This document summarizes the results of a parking survey conducted in Ferndale, Michigan. 45 surveys were returned out of 212 distributed to business owners and managers, for a response rate of 20%. The surveys asked about employee parking locations and opinions on parking costs and policies. Most respondents leased rather than owned their business space. About 38% subsidized employee parking costs. Respondents on average neither agreed nor disagreed that parking responsibilities should be left to the private sector or that new parking costs should be shared. Daily parking costs of $1-2 and monthly costs of $20-40 were most popular.

1. Section 3:
Survey Results

2. City of Ferndale
Downtown Parking Study
Survey Results
Business Owner / Manager Surveys Where do your employees park?
Business surveys were sent to the business owners and managers. Of the 212 surveys distributed, 45 were returned for
a response rate of 20%. Similar studies typically net a response rate of between five and twenty five percent. The data
returned to the Rich and Associates allowed for a thorough analysis of the parking demands of a variety of businesses.
Data obtained from the owner/manager surveys was one of the factors used in determining short and long-term
parking supply and demand. Managers were asked the number of full and part-time employees employed at their
business, the average number of customers or visitors that come into their business and the percentage of those
customers or visitors who are downtown for other purposes (i.e., employed in the downtown).
Business Owner / Manager Survey Findings
Type of Business?
3-1 Rich and Associates, Inc.
Final Report-November, 2006 Parking Consultants - Planners
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3. City of Ferndale
Downtown Parking Study
Own or Lease? Do you subsidize employee parking? B) The cost for providing new parking should be shared by the City, the private sector and the users.
Yes
Own 38%
35% No C) Only the city should pay for parking improvements.
Lease
65% 62%
D) I would encourage my employees to park further away to provide more parking for customers and
visitors.
Owner/Manager Survey Summary (Opinion Questions)
Scale Key: respondents were asked to indicate opinions using a scale of 1 to 5; 1 being strongly-disagree (left side), 3
being neutral (middle) and 5 being strongly-agree (right side). The red dot indicates the average response from the
returned surveys.
E) I would encourage my employees to park further away at a parking deck.
.
Below is a summary of the opinion questions:
F) I would encourage my employees to park furhter away and use a shuttle.
A) It should be left to the private sector to provide parking downtown.
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Parking Consultants - Planners Final Report - November, 2006
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4. City of Ferndale
Downtown Parking Study
I) The daily cost of parking for downtown employees should be?
G) Off-street parking for customers/visitors useage should be no more than (current $5).
# of respondents
# of respondents
4
5
3
1
9
0
1
5
6
8
1
1
9
2
2
1
8 1
2 2
H) The monthly parking for downtown employees should be?
# of respondents J) The fine for overtime parking should be?
# of respondents
4
1 1
3 9
2
8
1
1
8
6 4
7 5
2 1
2 1
1
3-3 Rich and Associates, Inc.
Final Report-November, 2006 Parking Consultants - Planners
www.richassoc.com

