By turning shared values and experiences into something tangible, the best merchandise makes us feel like we truly belong.
By Rachel Lemkow
Let’s be honest: Nobody needs another branded stress ball. What the world does need more of is connection and community. And one powerful way to celebrate and tap into that? Merch. I’m not talking about the usual throwaway swag, though. I’m talking about thoughtful, curated pieces that reflect the human side of what we do, and the brand behind it.
In a world where launching a website now takes minutes, writing a marketing brief takes seconds — thanks, ChatGPT — and where a nonstop overflow of noise, choice, and stuff can overwhelm, what truly stands out are the people and relationships that fuel community.
For me, that’s the beautiful parking community.
Creating community, belonging, and connection
Anyone reading Parking Today knows the unique bond within this industry. We are people from all walks of life who share one thing in common: a genuine love of parking — yes, we truly are #parkingnerds.
That’s what inspired me to launch The Parking Store, an online shop stocked with merch for the unsung curb hero, a.k.a. “Parking Nerd,” “Parking King,” and “Parking Queen.” (More collections to come!)
The Parking Store is about letting our community rep their pride and see themselves reflected in the industry they have helped build and shape on a daily basis. That Parking Nerd sticker on a laptop isn’t just merch — it’s a visible sign of community.
Just as clothing and fashion let people express their individuality, merch gives them a way to express belonging — to showcase the values and brands they identify with. It turns an emotional connection into something you can see, touch, and wear.
Tapping into the Power of Moments
In their book “The Power of Moments,” authors Chip and Dan Heath remind us that people don’t remember every detail of an experience. Rather, they remember the moments that made them feel something. And that’s what creates a memorable, trustworthy brand.
Conferences do this wonderfully in our industry — the conversations, the “aha” moment, the shared camaraderie. And merch, if done right, can too. A Parking Nerd crewneck can bring back fond memories from a conference or be gifted to a colleague to celebrate a milestone.
Bringing digital brands into the real world
While merch builds community, it’s also a way for a company that provides digital parking payments infrastructure — ahem, rhymes with tonk — to extend its brand into the physical world. In a time when so much is online, merch brings the brand’s personality off the screen and into people’s hands.
According to Retail Insider, 44% of shoppers prefer in-store shopping rather than online. As retail is seeing a resurgence in brick-and-mortar shopping, I truly believe there’s a similar opportunity for digital parking brands to create something tangible — a physical expression of a shared digital identity – via merch.
Give them something to talk about
People trust people, especially those walking in the same shoes. Community-driven marketing helps turn customers into advocates who amplify your story in a more authentic way than any sales call ever could. This approach can lead to less churn, more referrals, and a steady pipeline.
Merch plays a part in that too. It signals shared values, sparks conversation, and strengthens belonging, the foundation of true advocacy. Seeing your customer proudly sporting a Parking Queen crewneck at an industry function among their peers? Priceless!
Merch with a purpose
If there’s one thing I know about parking people, it’s that we have big hearts. Giving back is important, which is why The Parking Store is donating all proceeds to two charities in 2026: St. Jude Children’s Research Hospital and the SickKids Foundation.
It all goes back to the community and what we stand for — and merch that makes a difference.
It’s more than just merch
The best marketing doesn’t just build awareness. It captures moments and experiences that make you feel something more.
The Parking Store is my way of turning a shared love of parking into something tangible. Because in the end, it’s about the moment the merch represents — and the beautiful community behind it. Not trinkets or swag for swag’s sake, but quality pieces people actually want to wear and stand behind with pride.
I’m excited to keep growing The Parking Store and getting inspired by this community on what collections to create next. I’m always open to suggestions.
Gear up, parking nerds. The best is yet to come.
Rachel Lemkow is the marketing director at HONK. She can be reached at [email protected].
