Harder Than It Looks: Parking Uncovered

Today’s guest is Ethan Glass, the Co-Founder and CEO of Ocra, a parking management platform. We discuss Ethan's journey from parking cars to building software for the parking industry.Ethan's story begins on the North Shore of Chicago, where he grew up in a family-run business selling office and school supplies. This early exposure to the business world taught him valuable skills in building relationships and growing a small business.His passion for film and media led him to Los Angeles, where he attended Occidental College and joined the entrepreneurship program. It was here that he and his co-founder, Nate Downing, identified a parking problem at the LA Coliseum. This marked the beginning of their journey into the parking industry.Here are some key takeaways from our conversation:The Power of Relationships: Ethan's ability to build strong relationships within the industry played a crucial role in Ocra’s success. His respect for parking attendants and his commitment to integrity and timely payments earned him trust and support within the community.Building a World-Class Team: Ocra’s team is a blend of parking operations veterans and tech industry experts. This strategic selection has been instrumental in understanding the industry's rich history and aligning with its growth strategies.Overcoming Challenges: The road to success wasn't smooth. Ethan and his team faced numerous hurdles, including inventory allocation issues and communication breakdowns. However, their determination to solve these problems led to the development of innovative technologies and automation.This conversation with the Glass family emphasized the importance of building strong relationships whether you are running a family business or a venture-backed technology company. Be sure to check out these great clips from the show:Getting Into Parking and Personal Background (00:01:34) Ethan shares his personal story, starting from growing up in a family business and transitioning into film and media. Challenges and Solutions in the Parking Industry (00:07:11) Ethan talks about the inefficiencies he observed in the parking industry and how he and his co-founder came up with the idea of leasing out parking spaces on an event-by-event basis. The Fragmentation Problem (00:11:49) We discuss the problem of technologies not being able to communicate with each other, causing difficulties in managing inventory allocation and pricing.The Transformation During COVID-19 (00:15:12) The COVID-19 pandemic forced the company to reassess its position in the market and led to customer discovery, where it identified the problem of fragmentation in the parking industry.Building a B2B Software Solution (00:17:27) After receiving feedback from parking operators, Ethan realized the opportunity to build a B2B software solution to solve the problem of a centralized demand channel management platform for online reservation systems.The Ocra Story and Building Relationships (00:23:15) We discussed the importance of building relationships and the positive experiences they had in the parking industry.The Power of Experience and Technology in the Parking Industry (00:23:57) Ethan highlights the value of combining personal parking experience with cutting-edge technology in solving industry problems.Getting into the Long Beach Accelerator (00:25:31) Ethan shares their journey of applying to multiple accelerators and finally getting accepted into the Long Beach Accelerator, with the help of a mentor who had a background in the parking industry.The History of Parking and Industry Alignment (00:35:08) Discussion about the importance of understanding the history of parking and the need for alignment and empathy among different companies in the industry.Building a Business and Overcoming Challenges (00:37:46) Conversation about the process of building a business, facing difficulties, and keeping the team motivated during challenging times.Integrating Parking Technology and Bridging Connections (00:41:57) Focus on the difficulty of integrating parking technology and building an API layer for the industry, as well as the importance of bridging connections with adjacent industries.Memories of the business (01:00:18) Ethan shares his first memories of his grandfather and father selling pencils and other office supplies.Transitioning the Business (01:02:48) The transition of the business from Ethan's father to Ethan and his siblings, and their experiences working in the office.Relationships and Trust in Business (01:10:23) Dan Glass speaks on the importance of getting someone's attention, building relationships, and trust in business.Understanding and Helping Others (01:11:05) The importance of helping others achieve their goals and the need for effective communication and understanding.The Challenges of Content Development (01:13:10) The challenges faced in content development, including the difficulties of taking photos and videos of toilets and faucets.If you have a chance, please leave an honest rating and review on Apple Podcasts by clicking here. It will help the show and its ranking on Apple Podcasts incredibly! Thank you so much!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.

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.Subscribe to Harder Than It Looks.To subscribe to Harder Than It Looks: Parking Uncovered please use the links below:Click Here to Subscribe via Apple Podcasts Click Here to Subscribe via SpotifyClick Here to Subscribe via Amazon Music If you have a chance, please leave an honest rating and review on Apple Podcasts by clicking here. It will help the show and its ranking on Apple Podcasts incredibly! Thank you so much!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.

