Managing the Consumer Experience
Tuesday, October 23, 9:45 am - 10:45 am
For business development executives in commercial parking operations finding the next client is crucial to success. Maintaining and servicing these clients can turn a short term “sale” into a long-term service contract.
This session will explore how to grow and sustain a mutually beneficial vendor-client relationship, and how to leverage this relationship to create value for both sides.
Tuesday, October 23, 11:00 am - 12:00 pm
Learn how the University of California at Merced is implementing a $1.3 billion expansion that embraces a long-term vision for a highly multi-modal, sustainable, connected campus. As a young university, urbanization, climate change, and technology present new opportunities and challenges for UC Merced’s transportation and parking. Transportation planners recognize the future of transportation will revolve around active modes, autonomous vehicles, and on-demand services. As such, the University worked to incorporate a range of new approaches to circulation design, which will enable flexibility for future trends in mobility, such as reduced demand for parking in the medium and long-term, strong internal and external bicycle and transit connectivity, and to create a seamless experience for their customers.
This session will examine the plan in detail and explore the lessons learnt to date by planners, campus authorities, students and faculty.
Karin Groth, Director - Transportation and Parking Services, UC Merced
Critical Incident Management: How to Plan for, Deal With, and Recover from a Major Incident at your Facility
Wednesday, October 24, 9:45 am - 10:45 am
By their nature critical incidents can’t be predicted, but they can be planned for, trained on, and learned from, to make a better response for the next time. In this informative seminar, you will learn the key steps that parking operators should take to deal with a critical incident at a parking facility. This program will demonstrate how to build an incident management plan, manage the communications strategy, and liaise with first responders, consumers, client, and employees.
It will also examine how to prepare for and what to do in the first 15 minutes of an incident, how and when to manage business continuity and what steps to take to recover from a critical incident, from investigative processes to employee engagement programs.
Bruce Barclay, Vice President, Parking Operations, MGM Resorts International
Wednesday, October 24, 3:30 pm - 4:30 pm
Finding good talent isn’t easy, especially when there is such fierce competition for it. Retaining talented professionals who know parking operations, and who can grow in the organization, is of critical value. Savvy parking operators are using a variety of successful professional development tools to on-board talent, develop leadership skills, and nurture the next generation of executives.
This session will examine the successful approaches that a number of operators have taken in developing in-house training opportunities, corporate universities, and other professional development tools, including certification, online learning, and on the job training.
Wednesday, October 24, 4:45 pm - 5:45 pm
Arriving and parking at an airport can be a significant source of stress for travelers, affecting passenger satisfaction before they ever reach the terminal. However, cutting-edge technology, such as innovative parking guidance systems, adaptable PARCS systems and even integrated mobile apps, that provide users with real time, dynamic parking functionality, can ease stress and deliver a better experience.
Learn how San Diego International Airport is integrating state-of-the-art parking technology in its new Terminal 2 Parking Plaza to enrich the passenger experience, improve operational performance, and better manage parking inventory.
John Purinton, Principal Watry Design
Thursday, October 25, 8:00 am - 8:45 am
This interactive presentation examines successful marketing tactics and explains their individual strengths and weaknesses for parking operations. Find out the most productive way to use these tactics and how to measure their effectiveness.
Audience members will choose the tactics that they want to explore in a game-show style format. Each tactic is explored in a different presentation style for an engaging program.
- Pay-Per-Click campaigns: what to promote, which platforms to advertise on, how to target your audience, monitoring performance, benefits.
- Influencer campaigns: explanation, identifying influencers, contract contents, compensation, evaluating success, a personal case study.
- Groupon: review of two ways to use Groupon for selling parking, expected costs and ROI, how to set parameters.
- Direct mail campaigns: the lost art behind them, examples, where to get addresses, how to package content, pricing guidelines.
- Geo-targeted advertising: basics behind the strategy, what platforms offer geo-targeting, benefits.
- Google Adwords: how-to guide, review of current requirements, alternative ad platforms, pros and cons, live practice creating ads.
Chelsea Webster, Marketing Director, Calgary Parking Authority
Thursday, October 25, 9:00 am - 10:00 am
Front-line staff and managers in parking can often find themselves in conflict situation with customers, particularly over enforcement issues. These minor situations can escalate into larger conflicts endangering employees – and customers, lowering employee morale, and damaging a parking operation’s reputation.
Successfully managing these types of situations is a key skill-set for parking operations team members. What to say – and how to say it – can make the difference between de-escalating a situation, or making it worse.
This informative seminar, will focus on the practical steps that parking managers and front line employees can take to understand conflict situations, address or avoid conflict all together, and de-escalate conflict situations when they arise. Whether you're new to your role or a seasoned industry veteran, you will learn new techniques that put you in the driver's seat regardless of the customer interaction.
In this session you will:
- Discuss listening and communication techniques in conflict situations;
- Describe how to introduce de-escalation tactics to manage challenging customer service situations; and
- Recognize the role body language plays in de-escalation situations.