October 31, 2005
COMMENTARY: The white stripes | Cities can support local businesses through strategic parking planning
By Vinal Applebee And Richard A. Rich
Vice president, Ames A/E, Bangor
Director of parking planning services, Rich and Associates, Southfield, Mich.
Many Maine communities are looking for new ways to support local business development and growth. They have explored a variety of options, from tax breaks for businesses to the creation of enterprise zones, with varying degrees of success.
There is, however, one potentially powerful strategy that is often overlooked: parking planning. Through strategic ˆ and creative ˆ parking planning, city planners can support local businesses by making it more convenient, cheaper and safer for customers and workers to access retail and commercial locations.
Parking planning is particularly important in urban areas that compete against suburban communities for both retail and commercial business. The suburbs generally have the advantage of surplus space, or at least more space than is generally available in an urban setting. As a result, suburban areas can often provide free parking and other amenities that make life easier for residents and visitors.
A strategic parking plan can be the great equalizer, helping cities and larger towns overcome this disadvantage. By taking a strategic approach to planning, city planners can gain control over parking behavior. They can support local businesses by encouraging drivers to travel to retail areas that need support, or they can make it easier for employees of companies located in the city to get to and from work.
Pricing is an important component of any strategic plan, particularly for cities wishing to support retail business. By developing parking rate strategies that establish different prices in different zones of the city, municipal planners can better manage supply and influence parking behavior.
For instance, charging higher rates in core downtown areas and gradually reducing rates away from commercial centers can dissuade long-term parkers from using parking in valuable core areas. Such a plan encourages long-term parkers to utilize spaces that are located away from retail businesses, making it easier for shoppers to find convenient spaces that might otherwise have been used by local residents and employees of area businesses.
Cities also can use parking strategies to attract and support local professional businesses. There are a number of considerations whenever a business is trying to choose between an urban and suburban location, including tax issues (which often put cities at a disadvantage) and the availability of local resources like restaurants and entertainment venues (which is generally a significant advantage).
Convenience is also an important issue. Businesses want their employees and visitors to be able to get to and from their locations as conveniently as possible. Municipal planners can make the parking experience more convenient by offering companies subsidized parking in municipal parking structures. This is just one small touch that can make the urban experience much more convenient for businesses.
First things first
As useful as parking planning can be for cities in their efforts to support existing businesses and lure new ones, it can't be done haphazardly. To be successful, it must be strategic. There are three basic steps to any successful strategic parking plan: research, strategic planning and communication.
1. Research
City planners must have a complete understanding of existing parking behavior before creating a parking plan. A parking study, which typically includes observational techniques and interviews with parkers, local business owners and other stakeholders, is the best way to get these answers. Through such a study, parking planners can compile the information they need to develop an effective parking plan.
It is also often important to study existing roadways to observe the current efficiency of the traffic network and determine whether there are any deficiencies. It doesn't do any good to fix a parking problem only to create a new problem for the local traffic network. Traffic engineers should review areas where parking is being developed to see how a new parking area will affect the roadways and look at alternatives, including traffic signal modification or adapting two-way roadways into one-way streets. At a minimum, it is often necessary to add directional signs for drivers heading to and from parking areas.
2. Strategic planning
If the research shows that change is necessary, strategic planning becomes imperative. Municipal officials should proceed strategically to assure that parking allocation is appropriate based on downtown land uses and that parking rate schedules are set properly to manage supply effectively. There is a delicate balance to be achieved, and it can only be realized through a strategic planning process. Parking planners have numerous models at their disposal to determine how rates will impact parking behavior.
3. Communication
No matter how well a city addresses the research and strategic planning phases, communication is vital. It is essential for officials to explain to the community at large what their parking plan is comprised of, and why. Planners must also clearly explain the various parking options that are available to make sure drivers know where they are expected to park.
There are a number of strategies that can be pursued to get the word out about a parking plan. Signage is essential, particularly for plans designed to manage long- and short-term parking behavior. Effective signage can be a powerful tool for letting drivers know what their parking options are and directing them to appropriate parking areas. Other strategies, such as direct mail and municipal parking websites, also can be used effectively to inform drivers where they should park.
Public relations also can be a very effective strategy. By working with local editors and reporters, municipal planners can use the media to educate the public about the city's parking program, as well as publicly demonstrate to local businesses their commitment to supporting those businesses.
A competitive edge
Sometimes, however, a new parking plan is not enough. If a parking study finds that there isn't sufficient parking to support current needs, or anticipated needs from the addition of new businesses, city planners must determine how to meet that additional need. Often, this means increasing supply by developing new lots or structures.
There are several design factors to take into consideration when developing new parking. The size, location and architecture of a parking structure can have a significant influence on the very nature of a downtown area; these items must be considered closely to assure that new parking realizes its potential.
