Paid Parking is Jasper’s cash cow that keeps growing

The Municipality of Jasper’s administrative team is suggesting to council that Jasper can get more out of its paid parking program.

CAO Bill Given is putting forward that Committee of the Whole recommend council expand the town’s paid parking program to year-round operations starting May 1, and to increase parking rates. Residents would continue to park for free.

Last year, Jasper’s paid parking program brought in nearly $1.2 million. During budget discussions, council set a target of $1.35 million in 2024.

To hit that number, administration is proposing council consider raising rates to $4 per hour on-street and $3 per hour—or $18 per day—in parking lots. A reconfiguration of the oversized parking stalls in the 200 block parking lot is also recommended.

Together with implementing year-round paid parking, the changes could bring up total revenue by as much as $308,000, the document estimates.

In a letter to be tabled in the Municipality of Jasper’s Committee of the Whole Meeting this Tuesday, February 13, Given outlined the benefits of the program to the town’s bottom-line since it started in 2021.

Given’s letter compares the proposed prices to other tourism communities in the area: Banff charges drivers who park on-street $5 per hour during summer and $4 during winter; Canmore charges $4 per hour in peak times and $3 per hour off-peak; Sylvan Lake and Drumheller charge $3 and $2.50 per hour, respectively, he reported.

Given acknowledged in his proposal the potential for “pushback from regional visitors and downtown business operators who rely on them during the slow months of November through February.

“Streets are also less busy in winter, which means more free parking will be available in the areas adjacent to the paid parking zone,” Given writes.

“This could both reduce the incentive for visitors to park in the paid parking zone, and increase the number of resident complaints about visitors parking in resident only zones.”

The proposal suggests lowering the hourly rate during quieter times to “mitigate some of those concerns.”

What do you think? Do you support increasing the cost of paid parking in Jasper? How about making it year-round? Email editor@thejasperlocal.com to share your thoughts.

Cameron Jackson // info@thejasperlocal.com