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Presentation shows parking revenue now supports growing parks budget; shuttle pilot cost about $70,000 last season
Summary
Staff presented analysis showing parking revenue has helped roughly double park investments over six years; the free beach shuttle pilot cost a little over $70,000 in 2025 (about $31 per ride) and staff proposed more marketing to improve cost‑per‑ride.
Staff presented a multi‑department overview of the city’s parking program, beach shuttle pilot and how parking revenue contributes to parks and recreation spending.
Director Jake Ekholm said paid beach parking, introduced in 2020, corresponded with an increase in visits and visitors and a broader regional draw. "Despite the paid parking, there was a very significant increase in both visitors and visits," he said, noting a peak in 2024 and some softening…
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