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Technology is everywhere in parking. But with new platforms, tools and integrations emerging at a rapid pace, the big question for operators is, “How do you know what’s worth adopting and what’s just another shiny object?”
That was the focus of the FUSION25 session Don’t Get Left Behind: Using Technology to Enhance Your Operations, featuring Kent King (VP of Sales, Parker Technology), Ethan Glass (CEO & Co-Founder, Ocra) and JG Biebighauser (CRO, TEZ Technology).
The trio led a candid conversation on the why, what and how of tech adoption in parking.
Why Tech Adoption Matters
The speakers made one thing clear: technology isn’t just about looking innovative. It’s about making the customer experience smoother.
“The underlying purpose of any technology should be to enhance the customer experience. It’s not about just getting technology for technology’s sake,” JG said.
He shared an early story from his time in parking, turning down opportunities that didn’t align with his focus on customer value until the right technology came along. That, he said, made all the difference.
At its core, technology should improve customer flow, create transparency and elevate the overall experience.
Avoiding the “Shiny Object Syndrome”
Ethan Glass cautioned against adopting technology without a clear return on investment:
“The other lie is that technology is easier than it seems. Companies say ‘we’ll do that for you’ without vetting if it’s valuable. Suddenly, they’re stuck in the trenches trying to make it work.”
He pointed to Parker and Ocra’s collaboration as an example of smart alignment. Instead of building duplicative systems, they partnered to solve reservation-related call center challenges.
“Parker’s core competency is helping customers at the gates. Ours is integrations. By combining forces, we solved a big revenue leak for operators without wasting years or millions.”
The lesson? Tech must solve real problems, not just look cool.
Best Practices for Implementation
When it comes to rolling out new technology, buy-in at every level is critical. Ethan stressed that executives can’t just sign contracts and hope for the best. Frontline staff need to see its value, too.
“Parking operators have nine different priorities at one time. Adding more to their plate won’t help unless they know it makes their life easier,” Ethan said.
JG added that simplicity is key. “I love when our implementation team spends five minutes with a valet and then that valet turns around and teaches others. That’s what adoption should look like.”
Implementation succeeds when solutions are easy-to-use and fit the specific needs of each location.
Future-Proofing Your Tech Stack
The pace of change is rapid, and operators must choose partners that will evolve with them.
“Look for vendors who are truly investing in technology and listening to customer feedback. If they’re not evolving with the market, you’ll get left behind,” JG said.
In short, technology should adapt to customers, not the other way around.
Driving ROI
One of the strongest takeaways: technology must deliver measurable financial value.
JG pointed to industry research – “Customers are willing to pay, on average, 16% more for a better experience. In parking, that uplift can be 10–15%, simply by improving customer service.”
Ethan shared examples from Ocra clients who doubled or even tripled quarterly revenues through smarter revenue management. One airport asset went from $87,000 to $1.1 million over two years.
“We’ll actually turn down deals if we don’t see a high enough ROI potential. If we can’t generate revenue, the loss should be on us, not the operator,” Ethan said.
Customer experience directly drives willingness to pay and repeat business.
Making the Most of Your Investment
The session closed with advice for operators:
- Set success metrics upfront
- Ensure visibility across all levels of staff
- Consider managed services when internal bandwidth is limited
- Encourage feedback loops between site staff and vendors
As Kent summed up, success comes when tech partners set up strong communication across every level of the organization. “If the tech companies are setting things up right to get that communication through all the lines, you know you’re working with a good tech team.”
The speakers agreed that technology is an enabler, not a magic bullet. Operators must stay intentional, choose partners wisely and keep the customer experience at the center of every decision.
“Too often we enable technology around what’s best for the operator. Instead, look for solutions that are tailored to the way your customer wants to interact,” summed up JG.
Kent King
VP of Sales
Kent is the VP of Sales at Parker Technology, he’s been in the parking industry for eight years now with the last 2 years here at Parker. Kent has an extensive background in B2B sales, sales management and project development.
In these roles he became adept at solving customer problems and providing solutions for a variety of projects, from central business districts to large-scale projects in the airport, municipality, and healthcare verticals.