We interviewed Maria Irshad, Deputy Director for Park Houston. We cover various topics related to curbside management, public stakeholder engagement, time management, and Maria's journey in the parking industry. Maria shares her story of how she unexpectedly got into the parking industry and became passionate about it. She also talks about her approach to communicating with government officials and the challenges and priorities of curbside management in Houston. We also touch on the challenges faced during Hurricane Harvey and the importance of building relationships in the parking industry.Maria is not just an ordinary parking professional. She holds a master's degree in public administration and is a certified administrator of public parking. She's also actively involved in parking associations and serves on the board of the International Parking and Mobility Institute. But how did Maria, with a background in journalism, end up in the parking industry?Here are some key takeaways from our conversation:The Power of Stakeholder Engagement: Maria shared a compelling story about winning over a customer who initially opposed the implementation of parking meters. It's a great example of how persistence, open dialogue, and community engagement can lead to positive outcomesSimplifying Complexities: Maria's approach to communicating with government officials is all about simplifying information. She believes in presenting a full picture of options and potential downsides to help officials make informed decisions.Resilience in the Face of Adversity: We discussed the challenges faced by Houston during Hurricane Harvey and the city's resilience plan. Maria emphasized the importance of parking's role in sustainability.Maria Irshad's journey from journalism to becoming the Deputy Director for Park Houston is a testament to her passion and persistence. From her unexpected transition into the parking industry to her offsite with the American Leadership Forum, her story is one of the most unique in the entire industry.Be sure to check out these great clips from the show:Curbside management and ways to do it better [00:01:18] Discussion on the challenges and successes of curbside management and strategies for improvement.Challenges and successes with public stakeholder engagement [00:01:46] Exploration of the difficulties and achievements in engaging with the public regarding parking-related issues.Maria's tips and tricks for effective time management [00:01:46] Insights and advice from Maria on how to efficiently manage time in the parking industry.Building trust and overcoming resistance [00:10:01] Maria's experience with a customer who initially opposed the installation of meters in her neighborhood, but eventually became a supportive advocate.Effective stakeholder engagement [00:11:42] The importance of engaging with stakeholders and building relationships to achieve positive outcomes in parking management.Communicating complex ideas [00:15:23] The significance of simplifying communication and using layman's terms to ensure understanding and gain support from elected officials.The challenges of curbside management [00:20:48] Maria discusses the competing demands for curbside space, the need for prioritization and management, and the lack of digitized curb information and technology.Lessons learned from Hurricane Harvey [00:24:47] Maria shares their personal experience during Hurricane Harvey and discusses the impact on parking infrastructure, the resilience plan implemented by the city, and the focus on building resilience into structures.The importance of relationship building [00:29:08] Maria emphasizes the importance of building relationships across departments and disciplines within the city, maintaining communication, and staying informed about each other's work.The shift to curbside management [00:30:29] Brian and Maria discuss the importance of sharing information and the relevance of parking in various aspects of life.Time management tips and tricks [00:30:53] Maria shares her strategies for effective time management, including making lists, setting deadlines, and staying organized.The transformative experience of solitude in the wilderness [00:35:57] Maria reflects on her participation in an offsite program and describes her profound experience of self-discovery during five hours of solitude in nature.The power of journaling and meditation [00:40:32] Discussion about the benefits of journaling and meditation, referencing the book "The Artist's Way".Maria Irshad's known phrase [00:42:16] Exploring the question of what phrase people in Maria Irshad's organization associate with her, with the response being "Let's get it done."Changing public perception of parking [00:43:48] Discussion about the need to improve public perception of parking professionals and their work, and the idea of creating a parking movie to raise awareness and respect.Challenges and Self-Doubt During the Trek [00:52:43] Tim Maginn talks about the hardest aspects of the trek, including self-doubt, keeping up with his experienced teammates, and contemplating whether to continue or turn back.Reaching Base Camp and Accomplishments [00:54:35] Tim reflects on reaching base camp, the camaraderie with fellow trekkers, and the sense of accomplishment and readiness for future challenges.The trekking conditions [01:00:49] Tim Maginn discusses the conditions during the trek in Nepal, including the accommodations, heating, and challenges faced.If you have a chance, please leave an honest rating and review on Apple Podcasts by clicking here. It will help the show and its ranking on Apple Podcasts incredibly! Thank you so much!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.

