Data Puts Parking Decisions on Fast Forward

By Jemicah Colleen Marasigan | September 9, 2025

 

The workday often begins on a parking ramp, not a lobby. That roll under the gate decides a lot: does it feel easy and welcoming, or like one more hurdle in the day?

At CRE.Converge 2025 in Toronto, a panel led by Matt Williams, executive vice president at Impark, made a simple case: treat parking like a guest experience and a business lever, not a utility.

For Blake Hyde, director of property technology at Cadillac Fairview, it starts with first impressions. Parking brings in revenue and, for many visitors, it’s the first touchpoint with a property.

“It should feel intentional, not incidental,” he said.

That first touchpoint matters more than ever. Adam Jacobs, Ph.D., head of research at Colliers, noted a change post-COVID-19 pandemic. Across Canada, suburban offices now have fewer vacancies than downtown, which he links to tougher commutes.

“Raising the price of parking doesn’t make more people want to use it,” he said. “It makes fewer people want to use it.”

Data echoed the sentiment. Stan Ivankovic, vice president, real estate sector, of Environics Analytics noted that price, availability and access top what parkers care about, and roughly 37% say subsidized parking would make them likelier to come in to the office.

So, what does progress look like on the ground? Begin with how people actually move.