By Jade Neville
When I joined the parking industry in the U.K. in 2007, I had no idea it would shape my entire career. What I did know, even on day one, was that I was entering a world that was practical, people focused, and changing faster than it looked from the outside.
Looking back as Parking Today marks its 30th anniversary, it feels like the right moment to reflect on how far the industry has evolved and how much those early experiences influenced the way I communicate, lead, and think about the role parking plays in our communities.
My path into marketing was anything but direct, and I have grown to appreciate that. I began on the ground as a civil enforcement officer and then moved through operations, management, user experience, and technology roles.
Each step taught me something new: how people move through space, how systems work or fail, how policy feels in everyday life, and how important clear, human centered communication really is.
Long before I had the word marketing in a job title, I found myself listening, translating, and building relationships. Nothing about the journey was straightforward. It was a series of moments where I followed curiosity, stepped into opportunities, and learned how to guide people with a story that made sense to them.
It all started with a very heavy handheld.
The brick that started it all
I will never forget the first device I carried. It was solid metal, genuinely heavy enough to bruise my leg by the end of the day. It hung from a belt like a brick, swinging into me with every stride. And of course, it did not work on its own. It connected to a big gray printer through a curly cable that wrapped around my body in whatever way caused the least inconvenience.
We wore everything on what we called a “webbing belt,” a rig filled with parking citation envelopes, bags, notes, and anything else needed for a shift. Issuing a citation meant positioning the printer, hoping the paper did not snag, and waiting while the machine slowly printed the citation, ready for me to place it in its yellow packet.
It was the start of everything that followed.
The equipment tells a bigger story
When people ask how the industry has changed, part of me wishes I could hand them that original handheld. It would be the quickest explanation of how far we have come.
Today, officers work with a phone, a small Bluetooth printer, and a lightweight belt pouch. No cables. No metal blocks.
This evolution reflects something deeper. It shows that officers deserve systems that support them. The job becomes safer, faster, and more empowering, and the public benefits because of it.
Officers can capture evidence instantly, validate digital permits in seconds, receive real-time updates, use data to focus where it matters, and print notices from devices that weigh less than a cup of coffee.
Technology did not replace people. It strengthened the work they do. It gave officers time back, reduced physical strain, improved accuracy, and supported more consistent and fair decisions. Most importantly, it enabled teams to focus on the parts of the job that genuinely improve outcomes for the public.
From enforcement to engagement
Another important shift I’ve observed in my career has been cultural. When I started, officers were seen through a narrow lens. Today, their work is understood as part of a broader system of safety, accessibility, fairness, and mobility.
Modern officers support safe environments for pedestrians, cyclists, and vulnerable users. They help keep bus services reliable, protect accessible curb space, ensure that limited parking is shared fairly, and play an important role in reducing congestion across busy areas of the city. Their work is about keeping the city moving, not simply issuing tickets.
In 2017, the organization known as the Safer Sounds Partnership, which promotes safety within the U.K. events and music industry, introduced its Welfare and Vulnerability Engagement (WAVE) training. The WAVE training aims to raise awareness of vulnerable populations and teach members of the industry how and when to intervene to offer protection.
Through initiatives like WAVE training and my involvement with Women in Transport, the U.K. nonprofit organization that empowers women in the transportation sector, I have seen how empowering teams, especially women, leads to more confident officers, better public interactions, and safer streets. The shift from an enforcement mindset to a service mindset has been one of the most meaningful developments in the last 20 years.
Looking back to move forward
As Parking Today celebrates its anniversary, I’m reminded not just of how much the industry has changed, but how much possibility still lies ahead. The tools will continue to evolve, expectations will keep rising, and the connection between mobility, technology, and community will only grow stronger.
From those early metal handhelds to today’s mobile workflows, the transformation has been remarkable, but it is not the end of the story. We are entering a period where service, accessibility, and user experience will matter just as much as enforcement ever did. And I’m proud to help shape that direction.
Here’s to the next chapter and the opportunities to support our communities in new ways.
JADE NEVILLE is a director for the Alliance for Parking Data Standards (APDS), technology representative on the Council of Representatives at the British Parking Association, and the sales operations and marketing manager for Trellint. She can be reached at [email protected].
