what we do
We're On A Mission
Ocra helps parking asset owners and operators achieve optimal yield of their parking spaces with a one-two punch of sophisticated software and AI-powered revenue management.
OUR STORY
Built By Former Parking Operators
Our founders started their parking hustle in 2019 by parking cars around the Los Angeles Coliseum, capturing demand from the venue’s many events.
We experienced firsthand the challenges of staffing attendants, setting rates, managing inventory, and preventing slippage – plus all of the operational complexities of using multiple online parking sales channels.
The talented developers on our team built an internal tool for omnichannel management that enabled us to scale. We called it OCRA – short for “one-click rate adjustment”.
When COVID-19 hit, we decided to pivot.
After conversations with 3,000+ parking industry professionals, we built out our B2B SaaS platform to eliminate data silos, defragment technologies, and address the pain points we’re all familiar with.
the early days
Born From A College Bootcamp
Ocra was started at Occidental College, where Ethan Glass first participated in the Oxypreneurship entrepreneurial program.
During a student-led bootcamp in 2018, a simple question sparked what would become the company’s foundation: how could technology better solve real-world challenges?
Ethan enlisted his college soccer teammate, Nate Dunning, and the company that would become Ocra was born.
With mentorship from Occidental faculty, alumni, and Board of Trustees member Dave Berkus – who later became an early investor – Ocra evolved from a campus concept into a platform for modernizing parking.
Featured Company News
Our Executive Leadership Team
Ethan Glass
CEO & Co-Founder
Ethan believes that “a rising tide lifts all ships” and credits the industry’s collaborative spirit for helping Ocra evolve from an event parking operator into a technology platform that maximizes hotel parking yield. His background in design, project management, sales, and fundraising informs his “1+1=3” partnership approach, driving Ocra’s product strategy and market adoption. Under his leadership, Ocra has raised $10M from strategic investors – including Trestle Partners, MCR, and Parker Technology – while scaling quickly and staying true to its vision.
nate dunning
Co-Founder
Nate entered the parking world when he decided to forego his last two years of college to pursue Ocra full time. Working alongside Ethan as an event parking operator, Nate experienced immense fragmentation and disorganization on the supply side and began strategically assessing product market fit for parking's first true omni-channel management platform. He brings experience in growth, customer acquisition, and operations from Afiniti, a DC-based AI unicorn.
chris everton
Chief operating officer
How do you eat an elephant? One bite at a time. Chris has taken this approach over 15+ years in the parking industry of delivering and implementing solutions to big, complex challenges. From working as a valet to deploying proprietary software, managing multi-site operations, and building national growth partnerships, he brings experience across the industry. At Ocra, Chris oversees operations and product to help partners succeed in today’s expanding e-commerce marketplaces.
anthony broad-crawford
Chief technology officer
Anthony Broad‑Crawford is a seasoned technology executive with over 20 years of experience launching award‑winning products for start-ups and Fortune 500 companies. His innovations, recognized by Apple, Google, Amazon, and CES, have driven more than $1 B in measurable revenue. Anthony’s leadership in developing market‑leading solutions consistently delivers real impact and user-loved products on a global scale.
james hansen
head of partnerships
With more than 25 years of experience at the intersection of hospitality and technology, James brings deep expertise in enterprise partnerships, revenue strategy, and market expansion to Ocra as Head of Partnerships. Previously, James served as Vice President of Development at Reeco, Chief Development Officer at OTH Hotels & Resorts, and held senior leadership roles at Hotel Equities, Kolter Hospitality, and Aimbridge Hospitality.
avarie anderson
financial controller
With a passion for real estate, Avarie eventually fell into the parking world and found love for an industry on the forefront of major modernization. Working as a parking operator at Peak Parking for 6 years, she saw the good, the bad and the ugly and set out to be among those who changed it for the better. Focusing on data analytics and accuracy in trends, rates, forecasting, financials, and operations, Avarie has the drive to help elevate the parking industry to a new standard.
sarah becherer
SVP MARKETING
Sarah started in parking in 2017 leading B2B marketing at SpotHero. She joined the Ocra team in 2020 as a consultant, executing its rebrand, and then full time in 2022. She brings 16+ years of experience in demand generation and brand awareness for high-growth B2B tech companies. She leads all marketing initiatives that increase footprint and fuel pipeline for Ocra. She is on the Women In Parking Advisory Committee and is one of the founders of The Parketing Collective – the industry's first community for unparalleled parking marketers.
trae wallace
vp strategy & analytics
Trae has spent his career using data to solve a variety of problems. Most recently, he was Head of Data at Talus Analytics where he worked on modeling, data visualization, and web development for clients focused on public health and natural disasters, including the CDC, NTI Bio, and Georgetown University. Prior to that, Trae tackled more traditional business operations challenges for an assortment of early- to mid-stage technology companies. He kicked off this process with a long stint consulting at Bain & Company, both before and after earning his MBA from MIT Sloan.
jason battle
VP REVENUE MANAGEMENT
Jason is a seasoned parking industry leader with 25+ years overseeing Operations, Finance, Accounting, and Project Management. He lives by two principles: keep it simple (because the simplest solution is often the most effective one) and surround yourself with talented people and inspired them to drive great results. At Ocra, Jason leads the CoPilot program, focusing on the development, implementation and execution of processes to maximize revenue generation for clients.
