Beyond Towing: A Nonprofit's Solution to Community-Focused Parking Enforcement

A case study that looks at how the Gulf of Maine Research Institute solved their parking control issues using Park Thrive software.

Parking. It’s a problem that frustrates customers, strains business operations, and impacts community relationships. For many businesses, the headache isn’t necessarily a lack of parking spaces, but the difficulty in controlling how those spaces are used.

The Gulf of Maine Research Institute, one of Park Thrive’s clients, is a prime example of this frustration. As a nonprofit organization, the institute’s primary concern wasn’t maximizing revenue from its parking lot. Instead, they needed to enforce parking regulations to ensure that their limited spaces were available for their staff and visitors, not those heading to the popular diner and nightlife spots nearby.

The Problem: When Free Parking Isn’t Really Free

Businesses often provide parking as a courtesy, but this can quickly backfire. When non-customers take advantage of this, several problems arise:

• Reduced Customer Access: Potential customers may be deterred if they can't find parking, leading to lost business. As the American Business Magazine, "Parking Flop," notes, limited parking can directly affect a business by discouraging customer flow.

• Increased Congestion: Lack of parking control can lead to chaotic situations, with drivers circling and waiting for spots, increasing congestion and frustration. 

• Negative Impact on Reputation: Frustrated customers may associate the parking problem with the business itself, harming its reputation. Superb Crew highlights that convenient parking options enhance customer satisfaction and loyalty, and the opposite is also true.

• Financial Losses: While not always direct, the inability to control parking can lead to lost revenue as customers go elsewhere.

  
  

The Urban Institute's report, "The Cost of Parking: A Preliminary Analysis of Parking Tickets Data in Austin, Minneapolis, and Portland," highlights the economic impact of parking, showing how cities grapple with enforcing parking regulations and the revenue implications of parking violations. This underscores that effective parking enforcement is not just a matter of convenience; it has indirect and direct financial consequences for both businesses and municipalities. 

For the Gulf of Maine Research Institute, the problem was particularly acute due to its location. As Alec, the facility specialist, explained, the nearby diner and nightlife venues lead to non-customers using their lot, creating a need for active parking control. Some may have seen this as an inconvenience, but with the use of Park Thrive software, the high demand for parking became a welcome way for Alec to increase profits and cover maintenance costs.

The Solution: Proactive Parking Enforcement

Park Thrive provided a solution that addressed Alec’s specific needs and prioritized community relations. The key was a system that allowed for easy and efficient parking enforcement without resorting to towing, which can damage a business's image.

Park Thrive offered several features:

• Effective Signage: The ability to create signage that works to maintain positive community relationships, a significant concern also addressed by Main Street America in their discussion of the "parking debate."

• Simplified Ticket Writing: The system allowed staff to quickly issue tickets using photos and license plate numbers, streamlining the parking enforcement process.

• Easy Ticket Editing: This feature allowed for flexibility and prevented unwarranted penalties, further contributing to positive community relations.

• Control Over Pricing: The institute maintained control over its parking fees, aligning them with their nonprofit goals.

  
  

The Results: A Win-Win Situation

By implementing Park Thrive’s proactive parking enforcement, the Gulf of Maine Research Institute has now achieved several positive outcomes:

• Improved Parking Availability: The system effectively deters non-customers, ensuring that parking is available for staff and visitors.

• Cost Recovery: Revenue from parking tickets continue to cover a significant portion of the institute's maintenance costs.

• Enhanced Community Relations: The institute avoids the use of towing, a practice that can damage community relationships.

• Efficient Management: The system is easy to use, saving staff time and resources.

  
  

The Big Picture: Effective Parking Control is Essential

The Gulf of Maine Research Institute's experience highlights a common challenge for businesses: how to balance the need for parking control with other priorities, such as customer service and community relations.

Park Thrive provides a personalized approach that focuses on the following key points:

• Clear Communication is Key: As was emphasized in the case of the Institute, clear and customized signage is essential.

• Technology is Your Friend: Efficient parking enforcement relies on Park Thrive’s technology that simplifies the process.

• Consider Your Context: The best approach to parking control will vary depending on the business, its location, and its customer base, all of which Park Thrive keeps in mind while coming up with a tailored solution.

• Balance Enforcement and Relationships: Aim for a system that deters violations while minimizing negative interactions in order to maintain a positive business reputation.

  
  

Municipalities also face these challenges, as detailed in resources like the Portland, Maine, and Westfield, Massachusetts websites, which outline local parking regulations and enforcement.

Conclusion:

Effective parking control is not just about preventing abuse; it's about creating a positive experience for customers, maintaining community relationships, and ensuring the smooth operation of your business. The case with Gulf of Maine Research Institute demonstrates that with Park Thrive’s approach, businesses can solve their parking problems and achieve broader benefits without compromising their community values.