Managing the Consumer Experience
Tuesday, October 23, 9:45 am - 10:45 am
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.
Andi Campbell, Laz Parking
Brooks Ellis, Towne Park
Armin Cruz, Dallas Fort Worth
Alyssa Gruber, Sparrow Health System Parking & Security
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.
Director - Transportation and Parking Services
Regional Sales Director – West
Active Shooter and 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 like an active shooter 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 an active shooter or 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 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.
Jeff van Allen
Chief Operating Officer
Municipal Citation Solutions LLC
Wednesday, October 24, 3:30 pm - 4:30 pm
In a smartphone-driven world, where information on everything is just a click away, how can parking operators stay relevant, visible, and profitable?
- First, by knowing where your customers are.
- Second, by knowing when they are making decisions
- Third, by being able to convince them to park with you
In this informative session, Kristin Ludwick, Director of Marketing at Ace Parking, and Nate Phillips, General Manager (West Coast) at SpotHero, will explore a new perspective on parking marketing methods and examine new ways to reach customers. They’ll also explain why OEMs and technology brands can be considered massive platforms for accessing new customers, and how you can efficiently unlock those partnerships.
You’ll leave with an understanding of what parking “marketing channels" you should be paying attention to, as well as clear action items for sharpening your message and widening your customer reach – today, tomorrow, and ten years from now.
Director of Marketing
General Manager, West Coast
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.
Michael Pendergrass, AIA, Associate Principal, Watry Design, Inc.,
Jeff Goodermote, Director of Parking Structures, Swinerton Builders
Chris McKenty, VP Sales, West Region, Sentry Skidata Group
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.
Calgary Parking Authority
Thursday, October 25, 9:00 am - 10:00 am
Parking operations is a service-based industry with a strong customer focus. Like any customer-facing business things can occasionally go wrong resulting in poor customer service and potentially, put contracts at risk for operators.
How should parking operators resolve service recovery situations? How can they learn from past mis-steps and use that experience to provide better levels of service?
In this informative session, Colleen Niese, Principal at the Marlyn Group, examines a variety of real-life service recovery situations including:
- An employee error situation - (e.g. an employee damages or mistreats a vehicle)
- A customer error situation - (fraud, theft or enforcement issue)
- Facility situation - (flooding, fire, snow removal, or other issue that has a service impact)
- Client recovery situation - (situation where customers raise a service complaint to a client like at a hotel, restaurant, hospital, etc.)
The session will examine what went right, what went wrong, what can be done differently and what steps operators can take to mitigate these situations in the future.
Colleen Niese, CPP, SPHR
the Marlyn Group