Our Team: Talent, Tenacity, & Expertise
mrwa abbas
content marketing manager
Mrwa Abbas is a content marketer with over five years of experience in technology and B2B SaaS, combining journalistic instincts with performance-driven storytelling. She holds a master’s degree in journalism, specializing in data reporting, and excels at turning numbers into stories grounded in research and audience insight. She has experience collaborating cross-functionally with product, sales, and growth teams to support go-to-market initiatives.
esmé brown
account executive
Esmé is no stranger to working with innovative companies, having spent the past decade building a successful career with top brands in health and wellness. Notably, she played a key role in the launch of Nike Studios – Nike’s first boutique fitness concept created by the omni-channel fitness powerhouse, FitLab. With expertise in leadership, operations, and sales, Esmé has the hustle, enthusiasm, and proven ability to create exceptional customer experiences and client relationships.
alexander burnes
client success manager
Alexander is a dynamic SaaS professional who has worked with both startups and established tech companies like Salesforce, helping them grow, build key partnerships, and lead teams across the U.S. and internationally. Specializing in complex sales cycles, Alexander excels at creating and implementing strategies that drive success in the fast-changing tech sector. Outside of work, Alexander loves reading, traveling, and spending time outdoors.
leo connelly
technical project manager + founding team member
A founding member of the Ocra team, Leo started his parking career in 2019, joining Ethan and Nate in parking cars for events around the LA Coliseum. Over time, Leo realized the urgent need for software that helps operators manage the complexities of their business. Leo’s early initiatives include leading user research, developing a true disciplined UX process, and designing early features from scratch. Today, Leo is a core member of Ocra’s engineering team who builds innovative B2B software and identifies opportunities for growth.
farrah davis
strategic account manager
Farrah drives revenue growth through strategic partnerships across the parking and mobility space. With a background in revenue operations, she brings a data-informed approach to account strategy, forecasting, and expansion. Farrah works closely with clients to align solutions to operational and financial goals, delivering measurable results while building trusted, long-term partnerships.
nicole defour
quality assurance engineer
Nicole began her career in guest experience within the sports/event industry, which led her to pursue data analytics full time. She gained expertise and analytical depth across supply/logistics, CPG, and the SaaS sector in healthcare and parking at FLASH. When she is not driving quality at work, Nicole enjoys hiking and visiting the coast with family and friends, being a devoted dog mom, and training in Olympic weightlifting and CrossFit.
Mackenzie Demarco
Strategic Account Manager
With over a decade of expertise in both hospitality and customer success, Mackenzie brings a unique, service-oriented perspective to the Ocra team. She excels at building lasting partnerships with organizations of all sizes, leveraging a data-driven approach to help clients scale and thrive. A self-proclaimed foodie, she spends her weekends discovering new favorite restaurants and recipes.
tiffany gabriel
field marketing manager
Tiffany is known for blending creativity with her love for technology and innovation. With a background spanning digital mobility, fitness, training, hospitality, and marketing, she's passionate about bringing ideas to life and connecting with people. Off the laptop, Tiffany can be found on a Pilates/yoga mat, lost in a podcast, or chasing the next adventure that makes life healthier, happier, and a little brighter.
corey jennings
revenue optimization manager
Corey has 11+ years of experience in the parking/mobility industry, managing almost every type of operation from healthcare to commercial. His focus throughout his career has been driving revenue through traditional and non-traditional channels. As an operator, he discovered that taking actions that result in direct increases in revenue for clients and shareholders is an incredibly rewarding experience.
ben joseph
account executive
Ben brings a competitive edge and a solutions-oriented mindset to SaaS sales, shaped by years in fintech and cybersecurity. With a strong foundation in business development, he thrives on solving problems with clarity and urgency. A former collegiate rugby player, Ben brings the same discipline and drive to helping customers succeed. Outside of work, he enjoys a life centered around fitness, golf, hiking, and attending DC sports games.
HONGZHOU LIU
REVENUE OPTIMIZATION ANALYST
Hongzhou has built his career in the parking technology sector, with experience spanning client success, data, and revenue operations. His work centers on leveraging technology and data-driven insights to help clients and partners better serve their customers. Outside of work, he enjoys hiking, exploring new places, and spending time with a good book and his Pyrenees/Lab mix, Duke.
