A Fresh Perspective on Parking
Before starting our careers in the industry, we thought we knew everything about parking. There are garages, surface lots, meters; what else is there to know? This is going to be easy. Obviously, after our first week at Passport we quickly grasped that parking is an iceberg, and the majority of the industry is hidden from the average person’s vantage point.
Parking is not something people give much thought. Customers typically make parking decisions based on location, price and convenience; but as parking professionals it is our job to make the parking experience seamless and painless for our customers. The only way to drive revenue is to ensure your parkers want to come back to your lot rather than have to.
We’ve been lucky enough at Passport to have met so many passionate parking professionals, both at private and public facilities, who are busy improving their respective parking programs. Speaking with such a diverse group of professionals, we have had the opportunity to discuss many different trends people have seen in the market and have received some very sound advice from female industry leaders. Here are few highlights we wanted to share:
Looking Beneath the Surface
1. Don’t be afraid of technology: As we meet new parking professionals each week, we find that many parking professionals, especially those in positions of power, are often resistant to new technology. For example, earlier this week, we were having a great conversation with a parking director which began very well. It was fun chatting and learning more about some of the current initiatives and projects, however once we uttered the words “cloud-based” and “mobile payments”, the conversation quickly went silent. A few seconds and awkward breaths later, we were told, “We are not trying to complicate things. We have been using the same system for the past 10 years, and it works just fine for us!”
It is always difficult to approach someone who harbors a fear of change. We find ourselves asking: where would our industry be if we accepted change (pun intended) over the past 30 years? By simply keeping an open mind and staying abreast of what services/products are available in the market, parking operators who have embraced cutting-edge technologies have gained significant operational efficiencies and, ultimately, created a better parking experience for their customers.
Ironically, we embrace technology in our everyday lives - Using Gmail, streaming music with Pandora or Spotify, booking a flight with Kayak, or even updating a profile on Facebook but yet shun the idea when it comes to improving your own operations.
It’s time for the industry to embrace technology. Why fear something that could make our jobs easier and more efficient or bring in repeat parking customers? As parking professionals, we have a unique opportunity to lead the charge in urban mobility. So rattle your walls for, in the immortal words of Bob Dylan, the times they are a-changin’.
2. Parking is the first and last thing someone remembers: Someone pointed this out recently and it struck home with us. We even made a poster of this quote and hung it in our office as a reminder of what we should all be focused on. As parking professionals, we only have a few moments to provide the parking customer with a pleasant experience that will leave a lasting impression. As a customer, I want to seamlessly park my car, be on my way, and return to my car in a safe environment (and without a ticket on the window!). It is our job to provide this experience to our customers by using the tools available in the market.
3. Women, don’t be intimidated: One thing we can all agree on is that women are outnumbered in the parking industry by a wide margin. However, to be successful you cannot let this fact intimidate you. As women, we have a fresh voice and perspective to provide to our male colleagues in the industry. The recent Women in Parking conference showed us how, as women, we have a fresh voice and perspective to provide to our male colleagues within the industry. The conference taught us we can use this to empower ourselves and make our industry better for both men and women. This industry has so much potential for women and we can truly be a driving force for continued positive change in parking.
Parking and Cloud Hosting: A Technology Whose Time Has Come
In just a few short years, cloud hosting has radically transformed how we lead our everyday lives. Cloud hosting allows us to remotely access our songs, pictures, and documents – even change the temperature of your house! Meanwhile, smartphones and tablets can run powerful apps thanks to cloud computing.
On a broader level, cloud hosting has completely changed the way a number of industries do business, including retail, financial services, manufacturing, tourism, and automotive. Among other things, cloud hosting provides companies with a higher global audience reach; the ability to run more smoothly since data can be synced to multiple devices; and better tools to safeguard valuable data, all while making it more readily available. Specifically, cloud computing allows companies to become more efficient, responsive, and cost-effective.
