Three Parking Companies Make their Pitch

Three national parking management vendors presented competing proposals for a possible downtown Fernandina Beach paid parking system Tuesday at the City Commission workshop. The presentations showcased a range of technology-driven, flexible options aimed at providing a new revenue stream and executives promising to improve the parking experience for residents and visitors alike.

No commission vote was taken, and no vendor was selected, but the City Commission is expected to make a final decision at its Aug. 5 meeting.

Each company emphasized foundational principles of resident-first policies, flexibility, and cutting-edge enforcement tools. Key performance indicators highlighted included projected annual revenues from $2 million to $6 million, citation collection rates near 80 percent and proposed revenue-sharing models giving the city up to 70 percent of net revenues. SP Plus offered a flat management fee.

One Parking, manages over 60,000 spaces across 200+ locations, including Daytona Beach and Delray Beach. Its $180 million operation leverages license plate recognition (LPR) systems, digital permits, and QR code payments.

Mark Pratt, president and CEO, said the company's proposed system for Fernandina Beach would include digital residential permits, automated enforcement via handhelds or mobile LPR vehicles, and optional grace periods for churches and events. Sunday church hours (11 a.m. to 1 p.m.) could be exempt from enforcement.

Mark Pratt of One Parking

He said expenses would vary by enforcement method — $346,000 annually for walking patrols and $430,000 for vehicle-based enforcement. Residents would be automatically recognized by license plate, while non-residents would register via a QR system placed on over 600 signs.

"Your choice, your method that you choose is going to define the total cost. And this entire program, the technology is available, but the rules are determined by you," Pratt said.

One Parking warned of potential parking spillover into residential areas if paid parking is confined to a 14-block downtown zone but suggested digital permits to mitigate the issue.

Elite Parking put forward a comprehensive “mobility plan” tied to Fernandina’s 2030 transportation goals. Their proposal included a downtown circulator in partnership with the Jacksonville Transit Authority, EV charging stations, centralized valet service, micro-mobility options (e.g., scooters), and the “We Share” program — partnering with private property lots to provide shuttle-served overflow parking.

Dane Gray of Elite Parking

President Dane Gray said Elite projects $6 million in first-year revenue, with no upfront cost or capital risk to the city. Their model offers the city a 70 percent revenue share while maintaining full control. All capital expenditures would be paid for by Elite.

They cited significant growth pressures — vehicle registrations up 260 percent, a 1,200 percent increase in tourism (1.35 million visitors in 18 months), and no major parking infrastructure changes in 50 years — as a call to action.

Residents would receive free digital parking permits, and all parking changes — such as occupying spaces for construction dumpsters or equipment trailers— would require a permit, preserving city revenue.

"This has to be an all -inclusive plan that is strictly integrated with your vision. And, what we did is, in our proposal, we gave you a complete parking mobility program. A program designed to address today's challenges and tomorrow's goals. It's developed under a win -win scenario where your residents get benefits, your businesses, and you as a city," Gray said.

Metropolis, which recently acquired the century-old SP Plus, presented a tech-heavy system rooted in automation and scalability. The company oversees 4,000 locations and brings in $5 billion annually, adding 35,000 users a day through its AI-enabled systems.

SP Plus Ryan Grulich

Their Director of Business Development Ryan Grulich outlined the Fernandina proposal that includes a flat $266,022 annual fee, zero capital cost to the city, and full ownership and maintenance of equipment. Metropolis estimates net revenue to the city at $2.39 million.

Key features include AI-powered LPR, app-based session extensions, and flexible validation systems for churches, bed & breakfasts, and construction vehicles. A 15-minute grace period aligns with Florida law. The system would also identify special vehicle types like those with handicapped or disabled veteran tags.

Metropolis offered a three-year contract with optional extensions and promised onboarding within 30–60 days.

"The difference between us and other organizations really does line the scope and scale and capability in the fact that we are the single proprietor of all of our equipment and services," Grulich told commissioners.

City Commissioners will review the proposals in depth before voting on a vendor in three weeks. A dozen speakers addressed commissioners during their regular meeting, with most objecting to instituting paid parking in the city.