ABSTRACT
Charging the right price for curb parking makes perfect sense theoretically, but it is tough to sell politically. In 2009, the city adjusted the prices for Old Pasadena's 690 parking meters to better manage curb parking. Curb parking revenue needs the right recipient to generate political support for demand-based prices. In commercial areas, Business Improvement District are logical recipients of this revenue. Older business districts are like shopping malls without ample free off-street parking. Merchants may fear that charging for curb parking in these business districts will drive customers away, but earmarking the revenue to pay for increased public services can mitigate these concerns and create the necessary political support for parking meters. Pasadena's experience shows how parking meters with local revenue return can help improve public services, the built environment, and the visitors' experience. Right-priced curb parking can therefore improve the customer experience and attract more visitors who spend more money while shopping.
