La Fiesta Square …Reimagined
From Transactional Space to Community Heart
Imagine a different future for La Fiesta Square in the heart of Lafayette, one where the space no longer feels like a transactional hub, but instead becomes a place where people naturally gather, connect, and feel invited to stay.
Even small changes can have an outsized impact. Spaces that allow people to spend time without pressure to spend money often create the strongest sense of community, and over time, support local businesses in more organic and lasting ways.
This future does not have to start with a complete overhaul. In fact, a series of practical, incremental changes could meaningfully shift how the space is experienced, such as:
Free weekend parking to encourage longer visits
QR code–based payment options that allow visitors to easily extend their time
Updated enforcement policies that maintain turnover without creating urgency, such as 1 to 2 hour limits or short grace periods
Converting select parking spaces into green space, seating, and areas to gather
Working with private parking enforcement to create a less hostile ticketing environment
The Parking Experience Shapes Everything
Today, most people arrive at La Fiesta Square with a specific purpose: an errand, an appointment, a coffee - and then leave just as quickly. This pattern is shaped in large part by the current parking environment, which dominates the center of the square and subtly encourages short, time-bound visits.
There is little room for walking paths, public seating, or places to pause. As a result, there are fewer opportunities for the spontaneous interactions that make a downtown feel alive, kids playing in the sun, seniors socializing, or visitors discovering a new shop simply because they had time to browse.
Beyond the physical layout, parking management plays a powerful role in shaping behavior.
La Fiesta Square is owned by Curbline, a company based out of Ohio. The parking lot is managed by ParkSmart, a Walnut Creek-based private operator, with strict enforcement. Meters run from 10 a.m. to 7 p.m., seven days a week, with little flexibility. Tickets are often issued shortly after expiration, creating a sense of urgency for anyone visiting the square. The experience is often described as predatory and the message is clear, you are on the clock.
Compounding this, none of the revenue collected from meters or parking citations flows back to the City, which further reinforces a sense of disconnect between the system and the community it serves.
Meters were installed at the square to increase turnover and combat BART parkers from occupying the lot, but we’ve swung in the opposite direction. BART ridership patterns have changed and over-enforcement now rules. The City of Lafayette 2026 Parking Study, has also determined we have more than enough parking to accommodate our visitors.
Why This Matters for Our City
The current dynamic at La Fiesta Square has real economic implications.
Local businesses generate sales tax revenue, one of the primary funding sources for the City. That revenue supports essential services, community programs, and long-term investments in infrastructure and public spaces.
When people feel rushed, they don’t linger. For local businesses, this matters. Many rely on dwell time. In fact, several small businesses in La Fiesta Square currently pay for the parking of their customers out of pocket in an effort for them to stay longer and improve their overall experience.
A strong business community expands what Lafayette can invest back into its community, and strengthens the city as a whole.
Longer Term Vision: A Plaza for People
We don’t have to look far for what’s possible. As an example, in Marin county, San Anselmo created Creek Park in the center of town which has created a setting where people gather and connect. It adds natural beauty, encourages families to spend time together, and gives the downtown a distinct sense of place.
In Lafayette, similar creeks already exist beneath La Fiesta Square, currently buried and unseen. This vision requires a larger transformation, but it is already there, waiting to be reimagined. It requires advocacy, attention, and support from our residents and constituents.
In a world where we are rushing from place to place, in a constant state of digital overload, and more divided than ever, let’s create a place where Lafayette can come together and just, be.
If you are interested in learning more or would like to join the mission to turn imagination into action, please email us at info@vibrantlafayette.org.