Workforce Development

Focused on tools and trends to help operators find, train and retain the very best talent. Learn how to build a culture to attract and retain employees; how to fast-track your career; how to build a diverse workforce; and how to lead in a changing landscape.

Leading A Self-Care Revolution: A LAZ Case Study for Improving Employee Well-Being >>

Inclusion as a Business Strategy >>

Building a Culture that Attracts and Retains Employees >>

City Success: Build Team Collaboration to Drive Customer Service Success >>

There’s an App for That: Technology and Today’s Workforce >>

Increase Employee Retention Through Understanding Core Employee Motives >>

Leading A Self-Care Revolution: A LAZ Case Study for Improving Employee Well-Being
Tuesday, October 22, 9:45 a.m. – 10:45 a.m.

Building a strong and engaged workforce is a mission-critical aspect of any successful business. Research reveals that people who are living whole are far more committed and engaged, as well as far less expensive (related to healthcare costs) than those who are not focusing on self-care.
In this informative session attendees will see how LAZ Parking, the 2nd largest parking operator in the U.S., is building a successful workforce by focusing on employee engagement. It will explore how LAZ integrates self-care into its coaching and learning programs and how you can too. LAZ will share its success to date and the best practices for implementing these programs in other organizations

Attendees will leave this session with some easy-to-implement ideas for subtly shifting their approach to leadership development and employee engagement that will help their companies tap into the power of their most important asset - their people.

Learning Objectives

  • Learn how to integrate self-care into coaching and learning programs
  • Hear how to build a strong and engaged workforce by focusing on employee self-care
  • Take away easy-to-implement ideas to improve employee engagement


Andi CampbellAndi Campbell
SVP Human Resources
LAZ Parking


Inclusion as a Business Strategy
Tuesday, October 22, 11:00 a.m. – 12:00 noon

Learn how inclusion can be an effective business strategy for parking operators. NPA award winner, Armin Cruz, Vice President Parking / Transportation at Dallas Fort Worth International Airport Parking Business Unit presents a case-study of the parking operation’s successful inclusion and diversity programs.

DFW operates one of the country’s largest parking operations with over 41,000 spaces and 35 million transactions annually. The airport’s integrated approach to diversity and inclusion is founded on a strategic approach to employee engagement and on building lasting partnerships with organizations, vendors, suppliers, and concessionaires across the region.

The session will explore how DFW established its approach to diversity and inclusion; what it does – and doesn’t - do; and how it measures its success.

Learning Objectives

  • Understand how inclusion and diversity is a business strategy
  • Learn the key building blocks needed to establish an inclusion program
  • See how to measure success and other key metrics


Armin CruzArmin Cruz
Vice President, Parking Business Unit
DFW International Airport


Building a Culture that Attracts and Retains Employees
Wednesday, October 23, 8:00 a.m. – 9:00 a.m.

Famed management expert Peter Drucker says: “Culture eats strategy for breakfast.” How can parking operators use that insight to their competitive advantage?

Join an expert panel as they explore the conjunction of values, practices, and behaviors that form the foundation of company culture. The group will examine how corporate strategy, capabilities, and culture need to be continually in alignment to truly be effective. They will look at how communication tactics, sharing the company vision, and celebrating successes are key tools in building a successful and engaged team.

The panel are drawn from a range of parking operations both public and private as well as from outside the parking business.

Learning Objectives

  • Understand how corporate strategy, capabilities, and culture need to be continually held in alignment to be successful
  • Hear successful on-boarding and communications tactics
  • Discuss successful employee engagement tools


Barbara WolfeBarbara Wolfe
The Car Park, Inc



Tracy NoteTracy Notte
Chief Human Resources Officer
REEF Parking

Armin CruzArmin Cruz
Vice President, Parking Business Unit
DFW International Airport


City Success: Build Team Collaboration to Drive Customer Service Success
Wednesday, October 23, 4:00 p.m. – 5:00 p.m.

Learn how the City of Durham’s award-winning parking operation has built a service culture that teaches team members the best way to engage with customers in every conceivable situation.

The parking industry has grown tremendously over the years, especially with technology, marketing, rules, regulations, and most importantly, fees. For these things, customers have become angry, frustrated, and even irate at staff when most likely, the reasons have nothing to do with the staff. The Office of Parking Management with the City of Durham has partnered with a local university department of social work on an innovative and creative way to address their customers. The aim of this interactive workshop is to draw attention to the Generalize Intervention Model to train staff of the best use of pedagogical approaches to enhance customer service while engaging, assessing, planning, and terminating with customers.

In this session you will get to see examples of how the program can be used in parking enforcement, service recovery, and other service situations.

Learning Objective

  • See exceptional customer service through innovation/creative thinking
  • Develop customer service strategies through teamwork and collaboration
  • Learn the relationship between behavior change and behavioral economics


Thomas LeathersThomas Leathers
Chief Parking Administrator
City of Durham

Dr. Christopher Solomon, Clinical Lecturer, North Carolina Central University
Dr. S. Lavi Wilson, Professor, North Carolina Central University

There’s an App for That: Technology and Today’s Workforce
Wednesday, October 23, 5:15 p.m. – 6:00 p.m.

Join the conversation and share your personal experience using your favorite apps, productivity tools, and whatever other technology you use in the workplace and at home. Led by NPA 40 under 40 winners, this interactive session will explore what tools NPA members use to network, stay connected, be productive and learn on the job.

The group will examine platforms such as Linked-in and Glass-door and how the use them as career intelligence and networking tools. They will review productivity type tools such a Slack and illustrate their applicability in the parking industry. And they will explore professional development and life-long learning tools such a Coursera and other online-learning platforms.

Finally, the group will canvass the audience for examples of their favorite productivity tools and apps.

Learning Objectives

  • See the latest online productivity tools for networking, and learning
  • Learn how other parking employees are using these tools to good effect
  • Hear conference attendees discuss their favorite apps, hoe they use them, and why they are so good


Nicole WylieNicole Wylie
Central Region General Manager
Spot Hero



Ashley Hiniker, Transition and Commercial Manager, MasParc
Kelsey Owens, Director of Municipal Sales, Passport
Banlusack PhommachanhBanlusack Phommachanh
CPP, Field Operations Supervisor
University of Delaware

Morgan Van Liew, National Director of Operations, Hospitality, LAZ Parking

Increase Employee Retention Through Understanding Core Employee Motives
Thursday, October 24, 8:00 a.m. – 9:00 a.m.

Around 3 million Americans quit their jobs every month. Most report the reason for leaving a job is poor relationships with a supervisor or manager. In this interactive session you will learn a better way to retain employees, reduce turnover cost, and improve service in your parking operation.

Douglas Parking’s HR team will demonstrate their strategy and how they motivate employees by determining individual personality types and managing to that type. It is more revealing than you might imagine!

Learning Objectives

  • Improve understanding of what motivates people to action
  • Increase employee loyalty and retention
  • Understand how to improve your current employee incentive plan


Dennis DownerDennis Downer
Regional Manager
Douglas Parking LLC