Telephone (905) 468-3266
Facsimile (905) 468-2959

1593 Four Mile Creek Road
P.O. Box 100
Virgil, Ontario
L0S 1T0
Submitted on:
June 15, 2021
Report:CS-21-021
Report To:Lord Mayor and Council
Subject:Honk Mobile Launch Status and Parking Discount

1. RECOMMENDATION
It is respectfully recommended that:

1.1 Council receive Report No. CS-21-021 - Honk Mobile Launch Status and Parking Discount as an update on the Honk Mobile project; and

1.2 Council approve a $2 promotional discount per licence plate for all on-street paid-parking in the Heritage District via the Honk Mobile platform to promote the use and adoption of Honk Mobile for two weeks following its launch of service in Niagara-on-the-Lake from July 5 to July 18.

2. PURPOSE / PROPOSAL
The purpose of this report is to seek approval for providing a promotional $2 discount through Honk Mobile's platform to promote the use and adoption of the new platform. A brief update on the status of implementation is also provided.

3. BACKGROUND
On August 14, 2020, Council approved an agreement with Honk Mobile to implement their services throughout Niagara-on-the-Lake, allowing the public to use the platform to make contactless, online payments for parking. Following Council's approval, the Municipal Heritage Committee was consulted, and Staff has since prepared for implementation.

Honk Mobile is North America’s leading provider of safe, contactless payments for the parking industry. Since 2013, Honk has been creating touchless solutions to make paying for parking easier, faster, and safer for drivers. Motorists can download the Honk app to search and pay for parking and extend their parking session right from their phones. Alternatively, they can opt to use HonkTAP smart stations for a contactless way to pay. Several municipalities in the Niagara Region have already adopted Honk Mobile as the preferred vendor, including Niagara Falls, Welland, and St. Catharines. Niagara College has also adopted Honk Mobile within their lots.

The Honk app can be downloaded for free on both iOS and Android devices at www.honkmobile.com or via the App Store or Google Play. Using a single account, motorists can pay for parking anywhere Honk is accepted across North America with VISA, MasterCard, American Express, or PayPal. It is an easy and quick way for drivers to pay for parking, significantly reducing pain points to paying. It is also a healthy and safe option, helping drivers avoid high-touch areas like pay stations and cash.

Metered parking machines will continue to be available this season. Therefore, motorists can choose to pay for parking via the Honk app or the standard format provided through a nearby parking meter. Rates remain the same, with the addition of a $0.25 convenience fee if Honk Mobile is used. Honk Mobile is expected to go live on July 5, 2021, with the promotion to run until July 18, 2021.

Honk Mobile parking meter and sign locations are shown on the map attached as Appendix I. Further details regarding the contactless parking payment technology, HonkTAP, are provided in Appendix II.

Offering a promotion will help build excitement for the program, support the Town's digitization of services, and encourage residents and visitors to begin using the new platform. Although not yet confirmed, Step 2 of the Province's Roadmap to Reopen may align with the launch of Honk Mobile in Town; this may have an added incentive of encouraging people to visit Niagara-on-the-Lake businesses, thus helping to support the Town's economic recovery efforts.

4. DISCUSSION / ANALYSIS
Offering a $2 discount on each visit for two weeks is estimated to forgo $4,000 to $6,000/week in parking revenues based on 2020 activity levels. As the program is expected to run for two weeks, this could be upwards of $12,000 in foregone revenue. As the platform utilizes promotion codes, the actual usage can be tracked and reported.

The discount will only apply once per licence plate and can be used by entering a promotional code that will be advertised via the Town's website, social media channels, and print media. Local merchants and the Chamber of Commerce will be encouraged to share the code with any visitors; however, physical media such as coupons or vouchers are being avoided considering the ongoing pandemic and a desire to avoid contact points.

5. Strategic Plan
Create a Culture of Customer Service Excellence
    Use technology to improve levels of service

The introduction of an online payment platform for parking at on-street locations and parking lots positively contributes to the Town's strategic priority of 'creating a culture of customer service excellence' by leveraging technology to improve service levels. A mobile platform enhances the customer experience by making parking payments easy, convenient and accessible, and by providing customer choices.

6. OPTIONS

6.1 Option 1: Approve the promotional discount of $2 per plate for municipal parking from July 5 to July 18, 2021. (As recommended)
6.2 Option 2: Recommend a different promotional rate.
6.3. Option 3: Do not approve a promotional discount.

7. FINANCIAL IMPLICATIONS
Providing a promotion of $2 off per plate for a period of two weeks is expected to forgo up to $12,000 in parking revenues, but is largely dependent on the number of visits, transactions, and whether visitors will opt to use the new platform. The promotional code will only apply once per plate. Additional costs such as advertising will be absorbed through the Town's operating budget.

8. COMMUNICATIONS
Messaging around Honk Mobile will commence June 25, 2021, relaying the official launch date of July 5, 2021 and informing the public that sign installation will begin on June 28.

Communications will be done through a combination of Town media releases, social media posts, newspaper advertisements, and encouraging word of mouth through the Chamber of Commerce and local merchants.

System training for Customer Service Representatives, including Parking and By-law Enforcement Officers and Parks Staff who may be asked to assist and guide users through the process on-site or over the phone, will be conducted before the launch date to support the Town's effort to provide excellent, knowledgeable, and efficient Customer Service.

9. CONCLUSION
Honk Mobile will officially go live in Niagara-on-the-Lake on July 5, 2021. The Honk Mobile platform allows the public to make contactless, online payments for parking, enhancing the customer experience by making parking payments safe, easy, and convenient.

Upon Council's approval, a two-week promotional initiative will be launched in concert with the go-live date, providing a $2 discount to users. It is expected that the use of a promotional code and extended discount will build enthusiasm and encourage the use of the new payment option.


Respectfully submitted,


Lauren Kruitbosch
Community Engagement Coordinator

Kyle Freeborn Marnie Cluckie, MS.LOD, B.ARCH, B.ES
Director, Corporate Services Chief Administrative Officer


ATTACHMENTS
Appendix I - Honk Mobile Map - Sign Locations.pdfAppendix I - Honk Mobile Map - Sign Locations.pdfAppendix II - HonkTAP - 3StepVersion.pdfAppendix II - HonkTAP - 3StepVersion.pdf


First Capital of Upper Canada - 1792