Eleven Things an Earthquake Made me Think About When Recovering a City’s Parking Operation - and an easy way to remember it.

PIMPLE CREAM – A Cure for Parking Acne! Eleven Things an Earthquake Made me Think About When Recovering a City’s Parking Operation - and an easy way to remember it! It was 2 years since the earthquakes shook Christchurch, turning the quiet 'garden city' into a rebuilding battleground. Having experienced one of the big quakes myself in December 2011, I can tell you it was a terrifying ordeal. But what came afterward was both humbling and frustrating. Humbling because you realize you're part of something monumental—rebuilding an entire city. Frustrating because, as humans, we have an incredible talent for making simple tasks incredibly complicated.

The Mission:

Design a new parking operation that fits a new future. This future will eventually see new car park buildings and on-street parking, featuring the latest in parking technology and modern methodologies. It needs to be flexible, community-friendly, and efficient. And, most importantly, it needs to be a plan that people will remember. So, let’s dive into the plan—one that’s so unforgettable, we had to name it after an acne treatment: PIMPLE CREAM.

The Situation:

After the earthquakes, the damage was staggering. Overnight, 80% of parking revenue disappeared. Three suburbs were flattened, 80% of homes were damaged, and 75% of major infrastructure was shut down. The city became lopsided, with the western side (the less damaged part) becoming the hub of activity, while the eastern side was nearly abandoned. On one side, cars were fighting for limited spaces; on the other, parking spots were ghost towns. We had a lopsided city and little revenue.

The Plan:

PIMPLE CREAM To tackle this challenge, we developed a plan—still in its adolescent phase—based on 11 crucial elements. And yes, we made sure you wouldn’t forget it!

P Purpose: First things first, we had to define the purpose of parking. Turns out, the essence is simple: support economic activity. Whether people are accessing goods, services, or their jobs, parking is the unsung hero that makes it all possible.

I Importance: We had to make parking important in the eyes of the community. When you realize that 80% of all CBD activities involve parking and this is worth NZ$10 billion, suddenly, parking isn't just about finding a spot—it's about supporting the city's heartbeat.

M Measure: You can’t fix what you can’t measure. Whether you’re using fancy sensors or just meter data, knowing occupancy rates is key to improving parking efficiency.

P Price Right: Setting the right price is like seasoning a dish—just the right amount changes everything. Prices should reflect local activity and help manage parking demand in specific areas. Think of it as "price right to affect the 'parking activity in the local area.'"

L Link Prices to Occupancy: Each of the city’s 11 zones has a unique vibe. By linking parking prices to occupancy, we can tailor the experience to each zone, making sure no one’s paying too much—or too little. Enforce for the Right Reasons

E Enforcement: isn’t about playing parking cop—it’s about supporting the overall goal: economic activity. And here’s a good rule of thumb: the more people understand the parking system, the less enforcement you’ll need.

C Competition: Competition keeps everyone on their toes. We encouraged competition among service providers to keep costs down, like using Pay by Phone technology to reduce transaction fees.

R Revenues: With a US$32 billion repair bill on the horizon, revenue became crucial. We set up open-air parking on development land and brought in competition to keep private operators from becoming monopolies.

E Expenses: Reducing expenses is just as important as increasing revenue. One way was by pushing Pay by Phone technology, which costs the city less per transaction and keeps more money in the public coffers.

A Advocate: Parking is a mysterious art to many, so we had to become its biggest cheerleaders. We wrote emails, attended meetings, and didn’t stop talking about parking until everyone was on board.

M Manage: Last but not least, we had to manage our team through this change. What started as a group of parking attendants evolved into a crack team handling operations, media, marketing, business development, and even the new role of Parking Optimization Officer.

Wrapping It Up: PIMPLE CREAM for All So, that’s our plan to tackle Christchurch's parking issues, summed up in one handy acronym: PIMPLE CREAM. It was a work in progress, but it’s designed to grow with the city. Our goal was to build a responsive, flexible parking operation that supports economic activity and helps rebuild Christchurch better than before.

Remember, when it comes to city parking, just think PIMPLE CREAM. You won’t forget it!

Kevin Warwood