City of Culver City, California
City Council Agenda Item Report
RECOMMENDATION:
Staff recommends the City Council adopt a Resolution establishing the Downtown
Valet Parking Program and related Program fees; and (2) consider the fee waiver
request from the Downtown Business Association related to the Valet Parking Pilot
Program.
BACKGROUND:
On April 21, 2008, the City Council authorized the implementation of a pilot valet
parking program in the Downtown area and authorized staff to work with a business
association for its implementation. The pilot program was authorized for six months
with a three month extension. Subsequently, the Downtown Business Association
(DBA) submitted an application to the Engineering Division to sponsor a valet
parking contractor during the trial period. After all documentation requirements were
satisfied, as per the adopted pilot program regulations, the DBA and their valet
parking contractor commenced work in the Downtown area. (The staff report of April
21, 2008 and the Valet Parking Pilot Program (Program) regulations are attached for
your reference.)
During this trial period stakeholders expressed a desire for changes to the Program.
The DBA and the valet contractor requested shorter transit routes between the pick-
up points and the private parking lots used for valet parking in order to increase valet
expediency and decrease costs. Staff approved the addition of a parking lot and the
proposed transit route to and from the new parking lot, which accomplished the
desired outcome. Also the DBA requested to relocate a pick-up point from Watseka
Avenue to Washington Boulevard, in order to obtain greater visibility. Staff did not
Meeting Date: 06/22/09 Item Number: A-2
AGENDA ITEM: (1) Adoption of a Resolution Establishing the Downtown Valet
Parking Program Procedures and Regulations and Related Program Fees; and (2)
Consideration of a Fee Waiver Request from the Downtown Business Association
Related to the Valet Parking Pilot Program.
Contact Person/Dept.: Gabe Garcia/PW Phone Number: (310) 253-5633
Fiscal Impact: Yes [] No [X] General Fund: Yes [] No [X]
Public Hearing: [] Action Item: [X] Attachments: [X]
Public Notification: Master E-Mail Notification List (06/17/09). The Downtown Business
Association and Culver City Chamber of Commerce via e-mail on (06/17/09)
Department Approval:
Charles D. Herbertson (06/16/09)
City Attorney Approval:
Carol Schwab (by H. Baker) (06/18/09)
Chief Financial Officer Approval:
Jeff Muir (by M. Noller) (06/18/09)
City Manager Approval:
Mark Scott (06/18/09) City of Culver City, California
City Council Agenda Item Report
allow this requested change of location as the adopted pilot program had three
approved locations.
In November 2008, the DBA’s first valet parking contractor resigned because the
company stated it was operating in a deficit in Culver City and believed it would not
be profitable within the immediate future. The DBA hired another valet parking
contractor, Coast to Coast Parking. In spite of the change of valet contractors
midway through the pilot period and the desire for some modification by
stakeholders, the pilot program has been a great success due to the cooperative
and active participation of the DBA, Coast to Coast Parking, and the City. The
success of the program has attracted the attention of other Culver City businesses
wishing to participate in creating additional valet stations in proximity to their
businesses. Also, the press has written articles about the program and its benefits.
Additionally, some municipalities have contacted staff to obtain information about the
program as they consider creating or modifying their own. (A few articles have been
attached for your information.)
Culver City businesses who have contacted staff asking to participate in the Valet
Parking Program include businesses in the Downtown area as well as from other
parts of the City. These requests could not be accommodated during the pilot
period. In the Downtown area, interested businesses include the Culver Hotel, Kay
‘n Dave’s and M Café. In other parts of Culver City, interest has been expressed by
businesses on Washington Boulevard (both east of downtown and west of the I-405
freeway) and on Sepulveda Boulevard south of Culver Boulevard.
The experience gained during the pilot program and information gained from the
review of other municipalities’ valet parking programs was used to form the program
that is now being proposed. The program, as presented, addresses the business
community’s needs and balances them with the Public Works Director/City
Engineer’s responsibility to manage parking, traffic, and the public right-of-way.
DISCUSSION:
The parking supply is a scarce resource and would be insufficient to provide
adequate curb-space for each individual business that desires valet parking and still
leave adequate street parking for short-term turn-over parking for other businesses’
patrons. Because of this, the concept of universal valet parking serving a business
community is the most favorable scenario for all, where all businesses in a given
area share in the benefits.
Additionally, the proposed Program creates the potential for valet parking to use off-
street private parking spaces during evenings, nights, and weekends, when parking City of Culver City, California
City Council Agenda Item Report
demand at such businesses might be low or non-existent. This, in turn, prevents the
parking demand in an active business district from creating a parking intrusion
problem on adjacent residential neighborhoods or a burden on street-side public
parking spaces, making such parking spaces more readily available for short-term
self-parking turn-over.
Below are highlights of the proposed Program:
Program Highlights:
• The Program will be managed under a conditional bi-annual permit issued to
a Business Association.
• A Business Association is defined as any organization, association, or group
selected or formed by the businesses of a block or area to act on their behalf
as the liaison between the City and the businesses for the purposes of
coordinating the Downtown Valet Parking Program participation request and
process.