One industry that has yet to wholly adopt cloud hosting is parking. But that is starting to change. Industry leaders are becoming increasingly aware of how much the technology is revolutionizing the way parking systems are managed, while users are becoming mindful of the way it streamlines the whole parking process through mobile payments, validation opportunities and event reservation capabilities.
Specifically, cloud computing now gives parking operators multiple advantages which help their operations become more efficient, responsive, and cost-effective. Among these advantages, two stand out which will strongly change the course for the parking industry as we become compatible with today’s realities:
Connectivity and accessibility
In a nutshell, cloud hosting technologies provide the ability for parking operators to respond more quickly and effectively to market forces and customer demand. With access to real-time analytics that can be accessed anywhere, parking operators can gain more control over parking rates, as well as better manage supply-and-demand issues.
Operators and administrators will have instant access to information regarding their parkers, such as whether they are repeat users, what times of the day they typically park and where specifically they are parking. Furthermore, with ties into social media and integrated validation systems, merchants can also tap into their customer base with targeted one-to-one marketing.
These real-time analytics will also mean an improvement in enforcement techniques, as parking enforcement officers will possess the technology to speed up the process of checking vehicles and spaces. In many cases, real-time accessibility has even proven to yield more sustainable parking solutions: in the case of multi-space meters, having the ability to easily monitor the validity of parking transactions has allowed parking providers the opportunity to ditch the process of printing reports from machines and instead pull a web link for the same report. Overall, it means more organized and efficient parking systems for towns and communities.
Diminished costs and greater flexibility
The total cost of software ownership is dramatically decreased since the days of buying, licensing, and maintaining ‘install and own’ systems are going away. Instead, companies are creating or moving towards ‘pay-as-you-go’ software as a service (SaaS) platforms.
Municipalities are starting realize the shift as well supported by changes reflected in request for proposal (RFP) requirements which traditionally have accompanied larger capital outlays. For example, Cloud-based hosting systems like mobile payment services can offer a cost-effective alternative to popular, often expensive replacements and upgrades for traditional coin-operated meters.
Municipalities can now achieve many of the same benefits of adding electronic payment without having to stretch the budget through services like mobile payment. So, who pays for these services?
Pass-through or Not To Pass-through
Many software companies in our industry have priced products and services such that part or all of the ongoing service fees can be passed through to the parking customer. This adds an extra layer of flexibility in cash and budget-constrained parking and transportation departments around the country. Additionally, this can be helpful to those municipalities looking to navigate more swiftly through often cumbersome procurement processes.
Those municipalities that can afford to subsidize these types of services should consider doing so, as utilization is directly impacted by cost of service. We all know that the price elasticity of demand for parking is such that consumers are very responsive to price increases or decreases in most municipal markets. All prices equal, data proves that there is still a subset of the population that is resistant to changes in processes through technology. However, that subset is not nearly as large as has been discussed time after time in these industry publications. For the most part, municipalities have not given these types of technologies the opportunity to thrive since they are often introduced with a price penalty to the consumer.
A creative solution
More and more municipalities are finding creative ways to manage their operations as well as let motorists pay for parking. Cloud hosting solutions are the most creative of all—while offering reliability, cost-effectiveness, and instant accessibility. Simply put, it’s a technology that represents a breakthrough for parking operators and administrators, as well as users themselves.
We had such a great time last week at the Parking Industry Exhibition in Chicago, IL! Kudos to John Van Horn, Marcy Sparrow and the entire team at Parking Today for such a well-thought out trade show experience. As an exhibitor, we certainly appreciated the amount of time we were able to spend with attendees and other vendors throughout the week. The classes were invaluable and we would highly recommend attending PIE in the future.
Thanks to everyone who stopped by our booth and reached out to learn more about our services - your support means the world to us. It’s been an exciting year and we are looking forward to continuing to help folks improve the parking experience in 2013!
Rap and Revenue Control
While driving home from a conference recently, we realized there is quite a bit that rap music can teach our industry about parking and revenue control. Who knew all we had to do this whole time was jam out to some tunes!
