Christmas Parking costs down at Christmas in Dublin

Christmas Parking Promotion 2012

A detailed report was submitted to the June meeting of the Transport
and Traffic Strategic Policy Committee on the Christmas Parking
Promotion in 2011.  This promotion involved half price parking for
Parking Tag customers during the promotional period (1st December 2011
to 8th January 2012).  In summary, this promotion cost the City
Council in the region of €150,000 but there was no clear benefit
derived from this reduction in income, either for the Council or the
city.  An example of this is that an analysis of daily Parking Tag
transactions showed a marked reduction in activity on Saturdays, a key
shopping day, with less than half of the normal weekday transactions –
this pattern applied before, during and after the promotion period of
Christmas 2011. The previous report also analysed the income from
on-street parking in the yellow zone from October to December in the
past three years and concluded that there is spare capacity on-street
in the city centre in the month of December.  In this regard it is
considered appropriate that Dublin City Council undertake some
promotion to try to encourage shoppers into the city over the festive

The recommendation for the Christmas Parking Promotion 2012 is a
reduced tariff of €1 per hour for all cars parking (Parking Tag and
Pay and Display) in the white zone every Saturday and Sunday in
December 2012.  This is a reduction of €1.90 per hour on a Saturday
and €0.40 on a Sunday.  The white zone has been identified as the core
city centre trading area as it is differentiated from the remainder of
the yellow zone by having paid on-street parking on a Sunday from
14.00 – 18.00.
The white zone is defined as the area bound by Parnell Square on the
north, St Stephens Green on the south, Capel Street on the west and
Nassau Street on the east.  This comprises over 800 on-street parking
spaces.  A map is attached.  All of the parking machines within the
white zone are the Strada Rapide and are the most technologically
advanced machine on-street in the City Council area.  The management
system of these machines will enable the City Council to programme the
change in tariff remotely thereby eliminating manually changing
tariffs/hooding individual machines which would not be a viable
option.   It is hoped that any loss in income from the reduction in
tariff will be offset by an increased demand for the spaces available.
The Christmas Parking Promotion will be advertised by means of a
special sticker on the parking machines in the white zone, availing of
the December slot on a number of the JC Decaux metropanels located
around the city, the Dublin City Council website and Firstpost.  We
have also contacted our Events and Tourism Promotion Section with
regard to being part of ‘Dublin at Christmas’.
Arrangements have been made to survey the level of parking in the
white zone on two week-ends in November, December and January.  The
findings of the surveys as well as data extracted from the management
system on the parking machines will be used to report back to the
Transport and Traffic Strategic Policy Committee early in 2013 on the
outcome of this promotion.
The Christmas Parking Promotion was discussed and agreed at the
meeting of the Transport and Traffic Strategic Policy Committee of
12th September, 2012.
A temporary reduction in on-street parking tariffs is an Executive Function.

Michael Phillips
Director of Traffic & City Engineer

5th November, 2012