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The Strategy Gap in Modern Marketing

“Random acts of marketing" rarely make your business more profitable. To stop spinning your wheels, you need to shift to a more strategic mindset. But here is the hard truth: A marketing strategy is only as good as the corporate strategy it supports.

Beyond the Rearview Mirror: Leveraging Milestones for the Road Ahead

As we celebrate this magazine’s 30th year, we face a choice: Do we treat a milestone as a museum of past achievements, or as a launchpad for the next era?

Innovation Requires Three Distinct Mindsets, Part 2

If Explorers spark innovation and Town Builders give it structure, City Enablers keep the engines running, ensuring that progress doesn’t just happen once but continues sustainably over time. They are the professionals who fine-tune systems, manage complexity, and preserve balance between ambition and practicality. Much like life in general, progress in the parking industry requires a balance of efforts by Explorers, Town Builders, and City Enablers.

30 Years of Parking Today: Moments That Mattered

Thirty years of Parking Today means 30 years of headlines that captured an industry in motion: deals that reshaped the competitive landscape, ideas that challenged conventional wisdom, and technologies that changed how parking works. The headlines on these pages are snapshots of those moments. 

30th Anniversary of Parking Today: Looking Back with John Van Horn

For our 30th anniversary issue, Parking Today turned to John Van Horn, the magazine’s founder and long-time editor, for insights on how the publication got its start, his goals in publishing the magazine, and the main ways in which the parking industry has changed since 1996.

30th Anniversary of Parking Today: 30 Years of Change

During the past 30 years, what was once viewed simply as the business of storing vehicles has evolved into a sophisticated industry integrating finance, software, infrastructure, and urban planning.

The Dietary Guidelines Finally Caught Up: Now the Real Work Begins

Released in January, the 2025–2030 U.S. Dietary Guidelines represent a rare moment of alignment between policy and physiology. After decades of advice that emphasized calorie counting and fat avoidance, the federal government is now acknowledging a more consequential truth — food quality matters.

Communication: A Two-Way Street in Human Interaction

When we approach our conversations with openness and collaboration, something powerful happens — communication starts to flow.

An Introvert’s Field Guide to Conference Success

For introverts attending conferences, the trick isn’t to pretend you’re an extrovert; it’s to work with your temperament, not against it. By treating your energy like a finite currency, you can spend it wisely and leave the event feeling inspired rather than depleted.

Expanding Hospital Parking Structures for Better Care

Driving your child to the hospital is already a harrowing experience. Finding parking once you arrive should not be your biggest concern. When parking structures prioritize flexibility, enhance connectivity, and respond to evolving patient and staff needs, they make hospital visits a little less daunting. 
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