LOUISVILLE, Ky. (WDRB) — Drivers heading into NuLu will now need to adjust to a new parking system as officials roll out updated technology aimed at managing growing demand in one of Louisville's busiest districts.

Starting Wednesday July 1, the Parking Authority of River City introduced new pay stations, mobile payment options and updated parking zones throughout the East Market Street area.

The area continues to grow and after the completion of the NuLU Streetscape project, which has brought more visitors and more competition for parking spaces. PARC said the goal is to improve turnover and make it easier for drivers to find available spots.

On-street parking is now enforced in designated areas along East Market and East Jefferson streets, along with parts of South Hancock, South Clay, South Shelby, South Campbell and South Wenzel streets between Main and Jefferson streets.

Drivers can pay using a mobile app, parking meters or new solar-powered pay stations installed throughout the district.

New signage will guide motorists through the updated system, including zone numbers and payment instructions.

PARC is also offering annual residential permits for $25 per licensed driver for those living in the area. Residents will also receive guest parking passes, with designated resident parking available on select north-south streets between Hancock and Wenzel.

"When parking works well, the entire experience improves for visitors, residents and businesses," PARC Director Gerald Howell said in a news release. "These improvements will make parking easier and payments simpler for everyone who enjoys one of Louisville's most active and vibrant areas."

Some business owners, however, worry the expanded paid parking will create added costs for employees.

"It is confusing as to, 'Do I pay here?' Like, 'Which box do I do?'" said Emily Zaborowski, manager at Chicken Cock Whiskey. "Also, our employees don't have a good option for parking, and so they're going to spend almost half their day's wages paying for parking to come work a shift."

Drivers using the new pay stations will:

  • Enter the zone number
  • Input their license plate
  • Choose a payment method
  • Select how long they plan to park

Receipts won't need to be displayed, since license plates will serve as proof of payment. Printed receipts will still be available at the station if needed.

PARC sad it will issue warnings for parking violations during the first two weeks of rollout to help drivers adjust. However, safety violations such as blocking fire hydrants, driveways or traffic lanes will still be enforced.

Copyright 2026 WDRB Media. All Rights Reserved.