5. City of Ferndale
Downtown Parking Study
Employee Surveys
Along with the manger surveys, employee survey forms were also distributed. Initially three employee forms were 3. How do you generally come to work downtown?
included with each manger survey. However, managers were encouraged to photocopy the surveys if they needed a) Drive and Park...................................................89%
more to ensure that all employees at that business had an opportunity to participate. A total of 95 employee surveys
were retuned to Rich and Associates for a response rate of 15%. These surveys were used as part of the parking b) Dropped off......................................................... 1%
analysis for Ferndale study. c) Ride with friend or relative.................................. 1%
d) Walk................................................................... 4%
e) Bus...................................................................... 0%
f) Bicycle ................................................................ 5%
1. Employment Status
g) Other .................................................................. 0%
a) Full Time (more than 30 hrs.).............................69%
b) Part-time (less than 30 hrs.) ................................31%
2. Employment Classification
a) Professional........................................................33%
b) Retail Sales.........................................................14%
c) Service (including restaurant) .............................23%
d) Medical................................................................8%
e) Clerical.................................................................9%
f) Other .................................................................13%
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Parking Consultants - Planners Final Report - November, 2006
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6. City of Ferndale
Downtown Parking Study
4. If you drive when you come downtown where do you
usually park? Below are the employee responses to the opinion questions on the survey:
a) City Lot ..........................................65% A) There are an adequate number of parking spaces available for downtown employees.
b) Privately owned Lot .........................20%
c) On-Street ..........................................10%
d) Residential Street............................... 5%
B) The parking for downtown employees is reasonably close to my place of work.
C) If the City constructed a well-designed and secure parking structure I would use it.
5. Who pays for your parking?
a) Employer pays .................................26%
b) I pay.................................................28%
c) Combination ..................................... 6% D) I would pay more to park closer to work rather than to park further away.
d) It’s free .............................................30%
e) I do not pay ......................................10%
E) I would use a parking deck to park.
3-5 Rich and Associates, Inc.
Final Report-November, 2006 Parking Consultants - Planners
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7. City of Ferndale
Downtown Parking Study
F) The daily cost of off-street parking for customers and visitors usage should be no more than? H) The daily cost of parking for downtown employees should be?
# of respondents # of respondents
10
38
1
1
10
1
14
3
2
16
1
14
15
7
1
5
26
1
3
1
1
G) The monthly cost of parking for downtown employees should be?
# of respondents I) The fine for overtime parking should be?
# of respondents
31
2
19
17
10
8
35
15
4
2
9
1
7 2
1 1
2 1
1
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8. City of Ferndale
Downtown Parking Study
J) How many of the downtown shops or services do you typically visit during the week? K) Name of the city/town/township where you reside?
City/Town/Township # of Respondents
# of # of
Ferndale ................................................................... 26
Downtown Stores Respondents
Royal Oak ................................................................. 13
2 shops.................................................................................11 Hazel Park .................................................................. 6
Oak Park .................................................................... 4
5 shops.................................................................................12
Clinton Township ....................................................... 5
3 shops...................................................................................9 Detroit........................................................................ 4
Warren ...................................................................... 3
4 shops...................................................................................9
Southfield .................................................................. 3
1 shops...................................................................................7 Troy ........................................................................... 2
3.5 shops...................................................................................5 Roseville ................................................................... 2
Eastpointe ................................................................. 2
7 shops...................................................................................5
Berkley ....................................................................... 2
4.5 shops...................................................................................4 Bloomfield ................................................................. 1
10 shops...................................................................................4 Rochester Hills.............................................................1
New Hudson................................................................1
2.5 shop...................................................................................3 Center Line................................................................. 1
8 shops...................................................................................3 Clawson ..................................................................... 1
Farmington Hills......................................................... 1
5+ shops...................................................................................2
Goodrich .....................................................................1
1.5 shops...................................................................................2 Hamtramck................................................................. 1
7.5 shops...................................................................................1 Harper Woods ........................................................... 1
Harrison Township .................................................... 1
Livonia ...................................................................... 1
Madison Heights ........................................................ 1
Northville Township .................................................. 1
Pontiac ....................................................................... 1
Ray Township ............................................................ 1
St. Clair Shores .......................................................... 1
Sterling Heights .......................................................... 1
Swartz Creek .............................................................. 1
Waterford .................................................................. 1
Westland .................................................................... 1
3-7 Rich and Associates, Inc.
Final Report-November, 2006 Parking Consultants - Planners
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9. City of Ferndale
Downtown Parking Study
Stakeholder Meetings
Rich and Associates conducted a number of stakeholder interviews. We had several person-
to-person interviews and we also conducted phone interviews. The overall consensus from
stakeholders was that Ferndale has a parking shortage. Many people indicated that on
Thursdays, Fridays, and Saturdays people had a difficult time finding parking. There were a
few people who felt that Ferndale has enough parking, though the majority indicated that
Rochester
Hills there is not enough parking especially in the evening. Some felt that Ferndale is loosing
business because customers cannot find parking.
Several stakeholders thought it would be a good idea to build a parking structure on the
Withington and or Troy parking lot. There was also mention of continuing on-street
parking west on 9 Mile down to Pinecrest. Several people expressed that there was a higher
shortage of parking on the east side of Woodward versus the west side of Woodward.
Several stakeholders mentioned that since Buffalo Wild Wings opened the parking shortage
has become more of a problem in the Withington lot. Many felt that any time a major
sporting event is being televised, parking in the Withington lot becomes difficult. People
expressed that there was a shortage of parking in the Withington lot due to new businesses
in the area. Several people also noted that the Withington lot has a confusing configuration
and is not pedestrian friendly.
Several stakeholders brought up that Woodward is a pedestrian barrier which is difficult to
cross, and that people typically do not park on the west side of Woodward and cross to
businesses on east side of Woodward. Some people interviewed did note that there was a
greater shortage of parking on the east side of Woodward.
There were mixed opinions on enforcement, some felt that there was enough enforcement
while a larger number of others felt that there was not enough parking enforcement. There
were several who commented on the enforcement not being fair, with the enforcement
officer ticketing some vehicles with expired meters and leaving others without tickets. Most
felt that the enforcement needed to be more consistent.
Stakeholders discussed a lack of signage and wayfinding to the parking lots. Stakeholders
indicated that it is difficult for visitors/customers coming to Ferndale for the first time, as
they may not be able to easily find parking. Many customers/visitors will park in residential
areas because they do not know where the public parking lots are.
Planning for future development and growth was an important issue with most stakeholders.
This map spatially represents where employees are coming from. They did not want to see parking hindering businesses in Ferndale. Pedestrian orientation
was also important to most stakeholders. Many expressed that walkways and lots are not
pedestrian friendly and would like to see more done to make crossing Woodward easier on
customers/visitors to Ferndale.
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Parking Consultants - Planners Final Report - November, 2006
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