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About Jeff Petry

Jeff Petry manages the City of Eugene’s on-street and off-street parking system. He serves on the IPI Advisory Council and the Sustainability Committee.

Just Listen

Jeff Petry

The main parking line rings at my desk and I grab the calls when my co-worker, Heidi, is away. Our parking calls are the norm–where to purchase a parking permit, how to pay for a parking ticket, or inquiring whether a permit is available at an address in our residential permit program. Two of today’s phone calls, however, were cause for reflection and a reminder to just listen and enjoy every day:

  • Confused about jurisdictions: A resident called to complain about a vehicle stored on the street. We always lead with going to our website to report the stored vehicle to educate the public that this option is available any time and the information feeds directly into our officers’ smartphones to respond to the complaint. The resident was good with going online to fill out the information for stored vehicles. He had a second question, however, about a vehicle parked at the end of his cul de sac. My parking sensors immediately perked up, sensing that this may be a private road where the city does not have the authority to enforce the parking code. I checked the address in our geographic information system (GIS) database and sure enough, it was a private road; the development’s staff will have to address the issue.  Resident was not happy with this jurisdiction-shifting response but it was a private road. Since I was in the GIS database, I double checked the jurisdiction of the first complaint of a stored vehicle. Sure enough, the road segment was county managed and the city has no authority to enforce the parking code. Resident was not happy, again. The phone call concluded with a typical set of comments about government, jurisdictions, and overall confusion. This phone call has re-energized me to engage the county staff to see if an intergovernmental agreement can reached whereby the city can enforce storage/abandoned vehicle complaints on county property located within the City of Eugene’s boundaries in effort to better serve our community.
  • Survival Story: My second phone call was about 20 minutes long.  We enforce the storage on the street code on a complaint basis throughout the city. A woman had received our notice and needed to move her vehicle within 72 hours. She was upset that she was picked on because other vehicles on her street that don’t move were not issued the same warning. She asked why? Before I could respond, she began to elaborate: Her husband shot her in the head several years ago, she is trying to get by on disability, and her dog is being treated for cancer. Wow! After a big pause, I explained the program was complaint-based. She was satisfied with the response. I then noted that she was an inspiration and a survivor and I hoped she could enjoy the sunlight of this day. Listening to hear story and sharing my true admiration for her determination seemed to shift the conversation away from parking negativity to end on a truly positive note.

These two phone calls reaffirmed that parking can create a better community by removing confusion of government layers and that sometimes, it’s our job to just listen and provide positive affirmation of our individual community members.

Oboe Memories

Jeff Petry

For many years, our local school district’s transportation staff coordinated bus parking for students to attend special daytime performances at the City of Eugene’s Hult Center for Performing Arts downtown. The events were geared towards students in kindergarten through grade three, and were performed by our local symphony, ballet, and dance resident companies. The partnership between the local school district and Hult Center staff provided a great learning opportunity and downtown visit for several thousand kids, teachers, and volunteers.petry

Attending these events, however, became difficult because of downtown development that transformed parking lots into buildings and increased customer demand for on-street spaces. It was becoming a significant challenge to find space to park 30 to 40 school buses in our downtown core.

The buses eventually found on-street options to park and unload the kids four to seven blocks away, adjacent to the county jail! Local sheriffs were hired to stop traffic at intersections so the thousands of students could cross a four-lane state highway downtown to reach the performing arts center. After a few years, the logistics and risks of transportation became too much and this school outing was cancelled.

Many years passed, and new staff at the school and city re-engaged the idea. We all wanted kids to take an educational field trip to our downtown to experience a performance by one of our resident companies. The Eugene Symphony wanted to present two 45-minute performances of “Peter and the Wolf” to K-3 kids. Where to park school buses remained the core issue, as drop-off/pick-up plans for several thousand students would not work. After exploring many of the old options, the most obvious solution was to close a street adjacent to the performing art center and park 24 buses carrying close to 2,000 students for the short performance.

