Harder Than It Looks: Parking Uncovered EP 6: From Permits to Technology: The Evolution of Parking Operations
We sat down with Marlene Cramer, the Director of Transportation and Parking Services for California Polytechnic State University, San Luis Obispo. We discuss the complexities of the parking industry, the challenges of promoting sustainable transportation, and the importance of technology in improving efficiency. Marlene shares her experiences and strategies in managing parking services, including building relationships and managing resources effectively. The episode also features a segment with Andy Witham, owner of Jigsaw Marketing, discussing his career journey and the importance of creativity and teamwork in achieving Emmy-winning success.
With over 20 years of experience in the parking and mobility industry, Marlene Cramer has developed a comprehensive and sustainable parking program at the university, implementing technological advancements and efficient processes to improve the parking experience for customers.
Here are some key takeaways from our conversation:
- Technology Advancements: Marlene walked us through the evolution of technology in the parking industry, from in-person permit purchases to efficient software solutions. She emphasized the importance of addressing urgent needs and learning from industry experts.
- Sustainable Transportation: We discussed the challenges of promoting sustainable transportation on campus. Marlene highlighted the misconceptions about the cost of driving versus public transportation and the need for a shift in perspective.
- Emmy-Winning Insights: We also chatted with Andy Witham, owner of Jigsaw Marketing, who shared his insights on standing out in any industry and the importance of focusing on the audience's needs.
Our conversation with Marlene Cramer highlighted the complexities and challenges of the parking industry, the importance of building relationships, promoting sustainable transportation, and the role of technology in improving operations. It also underscored the importance of teamwork, expertise, and standing out in any industry.
Be sure to check out these great clips from the show:
Marlene's Background and Growing Up in East Los Angeles (00:02:26)
Marlene shares her background growing up in East Los Angeles, her experiences with gangs, and her love for math and finance.
Working in Finance and Transitioning to Parking (00:09:08)
Marlene discusses her career in finance, her promotions within the Sheriff's Department, and her eventual move to San Luis Obispo where she took a job at the university.
Discovering the Challenges of Parking at the University (00:11:22)
Marlene talks about how she was tricked into taking a job in parking and the complexities of managing the parking budget on a university campus.
The Complexity of Parking (00:12:38)
Marlene discusses the complexity of the parking industry and the need to explain the story and language of parking to others.
Building Relationships and Explaining the Complexity (00:14:03)
Brian and Marlene talk about the importance of building relationships and slowly explaining the complexities of parking to colleagues and community members.
Turning Someone Around and Customer Service (00:17:09)
Marlene shares stories of successfully turning around individuals who initially had negative perceptions of parking and emphasizes the importance of customer service in improving the parking experience.
The Perception of Public Transportation (00:25:41)
Discussion about the perception that driving is easier and more convenient than taking public transportation, leading to discouragement of sustainable transportation options.
Transition to Technology in Parking Operations (00:28:28)
Exploration of the technological changes in parking operations over the past 20 years, starting from manual processes to the adoption of new software and hardware solutions.
Recruitment and Retention Strategies for Parking Officers (00:34:53)
Insights into the recruitment and retention strategies for parking officers, including shifting from enforcement backgrounds to hospitality backgrounds, reclassifying job roles as customer service specialists, and providing opportunities for professional development and growth within the team.
The Lightning Round (00:38:21)
Winning an Emmy (01:02:09)
Andy Witham talks about winning an Emmy and the process of being nominated and attending the ceremony.
Capturing People's Attention (01:05:07)
Andy discusses the challenge of capturing people's attention in business and the importance of presenting oneself in a different and creative way.
Standing Out in Advertising (01:08:31)
Andy emphasizes the need to stand out in advertising and shares examples of companies like GEICO that have successfully grabbed people's attention with creative and different approaches.
The Disney Brand's Value (01:12:53)
Andy discusses how the Disney brand alone was worth 7% of the movie's success, equating to $14 million, and how Disney outspends competitors on opening weekend.
Not Competing Against Disney (01:13:52)
Andy advises against trying to compete against Disney and mentions how Disney sets a standard for others to live up to, even in the parking industry.
The Importance of Having the Right Team (01:15:34)
Andy emphasizes the need for the right people in marketing and mentions a successful project that required expertise in animation, lighting, camerawork, and more.
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Connect with Parker Technology.
While delivering an excellent customer experience is indeed harder than it looks, we’re the experts. It’s all we do, every day, and we’re darn good at it. If you’d like to learn more about how we make managing the parking experience look easy, visit our website at www.parkertechnology.com, or shoot a note to getstarted@parkertechnology.com.