Downtown Santa Rosa Parking
and Rate Adjustments
Study Session
City of Santa Rosa
Finance Department, Parking Division
September 9, 2025
1 Current
Issues Facing
Parking
Enterprise
Fund
• First-Hour-Free Parking has not incentivized garage
use over street parking while showing increases
loitering and safety issues in the garage
• Voucher use at all time low/Validation program low
use
• Safety concerns require funds and staffing to address • Revenues have not to returned to pre-covid levels,
although expenditures continue to rise.
• Requests for residential development permit options
• Increase in requests for enforcement in residential
permit program zones with staffing limitations
2 Employee Parking
• Limited affordable long-term
options
• Some employees park far from
work
• Employers pay high parking costs
Garage Safety
• Concerns about poor lighting, car
break-ins, and loitering
• Nighttime safety issues reported
frequently
3 Summary of
Parking
Issues
-
MTC Focus
Group
Downtown Parking
Management Study
Engagement Summary Report
2025
4 Summary of
Parking
Issues
-
MTC Focus
Group
Downtown Parking
Management Study
Engagement Summary Report
2025
Other Concerns
• Parking availability, especially in
peak hours and construction zones
• Inconsistency across zones, hours,
and incentives
• High cost for long stays
• Clear signage
• Few businesses offer parking
validation
22.80%
22.50%
19.60%
17.50%
6.40%
4.30%
4%
2.90%
Distance to destination
Availability of parking spaces
Safety and security
Price
Ease of payment
Other
Familiarity with the facility or parking location
Accessibility (ADA)
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
SURVEY: What is your main priority when it
comes to parking?
5 Total responses: 1572
Study Recommendations
6 1. Revised public parking fee structure
2. New residential fee schedule
3. Construction management planning amendments
4. Wayfinding
5. Garage space allocation for employees working in
downtown and railroad square
Other Parking Division Priorities
7 6. Curb Management – identifying shared parking spaces for delivery drivers and rideshare
7. EV implementation
Parking Meter Fees
Santa Rosa Progressive Parking Model
- Keep on-street occupancy around 85%
- Higher rates in busy zones, lower rates in less used areas - Reduces GH Emissions via circling for spots
- Parking fees invested back into the community for
improvements
Current meter rates were last adjusted when the Progressive Parking Model was adopted in 2017.
8 Railroad Square – Reaches
Peak Occupancy (over 95%)
1pm through dinner, Thur-Sat
Central Parking – Reaches
Peak Occupancy (over 95%)
2pm through Dinner, Mon-Sat
9 Proposed Hourly Fee Changes
Parking Availability & Pricing
Rates
Capacity Current Capacity Proposed Pricing
(Hr)
On-Street (Visitor)
Premium & Depot Lot 449 $1.50 520 $2.50
Value 718 $1.00 531 $1.50
Free** n/a 187 $0.00
Off-Street
(Visitor)
Lots
Premium Lots
(Lots 10 & 11) 187 $1.50 138 $2.00
Value Lots
(Lots 2, 4, 7) 278 $1.00 278 $1.50
Economy Lots 13 & 14 in
RRSQ 155 $1.00 155 $1.00
Garage Value 2834 $.70* 2834 $1.00
*Adjusted for variable prices in each garage (.50 to 1.00) ** 158 Meters in outer Value Zone have been identified to move to timed parking, including Sonoma & 1st St 10 Proposed Garage Permit Fee Changes
Type Current Fee
(Monthly)
Proposed Fee
(Monthly)
Evening Employees
(3pm to 1am) $10 $10
Discount for New Business Accounts
(terms in development) N/A $25
Low-wage Permits – All Garages
(Currently in G1 and G12) $31 $25
Part-Time Permits – All Garages
monthly garage use capped at 96 hours N/A $25
Unreserved Permit
G’s 1, 3, 9, 12 $62-$95 $60
Unreserved Permit G5 $120 $120
Reserved Permit All Garages $135 - $160 $160
11 Proposed Lot Permit Fees
Type of Permit Current Fee (Monthly) Proposed Fee
(Monthly)
Lot 2 $95 $95
Lot 6 (Permit Only) $62 $62
Lot 7 $85 $70
Lot 13/14 is near capacity in evenings and shared use needed for residential permits for Stewart Cannery Apts, New Residential Permit for Cannery added on Next Slide Lots 13 and 14 (under Hwy 101) $50 $25
SMART Commuter L14 $31 $25
12 Proposed New Permit Fees & Changes to RPP
Type of Permit Current Fee
(Monthly)
Proposed Fee
(Monthly)
Permit Spaces for 800 Block of 4th & Hope St for 888 Apts n/a $80 Residential Unreserved Garage permits for new developments n/a $60 Residential Reserved Downtown Garages* n/a $120
Lot 13 (Between 3rd and 4th)
Residential Reserved Spaces in Lot 13 for the Stewart Cannery n/a $50 Residential Permit Program
change from transaction to vehicle fee
$20 per
transaction $30 per vehicle
Approximate Change in Revenue to Parking Fund – Net Total $1,033,039 *None currently planned, but anticipating need for upcoming developments near Garage 3 13 Free Parking Options
In all meters,
lots and
garages
• Free Sundays, Free
City/State/Federal
Holidays
• Currently there is a
mix of locations that
offer free Sundays
Removing
meters
• 600 Block of 1st Street
• 600 Block of Sonoma
Ave
• 900 Block of 7th Street
• 800 Block of 5th Street
• 200, 300 and 400
Blocks of Morgan St
Meters
already
removed
• 400 Block of Riley
Street for
developments
• A Street in front of
Caritas House
• 6th Street in RRSQ
14 Proposed Validation Program Incentive
• Replace First Hour free with a targeted incentive for people coming to stores, restaurants and businesses
downtown.
