ADVERTORIAL by Kyle Lugt
We’ve all been there. You’re invited to a campus event, a conference, or a doctor’s appointment, and just as you’re leaving the house, you realize: “Wait… where do I park?”
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In that moment, a guest’s experience pivots from excitement to anxiety. And the irony? Parking might only take up five minutes of their visit, but it can take up 100% of their brain space if it’s confusing, unclear, or downright frustrating. In fact, a survey revealed that 73.5% of drivers find parking stressful, with the leading cause being the challenge of finding a spot.
The silent deal-breaker: parking friction
Parking is rarely the headline act, but it’s always part of the show. And when it goes wrong? People remember. That misstep can overshadow a meticulously planned visit, whether it’s a campus tour, a VIP meeting, or a hospital check-in.
That’s why forward-thinking parking operators and campus managers are flipping the script. They’re not just filling spaces: They’re designing experiences. And that starts well before a vehicle even pulls into the lot.
Looking at the whole journey
It’s easy to assume the guest experience begins at the gate. However, it starts much earlier — with the first communication. Think about the journey:
• Invitation or booking — Was parking mentioned clearly?
• Confirmation email or SMS — Was the parking process explained?
• Day of arrival — Did they have what they needed to park stress-free?
• Post-visit — Did they leave feeling cared for or… ignored?
Testing, tweaking, and talking to your guests
Improving the guest experience doesn’t mean guessing what people want. It means testing, trying, and iterating.
Here are three simple strategies that can make a big impact:
1. A/B test your communications
Try two different formats for your guest parking confirmation messages — short and sweet vs. detailed with visuals. Track engagement or, better yet, ask for feedback.
2. Walk the journey yourself
Experience your own parking process as a guest. What’s confusing? What’s missing? Where do you get annoyed?
3. Loop in real feedback
Parking might not get formal reviews, but that doesn’t mean people aren’t talking. Ask your front-line staff what they hear. Keep an eye out on social media and online forums. The insights are there — you just have to listen.
Why it pays to prioritize guest experience
Investing in the guest experience isn’t just about being nice (though that helps). It delivers:
• Fewer calls to your office: If guests know what to do, they don’t need to call for help.
• More repeat visits: People remember when it’s easy. They really remember when it’s hard.
• Better brand perception: Whether you’re a university, medical campus, or private operator, your parking experience reflects your brand. Make it seamless, and it sends a message: “We thought about you.”
• Revenue generation: Studies have shown that companies prioritizing customer experience can see up to a 40% increase in revenue growth compared to those that don’t.
Final thought: treat guests like VIPs, because they are
Whether they’re coming to campus for a major event or just a quick meeting, your guests are getting an impression. Your parking process is part of that impression.
So why not make it a good one?
KYLE LUGT is marketing specialist at Offstreet. He can be reached at kyle.lugt@joinoffstreet.com.
