HOLLYWOOD - A new pilot program starts this week that takes aim at one of the biggest transportation challenges by reducing the cost of parking at two City-owned facilities in one of the busiest commercial and entertainment hubs in all of Los Angeles, Councilmember Mitch O’Farrell announced today.

O’Farrell has been working with the Los Angeles Department of Transportation (LADOT) on the pilot program that will level the rate structure of two (2) parking facilities with on-street meter pricing for the first two (2) hours. Both the Vine Street Lot 702 and the Cherokee Avenue Lot 670 will be used during this pilot program [SEE PARKING IN LA]. Starting this week, the pricing structure is now $2/hour for the first 2 hours.

“The unfair pricing structure has put Hollywood businesses at a competitive disadvantage far too long,” said O’Farrell. “My office has been working with LADOT to address this issue, and I intend to put the City in the business of supporting local merchants. It will help our local economy while improving our quality of life.”

The previous price was $2/30 minutes at the Vine Street garage, and $2/15 minutes at the Cherokee Avenue facility.  This enhancement will make public parking facilities more user-friendly and will allow Hollywood to be competitive with other regional shopping destinations.

"LADOT is excited to implement this new pilot program that matches short-term (two hour) parking garage pricing to on-street meter parking rates through March 2015,”  said Seleta J. Reynolds, General Manager, LADOT. “We hope to encourage using these garages more often and help save drivers from having to circle the block to find less expensive on-street parking spaces."

Other longer-term proposals that have been discussed include the possibility of validation and valet programs to support local businesses and residents. Here is a breakdown of the rates:

Vine Street (Lot 702)

OLD: $2/30 min; $12 daily max

NEW: $2/hour, first 2 hours; then $2/15 min; $13 daily max

Cherokee Avenue (Lot 670)

OLD: $2/15 min; $16 daily max

NEW: $2/hour, first 2 hours; then $2/15 min; $16 daily max

PHOTO: City-owned parking facility at 1625 N Vine Street. O'Farrell says the new pilot program will temporarily reduce fees for first two hours of parking in vibrant entertainment hub.



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