The city parking program facilitated the conversation to get to a yes on the street closure. Transportation staff from the local school district provided a bus parking plan, operation policies, and agreed to coordinate directions and parking information for all school districts. The Eugene Symphony provided marketing and volunteers to assist with bus loading and unloading. Hult Center staff provided staff to support the event. The City’s Traffic Engineer provided an approved traffic control plan and signage. Additional checks-ins were made with the local police and fire departments, as well as the transit agency. Finally, a few days before the event, we all got to a “yes” and the event was on.

End result? More than 3,600 kids saw the Eugene Symphony’s performance of “Peter and the Wolf,” representing more than 60 elementary schools from across the county!

Later, a co-worker shared with me that her son’s memory of attending this event many years ago was that of hearing an oboe for the very first time. These are the memories that parking can help create!


Harry Potter and the Parking Stone

Jeff Petry

In the Harry Potter series by J.K. Rowling, Harry Potter starts off unaware of his wizardly abilities and kept in a storage closet under the stairs by his aunt and uncle. Gradually, the magical world is revealed to him, including heading off to the Hogwarts School of Witchcraft and Wizardry. Each school year, he is faced with extraordinary challenges as the evil Lord Voldemort attempts to take over the world. Harry is the reluctant hero and leader. He is able to overcome the challenges with his close network of friends and mentors, educational training, and the infused power of love from his deceased parents (killed by Lord Voldemort).

Parking programs across the country can relate to the Harry Potter story. Many parking programs are relegated to organizational “closets” and not provided the opportunity to grow and operate in a nurturing environment to become positive influences in the community. Parking programs are not always recognized for their crucial links between organization and community stakeholders. Many times, parking revenue is just a line item of a larger program’s budget.

Harry Potter did not recognize his true value and power to influence world events on his own. It took a leader, Professor Dumbledore, to recognize the value of the young wizard and embed empathy and values in his personal and wizardly development. It took partnerships with friends and unexpected allies to overcome Voldemort’s evil plans to reshape the world. And all this was happening while the Muggles (non-wizard, everyday humans) were totally oblivious to these struggles, despite noticing weird occurrences around them.

The same can be said for parking programs across the country. It takes an organizational leader to truly understand the potential of parking in shaping a community and then mentor the program and its staff to work their parking magic for good. It takes strong partnerships within your organization and with the community to overcome the challenges thrown at the parking program.  It takes attending our parking school of wizardry (International Parking Institute and regional parking associations) to learn the magic. And this mostly happens under the radar of the majority of the community, except for the conversations around parking rates.

A parking wizard can help shape the community by figuring out how to overcome current challenges as well as those that will shape the community in the future. Are you ready to enter the magical world of parking?

Parking Manager Lemonade Stand

Jeff Petry

Last week, as part of an effort to solicit feedback on a proposed parking rate increase, I set up my parking manager lemonade lemonadestand at various locations in our downtown. The intent of the lemonade stand is to give parking customers an opportunity to provide feedback, face to face. It is a friendly, and perhaps unexpected, approach to engage everyday parking customers, right where they are.

The lemonade stand was set up for about six hours at three locations over the course of three days. Here is what I learned/observed:

Downtown Park Location (lunch time):

-      A consistent flow of vehicle and pedestrian customers at our weekday Farmers’ Market that included downtown employees, families, people in suites or workout clothes, all ages, bicyclists–a perfect mixture of downtown customers!

-      A street violin player playing pleasing background music that could be heard better in the lulls of the vehicle traffic.

-      A farmer’s market booth staff person was curious about the “competition” of a lemonade stand and was pleasantly surprised to the find the City of Eugene’s parking manager in his bowling shirt uniform talking to downtown customers!

-      No questions or concerns on the parking rate increase, just smiles.

Downtown Parking Garage (4:00 – 6:00 p.m.)

-      More smiles from customers heading home from work.

-      Biggest question – Why did you remove all the trash cans from this garage?

  • Note: We removed trash cans from this parking garage to minimize our custodial needs and due to trash studies showing it was used by people dumping their home garbage in our cans. As a follow up, we will place a few more trash cans on the ground floor retail entry areas.

-      One downtown employee delivered an envelope containing a letter signed by about a dozen people asking us to not increase rates.

