Downtown Santa Rosa Parking and Rate Adjustments
City of Santa Rosa
Finance Department, Parking Division
November 4, 2025
1 Current
Issues Facing
Parking
Enterprise
Fund
• First-Hour-Free Parking has not incentivized garage
use over street parking. Premium Zone occupancy is
higher since implementation of First-Hour-Free,
generating a large deficit in garage revenue
• First-hour-free increases loitering and safety issues in the garage
• Voucher use at all time low
• Validation program is only being used by two
companies, and only for employee parking
• 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 Summary of
Parking
Issues
-
MTC Focus
Group
• Employees find it difficult to access affordable long-term parking.
Business owners pay high costs for employee parking, and some employees are forced to park far from their workplaces. • Safety in parking garages, particularly at night, was a significant concern, with reports of homeless individuals, car break-ins, and poor lighting.
• Participants noted difficulties with finding available parking, especially near businesses and during peak times. Construction workers take up spaces early in the day which also impacts availability.
• Visitors, especially seniors, find parking signage unclear, particularly around the use of kiosks and long-term parking options. Many participants noted frustration with inconsistent parking rules across different zones.
• Confusion around inconsistent pricing, limited hours for metered parking, and dissatisfaction with the cost, particularly for longer stays and for employees who have to park regularly.
• Few businesses offer parking validation, which could help drive more foot traffic to downtown. There is also a lack of incentives for employees to use parking garages instead of occupying street parking.
Santa Rosa MTC Parking Study Focus Group Report, 2024
3 4
Community
Engagement
Survey
-
MTC Grant
with TYLin
and Convey
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)
What is your main priority when it comes to
parking?
Total responses: 1572
Study
Recommendations
Other Parking
Division Priorities
6. Curb management - identifying shared
parking spaces for delivery drivers and
rideshare vehicles
7. EV implementation
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
5 Parking Meter Fees
Progressive Parking Model: The Parking Division’s goal is to set the prices to achieve 85% occupancy in the Premium and Value Zones.
An occupancy rate of 85% means each block has a couple of open spaces at any given time, giving parkers the choice to park close and pay a bit more, or park a few blocks away and save some money.
- Reduces GH Emissions via circling for spots
- Parking fees invested back into the community for improvements Meter rates were last updated in 2018 when the Progressive Parking Model was adopted. 6 Premium Zone Occupancy
Railroad Square – Reaches Peak Occupancy
(over 95%) 1pm through dinner, Thur-Sat
Central Parking – Reaches Peak Occupancy
(over 95%) 2pm through Dinner, Mon-Sat
7 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 8 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)
Makes less than 60% of Sonoma County Median
Income, currently $30
$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
9 Proposed Lot Permit Fees/Downtown & Railroad Square
Type of Permit Current Fee (Monthly) Proposed Fee (Monthly) Lot 2
(near capacity, closer than garages, high demand, sold
and spaces to be replaced when developed)
$95 $95
Lot 6 (Permit Only) $62 $62
Lot 7
(under capacity, currently on list to be developed) $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)
Railroad Square Daytime Employee Permit During
Meter Hours Only. Incorporate separate Morgan
Street permits as same permit.
$50 $25
SMART Commuter L14
(cannot park in reserved evening spaces past 5pm) $31 $25 10 Proposed New Permit Fees/Types for New Residential
Development and Changes to RPP Fees
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 Downtown Garage –
(ie, 420 Mendo Apts) 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 Apartments Evenings 5pm – 9am
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 11 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
from following
areas
• 600 Block of 1st Street
• 600 Block of Sonoma
Ave
• 900 Block of 7
th 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
• 6
th Street in RRSQ
12 Proposed Validation Program Incentive
• Replace First Hour free with a targeted incentive for people coming to stores, restaurants and businesses downtown.
• First Hour Free safety issues include loitering, vandalism, and other crimes. People have access to garage for purposes other than parking and visiting downtown. • City works with Metro Chamber to onboard accounts into Validation system (outreach, trainings, support)
• City will offer $30 of free validations a month to businesses using the validation system.
• Parking will work on collaborations with DAO and RRSQ boards to support businesses
• Cost of program to the Parking Enterprise Fund will be approximately $5400 a year 13 Parking
Citation
Fines
• Citation Fines were last
increased in 2012
• Citation processing costs
the City $93,000 each year
• California Vehicle Code
CVC 40203.5 (a) states “to
the extent possible, issuing
agencies within the same
county should standardize
parking penalties”
• 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
• County - General Fund Pkg
Assessment, Courthouse
Construction Fund, Criminal
Justice Facilities Construction
Fund: $5.00
(GC 76000(c)), (GC 76100), (GC
76101)
• State - Immediate & Critical
Needs Construction Fund, Court
Facilities Construction Fund, Trial
Court Trust Fund $7.50
(GC 70372(b)), (GC 70372(b)), (GC
76000.3)
14 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
15 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
16 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
17 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
4 Nov. 2025
Public Hearing
1 Jan. 2026
Implementation
18 Questions?
19