Parkmerced plans to subsidize residents’ use of Uber, Muni, BART

Developers of the massive Parkmerced apartment complex, on the verge of a huge overhaul and expansion, want to wean residents from their cars by providing a financial incentive to get them to use Uber and public transportation instead.

The move reflects an evolution in the city’s approach to large-scale development away from a focus on accommodating cars to strategies that encourage residents to rely on public transportation, ride services, bicycling and other ways of getting around.

Maximus, a real estate developer that owns Parkmerced, and Uber, the smartphone-based ride-hailing service, say they will announce a plan Wednesday to give new residents of the complex near Lake Merced and San Francisco State University a $100-a-month credit to ride Uber or Bay Area public transit.

“This is a first-of-its-kind partnership to bridge people to car-free living,” said Rob Rosania, Maximus founder and managing general partner of Parkmerced, one of the largest apartment developments in the West.

“We believe that when city residents have the option of pushing a button and getting a ride, they are more likely to use public transit, own fewer cars and spend less on transportation overall,” said Andrew Salzberg, Uber’s head of mobility.

The 20-year development plan at Parkmerced will add 5,700 rental housing units, along with retail and office construction, at the 152-acre complex.

When the island is developed, drivers will be charged tolls to enter and exit the island, residents of the island’s market-rate housing will have to buy transit passes, and ferries will run between the island and the Ferry Building.

Paul Rose, a spokesman for the Municipal Transportation Agency, said providing alternatives to private car ownership is a key part of the city’s Transit First commitment.