-      General comments of no issues with the first monthly permit rate increase in seven years.

Another Downtown Parking Garage (7:00 – 9:00 a.m.)

-      General questions such as: Where is the bus station? Is there secure bike parking? Why are you here?

-      General comments of no issues with the first monthly permit rate increase in seven years.

-      Several people took photos in the lemonade stand to show their coworkers.

The lemonade stand augmented a communications strategy that incorporated mail and social media, and allowed the parking program to add a personal touch to parking management and talk to our everyday customers. It helps defray the emotion that is present in emailed feedback. It provides a visual token that customers will remember for months to come. And, most importantly, it humanizes our parking program.

So, would you like a glass of lemonade?

Hashtagging Parking

Jeff Petry

Hashtags (preceding a word with the # symbol, such as #parking) were popularized by Twitter many years ago and have since found 2013-10-11 20.12.52their way into more places on the internet and social media. Sites such as Instagram, Vine, and Facebook, use hashtags to quickly link photos, videos, and comments across all of their users. It’s easy and there is no naming convention–type #parking into your search engine (or follow the link) and view the images it returns. Hashtag your organization, city, or parking program in the search box to see what your customers are saying!

So, how do you hashtag your program? It is important to understand what is out there. I use the Flipboard app on my iPad to track hashtagged words across all social media sites. If we dig deep enough, I am pretty sure most of our parking programs will come up under #parkingtickets and #parkingmeter. The trick for us is to do things that people want to hashtag in a positive light.

For example, my program, Epark Eugene, experienced some issues with customers having trouble locating multi-space meters on a busy street. We partnered with our city’s public art program to hire a local artist to paint (and protective coat) five of our meter housings. The project’s goals were to make it easier to find parking by:

  • Adding color to everyday parking objects.
  • Incorporating art that is identifiable at 25 miles an hour.
  • Including the universally-accepted “P” image.

Success is measured by increased meter use, reduced citations, and social media mentions of the new art using hashtags. See the Instagram photo in this post? It worked!
2013-10-19 20.34.11

Another project that used hashtags and social media to build positive messages around parking tapped into the current zombie craze. Downtown Eugene has a 1976 era parking garage with heavy duty steel doors that present a prison look in our stairways and have not worked in decades. Our parking supervisor painted the doors bright red and hung a sign that read, “Close Gate In Case of Zombie Outbreak.” We get nothing but smiles from this cool sign in a parking garage in downtown Eugene.

Just when we were getting used to and printing QR codes, along comes another technology tool! This one is really easy, so hastag your parking program!

Parking Looney Tunes

Jeff Petry

I recently came across this photo hashtagged with #parkingticket on Instagram:

Instagram - What to do

It challenges me as a parking professional. At first blush, it looks like a there is a hard-working commercial delivery driver with a large truck trying to get his load of beverages into a grocery store. Another rig is parked on the private parking lot, taking up a prime delivery spot and making it difficult for the delivery truck to turn around. But then there is that parking meter and the pesky parking enforcement officer, who seems to be issuing a citation.

Maybe there is more to this picture? Perhaps the citation is being issued after the officer asked the driver to drop some coins in the meter? Maybe the parking officer is working on his handheld after issuing another vehicle a citation and just happens to be standing there? Or might the parking officer and the delivery driver be chatting?

What would you do? If you showed this photo to your parking staff, how would they respond? I want to know, and have a simple anonymous online poll for you to take:

My gut tells me, based on the officer’s stance and position relative to the truck, that the vehicle is getting a citation. The delivery driver does not appear to care. Delivery drivers often find getting the ticket worth the efficiency of meeting a tight schedule and ease of this delivery. It’s as we are in this perpetual cartoon of Wile E. Coyote (parking officer) trying to catch the Roadrunner (delivery trucks).

I will follow up with your responses in a later blog!

Parking Goes to Summer Camp

Jeff Petry

Many of us are starting to think about summer camps. While child care may be a prime motivator for parents seeking out camp programs, there are often other reasons they are are popular: they provide a new learning experience that promotes social awareness, fosters creativity, and nurtures independence, all under the heading of FUN!