1. Size
The first consideration in the development of a new parking facility is capacity. Parking should be designed to meet both current need and anticipated requirements over a proper planning period. It is critical to properly size new parking, because building too much or too little can have devastating economic and financial consequences. Cities that build too much parking end up spending more money than necessary for both development and maintenance. Conversely, those that create too little invariably fail to meet their needs, and as a result don't adequately support local businesses. In addition, they often have to revisit their parking problems too soon.
2. Location
The location of parking is another key consideration. Since convenience is an important determinant of whether a parking plan is successful, it only makes sense that a new parking facility's location will impact its success as a business development tool.
If parking is located too far from a local business district, its usefulness is minimized. Why would shoppers drive into the city if they have to walk long distances between stores and their cars, arms loaded with packages?
Generally, parking planners try to provide parking within three or four city blocks of the establishments being served by the parking structure. This assures patrons a comfortable and convenient walking distance between their vehicles and the stores they are patronizing.
Of course, if the retail district is too large to assure sufficiently short walking distances, city planners may be faced with a choice: develop one large structure and force some people to walk greater distances, or create two smaller structures that can be strategically located to provide a universally convenient experience. While developing two structures may be the ideal, land availability and financial limitations may not permit this approach. Ultimately, these decisions must be based upon the unique requirements ˆ and challenges ˆ presented by each city.
3. Architecture
Architecture has become increasingly important as parking has become a vital part of the urban fabric. Because of recent advances in design approaches and construction techniques, we are seeing the end of the standard gray concrete parking structure.
Today, designers can create structures with virtually any type of façade. It doesn't matter if a city's predominant architectural theme revolves around brick, granite, marble, steel, glass or concrete. Today, parking façades can reflect virtually any architectural personality.
There is no reason for any parking structure to stand out like a sore thumb. If a new parking structure is intended to play an important part in a neighborhood's resurgence or continued success, it should look as attractive as the local businesses it is supporting.
Of course there are a number of additional parking design considerations that must be addressed, including traffic flow, ramps, operations and security. But when it comes to supporting and promoting local businesses, size, location and appearance play huge roles in determining whether a parking facility is successful.
Parking planning can be a powerful resource. Unfortunately, for most municipal planners it goes untapped. Through strategic planning, administrators can make it more convenient and pleasant for shoppers to patronize local stores, and employees of local companies to get to and from work. Ultimately, an effective parking plan can provide an important competitive edge for cities in their efforts to support local business and attract new ones.
Director of parking planning services, Rich and Associates, Southfield, Mich.
Many Maine communities are looking for new ways to support local business development and growth. They have explored a variety of options, from tax breaks for businesses to the creation of enterprise zones, with varying degrees of success.
There is, however, one potentially powerful strategy that is often overlooked: parking planning. Through strategic ˆ and creative ˆ parking planning, city planners can support local businesses by making it more convenient, cheaper and safer for customers and workers to access retail and commercial locations.
Parking planning is particularly important in urban areas that compete against suburban communities for both retail and commercial business. The suburbs generally have the advantage of surplus space, or at least more space than is generally available in an urban setting. As a result, suburban areas can often provide free parking and other amenities that make life easier for residents and visitors.
A strategic parking plan can be the great equalizer, helping cities and larger towns overcome this disadvantage. By taking a strategic approach to planning, city planners can gain control over parking behavior. They can support local businesses by encouraging drivers to travel to retail areas that need support, or they can make it easier for employees of companies located in the city to get to and from work.
Pricing is an important component of any strategic plan, particularly for cities wishing to support retail business. By developing parking rate strategies that establish different prices in different zones of the city, municipal planners can better manage supply and influence parking behavior.
For instance, charging higher rates in core downtown areas and gradually reducing rates away from commercial centers can dissuade long-term parkers from using parking in valuable core areas. Such a plan encourages long-term parkers to utilize spaces that are located away from retail businesses, making it easier for shoppers to find convenient spaces that might otherwise have been used by local residents and employees of area businesses.
Cities also can use parking strategies to attract and support local professional businesses. There are a number of considerations whenever a business is trying to choose between an urban and suburban location, including tax issues (which often put cities at a disadvantage) and the availability of local resources like restaurants and entertainment venues (which is generally a significant advantage).
Convenience is also an important issue. Businesses want their employees and visitors to be able to get to and from their locations as conveniently as possible. Municipal planners can make the parking experience more convenient by offering companies subsidized parking in municipal parking structures. This is just one small touch that can make the urban experience much more convenient for businesses.
First things first
As useful as parking planning can be for cities in their efforts to support existing businesses and lure new ones, it can't be done haphazardly. To be successful, it must be strategic. There are three basic steps to any successful strategic parking plan: research, strategic planning and communication.
