The True Cost of a Bad Parking Experience: What Operators Are (and Aren't) Tracking

A Parking Today Media Survey · In Partnership with Parker Technology

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Why This Research Matters

Parking operators are under pressure to do more with less, managing gates, intercoms, and motorist calls across multiple locations while staffing gaps, equipment failures, and automation decisions grow more complex by the day.

But here's the question few have answered: when something goes wrong at the gate, do you really know what it costs?

This survey explores the gap between what operators experience and what they actually track, from unanswered help requests and unresolved payment failures to the downstream effects on revenue, reputation, and customer retention.

It also examines how organizations are approaching AI and automation, and whether today's solutions will hold up as expectations continue to rise. Your responses will shape a first-of-its-kind industry benchmark that gives parking professionals real data to compare, justify investment, and improve operations.

Participate & Receive

Take the Survey — Earn Rewards & Exclusive Access

~8 minutes to complete Quick, focused questions designed for parking professionals

$25 gift card As a thank-you for your time and participation

Exclusive report access Available only to those who participate, before public release

100% confidential All responses are reported in aggregate only, never individually

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