every street corner surrounding your garage, youmay have a problem. Marketing is a business. Perhaps if you


have a lot of empty space, hiring a firm to “brand” your garage and then think “outside” the parking box is a good approach. There is a company that runs off-airport


parking locations in a number of cities across the country. If you fly out of those cities and park, you know their brand. Their buses are garish and the name catchy: “The Parking Spot.” Good marketing. When you sell a commodity, you need to stand out. My first step would be to determine


what space you have available and then what markets it would serve. No need to sell more monthly 24/7 parking if you are full every day. However, if you are empty every night, perhaps it’s time to look at peoplewho live in the area and work elsewhere. Selling reduced-rate night and weekend parking or restaurant, theater and valet parking could be the solution. Be creative – it may mean you have to


go down to your garage at all hours and see what’s happening there. But then that’s not a bad idea either.


Woof! Garagemanagement decided the best way to survive in the current economy was to diversify. PT


MARCH 2010 • PARKING TODAY • www.parkingtoday.com 37


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