Proposal - Fehr & PeersCity of La Quinta
2025 Parking
Study for the
Village Build-Out
Plan Area
Kellie Dugdale
K.Dugdale@fehrandpeers.com
555 W Beech St, Suite 302
San Diego, CA 92101
(619) 234-3190
Proposal for the
Submitted By:
September 12, 2025
1. Cover Letter
2. Firm Background
and Experience
Dear Members of the Selection Panel,
With a growing population, increased visitor demand, and changes in
connectivity, Fehr & Peers recognizes the critical need for the City of La
Quinta to evaluate its approach to parking management within the Village and
identify strategies for efficient and adaptable parking management. Fehr &
Peers is excited for the opportunity to collaborate with the City of La Quinta
to analyze current parking challenges, identify future needs, and prioritize
recommendations and investments. We look forward to the prospect of
offering tailored solutions based on our study of parking supply, demand, and
behavior across the Village. This parking management study is an opportunity
to document a comprehensive parking management approach to identify
solutions that seek to simultaneously improve residents’ quality of life and local
economic vitality while providing access to the City’s unique offerings and
valuable local resources.
As a leading multimodal transportation planning firm, parking management
is a core area of our work. We have assembled a Southern California-based
project team to serve the City in becoming a model of parking management
among peer cities of California. We are confident that we will provide the best
combination of parking and mobility expertise, analysis capability, and process
efficiency to this project. Several key strengths which allow us to offer the
highest quality of service to the City include:
• Applying parking expertise for the local context. We partner with numerous
cities across California to collect and meaningfully distill in-depth parking
data in a clear manner, provide parking strategy recommendations based on
national best practices (tailored to communities), and develop parking plans
responsive to immediate needs and future possibilities.
• Solving for impactful solutions. Our collaboration with the City will
be strengthened through clear communication, early identification of
opportunities, and customized analysis. We look forward to setting the City
up for success on this effort and implementation to come.
• We Specialize in Transportation Planning and Engineering. We choose to
focus on being the best transportation engineering and planning consulting
firm. Fehr & Peers works extensively in innovative multimodal planning and
design, including funding our own in-house research initiatives. Topic areas
pertinent to this effort include our research groups dedicated to Multimodal
Safety, Bicycle & Pedestrian Planning, and Parking.
• We Can Meet the City’s Needs Quickly and Efficiently. We have 100
professionals in our four Southern California offices, ensuring a deep bench
of experienced professionals is readily available to serve the City’s needs.
We look forward to discussing this proposal and refining our approach to
ensure it meets the City’s needs. Please contact me with any questions.
Location of Main Office
and Office that will
Service the Project:
Fehr & Peers San Diego
555 W. Beech St #302,
San Diego, CA 92101
I declare that all
information and
pricing provided in the
proposal is valid for at
least ninety (90) days,
and that the individual
who will perform the
work for the City is
free of any conflict of
interest.
Subcontractors:
We are engaging no
subcontractors for this
contract.
September 12, 2025
Re: 2025 Parking Study
for the Village Build-
Out Plan Area
Jason Pack, PE
Principal
101 Pacifica #300, Irvine, CA 92618
(949) 308-6300 | J.Pack@fehrandpeers.com
KEY PROJECTS
• San Diego Parking
Management Plan
• Downtown Burbank Parking
Management Plan
• Walnut Creek Parking and
Curbside Management Study
• Sausalito Downtown Parking
Study
• SFMTA Paid Parking Study
KEY PROJECTS
• Downtown Garden Grove
Strategic Management Plan
• Anaheim Center City Parking
Study
• Rancho Cucamonga Shared
Parking Tool and Manual
• Downtown Santa Ana Parking
Study
KEY PROJECTS
• Downtown Roseville Parking
Management Plan
• Downtown Fullerton Parking
Management Plan
• Cupertino City Center Shared
Parking Assessment
• San Bernardino TOD Overlay
Parking Code Development
KELLIE DUGDALE
PROJECT MANAGER
Kellie will be the main point of
contact for the City of La Quinta,
with specialized expertise in
travel demand management,
parking analysis, and emerging
mobility technology. Kellie
Dugdale is a Transportation
Planner with Fehr & Peers, with
a specialty in recommending
and implementing municipal
programs that are efficient,
adaptable, and equitable. She
has conducted operational
assessments, led community
and stakeholder outreach,
managed data collection studies,
and developed comprehensive
implementation plans.
SPENCER REED, PE
ASSOCIATE-IN-CHARGE
Spencer is a Senior Associate
with over 14 years of experience
in transportation engineering
and planning. He brings a wide
variety of skills and an innovative
analytical perspective to all his
projects. Spencer’s project and
technical experience include
travel demand modeling,
parking demand and operations,
intersection and driveway design,
and bicycle and pedestrian
planning. He understands that
various projects have a wide
range of needs, and he maintains
a steadfast commitment to
the efficiency and reliability of
results.
JASON PACK, TE
PRINCIPAL-IN-CHARGE
Jason is a Principal in the
Southwest Region, with an
extensive background in parking
management, parking studies,
travel demand forecasting,
traffic operations assessment,
VMT analysis, big data analysis,
transit ridership forecasting, and
transportation impact studies
involving NEPA and CEQA. His
focus is to utilize his experience
and the technical resources of
the company to help clients
answer their toughest questions
related to mobility.
