The Parking Guru Ltd

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over 25 years experience

About Us

Achieving maximum social and added value via contracts, experienced use of Themes Outcomes and Measures (TOMS)

We have over 100 years of parking experience between us and no job is too small or too large.

Sara Bailey, Managing Director is a transport, sustainable transport, parking and electric vehicle infrastructure/green technology specialist with over 25 years parking experience on in- house, partnership and fully contracted schemes, 20 years management experience in local government and 10 years delivering alternatives to ICE’s.

A qualified project and programme manager experienced in successfully delivering multi- million pound capital schemes on time and to budget.

Experienced at large scale multi-million pound procurement and contract implementation and negotiation.

Experienced organisational transformation manager, with particular skills in working with teams to deliver cultural change. Thorough knowledge of traffic and parking legislation including scheme design and delivery.

Skilled at building successful relationships with internal and external stakeholders, strong at dealing in highly political fields. Strong leadership, people and communication skills, excels at mentoring and motivating teams.

Strong industry contacts with established big players and new innovators alike.

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Sara Bailey one from right with Islington Council and Citisense colleagues at award ceremony

Meet (some of) the team

Sara Bailey

Sara Bailey, Director of The Parking Guru Ltd, has over 28 years’ experience in the parking industry, and this experience has provided Sara with a number of equally experienced and knowledgeable professionals, all with slightly different skill sets, that are used to assist with projects when required. This provides clients with the benefits of resilience and multiple skill sets.

Full Bio

Charlie

harlie has extensive experience in enforcement, having set up Dart Charge and the Mersey Gateway Bridge operations for Emovis before moving into the parking industry. Over the past seven years, he has worked with a range of UK local authorities, including Harrogate Borough Council, Milton Keynes City Council, and the London Boroughs of Islington and Hounslow, among others.

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Ayo Owoborode

Ayo is a data-driven professional with advanced expertise in SQL, Python, SAS, and Excel, skilled in extracting and analysing complex datasets to deliver actionable insights. Ayo has a strong track record in developing detection systems, leading data platform transitions, and conducting in-depth trend and root cause analyses to support strategic decision-making.

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Achievements we are proud of

Key career highlights include:

  • Introduction

    of world first and award winning electric vehicle permit band system whereby electric vehicles are charged according to battery size

  • Reform

    of permit systems to achive multi-million pound savings

  • Digitisation

    of services including pay and display machine removal and conversion to cashless parking, virtual permits, e-forms and chat-bot technology

  • Organisational transformation

    of failing services, achieving efficiencies of over 30% via cultural change whilst maintaining and improving customer offering and reputation.

  • Digitisation

    of services including virtual parking permits, cashless parking services and ticketless and cashless on street services, providing budgetary savings and an improved customer offering.

  • Delivery

    of green and electric vehicle infrastructure, including 350 electric vehicle charging points (88 rapid) in a single borough, and an electric highway connecting Oxford to Cambridge, at no operational cost to the authority.

  • Contract

    procurement and negotiation, including complex European multi-partnership contracts.

  • Strategy

    and policy making, leading to political adoption, including working with elected members from all parties and a wide range of stakeholders, including for large capital projects such as multi-storey car park build.

  • Management

    of large multi-million pound revenue and capital budgets.

  • Scheme

    design and delivery, including highways schemes such as resident permit parking, traffic management and road safety schemes.

  • Forming

    successful teams that provide expertise across a range of service areas, ideally via mentoring existing staff in a high challenge/high support environment.

  • Holding

    staff workshops to engage and motivate staff.

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Supporting Articles

The new permit system was created & implemented by Islington’s assistant director of parking services Rubena Hafizi & parking consultant Sara Bailey.

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Led by Rubena Hafizi & Sara Bailey & championed by Tony Ralph and Cllr Rowena Champion worked closely in partnership with Citisense

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Watch out SUV drivers, big cars will pay more for parking

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The Parking Guru Ltd