City Council
Report
City Council Meeting: May 14, 2024
Agenda Item: 5.D
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To: Mayor and City Council
From: Anuj Gupta, Director of Transportation, Parking Operations (DOT) Subject: Approval of Modification for Contract Extension and Additional Funding for Parking Data Analytics Management Services with ParkHub Recommended Action
Staff recommends that the City Council:
1. Adopt a finding of no possibility of significant effect pursuant to Section 15061(b)(3) of the California Environment Quality Act (CEQA) Guidelines;
2. Authorize the City Manager to negotiate and execute a first modification to agreement #10806 (CCS) in the amount of $486,948 with ParkHub, for parking data analytics management services for the Department of Transportation. This will result in a seven-year agreement with a new total amount not to exceed $1,705,948, with future year funding contingent on Council budget approval.
Summary
The City owns and operates approximately 13,000 parking spaces in 42 public parking facilities and 5,600 on-street parking meters across the city. Locations, unique designs, demand patterns, and technological needs resulted in different technologies in the City’s parking portfolio, bringing on the need to capture vast amounts of data into one holistic data analytics platform. On February 12, 2019, the City awarded a five-year contract to Smarking, Inc. (acquired by ParkHub in 2022) for parking data management and analytics services. Two renewal options of two years each were included in the Request for Proposals (RFP) but were omitted in the February 2019 staff report and the executed agreement. To have continuity of customized and specialized data integration services provided by ParkHub and to facilitate the forthcoming Walker Parking Study that will utilize ParkHub data, staff is recommending a modification to extend the contract for two one-year renewal options starting in FY 2024-25. This will provide staff 2 of 5
with a reasonable timeframe to conduct a new competitive procurement process towards the end of these two renewal years.
Discussion
On July 16, 2018, the City published an RFP for parking data analytics management services. Out of ten vendors that submitted proposals, Smarking, Inc. (now ParkHub) was selected due to its deep understanding of parking dynamics, experience in working with many different parking and revenue control systems, and its ability to deliver the functionalities required by the City.
The RFP was published requesting proposals for an initial term of five years with two options for renewal of two years each, to be exercised at the City’s sole discretion.
However, the renewal options were omitted during the submission of the staff report in February 2019 and subsequently in the executed agreement. The five-year agreement with ParkHub is due to expire on June 30, 2024. Staff is requesting a modification to extend the contract for two one-year renewal options instead of the two two-year renewal options stated in the RFP. This allows staff continued access to ParkHub’s tools while conducting a new competitive procurement process for a parking data analytics management service.
The City currently uses four customized parking access and revenue control systems that provide payment options and access to City-owned facilities and on-street parking meters. These different systems (Skidata for most parking structures and the Pier deck parking lot, IPS parking meters, T2 pay stations at surface lots, and HiTech at the Beach Lots) process and produce massive quantities of data needed for reporting revenues and utilization. ParkHub merges the City’s parking data from the various technology systems into one holistic data analytics platform that presents the data in a single, consistent tabular and graphical format. The tools provided by ParkHub allow staff to:
• Provide real-time parking occupancy
• Make informed operational and staffing deployment decisions based on 3 of 5
peak occupancy and occupancy contribution analysis (e.g. transient parkers versus monthly parkers), improving customer service for residents and visitors using the City’s parking facilities
• Provide policy makers the information to make data-driven decisions based on historical and real-time usage that clearly represents parking behavior throughout the City
• Improve accuracy in gathering and reporting parking data to stakeholders • Measure and report on the results of policy and pricing decisions more frequently in highly useful graphical and tabular formats
• Make the City’s parking data more accessible and transparent for use by other City departments and the public
• Make improved land use decisions to strategically repurpose underutilized parking into higher and better uses
• Analyze parking demand for each facility and over various time frames, and propose demand-responsive parking pricing strategies to manage the weekday and weekend demands
• Compare historic data to current usage for budget and forecast purposes • Provide a singular source for data to be used for parking supply, demand, operation, management, parking rates, and best practices studies.
Parking data information assembled by the ParkHub system has been paramount in measuring the state of parking revenues, which remain a significant and essential revenue source for the City.
Extending the ParkHub contract by two one-year renewal options allows staff to continue to benefit from the established ParkHub system while delaying the lengthy process of procuring a new vendor and implementing a new vendor’s data analytics system. The existing ParkHub data analytics system is a valuable tool for staff, and its continued seamless use into the proposed extra contract modification years is staff’s preferred option. This also gives staff ample time to begin a new RFP process well before the end of these two additional contract years, ensuring that if a different data 4 of 5
analytics provider is selected, there would be plenty of overlap time with ParkHub to transition the data from one platform to another.
On March 19, 2024, Council approved the award of a comprehensive parking study contract to Walker Parking Consultants/Engineers (Walker). In this study, Walker will evaluate parking supply, demand, operation, management, parking rates, and best practices with a combination of on-the-ground parking data collection and aggregated data organized by ParkHub. The results of the study will assist the City in making informed planning, financial, and operational decisions on City-owned parking facilities.
Walker will need frequent access to the ParkHub data available to complete their study.
Modifying and extending their contract allows the City to efficiently complete the study as opposed to performing the study while bringing on a new data analytics company and conducting a parking study during the transition to a new data analytics provider.
Environmental Review
The modification to the agreement is exempt from CEQA pursuant to Section 15061(b)(3) of the CEQA Guidelines, which states that CEQA does not apply “where it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment.” The agreement for parking data analytics and management services would not result in adverse physical impacts on the environment, and as such, is exempt from CEQA.
Past Council Actions
Meeting Date Description
02/12/2019 Original award of agreement with Smarking, Inc. for data analytics and management services
Financial Impacts and Budget Actions
Staff seeks authority to approve available funding from the General Fund to increase the amount of the agreement with ParkHub for data analytics and management services.
Agreement Modification Request
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Agreement #
Current Authorized
Amount
FY 2024-25
Modified Request
Amount Dept Account #
Total Revised
Contract Amount
10806 $1,219,000 $486,948 01600004.550010 $1,705,948
Future year funding is contingent on Council budget approval.
Prepared By: Joyce Perez, Principal Administrative Analyst Approved Forwarded to Council
Attachments:
A. Award RFP to Smarking, Inc. for Parking Data Analytics Management Services (Web Link)
B. CT 10806 Executed Contract
C. Levine Act 04.2024
D. Oaks 04.2024