With over a decade of experience in sales and marketing, Jordan Schware is an industry leader helping reshape the future of parking in North America. As Senior Vice President at Get My Parking (GMP), Jordan is spearheading the company’s growth across the U.S. by working closely with commercial operators, integrators, and partners to drive digital transformation. He was also named to the National Parking Association’s 40 Under 40 list of industry professionals shaping the future of mobility.

We sat down with Jordan to talk about what’s changing in parking, why operators are finally warming up to digitization, and what makes GMP’s ExpressLane the most exciting innovation in the industry right now.

Q: Let’s start with your role—how would you describe what you do at Get My Parking?

A: I’m the SVP for the North American market, and my main focus is helping us grow strategically across the U.S. That means working really closely with commercial parking operators, value-added resellers, and system integrators to expand Get My Parking’s reach and show the industry what’s possible with the right tech.

It’s been exciting! 2024 was a big year for us, especially with the rollout of ExpressLane, our AI-powered parking system. The momentum we’ve built has been incredible.

Q: What has surprised you about the parking industry this past year?

A: Honestly, it’s the amount of M&A activity. We’ve seen a ton of consolidation both on the tech side and among commercial operators. What’s even more interesting is the crossover – we’re seeing tech and operations merge in a way that’s creating completely new value propositions.

I think we’re heading toward a model where the lines between a “tech company” and an “operator” are going to blur. That could mean better user experiences, more efficient operations, and hopefully, happier parkers.

Q: What’s been the reaction from parking operators when it comes to going digital? Are they eager or hesitant?

A: It’s mixed, but changing fast. Parking has always lagged a bit behind other industries when it comes to adopting new tech. There’s a lot of legacy infrastructure and a tendency to stick with what works.

But that’s shifting. When operators see truly transformative products – things that don’t just sound good on paper but deliver real, tangible ROI – they get excited. ExpressLane is a great example of that. It’s not just another app or feature. It fundamentally changes how parking works.

Q: Tell us more about ExpressLane. What makes it so game-changing?

A: Here’s the big idea: if you can use your phone to book a flight, order food, and unlock your front door, you should be able to park your car, too – especially in a gated garage.

ExpressLane is a mobile-first, AI-powered ticketless solution that works seamlessly in gated and gateless environments. No need for new hardware or expensive upgrades – we retrofit existing systems with software that completely digitizes the parking experience. Thanks to GMP AI, which corrects LPR misreads in real-time, it makes parking up to 3x faster. And because there are a lot fewer support calls (they go down up to 84% after ExpressLane), operators usually find that they have more time on their hands to focus on growing their business.

That means operators save on CapEx, create new revenue streams, and their customers get a smooth, app-free, QR-based parking journey. It’s all about removing friction. ExpressLane makes parking something you don’t even have to think about.

Q: Okay, but even with tech, how important is signage in all this?

Hugely important. Think about going through a drive-thru with no signs—just a window and a speaker. You’d be confused, right?

Parking’s the same. Even if everything is digital, you need clear signage to guide the user through the experience. Signage is how you communicate trust, clarity, and direction. Good signs mean fewer support calls, less confusion, and a smoother experience.

Q: You mentioned reconnecting with old industry contacts recently. How has that been?

The parking industry’s a small world—everyone kind of knows each other. It’s been awesome catching up with folks and being able to bring something new and exciting to the table. And change is hard in any industry, but when you show someone a tool that can make their life easier and their business more profitable? That’s when ears perk up.

Q: Other than ExpressLane, what else should operators be watching out for?

A: No, obviously just ExpressLane! (laughs) 

No, seriously, it’s the biggest thing we’re doing right now. But beyond that, operators should pay attention to how AI is being integrated across the board. We’ve been investing heavily in AI and machine learning for years – everything from license plate recognition to dynamic pricing to predictive analytics. All of that leads to smarter operations and better customer experiences.

Q: Any predictions for the future?

A: Digital adoption is going to accelerate, no doubt. Operators are under pressure to do more with less, and tech is the only real way to make that happen.

VC money is still flowing into mobility and infrastructure, so we’re going to see a lot of innovation – and also some overhyped features. The companies that focus on real R&D, solid engineering, and a good product are the ones that will last. At GMP, we’ve always put product first, and that’s paying off.

I also think AI will keep growing as a differentiator. Companies that know how to train their models well, especially using real-world parking data, are going to have a serious edge.

Q: Last question: What’s your advice to parking operators who are thinking about going digital?

Don’t wait. The time is now. If you’re sitting on the fence, you’re missing out on revenue, efficiency, and a better experience for your customers.

And honestly? Give us a call. We’ll walk you through it. No fluff – just real tools that work with what you already have, and a team that understands your challenges. We want to help you digitize without giving up on your brand identity, unlike a lot of other players in the market who take over your parking operations, heart and soul. 

Ready to go digital with your parking operations?

Have a quick chat with Jordan Schware and the team at Get My Parking to see how ExpressLane, our AI-powered platform, can transform your facilities, without expensive hardware upgrades. Whether you operate gated or gateless locations, we’ll help you create a seamless, profitable, and future-ready parking experience.