Rob Lucado
Strategic Account Manager
Rob's career is defined by his expertise in hospitality operations and SaaS. By leveraging a strong financial background and a deep understanding of operational workflows, he utilizes data analytics to drive measurable results and enhance customer satisfaction. Rob excels at forecasting and presenting data-driven solutions that align with client goals, fostering long-term relationships that consistently grow revenue. He is an avid traveler, outdoor enthusiast, and food connoisseur.
meagan mckinnon
director of operations
Meagan’s career began in hospitality, from live events to hotels where she worked in food and beverage, managing functions like room service, restaurants and bars. In 2014, Meagan moved from her lifelong home of Florida to Chicago and soon gave up the late night bar shifts for a role at ParkWhiz where she spent 7+ years building and scaling operations. Her interests include home improvement, crafts, volunteering, and spending time with her foster kitty, Marty Mouser.
travis miller
front-end engineering lead
Travis has over 20 years experience as a full-stack developer in a variety of industries – including custom application development, e-commerce, e-learning, digital marketing, and publishing. Although not a UI specialist by training, he particularly enjoys building clean, intuitive interfaces for users to interact with and has created over 400 websites in his career. In his free time, Travis enjoys hiking, craft beer, and reading about history and culture.
meg parrish
account executive
Meg is a seasoned SaaS sales professional with a strong foundation in hospitality, giving her unique insight into what drives business performance. With decades of experience, she excels at helping companies maximize ROI by unlocking the full potential of their tech tools. A data-driven strategist, Meg has a track record of turning insights into growth across industries. Originally from New York, she now lives in North Carolina, where she enjoys the outdoors – from the beach to the mountains – with her husband and three sons.
Giovanni Pansera
Revenue Optimization Manager
Giovanni is drawn to high-stakes environments where strategy and execution have to meet. His career in hospitality revenue management has been defined by a persistent focus on performance, managing complex multi-property portfolios. In 2025, he was recognized as the #1 RPI impact performer in his division, a result built through rigorous market analysis and experience across some of the most demand-intensive event calendars in the industry, including the Coachella festival and The Masters tournament. Outside of work, Giovanni is either on a soccer field or traveling the world.
Keana Patterson
Implementation Manager
Keana’s career spans hospitality, aviation, and social services. In SaaS, she found her niche building and scaling post-sales operations. With experience leading implementations, support, and customer success operations, she is passionate about turning complex processes into systems that help both customers and teams thrive. Known for her cross functional approach and steady leadership, she brings empathy and structure to fast growing environments. Outside of work, she enjoys reading thrillers, sewing, crocheting, puzzles, and traveling.
chandler sedberry
account executive
Chandler is a results-driven SaaS sales professional with a strong background in EV infrastructure and emerging technology. She is known for building trusted relationships, driving revenue, and navigating complex sales cycles. A former competitive ski racer, Chandler brings focus, grit, and a winning mindset to every opportunity. She thrives in fast-paced environments and has been featured as a speaker at industry panels and events.
darren tiffany
revenue optimization manager
Darren has 12+ years of industry experience, with a background in operations. He pivoted from site-level management into implementing revenue control processes and optimizing labor efficiency on a regional level. Exposure to several different markets opened his eyes to the opportunity to identify, negotiate, and secure new revenue channels. Darren led strategic marketing initiatives across 17 markets, with some reaching over 400% growth. In his free time, he enjoys working on classic cars and restoring vintage machinery.
VERONICA VARGAS
LEAD REVENUE ACCOUNTANT
Veronica’s background spans nearly two decades in hospitality, with a focus on food and beverage leadership across restaurants, hotels, and large-scale events. After transitioning into operations and executive support roles, she found a passion for helping teams run more efficiently behind the scenes. Veronica joins Ocra excited to contribute her experience to a fast-growing company with a sharp mission. Based in Austin, TX, she’s a fan of movie nights, live music and comedy, and story-rich video games.
thomas weaver
HEAD OF PLATFORM ENGINEERING
Tom has spent his career ensuring databases play nicely with servers to help realize product requirements across a variety of industries, with a focus on building low-latency and performant solutions. Most recently, he was in charge of a real-time push locations framework for millions of users of Citizen, a location-based safety app. His framework consistently outperformed that of the New York Times, Twitter, and various other news-focused organizations. At Ocra, he applies industry best practices to an already solid platform.
CHOLE WHITE
senior accountant
Chole landed in parking 8 years ago and quickly realized it was more than just garages – it was an industry ready for growth. She’s since tackled ERP migrations, streamlined reporting, and kept multi-location portfolios running smoothly. At Ocra, she makes the financial side simple so operators can focus on growth. A self-proclaimed parking nerd, Chole will happily talk garages and spreadsheets – preferably over a strong cup of coffee.
AMELIA WILLENBORG
REVENUE OPTIMIZATION MANAGER
Amelia is a revenue strategy leader with a decade of experience in the hospitality industry. She specializes in optimizing financial performance through data-driven pricing strategies and competitive market analysis. Amelia loves collaborating with operational and commercial leaders to identify growth opportunities and maximize profitability. Her art degree allows her to bring a creative, strategic lens to complex analytics. Currently based in Colorado, Amelia is an avid lover of hiking and all things outdoors.