1. Research
City planners must have a complete understanding of existing parking behavior before creating a parking plan. A parking study, which typically includes observational techniques and interviews with parkers, local business owners and other stakeholders, is the best way to get these answers. Through such a study, parking planners can compile the information they need to develop an effective parking plan.
It is also often important to study existing roadways to observe the current efficiency of the traffic network and determine whether there are any deficiencies. It doesn't do any good to fix a parking problem only to create a new problem for the local traffic network. Traffic engineers should review areas where parking is being developed to see how a new parking area will affect the roadways and look at alternatives, including traffic signal modification or adapting two-way roadways into one-way streets. At a minimum, it is often necessary to add directional signs for drivers heading to and from parking areas.
2. Strategic planning
If the research shows that change is necessary, strategic planning becomes imperative. Municipal officials should proceed strategically to assure that parking allocation is appropriate based on downtown land uses and that parking rate schedules are set properly to manage supply effectively. There is a delicate balance to be achieved, and it can only be realized through a strategic planning process. Parking planners have numerous models at their disposal to determine how rates will impact parking behavior.
3. Communication
No matter how well a city addresses the research and strategic planning phases, communication is vital. It is essential for officials to explain to the community at large what their parking plan is comprised of, and why. Planners must also clearly explain the various parking options that are available to make sure drivers know where they are expected to park.
There are a number of strategies that can be pursued to get the word out about a parking plan. Signage is essential, particularly for plans designed to manage long- and short-term parking behavior. Effective signage can be a powerful tool for letting drivers know what their parking options are and directing them to appropriate parking areas. Other strategies, such as direct mail and municipal parking websites, also can be used effectively to inform drivers where they should park.
Public relations also can be a very effective strategy. By working with local editors and reporters, municipal planners can use the media to educate the public about the city's parking program, as well as publicly demonstrate to local businesses their commitment to supporting those businesses.
A competitive edge
Sometimes, however, a new parking plan is not enough. If a parking study finds that there isn't sufficient parking to support current needs, or anticipated needs from the addition of new businesses, city planners must determine how to meet that additional need. Often, this means increasing supply by developing new lots or structures.
There are several design factors to take into consideration when developing new parking. The size, location and architecture of a parking structure can have a significant influence on the very nature of a downtown area; these items must be considered closely to assure that new parking realizes its potential.
1. Size
The first consideration in the development of a new parking facility is capacity. Parking should be designed to meet both current need and anticipated requirements over a proper planning period. It is critical to properly size new parking, because building too much or too little can have devastating economic and financial consequences. Cities that build too much parking end up spending more money than necessary for both development and maintenance. Conversely, those that create too little invariably fail to meet their needs, and as a result don't adequately support local businesses. In addition, they often have to revisit their parking problems too soon.
2. Location
The location of parking is another key consideration. Since convenience is an important determinant of whether a parking plan is successful, it only makes sense that a new parking facility's location will impact its success as a business development tool.
If parking is located too far from a local business district, its usefulness is minimized. Why would shoppers drive into the city if they have to walk long distances between stores and their cars, arms loaded with packages?
Generally, parking planners try to provide parking within three or four city blocks of the establishments being served by the parking structure. This assures patrons a comfortable and convenient walking distance between their vehicles and the stores they are patronizing.
Of course, if the retail district is too large to assure sufficiently short walking distances, city planners may be faced with a choice: develop one large structure and force some people to walk greater distances, or create two smaller structures that can be strategically located to provide a universally convenient experience. While developing two structures may be the ideal, land availability and financial limitations may not permit this approach. Ultimately, these decisions must be based upon the unique requirements ˆ and challenges ˆ presented by each city.
3. Architecture
Architecture has become increasingly important as parking has become a vital part of the urban fabric. Because of recent advances in design approaches and construction techniques, we are seeing the end of the standard gray concrete parking structure.
Today, designers can create structures with virtually any type of façade. It doesn't matter if a city's predominant architectural theme revolves around brick, granite, marble, steel, glass or concrete. Today, parking façades can reflect virtually any architectural personality.
There is no reason for any parking structure to stand out like a sore thumb. If a new parking structure is intended to play an important part in a neighborhood's resurgence or continued success, it should look as attractive as the local businesses it is supporting.
Of course there are a number of additional parking design considerations that must be addressed, including traffic flow, ramps, operations and security. But when it comes to supporting and promoting local businesses, size, location and appearance play huge roles in determining whether a parking facility is successful.
Parking planning can be a powerful resource. Unfortunately, for most municipal planners it goes untapped. Through strategic planning, administrators can make it more convenient and pleasant for shoppers to patronize local stores, and employees of local companies to get to and from work. Ultimately, an effective parking plan can provide an important competitive edge for cities in their efforts to support local business and attract new ones.
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