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The City of San Marcos is developing a comprehensive parking management program as a strategy to <br />support on-going community and economic development initiatives. This report provides a roadmap for <br />the development of a comprehensive and strategic approach to parking and mobility management in <br />San Marcos. Such a program will require the following ten elements: <br />1. A Sense of Purpose and Direction relative to Parking and Transportation Policy — This Parking <br />Program Framework Plan should complement and build on the downtown planning and street <br />network improvements recently implemented by the City. <br />2. Program Organization and a Strong and Capable Program Leader —The recruitment and hiring of <br />a parking manager with experience managing a municipal parking program. A separate report <br />entitled: "Recommended Parking Organization and Staffing Plan" outlines several parking <br />program management and organizational models and recommends a preferred alternative for <br />the City of San Marcos. This report also discusses parking system operating methodologies. <br />Program organization is a foundational element and a vital initial step to creating an effective <br />and sustainable parking management program. There is also an opportunity to leverage parking <br />management as a tool to support economic development (see Appendices). <br />A Strong Customer Service Orientation — One of the key leadership elements that needs to be <br />infused into the program from the beginning is a strong customer service focus. This applies not <br />only to staff training but also to facilities maintenance and investments in new technologies. <br />Parking can play a key role in improving the perception and the experience of Downtown <br />overall. Collaboration and partnerships with the City of San Marcos and the downtown Main <br />Street program will be an important component of this initiative. <br />4. A Focus on "Mastering the Fundamentals" of Parking Management — This focus area is about <br />gaining an in-depth understanding of the many complex and challenging aspects that are <br />somewhat unique to parking. Appendix XX - 20 Characteristics of Effective Parking Management, <br />provides a strong framework built around specific program categories. This resource provides <br />the basis for a comprehensive program development approach. Between this chapter and the <br />wealth of tools provided in the Appendices, there are numerous program elements, both short <br />and long-term, that can transform the San Marcos parking program into one of the best small <br />municipal programs in the country. <br />5. Dedicated Funding - Establish parking as a separate "enterprise fund" and dedicate all parking <br />related revenue streams to support the enterprise fund. <br />6. Active Private Parking Resources - Better leverage under-utilized private parking resources in the <br />downtown area through creative opportunities to develop shared parking resources, provide <br />high-quality parking management services and revenue sharing arrangements with large local <br />businesses and institutions. <br />7. Investment in New Technology — Leveraging new technology will be a critical element in <br />achieving many of the stated goals of this project including: <br />a. Enhanced customer friendly programs and services <br />b. Improved operational efficiency <br />j le <br />