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Mill Valley, CA Captures Additional $15K in Parking Permit Revenue with Digital Process

Mill Valley, CA 94941, USA
eCity Transactions LLC

Government Champion

Police Department


15 Thousand USD

Project Status

Operational since 2009

At a Glance

Mill Valley, a small city in Marin County CA, upgraded its manual process for RSVP parking permit payments to an online, cloud-based software solution that integrated directly into its website. This has resulted in increased revenues, time savings for staff, and happier residents.

Problem Addressed

Mill Valley, CA is a small city in Marin County, CA (population 13,810) that strives to deliver excellent services to its residents as efficiently as possible. One service the city offered, RSVP parking permits, was designed to make it convenient for residents to visit downtown Mill Valley by allowing them to park in a metered space without paying the meter. The service was a manual process that required significant time to navigate, both for residents as well as staff in the police department. The consequences of this inefficiency were notable, as they resulted in missed opportunities for revenue capture. Additionally, because the process was manual, city staff didn't have data about RSVP parking permits usage, which presented difficulties for the record-keeping required for audits.

City of Mill Valley, CA used/is using eCity Transactions to address this/these challenge(s).

Solution(s) Used

Mill Valley decided to integrate eCity’s cloud-based permits and payment software into its website. This integration allows the city to provide a single online dashboard for processing RSVP parking permits. Completing the integration with Mill Valley’s website took mere hours. The speedy implementation can be especially important to small cities like Mill Valley that may or may not have dedicated IT professionals on staff. The resulting dashboard on Mill Valley’s website is straightforward, easy to use for both city staff and residents, and has eliminated the tedious, manual process for parking RSVP permit application and payment. Furthermore, the software integration allowed the city to better collect data around RSVP permits, enhancing their record-keeping capabilities.


  1. 400 RSVP permit applications were processed in first two weeks after rollout
  2. $15k + revenue has been captured - that's a 35% revenue increase!
  3. Significant time savings for both residents and city staff
  4. RSVP permit data collected by the website enabled the city to improve record-keeping

Lessons Learned

  1. Moving manual processes online not only increases revenue and saves time, but enhances overall communication between departments, and ensures convenient access for citizens.

Who Should Consider?

Small municipalities that are experiencing inefficiencies from a manual application, permit, or payment process.

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