Rage, Ignorance, Excuses, and the Status Quo: Parking Needs a Reckoning

Why cities must stop circling the issue and start rethinking the role of parking in public life

By Nick Stanton

Let’s start with the obvious: most people hate parking in cities. They think there’s never enough of it, that it costs too much, and that it’s just another way for local government to squeeze more money out of them. There’s a loud, deeply held belief—shared by many residents, visitors, and even business owners—that parking should always be free, abundant, and directly in front of wherever they’re going. And if it’s not? Blame the city.

It's a default mindset: “Hey, I live here—shouldn’t parking be free... everywhere?” They pay taxes on their home, their income, their dog license—so naturally, parking feels like it should be part of the city welcome kit. Like, where’s my resident badge and unlimited curb access?

In an era ruled by TikTok, trending threads, and armchair experts, it’s easy to fall for the idea that parking is some kind of bottomless, taxpayer-funded amenity—like it magically appears next to your favorite brunch spot just because you have a zip code.

But here’s the truth: parking isn’t free. Not to build, not to maintain, not to enforce, and definitely not to modernize. If a city offers "free" parking, the cost doesn’t vanish—it just gets quietly absorbed elsewhere, often at the expense of public safety, clean streets, infrastructure upgrades, or small business support.

The Trap of Free Parking

In many cities, the idea of offering free parking seems like a no-brainer. Remove the apps and meters and the shoppers will come flooding back—right? But here’s what typically happens: employees from nearby businesses grab prime curbside spots early and stay there all day. Turnover drops. Customers can’t find parking near shops. Foot traffic declines. And since the city collects no parking revenue, there's no funding for the amenities that make downtown attractive: clean sidewalks, safety, lighting, beautification.

Eventually, the city is forced to reintroduce paid parking—not because they want to, but because "free" turned out to be anything but. The cost simply shifted—onto local businesses, the community, and the city's ability to reinvest in its own success.

Worse, the city now finds itself with an escalating parking mess—congested curbs, frustrated drivers, and zero coordination. And what do they do next? The worst thing imaginable: they double down on enforcement. Out come the citations, the tow trucks, the aggressive signage—all in an effort to "teach parkers a lesson." Suddenly, enforcement becomes the city’s de facto parking policy.

Of course, this backfires. The public gets angry, trust evaporates, and the city finds itself facing a PR nightmare—where parking enforcement is now viewed as a key revenue generator, not a service. Let’s be real: this might have flown in the 1990s, but it does not work anymore.

A Shoup-Backed Reality Check

The late, great Donald Shoup—author of The High Cost of Free Parking, has long argued that free parking is anything but free. Cities that underprice or give it away end up subsidizing car use, fueling congestion, and starving local investment.

Image Credit: UCLA - Luskin School of Public Affairs

Shoup introduced the concept of Parking Benefit Districts—areas where parking revenue is reinvested directly back into the neighborhood. It's a simple, powerful idea: turn parking frustration into visible improvements, and give people a clear return on what they pay at the meter.

Though Donald Shoup is no longer with us, his work continues to shape the way cities—and professionals in this field—understand parking. Now it's our turn to reshape how the public sees it. It’s time to connect the dots between policy, perception, and progress — in the most transparent and friendly way possible.

The Disconnect: It’s Every Department, Every City

Not long ago, I reached out to the economic development director of a midsize city to discuss how parking technology could support downtown businesses, drive reinvestment, and modernize visitor access.

The response?

"Economic development generally has nothing to do with parking."

That moment stuck with me. Not because it was shocking, but because it's so common.

This artificial divide between parking and economic development is a missed opportunity. If you care about business growth, public space, downtown vibrancy, and livability—you should absolutely care about parking.

When economic development and parking teams work together—on policy, pricing, and strategy—they reframe how cities manage access, mobility, and equity.

Most importantly, they create a sustainable system for supporting local growth. And growth, after all, is the whole point of economic development.

But let’s be clear: this isn’t just an economic development issue. Nearly every department in city government operates in a silo—protective of its turf, hesitant to collaborate, and often more concerned with preserving autonomy than pursuing aligned outcomes. From transportation to planning to enforcement to finance, the lack of cross-functional collaboration holds cities back from making progress on complex, intersectional problems like parking.

It’s time to stop letting internal politics and agency egos get in the way of progress. Parking affects communities in ways most cities ignore until it’s too late—and every department has a stake in getting it right.

