Attendance at Balboa Park’s museums are down more than a third on average since paid parking went into effect inside San Diego’s urban park.
That number comes from data released Tuesday by the Balboa Park Cultural Partnership.
In the analysis, the partnership found that between January and March of this year, attendance was down by an average of 34% compared to the previous year, with some institutions dropping by 60% over the same period.
“We’ve appreciated the city’s recent willingness to listen and take initial steps in response to community concerns,” said Peter Comiskey, the Balboa Park Cultural Partnership’s executive director.
“However, the latest data make clear that those changes are not reversing the decline in visitation, and the impacts on our institutions are becoming more serious.
“We are urging additional action by our regional leaders before potentially irreversible damages take hold, and jobs and beloved programs or even organizations are lost.”
The report comes out as Mayor Todd Gloria’s draft budget for fiscal year 2027 proposes slashing arts funding by more than $11 million as a way to grapple with a structural deficit of more than $118 million.
Some of the park’s larger institutions predict more than $10 million lost in revenue from the lowered attendance alone, and jobs and program losses are a real threat, Comiskey said.
Visitors to Balboa Park were asked to pay to park their vehicles in city lots starting in January, breaking a tradition of more than 100 years of the city’s crown jewel being free for those in private vehicles.
San Diego residents are now able to purchase a monthly, quarterly or annual parking pass at a discounted rate here. Residents can pay $30 for a monthly parking pass, $60 for a quarterly pass or $150 for an annual one. Non-residents can pay $40, $120 or $300 for the same levels.
The fiscal year 2026 budget passed last summer anticipated $15.5 million in parking revenue from Balboa Park. That number assumed $12.5 million in fee parking in Balboa Park and at least $3 million from zoo parking.
A revised figure presented to the City Council in November instead found the non-zoo parking might bring in just $2.9 million, or a decrease of $9.6 million from initial estimates.
The city originally planned to begin charging for parking in October, but delays prevented that and three months of revenue from happening. Expected parking rates have dropped as well.
The parking passes come under three pricing tiers, Levels 1, 2, and 3, based on demand and proximity:
Level 1 lots, located in the core of the Central Mesa area, would be subject to the highest rate — $16 per day and $10 for up to four hours for nonresidents and $8 per day and $5 for up to four hours for city residents. These include Space Theater, Casa de Balboa, Alcazar, Organ Pavilion, Bea Evenson, Palisades and South Carousel; Level 2 lots would be priced at $10 per day for nonresidents and $5 per day for residents. These include Pepper Grove, Federal, Upper Inspiration Point and Marston Point; Level 3 lots would also be priced at $10 per day with the first three hours free, with a resident rate of $5 per day with the first three hours free. This includes the lower Inspiration Point lot.The Office of the Independent Budget Analyst estimated that revenues in this fiscal year from the non-zoo parking would be close to $4 million, still well short of plans.
The zoo, which operates on an independent lease from the city, will allow members to continue to park for free. For non-members and non-residents, general parking is $16 per vehicle, per day, $44 daily for oversized vehicles per day. City of San Diego resident rates are half that.
Revenues from the parking fees paid within the park must be spent on Balboa Park. The funds can support ongoing maintenance, infrastructure, and visitor amenities and may include road repaving, lighting upgrades, sign improvements and landscaping.
Gloria backed off some of the parking fees in February, citing overwhelming negative feedback.
City residents who have verified their address will again be able to park for free in the Pepper Grove, Federal, Upper Inspiration Point, Lower Inspiration Point, Marston Point, Palisades and Bea Evenson lots.
“Good governing also means listening. I’ve heard from residents and from members of the City Council about how this program is affecting San Diegans who love Balboa Park as much as I do,” Gloria said.
Despite these changes and others, Comiskey and the cultural partnership said more must be done before summer, busy season for the park and the museums and cultural institutions within.
“The data show we are at a critical moment,” Comiskey said. “As we approach the summer tourism season, we need a clear, region-wide recovery solution that restores accessibility, rebuilds public trust, and sends a strong `welcome back’ message to residents and visitors alike.”
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