ABSTRACT
The partnership has put its logo on every parking meter, explaining that its purpose is "Turning Small Change into Big Changes." Returning the revenue generated by the district to the district for the district can convince merchants and property owners to support the idea of market-priced curb parking. Cruising for free curb parking congests the streets, and everyone complains about the parking shortage. Right-priced curb parking can spread in the same way that parking meters spread after their debut in 1935. Curb parking revenue is a benefit in search of a beneficiary: the funds need the right recipient to generate political support for market prices. The area sank into decline during the Depression and, after the war, the narrow storefronts and lack of parking led many merchants to seek larger retail spaces in more modern surroundings. Returning the revenue to Old Pasadena was part of the bargain that created the necessary political support to install parking meters.