City councils aren’t off the hook either. Too often, elected officials prioritize appeasing the loudest voices over understanding how their city actually works. Instead of grappling with financial realities or exploring how parking can support economic development and livability, they default to reactive decisions aimed at avoiding political fallout. It’s a dangerous cycle—one that keeps cities stuck and prevents meaningful planning, investment, and progress.

Let’s be honest—technology has come a long way. Letting the fear of change get in the way of progress, convenience, and public benefit isn’t just shortsighted—it’s holding your city back. When elected officials stall innovation just to appease a loud few, they’re not protecting the community—they’re blocking it from cleaner streets, better business, and smarter infrastructure.

But First: A Message To The Public

This is the conversation we should all be having—loudly. If you want real change, talk to your elected officials and city leaders. Share this article with your city, your friends, and neighbors. Ask harder questions. Demand policies that drive growth, generate revenue, and actually make your city work better for everyone.

Here’s the deal. Your local government isn’t out of reach—it’s rooted in your community. It’s a group project, and yep—you’re in it. The more you put in (think time, money, effort), the better your city turns out. Still want everything for free? Cool. Just don’t act surprised when the cracks show—on the curb, in local shops, in how safe and clean your community feels. Pitch in. Or grab some popcorn and watch your city slowly turn to dust. Your move.

**That said, let me be clear: Demand change from your city leaders, council members, and elected officials—not the city staff doing the day-to-day work. Many of these public service professionals show up every day under intense pressure from both the community and political leadership. They work long hours in often thankless roles, and the toll can lead to burnout. These individuals are not the problem—they’re often the ones holding it all together.

Back To Business: Better Tech, Better Governance, Happier People

When a city truly listens to its community—and embraces technology as a tool for progress—the results speak for themselves. Smart parking programs, when implemented with care and intention, can transform how cities move, grow, and serve their people:

• Improve Mobility and Reduce Congestion

• Deliver Actionable Data for Policy and Planning

• Increase Revenue While Reducing Costs

• Promote Equity and Accessibility

• Build Public Trust Through Transparency and Ease of Use

Today’s parking technology is more advanced—and more affordable—than ever. Cities can now collect data from a range of tools: smart meters, mobile apps, license plate readers, ground sensors, and AI-powered camera systems. These technologies deliver real-time analytics that inform policy, guide investment, and help cities and businesses make data-driven decisions on everything from traffic flow to enforcement needs.

At the same time, mobile payment platforms have reshaped the parking experience. They offer convenience for drivers and lower costs for cities—often with no upfront capital investment. For municipalities, this means faster deployment, fewer hardware headaches, and more equitable access to modern tools. Even more importantly, a good, easy-to-use, and widely recognized mobile app means a happier public—people actually use it, benefit from it, and enjoy the freedom it brings. And as mentioned earlier: everything a city does, it does for its public. Why not also make them happy?

The real breakthrough, though, comes when cities stop treating these tools as standalone solutions and start connecting them. By integrating specialized technologies into a unified platform, cities can ingest and aggregate data across parking, mapping, infrastructure, and other assets—all in one intuitive system. This eliminates the need to log into multiple platforms or manually patch together reports from siloed vendors. And let’s be honest—the idea of a “one-stop shop” is so outdated it might as well be on a walker. What cities actually need is a connected, intelligent ecosystem that evolves with them—not just a pretty dashboard that looks good in a demo. Instead of relying on outdated snapshots or guesswork, cities gain a real-time, 360-degree view of what’s happening on their streets—and the ability to act on it with clarity and confidence.

In my line of work, the best tech pays for itself—and then pays dividends back to the people. Instead of shelling out for yet another consultant study that gathers dust, cities that adopt modern systems gain real-time feedback loops, measurable impact, and agility. That’s not just innovation—it’s good governance. Yes, I’m a consultant—but I’ll be the first to say that one of the worst things a city can do is hire a parking consultant just to be told what they already know, or worse, to be told what to do. We can and should do better. As consultants, our role is to support, build, and guide—leveraging technology and local knowledge—not to dictate or control.

The Tools, Tactics, and Mindset Shift Cities Need Now

Whether you're in economic development, transportation, planning, IT, or any other department, the message is the same: parking isn’t just a curbside issue—it’s a citywide opportunity. Here’s your parking strategy starter pack for turning parking into visible, valuable progress:

Bring Parking Into the Strategy Room 

Treat it like a strategic asset—not an afterthought.