In this episode, we sat down with Don Charley, the Assistant Vice President of Parking Service Line for the University of Pittsburgh Medical Center's Hospital Division. We discuss various topics including thriving in an ever-changing environment, managing diverse parking customers in a healthcare setting, and the importance of personalizing parking while protecting privacy in a digital world. Don shares his experiences and insights as a leader, emphasizing the importance of listening to employees and empowering them to excel in their respective areas of expertise. The episode also features customer service representatives Cierra and Ryan, who discuss their challenges and experiences in assisting motorists in parking garages.Here are some key takeaways from our conversation:Leadership and Trust Building: Don's journey from a security officer to an administrator is a testament to his leadership skills. His secret? Listening to his employees, understanding their needs, and taking immediate action. His approach to leadership is about empowering his team and building trust.Security Canines - The Unsung Heroes: Don shares the fascinating story of implementing a K-9 program for hospital security. These "Olympic athletes" of dogs, trained to respond only to their handler's voice, have become an integral part of the hospital's security system.The Human Side of Parking: Our customer service representatives, Cierra and Ryan, share their experiences of assisting motorists in parking garages. Their stories highlight the importance of patience, understanding, and the ability to troubleshoot in real-time.Don Charley’s journey is a testament to the importance of leadership, trust, and understanding in managing a diverse group of parking customers in a healthcare setting. His story is a reminder that success is not just about expertise in a specific field, but also about empowering your team and allowing them to excel in their respective areas of expertise.Be sure to check out these great clips from the show:Making parking personal when protecting privacy in a digital world is the highest priority [00:01:21] Don talks about the importance of maintaining privacy in a digital world while providing personalized parking services to customers.Creating Trust and Transparency [00:11:19] Don discusses how he built trust and transparency with the housekeeping staff by listening to their frustrations and needs.Managing without Being an Expert [00:16:17] Don shares his management approach of listening to talented employees and allowing them to do their job, even if he is not an expert in their field.Playing in the gray [00:30:11] Insight into Don’s approach of navigating the gray areas and adapting to a matrix organization structure in healthcare parking management.The phrase "Parking is more than two white lines on pavement" [00:32:37] Don Charley shares one of the phrases he is famous for, highlighting the importance of parking beyond the physical markings.The phrase "Either win or we learn" [00:33:04] Don mentions another phrase he is known for, emphasizing the value of learning from experiences and challenges.Managing the competing and disparate elements of institutional parking [00:35:05] Don Charley discusses the difficulties of managing institutional parking, including dealing with various constituent groups and equitable resource allocation.Building a Canine Program [00:43:51] Don discusses the process of building a canine program from the ground up, including hiring a master trainer and acquiring high-quality police dogs.Challenges in Relocating Valet Service [00:45:41] Don talks about the challenges faced in relocating the valet service from the main door of Presby Hospital to the Presby Garage, and how they overcame those challenges.Hardest Things About the CSR Job [00:48:45] Cierra and Ryan discuss the hardest aspects of their job, including troubleshooting and dealing with a high volume of calls, as well as adjusting to different customer emotions.Equipment issues in the garage [00:56:24] A conversation about the problems with malfunctioning parking stations and the difficulties in resolving them.Translation tools and improving customer service [00:58:01] The importance of having translation capabilities in garages and the impact it can have on reducing stress for bilingual customer service representatives.If you have a chance, please leave an honest rating and review on Apple Podcasts by clicking here. It will help the show and its ranking on Apple Podcasts incredibly! Thank you so much!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.

