TO BOOK YOUR PLACE Strategic pricing review
• Consultation with businesses • Heading off the interferers • Not discouraging ‘short stay drop-ins’ • Encouraging longer stays • New, simple and clear pricing • Investment in car parks
13:30 Lunch and an opportunity to visit the exhibition and network
14:45 Plenary Session – A New Parking Paradigm: Rethinking the Parking Experience? - David Feehan, President, Civitas Consultants LLC
For most people coming to a town centre by auto, parking is a frustrating and confusing experience. Shopping malls offer free parking, so how can high streets and town centres compete effectively? David Feehan pioneered a new parking paradigm when he managed both the town centre management association and the municipal parking system in Kalamazoo Michigan; and the principles and methods he developed have changed the way parking managers think about the service they provide. If town centres cannot compete on price, can they compete effectively by creating a positive parking experience?”
15:15 Master Classes Session 3
Class 3a - Understanding Parking Behaviour What makes people park in the way that they do? How can we learn from this to
influence behavioural change and tailor services Aberystwyth Case Study - Katy Spain, Ceredigion County Borough Council Parkology - Norman Olaniran, Park-Up
The aim of this presentation is to highlight why understanding parking behaviour should be important in the development of future profitably in parking products and services. The chief parking problem facing many urban centres is fear, fear of;
1. Finding a parking space 2. Expensive parking 3. Unclear parking regulations 4. Enforcement
If these problems are not addressed then urban centres will continue to decline because like it or not the economic wellbeing of many centres is car dependent.
Therefore the challenge is to provide motorists with timely accurate information whilst not increasing congestion and pollution. Parking professionals need to embrace technology to help change motorists behaviour. Why does it matter? Consumer demands are constantly changing technologically and commercially. Urban centres face competition from the recession, Out-of-Town centres and on-line shopping.
Today many successful companies use vast databases of behavioural information as a matter of course to upsell and cross-sell us products. e.g. Sainsburys, iTunes, The AA uses Nectar card transactional data based on RFM (recency, frequency, value). Can this model apply to parking? Maybe not totally but lessons a can be learned.
In 2009 we were interested in “How people behave when trying to find a car park space”. So we commissioned a short on-line survey and found the results very interesting.
We discovered that consumers displayed a variety of very different strategies in the process of finding a space. Using multi-variant analysis we identified five behavioural groups that approximated to stereotypical animal behaviour that we classified as Chimpanzee’s, Mice, Panthers, Scorpions and Sharks. Taking this idea further how could parking providers acknowledge the different needs and requirements of different behavioural groups?
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