A. Qualifications of the Project Team
City of La Quinta2 32025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA
DOWNTOWN BURBANK
PARKING STUDY
B. Descriptions of Similar Projects
PROJECT INFO
Client Name
David Kriske
Assistant Community Development
Director
150 North Third Street, 2nd Floor,
Burbank, CA 91502 US
(818) 238-5269
dkriske@burbankca.gov
Project Start and End Dates
July 2024 – May 2025
Staff Assigned to this Project
Kellie Dugdale - Project Manager
Summary of Final Outcome
The Parking Study helped the City of Burbank
maximize the existing parking supply and make
data-driven decisions.
Fehr & Peers conducted the Downtown & Metrolink
Parking Study and is developing a Downtown
Parking Management Plan for the City of Burbank.
The city intended to implement a paid parking pilot
program in 2024, but prior to doing so needed to
determine the highest demand areas, the current
frequency of parking space turnover, a pricing
strategy, and an approach to limiting parking spill-
over into adjacent neighborhoods.
Fehr & Peers coordinated three days of data
collection of the on-street and off-street facilities,
which informed the updated parking management
strategy. We evaluated potential rate structures,
such as demand-based pricing, escalating
rates, and peak season pricing. We developed
recommendations for operations, enforcement,
technology & equipment, and potential future
capital investments. We also evaluated wayfinding
technology to direct drivers to open parking
spaces and operational strategies that can increase
capacity, such as valet and automated parking to
maximize the existing parking inventory without
having to build expensive new structures.
CITY OF SAN DIEGO
PARKING DEMAND MANAGEMENT PLAN
PROJECT INFO
Client Name
Claudia Brizuela, TE
Senior Traffic Engineer
202 C St,
San Diego, California, 92101
(619) 236-6578
brizuela@sandiego.gov
Project Start and End Dates
July 2024 – January 2025
Staff Assigned to this Project
Kellie Dugdale - Project Manager / Parking
Expert
Spencer Reed – Associate-In-Charge
Summary of Final Outcome
Building on traditional parking management, the
framework establishes demand management
strategies that are grounded in data, adaptable
over time, and balance the diverse needs of
each community parking district (CPD).
Fehr & Peers developed a Parking Demand
Management Plan for the City of San Diego that
establishes an adaptable framework for citywide
curb & parking management. The framework was
developed and then applied to five Community
Parking Districts (CPDs) and two regional parks in
the City of San Diego. The framework is a flexible-
yet-standardized process for implementing
parking management best practices using data-
driven decision making with an emphasis on
local context. The framework details how parking
utilization data will be analyzed, to inform when
and where rate structures, policies, and programs
will be implemented. Traditional parking demand
management has historically focused on occupancy
and duration data to determine an appropriate
market rate for hourly paid parking. While this
data is important to consider, the framework takes
these concepts a step further by incorporating
who is parking and why. Fehr & Peers rigorously
analyzed parking utilization data collected at over
16,500+ spaces, transactional data, big data from
StreetLight, and private parking facility rates in five
CPDs and two regional parks within the City of San
Diego.
City of La Quinta4 52025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA
GARDEN GROVE PARKING MANAGEMENT
STRATEGIC PLAN
PROJECT INFO
Client Name
Alana Cheng
Senior Administrative Analyst
11222 Acacia Parkway
Garden Grove, CA 92840
(714) 741-5998
alanac@ci.garden-grove.ca.us
Project Start and End Dates
2017-2019
Staff Assigned to this Project
Spencer Reed - Associate-In-Charge
Summary of Final Outcome
The plan was received and filed by Garden
Grove City Council.
Fehr & Peers partnered with the City of Garden
Grove, California on the development of a
downtown Parking Management Strategic Plan.
The purpose of the plan was to identify the parking
issues, concerns, and needs—both current and
future—and to outline recommendations and
strategies for improved and effective management
of parking in the downtown area. A detailed data
collection survey was undertaken to document the
supply and type of parking spaces as well as the
hourly demand of the parking facilities.
These facilities included surface lots and on-street
spaces encompassing a total of approximately 2,316
spaces. The plan included a parking demand model
that was used to estimate future parking conditions
in the study area. The plan was developed to be a
toolbox that recommends a variety of strategies
that could be implemented either in isolation
or combined as part of a larger management
strategy. Examples were provided to identify
scenarios in which the plan could be referenced for
implementation of parking management strategies.
SFMTA PAID PARKING STUDY
PROJECT INFO
Client Name
Katie Angotti
Office of the Chief of Staff & External Affairs
kathryn.angotti@sfmta.com
Office: 415-646-2071
Project Start and End Dates
2024-2025
Staff Assigned to this Project
Kellie Dugdale - Project Manager / Parking
Expert
Summary of Final Outcome
The parking payment system concepts
ultimately identified and evaluated encompass
equipment-lite, mobile-focused, and no-
equipment paid parking options.
San Francisco is well known in the parking industry
for its implementation of innovative technologies
and policies for managing the curb. In this latest
effort, SFMTA wanted to evaluate opportunities
for “mobile” focused parking payment systems
that do not rely on physical payment machines,
while still providing equitable access and ensuring
a financially sustainable parking operations. To
support SFMTA in this pursuit, Fehr & Peers set
out on an exploratory process to identify as many
mobile parking payment systems and technology
configurations options as possible. Fehr & Peers led
the evaluation of potential mobile parking payment
systems to inform future outreach, analysis, and
decision-making. This Study assessed SFMTA
in understanding conceptually how a mobile-
focused parking payment system could work in
San Francisco, if a pilot zone or zones were to be
implemented.
