Leadership Moment

When I envision a brighter future for the communities we serve, I see parking and transportation infrastructure centered around creating opportunities for everyone to fully thrive.

It’s an unfortunate reality that disparities remain in the transportation sector. The decisions we make concerning the improvement of infrastructure—from smarter roadways and road safety to public transportation and parking—tend to focus on solving issues related to efficiency and economic development rather than the impact they have on every individual’s ability, income level, socio-demographic circumstance, and other factors.

In my profession and in my convictions that I hold dear, I am focused on ensuring that individuals with challenges never feel marginalized. It’s also my goal to help customers reach outcomes that matter most, which is a shared value of our parent company, Verra Mobility.

As David Roberts, President and CEO of Verra Mobility, has stated, “Providing smart, equitable mobility solutions for communities is Verra Mobility’s core focus. We want to enrich lives by helping customers build and maintain safer roadways, corridors, and intersections.”

As leaders in the parking and mobility industry, we are responsible for moving the needle forward for greater equity in transportation. I’m proud to be a part of an organization that builds solutions that live up to this belief. I am also proud to own a role that can help effect positive change in the world of parking alone. There is no small part in what we can do to create a reliable, affordable, and convenient gateway to employment, healthcare, education, and other areas that impact quality of life.

Here are some things I’ve learned in more than 28 years in the industry that are important considerations in creating a spot for everyone.

1. Parking policies and practices that you support and implement directly impact transportation equity.

Are your parking requirements flexible? Is accessibility at the forefront of your operations? Are there affordable options for parking in all necessary areas? Limited access to affordable and reliable public transportation paired with parking fees priced on the higher end are factors that impact individuals. Consider how your policies may help ease the financial concerns of those affected most.

Allocating some of your parking revenue to support your community’s resources, or even offering incentive programs for using alternative modes of transportation can benefit all residents and visitors regardless of their income or other socio-demographic factors.

Ask yourself: Can you do more with your policies and practices to accommodate individuals with mobility or other challenges? By providing disabled persons parking spaces with wider spaces, adjacent access aisles, and closer proximity to building entrances and amenities, you’ll create fewer barriers. All can participate in community activities, access public services, and visit your area’s businesses without obstacles.

Regardless of your role in parking, leading or influencing the direction of your facility impacts transportation equity. How do you plan your organizational strategies to create a greater experience and opportunity for your visitors to access shops, schools, jobs, and quality food? Your leadership has the power to cultivate a thriving, connected community with more equitable access to transportation.

2. Technology can only be considered “advanced” when it’s designed to meet and exceed accessibility standards for all.

Top parking technology companies continue to expand how facilities and municipalities attain a more equitable operation. The thoughtful design of solutions—with features that address accessibility, convenience, and other user needs—significantly empowers organizations to create a more inclusive environment for their patrons.

With the realization that more development is needed in the industry, some current technologies break down physical, financial, and cultural barriers that can be implemented today.

• Space reservation systems that provide peace of mind to those with mobility or other challenges. The ability to reserve parking spaces before arrival greatly reduces the stress and uncertainty of finding available, accessible parking and assures individuals they can get to destinations that improve their quality of life.
• Smart parking systems that stay connected without contact. Technologies such as gateless parking sensors, license plate recognition (LPR) cameras, mobile payment options, and software made for real-time data management are revolutionizing the parking industry and city planning. These modern systems provide convenience and easy access for parkers with mobility or sensory challenges. Many of today’s mobile payment application features are centered around the needs of every user and an understanding of the world around us. Adjustments and implementations like these also impact efficiency in the areas that need it most, like hospitals, campuses, and high-traffic event arenas.
• Multilingual interfaces integrated with payment stations. To ensure information and instruction are accessible to individuals with limited English proficiency, offer an option for users to interact in languages that may also be prevalent in your community. Users unable to understand how to adhere to your facility processes may also face the hardship of paying fines they can’t afford due to non-compliance.

As you see, technology opens doors to greater access and opportunities for all. As a leader, you can drive your facility towards real systemic change in transportation equity by leveraging and creating new ways to offer parking.

3. The power of data can drive change and uncover inequities.

Parking technology can generate valuable data about parking patterns, usage, and behaviors, allowing facilities to make better-informed decisions regarding their operations. Careful analysis of this data can enable facilities to identify areas of improvement, including those related to equity.

Some ways to leverage data to determine insights by demographic needs include:

• Determining if accessibility and use of facilities are working for different demographics. Are the lengths of stay longer than usual? By analyzing data about location and time, facilities can identify challenges faced by individuals who are differently abled or those who struggle with low income. This data can drill down details about parker behaviors like where they parked in your facility and the length of time they remained in a space. The information can lead to the development or change in policies and parking infrastructure to enhance equity in your facility.
• Determining if the allocation of parking facilities is equitable. Are you offering parking access in all the right places? By analyzing data around occupancy and demand, you can determine whether certain areas in your community have an oversupply or undersupply of parking spaces. It’s also important to consider parking pattern data that can reveal whether your operation fairly accommodates patrons who need parking the most. Individuals with limited access to public transportation depend on parking to arrive at their destinations. All this data can guide decisions about locating or relocating facilities to ensure equitable access to parking options.
• Determining whether pricing and permitting strategies are fair. Do your parking rates always align with demand? Is there an opportunity to offer certain parking permits to help improve the experience of individuals with different needs? Analyzing parking occupancy and demand in your facility can also help you consider and establish dynamic pricing structures with adjustable rates based on demand levels. Additionally, data about the usage of spaces can help inform decisions about the issuance of parking permits that would address the needs of different parkers. Considering this data can ensure that pricing and availability are equitable for all.

As a parking technology company leader, I prioritize data availability as a top feature of our technology that will empower customers to make positive changes in their parking operations while creating a better, more equitable world.

Don’t make your own assumptions. I’ve found customer feedback and direct engagement to be invaluable tools for uncovering and addressing inequities. Creating the space for transparent conversations teaches us more about barriers that jam up a smooth parking experience for all. I would encourage you to direct resources to institute and manage surveys or interact directly with your patrons to learn more about their specific needs. Let feedback be your guide for attaining the most equitable facility.

Be a force for change! You can lead your organization to make a great impact on transportation equity through your parking policies and practices, leveraging new parking technologies and insightful data. You’ll open endless opportunities to move your operation and community forward and help us all realize a brighter future with opportunities for all to thrive. ◆