A UCLA urban planning professor told Santa Rosas City Council Tuesday he has the the answer to critics who say they dont shop downtown because its the one Sonoma County city that charges for parking.
His solution: charge more.
But Donald Shoups answer, however, was a bit more detailed than that.
He said that in Old Pasadena, where a 15-block section had deteriorated into slum-like conditions, an economic renaissance was fueled by charging more for popular parking spaces sought by shoppers and tourists and lower fees for spaces farther away.
It turned from a skid row to a highly popular shopping area, said Shoup, the author of a book called The High Cost of Free Perking.
Shoups book questions traditional municipal parking policies that emphasize the need to build acres and acres of parking to entice commercial and industrial development.
Shoup said the idea of adding hundreds of parking meters to the retail streets of Old Pasadena and substantially raising hourly rates on the most highly sought-after spaces initially was opposed by the city political and business leaders.
But Shoup said that resistance dissipated amid promises that a share of the increased parking revenues would be shared with the neighborhoods in which they were collected.
That money was used to bolster renovation efforts that included weekly sidewalk steam cleanings and landscaping and other pedestrian-friendly improvements that turned Old Pasadena into a place-to-be for shoppers, tourists and new businesses, he said.
The city not only reaped more parking revenues but sales taxes as well, he said.
Shoup, who earlier toured downtown Santa Rosa, said it was his impression that there is a fair amount of parking in Santa Rosa.
He said cities often claim they dont have the enough parking to entice new retail and industrial development but that its his belief the issue isnt we dont have too few parking places but that we mismanage them.