Authority approves new ramp drop-up rate and parking programs after presentation

The authority voted to adopt a package of parking-ramp pricing and related programs that staff and the contractor presented. The package includes a $22 drop-up (drive-up) rate for the parking ramp (with dynamic pricing allowing reductions to $15 for certain duration thresholds), a corporate-partner contract option with a suggested $18/day long-term rate for qualifying businesses, and a pilot disabled‑veteran discount (recommended 50% for long-term, 25% for the ramp, limited to 30 days).

Greg, the presenter, cited occupancy and revenue gains that supported the proposal: "We peaked at 82% occupancy in the month of February," he said, and reported revenue and booking increases after dynamic pricing trials (revenue up 38%, bookings up 29%, average transaction value up 5% in the sample period). He recommended a $22 drive-up rate to close the price gap between premium reserved products and the ramp while retaining dynamic-pricing flexibility to respond to demand.

The contractor also proposed a 12-month digital marketing campaign (Google ad spend of $16,000) to grow prebook reservations; the projection presented estimated $256,000 in incremental revenue from that spend. Board members asked about website reservation widgets, the visual/logo inconsistency on printed tickets and the impact on long-term/economy products. A member suggested offering promo codes to Fargo residents; Greg said promo codes have been used before and could be deployed.

After discussion, the board moved to accept the recommendations (motion: moved by Paul; seconded by Jim). The motion was carried by roll-call vote. Staff will implement the rate change with delegated authority to adjust within the described guardrails and will launch the marketing campaign if the board’s assigned staff approves the buy plan. The board also directed staff to return any recommended programmatic metrics and results.