Let's Talk Parking: A Community Conversation About Maplewood VillagE
Finding a convenient parking space should not be the hardest part of visiting Maplewood Village.
As our downtown continues to grow, so does demand for parking. The Maplewood Village Alliance (MVA) is launching a community conversation about how we can improve parking access, increase turnover, and make it easier for customers to support our local businesses.
The MVA is an interested stakeholder, but we are not the decision maker. Any future changes to parking policies, including paid parking, would require approval by the Maplewood Township Committee following public discussion.
Frequently Asked Questions
Why are we talking about parking?
The challenge is not simply whether Maplewood has enough parking. The bigger question is whether our existing parking is being used as efficiently as possible. Improving parking turnover means more people can find convenient spaces throughout the day without building additional parking.
Does Maplewood Village have enough parking?
Maplewood Village currently has 495 publicly available parking spaces within approximately a 10-minute walk of the downtown. The challenge is not simply the number of parking spaces. It is that the most convenient spaces are often occupied for extended periods, while other spaces remain available a short walk away. Most people naturally want to park as close as possible to their destination. Improving turnover helps ensure those premium spaces are available for customers making shorter visits, creating better access for everyone.
Why not just build more parking?
Constructing new parking is extremely expensive and requires land that is increasingly limited in a traditional downtown like Maplewood Village. Transportation planners generally recommend maximizing the efficiency of existing parking before investing millions of dollars in additional parking infrastructure. If each parking space serves more customers throughout the day, the Village effectively increases parking capacity without constructing a single new space.
Has paid parking already been approved?
No. The Township Committee has not voted on any proposal. Community input is an important part of the discussion, and no decisions have been made.
Why not just increase parking enforcement?
Enforcement is important, but it is reactive. A ticket issued after someone overstays does not make that parking space available during the hours it was occupied. Parking management strategies are designed to encourage turnover before spaces become unavailable, creating better access throughout the day.
How could paid parking improve access?
Transportation planners regularly use paid parking as a parking management tool. Extensive studies have found that well-managed parking systems can increase parking turnover by several times compared with unmanaged systems. That means more customers can find convenient parking, spend less time searching for a space, and more easily access and support Maplewood Village businesses.
Where would the money go?
Any revenue generated would belong entirely to Maplewood Township. The MVA has recommended that parking revenue be reinvested into projects that benefit the community, such as beautification, wayfinding, streetscape improvements, public art, parking technology, and public spaces. Ultimately, any decisions about how revenue is allocated would be made by the Township Committee.
Do local businesses support exploring this?
The MVA has conducted multiple merchant surveys, commercial property owner surveys, focus groups, and stakeholder meetings over the past several years. A majority of participating merchants and commercial property owners supported exploring paid parking as a strategy to improve customer access, increase parking turnover, and create a more predictable parking experience.
We'd Love Your Feedback
Parking affects everyone who shops, dines, works, or lives in Maplewood Village. We encourage you to learn more, ask questions, and share your perspective by completing our community survey.
📝 Take the Community Survey
📍 Parking Information Sessions
Outside BCB Bank, Maplewood Village
Saturday, September 12 | 12:30–2:30 p.m.
Saturday, September 19 | 12:30–2:30 p.m.
Sunday, September 27 | 12:30–2:30 p.m.
Stop by to ask questions, learn more about parking, and join the conversation.
background information and memo shared with Maplewood township
MEMO
To: Maplewood Township Committee Members - Mayor Nancy Adams, Deputy Mayor Malia Herman, Dean Dafis, Victor DeLuca, and Deborah Engel
From: The Maplewood Village Alliance (MVA) Strategic Planning & Parking Committee - Jenifer Steig Strugger (co-chair), Daniella LaRocco (co-chair and MVA Vice President), Amy Howlett (MVA President), Dean Dafis (TC liaison), Karen Pisciotta (Planning Board liaison), Julie Pauly (merchant board member), Abiola Amusan (merchant board member), and ErinRose Baldry (MVA Executive Director)
Date: 17 September, 2025
Subject: Proposal to Implement a Paid Parking Program in Maplewood Village
Introduction
The MVA, through its Strategic Planning & Parking Committee, respectfully submits this proposal recommending the implementation of a paid parking in Maplewood Village. This initiative is proposed in direct response to long-standing parking and circulation challenges that negatively impact business access, traffic flow, and community satisfaction. By adopting a technology-supported paid parking system, accompanied by improved wayfinding, public outreach, and consistent enforcement, the Township can significantly enhance the Village’s accessibility, generate substantial revenue, and better serve the needs of merchants, residents, and visitors alike.
