New Braunfels downtown paid parking signage.
It’s been over three months since New Braunfels launched its downtown paid parking program in early July and residents remain divided. Some praise efforts to ease congestion, while others say it drives locals away from the heart of downtown.
Discussions about downtown parking in New Braunfels stretch back more than 80 years, to the founding of the Downtown Merchants Association in 1967, whose earliest goals included tackling the city’s long-standing parking challenge. The debate resurfaced during a packed City Council special session on Monday, October 20, where officials shared early data, takeaways and recommendations from the first three months of the program.
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Residents jam-packed City Hall as City Council members listen to feedback on downtown paid parking on October 20, 2025.
City staff and representatives from Interstate Parking reported more than 54,000 parking sessions since July. The system runs 10 a.m. to 10 p.m., chosen for simplicity and better monitoring of trends, though several residents, including council member Mary Ann Labowski, have called for changes to hours and days of enforcement.
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Program findings show measurable patterns in downtown parking. Drivers stayed for an average of 2.3 hours, with nearly half taking advantage of the first free hour. About 31% of visits lasted two hours, while longer stays of three hours or more represented a small share. Despite early skepticism, the city reported a 93% compliance rate, attributed to social media campaigns, newsletters and clear signage. The program has generated approximately $80,000 in net revenue, earmarked for downtown improvements including lighting, infrastructure, public safety and enhancements to the visitor experience.
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An informational guide on the newly implemented downtown parking program is plastered on the side of a trash can in New Braunfels, Texas.
Earlier reports from the City of New Braunfels in July suggested 1,490 citations had been issued and $18,840 collected in citation fees, with total revenue of $30,012 at the end of the month. However, updated data presented at Monday’s City Council meeting shows that of 58,257 parking sessions since early July, only 565 resulted in citations, while 3,402 (5.84%) were courtesy notices, a notable difference from the initial numbers.
The City of New Braunfels explained to MySA that the original figure included all courtesy notices and citations across downtown. The updated numbers separate the two types of notices and distinguish between the downtown and river districts, providing a clearer picture of the downtown paid parking program.
Reaction among residents and business owners has been mixed. Some, like Jennifer Wilson of The Mess Around and two other local businesses, say the program has improved parking turnover and made it easier for patrons to enjoy downtown.
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“I’ve noticed a tremendous increase in turnover of those parking spaces and people being able to come and enjoy their time at our restaurant,” Wilson said. “I think it’s an extremely reasonable fee, and I’m highly in favor of managed parking.”
Chip Lyons, owner of the Tavern on Castell, said sales have dropped about 35%, citing fewer local visitors rather than summer flooding. He also expressed concern for staff, particularly female employees walking several blocks after dark.
“We don’t need young girls, 20 years old, walking three or four blocks at night,” Lyons told council members. “If we’re going to do downtown parking, you’ve got to get a shuttle.”
New Braunfels City Council hears from a packed room of residents reacting to downtown paid parking on October 20, 2025.
A vehicle in downtown New Braunfels displays a parking notice on its windshield, part of the city’s newly launched paid parking program.
Terri Jennings with the Downtown Antique Mall in New Braunfels, said older customers struggled with the QR code system, including an 81-year-old Vietnam veteran who spent $100 and still received a ticket, vowing never to return.
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Some residents renewed calls for a downtown parking garage, but a 2023 study found a 400-space structure could leave the city facing nearly $1 million in annual debt costs, making shared agreements with private lots a more viable alternative. David Ozuna of the New Braunfels Hispanic Business Alliance said he was initially opposed to the program but found it surprisingly convenient.
“It can be improved a little bit, but overall, I think it’s working,” Ozuna said, noting the first free hour and app convenience, while suggesting flexibility for residents and people with disabilities.
Officials plan to release the next program update in February, after analyzing off-season data from the months following the busy summer of river tourism.