On March 25, 2026, IPMI Hosted a Learning Lab session titled Why People Park the Way They Do and How to Influence Them with Technology presented by eleven-x.

 

Presenters:

Dan Mathers, President & CEO, eleven-x

Melissa McMahon, Parking and Curbspace Manager, Arlington County, VA

Prasanna Nanda, Director of Transportation Services, University of Wisconsin-Milwaukee

Mark Pratt, President & Chief Operating Officer, One Parking

Summary:
This session highlighted the psychology of parking and technology’s role in influencing driver behavior. Key topics included habit formation in parking patterns, the impact of pricing on demand, payment compliance rates, and the effectiveness of enforcement. The panelists shared experiences from their respective municipalities and universities, highlighting challenges and successes with technology implementation, such as sensor data, mobile payments, and digital signage. They also explored future trends in digital curb management and the potential for technology to improve convenience and compliance while addressing concerns about pricing and accessibility.

Key Takeaways from the Learning Lab Session:

Parking Habit Change Strategies
Prasanna discussed the challenges of changing parking habits, explaining that people tend to follow familiar routes due to factors like convenience, safety, and pricing. He outlined various strategies to encourage people to use different parking facilities, including technology, improvements to facilities, restrictions, and marketing. Melissa shared insights from a pilot project, noting that while people have adapted to using technology for other aspects of navigation, they haven’t fully embraced technology for finding parking. She emphasized the potential for habit formation through repeated exposure to new tools and highlighted the role of life changes as opportunities for developing new parking habits.

Arlington Parking Performance Pilot Results
Melissa discussed a parking performance pilot in Arlington that tested price changes over a year and a half across six different locations. The pilot revealed that while price is a factor in parking behavior, demand remained relatively inelastic despite price changes. The project highlighted the need to consider multiple factors beyond price when influencing parking behavior, as people prioritize affordability, ease, and proximity, though these goals are often competing.

Parking Economics and Enforcement Strategies
Mark Pratt discussed the economics of parking, explaining how pricing drives demand and behavior, with examples from his experience managing parking operations. He noted that while municipalities often prioritize citizen convenience over revenue generation, the actual cost to build and operate garages significantly exceeds current pricing levels. Mark also addressed enforcement challenges, highlighting the political resistance and drama that can accompany implementing pay parking, and explained various enforcement strategies including directed enforcement approaches.

Parking Enforcement and Technology Solutions
The meeting focused on parking enforcement and technology solutions. Prasanna explained the 20-60-20 rule for parking compliance, emphasizing that consistent enforcement is crucial for managing parking spaces effectively. Melissa discussed Arlington’s pilot project, which revealed that while affordability and convenience are equally important to parkers, technology solutions like mobile apps and digital signs can help guide drivers to available spaces. Mark Pratt highlighted how COVID-19 changed parking patterns, with increased remote work and diversion rates, while emphasizing the importance of enforcement in achieving higher compliance rates, particularly in gated facilities where rates can reach 90-95%. The panelists also discussed future technology trends, including digital curbs, mobile payments, and the need for investment in parking technology to meet evolving demands.

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