Improving the Annual Rate Study

Improving the Annual Rate Study
National Parking Association logo on a blue background


Since 2008, the National Parking Association (NPA) has attempted to quantify the industry by conducting an annual rate study that analyzes parking rates, trends and operations throughout the United States and Canada. McKinley included new project enhancements to bolster response rates, such as a tailored communications plan. In 2011, NPA retained McKinley to expand the possible number of participants and increase the validity of the data collected.

To address NPA’s concerns and aspirations for the annual rate survey, McKinley refined and deployed the annual rate survey, utilizing a design that balances and maintains the integrity of longitudinal research findings with the benefits of improvements to measurement, administration and implementation. The resulting study covers the United States and Canada and answers a number of questions about current technology usage, the adoption of green technologies and the emerging usage of online sales, marketing and mobile payment technologies within the parking industry.


In each year we have conducted the study, McKinley increased confidence in the validity of the study, which was been well received by NPA and its members. McKinley continues to partner with NPA on this annual study.