From the Editor

Frontline employees are the lifeblood of parking and mobility. Your organization can have all the best equipment, state-of-the-art technology, and the most detailed plans for operations. Without the people to execute, failure is certain.

No matter how “touchless” our parking interactions become, our Frontline employees will still be our face, handling the often-strenuous interactions with the public and representing all of us.

And they do so with grace and professionalism.

What can we do to thank them? Educate them. Show them that the parking and mobility industry is not a stop; it is a destination. Create a career path for them leading to a long-term, two-way relationship between the Frontline employee and your organization.

Invest in them, personally and professionally.

Is their position becoming redundant due to new technology? Upskill them. Are they extraordinary? Promote them. Pay them. And ask them what they envision as their next step.

What should we not do? Ignore them. Consider them transient or temporary. Because if we treat Frontline employees as expendable, they will be.

July’s issue is focused on our Frontline. We will hear stories of advancement, both of individuals and organizations, and we celebrate the recipients of the 2023 Professional Recognition Awards. These are the people and organizations that are doing it right, and we can all learn from their example.

Do you have a Frontline story to share? Reach out—let’s talk.