BRADENTON BEACH – City officials soon will begin negotiating with Easy Parking Group owner Josh LaRose to create a paid parking program on city-owned lots.
The commission unanimously authorized City Attorney Ricinda Perry, Police Chief John Cosby and other members of the city team on Aug. 30 to enter into direct contract negotiations with LaRose to implement a paid parking pilot program that provides the city the ability to evaluate the effectiveness of the initial program before entering into a long-term contract.
“I figured I’d put it on the agenda and see what everyone else’s thoughts are,” Commissioner Jake Spooner said when initiating the paid parking discussion.
“Paid parking can give us a nice stream of revenue without raising the millage or doing other things to raise the funds that are needed,” he added, noting that paid parking revenues could help subsidize the city’s police department.
As part of his research, Spooner engaged in preliminary discussions with LaRose, who for the past two years has provided the trams and drivers for the Community Redevelopment Agency (CRA)-funded Old Town Tram parking shuttle program.
LaRose’s Sarasota-based company provides and manages the paid parking kiosk located in one of the Sandbar restaurant’s overflow parking lots in Anna Maria. He also provides and manages paid parking systems in downtown Sarasota, St. Armands Circle and Venice.
Spooner said paid parking would help create more turnover and make more parking spaces available to those who visit the CRA district, which includes Bridge Street.
Agreeing with Spooner’s statement, LaRose said a paid parking program would also encourage those who don’t want to pay for parking to park in the nearby Cortez Beach parking lot and use the free Old Town Trams to get to their destinations in the CRA district.
LaRose proposed a pilot program creating paid parking in the city-owned portion of the lot located between First Street North and the backside of the BridgeWalk resort, and the city-owned spaces near the police station and public works building along Highland Avenue.
Spooner suggested the public parking spaces along Bridge Street could also be used for paid parking to help discourage employee parking in those spaces. That option might be presented for future discussion.
Private parking lots generally charge $4.50 to $5 an hour, LaRose said. For Bradenton Beach, he proposed charging $3.50 an hour, which could be increased, decreased or waived as needed with users paying using onsite payment kiosks or their cell phones. Cosby said he liked the idea of potentially increasing the parking rate on certain holidays to help control the number of visitors coming to the city.
LaRose suggested allowing Bradenton Beach residents to park for free or at a discounted rate using their city-issued hurricane re-entry tags or a parking decal to be issued by the city.
“We’re really only taxing the visitors that come here,” he said.
Using a conservative estimate, LaRose said the proposed 56 parking spaces would generate between $240,000 to $343,000 in net revenues per year, depending on whether his company provides a full-time parking ambassador who’s paid an hourly rate to enforce the paid parking.
LaRose said his company uses the same parking enforcement technology that’s used by police departments. He said his company’s enforcement aimed primarily at educating users but can result in boots being placed on vehicles if needed.
The enforcement costs will depend on whether his company receives 100% of the revenues generated by the parking citations issued by his employees, LaRose said. A typical enforcement period is 11 a.m. to 9 p.m., but his company enforces parking in downtown Sarasota until 2 a.m. and in some parking lots, enforcement begins at 8 a.m.
LaRose said there would be no start-up costs or out-of-pocket expenses for the city. He proposes a 50-50 split of the net parking revenues that remain after equipment, signs, enforcement and other expenses are deducted. The city commission favors a 60-40 split. LaRose said the revenue sharing can be further negotiated before an agreement is finalized.
Cosby said it’s important to designate in advance how the paid parking revenues will be spent. He suggested using some of those revenues to replace the aging city hall building. Commissioner Ralph Cole said some of the revenue needs to be used to for additional funding of the city police department that has to deal with the increased enforcement needs created by the large number of visitors coming to Bradenton Beach.
Mayor John Chappie asked if the city is required to put the paid parking services out to bid so other companies can submit proposals. Perry said the city’s procurement policy allows the municipality to enter into direct negotiations with LaRose because he already serves as the CRA’s contracted parking tram provider, adding that the discussions must be conducted in a public setting in accordance with Florida’s Government in the Sunshine Law. Cosby noted the Easy Parking Group is a local company and said he and city staff already have a good working relationship with LaRose.
