By Sean Glavin and Morgan Hurley
Ask most parking operators if they run dynamic pricing and they will say yes without hesitation. Their platform showed them a dashboard, they set higher rates for weekends and holidays, and somewhere in the sales pitch the words “dynamic pricing” appeared in bold. As far as they know, the box is checked and the job is done.
Usually, it isn’t.
What gets sold across this industry as “dynamic pricing” is rarely dynamic at all, and the gap between what operators think they bought and what they actually have is wider than almost anyone realizes. That gap has a cost, and it shows up even in lots that look perfectly healthy on paper.
Here’s the uncomfortable part: a busy lot, a full lot, or even a lot setting record transaction counts can be quietly leaving real money behind every single day. The usual signals of a strong operation can be misleading, and the fear of raising rates often costs operators more than raising them ever would.
In the full article, we break down what real dynamic pricing actually is, why parking keeps getting it wrong, and how to build a disciplined approach that responds to demand instead of simply following a calendar. Then we show you the numbers from real locations. Because once you see what’s being left on the table, the case for doing pricing differently becomes difficult to ignore.
Read on to find out where your lot really stands.
Sean Glavin is the Chief Technology Officer at HAH Parking and can be reached at sean.glavin@hahparking.com. Morgan Hurley is the Chief Revenue Officer at HAH Parking and can be reached at morgan.hurley@hahparking.com.