Where Has The Year Gone? by Casey Jones, CAPP

Overheard one recent Sunday morning while sipping coffee and reading the paper at the Jones family dining table:iStock_000022015805_Large

Robyn (my wife): “Hey, did you realize that Christmas is only two months away?”

Me: “Huh? Sorry, for a second I thought you said something about Christmas.”

Robyn: “Yes, it’s only two months away.”

Me: “I wonder how my fantasy team is doing today?”

Robyn: (narrows eyes, appears unamused).

Me: “But don’t we still have Veteran’s Day and Thanksgiving to celebrate? And don’t forget National Donut Day …” (muttering in barely audible, defeated husband voice) ”Where has the year gone?”

Later that day at the grocery store:

Me: “Look at the wrapping paper, icicle lights, and fake trees. I guess you’re right, Christmas is just around the corner.”

Robyn: “Silly man. Of course I’m right.” (winks)

You and I might be in denial but the holidays are right around the corner. The good news is that if we start now, we can get the shopping done, lights hung, and meals and travels planned. If we procrastinate, we may still get through the holidays but it might be stressful and unpleasant.

As parking professionals, we have many things to do, whether we provide parking for an airport, downtown, special event venue, commercial district, or university. We must complete scheduling rosters and ensure that our facilities are clean and presentable, and we may need to order de-icer, snow shovels, or umbrellas for our patrons. Another thing we need to do is complete and execute our holiday communications plan. This entails being proactive, pointed, and persistent.

Being proactive requires that we establish relationships with our media partners so we know what they need and how we can deliver it. It also means that we have a well-thought-out plan and the tools and resources to get the job done. Being pointed requires that we have focused our key messages and know exactly what is important to communicate to our public. Being persistent means that we recognize that the parking public receives our message in many different ways and that we explore and utilize each fully.

Soon, I’ll be on a ladder with driving snow at my back as I work to get the Christmas lights on the house and I’ll no doubt have cards to send and presents to buy. But I’m certain I’ll think longingly to the time not long ago that I could have started in on the holiday tasks and avoided cramming everything into the last few weeks, hoping that I don’t miss something important. We can work now to get our holiday communications plan in place for a successful season free of the stress of bad planning and poor execution.

One thought on “Where Has The Year Gone? by Casey Jones, CAPP

  1. Good points, Casey! I want to add that IPI distributes a holiday-related news feature to the media each year to help the public re-think holiday parking, park safely, etc. Last year’s release is here and can provide a starting point for those who want to adapt it under their organization’s letterhead for distribution within their own communities: http://www.parking.org/media/holiday-parking-seven-tips-and-a-positive-attitude-put-you-in-the-best-spot.html

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