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the north and south end of downtown, along Main Street, First Street, Peters Avenue, and the side streets.As a result of this study, the Pleasanton Downtown Association identified adding public parking in the downtown area among its current priorities and provided the City with a letter outlining its 2-year downtown parking recommendations that incorporates feedback from merchants and residents (Attachment 2). DISCUSSION While addressing downtown parking has been included in the City Council Work Plan for the past several years, acquiring individual properties for parking lots and constructing a parking structure were deemed long-range goals given the City's investment to acquire and improve the Alameda County Transportation Corridor. However, with increasing activity in Downtown Pleasanton, the desire to address parking supply and demand more holistically has gained much greater emphasis, as noted during the Council's review of its 2015-2016 Work Plan. To assist the City Council in developing a strategy to better calibrate parking supply and demand in both the near- and long-term, staff herein presents a selection of steps to evaluate the need for and determine solutions to increasing parking supply and more effectively managing existing parking resources. Parking supply is focused on the amount of parking available in the downtown, while parking management addresses how efficiently parking is utilized. Both are recognized in the Downtown Specific Plan as equally important components of a parking strategy. While these steps are not intended to replicate or augment every parking program that has been implemented by a city, they are reflective of the range of actions that are well-suited to Downtown Pleasanton and have been successfully used in communities similar to Pleasanton. Staff proposes to explore these in more detail in the coming months and return to the City Council with a downtown parking strategy and implementation plan. To understand the impacts of changing consumer preferences and parking demand patterns, it is necessary to evaluate existing parking conditions, supply, and usage as the basis for future recommendations. Thus, as an initial step, a study will: 1) update the 2013 downtown parking demand study to verify parking space utilization (including collecting data related to the relative demand for long-term versus short-term parking) and make recommendations on how many spaces are needed in the entire downtown area and within each 'zone' (e.g., north, central, and south) based on a target parking space occupancy rate; and 2)determine the feasibility of building a parking structure on potential sites, to include the number of new spaces that could be created along with possible financing options. The study will also provide recommendations on how the existing parking supply could be managed to, for instance, increase turnover of existing parking spaces (freeing up supply), direct downtown customers and/or employees to underutilized lots, and encourage alternative means of traveling to and within downtown. Staff is currently developing a detailed scope of work for this study and with Council authorization will issue a Request for Proposals; Council approval to award a contract will be considered at an upcoming City Council meeting. Parking Supply Page 3 of 5