Moving Forward Newsletter
Vol 1, June 2025
When I recently stepped into the role of CEO at Reimagined Parking, I knew it was a pivotal moment—when the industry faces numerous changes. After more than four decades working in North America’s parking and mobility space, I’ve had the privilege of helping lead innovations and first-of-their-kind initiatives that have shaped the way we think about parking.
Things are moving fast, and customer expectations are evolving. So, how do you stay ahead? That’s why we’re launching this newsletter. We wanted to create a place to share the insights we’re gaining in real-time—industry trends, innovations, customer experience strategies, and smart ways to grow revenue. Think of it as a conversation between us, grounded in experience and focused on what’s next.
Updates:
Reimagined: Operational Excellence To Its Core
At Reimagined Parking, operational excellence is about delivering reliable, efficient service that supports our clients’ goals. It means going beyond technology to ensure well-maintained facilities, smart inventory management, and data-driven decisions that keep everything running smoothly. We use real-time insights and customer feedback to make continuous improvements, so our clients get better results. Our core philosophy is an unwavering commitment to operational excellence. Consistent investment in our people, processes, and innovative technologies designed to enhance customer convenience and streamline operational processes expresses this commitment.
Reimagined Parking places significant emphasis on employee welfare and professional development. By investing in comprehensive training programs and promoting a culture of continuous learning, the company ensures that its team members are consistently equipped to provide exceptional service. This approach enhances customer satisfaction and strengthens employee engagement and retention, driving sustained operational success.
As one of the leaders in North America’s parking management industry, we oversee approximately 3,000 facilities across 500 cities with a dedicated team of over 8,000 skilled employees. The company provides a comprehensive suite of services, including parking facility management, valet operations, event parking coordination, parking enforcement, shuttle services, and advanced customer experience solutions. Reimagined Parking’s broad geographic presence, combined with its specialized expertise in industry verticals, enables effective tailoring of services to diverse market needs, including Commercial Healthcare, Municipal, Airports, Universities, Event Venues, Hotels, and more.
Reimagined Parking is, and has always strived to be, a proactive, capable partner focused on our integrated approach to technology, operations, and people management and our holistic commitment to operational excellence.
In Focus:
Strategies for Maximizing Revenue from Parking Facilities
As the parking industry continues to evolve, it is increasingly important for operators to support their clients’ revenue growth. This involves not only maximizing revenue from parking occupancy but also identifying additional revenue opportunities.
A key element in achieving revenue goals is ensuring that clients capture a significant share of the parking demand in the markets they serve. Understanding pricing strategies that align with this demand is essential for driving incremental revenue.
To effectively capture demand, Reimagined Parking employs proven marketing strategies and tactics that directly engage parkers. This process comprises five key steps:
1) Identifying the demand drivers in the market,
2) Determining the key market segments that influence demand,
3) Analyzing the needs of each segment,
4) Developing products, and pricing that address these needs, and
5) Selecting the most effective marketing channels to reach each target audience.
When combined with accurate tracking and reporting, these steps form the foundation for increasing occupancy at a client’s facility. Once demand is captured, the next step in maximizing revenue is to develop pricing strategies driven by demand. Understanding the relationship between supply and demand, as well as the competitive landscape, allows for implementing more aggressive pricing strategies to optimize revenue and maximize profits. Analyzing factors such as traffic flow, local activities, and time of day allows Reimagined Parking to adjust pricing dynamically in response to the fluctuations in parking volume.
Perspectives:
The Growing Impact of Technology on Parking Services
Advances in technology are not only providing parkers with improved and streamlined user experience but also providing ways to drive incremental revenue at client locations. To facilitate technology integration, Reimagined Parking works with its clients to identify the appropriate technology to address their specific needs. As Millennials and Gen Z continue to replace Boomers in the marketplace, digital technology in facility operations, as well as support for parking purchases via smartphones, will continue to grow. Whether providing free-flow access that simplifies entry and exit, a ticketless smartphone-based valet that impresses customers while improving valet metrics, or utilizing mobile payments that empower customers to find and pay for parking seamlessly, Reimagined Parking can help its clients forge new frontiers in technology.
Demand for internet-enabled EV chargers is surging, with EVs now representing nearly 9% of new US car sales. Offering EV charging gives your facility a competitive advantage. And with new financial models to support implementation, it also provides the opportunity for incremental revenue. Reimagined Parking can help evaluate local demand, electrical capacity, and internet connectivity before you invest. We can also help our clients determine which chargers are right for their specific application. Whether Level 2 chargers which are are suited for locations where vehicles park for more extended periods, or Level 3 chargers that offer rapid charging near highways, Reimagined Parking can help you integrate EV chargers strategically to position your business for growth, customer satisfaction, and increased revenue, helping you stay ahead in today’s evolving market
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