The Key Task

With an underutilized new parking garage, Watsonville wanted to take a different tack— reducing the financial burden of parking requirements on building reuse projects and making better use of existing parking supplies

Business Goals

• Renew vibrancy and tax base in city core

• Keep spending on transportation within budget constraints

Guest Wishes

• Make it easy to find a short-term parking space to facilitate shopping trips in commercial core

• Do no harm - avoid harming existing businesses and long-time visitors in the process of creating conditions for growth

Strategy

• Reduce transportation-related barriers to adaptive reuse in a downtown with many architectural jewels

• Deploy a mix of incentives and costs to steer travel behavior in a way that better aligned with city development and sustainability goals