City of La Quinta6 72025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA
Fehr & Peers has been in business for 40 years and has been
performing the services noted in this proposal for the entire
duration of its 40-year history.
See appendix for resumes
68-0065540
Chris Mitchell, CEO/President
Sarah Brandenberg, Vice President
Steve Brown, Vice President
Chris Breiland, Vice President
Meghan Mitman, Vice President
Lysa Wollard, CFO/Treasurer
Christine Shields, Secretary
California Corporation #C1186502
Not a subsidiary
D. Years in Business
C. Resumes of
Team Members
E. Taxpayer ID Number
F. Firm Ownership
G. Subsidiary
References
Project Description
Project Start and
End Dates
Staff
Assigned
Summary
of Final
Outcome
David Kriske
Assistant Community
Development
Director
150 North Third Street,
2nd Floor,
Burbank, CA 91502 US
(818) 238-5269
dkriske@burbankca.gov
Downtown
Burbank Parking
Study
Fehr & Peers
conducted
the Downtown
& Metrolink
Parking Study
and developed a
Downtown Parking
Management Plan
for the City of
Burbank.
July 2024 –
May 2025
Kellie
Dugdale
The Parking
Study helped
the City of
Burbank
maximize
the existing
parking
supply
and make
data-driven
decisions.
Claudia Brizuela
Senior Traffic Engineer
City of San Diego
Transportation
T (619) 236-6578
Brizuela, Claudia
cbrizuela@sandiego.gov
City of San Diego
Parking Demand
Management Plan
Fehr & Peers
developed a
Parking Demand
Management
Plan for the City
of San Diego
that establishes
an adaptable
framework
for citywide
curb & parking
management.
July 2024 –
January 2025
Spencer
Reed
Kellie
Dugdale
The
culmination
of the project
resulted in
a Parking
Demand
Management
Plan- which
provides
more than
a best
practices list
of strategies
that improve
parking
management.
3. CA Agency References
The following clients can attest to our high quality work.
92025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA8
4. Fee Schedule
Fee Proposal for La Quinta
Fehr & Peers (Prime)
Kellie Dugdale
Project Manager
Jason Pack
Principal-in-
Charge
Spencer Reed
Associate-in-
Charge
Nicole Matteson
Project Planner
Marie Bedogne
Project Analyst
Project
Coordinator
Labor
Hours
Direct Labor
Costs
Direct
Costs Subtotal
Tasks $210.00 $385.00 $290.00 $165.00 $165.00 $165.00
Task 1 - Project Management
In-Person Kick-Off Meeting & Site Visit / Ride Along 12 8 8 8 6 42 $10,230 $1,710 $11,940
Biweekly Meetings 16 16 4 36 $6,660 $330 $6,990
City Council Meeting 4 2 4 6 2 18 $4,090 $200 $4,290
Task 2 - Parking Existing Conditions Assessment
2a. Documentation Review 4 8 2 14 $2,490 $120 $2,610
2b. Parking Data Collection & Analysis 16 2 2 16 36 10 82 $14,940 $30,750 $45,690
Task 3 - Parking Demand Analysis
Forecast Future Parking Demand 16 2 4 24 6 52 $10,240 $510 $10,750
Future Parking Demand Heat Maps 4 4 8 2 18 $3,150 $160 $3,310
Task 4 - Parking Demand Management Plan
4a. Parking Demand Managemet Strategies Toolkit 8 4 24 6 42 $7,790 $390 $8,180
4b. Parking Facilities & In-Lieu Fee Structure Assessment 4 4 4 8 8 4 32 $6,840 $340 $7,180
4c. Parking Demand Management Plan 16 2 4 36 8 8 74 $13,870 $690 $14,560
Total for all Tasks 100 20 30 150 60 50 410 $80,300 $35,200 $115,500
Optional: Stakeholder Engagement (Per Virtual Meeting)4 4 8 2 18 $3,650 $350 $4,000
Optional: Stakeholder Engagement (Per In-Person Meeting)8 12 4 24 $4,320 $930 $5,250
Notes:
Actual billing rate at the time of service may vary depending on the final staffing plan at the time the project starts; the overall fee will not be exceeded.
Mileage is billed at the IRS rate plus 10% handling fee.
All other direct and subconsultant expenses are billed with 10% handling fee.
Other direct costs such as computer, communications, and reproduction charges are billed as a percentage of labor.
Rates and staff are subject to change at any time, without notice, and within the total budget shown
1
10
5. Complementary Services
6. Project Organization
Kellie Dugdale
PROJECT MANAGER
Nicole Matteson
PROJECT PLANNER
Marie Bedogne
PROJECT ANALYST
Spencer Reed, PE
ASSOCIATE-IN-CHARGE
Jason Pack, PE
PRINCIPAL-IN-CHARGE
All services offered for this project are listed in Section 9, Explanation of Methodology. Any
complementary services will be agreed on in advance, in consultation with the City of La Quinta.
