistent with the 2019 parking analysis which was not implemented at that time. Under this recommendation, customers would pay an hourly rate in off-street lots that is lower than the rate on Honolulu Avenue, creating a new revenue stream through parking meters. This strategy would help free up prime on- street and off-street spaces for short-term customer use while generating predictable funding for the parking management program and future capital improvements.
STAKEHOLDERS/OUTREACH
Stakeholder input is essential to determining the most effective strategies to support Montrose’s long-term parking management goals, and continued feedback is encouraged. In May 2025, Transpo presented its initial findings to the Montrose Shopping Park Association (MSPA) and local business stakeholders. Their input and ongoing collaboration were instrumental in refining strategies tailored to Montrose’s unique needs, and in December 2025, presented revised findings that incorporated feedback received on the initial recommendations.
In February 2026, the Transportation and Parking Commission (TPC) also reviewed the report and provided input. Ultimately, both the MSPA and the TPC expressed unanimous support for the parking management strategies outlined in the updated parking analysis including an option for paid off-street parking.
In March 2026, flyers were distributed to businesses within the Montrose Shopping Park area summarizing the study’s findings and inviting additional feedback. 9a4
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FISCAL IMPACT
Implementation of the recommended parking management strategies will cost approximately $50,000 for new parking meters and signs, which was included as a part of the FY 2025-26 budget. No new appropriation is being requested at this time. The City Council-approved funding is outlined below:
Existing Appropriation
Amount Account String Funding Source
$50,000 GL: 43110-4010-PWD-0020
PL: PWD01474AN
Capital Improvement Fund
Department Cost Center Program
Public Works Projects
Staff anticipate additional General Fund revenues of approximately $75,000 annually related to the rate increase and expanded on-street parking meters. Once paid parking is introduced in City-owned parking lots, annual General Fund revenues are projected to increase by approximately $300,000.
ENVIRONMENTAL REVIEW (CEQA/NEPA)
The activity under consideration is categorically exempt as a Class 1 project pursuant to CEQA Guidelines section 15301, which consists, among other things, of the operation, repair, maintenance, or minor alteration of existing public facilities, mechanical equipment, or topographical features, including existing highways and streets, sidewalks, and similar facilities, involving negligible or no expansion of existing or former use.
Moreover, it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment; thus, it is exempt from CEQA pursuant to CEQA Guidelines section 15061(b)(3).
CAMPAIGN DISCLOSURE
Not Applicable
ALTERNATIVES TO STAFF RECOMMENDATION
Alternative 1: Do not pass the motion or introduce the ordinance.
ADMINISTRATIVE ACTION
Submitted by:
Daniel Hernandez, Director of Public Works
Prepared by:
Tad Dombroski, Parking Manager
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Approved by:
Roubik R. Golanian, P.E., City Manager
EXHIBITS/ATTACHMENTS
Exhibit A: Montrose Parking Analysis