Harder Than It Looks: Parking Uncovered

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.