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Muskegon to roll out pay‑by‑plate portal, online discounts and December BOGO for beach parking
Summary
City staff presented a T2 pay‑by‑plate parking portal and kiosk upgrades aimed at improving online sales. The commission approved online discounts ($4 annual, $3 daily) and authorized staff to implement a BOGO seasonal‑pass window for December; staff also outlined kiosk and network upgrades and data‑privacy safeguards.
City staff presented a package of parking changes and digital upgrades designed to simplify beach parking and encourage online purchases.
Public safety director Tim Coles and parking manager Ashley Mayer described revenue and sales patterns: while revenue rose after raising the seasonal pass from $20 to $40, the number of purchased seasonal passes declined. Staff proposed implementing a T2 pay‑by‑plate portal (which links permits to license plates and would reduce reliance on physical stickers), upgrading kiosks to accept plate entry and switching kiosk modems to Verizon for reliable service at the beach, and offering online incentives to increase adoption.
Commission action and incentives: The commission approved a $4 discount on annual beach passes purchased on the portal and a $3 discount on daily online purchases, and authorized staff to proceed with a December BOGO (buy‑one/get‑one) promotion for annual passes. Commissioners discussed limiting BOGO to in‑person resident sales or combining both approaches to preserve local benefit while offering an online discount for visitors.
Privacy and logistics: Staff emphasized the plate system is not a tracking system tied to people; it associates license plates with permits and citations only. The city will keep kiosks for on‑site purchases and continue paper 'gift' redemption where needed. Upgrades to kiosk hardware and software were described, and staff noted physical stickers will still be available.
Other related decisions: Commissioners also approved a three‑year limited traffic‑data subscription to provide speed and volume analytics (funded from local roads budgets), which staff said complements enforcement and planning. The commission discussed costs versus hiring additional officers but approved the contract.
Next steps: Staff will work with the T2 vendor to finalize the portal, upgrade kiosks to accept plate entry and Verizon connectivity, and schedule the December BOGO sale. They will monitor adoption and report back on revenue and operational impacts.
