We talk a lot about data in the parking industry. Technology providers are fond of boasting about all the different types of data their equipment provides. Parking organizations like to use data to demonstrate to customers, financial backers, and other key constituencies how wonderful their systems are. And of course, industry leaders use data to show the importance of our industry.
You’ve probably heard the word data so often that it may not catch your attention like it once did. But it should. The idea that we can use data to improve the parking experience and make parking operations more efficient and manageable is still relevant. In fact, it’s probably more relevant than ever.
Data is the story of parking. Often, it can provide a glimpse of the future. It tells us how people use parking assets, which parking assets are most desirable to drivers, and in many cases, it can help us understand how parking will be used — and should be managed — in the future. What could be more important than that to parking owners and operators?
Parking guidance technology and data
In today’s increasingly connected urban environments, parking guidance technology is transforming how we manage and experience parking. These systems are more than just tools to find an empty space: They are powerful data generators that offer insights capable of improving parking operations, increasing efficiency, and elevating the user experience.
At the heart of any parking guidance system is occupancy data. This data provides real-time information on whether a specific parking space is occupied or available. It is typically gathered through sensors installed in each parking bay or cameras that monitor multiple spaces simultaneously. By constantly monitoring occupancy, these systems help direct drivers to available spots faster, reducing search time, vehicle idling, and unnecessary emissions.
So, at its core, parking guidance technology is built on wayfinding data, which is essential for ensuring drivers can find available parking with ease. This includes real-time availability displays on digital signage, location data of open spaces, and navigation information for mobile apps. With this data, drivers can be guided efficiently to the nearest open spot, often before even entering the facility. This reduces congestion within the lot or garage and enhances overall traffic flow in surrounding areas.
As important as wayfinding data is, utilization data measuring how many spaces are occupied is just as important. This information is key for parking owners and operators looking to understand usage trends across different times of day, days of the week, or even different times of year. By analyzing utilization data, facilities can adjust staffing levels, pricing strategies, or even determine whether additional capacity is needed.
Another valuable insight is duration data, which tracks how long each vehicle remains parked. This data enables facility managers to identify average stay durations and spot long-term parkers who may be occupying high-demand areas. In settings like retail or medical campuses, this data can inform decisions about whether to implement time-limited zones or specialized pricing models.
Next comes turnover data, which tracks how many times a parking space is used within a defined time period. This metric helps determine how “active” or “productive” each space is. In high-demand areas, understanding turnover can guide decisions on optimal time limits, dynamic pricing, or space reallocation to better meet user needs.
Finally, when integrated with payment platforms, parking guidance systems can also generate valuable financial data. This includes transaction histories, revenue trends, and payment methods used. Such insights can help operators understand how pricing affects usage and assist in revenue forecasting and budget planning.
The bottom line: parking is a data-driven experience
Parking guidance technology is an essential tool for improving the parking experience. But just as important is its ability to capture a wide range of data that goes far beyond simple availability. From occupancy and duration to flow and finance, parking guidance data delivers a full picture of parking activity. By leveraging this information, parking operators can enhance operational efficiency, improve user satisfaction, and make informed decisions that ultimately lead to a smarter, more user-friendly parking experience.
Steve Gorski is vice president of Portier USA. He can be reached at steve.gorski@portierusa.com.