These are also the skill sets we want in our parking teams. We go to trainings, read management books, and work with human resources professionals to encourage employee development and form stronger work groups. When these goals are met, coming to work becomes fun. So why don’t we send our parking staff to summer camp?

The City of Eugene’s parking staff is going to camp this year! In partnership with the city’s Recreation Division, each parking staff member will pick a camp for one week over the summer months, and attend it as a counselor. They will attend the necessary camp counselor training prior to their week away, and everyone will return with stories to share of what they learned through the experience.

Besides a great week at camp, what do we get out of this? Many of us will stretch our comfort zones by working with kids and in a different environment. We get to immerse ourselves in a creative space to help others learn and foster their learning experiences. And we get to laugh and smile.

What’s in it for the Recreation Division? They get employees who have completed all city-required trainings and understand our organization’s cultures and values. They know how to handle potential conflicts and what it is like work with the public. Recreation staff will get to work with our employees, who will bring their own values, influences, humor, and camp energy to create a unique camp experience for every child (Can you imagine a child receiving a ticket for parking at the bottom of the slide?). Plus, recreation staff are excellent at seeing the positive in all things, even parking officers at summer camp!

What both programs get is a unique opportunity to cross over the organizational chart and intersperse two unlikely work groups in a new way that builds networks and refreshes the work spirit.

I am thinking about choosing Magicians of Everyday Magic for my camp. What would you choose?


Downton Abbey, Downtown Parking

Jeff Petry

Downton Abbey is the blockbuster PBS television series set 100 years ago in Great Britain that explores the effects of societal, economic, and technological change on the British society through the eyes of the aristocratic Crawley family. The show is rooted in England’s great recession and follows the family drama through the sinking of the Titanic, flu pandemic, World War I, women’s suffrage, and the creation of the Irish free state.

Believe it or not, what fascinates me about Downton Abbey is what I have learned from it about parking:

  • Stewardship. Downton Abbey is a big estate with a lot of moving parts. The Earl wants to preserve the property for his family, employed staff, social hierarchy, and economic ties to the town of Grantham. We in parking are stewards of our public resources, including parking structures, surface lots, public streets, staff, and all the other moving parts. Our parking stewardship is also tied directly to the economics of our local community and our reputation.
  • Technology. In the first season of Downton Abbey, Violet, the Countess of Grantham, says, “First electricity, now telephones. Sometimes I feel as if I were living in an H.G. Wells novel.” We are all comfortable or uncomfortable with various pieces of technology. Technology continues to change our parking interactions, from communicating to processing information to conducting transactions. Customers can pay for an on-street parking space while sitting in a meeting. We can video chat with upset customers in the field. And, pretty soon, our customers will be able to use at home 3-D printers to print their parking tags, vouchers, or other credentials.
  • Diplomacy. The biggest takeaway from Downton Abbey is the diplomacy exercised during utmost turmoil in the characters’ personal lives, business transactions, or world events. This is something parking professionals can perfect. We are always under external stress from customers who are unhappy about tickets, having to pay for parking, or our facilities. We are constantly working to deliver a better parking product while meeting challenges within our organizations.

Downton Abbey is a drama about people moving forward through life. It encompasses the extended Crawley family (our communities) that has hired staff (parking people) to provide the stewardship of the family assets through changing times. To be successful in our jobs, we must continue to maintain utmost diplomacy and preserve our legacy.


You Have to Give to Receive (Positive Media Coverage)

Jeff Petry


Can you image a newscast beginning with, “Well, you don’t have to go to the library to pick up good fiction. Downtown Eugene now has a very unusual venue for stories–the steps of a [public] parking garage.”

Can you imagine a municipal parking program staging an event that is covered by every local media outlet and involves the mayor, award-winning local writers, and celebrity Slug Queens?

Can you imagine a municipal parking program where getting positive media coverage is considered the norm?

I can because it is happening right here in Eugene, Ore. The City of Eugene’s municipal parking program, Epark Eugene, has garnered many positive news stories and kudos from the community. These stories have focused on projects the parking program has sponsored with community groups throughout downtown.

