Trading informational courtesy cards for parking tickets makes a big difference in public perception for a Connecticut parking authority.
We all know parking enforcement is a necessary tool in the toolbox in the world of parking and mobility management. And we know that when people receive a parking ticket, it becomes a negative, lasting memory and experience. We’ve heard all sorts of expletives and four-letter words from people who have received parking tickets and, of course, some of the excuses are quite creative.
Parking enforcement doesn’t have to be all negative or a four-letter-word inducing experience. Using technology and communication tools, there are ways that we can continue to enforce while creating and shifting those negative perceptions to positive experiences. Here is one way that the Norwalk, Conn., Parking Authority changed enforcement perception and turned it into a successful, sustainable program.
Being Strategic
After implementing parking management changes that included parking rate increases and extending enforcement hours of operation in 2017, Norwalk Parking Authority (NPA) received many complaints from residents, businesses, and elected and appointed officials. There was also concern about the perception of aggressive enforcement and the number of parking tickets they were issuing.
Instead of reacting and shutting down consistent parking ticket issuance and enforcement operations or reducing ticket issuance, the parking team, with support from the NPA, collectively decided to take a more strategic approach. This included:
- Developing a quick response to the public.
- Continuing consistent parking enforcement.
- Making decisions based on data and confirmed results.
- Communicating in a friendly, clear fashion.
- Creating community goodwill.
A heavy lift but not impossible.
Out of that, the Courtesy Card Program was created. The objective was to change the public’s behavior and perception about parking in general and create a paradigm behavior shift from a negative enforcement perception to a positive parking compliance mindset.
Specifically, the goals were to:
- Improve the parking experience.
- Improve perception of Norwalk as a customer- and business-friendly environment.
- Reduce the number of parking tickets issued while still encouraging parking compliance.
The Courtesy Card Program further empowered the on-street parking enforcement officers to add time to expired meters as a courtesy to customers parking on the street in Norwalk. The Norwalk Parking Authority decided to offer 20 minutes free parking after a meter expired. The frequency and street location of the program were random so as not to create false expectations to the general public resulting in a negative effect on meter compliance.
How It Works
Instead of a ticket, and to communicate and notify the customer who had parked overtime at an on street meter, a fun, friendly courtesy card was created in English and Spanish and left on vehicle windshields with a message.
The initial pilot, which started July 1, 2017, was very successful after the first quarter and was expanded through the end of CY 2017. The permanent program was launched at the beginning of CY 2018 and variations of the program continue through today. The Norwalk Parking Authority did achieve its desired impact, which was documented through data and social media postings. There were numerous social media postings, emails, letters of appreciation and conversations about people receiving a courtesy card instead of a parking ticket. It immediately created the desired effect slowly changing some people’s perception about parking. People were quoted as saying it was like winning the lottery!
Since the initial pilot in 2017, the parking authority increased courtesy card issuance by expanding the number of random streets for distribution and increasing the number of days several times. The program has been used successfully to notify the parking public on the street of new and improved parking operation changes and management programs throughout different areas and districts. The authority also used the program as an educational tool to communicate to the public that to avoid a potential parking ticket the next time they parked, they should put enough money in the on-street meters or download and/or use the pay-by-cell app.
The World Changes
When the pandemic hit mid-March 2020, the NPA shut down enforcement through the end of May 2020. At the beginning of June, the courtesy card program was used effectively on the street to communicate the relaunch of parking operations and enforcement.
The NPA was smart in their approach to parking enforcement complaints. In the past four years, it issued 44,899 courtesy cards in 816 random program days, which represents 43 percent of all parking tickets issued citywide. The opportunity cost through four fiscal years of not issuing parking tickets for overtime on-street parking is close to $1 million. The goodwill and the positive paradigm shift in parking behavior outweighed the potential lost violation revenue. Although there was potential (not actual) lost parking violation revenue, overall actual total revenue collections were not greatly impacted. Comparing FYE 2017 (when the program was launched) to FYE 2018, the total lost revenue was about $25,277 or .37 percent. Comparing FYE 2018 to FYE 2019 revenues increased by $347,548 or 4.75 percent. There are other factors that contributed to those comparisons as well, but the potential lost violation revenue impact was not significant.
The comparisons for FYE 2020 and FYE 2021 are challenging due to the impact on parking activity during the pandemic. And now as some restrictions are lifted and communities slowly open, we are waiting to see how everything balances out and how people get back to a rhythm in their daily lives. This will take some time.
Nobody likes or ever wants to receive a parking ticket. Receiving a parking ticket typically creates an adverse reaction to someone’s otherwise good experience. We have to remember that parking is a first and last experience and is a critical component of economic and community development and we all must work together to continue to enhance people’s quality of life and experience. Parking does not have to be negative.
The Courtesy Card Program continues to be very successful. As our industries navigate the future creating viable curb management practices and mobility hub installations, the courtesy card program is a fantastic parking and mobility management tool. Clearly there is a lighter side to parking enforcement!
stock.adobe.com / Pheelings Media, photka
