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JVH Hard Core

“Wow! He’s really Hard Core, Isn’t he”?

That’s the response I got when I gave a five minute talk to the Parking Resource Forum held this week in Southern California. I seemed to have tweaked a few sacred cows.

The Forum is primarily designed for municipalities and discussions are relevant to on street issues.

I spoke about “The Parking Experience” and how I felt that those charged with on street parking were in an unenviable position when tasked with attempting to make the parking experience a positive one for their parkers.

I noted that there were many things that off street operators could do to make the experience a better one, from cleaning up the parking structures to using tech to make entry and exit seamless.

However, on street, I said, was a different matter. I noted that I was hard pressed to list things that the people in that room could do to make the lives of their citizens better and the parking experience a positive one. I noted that they were under pressure to keep revenues up while enforcing rules that sometimes were difficult to justify.

I noted that in a law being considered in Sacramento, AB 516, the term “often astronomical” was actually written into the wording of the document to describe parking fines. Someone, somewhere, is not getting the message.

I said that the hatred (yes hatred, a word used by a PEO in the room) was so inbred that changing perception was going to be extremely difficult.

Julie Dixon, the Forum’s organizer, leapt to the defense of the municipal parking orgs present by saying that there were many things they were doing including setting up parking districts and plowing money collected from citations back into the neighborhoods from whence it came. Fair Enough.

Some commented that people are more willing to pay fines if they feel the money is going to a good cause, like better streets and sidewalks. I countered that I don’t think the majority of people believe or even know that is happening.

When you get a ticket, I said, typically you are pissed off and are looking for someone other than yourself to blame. Some responded that they had some success when they explained to the parker just why the rules were in place. Now there’s an idea.

I may have come across a little strong to those on the parking front lines, but when a PEO introduced himself as the most hated man in the room, the laughs he got were a little strained. Just how do we as an industry make the parking experience better, both on and off street?

Some of the comments did give me a few ideas.

What if we included a little card with each citation written that had a phone number on it and told the violator that if they wanted to discuss the ticket, and why it was written, they could call. Have folks at the other end of the line trained by someone from Disney to handle the calls and with the power to adjust the citation if it is reasonable to do so.

How about a PR campaign explaining why the rules are there and the good that comes from them? (This might start a review of the rules and a better understanding of how the so called Draconian regulations came into being.)

The police have outreach programs going to community meeting and talking about policing issues, why not have such programs for the parking department.

One city noted that they provide warnings for the first violation. What a great idea.

My problem, municipalities, is that making the parking experience better doesn’t appear to be job one. If it is, it doesn’t appear to be working. If I’m wrong, let me know. In the meantime, I’ll just continue to be “hard core.”

JVH

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2 Responses to JVH Hard Core

  1. Joe Sciulli says:

    Print ads in the major dailies and radio public service announcements were common fare when the large municipal programs were brought up to then-modern standards four decades ago. The message was preached.

    Now, the cities didn’t pay for developing those ads and PSAs, although they reaped the benefits – tangibly and financially. But how many of those cities assumed on-going responsibility for promoting their programs?

    Marketing expenditures went the way of the parking analyst and meter security techs – cost saving casualties in the war of a bottom line payment to the city — and this was years before all of the high-tech smart parking gadgetry we have today.

    It’s a rare handful of agencies that effectively market their on-street parking programs through print, video and web, and LexPARK is one to emulate; it’s time well spent to take a look. http://www.lexpark.org

  2. JVH says:

    From your mouth to God’s ear — Well said, Joe

    JVH

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