Waterproofing, restoration and coatings contractors find opportunities in the parking industry

By Heidi J. Ellsworth.

Making room for innovation beyond traditional markets.

Some of the best business opportunities come from looking beyond our own industries. Throughout my time at the National Parking Association Convention, I was reminded that many of the challenges faced by parking professionals mirror those faced by contractors working in waterproofing, restoration and protective coatings. Facility owners are focused on extending asset life, improving safety, enhancing customer experiences and preparing for the future. Those priorities create opportunities for contractors who understand infrastructure preservation, maintenance and long-term performance.

In the first two articles of this series, I focused on the people driving the industry and the importance of service, maintenance and restoration. What became equally apparent as I walked the expo floor was the amount of innovation taking place throughout the parking industry. From advanced materials and architectural systems to emerging technologies and transportation solutions, the convention showcased ideas and products that have applications well beyond parking structures.

One of the most interesting exhibits I visited was Solmax. Their membrane technologies are designed to enhance the performance and longevity of both concrete and asphalt infrastructure. As conversations around asset preservation continue to grow, membranes play an increasingly important role in protecting structures from water intrusion and environmental exposure. For contractors involved in waterproofing, coatings and restoration, these technologies reinforce the importance of protecting assets before deterioration begins.

I was also impressed by GKD Metal Fabrics and its architectural metal fabric systems. Parking structures today are no longer expected to function as simple concrete boxes. Owners, municipalities and architects are increasingly looking for ways to create visually appealing facilities that enhance the surrounding environment. The metal facade systems showcased by GKD demonstrate how parking structures can combine aesthetics, ventilation and functionality while creating attractive architectural features. The applications extend well beyond parking and can be incorporated into commercial, institutional and mixed-use projects.

Technology was another major theme throughout the expo. One company that immediately caught my attention was UMOJO. Their camera and monitoring systems are designed to improve visibility, security and operational awareness within parking environments. As I learned more about their capabilities, I could not help but think about the potential applications for construction sites. Contractors are continually seeking ways to improve safety, monitor projects and protect assets and solutions originally developed for parking facilities may offer valuable ideas for jobsite management and security.

Another company that stood out was Barrier Cable Systems. Their products are designed to improve safety within parking environments while maintaining functionality and durability. The emphasis on protection, risk mitigation and user safety aligns closely with the priorities of roofing, restoration and construction professionals. It was another example of how solutions developed for one industry can often translate into opportunities in another.

Beyond the products and technologies, the people I met throughout the convention reinforced many of the themes highlighted in the first two articles. Conversations with professionals from Parking Management Company (PMC) and Royal Valet Tulsa, a women-owned valet company based in Oklahoma, provided valuable insights into the service side of the industry. Both organizations demonstrated the professionalism, innovation and customer focus that continue to drive growth across the parking sector.

The convention also celebrated emerging leaders through the industry's 40 Under 40 program. It was encouraging to see the next generation of professionals being recognized for their leadership, creativity and commitment to advancing the industry. A lively Family Feud competition added some fun while sparking honest conversations about workforce development, operational challenges and opportunities for continued improvement.

Another memorable highlight was hearing from former NFL player and broadcaster Howie Long. His message focused on authenticity, preparation, family and showing up every day ready to do your best. While his career has spanned professional sports and broadcasting, his advice resonated with many business leaders in attendance. The importance of building relationships, staying true to your values and consistently delivering on commitments are qualities that apply to every industry.

As I reflected on everything I learned throughout the week, one theme continued to emerge. The parking industry is evolving rapidly, driven by technology, changing transportation patterns and growing customer expectations. Parking facilities are becoming much more than places to leave a vehicle. They are increasingly serving as transportation hubs that integrate EV charging infrastructure, autonomous vehicle planning, valet services, shuttle operations and enhanced customer experiences.

For waterproofing, restoration and protective coatings contractors, that evolution creates opportunity. Every modernization effort, infrastructure upgrade and maintenance program requires facilities that are safe, durable and properly protected. Contractors who understand those needs and are willing to engage with adjacent industries can discover valuable markets and long-term client relationships.

Throughout every conversation, introduction and educational session, I came away with a deep appreciation for the National Parking Association and its members. The industry is filled with professionals who are committed to innovation, dedicated to supporting one another and focused on delivering the services the public depends on every day.

For CoatingsCoffeeShop®, that is exactly why exploring industries like parking matters. By understanding the challenges, opportunities and innovations shaping adjacent markets, contractors can uncover new ways to apply their expertise, expand their businesses and build stronger futures.

Editor's note: This article concludes a three-part series from the National Parking Association Convention. Part one explored leadership and mentorship through Women in Parking, while part two highlighted the value of proactive service and maintenance. Together, these experiences demonstrate how learning from adjacent industries can help contractors identify opportunities, build valuable relationships and better understand the markets that depend on waterproofing, restoration and protective coatings expertise.