Presentation shows parking revenue now supports growing parks budget; shuttle pilot cost about $70,000 last season

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 in 2025 that staff attributed to weather.

Dan Vanderheide, director of public works, summarized beach maintenance staffing and equipment costs, saying daytime summer operations require roughly a dozen staff each day. He listed recent capital investments paid through grants and public funds, including a playground replacement (~$466,000) and a new restroom project (~$685,000).

Deputy staff reported the shuttle pilot cost a little over $70,000 for the season and that ridership produced an average cost of about $31 per ride; staff proposed increased marketing to boost ridership and reduce per‑ride cost for future seasons.

Public safety director Tim Colesold reviewed enforcement staffing and operational costs and noted a potential policy anomaly: a season pass costs $40 but the citation for failing to buy a pass is $30. Staff said they would examine enforcement penalties and kiosks and noted that moving to a new payment/kiosk system could reduce certain operating expenses.

City manager and finance staff summarized multi‑year trends: parking revenue has grown and the general fund now directs increased funding to parks. Staff said that for FY24/25 combined beach parking and maintenance revenue/expense showed revenues slightly exceeding maintenance expenses, and that parking revenue supports investments across the park system rather than being locked to a single fund.