West Chester Chamber asks committee to raise special-event parking fee for Christmas parade

Katie Walker, executive director of the West Chester Chamber of Commerce, asked the West Chester Parking Committee on May 13 to consider increasing the special-event parking fee for the borough-managed garages from $10 to $20 for the night of the Christmas parade and to extend the fee to surface (flat) lots for that event.

Walker said the parade is “a beloved tradition in West Chester” that draws “tens of thousands of spectators” and that public-safety and operational costs make the event expensive for the Chamber to run. She said the Chamber’s final invoice from the borough last year was just over $17,000 and that the parking revenue applied to that bill amounted to roughly $1,300 under the current arrangements. “In order for the Chamber to plan accordingly and budget what we need to run an event of this size,” Walker said, “I’m here tonight to request consideration … for a $20 special event parking fee.”

The chamber proposed starting the special fee earlier in the day — as early as 2 or 3 p.m. instead of 4 p.m. — to capture attendees who arrive before the evening rush and to reduce peak congestion. Walker and committee members discussed the Chamber preprogramming kiosks in multiple lots for the night and using the Chamber’s volunteer corps to help notify patrons. Walker said event-related sponsorships and staff time already leave “small margins” for the Chamber; she reported a net of about $14,000 last year after staffing costs.

Committee members said they had already done “a lot of thought and analysis” before setting a $10 special-event fee and were reluctant to raise it without further review. One committee member recommended widening the $10 fee to include surface lots first, which could boost revenue without raising the per-vehicle price. Staff said kiosks in multiple lots (including Lot 7, Lot 9, Lot 11 and a market lot) can be preprogrammed for a special-event rate and that parking operations could enforce payment by driving through the lots during the event.

Members agreed that a small working group of up to three council members should meet with the Chamber to review the parade’s profit-and-loss and to explore options such as earlier start times for the fee, pre-reservations, expanded lot coverage, revenue sharing, and whether sponsors might increase support. Walker said she would share the Chamber’s financial records with committee members and noted the Chamber’s willingness to be transparent. The committee did not record a formal vote on the proposed $20 fee during the meeting.

The discussion closed with staff and the Chamber agreeing to pursue a follow-up meeting to model revenue scenarios if the borough expands the special-event fee to additional surface lots and/or adjusts the start time.