City Council
Report
City Council Meeting: June 9, 2026
Agenda Item: 4.E
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To: Mayor and City Council
From: Anuj Gupta, Director of Transportation, Parking Operations (DOT) Subject: Approval of Second Modification to Agreement #10806 With JustPark for Parking Data Analytics Management Services for the Department of Transportation
Recommended Action
Staff recommends that the City Council:
1. Adopt a finding of categorical exemption pursuant to Section 15306 and a finding of no possibility of significant effect pursuant to Section 15061(b)(3) of the California Environment Quality Act (CEQA) Guidelines; and
2. Authorize the City Manager to execute a second modification to agreement #10806 (CCS) in the amount of $258,123 with JustPark, for parking data analytics management services for the Department of Transportation. This will result in a nine-year amended agreement with a new total amount not to exceed $1,964,071, with future year funding contingent on Council budget approval.
Summary
The City of Santa Monica (City) owns and operates approximately 13,000 parking spaces in 42 public parking facilities and 5,800 on-street parking meters across the city.
Locations, unique designs, demand patterns, and technological needs result in various technologies in the City’s parking portfolio, creating 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 and subsequently acquired by JustPark in 2024) for parking data management and analytics services. On May 14, 2024, the City approved a first modification to extend the contract for two oneyear renewal options starting on July 1, 2024, through June 30, 2026. An additional one-year extension is needed to maintain data management and analytics services through June 30, 2027. This will provide staff with additional time needed to either utilize 2 of 5
the proposed analytics software of a potential new parking operator or conduct a new competitive procurement process for these services towards the end of this renewal year.
Discussion
On July 16, 2018, the City published RFP #182 for parking data analytics management services. Out of ten vendors that submitted proposals, Smarking, Inc. (now JustPark) 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 JustPark was due to expire on June 30, 2024. On May 24, 2024, Council approved a first modification of the contract with JustPark to extend the term by two years through June 30, 2026. Staff is requesting a second modification to extend the contract for one additional year. This will allow staff continued access to JustPark’s tools while either activating the parking analytics software of a potential new parking operator or 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:
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• Provide real-time parking occupancy
• Make informed operational and staffing deployment decisions based on 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 assembled by the JustPark system has been paramount in measuring the state of parking revenues, which remain a significant and essential revenue source for the City.
Extending the JustPark contract by one year allows staff to continue to benefit from the established system while undergoing the procurement process for a parking operator.
During this extension period, DOT will determine if a new competitive bid is needed for parking data analytics management.
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Environmental Review
The modification to the agreement is exempt from CEQA pursuant to Section 15306 and Section 15061(b)(3) of the CEQA Guidelines. Section 15306 exempts projects consisting of basic data collection, research, experimental management, and resource evaluation activities which do not result in a serious or major disturbance to an environmental resource. Additionally, the agreement is exempt pursuant to Section 15061(b)(3), 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 - JustPark
Meeting Date Description
02/12/2019 Original award of agreement with Smarking, Inc. for data analytics and management services
05/14/2024 Award of first modification with Parkhub 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 JustPark for data analytics and management services.
Agreement Modification Request
Agreement #
Current Authorized
Amount
FY 2025-26
Modified Request
Amount Dept Account #
Total Revised
Contract Amount
10806 $1,705,948 $258,123 01600004.550010 $1,964,071
Future year funding is contingent on Council budget approval. 5 of 5
Prepared By: Zach Pollard, Parking Manager
Approved Forwarded to Council
Attachments:
A. Staff Report 2.12.19 - Smarking Inc
B. 2024.05.14 Staff Report-5D
C. #OAKS INITIATIVE FORM
D. Levine Act Disclosure Form 2025 -Print