Horseshoe Bend Parking Profits Fuel Major Upgrades and Beyond

The City of Page has earned $20.3 million since 2019 from parking fees at Horseshoe Bend, one of the Southwest’s most iconic locations.

PAGE, Ariz. — Visitors to the renowned Horseshoe Bend should prepare with sunscreen, water, and a parking fee of $10.

Free parking and shoulder parking on Highway 89 have been eliminated through the implementation of signs and barriers. “It became very, very unsafe,” said Page Mayor Bill Diak.

While prohibiting free parking has enhanced safety, it has also been financially beneficial. Public records show that since 2019, the city has accumulated $20.3 million from parking fees.

“Back in 2010, we were only seeing about 40,000 people per year,” Diak recounted. “Then, social media made it explode to over 1.2 million people in one year.”

The influx of visitors brought problems, damaging the area. The old trail was steep, leading visitors to create their own paths, and the lack of facilities led to unsanitary conditions.

Mayor Diak said the city needed to protect the area as popularity grew. In 2019, Page partnered with the National Park Service to revamp the trail, making it ADA accessible.

There are now pit toilets and a more accessible trail that circumvents the steep hill.

The improvements, costing $20.3 million, encompassed trail redesign, parking lot paving, and infrastructure enhancements. This sum includes employee salaries and benefits, equipment, and more.

The National Park Service also receives 20% of the revenue since they own part of the land.

The financial windfall must be used specifically for Horseshoe Bend operations, not general city expenses, due to state law constraints.

Documents revealed expenditures between January 2019 and May 2024 included $2.02 million on salaries, $378,093 on medical insurance, and $2.16 million on contract services, among other costs.

The ongoing maintenance is hefty, with $250,000 spent annually just to clean the toilets, according to Diak.

Future upgrades will bring power and running water to the area, possibly reducing the parking fee once these improvements are complete.

“Accessibility and the unique view make Horseshoe Bend special,” Diak concluded, emphasizing the importance of these developed facilities in maintaining the site’s allure.

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