Authority staff presented the October operations report showing parking revenue under budget for the month (reported in the meeting as about 7.1%) and total expenses under budget by roughly 1.5%. Year‑to‑date the authority’s fund balance was reported above budget by about 31.7%. Staff attributed part of the monthly revenue shortfall to repair‑related reduced activity at Haviland Deck and noted declines in transient activity particularly in the Sono area and at several garages.

Staff also described program variances: payroll timing (a three‑pay period budget timing issue) and unpaid invoices for vehicles ordered from Ford temporarily reduced equipment expense tallies; termination of the DKA contract produced savings that staff plans to redirect to marketing initiatives.

To address public confusion and encourage use of improved garages, staff proposed a 12‑week outreach and public relations campaign beginning in January 2026 with the authority’s new marketing partner, Miranda Creative. Brian said the campaign will use already budgeted marketing funds to "replace misinformation with facts, showcase our accomplishments, and remind residents and businesses that the parking authority is self funded." The campaign will include how‑to videos, reels about where to park, and outreach to local businesses to amplify messages about free 15‑minute parking and digital payment options.

Commissioners discussed whether staff should first diagnose causes of declining activity (including retail and landlord factors) and suggested partnering with economic development, retargeting outreach to South Norwalk and West Avenue/Wall Street corridors, and bringing the marketing firm to a future meeting to present KPIs. Staff agreed to return in the early part of next year with campaign analytics and recommended KPIs for board review.

Next steps: execute the 12‑week campaign using budgeted funds, present KPI analytics in January/February and invite the marketing firm to a future board meeting for strategy input.