In this episode, we sit down with Peter Lange, Associate Vice President of Transportation Services at Texas A&M University College Station. We discuss topics such as hiring employees based on their previous work, managing manpower, motivating millennial student workers, and implementing parking solutions. We also touch on the challenges of dealing with higher education politics and the need for better understanding of the costs associated with parking.Here are some key takeaways from our conversation:Motivating Millennial Workers: We discussed the challenge of inspiring millennial student workers and the significance of creating a sense of belonging and purpose.The Challenges of Implementing New Technologies: Peter shared his experiences with implementing new technologies, the risks of being too early or too late, and the importance of understanding the operation and technology to improve processes.The Non-Parking Challenges: Peter reflected on the non-parking aspects of his job, such as dealing with higher education politics, university and local politics, and administrative changes.Peter Lange earned a BA in marketing from Georgia State University in Atlanta, Georgia, and is Associate Vice President of Transportation Services at Texas A&M University, College Station, Texas. He is responsible for one of the largest parking, transportation and fleet operations on any college campus in the country.  Peter is past president of the board of directors for the Texas Parking and Transportation Association (TPTA).  His awards and honors include: the 2009 Distinguished Service Award from the TPTA, the 2013 Chairman’s Award from the International Parking and Mobility Institute (IPMI), and the 2015 IPMI James M. Hunnicutt, CAPP, Parking Professional of the Year.  Transportation Services at Texas A&M was named the IPMI 2009 Parking Organization of the Year, and the Innovative Organization of the Year – 2012 by the National Parking Association. In 2017 and reaccredited in 2023, Texas A&M University Transportation Services was named as an IPMI Accredited Parking Organization “With Distinction” and attained “silver” level status as a “Bicycle Friendly University” by the League of American Bicyclists.  Peter has authored a number of industry articles and presented at numerous industry conferences. He has chaired several parking committees, including past Co-Chair of the IPMI Technology Committee. Be sure to check out these great clips from the show:The importance of work experience [00:12:02] Discussion on the value of seeing someone's work before hiring them and the benefits of being dragged along by someone who trusts your abilities.Managing manpower for events [00:13:44] Exploration of how Texas A&M University manages their staff for large events, including utilizing student workers and wage workers.Motivating millennial student workers [00:16:41] Discussion on how to motivate millennial student workers, including creating a sense of belonging, providing support, and emphasizing the importance of their role in the organization.The community engagement plan [00:22:33] Peter discusses the comprehensive plan developed in partnership with Texas A&M Transportation to engage the community and implement changes in signal timing, road closures, and traffic control to improve traffic flow on game days.Technology and its role in parking operations [00:27:51] Peter talks about the importance of deploying technology, such as cameras and network infrastructure, to monitor and manage parking operations effectively. They also discuss the philosophy of choosing and implementing technology and balancing cost with the opportunity to improve operations.Pushing the industry and learning from others [00:32:20] Peter emphasizes the importance of staying informed about industry trends, attending conferences, networking, and learning from other institutions to push the boundaries and improve parking operations. They discuss the willingness to challenge vendors and explore new solutions.The timing of taking the next leap [00:33:10] Discussion on the importance of timing in deciding when to implement new technologies and the risks of being too early or too late.Prepaid parking journey [00:33:29] Exploration of the implementation of prepaid parking, focusing on the demand during football events and the use of vendors like ParkMobile.Using technology in the field on game day [00:35:25] Discussion on the challenges of using credit cards in the field during game days, the limitations of cellular and Wi-Fi networks, and the anticipation of a dedicated 5G network on campus.The challenges of moving to a new location [00:43:16] Peter discusses the difficulties of moving to a new city, leaving behind family and friends.The non-parking aspects of the job [00:44:00] The challenges of dealing with higher education politics, university politics, local politics, and administrative changes.The misconception about parking being free [00:45:39] We discuss the misconception that parking is free and emphasizes the economic aspect of parking and the resources required to maintain parking facilities.The challenges of landing an airplane [00:53:13]Keeping frontline workers engaged [00:56:27] Lynda Black shares her strategies for managing frontline workers at Parker Technology’s Indianapolis based call-center.  Subscribe to Harder Than It Looks.To subscribe to Harder Than It Looks: Parking Uncovered please use the links below:Click Here to Subscribe via Apple Podcasts Click Here to Subscribe via SpotifyClick Here to Subscribe via Amazon Music If you have a chance, please leave an honest rating and review on Apple Podcasts by clicking here. It will help the show and its ranking on Apple Podcasts incredibly! Thank you so much!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.