Kellie Dugdale will manage the project from start to finish and will be the main point of contact with the
City of La Quinta. She will be joined by Spencer Reed, Associate-in-Charge, and Jason Pack, Principal-in-
Charge, who have worked with Kellie on numerous parking studies. Jason will provide Quality Control and
Quality Assurance throughout the project.
The core team will be joined by two supporting staff members, Nicole Matteson and Marie Bedogne, who
will provide project support, having previously participated in numerous parking studies.
SUPPORTING STAFF
7. Subcontracting Services
8. Disclosures
Fehr & Peers is not engaging subcontractors for this project.
Fehr & Peers affirms that there is no negative history or information to disclose.
City of La Quinta11 122025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA
9. Explanation of Methodology
Task 01: Project Management
Fehr & Peers will coordinate, schedule, and lead an in-person meeting with City staff to kick-off the
project. The primary agenda for the meeting will include a discussion of project goals, the project
schedule, and finalize the project scope of work. Kellie Dugdale, the proposed Project Manager, will be
identified as the single point of contact for the city.
Immediately following the in-person kick-off meeting, the project team will conduct a site visit with City
staff, and tour of the Village Commercial District (the Village). We will evaluate existing areas available
for parking and circulatory conditions, and make initial observations of the Village to inform the Parking
Existing Conditions Assessment (Task 02).
Coordination with City staff and the project team will continue throughout the duration of the project. Fehr
& Peers will facilitate biweekly check-in calls to discuss progress with each task, deliverables, milestones,
and next steps. These calls can increase in frequency or be spaced as appropriate for each phase of the
project. Fehr & Peers will provide necessary agendas, meeting minutes, and project schedule updates as
needed.
The culmination of the project will result in Fehr & Peers attending and participating in a virtual
presentation to City Council. We will prepare thorough presentation materials, which explain the project’s
objectives, findings, and recommendations.
Deliverables:
• In-Person Kick-Off Meeting & Site Visit / Ride Along
• Kick-Off Meeting Agenda and Minutes
• Draft/Final Project Plan & Schedule
• Bi-weekly Check-in Meetings
• Attend & participate in a virtual City Council meeting presentations
Task 02: Parking Existing Conditions Assessment
Task 2a: Documentation Review
The Fehr & Peers Team will work with City staff to identify and compile all available parking strategies,
reports, policies, plans, and studies related to parking management operations in the City of La Quinta.
All available past parking studies that have been conducted will be reviewed, such as the 2006 Village
Parking Study and the 2035 La Quinta General Plan, and any subsequent City-conducted parking surveys.
Following our review of the studies and data, Fehr & Peers will facilitate a workshop with city staff during
a bi-weekly meeting to discuss our findings, and make any necessary adjustments to the Parking Data
Collection & Analysis (Task 2c) scope.
Deliverables:
• Review and documentation of all available data, policies, reports, and studies, including:
— 2006 Village Parking Study
— Village Build-Out Assumptions
— 2035 La Quinta General Plan
— Municipal Code, Title 9 Zoning
— Zoning & General Plan Maps
— Proposed Development Map
• Review and documentation of parking operations, management, and enforcement technology or
equipment
Task 2b: Big Data Analysis
Fehr & Peers will conduct an origin-destination analysis using the big-data source,
StreetLight. The purpose of the origin-destination based occupancy analysis is to determine
the larger vehicular demand of the Village, and the origin of that demand.
A big-data analysis of data from StreetLight will be utilized to understand when and where vehicles are
coming from and entering into the Village. StreetLight Data uses a variety of data sources to generate
transportation metrics including vehicle volumes, origins and destinations, and routing. The findings will be
shared with the City in a PowerPoint presentation during a biweekly meeting and used to inform the Parking
Data Collection scope (see Task 2c below).
Deliverables:
• Big-Data Analysis findings PowerPoint
Task 2c: Parking Data Collection & Analysis
To establish a baseline assessment of parking in the Village, Fehr & Peers will coordinate a robust collection
of parking utilization data. Following the Parking Existing Conditions Assessment (Task 02) during bi-
weekly check-in meetings, we will leverage the time to discuss and finalize the data collection scope.
Below is data collection scope of work currently proposed, however, following the thorough review of
existing documentation, subsequent City-conducted parking surveys, and the Big Data Anlaysis, we may
recommend adjusting this scope as needed to best inform the analysis. Following agreement on the data
collection scope, Fehr & Peers will coordinate with a data collection vendor to collect parking utilization data
in the Village on one typical weekday and weekend day.
We are proposing the following data collection scope of work:
• Where
Collection of all on-street and public off-street within the Village
• What
Inventory with space-type detail
Occupancy and turnover by blockface or facility
• When
Two days (one weekday and one weekend day)
7 hours of counts, proposed at 8am, 10am, 12pm, 2pm, 4pm, 6pm, 8pm
The data collection results will be analyzed, mapped, and summarized in hourly heat maps displaying the
occupancy by blockface or facility.
City of La Quinta13 142025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA14
Deliverables:
• Data collection results by day, parking type, and block-face/facility
• PDF occupancy heat maps
Task 03: Parking Demand Analysis
Following the collection and analysis of parking utilization data, Fehr & Peers will prepare a Parking
Demand Analysis and assess how current parking availability may accommodate future parking demand
as the Village continues to grow.