The industry is changing more rapidly than ever. New niche players spring up seemingly every month with the next big solution. Our industry’s own data revolution is in its infancy, and the concept of “revenue control” is more important than ever, and should be at the forefront of every owner’s and operator’s operations.
Before we dive into the topic, let’s take a step back and define the term revenue control, as it’s long been a key concern in the industry that has surfaced in almost every industry publication since Nixon took office.
In the most basic form, revenue control extends far beyond sophisticated PARCS equipment and software, and more broadly defines the process of collecting the entire parking fee from a person who has chosen to park a vehicle in a facility.
Here are some key takeaways we learned on our recent drive:
“See I’ve been drinkin’ champagne all night. Never worry ‘bout a damn thing and y’all might …” – Wiz Khalifa
Often we tend to get in our comfort zone and fail to recognize that the environment around us is changing. Whether a person parks daily or via recurring contract; whether that facility was paid for by swiping a credit or access card, paid by phone or by handing over cash, using a validation, walking up to a kiosk or merely catching the view of an LPR camera – all that is beyond the scope of this discussion.
Continuing to have a strong handle on these processes will lead to a better understanding of operating efficiencies and basic measures that should be taken to prevent revenue erosion. This is an ongoing process that needs to be reviewed as your operations change, new people come onboard, and “materiality thresholds” are triggered. Plain and simple: Don’t get complacent.
“I know the price, know the risk, know the wrongs, and the rights …” – Jay-Z
If you haven’t figured out how to beat the system, someone has. It’s absolutely the responsibility of the parking provider to ensure that potential points of failure are identified so that opportunities for others to make self-serving decisions are eradicated.
Many parking professionals we have talked with know at least one way to scam their own facility: a gap in facility monitoring times, a software shortcoming or even a hardware loophole. The problem is that if one person knows about the gap, many others know about the gap! Just the other day we carried a large metal object over a loop detector to test whether we could bypass a control …
“I guess you lose some and win some, long as the outcome is income …” – Drake
OK, great, so now it’s time to rush out and start shopping for the best solution, right? Not so fast!
This is where materiality comes into the equation. It’s important to weigh the cost of implementing a control versus the overall risk of the exposure. In many cases, you can implement mitigating controls by adjusting resources and using the tools you already have available.
We know that equally important to controlling the revenue is controlling those around that revenue. Limit opportunities for those around the treasure to steal, manipulate numbers or lie – whatever it may be. Points of failure should be identified and evaluated after each discovery.
“I want it all, man. I never learned how to share” – Drake
The progression of our industry is dependent on the willingness of competing software and hardware providers to work with one another in order to serve their shared clients. Operators should have the freedom to choose the software that best serves their respective facilities. An unintended side-effect of open frameworks is the inevitable exposure to new or additional vulnerabilities.
Failing to integrate properly will also make it more difficult for a parking provider to identify points of failure. Moreover, a failed integration will most certainly lead to lost revenue or upset parkers. How many times have you heard of a municipal parking solution failing because of integration, only to find that one software provider is pointing fingers at the other?
On the flipside, closed-architecture environments have rarely been advantageous to the customer in any industry. Arguments against integration range from attempts to rescue diminishing margins to security concerns or poorly designed systems. Regardless of the reason, when operators are forced to push a square peg through a round hole, they are often left with an overabundance of unused software. This is not in the best interests of any party.
“You know how much you love it when you get it in abundance … ” – Mac Miller
So you get that new solution, and it has all these great bells and whistles. What people find is that they may have introduced more problems. In fact, less than 10% of revenue software is actually used (per PT the Auditor).
Not sure whom to blame for this – the parking provider who has not trained garage employees or its management properly; the software provider for designing a system that is too complicated to be effective; or the hardware vendor for providing an inferior but proprietary software solution, yet forcing its use through a closed-architecture environment?
One of the most common risks of failure is most certainly the acceptance of cash as consideration and best practices for handling currency. From shrinkage to throughput issues to limitations on dynamic pricing options, cash has proven a hindrance to the parking industry. Fortunately, as more access control processes move into the “cloud” via electronic payments, the use of cash is diminishing year over year.