We’re thrilled to share with you the latest episode of Harder Than it Looks where we had the pleasure of hosting Julie Dixon, the founder and owner of Dixon Resources Unlimited. Julie's journey is a testament to the power of perseverance, dedication, and an unwavering commitment to customer service.In this episode, Julie shares her experiences working at Disneyland and the valuable training she received there. Julie also discusses the importance of instilling a passion for customer experience in employees and shares insights on the hiring process. We dive into her journey as an entrepreneur and the challenges she faced in building her business. Here are some key takeaways from our conversation:The Hiring Process: Julie emphasized the significance of hiring individuals who possess the right qualities. She shared her unique approach to interviews, focusing on problem-solving skills and ethical decision-making.The Magic of Parking: we agreed that parking is one of the most misunderstood industries. We discussed the importance of including parking in conversations about design and traffic congestion.Women in the Parking Industry: Julie discussed the challenges she faces as a woman in a male-dominated industry and the need for more diversity. She encouraged everyone to continue their efforts in creating a more inclusive and respectful environment.Julie Dixon has over 30 years of parking and transportation management experience directly supporting municipalities, academic institutions, and agencies throughout the United States. She has extensive knowledge and hands-on experience with soliciting, developing, deploying, operating, and maintaining parking and transportation solutions. Julie is celebrating the 10-year anniversary of Dixon Resources Unlimited which was founded with the intention to help agencies make parking easy, convenient, and accessible.Be sure to check out these great clips from the show:Establishing a thriving business from the ground up [00:01:22] Julie discusses the excitement and recognition of her business's 10th anniversary and being named IPMI's organization of the year.Leading and motivating a high-velocity team [00:02:26] Brian acknowledges Julie's confidence and progression as a leader after ten years of running her business.Overcoming adversity in a predominantly male industry [00:03:32] Julie reflects on the challenges and successes of building her business and the infectious fun and confidence within her team.The behind-the-scenes training at Disneyland [00:13:35] Training at Disneyland, including logistical organization, cash handling, and customer service interaction.Working at Disneyland's commercial bakery [00:16:05] Working in the commercial bakery at Disneyland, interacting with legacy employees, and exploring the park.Interviewing process for customer service roles [00:17:29] Group engagement and face-to-face interviews, navigating challenges and assessing common sense and behavior correction.Group Interviews and Selecting Candidates [00:20:43] Julie discusses the process of group interviews and the importance of assessing candidates' comfort, trustworthiness, and thought process.Using Situational Questions in Interviews [00:21:49] Julie explains the effectiveness of situational questions in getting authentic responses from candidates and assessing their thinking skills.Entrepreneurial Thought Processes and Work Ethic [00:24:35] Julie reflects on her upbringing in an entrepreneurial family, the competitive nature of family dinners, and the development of a strong work ethic.The challenges of starting a business [00:30:18] Julie discusses the challenges she faced when starting her business, including the speed at which she had to establish her business entities and the sacrifices she made.The unexpected growth and success of the business [00:31:20] Julie talks about how she never anticipated having employees and the surprising success and recognition her business has achieved, including receiving an award for organization of the year.Managing and motivating a team [00:34:11] Julie discusses her approach to managing and motivating her team, including allowing them to be entrepreneurs, being available to help them, and the challenge of letting go of control. She also emphasizes the importance of having a sense of humor in the industry.Challenges of being a female in the parking industry [00:40:52] * Discussion on the unique challenges faced by women in a male-dominated industry and the need for improvement.Dealing with derogatory language and stereotypes [00:41:17] * Exploration of the derogatory language and stereotypes faced by women in the industry and the importance of not letting it affect personal growth.Support and unity among women in the industry [00:45:16] * Highlighting the need for women in the industry to support and uplift each other, and the positive impact of women in leadership positions.Julie's catchphrase [00:50:23] Julie shares her catchphrase, "We get shit done," and emphasizes the importance of finding solutions instead of focusing on problems.Julie's hardest accomplishment [00:51:30] Julie discusses the challenges she faced while completing her MBA while working full-time and traveling, highlighting the sacrifices and uncertainties she experienced.Challenges in the parking industry [00:54:09] Julie talks about the difficulties in ensuring that people deliver on their promises in the parking industry, including issues with product functionality, customer support, and integrations.The importance of parking in conversations [01:00:21] Julie discusses the importance of including parking in conversations and how it affects other aspects of design work and traffic congestion.Starting and scaling a business in the parking industry [01:07:01] Brian talks about the challenges and importance of starting and scaling a business in the parking industry, emphasizing the need for experience and an entrepreneurial spirit.The mental side of triathlons [01:17:24] Kent shares the mental challenges and struggles that triathletes face, including self-doubt, motivation, and redirection.Subscribe to Harder Than It Looks.To subscribe to Harder Than It Looks: Parking Uncovered please use the links below:Click Here to Subscribe via Apple Podcasts Click Here to Subscribe via SpotifyClick Here to Subscribe via Amazon Music If you have a chance, please leave an honest rating and review on Apple Podcasts by clicking here. It will help the show and its ranking on Apple Podcasts incredibly! Thank you so much!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 lea...

