From the stadiums of the NFL to the cutting edge of parking technology, TPN is happy to spotlight Seth Shurtleff. His career journey is anything but ordinary and he has connected with multiple aspects of what makes the parking industry unique and worked with some of the biggest names in our industry.  

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His entry into the parking industry began with a foundation in event management, serving as Director of Events for the New England Patriots. In that role, he oversaw large-scale game operations and parking logistics at Gillette Stadium and Boston College—as is so common in our industry this was an experience that would unknowingly pave the way for a future in parking. 

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It was during this time that Seth connected with the leadership at LAZ Parking, the vendor managing parking services for the venues. That relationship led to a new opportunity: managing 62 MBTA locations across Massachusetts for LAZ, deepening his expertise in parking operations and logistics. 

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With a background steeped in operations, logistics, and business development, Seth Shurtleff transitioned seamlessly into the world of parking technology. Roles at industry leaders such as Central Parking, SP+, Sentry Control Systems, TIBA, and Skidata allowed him to stay on the front lines of innovation. His focus has remained clear—help operators and developers navigate the complexities of modern parking systems and integrate technologies that improve both operations and user experience. 

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“The industry has changed dramatically over the past decade,” he says. “From frictionless entry to mobile payments and license plate recognition, the challenge has been helping stakeholders see the opportunity in change. Education and data have been my biggest tools in doing that.” 

Among his proudest accomplishments are large-scale implementations at high-profile locations like MGM, Westfield, SoFi Stadium, and the City of Santa Monica. These projects have served millions of users and stood as case studies in how technology can elevate the parking experience. 

Of course, no career in parking is without its stories. Seth recalls a time during a packed stadium event when a system glitch caused a backup at the entry gates. “We had to go into manual override and manage the crowd on the fly,” he remembers. “It was stressful—but also one of those moments where teamwork and quick thinking paid off. Plus, I got to hear some great fan traditions while we waited!” Parking is, at the core, a customer service industry and Seth embodies that in his approach to every role.   

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When he’s not solving parking challenges, Seth can be found enjoying life in Hermosa Beach—especially on a paddle board around the Bay. He’s also a longtime softball coach, having guided his daughter’s teams from youth leagues through high school. Now, she plays college softball on the East Coast, and he’s her biggest fan, streaming games or catching them live whenever he can. 

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From parking operations to cutting edge technology, Seth continues to bring energy, experience, and innovation to everything he does.