PRESENTER: Presenter
Jeff Jewell, Director of Economic & Community Development
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SUBJECT: Title
Discuss and consider the approval of the Downtown Parking Revenue Reinvestment Annual Plan as recommended by the New Braunfels Downtown Board.
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DEPARTMENT: Economic & Community Development
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COUNCIL DISTRICTS IMPACTED: 1, 5
BACKGROUND INFORMATION:
The City of New Braunfels launched a managed parking program in Downtown in July 2025 to better manage a limited public resource - parking spaces - and improve access to Downtown destinations. As part of the program, a dedicated Parking Revenue Fund was established to ensure that parking revenue generated in Downtown is reinvested directly back into the district to enhance the visitor experience, support local businesses, and improve the public realm.
Annual parking revenue after program expenses is projected at approximately $373,833, based on $196,000 in net revenue generated from July 2025 through February 2026.
To guide reinvestment decisions, the Downtown Board established a Parking Revenue Advisory Standing Committee. The committee evaluated potential uses for revenue and developed recommendations that were approved by the Downtown Board. On February 9, 2026, the committee identified priority categories for reinvestment and on March 23, 2026, the committee prioritized the categories in the following order of importance:
1. Pedestrian Safety & Comfort Projects that enhance walkability, safety, and the pedestrian environment in Downtown, including crosswalk improvements, pedestrian lighting, shade and landscaping, seating, ADA curb improvements, and completion of missing sidewalks.
2. Improved Parking Experience Projects that help visitors easily locate parking while improving the overall convenience and experience of visiting Downtown. Examples include wayfinding signage, parking maps, parking lot lighting, parking space striping, and public art or placemaking features.
3. Additional Parking Supply Projects to increase available public parking, including reconfiguring existing parking lots to gain additional spaces and leasing private property for public parking opportunities.
The Parking Revenue Committee and the Downtown Board also recommended the creation of a Landscaping and Maintenance Worker position to support a broader Downtown beautification team. This team will work 40 hours per week in Downtown performing cleaning, landscaping, and minor maintenance tasks such as sidewalk and curb cleaning, trash removal, landscaping upkeep, graffiti removal, minor repairs, maintenance of public furnishings, and more.
ISSUE:
Maintaining clean, safe, and attractive public spaces is essential to Downtown’s image, safety, and day-to-day usability for businesses, residents, and visitors. The proposed Annual Reinvestment Plan directs efforts and specific projects to reinvest parking revenue into Downtown improvements.
STRATEGIC PLAN REFERENCE:
☒Economic Mobility ☒Enhanced Connectivity ☒Community Identity
☒Organizational Excellence ☒Community Well-Being ☐N/A
FISCAL IMPACT:
The Economic and Community Development Department will oversee implementation of the Parking Revenue Reinvestment Plan and provide quarterly progress reports to the Downtown Board’s Parking Revenue Committee.
Consideration of the fund’s current balance will be analyzed before advancing specific projects.
The plan supports all five of the City’s Strategic Plan goals by improving walkability, supporting placemaking and public art, and reinvesting revenue into quality-of-life improvements in Downtown.
Recommendation
RECOMMENDATION:
Staff recommends the approval of the Downtown Parking Revenue Reinvestment Annual Plan.