The Parking Agents

Data analytics and parking experience

By Stan Bochniak

Undoubtedly, COVID-19 has changed consumer behavior in ways that will remain for some time—and parking is no exception. But the pandemic-driven pause in the pace of normal life has also provided some unprecedented opportunities for improving the overall parking experience.

The good news is people are returning to their normal lifestyles—with workers getting back to the office, shoppers hitting retail centers and the return of full attendance at large scale events. More people are opting to use their own vehicles instead of mass transit or third-party services. As a result, parking operators are thankfully seeing a resurgence of drivers and customers in their facilities. Nevertheless, the post-pandemic world is different. New models of working and COVID-related concerns have created a shift in behavioral trends. People are demanding — now more than ever—safety, efficiency, and a hassle-free parking experience. Convenience is top of mind. In fact, many are looking for parking options, pricing and reservations before they leave their house. Combined with the fact that more electric vehicles (EV) populate the road, parking facilities lacking modern EV charging infrastructure will be increasingly passed over. If you are not keeping up with these changes, your business will undoubtedly suffer. Staying up to date on the trends and new mindset is essential to creating efficient, sustainable and cost-effective operations. Parking garages need to have a robust online presence with such conveniences as mobile parking apps, online reservations and payments, and frequent parking programs. It is all about offering a better parking journey. So how can you find new ways to navigate and mitigate your parking challenges while capitalizing on these new opportunities? A smart parking solution that delivers meaningful analytics could be the answer.

New types of revenue models can then emerge—such as premium EV parking, combining parking + charging fees, and variable pricing based on the length vehicles are parked.

Start with a Robust Technology Solution

The growing availability of integrated automation solutions, advancements around the Internet of Things (IoT) and wireless technologies as well as intelligent software provides the opportunity for parking operators to achieve strategic differentiation and really transform how people interact with their parking facilities. Technology upgrades — such as touchless technologies, mobile payment

integration, contactless card readers and license plate readers and sensors — can provide actionable data to maximize revenue and forecast optimal use of spaces. A smart parking infrastructure with connected EV charging stations can offer new revenue streams, improve sustainability metrics, and deliver a key differentiator. The same infrastructure used to support customers’ vehicles can be multipurpose to support your own transition to an electric operational fleet and further reduce your facility’s carbon footprint. With the digital transformation of your garage in place, real-time insights from data and analytics can now work to maximize your revenue, forecast optimal use of each space and create new revenue streams.

There are various smart parking products on the market, but the key is to get them to work together seamlessly. The good news is that digital ecosystems are becoming the new normal.

Bringing the Data to Life

Mobile payment systems and parking access and revenue controls systems (PARCs) provide a wealth of granular data that can be leveraged to prevent cost overruns and effectively address customer needs. Data from online booking and reservation systems, license plate recognition and new camera technologies, and wayfinding

Now is the ideal time to take a proactive approach to find new ways to navigate emerging challenges while capitalizing on new opportunities to make your parking facilities safer, build customer confidence and enable smart operational decisions.

solutions can all be used to create actionable data, real time insights and an enhanced driver experience. There are various smart parking products on the market, but the key is to get them to work together seamlessly. The good news is that digital ecosystems are becoming the new normal. By adopting a cloud computing infrastructure, multiple disparate sources of data can be fed into a single data lake. One such example is a fully integrated and cohesive smart parking and mobility ecosystem that collects data from disparate parking systems viewable through a single hub. (See Graphic 1, which illustrates the dashboard and operations portal that allows operators to see the health of their system in real time and thereby pull the levers that drive revenue.) The system uses AI machine learning and computer vision to deliver actionable insights for increased net revenue, real time insights, and an enhanced driver experience. These data-driven insights can inform dynamic pricing and deliver predictive analytics that truly maximize your revenue per spot. You could increase volume with pre-booking and digital marketing. You could upcharge for reserved spaces. You could also introduce driver-focused premium services and new amenities. New types of revenue models can then emerge— such as premium EV parking, combining parking + charging fees, and variable pricing based on the length vehicles are parked. With the right infrastructure and analytic tools, data really can be your friend.

Stay Agile

One of the important lessons of the pandemic is the need for parking operations to be flexible and responsive to factors they have no control over—such as business closures, customer behavior, and changing government guidance. Now is the ideal time to take a proactive approach to find new ways to navigate emerging challenges while capitalizing on new opportunities to make your parking facilities safer, build customer confidence and enable smart operational decisions. Take a closer look at the latest technology and analytic solutions that can help you reimagine a more resilient, profitable and future-proof parking facility. CCR Stan L. Bochniak is VP of National Parking Sales for ABM. He has worked at ABM for more than 20 years. He has been actively involved with BOMA’s Greater Los Angeles chapter, including co-chairing the TOBY Awards, Spring Fling, Real Assets, and the 2015 BOMA International Conference. Bochniak also sat on BOMA GLA’s Board of Directors between 20112013. For more information, visit www.abm.com/ services/parkingtransportation.