With this trend, we have seen the increased importance of data mining and security; after all, aren’t data the new currency? In fact, data are currency in one of its most liquid forms. Equipment and processes should be sought out that provide relevant and actionable data and that can communicate effectively with legacy and incoming systems.
Strategic decisions based on these data will result in operational efficiencies and push toward revenue maximization while improving the parking experience.
A better parking experience
The parking process can be simplified through the use of innovation and technology. A very clearly defined and frequently audited revenue control plan that ties into the parking provider’s ultimate goals and limits shrinkage opportunities is crucial to lay out before purchasing a PARCS solution.
And vendors should be selected that are willing to effectively integrate both back- and front-end software in the best interests of the client. By doing so, parking providers will be given the best opportunity and clearest runway to understand and analyze their facility data to improve operations.
So maybe Drake and Wiz Khalifa weren’t talking about parking, but the concepts are universal. Revenue control should always be top of mind, and maybe that’s why we heard it on the radio! What has the music industry taught you about parking?
The On-Street Parking Solution: Which Option is Best for You?
Will your problems be solved with the implementation of new parking meters, central pay stations, pay-by-phone, all of the above, or none of the above?
Another day, another article that touts how a city is unveiling parking stations to replace parking meters. Flip to the next article and you likely will see that there is a campaign in a different city to remove failed parking stations.
Notice in the title, we didn’t say which option is best, we said which option is best for YOU. It’s not surprising that we keep seeing a trend with reversion back to the basics. All too often we are speaking to parking providers and find that they are currently bombarded with a plethora of options that are positioned as being the end all solution. With good intention and promise, the providers quickly provide for the capital outlay and adopt the solution. Life is good now right? Well…maybe not. Before you know it the solution that was going to be the best thing since sliced bread is not getting the reception that you thought it would.
The common theme we find is that decisions are being made without regard to the actual needs of the community and instead are based on the perceived needs of what they think folks need. Providers should thoroughly research their community’s specific parking needs and understand that there will never be ‘one size fits all’ solution appropriate for any and every situation.
The adopted solution should also cover the objectives of all key constituents (residents, businesses, visitors, government). Which leads to the question: what are the key long-term objectives? Herein lays the challenge. Each party has slightly different goals.
- Residents and businesses would prefer parking be free and convenient (wouldn’t we all!)
- Visitors just want to be able to quickly locate parking and get near their destination with ease
- Providers want to maximize revenue and increase efficiency
Regardless of what solution you decide to adopt there will be a set advantages and disadvantages that inevitably will lead to complaints. Knowing what these are and how to navigate against the headwinds will help. Based on our conversations with a broad base of providers (municipalities, universities, and owner/operators) we have compiled a list of things to consider before going down the path of any one option.
Central pay stations / kiosks
- Adds electronic payment (if enabled for credit card acceptance)
- Dollar bills and coins are sometimes accepted
- Increases convenience for parkers
- Eliminates meter heads that blanket city streets
- Potentially increases revenue and monitoring efficiency
- Large capital expenditure ($5K - $20K depending on vendor and type)
- Requires spaces to be numbered unless you do pay and display (see note below)
- No alternatives to park if the machine malfunctions or breaks due to vandalism
- If cash is accepted “No Change Given” is likely
- Cost of running the machine and ongoing maintenance / repair
- Machines quickly get outdated fast
Note that if you do implement a pay station do not make it pay and display i.e. requiring the users to walk to a kiosk, pay for time, walk back to the car and place a receipt on the passenger side dashboard. Simply said, it sucks.
New electronic meter heads
- Adds electronic payment
- Increases convenience for parkers
- Potentially increases revenue
- Large capital expenditure ($400 - $700 per meter head)
- No real efficiency gained – still have to monitor each meter and collect cash
- Cost of ongoing maintenance and repair
- Adds electronic payment
- Low or no capital costs
- Increases convenience for parkers
- Potentially increases revenue and efficiency
- Easily integrates into existing infrastructure
- Not everyone carries a cell phone (hard to believe)
- Integration required if existing hardware is in place
- Added component to monitoring
With inflation on the continuous rise, the migration to some sort of electronic payment is inevitable…there is only so many quarters and dollars you will stuff into a meter or kiosk!
