George Bernard Shaw said, “Progress is impossible without change.” With the goal of improving parking on college campuses, this blog series concentrates on old parking policies and practices universities should re-think. I wrote last about the hunting license approach to parking permit allocation and demand-based pricing. Using price to differentiate parking products based on demand gives consumers a critical tool to determine if the convenience one parking space offers over another is worth the difference in price. What’s more, tiered parking systems enhance customer satisfaction by improving the likelihood that a patron will find a space in his or her assigned lot. Universities should also be thoughtful about how parking programs and services are delivered, so this post is on organizational structure and service delivery.
I visited a campus recently and learned that the parking programs and services there are spread across several different departments. Police write parking citations, permits are sold from the business office, the planning department plans for future parking facilities, and athletics handles parking for athletic events. It’s good to invite multiple perspectives on how parking should be run, but a decentralized, fragmented system promotes inefficiency, poor customer service, and tactical (rather than strategic) thinking.
The alternative to a fragmented system is a centralized one in which the parking and transportation department is the principle unit responsible for campus access programs and services. Ideally, this includes fleet services, alternative transportation, special event parking, and transit and shuttle services in addition to parking operations and planning. I do not suggest that parking departments work in a silo. Instead, parking staff work with their counterparts in other departments who serve as subject matter experts (e.g. the public safety department and emergency management) or as a client (e.g. the athletics department for on-campus athletic events). Centralized parking management provides the best opportunity to keep the big picture in focus by facilitating the coordination and delivery of related programs and services. It also ensures that each opportunity for a customer interaction is managed with the same overarching goals and objectives and that quality customer service follows from start to finish.
If colleges and universities wish to deliver the best, most efficient parking and transportation service, they must be willing to structure their delivery mechanisms for success. Consolidating all facets of access management offers the optimal solution.