National Western Stock Show president and chief executive Paul Andrews on Monday updated the Denver City Council on changes the organization has made since January.
The stock show is working with the city as it determines whether to remain at its existing site, expand or relocate.
The Denver Urban Renewal Authority’s report on the future of the stock show is due out from the mayor’s office in a couple of weeks, said Paul Ryan, director of regional affairs for the city and county of Denver.
Andrews told council members the National Western Stock Show is in the process of changing its pricing system for parking. Instead of attendees paying an additional $15 to $25 parking fee, a $3 facilities fee will be added onto the ticket price at the time of purchase.
“Customers are frustrated with parking,” Andrews said. “We’re sure we are not going to grow attendance or even keep it where it’s at if we keep charging $15 to $25 a car. From the thousands of e-mails we got, people will stop going to the show.”
Andrews said if the show has the same amount of attendees as last year, it will break even on parking revenue with the change. Any increase in attendance will result in additional revenue.
No independent study was done on parking. The idea came from looking at Red Rocks’ parking structure.
Changes to the stock show’s executive committee included the addition of Ron Williams as chairman, and Gail Clapper and Don Elliman as committee members, Andrews said.
