Case Study
City of Aspen Case Study
City of Aspen Reduces Congestion and
Peak Occupancy Through Data-Driven Policy
Who’s Involved
Mitch Osur | Parking Director for the City of Aspen
Customer Takeaways
[ParkHub’s] Smarking gives us the ability to measure and graphically display – with data – the exact results of our programs and initiatives. With Smarking BI, it became significantly easier to communicate to the public, city council, and the media what our city’s goals are and why we took the action we did.
Mitch Osur, Parking Director for the City of Aspen
Summary
The City of Aspen, in partnership with ParkHub, implemented a dynamic pricing strategy, raised parking fees during peak summer months to fund alternative transportation, and promoted programs such as ‘Drive-Less’ and ‘We-Cycle’. A pilot program’s success, supported by transparent, data-driven communication, resulted in the permanent adoption of the pricing policy. The results demonstrate a sustainable approach to managing urban congestion and promoting a healthier downtown environment.
The Challenge
Inefficiency from parking prices that did not adjust for the extreme demand fluctuations.
Traffic congestion and difficulty finding parking during the busy summer months.
Unbalanced demand left underused parking away from congested downtown cores in off-street facilities and peripheral zones.
The Solution
ParkHub’s Data Analytics
Aspen used ParkHub’s Smarking BI solution to analyze seasonal parking demand fluctuations, integrating the city’s meter and mobile payment data into the system. The analysis led to a three-month pilot program, which included a 50% increase to prices in high demand, central areas. The additional revenue was used to support alternative transportation options.
Incentive Programs
Aspen launched a ‘Drive-Less Program,’ which offered participants incentives such as bike-share passes, bike tune-ups, and bus passes in exchange for a pledge to drive less. Aspen also instituted a ‘Downtowner’ electric shuttle program to shift parking demand from on-street parking in the core to off-street parking and periphery zones.
The Results
Goals Achieved
Using the Smarking BI system, the City of Aspen tracked and measured the results of the program against the stated goals of decreasing peak occupancy by 10% and increasing core parking revenue by 25%. The pilot decreased peak occupancy by 12.5% and grew revenue by 26.1%.
Incentive Success
During the three-month pilot, more than 800 residents took the “Drive Less” pledge, and the Downtowner shuttle had more than 10,000 passengers. With new travel options and parking policy changes, parking demand shifted from on-street parking in the core to off-street parking and periphery zones. This shift included:
– Occupancy in Aspen’s large off-street Rio Grande Parking Garage increased by 15%.
– Carpooling in Aspen increased by 10%.
– The number of cars parked at commuter lots outside the city core increased by 20%.
– Businesses in downtown Aspen had their best summer ever, with sales tax proceeds increasing 17% over the course of the summer.
In Conclusion
The City of Aspen’s success shows how data-driven, dynamic policies can manage urban congestion. Increased prices and successful initiatives like Aspen’s ‘Drive-Less’ and ‘Downtowner’ programs reduced traffic congestion and encouraged the use of alternative transportation. These efforts achieved and surpassed set goals and set a sustainable example for other cities.
Learn More
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Experience How ParkHub Can Transform Your Parking Operations
“ParkHub was designed to revolutionize an antiquated industry by providing an agnostic and open technology platform for finding, reserving, and paying for event parking online. As we expanded, we developed a best-in-class, mobile-point-of-sale device and comprehensive management suite, currently used by hundreds of parking operators, sports & entertainment venues, universities, festivals, & more, at thousands of locations across the U.S. With our recent acquisition of Smarking, we also offer full-scale business intelligence, dynamic pricing, and pre-paid reservation products, utilized by numerous municipalities across the country.”
Chris Elliston
ParkHub Chief Revenue Officer