Complete Proposal, La Jolla Village Merchants Association, ACEMobility

1. Coastal Access
Solutions through
Parking Education
and Wayfinding
Submitted by La Jolla Village Merchants Association
Based independent studies conducted in 2019
San Diego State University
ACE Mobility Solutions

2. The Plan
Use real data and experts (San Diego State University Consulting
Program. ACE Mobility Consultation Study)
Create a communication plan
educating and directing visitors to
ample off-street parking
Map that includes parking facilities, coastal amenities
and other points of interest
Mobile application with real time fees for off-site
parking facilities
Print and digital promotional pieces supporting
parking campaign
Directories and blade signs to assist with navigation
and finding amenities within and outside the BID
boundaries.
Improve navigation for those using public transportation allowing
them to better navigate and self-direct to coastal amenities;
shoreline, shopping, restaurants and other points of interest
Re-launch merchant discount parking with no coast to CAP
Program by negotiating direct billing between merchants and
parking vendors

3. 8
State of Parking in La Jolla Summary
Key Findings from Parking Study Presented by La Jolla Village Merchants Association
April 2019; ACE Mobility Solutions
 There is excess capacity for parking off-
street virtually every day of the year
 Night and Weekend parking capacity is
extremely under utilized.
 FREE parking is more attractive than paid
parking.
 Parking should not be a barrier to
visitation on nights and weekend
 New technologies can remove barriers to
off-street parking.
 Business hours create the
negative parking perception in
the Village.
 Parking rates are discounted
verses other San Diego sub-
markets
 Future event strategies should
not be impacted by parking
concerns

4. Current State Summary
There’s ample parking in La Jolla Village
Total Parking Inventory
On-Street Stalls – 2456
Off-Street Stalls – 4,089
Valet Availability – 200
TOTAL Inventory – 6,745
3

5. Driving Mobility Improvements in the Village
A Multilayered Approach
Parking
Improvement
Traffic Flow
Improvement
Pedestrian
Movement
 Assist visitors in finding
parking facilities
 Decrease Parking Demand
by encouraging public
transportation
 Improving Analytics
 Reducing idle time
 Eliminate “circling the
village” behavior
 Managing event traffic
 Minimizing ride share
impacts
 Facilitating intra-Village
movement
 Improving the
shopping/dining experience
 Leveraging micro-mobility
9

6. Pre COVID 19 Summary of Available Monthly Parking
Monthly Parking Availability
Monthly Parking Availability
909 Kline – 5
1299 Prospect – 15
888 Prospect – 25
875 Prospect – 20
7825 Fay – 10
1200 Prospect – 30
Coast Walk – 25
4
+125
Stalls=
It is suspected that economic decline will lead to an increase in monthly parking inventory post COVID-19.

7. Current Off Street Parking Inventory
5
 Seasonal Visitation
(Summer/Spring Break impacts
parking availability)
 Based on Ace data; there is
supply of at least 142 stalls in the
Village even at peak times

8. 7
Current State Summary
Major Event Capacity
 No parking location has filled to
capacity during any event

9. 11
• Improve parking planning for Events
• Support small events with unified parking strategy
• Leverage advanced reservations for event parking
• Discounted Parking Program Replacement
• Night and Weekend Daily Rate for service workers
• Discounted Parking Program for monthly parking
• Engagement with the City and key vendors
• Explore Data Collection Needs
• Develop a proposal for analytics platforms
Immediate
Action
Items

10. MOU
Language
(Filed December 9.
2002)
Encourage use of public transportation
Motivate use of off-street parking
Whereas the conditions to these permits specify that the Funds shall be used to pay for cost
associated with implementation of the parking and traffic recommendations contained int eh
La Jolla Parking and Transportation including
a remote parking reservoir and shuttle
system or other alternative transit related
improvements and
other short term or long-term parking and
traffic circulation related programs and
improvements

11. Wayfinding Parking Signs
Simple Option
Blade Signs
Two Dimensional Directories
High Tech Options
Electronic Signs
Could be tied into parking availability

12. Coastal Access and Parking –
WhySignageisNeeded
Common and Expected
Wayfinding signs and monuments are a
common way to facilitate navigation in
and around urban areas, on foot, on
bike, and in a car.
Most Coastal Communities have
wayfinding programs
Parking Destination Pre-
Determined
No More Circling the Village
Wayfinding signs help ease the stress of
navigation and reduce the time and
energy needed to find a destination.
Have Fun Faster. Linger, Longer
Wayfinding signs have the potential to
reduce the driving time needed to
locate a designation or parking spot and
can encourage walking.
Park Once, See More
Wayfinding signs can also improve the
local economy by encouraging
exploration of an urban area and
providing useful information to make
the urban experience more enjoyable.
Enhance Experience for Public
Transit Riders
As trolley and bus routes expand,
riders will need information and
directions to points of interest
Update Image and Experience
The proposed wayfinding
designs will modernize and
expand existing signage and
guide visitors to unique and
important areas of downtown.

