eleven-x Free Virtual Learning Lab

Wednesday, March 25, 2026

2:00 PM - 3:00 PM (EDT)

Zoom Link

* Registration open until 3/25/26 at 1:00 PM (EDT)

Category: Free Learning Labs (Virtual)

This session delves into the psychology behind driver behavior and parking decisions—and how cities, campuses, and parking operators can shape driver behavior through smarter use of technology and data. Various solutions are enabling drivers to make more informed, personalized parking decisions than ever before. Given a choice, they weigh a range of factors: proximity, price, length of stay, convenience, and external influences like weather, construction, or nearby events.

But do today’s parking systems truly reflect this complexity? And, are we measuring the right things—and using those insights to effectively influence driver behavior? We’ll explore what a better parking experience really means—for drivers trying to find the right spot, for businesses that rely on customer access, and for parking managers looking to optimize operations and community satisfaction.

A panel of experts from municipalities, universities, and technology partners will share real-world experiences and insights from projects across North America to illuminate the answers to these questions. Together, we'll examine how tools like digital signage, wayfinding, and demand-based pricing are helping—or sometimes failing—to guide driver decision-making.

Presenters:

Dan Mathers, President & CEO, eleven-x Dan Mathers is an accomplished technology executive with over 35 years of experience leading and developing many business ventures, ranging from start-ups to multinationals. In 2014, he co-founded eleven-x to help cities and institutions leverage smart parking and curbside management solutions to deliver better services, improving the lives of their citizens and communities. With deep expertise in hardware and software technologies and a commitment to innovation, Mathers sets the vision and growth of the company.
Melissa McMahon, Project Manager, Arlington County, VA Melissa McMahon, AICP MPH, has worked for Arlington County for 14 years and currently manages the parking and curb space team. She oversees parking and curb space includes managing technology transformation in several service areas, including garages, residential permit parking, and metered parking. Prior to Arlington, Melissa worked for four years in land use and environmental planning in California and received degrees from Carnegie Mellon and the University of North Carolina at Chapel Hill.
Prasanna Nanda, Director of Transportation Services, University of Wisconsin-Milwaukee Prasanna Nanda serves as the Director of Transportation Services at the University of Wisconsin–Milwaukee (UWM). With a career in the transportation industry spanning both the private and public sectors since 1994, he brings more than three decades of comprehensive experience to the field. Since assuming his current role in 2014, Prasanna has led the modernization of UWM’s Transportation Services by implementing advanced technologies and improving operational efficiency. His leadership has played a pivotal role in transforming the department into a more innovative, responsive, and data-driven organization.
Mark Pratt, President & Chief Operating Officer, One Parking Mark Pratt has worked in all facets of parking since he began his career in 1984 and has been a significant leader and mentor in the industry. He developed one of the first series of training manuals focused on operations excellence. In 2001, he patented the first video-to-video remote monitoring system. Pratt focuses on bringing technology to the parking industry to increase efficiencies, improve financial results, and bring positive change to the environment.