In the end, it all goes back to doing what is right for meeting long-term goals / objectives of all parties. The right solution could involve any combination of the aforementioned alternatives but will depend on your situation and pressure points. Everyone has good intention but sometimes we fail to do what we should all be doing first: listen
The Ohio State University Deal
Privatization is not a new concept but seems to be getting more attention in the parking industry especially on the heels of the recent deal between OSU and LAZ Parking. By now, I’m sure you have all heard that Ohio State made the decision to let LAZ Parking manage their parking operations for 50 years in exchange for $483 million (a pretty hefty Enterprise Value/2012 EBITDA of 24x). That seems like a lot of money… until we think about the recent Instagram purchase of $1 billion!
We have seen articles and opinions flying around and we decided to give the analysis on this deal a shot as well. We also understand privatization remains controversial but instead of getting into something rhetorical, let’s dissect this specific deal as a basis to form a view. Did LAZ increase its return on invested capital? Did OSU leave money on the table? Let’s find out!
Given our expertise and background in finance we decided to roll up the sleeves and do some quick back of the envelope number crunching. CAUTION – if you don’t like dealing with numbers stop reading now.
We have to say that we’re impressed with Ohio State’s approach and transparency of the bidding process. They have a dedicated site with all the latest information and resources located at http://www.osu.edu/parkingproposal/.
It didn’t take long to find the Request for Qualification completed by Morgan Stanley. Flashbacks to the investment banking days quickly surfaced as this RFQ looks identical to a CIM (Confidential Information Memorandum) used in every sell side process. MS did an outstanding job at laying out OSU’s parking situation. Hours of work and likely all-nighters were put into completing this document and it’s nice to be on the other side for a change!
Although we don’t have details for all the fine print in the contract, the document provides us with enough numbers (with the baseline being 2011) to formulate projections and perform a valuation using a discounted cash flows methodology. Here are the assumptions we used for the model.
- 50-year term
- $483 million dollar lease
- 5.5% annual rate increases for the first 10 years (the rate the winning bid proposed); 4% or the rate of inflation for the remaining years (whichever is higher) (section 2.1 of the RFQ)
- 68% EBITDA margin (the current, and highly admirable EBITDA margin stated in the RFQ) that increases slightly to reflect operational efficiencies gained by LAZ
- $2 million of yearly capital expenditures
- 25% tax rate
- Discounted using a mid-year convention (assumes cash flows come mid year vs. end of the year)
Below is a snapshot of the framework we used to project out the cash flows for 50 years using the aforementioned assumptions above.
Articles mention that LAZ will “walk away with $3 billion”. Here is the basis for that number. If you cumulatively sum the net cash flow for all 50 years it totals about $3 billion at the end of year 50 as shown below.
The reason why LAZ’s offer is in the millions and not billions is because you have to determine what that stream of cash flow is worth to you today. You do this by discounting the projected cash flow by LAZ’s cost of capital. Since we already knew LAZ’s bid, we backed into what the range of discount rates needed to equate the stream of cash flows to the $483 million bid.
Wave the magic wand and voila! Out comes one of the key takeaways. Using high-level assumptions we see the discount rate is about 6.5-7%. So what does this mean? At a high-level it represents the opportunity cost that LAZ must compare this investment versus others with similar risk profiles. Estimating the cost of capital is a topic on its own but tells us what LAZ expects to earn from the deal.
As you can see the implied deal value using the various discount rates ranges from approximately $400 – 500 million. The chart below compares the pure free cash flow from parking to what those cash flows are worth today.