13. Sample Signage (Encinitas) La JollaDraft
SwitchfootCreative,Encinitas

14. La Jolla –
So Muchto See, So Muchto Do
Plentyof Parking, too!
Encourage visits to La Jolla by removing the traffic and
parking barriers
Parking Communication Campaign
Print
Digital
Broadcast
Everyone needs to know
Local La Jollans
Regional visitors
National and international tourists

15. MTSWillAdd
AdditionalBus
ServicetoAlignwith
TrolleyExpansion
Increase #30 Service
Addition of #34 Service to La
Jolla

16. Public Transit
Opportunity
Insure riders can easily find their
way and navigate La Jolla Village
amenities including
Coastal Access
Arts and Cultural Sites
Restaurants and Shopping
Points of Interest

17. On Street VS
Off Street
Parking
Develop Marketing
Campaign to Coordinate
with Wayfinding
There’s Tons of
Parking in La Jolla
Best Beaches, Easy
Parking
Free on-street parking is the most
desirable parking in the Village although
extremely limited
Off Street Parking is less
desirable
Cost Associated
Not well marked
Fees often not
displayed

18. Hi Tech Space Counting Signage
Cities with similar parking and
traffic issues have deployed
space counting technologies to
direct visitors to open parking
and improve both congestion
and perception of parking
challenges.
In the La Jolla Village the most
comprehensive solution is to
provide count data for both on
and off-street parking in the
Village via lot counting
technology and wayfinding
signage and apps.

19. Using
OccupancyData
Occupancy data can be used to display real-
time parking counts with signs or used in web
and mobile app solutions.
This would allow the Village to direct visitors to
available parking and reduce the amount of
congestion on main roads in the Village.
Additionally, long term data can be used to
track the overall parking occupancy in the
Village which can be used by the board to
make long term decisions based on actual data.

20. VillageEntrySigns
Basedontheaccesspointsto
theVillage,weare
recommendingthreeParking
AvailabilitySignsatthemain
entrancestotheLaJolla
Villagetodirectguesttoopen
parkingavailability. Belowisa
sampleofaparkingavailability
signwhichcanprovidereal
timeupdatesonstall
availability.Pleasenotethe
signrepresentedisonlya
draft,finaldesignsshouldbe
designedbasedontheoverall
themeoftheVillage.

21. LaJollaTrafficPatterns:
ThebelowmapisarepresentationofLaJollatraffic
basedoncellphonelocationdata.Thistrafficflowwas
usedtodeterminetheplacementofstalloccupancy
signsatthetop12parkingfacilitiesthatcould
significantlyimpacttrafficcongestionintheVillage.
ThesefacilitiesareoperatedbywithACEorLAZ
parking.

22. ParkingLocationSigns:
In addition to the Village Entry
Signs, each participating parking
location would convert the current
parking sign to a stall availability
sign.
This reinforces the parking
availability in the Village and assists
visitors in finding parking options.
In most cases the infrastructure is
in place at the main parking
facilities in the village that can
leverage the program, significantly
reducing the overall cost of
implementation due to prior
investment in parking signage.
Below is an example of the current
parking signs placed in the Village.

23. AverageCostof
Deployment –
12Lots
Costlybut
Effective
To implement a counting system the average cost
is $12,000 per parking facility.
In addition, there are maintenance costs associated
with these systems which are approximately $85 per
month.
Based on 12 off-street locations in the program, this
is an annual cost of $12,240. The cost of installation
can vary by each facility, and individual quotes by lot
would need to be developed.
The projected cost of such a program across 12
parking facilities is projected at $144,000 per facility
and an $50,000 for entry signs for a total of
$194,000.
There are an additional $12,240 in fees per year for
the software and maintenance of the proposed
solution.

24. Next Steps
Support granted by Coastal Commission to pursue Project
Phase One (To by completed by June 30) – Total Cost $3500
Create Plans for Directory and Signage - $2500
Develop Communication Campaign and Graphics - $1000
Deploy Merchant and Visitor Discount Program – No cost to CAP
Get support from various community groups – Parks and Beaches, Enhance
La Jolla, Planned Design Ordinance, Coastal Access and Parking, La Jolla
Community Planning Association
Determine Budget with Coastal Commission
Phase Two June 2020 – September 2020
Present Plans to Community Groups
Fabricate and Install low-tech signs and directories (Number depends upon
budget. Blade signs would be approximately $15,000. Large directories are
additional
Phase Three - TBD
High-Tech Electronic Signage -