titlepage/contents pg 1-16 - British Parking Association

168 Chapter 11Information showing available longstayparking.should, therefore, include allsignificant car parks available tothe public, not just the municipalones. This requires all parkingoperators to work together toprovide a single source ofparking information. This canthen be translated into clear andeasy to use information mediaincluding signs, maps andInternet pages.Information on parking must berelevant to the driver on aparticular day. Any changes inthe location or type of parkingmust be communicated,including an explanation of thereasons for change.Car parks have a fixed capacityand once spaces are occupiedthere are no more until someoneleaves. This gives rise to thevalue of ‘real-time’ information. Inbusy towns, goodcommunications can deliver priorinformation about the status ofcar parks and can divert andredirect drivers early and soavoid a build up of queuesaround the busiest car parks.Communication systems canalso be used to divert travellersto other facilities such as parkand-ride.Two types of real-timeinformation are widely used:variable-message signs (VMS),and local radio trafficprogrammes.MarketingThe main marketing need is towin hearts and minds in relationto the local parking strategy andthe various services related toparking that the local authorityprovides. For example, if highparking charges in the towncentre are designed to keeptraffic out, and to encouragepark-and-ride as an alternative,then it is the positive aspect of abetter town centre environmentthat can be marketed, not theparking charges. Marketing isthus an aspect of and supportsthe public involvement andconsultation processes.Private car park operators candevelop a marketing strategyacross different areas. For localauthorities, with theiradministrative area the only baseof operation, marketing is oftendeveloped with a locallydistinctive way. The service maybe branded, for example the Cityof Westminster’s “Master Park”,but the primary purpose is topromote awareness of thefacilities available and to steerusers towards the facilities thatbest meet their needs. In York,which is a major touristattraction, the city’s park-andridesites are heavily marketed tovisitors even though there aremany parking places in the citycentre.Car parking is not an end in itself.People park cars so that theycan do other things. Themarketing link between parkingand other activity can beunderstated. For example, atedge- and out-of-town retailfacilities the availability ofuncharged parking is a majorfactor in their commercialsuccess, but the marketing ofthis facility is almost subliminal; itis assumed rather than statedthat such facilities will haveplenty of “free” parking.Parking can also be used moredirectly to help promote otheractivities, for example, a dealbetween a car park operator anda cinema or theatre whereby thecustomer can buy an inclusivepackage deal of tickets andparking. Tour operators usesimilar offers to promotepackage holidays, where airportparking is included in thepackage. Local authorities areusually concerned to maximisethe competitiveness of publictransport and should, therefore,use their influence to make surethat similar deals are availablealso for those who choose totravel by bus and rail.To improve competitiveness,some town centre retailers whofeel threatened by edge- or outof-townshopping offer to refundparking charges to customers.Local authorities may not wish toencourage such offers because itmay undermine the effectivenessof the car parking strategy.