OSU plans to take the $483 million cash injection and invest it in their endowment where they state that they expect a growth rate of 9%. This is a very lofty goal considering the average S&P 500 return is around 9% (Robert Schiller Online Data, which includes dividend reinvestment) without any management fees or taxes layered on top. Layering on 1% management fees, which would be relatively low, and a 10% tax (not all of the investments would turn over year to year) you would come to a total growth rate of roughly 7%.
OSU will also continue to receive all revenues from ticketing less LAZ’s cost to enforce. This is for another topic but what incentive does LAZ have to ticket when they don’t benefit from the additional overhead?
So is this a good deal? Taking our endowment breakdown above you will find that using 7% growth rate will give you an net present value on the cash flows of $406 million. If OSU does an average job of investing these funds, they should come out on the better end of the trade.
But, as always, the devil is in the details. It’s not totally clear how LAZ is limited or how creative they can be with price increases. For instance, can they change a variable rate structure to charge more up front while keeping the daily max within the 5.5% maximum raise? This would represent a significant increase in revenues from day one and would change the picture painted here dramatically.
There are other questions involved that we won’t have answers to, or won’t have the time to find, but given the information available, the deal doesn’t look as bad from OSU’s side as so many people are stating.
Also, let’s not forget one of the biggest risks LAZ takes on with this bid: betting that both the financial climate and academic appetite will remain strong for the next 50 years. With education costs continuing to rise at astronomical rates and the emergence of alternative education methods through the Khan Academy, iTunes University and others that we expect to pop up, LAZ is going all chips in that student enrollment will continue to rise, the economy will thrive and they will be able to leverage operational efficiencies. That’s a pretty big wager.
OSU has obviously taken a risk here themselves. A diversified portfolio is a good thing to have, and one could argue that OSU’s parking revenues are a great diversification tool. They represent a steady revenue stream even in an economic downturn. There are also questions about goal alignment. Is the goal of parking at OSU to maximize revenues? If so, then selling off parking is not a problem. But, if the goals are elsewhere, then selling off parking is a dubious decision.
In the end, after balancing all of the issues presented and money trading hands, we think the deal came out right about where it should. If the market treats OSU kindly, they will come out on top. If we face rough head winds in the next few years, OSU will be wishing they held onto those steady revenues. LAZ created a high hurdle for themselves, but we think they are privy to some knowledge that we are not. Starting revenue 10% higher by adjusting rate structures and lowering costs and capex by 10% can significantly improve their situation. If they can accomplish these tasks, the deal would end up great for LAZ as well.
Check back with us in 50 years for the final analysis.
Technology is changing fast. Google who?
As Dennis Burns points out in his recent blog post at Parking Matters, technology is changing fast. Fifteen years ago you probably didn’t have an email account. Ten years ago you probably didn’t have a laptop, and you probably didn’t have a home internet connection. Five years ago you had probably never heard of Facebook. Three years ago you probably didn’t have a smartphone or watch any streaming movies on your computer, and last year you had probably just heard of pay-by-phone parking. The times are changing fast in the world of technology, but it’s quite a bit of fun to watch it happen. As a company in these times we believe it’s very important to stay on the leading edge of where things are headed, because even the most respected and trusted technology brands can tumble with a misstep.
As we follow tech and business in our efforts to stay ahead, we often have lively discussions on what technologies and what businesses will win. A few months ago we had some internal debates regarding who would win the internet war between Google and Facebook (did you even realize there was a war?).
Google is obviously the entrenched giant, but we came to the conclusion that Facebook would win because their tech had given them a strategic advantage. Facebook was riding the strength of their technology and the “Network Effect”, whereas Google has been treating their search business much like a cash cow in the hopes to fund other profitable ventures. Both strategies should be lauded, but in the end, Facebook’s will win.
The reason we believe the tide will shift towards Facebook is because of the inherent network effect. Facebook has high switching costs for the customer (moving pictures, setting up friends again, losing history with friends and wall post history), whereas internet search has low switching costs (switch the URL that you go to). We have actually seen this in the past. Starting in 1996 Altavista was the dominant search engine. They held this post for a year or so - right up until Google launched and took over the search world. Users updated their search bookmarks and the once dominant Altavista disappeared. It was just that quick.