In this episode, we had the pleasure of hosting Brett Harwood, a renowned figure in the parking industry. Brett's journey from lawyer to business executive, and his experiences in growing his family business, are nothing short of inspiring.Here are some key takeaways from our conversation:The Evolution of the Parking Industry: Brett shared how the industry has evolved over the years, from rudimentary parking equipment to the digital transformation we're witnessing today. It's a testament to the importance of innovation and adaptability in business.The Importance of Customer Satisfaction: Brett emphasized the crucial role of customer satisfaction in the parking industry. A negative parking experience can harm relationships with customers, highlighting the need for excellent service.The Impact of External Forces: Brett also touched on the external forces that parking operators have to deal with, such as restrictions on access to city centers. It's a call to action for operators to work together to combat common problems.Brett Harwood, a renowned figure in the parking industry, joins us as a guest and discusses his journey in the industry, including growing his family business and navigating challenges in New York. The episode concludes with reflections on the industry's changes and personal anecdotes from Brett's career.Be sure to check out these great clips from the show:*Early 90s: Becoming President of the Company [00:14:40]*Brett discusses becoming president of the company in the early 90s and the challenges of operating in a mature market like New York.*Marketing in the 80s and 90s [00:18:12]*Brett talks about the early marketing efforts of the company, including couponing, radio ads, and eventually using billboards at the airport.*Leaving Central Parking [00:20:57]*Brett explains why he decided to leave Central Parking after two and a half years and the desire to be more entrepreneurial in decision-making.*The challenges of parking [00:24:19]*Parking is a difficult business due to the high level of competition, the need for excellent service, and external forces such as access restrictions and zoning changes.*Relentlessness of parking [00:27:56]*Parking operators must be prepared for a constant influx of cars and the high expectations of customers, who believe they have a right to a parking space.*Unique qualities of parking people [00:33:24]*People enter the parking industry for various reasons, including being recruited, having early experiences as valet parkers, or being attracted to emerging technology and other aspects of the business.*The challenges of working in the parking industry [00:34:42]*Brian discusses the hard work, abuse, and grit required to succeed in the parking industry.*The impact of technology on the parking industry [00:39:19]*Brian talks about the discomfort and adjustments caused by the introduction of new technology in the parking industry.*Dealing with unexpected challenges, like COVID-19 [00:41:19]*Brian highlights the difficulties faced by parking businesses during the COVID-19 pandemic and the need for resilience and perseverance.*Opening Day Cash Collection [00:45:17]*Brett shares a story about collecting cash from parking on opening day in 1980, with complications and a large amount of money involved.*Sending Excess Proceeds to Olympic Committee [00:46:21]*Brett recounts how they sent about $400,000 in proceeds from the Olympics to the Olympic committee, which was unexpected and heartwarming.*Facing Financial Challenges and Discussions [00:49:34]*Brett talks about facing significant financial challenges, including bankruptcy work, a fire, and a recession, and the daunting discussions with lenders that followed.*The rewards of hard work and creativity [00:56:57]*Brett reflects on the rewards of hard work and creativity in the parking industry.Subscribe to Harder Than It Looks.To subscribe to Harder Than It Looks: Parking Uncovered please use the links below:Click Here to Subscribe via Apple Podcasts Click Here to Subscribe via SpotifyClick Here to Subscribe via Amazon Music If you have a chance, please leave an honest rating and review on Apple Podcasts by clicking here. It will help the show and its ranking on Apple Podcasts incredibly! Thank you so much!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.

We as parking professionals know that parking is hard. However, we make it look easy to those from the outside looking in. The myriad technologies, processes and people that a parking operator has to wrangle on any given day is mind-numbing, and every parking facility is unique. While certain verticals share similar pain points, we know better than many how nuanced every operation can be.We created this podcast to facilitate connections and illuminate solutions to common problems within the parking and mobility industry. We aim to do so by highlighting the voices of experts in the space, discussing trends and forward-looking technological innovations, and providing professional food for thought. All in an effort to help one another get better at what we know is harder than it looks…parking a car.Harder Than It Looks: Parking Uncovered is hosted by Parker Technology.