Flexible Parking Pass

The city's monthly parking pass business assumed a five-day commute. In spring 2020, COVID emptied downtown in a matter of weeks, that assumption collapsed, and pass revenue went with it. Cancellations piled up, and nothing on the shelf fit a customer who now drove in one or two days a week.

This was a public agency with council-level visibility. Waiting out the crisis was not an option, and neither was quietly discounting the existing product.

A discount on a monthly pass still asks the customer to pay for days they no longer drive. The fix had to be a different commercial model.

The new pass is that model: a bundle of weekday parking sessions at select parkades, priced well below daily rates, for people who park some days instead of every day. You commit to a month of occasional parking rather than a month of daily parking. It met hybrid commuting where it actually was, years before hybrid work settled into a phrase.

I led the product from idea to on sale in under 30 days. The speed came from scope discipline. The pass launched on the existing parking platform and payment rails rather than waiting for new infrastructure, and every feature that could survive until version two was deferred. Defending that scope to stakeholders who wanted more in the box was most of the product management.

A companion feature supporting downtown businesses through the parking app followed about two weeks later.

The pass generated $6M and recovered 40% of the lost pass revenue.

The stronger validation is that it never went away. Years later it is still on sale: ten weekday sessions a month at select parkades, priced about 25% below daily rates.