Background & Rationale
Despite multiple planning efforts and expert recommendations over the last 25 years, Maplewood Village continues to suffer from low turnover of parking spaces and inconsistent enforcement, and congestion.
Key documents and experts supporting paid parking include:
2005 - Economist Donald Shoup’s extensive and renowned research (author of The High Cost of Free Parking): Confirms paid parking’s role in improving parking access, turnover, and local business activity.
2012 - Maser Consulting Parking Study: Recommended paid parking, improved enforcement, and license plate recognition (LPR) technology.
2018 - International Downtown Association Study: Concludes that effectively managed paid parking leads to approximately four times more turnover of parking spaces per day.
2019 - Maplewood Village Vision Implementation Plan: Emphasizes need for parking enhancement measures including paid parking
2023 - Maplewood Master Plan: Formally recommends the implementation of paid parking in the Village.
The MVA has also received majority support from the merchant community for the introduction of a paid parking. A recent survey conducted by the MVA showed that the majority of merchants and property owners are in favor of implementing paid parking as a means to increase turnover and improve access to customer and merchant parking. This feedback demonstrates a shared recognition that strategic parking management can positively impact the vitality of Maplewood. In addition to merchant input, the MVA Board has formally expressed its support for a paid parking program, recognizing its potential to address long-standing parking challenges and contribute to a more efficient and user-friendly experience.
Maplewood is one of the few NJ towns without paid parking, falling behind peers such as Millburn, South Orange, Montclair, Summit, Livingston, Chatham, Madison, and Newark. These towns benefit from reduced congestion and dedicated revenue streams that fund township improvements.
Goals of the Paid Parking
Encourage Parking Turnover
Increase Parking Availability for Visitors and Shoppers
Ensure Consistent, Equitable Enforcement
Reduce Congestion and Improve Traffic Circulation
Provide traffic calming effects
Enhance Merchant and Employee Parking Systems
Encourage walking, biking, and riding
Generate Revenue to Support Maplewood Township improvements
Benefits to the Township and Village
Parking Efficiency & Turnover
Improves access to parking near high-demand areas by encouraging short-term use.
Reduces “cruising” for free spots, which causes congestion.
Enhanced Customer Access
Increased parking availability encourages customer visits to local merchants.
Tiered time limits and pricing support short errands as well as longer visits.
Reduced Congestion & Pollution
Less time spent searching for free parking = reduced emissions and calmer traffic.
Encourages alternative transportation (walking, biking) for local visitors.
Support for Merchants
Designated merchant parking spaces will be protected and enforced.
Paid parking will encourage employees to use merchant parking areas instead of customer spaces.
The system allows for a true audit of merchant parking needs.
MVA Recommendations
The Township moves forward on implementation.
A robust public outreach campaign prior to launch, including signage, website updates, FAQs, merchant and public forum briefings, and online guides.
Adapt uniform enforcement.
Monitoring with ongoing feedback from residents and merchants.
The MVA respectfully urges the Township Committee to consider the implementation of a paid parking program in Maplewood Village. This initiative represents a strategic, data-driven solution to the persistent parking and congestion issues that hinder our community’s growth. With clearly defined goals, modern enforcement technology, and a focus on reinvestment, the program is poised to generate substantial community benefit.
We appreciate the Town Committee’s consideration regarding the MVA proposal to introduce a paid parking program in Maplewood Village. We welcome the opportunity to discuss this proposal further and appreciate your thoughtful consideration.
Submitted by the MVA Strategic Planning & Parking Committee
September 2025