After Google took a swipe at Facebook with Google+ in an attempt to create a social network, the retaliatory motion by Facebook would be obvious, and far more effective. They would create a search engine. The advantage that their search engine would have though, would be that it could search their social network as well as the internet. So when you searched for the “Drake Hotel” you’d see your normal internet search results along with your friends posts on the subject. Facebook could search the social grid, but Google could not. This would be a huge advantage.
We think this is a perfect example of the breakneck pace of change in the technology arena and a reminder that you should always ensure that your operations are flexible enough to move with the rapid pace of technology. We must all be cognizant of the tech around us to stay ahead of the game, both strategically and technologically.
We attended the International Parking Institute Conference and Exposition in Phoenix, Arizona last week and it was a blast! We were honored to be welcomed into the IPI family and as a new member, were received with open arms by the IPI BOD, other vendors and attendees alike.
As a new member and Green Exhibitor we had the incredible opportunity to share both our mission and services to a very receptive audience. We are absolutely looking forward to the next show!
Parkers want electronic payment and are in fact willing to pay more for this option!
How many times have you been in a meeting with a client or within your own company and folks start making claims and taking stances on topics that leave you slightly nodding (not in agreement but in acknowledgement that you are hearing them) thinking you would love to see the backup? You don’t call them out on it because you don’t want things to get awkward or counterproductive. We’ve all been there!
Our company loves numbers and we are a bunch of nerds so before putting stakes in the ground we like to see what people are actually saying and try to test our hypotheses. About three years ago we set out to see if the parking community was ready to abandon cash so we took to the streets of Minneapolis, MN and surveyed people on the following focus points:
- Would credit/debit only be a problem?
- What is the preferred method of payment?
- Are attendants valued by parkers?
- Is monthly parking a necessity?
To ensure results remained independent we handed out surveys that were folded neatly in a pre-stamped envelope ready for delivery.
Below is a summary of one part of the survey. Participants were asked to rank on a scale of 1-5 the importance of each parking facility feature with 5 being ‘Most Important’ and 1 being ‘Least Important’.
Additional data points worth highlighting from the survey:
- 100% of parkers have a credit or debit card
- 82% of parkers prefer to pay with credit or debit
- 81% of parkers would park in a lot that only accepts debit/credit
- Parking attendant on duty ranked least important
- Accepting cash was next least important
The results do not come as surprising. What is shocking is the responses we hear from parking providers when discussing adding electronic payment options to their facilities - especially in situations where they currently have cash only operations (meters, cash drop boxes, envelopes…yes there are still lots where you write your LPN and place the cash in an envelope!!).
20 years from now we can’t envision a parking world with all this cash floating around, nor an environment dealing with those tickets that you can never keep track of. There has been a big push toward electronic payment in the parking industry moving away from cash; however, the majority of providers we have spoken to are reluctant to make the move towards adding electronic payment even with keeping cash as an option.
We have heard a wide range of concerns and comments. Here are a few quotes:
- “Why do I want to add another line item to my expenses?”
- “This will make things more complicated”
- “We’re happy with the way things are. We don’t need to change anything”
- “I don’t want to raise my rates for supporting credit cards”
- “My lot is full without having the option of credit cards”
Yes, we know that there is added costs that you must face with the merchant processors as we wrote in a prior post. In the end, some folks will see that adding electronic payment will enhance customer satisfaction, increase transparency, and most of all boost revenue! We spoke to one municipality in Florida that said its revenue went from $900k per year to $3.2mm by adding electronic payment as an option and keeping everything else the same in terms of rates. Among other points, they mentioned that parkers started to think of parking in terms of how much time they need not how much change they had in their pocket.
We would love to hear from you. Why are parking providers reluctant to make what we believe is a necessary change to adding electronic payment to their facilities? Help us comprehend this dynamic, despite all the empirical evidence and consumer feedback, why we don’t see adoption happening much faster.
This scene from Cool Hand Luke summarizes what is happening in the municipal market pretty well.