First, we will evaluate the Village Commercial District and Build-Out Plan Area parking development
standards in the Zoning Ordinance and compare these standards to peer cities. Fehr & Peers will work
with the City to identify and survey up to 5 peer cities which are similar to the City of La Quinta in size,
geography, and land use. We will provide findings to the City in a PowerPoint presentation during a
biweekly meeting.
Next, we will analyze the current land use regulations, the Village Build-Out Plan and EIR, and the
anticipated growth in both the commercial and residential sectors within the Village. Fehr & Peers will
review a list of known upcoming projects and land uses (provided by the city), and will work with the
project team to identify the appropriate variables to determine parking demand rates to project potential
future parking demand. Utilizing these projects and parking demand rates, a parking demand projection
will be developed, which will estimate parking demand, taking into account peak and off-peak periods.
The parking projection will identify how many parking spaces are available during the peak parking
demand period and if there will be sufficient parking to accommodate the potential growth.
Deliverables:
• Review of Parking Development Standards for up to 5 peer cities
• Forecast future parking demand based on planned development projects anticipated for the down-
town area (based on project list provided by the City)
• Heat map presenting projected future “hot-spots” where demand is projected to exceed supply
Task 04: Parking Demand Management Plan
Task 4a: Parking Demand Management Strategies Toolkit
Based on the Parking Data Collection & Analysis findings in Task 02 , and the Parking Demand Analysis
in Task 3 , the Fehr & Peers Team will develop a toolkit of parking management strategies that aim to
optimize current and potential future parking demand within the Village. Proposed strategies will address
managing both the demand and supply of public and private parking, and may include the following:
• Parking regulation strategies including modifying the hours of operation or time limits to prioritize
patron use of front-door parking spaces and incentivizing visitors to stay, shop, and play in any of the
study areas.
• Peak period parking strategies including short-, mid-, and long-term strategies to provide parking
availability during peak periods and special events, such as valet services.
• Shared parking or public/private partnerships in which parking resources and funding can be shared
between compatible uses, whether private or public.
• Parking pricing strategies that both balance the needs of various users seeking parking and the need
to finance and maintain the parking system.
• Optimization of existing spaces including enhanced design considerations for emerging devices,
wayfinding, and information about parking availability.
• Residential and/or employee parking programs
• Updated enforcement practices to encourage compliance with parking regulations
• Evaluation of opportunity sites for future parking facilities to accommodate potential future demand
• Technology enhancements that enhance parking management and improved the customer experi-
ence
All proposed parking management strategies will be summarized in a technical memorandum that
includes a user-friendly matrix which clearly describes the proposed strategy, details its implementation
timeline, highlights strengths and potential challenges, and estimates relative annual costs and potential
funding sources.
Deliverables:
• Draft/Final Parking Management Strategies Technical Memorandum
Task 4b: Parking Facilities & In-Lieu Fee Structure Assessment
The future growth projected in the Parking Demand Analysis (Task 03) may result in additional
parking demand that cannot be accommodated by the existing parking inventory and availability.
Should this be the case, the City may need to consider planning for future parking facilities. Fehr
& Peers in collaboration with the City will identify and review up to 4 potential sites for parking,
and provide an estimate of the cost and the potential number parking spaces. This could include
City-owned Village parking lots and other vacant City-owned sites within the Village.
Fehr & Peers will also review the current parking in lieu fee structure and perform a study consistent
with the Mitigation Fee Act to update the fee. We will evaluate the existing In-Lieu Fee Program and
recommend updates as needed to future-proof the program and future growth within the Village.
Task 4c: Parking Demand Management Plan
The Fehr & Peers Team will compile all data analysis and recommendations into a comprehensive
Village Parking Demand Management Plan. The Plan will include a summary of the project goals and
objectives, study approach, and data analysis and methodology, and will holistically address parking
demand management within the City. In addition, the Plan will include a comprehensive parking
inventory, a summary of key findings, specific recommendations based on the quantitative analysis,
and management and implementation procedures that will be designed to meet the specific needs
of the City. The Plan will be written in a concise and clear style that will incorporate appropriate
graphics to ensure it is a user-friendly document. Fehr & Peers will prepare a Draft Report for
submittal to the city, address one round of consolidated agency comments, followed by the Final
Report. This scope assumes up to 10 staff hours to address consolidated agency comments.
Deliverables:
• Draft Parking Management Plan
• Final Parking Management Plan
Optional Tasks
Stakeholder Outreach
If desired, Fehr & Peers will coordinate and lead outreach meetings with key stakeholder groups, for
example with business owner groups, the Chamber of Commerce, or residents. The meetings are an
opportunity to receive input from the public and various stakeholders as well as inform attendees of the
project vision and goals, the best practices of parking management, and the data analysis findings.