• The Business Association may apply to become a Sponsor and establish a
valet parking operation in the Downtown area;
• A Sponsor is any person who operates, or causes to be operated, valet
parking station(s) at the Sponsor’s business location(s) as approved by the
City Engineer or his designee.
• Sponsor’s applications will require a petition signed by property owners and
business owners, include business license, insurance, scaled plan, and
payment of appropriate fees;
• Days and hours of operation would be determined by the City Engineer on a
case-by-case, location-by-location basis, using sound traffic engineering
judgment;
• Routes between valet parking stations and private parking lots are
determined by the City Engineer, with the protection of the residential
community and the general public being the most important factors;
• Valet patrons may drop-off or pick-up their vehicles at any valet parking
station even when they are operated by different Sponsor/Operator;
City of Culver City, California
City Council Agenda Item Report
• A public meeting would be held prior to the final decision regarding the new
Sponsor, to disseminate information on the operation of the program and
obtain input from the public;
• Valet parking contractor hired by the Sponsor becomes the Operator of the
valet parking station(s);
• Long-term and short-duration special event valet parking defined and
regulated.
Existing Downtown Valet Parking Areas 1, 2, and 3
If the City Council decides to adopt the Downtown Valet Parking Program, the three
valet stations presently in the Downtown area would remain as they are. However,
under the new program, staff would be able to promptly respond to requested
changes and, if appropriate, implement them.
Potential new Valet Parking Areas
Under the potential permanent program, new qualified Sponsors in the Downtown
area may be considered.
The DBA has submitted a letter of support asking City Council to consider
permanently adopting the program. The letter is attached for your reference.
Staff believes the proposed program would be beneficial in other areas of the City.
In defining the City-wide program, staff proposes to consult with the business
community and business associations through public meetings. Also the Traffic
Committee will be consulted as well. Staff will present a City-wide valet parking
program for City Council’s consideration later this year.
Request from DBA for Waiver of Fees under the Valet Parking Pilot Program
During the pilot program, the fee for the use of the public right-of-way by the DBA’s
valet parking contractor was $100 per week for each of the three valet stations for
the use of three to five parking spaces, or 60- to 100-feet at each station. The fee
was due on a monthly basis. During the eleven months of the pilot program, the
DBA did not pay any of the monthly fees of $1,290 (based on a weekly amount of
$100 x 3 stations x 4.3 weeks) for operating three valet stations.
City of Culver City, California
City Council Agenda Item Report
Staff repeatedly requested the DBA in meetings to pay the outstanding permit fees.
The DBA was also given invoices of the permit fees. The DBA stated that they could
not afford the permit fees at that time. At this time, the DBA requests that the City
Council waive the monthly fee incurred between July 2008 and June 2009. The total
amount is $15,480. The letter is attached to this report.
FISCAL ANALYSIS:
Permanent Program Fees
Several fees (indicated by an asterisk), are based on Council-adopted fees for
Public Works/Engineering for FY09-10, as adopted at the Council meeting of May
11, 2009. Because the program would be based on PW/Engineering permits, each
permit will be assessed a $48 issuance fee and a 4% Technology Surcharge. The
fees will be adjusted annually to comply with the then-current Council-adopted rates.
Application Fee
*$165.00 per hour,
minimum of 3 hours
Weekly fee
Payable in advance on a monthly basis, for each
valet station of up to 100 feet long
$100.00
Weekly fee for an additional 20 feet, beyond
100feet
$25.00
Weekly fee for an additional 40 feet, beyond 100
feet
$60.00
Biannual Permit Fee *$299.52
($120 x 2=$240)+($48
issuance)+(4%=$11.52)
Modification Fee
To study any requested modification and its
cost/benefit
*$165.00 per hour,
minimum of 3 hours
Late fee
For failing to pay the Weekly fee, which is
charged on a monthly basis, by or before the 5
th
of the month.
10% of monthly fee, per
day late after the 5
th
of
the month, but not more
than50%of monthly fee. City of Culver City, California
City Council Agenda Item Report
Wayfinding Sign fee *$55 per sign
(or then-current cost)
Operating without a permit *Double the Application
Fee ($495 x2=$990)
and
the first Biannual Permit
Fee ($299.52x2=
$599.04)
ATTACHMENTS:
1) Proposed Resolution
2) Staff Report of April 21, 2008
3) Valet Parking Pilot Program Regulations
4) Press Articles
5) Letter of support from the DBA encouraging the adoption of the permanent
program
6) Letter from the DBA asking forgiveness of fees from July 2008 to June 2009.
MOTIONS:
That the City Council:
1) Adopt a Resolution Establishing the Downtown Valet Parking Program
Procedures and Regulations and related Program fees;
AND
2A) Approve a fee waiver in the amount of $15,480 as requested by the DBA
for fees related to the Valet Parking Pilot Program;
OR
2B) Approve a partial fee waiver in the amount of $__________ (not to exceed
$15,480);
OR
2C) Deny the fee waiver request presented by the DBA.