Parking in the city is "prohibitively expensive," the council has admitted in a new report.

Officers have called in consultants to reform Brighton's on and off-street parking in a bid to plug a £1 million revenue black hole.

It comes just weeks after the return of pay and display machines in the city was announced to claw back cash from those without mobile phones.

The report sets out the council's financial situation and how it might better encourage motorists to take up parking spots in the city centre.

Councillor Trevor Muten, cabinet member for parking, heralded a new approach in the council's parking policy.

"I’m confident this plan will tackle the issues people have been telling us about and lead to a fairer, simpler and sustainable parking service for Brighton and Hove," he said.

“It’s clear parking prices have increased to the extent they have become more of a deterrent than an incentive for some visitors.

"We have more than 200 different permit tariffs and the demand for parking has rippled from the city centre to outlying areas of the city. We need to change."

These changes could be seen on streets from as soon as the new year, with reduced prices in less-used areas, new commuter rates, and merged overnight parking tariffs with the evening rate.

Consultancy firm Mott Macdonald was brought in to review the situation in 2023.

It is expected that the council will miss out on £1.156m worth of parking revenue from their target for the 2024/2025 period.

Cllr Muten added: "This plan will address all aspects of parking, from resident permits and restriction times to car parks and tariffs.

"It’s time to redress the balance between the high demand for parking and making sure it’s fair, equitable and easy to understand.

“We’re taking a holistic approach to travel and transport and want to give people real choices about how they move around the city."

The report said that, while visitor numbers are growing, parking revenue does not match these numbers.

The report to the cabinet said that parking was expected to bring in £45.5 million in the 2024-25 financial year but that income was expected fall short by £1.156 million.

It said: "It is recognised that over the past five years parking tariffs in Brighton and Hove have increased to the extent they have become more of a deterrent than an incentive and prohibitively expensive for some visitors.

"This has led to fewer cars coming into the city centre to park."

To counter this, the council has set out four broad objectives to improve its service.

Parking in the city is fair and simplified

This includes simplifying parking tariffs and permit rules, aligning tariffs in parks with on-street parking and adopting one model for restriction days and times.

Optimising resources

Reviewing and reducing tariffs in some car parks to encourage use during quieter periods, optimising all parking spaces in the city, and reviewing zone types and boundaries.

Promoting a safer, healthier and accessible city

This includes reviewing restriction times and enforcement to better support the night-time economy, explore options for ‘virtual’ visitor permits and ensuring fair and effective parking enforcement.

Supporting the city's economy 

Ensuring it is getting the best use and value out of car parks, keeping them well maintained and renaming them after nearby attractions to make them easier to find for visitors.

Well run services 

Introducing virtual resident permits and monthly payment options, review permit types to ensure they’re fit for purpose and investing in anti-fraud initiatives

The cabinet is due to meet at Hove Town Hall at 2pm next Thursday (September 26). The meeting is scheduled to be webcast on the council’s website.