$4,000 Per Virtual Stakeholder Meeting
$5,250 Per In-Person Stakeholder Meeting
City of La Quinta15 162025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA15
Schedule for La Quinta Village Parking Study
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Tasks
Task 1 - Project Management
In-Person Kick-Off Meeting & Site Visit / Ride Along
Biweekly Meetings
City Council Meeting
Task 2 - Parking Existing Conditions Assessment
2a. Documentation Review
2b. Big Data Analysis
2c. Parking Data Collection & Analysis
Task 3 - Parking Demand Analysis
Forecast Future Parking Demand
Future Parking Demand Heat Maps
Task 4 - Parking Demand Management Plan
4a. Parking Demand Managemet Strategies Toolkit
4b. Parking Facilities & In-Lieu Fee Structure Assessm
4c. Parking Demand Management Plan
Notes:
Task Type
Meeting
Work Period
Client Review
Outreach
Deliverable
2025 2026
E. Project Schedule
17
10. Insurance Requirements
Jason Pack
Fehr & Peers
Principal Fehr and Peers
ATTACHMENT 2
INSURANCE REQUIREMENTS ACKNOWLEDGEMENT
Must be executed by proposer and submitted with the proposal
I, ________________________________________ (name) hereby acknowledge and confirm
that __________________________________ (name of company) has reviewed
the City’s indemnification and minimum insurance requirements as listed in Exhibits E and
F of the City’s Agreement for Contract Services (Attachment 1); and declare that insurance
certificates and endorsements verifying compliance will be provided if an agreement is
awarded.
I am _________________________________ of ______________________________,
(Title) (Company)
Commercial General Liability (at least as broad as ISO CG 0001)
$1,000,000 (per occurrence); $2,000,000 (general aggregate)
Must include the following endorsements:
General Liability Additional Insured
General Liability Primary and Noncontributory
Commercial Auto Liability (at least as broad as ISO CA 0001)
$1,000,000 (per accident)
Personal Auto Declaration Page if applicable
Errors and Omissions Liability $1,000,000 (per claim and aggregate)
Worker’s Compensation (per statutory requirements)
Must include the following endorsements:
Worker’s Compensation Waiver of Subrogation
Worker’s Compensation Declaration of Sole Proprietor if applicable
182025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA
11. Non-Collusion Affadavit
ATTACHMENT 3
NON-COLLUSION AFFIDAVIT FORM
Must be executed by proposer and submitted with the proposal
I, ________________________________________ (name) hereby declare as follows:
I am _________________________________ of ______________________________,
(Title) (Company)
the party making the foregoing proposal, that the proposal is not made in the interest of, or on
behalf of, any undisclosed person, partnership, company, association, organization, or
corporation; that the proposal is genuine and not collusive or sham; that the proposer has not
directly or indirectly induced or solicited any other proposer to put in a false or sham proposal,
and has not directly or indirectly colluded, conspired, connived, or agreed with any proposer or
anyone else to put in a sham proposal, or that anyone shall refrain from proposing; that the
proposer has not in any manner, directly or indirectly, sought by agreement, communication,
or conference with anyone to fix the proposal price of the proposer or any other proposer, or to
fix any overhead, profit, or cost element of the proposal price, or of that of any other proposer,
or to secure any advantage against the public body awarding the agreement of anyone
interested in the proposed agreement; that all statements contained in the proposal are true;
and, further, that the proposer has not, directly or indirectly, submitted his or her proposal price
or any breakdown thereof, or the contents thereof, or divulged information or data relative
hereto, or paid, and will not pay, any fee to any corporation, partnership, company, association,
organization, proposal depository, or to any member or agent thereof to effectuate a collusive
or sham proposal.
I declare under penalty of perjury under the laws of the State of California that the foregoing is
true and correct.
Proposer Signature: __________________________________________________
Proposer Name: __________________________________________________
Proposer Title: __________________________________________________
Company Name: __________________________________________________
Address: __________________________________________________
12. Acknowledgement
of Addenda
ATTACHMENT 4
ACKNOWLEDGEMENT OF RECEIPT OF ADDENDA
Must be executed by proposer and submitted with the proposal;
If no addenda has been issued, mark “N/A” under Addendum No. indicating
Not Applicable and sign
ADDENDUM NO. SIGNATURE INDICATING RECEIPT
1
Jason Pack
Principal
Jason Pack
Principal
Fehr & Peers
Fehr & Peers
101 Pacifica #300
City of La Quinta19 202025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA
Kellie Dugdale
Senior Transportation Planner | Parking Specialist
About
Kellie Dugdale is a Senior Transportation Planner at Fehr & Peers, with an extensive
background in parking management and operations planning. Kellie specializes in
helping cities and universities efficiently and equitably manage their limited parking
and curbspace resources by developing programs and policies that balance the
incentives of the transportation system and influence behavior towards more
sustainable modes. She has spent the last 6 years consulting in the parking &
mobility industry, during which she was inducted into the National Parking
Association "40 under 40” class of 2022 for her influence.
Relevant Project Experience
San Diego Parking Demand Management Plan (San Diego, CA)
Kellie led a team to evaluate and improve how the City of San Diego operates the
seven Community Parking Districts (CPDs). The project resulted in a Parking
Demand Management Plan which provides a holistic approach to selecting
strategies customized to each unique area of the city that balances the desires of
parkers and the need for effective parking demand management, while maintaining
a financially sustainable operation. Immediately following the Plan, the City utilized
the recommendations to implement a new CPD in the City’s historic Balboa Park.
SFMTA Paid Parking Study (San Francisco, CA)
Kellie was the Project Manager that led a team to support SFMTA in reimagining
paid parking in the City of San Francisco, that if implemented could result in
increased compliance and automated enforcement. The results of SFMTA’s study
could be a model for cities in California implementing mobile-only paid parking
moving forward. To support SFMTA in determining a strategic path forward, Fehr &
Peers evaluated innovative technology and operations approaches to paid parking
management with a strong focus on equity and access, and financial sustainability.
