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About Jay Primus, Principal

Jay Primus helps cities and other organizations achieve specific goals for mobility, reduced emissions, economic vitality, and happier people.  

He has experience envisioning and implementing bold changes to municipal transportation, rooting those changes in sound performance measurement, managing teams, and making smart use of technology and data to make it happen.

From 2007 through 2013 Jay managed parking in San Francisco, including the groundbreaking federally-funded SFpark program that used better pricing and information to manage demand. SFpark remains a rare example of how cities can use data to make better decisions, improve operations, manage contracts, reduce costs, and deliver social benefits. The SFpark team combined unprecedented data collection, management, and analytics with careful attention to how design, marketing, and communications can enhance user experience. 


In addition to the SFpark role, Jay led various initiatives related to residential parking, commercial loading, vehicle sharing, accessible parking, and electric vehicles. 

Prior to SFpark, Jay worked on transportation policy, performance measurement, transit, and transportation demand management at Nelson\Nygaard, a transportation consultancy based in San Francisco. Before Nelson\Nygaard, he worked at the SFMTA on special projects, which included leading the design of San Francisco’s first bus rapid transit project. Jay has also worked as a cartographer, most recently co-designing San Francisco's transit map introduced in 2015.

Experienced speaker and author, including most recently a New York Times op ed about a new approach to managing congestion and contributing a chapter to Donald Shoup's newest book about parking management. 

Golden Gate Bridge
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