• City will offer $30 of free validations a month to
businesses using the validation system.
• DAO considering options for additional funds and
how to support (outreach/onboarding).
• Cost of program to the Parking Enterprise Fund appx.
$5400 a year
15 Parking
Citation
Fines
• Citation Fines were last increased in
2012
• Citation processing costs the City
$93,000 each year
• A $12.50 surcharge is paid to the
County of Sonoma and State of
California for every citation (regardless
of fine amount) – average $300,000
each year (GC 76000(c)), (GC 76100),
(GC 76101), (GC 70372(b)), (GC
70372(b)), (GC 76000.3)
16 Citation Revenue and Expenses
Revenue 21/22 22/23 23/24
Gross Citation Revenue $1,164,004 $1,583,423 $1,446,734 County/State Surcharge Fees ($253,663) ($306,800) ($322,038) Refunds/Adjudication ($19,495) ($31,102) ($25,673)
Returned Checks ($320) ($355) ($690)
Revenue $890,526 $1,245,167 $1,098,334
Expenses 21/22 22/23 23/24
Salaries and Benefits $623,939 $768,344 $836,475
Citation Processing Contract $92,022 $104,493 $82,210
Enforcement Operational Costs (uniforms,
equipment, supplies) $137,031 $141,375 $145,696
Total Expenses $852,992 $1,014,212 $1,064,380
Net Revenue $37,534.49 $230,955 $33,953
17 Proposed Fine Increases
Violation
Current
Fine
Amount
Avg. Annual
Citations
Estimated
Revenue
Proposed
Fine
Amount
Estimated
Revenue
Expired Meters $35 21,871 $765,473 $50 $1,093,533
Overtime Parking $40 3,375 $135,013 $55 $185,643
Not within Designated Space $40 403 $16,107 $55 $22,147 Parallel Parking & Vehicle Facing
Wrong Way $40 269 $10,760 $55 $13,450
Permit Use Violation $40 107 $4,293 $55 $5,903
Unattended Vehicle w/ Motor
Running $40 28 $1,120 $55 $1,540
Parking over 72 hrs – Facility $40 23 $907 $55 $1,247
Yellow Curb/Loading Zone $50 739 $36,933 $65 $48,013
Unpaid Fee at Attended Facility $50 278 $13,917 $65 $18,091 White Curb/Passenger Loading $50 87 $4,350 $65 $5,655
18 Proposed Fine
Increases
Note: Processing Costs and
Surcharge Fees are dependent
on number of citations issued
and not dependent on citation
fees. Number of citations issued
are dependent on staffing and
can vary due to vacancies and
turn-over.
Average Yearly
Collection Rate 86%
Current Revenue
Estimate $1,324,069
Projected Revenue ($15
increase on citations
$35-$50)
$1,674,687
Additional Revenue to
General Fund $350,618
19 Rate Adjustment Schedule
June 2025
Presentation to
Downtown Action
Organization
Aug. 2025
Presentation to Historic
Railroad Square
Association
9 Sep. 2025
Presentation to City
Council in Study Session
Fall 2025
Public Hearing
1 Jan. 2026
Implementation
20 Questions?
21