Pasadena Citywide Parking Strategic Plan & Meter Implementation (Pasadena, CA)
For a prior company, Kellie led the development of the Pasadena Citywide Parking
Strategic Plan. In the City of Pasadena there are five Parking Meter Districts that
each have business associations, parking commissions, meter commissions, and
other advisory groups that influence the parking system. Simultaneously during the
development of the Plan, Kellie led the implementation of a new on-street paid
parking in the Playhouse Parking Meter District.
Notable Parking Management & Operations Plans
Kellie has served as the Project Manager and Parking Specialist on the following:
• City of Burbank Downtown Parking Management Plan (Burbank, CA)
• City of Sausalito Downtown Parking Strategic Plan (Sausalito, CA)
• City of Newport Beach Parking Technology Assessment (Newport Beach, CA)
• City of Temecula Old Town Parking Data Strategy (Temecula, CA)
• Stanford On-Call Parking & TDM Consulting (Palo Alto, CA)
• City of Seal Beach Parking Support Services (Seal Beach, CA) Prior Firm
• City of Monterey Implementation Support Services (Monterey, CA) Prior Firm
Education
Bachelor of Arts, Environmental
Studies with a Minor in
Sustainability, Boise State
University, 2018
CEQA Practice Certificate,
University of California at San
Diego Extension Program, 2019
Years of Experience
Total: 6 years
With Fehr & Peers: 3 years
Recognitions
National Parking Association
(NPA), 40 under 40” class of
2022
Affiliations
California Mobility & Parking
Association (CMPA)
International Parking & Mobility
Institute (IPMI), Professional
Excellence Awards Committee
& Conference Planning Task
Force 2024-2026
International Parking & Mobility
Institute (IPMI), Awards of
Excellence Committee 2022-
2024
Appendix - Resumes
*Indicates Project Completed with Prior Firm
*
212025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA
Spencer Reed, PE
Senior Associate
About
Spencer brings a wide variety of skills and an innovative analytical perspective to all
his projects. His parking project and technical experience includes code required
parking analysis, shared parking analysis, parking management strategy
development, parking facility design and layout, and parking demand and supply
ratio development. His additional project and technical experience includes
microsimulation modeling, traffic impact studies, travel demand modeling,
conceptual design, and bicycle and pedestrian planning. Spencer has managed
many parking related projects, and understands that various projects have a wide
range of requirements and needs.
Relevant Project Experience
Downtown Garden Grove Strategic Management Plan (Garden Grove, CA)
Fehr & Peers assisted the City of Garden Grove with the development of a
Downtown Parking Management Strategic Plan. The purpose of the Plan was to
identify the parking issues, concerns, and needs—both current and future—and to
outline recommendations and strategies for improved and effective management
of parking in the downtown area.
Anaheim Center City Parking Study (Anaheim, CA)
Fehr & Peers assisted the City of Anaheim with the development of a
comprehensive parking management and development tracking tool for their
Center City District. Development of the parking tool required a detailed data
collection survey of the parking facilities including surface lots, structures, and on-
street spaces serving a variety of users.
Rancho Cucamonga Shared Parking Tool and Manual
(Rancho Cucamonga, CA)
Fehr & Peers assisted the City of Rancho Cucamonga with the development of a
shared parking tool and manual. The tool was developed to allow The City of
Rancho Cucamonga staff the ability to review shared parking applications for
mixed-used developed proposed within the City.
Downtown Santa Ana Parking Study (Santa Ana, CA)
Fehr & Peers assisted the City of Santa Ana with the preparation of the Downtown
Santa Ana Parking Study. The purpose the study was to guide the City of Santa Ana
to establish a parking district in Downtown where specific parking management
strategies are deployed towards achieving a “park-once” walkable transit zone.
Denton Downtown Parking Study (Denton, TX)
Fehr & Peers assisted the City of Denton in a study of parking activity in their
Downtown. The purpose of the study was to identify the parking issues, concerns,
and needs—both current and future—and to outline recommendations and
strategies for improved and effective management of parking in the downtown
area. The plan was developed to be a toolbox that recommends a variety of
strategies that could be implemented either in isolation or combined as part of a
larger management strategy.
Education
Bachelor of Science, Civil
Engineering, California
Polytechnic State University,
San Luis Obispo, 2011
Registrations
Licensed Civil Engineer:
California #83432
Arizona #82033
Hawaii #21156
Texas #143590
Years of Experience
Total: 14 years
With Fehr & Peers: 14 years
Affiliations
American Society of Civil
Engineers (ASCE), Member
Institute of Transportation
Engineers (ITE), Member
*
Jason D. Pack, TE
Principal
About
Jason D. Pack, P.E. is a Principal at Fehr & Peers in Southern California, where he
blends deep technical expertise with forward-thinking leadership. In addition to
managing a wide range of transportation projects, Jason spearheads the firm’s
research and development initiatives in emergency evacuation assessment—
helping communities plan for the unexpected.
With a strong foundation in parking studies, travel demand forecasting, traffic
operations (including micro-simulation), VMT and big data analysis, and transit
ridership forecasting, Jason excels at translating complex data into actionable
insights. He is a trusted advisor to clients navigating the evolving landscape of
NEPA and CEQA transportation impact studies.
