ABSTRACT
Ventura, California, is leading the way in rethinking how parking policies can better serve United States cities. In 2010, Ventura took the first steps towards implementing its new comprehensive parking management program by charging for on-street parking. Its historic downtown had not seen paid parking since the early 1970s. In a meeting of the Downtown Parking Advisory Committee, however, everyone agreed that using the pay stations to provide free Wi-Fi for the public would create popular support for the program. The city also established on-street time limits on adjacent streets and a residential parking permit program. The commercial streets now have open parking spaces, traffic congestion has declined, public services have improved, the downtown is cleaner and safer, business has prospered, and everyone has access to free Wi-Fi. Ventura installed parking meters that adjust meter prices in response to parking demand and return the meter revenue to pay for public services.
