SALT LAKE CITY — Downtown holiday shopping options have increased, but free, metered parking is no longer among those options.

However, a new mode of transportation aims to help shoppers and other visitors move about the city.

Jason Mathis, executive director of Downtown Alliance, said the organization will run the Jingle Bus, a free trolley ride, to accommodate shoppers so people only have to park once.

The Jingle Bus will begin operating Friday and continue through Dec. 28. The free bus will run 5-10 p.m. seven days a week. It will make stops at the Gallivan Plaza, Temple Square, City Creek Center and The Gateway.

"Park once, take free TRAX or take the Jingle Bus," Mathis said. "You can access all of downtown and have a great experience."

The Downtown Alliance also has hired off-duty law enforcement officers to help get traffic around on busy nights, Mathis said.

Randall Jeppesen