The quote above was the lead in line for a local news segment on November 30, 2012 for our Step into Stories installation, which displayed original flash fiction pieces (stories of 200 words or less) from local authors on 48” square panels in an internal stairway of our oldest downtown parking garage. During the dedication event, each author read their panels in the stairway (11 total stories) with the media filming and recording the whole experience. It cost $1,400 and returned at least 3 times that amount in positive media broadcast.

You have to give good things to report to receive good media coverage. You can’t just say something; you have to do something. Making visible positive changeand inviting the community to be part of it gives the media something to show and talk about. It also helps to give them something they might not expect.

Good media coverage can change the community conversation about parking and open new possibilities. You start attracting people like a student who wants to display her fiber art project on top of your parking garage, which becomes part your downtown’s First Friday Art Walk. Or, you work with other artists and community members on other large events.

While this is the season of giving, parking professional must think about giving thoughtful gifts back to the community all the time.


PARK(ing) Day Completes our Streets

Jeff Petry

Today is PARK(ing) Day –an international day where our metered parking spaces turn into park spaces that promote creativity, civic engagement, critical thinking, unscripted social interactions, generosity and play.*

Why are we sometimes hesitant to embrace a concept such as PARK(ing) Day? Have a seat on my couch and let’s talk about our anxieties:

  • Safety: Having people, especially kids playing, in a parking space next to moving traffic is dangerous.
  • No turnover: The space is essentially reserved all day long and the abutting businesses lose convenience customers.
  • It challenges our thought: It can be difficult for us to think about an on-street parking space being used for something other than an automobile.

I understand these concerns, as they all went through my mind with my first experience of a PARK(ing) Day. The top two disappeared when I saw the safe layout of the transformed spaces and neighborliness of the PARK-ers with adjacent businesses (There is a free PARK(ing) Day manual that addresses these issues, too).

The last, I realized, was just a reaction to tackling something different from our day-to-day work, but the fresh perspective of PARK(ing) day provides a healthy challenge to our profession. We need to be pushed outside our comfort range to maintain a robust understanding of how our profession integrates into larger community concerns.

The mission behind PARK(ing) Day, however, is not that different from other familiar situations. Many municipal and campus parking lots are viewed as land bank sites for future development. How many of us have had a surface lot converted to something else–likely a building or parking structure? How many of us carry this normal development scenario over to the on-street parking system? Is it really that big of a leap of parking faith to think about converting an on-street parking space to a different use, at least for a day?

We must recognize that our streets are public spaces that serve more than just a transportation function. Our public spaces provide the opportunity for social interactions, public gathering spaces, vending, events, and even sometimes temporary conversion to a park for a day. PARK(ing) Day feeds into the concept of a Complete Street that aims to allow socioeconomic uses for our streets to coexist happily with our transportation needs year ‘round. PARK(ing) Day provides a short-term experiment to help us and as our enlightened community members and decision makers visualize a different use of a metered, on-street parking space. It can also help us parking folks expand our professional roles and re-think the services our management can provide.


*Original PARK(ing) Day concept by Rebar.,

The Art of Parking

Jeff Petry

Having the “Sunbathing Lady of the Lot” suddenly appear in our parking lot opened my mind to parking art. It also led me down a path of path of parking art that has included Knotty Knitters crafting cozies for meter poles and bike racks, a yearlong partnership with students at nearby Lane Community College to design and fabricate custom bike racks, a North American art competition on the wall of a parking garage that’s run for three years now, poetry installed in the stairway of a parking garage, a poem on the epark Eugene iPhone app, digital art on top of parking garages, and a street artist competition on concrete parking bollards.

We in Eugene have enjoyed a breadcrumb approach to incorporating art into our parking program. It started with the city’s Public Art Plan goal to “incorporate art into everyday objects.” It continued by inserting the word “parking” into this goal and working to “incorporate art into everyday parking objects.”

