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LOCAL AUTHORITY FOCUS HOLIDAY DESTINATIONS
reference point to help explain to customers, delivery partners and the media what service parking provides, the reasons why it is important and how it fits into the bigger picture. Survey feedback has proved invaluable. It will be
useful to work more closely with partners to make sure that parking-related questions are included in visitor surveys and other market research carried out by destinations and venues, to reinforce the link with associated services and share the costs. Switching services online to make parking
easier to access is a big theme. Fully embracing interactive online media could also play a big part in developing understanding and integration between partners and customers to drive collaboration and innovation. Brighton and Hove has seen tangible results from its Facebook pages and Twitter feeds and, this year, transport operations will join those external networks to listen to customers, provide information and respond to individuals directly.
New ways of working Partnership working generally, and the changes in communications technology, are already beginning to blur some of the traditional divisions between clients and contractors, internal departments,
BEFORE
AFTER
neighbour organisations, service providers and customers, and even industries. In the past year, Brighton and Hove transport has developed an active online collaboration network for its key delivery partners. Tis helps to bring together all parts of the council (including the tourism office) with the local bus company, rail operator, taxi firms, the national coaching executive, on-street parking enforcement partner, private car park operators and key consultants.
Life in The Lanes… the improved parking facilities in the heart of Brighton’s cultural and shopping centre
Painting a positive picture Making pricing more consistent, linked to value and traffic management objectives will make it easier for customers to understand parking options and make informed choices, reduce parking time and improve the overall visitor experience. To begin with, the challenge may be letting go of
ABOUT THE AUTHOR: Austen Hunter is head of transport operations for Brighton and Hove City Council.
the idea that we work in discrete areas and move towards a position where, as standard, we jointly look after the overall experience to build footfall and look after individual interests. By refocusing parking within the context of the
end-to-end travel and destination experience, it may be possible to improve not only practical integration but also general perceptions of what we do.
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