Jason’s recent work includes leading mobility analyses for major infrastructure
projects, guiding SB 743 implementation strategies including helping agencies
establish VMT banks and exchanges, and supporting compliance with California’s
latest evacuation planning mandates (SB 99 and AB 747). Whether shaping future-
focused transportation policies or solving today’s toughest mobility challenges,
Jason is driven by a mission to make smarter, safer, and more sustainable
communities a reality.
Relevant Project Experience
Parking Assessment
Jason has completed numerous parking assessments. Key studies are identified
below:
• Downtown Roseville Parking Management Plan – Developed a GIS-based
shared parking model to assess parking demand in the downtown area
• Downtown Fullerton Parking Management Plan
• Cupertino City Center Shared Parking Assessment
• San Bernardino TOD Overlay Parking Code Development
• Bolsa Row Shared Parking Assessment
• Rancho Cucamonga Shared Parking/Mixed Use Parking Guidelines
Complete Street Corridor Design
• Foothill Boulevard – Rancho Cucamonga
• Haven Avenue – Rancho Cucamonga
• LRSP Corridor Safety Enhancements
o Montclair
o Westminster
o Lake Elsinore
• Downtown Roseville
• Downtown Victorville
• Adalanto Specific Plan
Education
Bachelor of Science in Civil
Engineering, University of
California, Davis, 1999
Registrations
Licensed Traffic Engineer
(TR2402)
Years of Experience
Total: 26 years
With Fehr & Peers: 26 years
Affiliations
Association of Environmental
Professional (AEP)
American Society of Civil
Engineers (ASCE)
American Planning Association
(APA)
Urban Land Institute (ULI)
Recognitions
WTS Honorable Ray LaHood
Award Winner (Man of the
Year) – IE Chapter, 2023
Presentations
VMT-Related:
• 2023 UCLA Land Use Law
and Policy
• 2022 National APA
• 2022 Western ITE
• 2022 CEAC Public Works
Officers Institute
• 2022 SBCOG City/County
• 2019 California APA
• 2019 CSU Facilities
City of La Quinta22 232025 PARKING STUDY FOR THE VILLAGE BUILD-OUT PLAN AREA
Nicole Matteson
Engineer/Planner
About
Nicole is a transportation planner at Fehr & Peers with over one year of experience
supporting diverse transportation planning efforts across Southern California and
Hawaii. She is also an active member and task lead for Fehr & Peers’ companywide
discipline group on Climate Change & Resilience. Nicole focuses on projects that
utilize tools that inform better outcomes such as centering equity, safety, data
analysis, community engagement, visualizations, and policy development. Her
project portfolio includes evacuation policy and planning, crash analysis and safety
planning, trail master plan development, transportation impact analysis, geospatial
analysis using Python and ArcGIS Pro, and web app/data dashboard development.
Nicole is driven by a passion for strengthening community resilience, enhancing
multi-modal network connectivity, and ensuring that alternative transportation
modes are safe and accessible for all.
Relevant Project Experience – Safety & Multimodal
City of Encinitas Comprehensive Safety Action Plan (Encinitas, CA)
Fehr & Peers is supporting the City of Encinitas in preparation of a Comprehensive
Safety Action Plan. The goal of this project is to develop a Safety Action Plan for all
modes that is aligned with the Safe System Approach and meets the
implementation grant requirements as outlined by Safe Streets and Roads for All
(SS4A). Nicole is leading a benchmarking assessment and conducting a
comprehensive systemic crash and equity analysis. She is developing outreach
materials and is helping to systematically identify and prioritize countermeasures
based on crash profiles, systemic safety issues, public feedback, and industry best
practices. Additionally, Nicole is spearheading the development and design of the
final public-facing CSAP document and preparing presentations for City Council
and Traffic Safety Commission.
SANDAG Regional Vision Zero Action Plan (San Diego, CA)
Fehr & Peers supported the San Diego Association of Governments (SANDAG) in
developing the regional Vision Zero Action Plan (VZAP). Nicole contributed to the
technical analysis by examining regional crash data, systemic patterns, and
vulnerability factors to help identify safety corridor networks across 18 jurisdictions
within the San Diego region. She also assisted with documentation and visualization
efforts, including drafting content for the final plan and its technical appendices,
ensuring clarity and precision throughout the process.
San Diego State University Transportation Demand Management Plan (San Diego,
CA)
Fehr & Peers is leading the development of the TDM Plan update for San Diego
State University that will identify approaches to reducing vehicle trips and VMT, as
well as managing parking demand associated with the development of the campus
master plan. Nicole is contributing to the analysis of existing travel patterns at this
majority-commuter campus and evaluating strengths, weaknesses, opportunities,
and threats to the existing program.
Education
Master of Urban and Regional
Planning, University of
California, Los Angeles, 2023
Certificate, Leaders in
Sustainability (LiS) University of
California, Los Angeles 2023
Bachelor of Arts, Environmental
Studies & Sustainability Studies
Minor, University of California,
Santa Cruz, 2020
Years of Experience
Total: 2 years
With Fehr & Peers: 2 years
Affiliations
American Planning Association
(APA), San Diego Chapter and
Sustainable Communities &
Hazard Mitigation & Disaster
Recovery Planning Divisions
Women’s Transportation
Seminar (WTS), San Diego
Chapter
City of La Quinta24