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Optimize Your Parking Assets to Boost Revenue


Learn how to run an effective parking system in your community that considers revenue and customer service tradeoffs.

An improperly run parking system, perhaps more than any other public asset, has a very real impact on the life of citizens and the success (or not) of a business district. Many public officials do not completely understand the cost of parking and thus the revenues needed to maintain a healthy, vibrant, and revenue positive program. Parking (when properly operated and executed) can often be self-funded and even contribute monies to the general fund, rather than being a funding drain. This course helps those responsible for parking decisions understand the cost of parking and how to optimize parking revenues to cover debt service, repairs and maintenance, and operating costs. Learn the optimal parking methods, provider procurement and elements of contract negotiation which may not be inherently clear in public parking operations. Even self-operated parking programs face line-item expense issues, which, when minimized, deliver the same result as revenue gains. Whether your agency has structured parking at the beginning or end of a life cycle, street parking, or any type of parking asset, this information is critical in optimizing parking revenues for the benefit of your community.



Jonathan Wicks

Jonathan Wicks

Walker Consultants

  • Project Manager at Walker Consultants
  • Joined Walker’s Parking Operations Consulting Group after ten years of leadership positions with commercial parking operators
  • Based out of the Los Angeles office, he covers the West Coast and has expertise in all manners of parking, including Class A commercial garages, hotel, event and stadium parking, on-street valet, mixed-use, municipalities, off-airport, and flat lots
  • Can be contacted at [email protected] or on Twitter® @parkingmaster
Will Rhodin

Will Rhodin

Walker Consultants

  • Helps clients grow revenue and net operating income through cutting-edge operations, marketing, branding, pricing, and revenue control
  • Responsibilities include researching, analyzing, and recommending solutions to parking problems through the performance of studies involving parking supply/demand, alternatives and site analysis, market, operations review, audits and financial feasibility, and Parking and Access Control Systems (PARCS)
  • Can be contacted at [email protected]

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