My first exposure to parking art was an overnight installation by the 12th Avenue Collaborative group that placed a parking space-sized, bikini-clad lady in our lot. I had a choice: trash it or let it stay. The artists made the decision easy by paying for all the parking spaces they used, and the lady attracted a lot of downtown visitors and positive attention, which is great news for any parking program.

Recently, at the Pacific Intermountain Parking & Transportation Association (PITPA) Conference and Tradeshow, keynote speaker Darin Watkins, of Washington State University, asked the audience, “How many of you can say you had three positive media stories  about your program in the last year?” I was able to raise my hand because we have invested in local partnerships that bring creativity to our parking system. This idea, however, is not unique. It could be implemented anywhere. All it takes is a parking professional willing to ask the question. Are you that person?

Step Into [Parking] Poetry

Jeff Petry

In an earlier blog post I talked about our bread crumb approach to partnering with creative people and organizations in our community. Our downtown parking garage display, Step into Poetry, provides a specific example of how simple the process can be for parking professionals.

This project was the result of a passing hallway conversation with an employee who is also a poet. I asked her if she knew any poets that would be interested in having their work displayed in a parking garage. The response was amazing. Within days, I received an email from the local chapter of the Oregon Poetry Association and scheduled a walk through a garage. I expected two or three people to attend, but was surprised by about 12 local writers! We toured the garage, coffee in hand. The poets formed three committees and presented me with three options to add poetry to the garage.

We picked an easy project to complete: panels in the stairs. From there, we moved to the design and poetry submission phases. I asked for help from another department’s graphic artist for the design layout, which incorporated what we learned from Todd Pierce’s “What’s Your Brand?” IPI webinar. The poets asked for submissions and permissions from their membership, and we worked together to select seven poems and a featured poem by Oregon’s Poet Laureate.

The Step into Poetry project is a success. It incorporates art into parking, reinvests parking funds where they are collected, supports local arts and the development of artists in our community, and reinforces the creative, distinctive culture of downtown. We have visitors who park in the garage just to take the stairs! Graffiti and vandalism have dropped to zero in this staircase since installation, and we enjoy many kudos from the community.

How do we build upon this success? We keep writing of course! In September, we will install “Step into Prose” panels that display flash fiction from local writers. We are tying the flash fiction to the city’s 150th birthday party by gathering submissions that look back over our past 150 years as well as looking forward 150 years.

All this took was asking a simple question.

Do you think this program might work in your community? Why or why not? Comment below.

Envisioning the Future: Parking’s Role

Jeff Petry

Parking Enforcement Officer: Duties Performed

  • Enhances neighborhood livability and encourages economic activity.
  • Provides assistance and general information to a diverse population.
  • Works independently and exercises flexibility, dependability, good judgment, and a positive attitude.

These are the first three duties of a parking enforcement officer with the City of Eugene, Ore. They are also the priorities we want our officers to focus on. Parking enforcement is about people, not license plates. By focusing on customers, we change the perception of enforcement officers from ticket-writing vultures to city ambassadors.

This year’s IPI Conference & Expo featured a continual thread of sessions that aligned with one of our key priorities: enhance neighborhood livability and encourage economic activity. I learned about Calgary’s willingness to allow taxis in their fire hydrant zones (read more about this in the upcoming September issue of The Parking Professional), UNC Greensboro’s 12-step intervention for parkaholics, and adapting the service industry’s blueprinting tool at Arizona State University and the University of Chicago. I could name more, but there is not enough room here!

Eugene’s focus on enhancing neighborhood livability and encouraging economic activity dovetails with our larger community planning goals. Every community in Oregon has an urban growth boundary (UGB), which is a limit to how far it can physically grow out. This protects our farms and forests from unplanned development. The UGB must contain enough land for projected needs over the next 20 years. Envision Eugene is our community’s process for determining the best way to accommodate more people by 2032. Two vital goals identified by community members through Envision Eugene are to provide economic opportunities and neighborhood livability. Parking services has an important role to play in both of these goals.

Envision EugeneEnvision Eugene held a kid’s art contest to depict their vision of Eugene in 20 years. If these images are what our kids visualize for our future, how does parking contribute to their vision? Parking professionals can shape our community for good because Parking Matters®!