The Ranch proposes paid parking at county fair and rodeo in 2027

The Ranch Events Complex recommended charging for parking at the Larimer County Fair and PRCA rodeo starting in 2027, at $3 an hour by day and $6 an hour after 5 p.m., capped at $30 per vehicle per day, and commissioners at a Monday work session leaned toward moving forward while one held back.

Portia Cook, who leads strategic communications for the Ranch, outlined the proposed rates: a free 29 minutes, then $3 an hour until 5 p.m. and $6 an hour from 5 p.m. to midnight, with a $30 maximum per vehicle in 24 hours.

A two-hour visit would cost about $6 at the base rate or $12 at the prime rate, Cook said, assuming the remaining time is billed in hourly increments. About 25% of guests arrive before 5 p.m. and 75% after, and the average guest stays about 2 hours and 11 minutes, according to Cook.

Parking staffing across the five days of the fair and rodeo costs an average of about $90,000, Cook said. Cook said the revenue could offset operating costs and help pay for parking staff, security, lot maintenance, technology and future improvements. A Ranch representative said long-term financial sustainability is important to continuing to offer experiences in Northern Colorado and beyond, and that the Ranch is looking at other revenue sources.

Jody Shadduck-McNally said parking charges could make the fair less affordable for families, because "for some folks $12 is dinner." Shadduck-McNally also raised sensory day, a special event the fair promotes, saying she did not want to add more cost for the families attending it.

Ranch staff had discussed making one day of the fair free, possibly the Friday opening-evening event, depending on the board's direction, a Ranch representative said. Commissioner Kristin Stephens said she supported considering a free day or time period as a compromise to preserve access.

Stephens supported paid parking for the fair and rodeo, saying the Ranch should recover its costs. "I think this is a step in the right direction," Stephens said.

Another commissioner also supported moving forward and asked for more information about the license-plate technology and for communications about exemptions for 4-H members, families and volunteers. Shadduck-McNally said she was withholding her own direction pending more information, and described herself as neutral for the time being.

A Ranch representative said people required to be at the fair, or there to conduct business on behalf of the county or the Ranch, would be exempt from paid parking. The Ranch has received a couple hundred license plates from 4-H community members to enter into the system, the representative said, so those people would not be charged when the program begins.

RV parking would have no fee, the representative said. Cook said some community and nonprofit events could qualify for complimentary or discounted parking, depending on their contractual obligations.

A Ranch representative said comparable county fairs almost all charge for parking. Adams County charges a flat $35 per day, while Douglas and Arapahoe counties charge fees the representative said were in about the same range, though their 2027 rates are not yet published. The Ranch now charges for ticketed events at Ballou Arena, from $5 for a community event to $25 for a concert, the representative said.

License-plate readers would record each vehicle's arrival time at Ranch entrances, and guests could pay at kiosks, by QR code or through an app, a Ranch representative said. Guests using the app could get notices when their purchased time is nearly over and add more, and staff would be available to help guests use the payment options, the representative said.

The Ranch's parking contract prohibits the vendor from selling, using or storing license-plate data for any purpose other than identifying a vehicle's owner so a citation can be issued, a Ranch representative said. The representative thought the data might be archived for seven days but said the specific retention terms would be obtained and shared.

Cook said the Ranch planned to begin a two-phase communications and engagement effort around Nov. 15, if paid parking for the fair and rodeo is approved. The effort includes public announcements, website updates, FAQs, social media, on-site signs and direct communication with event organizers and promoters, Cook said.