If you’ve been in the parking business for any length of time you have undoubtedly heard the comment, “Parking is the first and last impression a customer has at [insert event, facility, or location name here].” And nothing could be closer to the truth.

My wife and I recently attended the theater and saw this play out firsthand. As we walked to the theater from our usual on-street parking spot a few blocks from the venue, we passed a lengthy line of event goers waiting impatiently to pay for parking at the pay station. Walk another block and we see a vehicle queue line about two blocks long waiting to get into the theatre adjacent parking garage. Waiting in the security line, in the frigid cold mind you, we overhear a group of folks complaining about how long it took to find a parking space. “Why is parking so challenging around here?” one individual said. All these observations are negative first impressions by theatre goers before they even step foot in the venue. Side note: my wife knows me all too well—she stopped me from interjecting with some good parking 101 knowledge to let the group know there is an app for that…but I digress.

Whether it’s the theater, a community festival, or sports event, the difference between the attendee having a great time or terrible time often comes down to one thing: did they have a negative parking experience? As you read this month’s issue, you’ll learn more about how your colleagues are tackling the complex web of event logistics with a wide range of parking and transportation management strategies aimed to improve the customer experience and leave a positive impression amongst event goers. It’s exciting to see how technology solutions coupled with coordinated communications and early planning can keep the lines and lanes moving on our campuses, facilities, and venues. Now if only they can figure out those concession stand lines! See you at the theater!