Matt Darst
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We’re proud to share that Michael Ford, Parking & Mobility Manager for the City of Oakland, has been named the 2025 National Parking Association (NPA) Innovator of the Year—a national recognition of his groundbreaking work in reshaping citation collections through data.
At a time when many cities face budget shortfalls, staffing constraints, and growing enforcement complexity, Ford delivered a scalable model for smarter revenue recovery. His data-driven citation noticing program, launched in October 2024, proves that collections can be both fiscally responsible and citizen-conscious.
Rather than relying on broad, one-size-fits-all outreach or escalating cases to collections too quickly, Ford’s team used predictive analytics to:
- Identify violators most likely to pay voluntarily
- Segment motorists into behavioral groups
- Redesign notices for clarity, urgency, and accessibility
- Deliver final outreach before costly legal escalation
An example of a redesigned notice, simplified to convey information plainly.
The results? Impressive by any measure:
- $385K in new revenue within 6 months
- 13% increase in special collections revenue
- 4% boost in total citation revenue
Importantly, this strategy didn’t require more staff or harsher penalties. It focused instead on doing more with what cities already have: rich data, clear legal pathways, and the ability to communicate effectively.
By mailing to only 18K of 67K potential accounts—those most likely to respond—Oakland saw a 14.5% increase in per-notice yield and collected 13× more per mail piece than other segments. Meanwhile, debt relief and customer service support ensured notices were fair, clear, and accessible to all.
The City of Oakland’s process flow was driven by data science. The insights gathered concerning the likelihood of payment allowed the City to optimize notices and increase the likelihood of payment.
"This is what public sector innovation looks like,” said Matt Darst, Head of Professional Services at Trellint. “It’s not flashy tech for tech’s sake—it’s targeted, cost-effective problem-solving that meets the moment.”
Beyond the numbers, the program reframed what noticing can be: not just a formality, but a strategic tool for early resolution, minimized disputes, and smarter engagement.
Oakland’s approach shows how cities can evolve their operations, protect limited public resources, and still respect the public they serve. Michael Ford’s leadership in this space sets a new benchmark for how cities approach enforcement—and we’re honored to see his work recognized on a national stage.