Break the Status Quo

Add modern technology and stop playing the same old game. If it ain’t broke… Let’s be honest—it probably actually is. Don’t wait for dysfunction to prove the point.

Tech Decisions Deserve More Than a Demo

Not just a new app or a shiny sensor—build a real system. One that plays well with your other tools, tells you what’s actually happening, and turns guesswork into insight. Keep your eyes open—specialized companies often outperform the big-name, “trusted” vendors. Just because a brand is familiar doesn’t mean it’s the best fit. Do your homework. Your community’s success depends on it.

Pilot, Pilot, Pilot

Once you’ve done the homework and a technology looks like a good fit—test it. Don’t be afraid to pilot it, poke at it, and make those vendors prove their value. The good ones won’t flinch. Pilots let you learn fast, adapt quickly, and show your community that you’re not stuck in neutral. Be bold. Show your constituents that you're not just keeping up—you’re thinking ahead.

Leverage Real-Time Data

Use insights from your technology—meters, sensors, cameras, and apps—to guide investments and inform policy. Yes, it really is possible. The data is already there. The tech is viable. You just have to use it.

Create a Smart Permitting Plan

Use smart permitting technology to simplify access for residents, support local businesses, and reduce administrative friction. A thoughtful, easy-to-use system can transform the way your community interacts with the city. Your residents and businesses will thank you.

Create Parking Benefit Districts

Keep revenue local and reinvest in the neighborhoods it came from. Thank you Donald Shoup!

Listen to Your Parking Director

If you have a parking director, supervisor, or team—for crying out loud, listen to them. They’re likely thinking about everything mentioned in this article already. Chances are, it’s not a lack of ideas holding things back—it’s that someone else is in the way.

And maybe most importantly...

Treat Communication Like Infrastructure...Because it is.

Too many cities bury policies in PDFs or meeting minutes no one reads. If the public doesn’t know how revenue is used, they’ll assume the worst.

Cities must:

• Act like a modern, transparent service provider

• Use plain language and visual storytelling

• Show results through maps, videos, and real-world updates

• Connect parking policy directly to local improvements

  
  

If people see paid parking as punishment, that’s not a pricing issue. It’s a messaging failure.

Cities that communicate openly and consistently will earn more trust, reduce backlash, and gain the support they need to keep moving forward.

From Circling to Strategy: The Choice Cities Face

Parking is one of the most visible, emotional, and impactful forms of public policy today. It shapes how people experience a place—how long they stay, whether they spend money, and whether they come back.

The way cities handle parking often reflects how they handle everything. The same breakdowns that stall parking progress—siloed departments, reactive politics, poor communication—show up across housing, infrastructure, and public safety.

“If people don’t trust you with a meter, they won’t trust you with a budget.”

In today’s hyper-information environment, where the public is more informed (and misinformed) than ever, cities that fail to communicate clearly or meet people where they are don’t just slow progress—they open the door for frustration and distrust. The real power of a city doesn’t come from any single department or leader, but from the collective clarity, creativity, and trust of its community. Parking just happens to be one of the most public places where that power—or that failure—is on full display.

Cities that treat parking as a modern, intentional, and strategic tool will build stronger economies, safer streets, and more equitable access. They’ll attract more visitors, support thriving businesses, and foster a sense of place that people want to return to. Because parking is really about how we move, how we spend, how we gather, and how we grow.

And the cities that choose to ignore this?

Well... They’ll still be circling the block.

About Athena Partners Strategy Group 

Athena’s exclusive focus on parking technology delivers unmatched insight and results, proven by hundreds of success stories from industry leaders who have transformed their operations with our expertise. As a premier technology representation and consultancy, APSG leverages a specialized network of partners to guide organizations in developing new business and launching innovative solutions across parking, transportation, curb management, rideshare, law enforcement, public safety, and EV charging sectors. Learn more at athenapsg.com.

About Nick Stanton

Nick has spent nearly two decades in leadership and business development roles with top-tier companies, serving government, education, and commercial sectors. His expertise spans a wide range of technology products and services, including parking solutions, parking enforcement, LPR technology, transportation, mobility, curb management, AI, sustainability (EV), and data management. Nick has built a strong reputation across multiple industries thanks to his no-nonsense, results-driven approach and his commitment to building trust by being direct and transparent.

Written by Nick Stanton, Managing Partner, Athena Partners Strategy Group info@athenapsg.com

“Making parking less boring one article at a time.”