ALT Framing The Story of Parking Reform The language we use evokes emotion and mental short cuts; we like to create coherent stories. Framing the story of parking reform in a compelling way will help us succeed. Don't Say: Parking Requirements The word “requirements” indicates something is required, implicitly that it is needed. It is also value-neutral. Instead Use: Costly Parking Mandates Remind people parking costs money and land to provide. And use the term “mandates” which implies a heavier hand. Parking Reform Network - parkingreform.org This work draws on Evan Manvel’s work for the Transportation and Growth Management program at the State of Oregon