Women in parking continue to redefine leadership in a growing industry

By Heidi J. Ellsworth. 

Exploring new markets for growth.  

As part of CoatingsCoffeeShop®'s ongoing commitment to bringing business growth opportunities and market intelligence to protective coatings contractors, we are exploring industries that rely on waterproofing, restoration and protective coatings to maintain critical infrastructure. One of the best ways to identify new opportunities is to understand the owners, architects, engineers and facility managers who depend on those services every day. Parking structures are a prime example. From waterproofing systems and traffic coatings to concrete restoration and maintenance programs, these facilities require specialized solutions that help protect valuable assets and extend service life. 

For contractors looking to diversify and grow their businesses, the parking industry offers unique opportunities. With that in mind, I attended the National Parking Association Convention & Expo to learn more about the industry, the people who drive it and the opportunities it presents for coatings and restoration professionals. What I found was an industry built on relationships, education and a genuine commitment to helping people succeed.  

The first day of the convention focused on Women in Parking (WIP), and it was inspiring to see the growth of women leaders throughout a traditionally male-dominated industry. Similar to what we have experienced in roofing, waterproofing and construction, women are taking on leadership roles, driving innovation and helping shape the future of their profession. 

One of the most impactful sessions was "When the Ground Shifts: Leading, Rebuilding and Defining Moments of Change." The discussion focused on navigating challenges, adapting to change and developing stronger leadership skills. While there were many valuable lessons shared, one message stood out consistently throughout the day: meaningful professional growth starts with relationships.  

The speakers encouraged attendees to step outside their comfort zones, introduce themselves and engage with the people around them. Mentorship was a major theme, not only finding mentors but also being willing to mentor others. It was a reminder that some of the most important career opportunities begin with a simple conversation.  

That lesson came to life throughout the event. During the luncheon, educational sessions and networking opportunities, I met remarkable professionals who were eager to share their experiences and knowledge. The willingness to connect, collaborate and help others grow created an atmosphere that felt both welcoming and empowering.  

What impressed me most was the intentional focus on developing future leaders. As more women enter the parking profession and advance into operations, technology, management and executive leadership positions, they are helping create a culture centered on collaboration, innovation and continuous learning. Their influence is helping strengthen an industry that touches nearly every community across North America. 

As someone attending the event to learn more about the parking industry's connection to waterproofing, restoration and protective coatings, I quickly realized that the most valuable takeaway was not about structures or infrastructure. It was about people. The professionals I met were passionate about their work, proud of their industry and committed to supporting one another's success.  

Throughout the day, I saw firsthand how the National Parking Association brings people together to learn, share ideas and build meaningful connections. That culture of support is helping attract new talent, develop future leaders and strengthen the industry as a whole.  

The future of parking is bright, and the women helping lead that future are making a tremendous impact. Their commitment to leadership, mentorship and professional growth is creating opportunities for the next generation of industry professionals while showing what is possible when people invest in one another.  

For CoatingsCoffeeShop, the experience reinforced an important lesson. Sometimes the best way to discover new opportunities for contractors is to step into adjacent markets, learn from their leaders and understand the challenges they face. The parking industry is filled with professionals who value maintenance, asset preservation and long-term planning, making it a market well worth exploring for waterproofing, restoration and protective coatings contractors.