Today’s venues operate a complex combination of duties, from engaging fans to ensuring security, managing food and beverage services and VIP spaces, and navigating ticketing markets. The organizers and operators of large-scale events must juggle countless responsibilities aimed at not only ensuring the comfortable and efficient movement of people from arrival, during the event, and to departure but also creating the safest and secure environment possible. One very crucial component is parking.
Parking significantly impacts attendee satisfaction. Further, large-scale events are one of the few activities that must support the arrival and departure of most attendees (and their vehicles) around the same time, resulting in traffic congestion, pedestrian / vehicular conflicts, and delays.
Event patrons today have high expectations when it comes to parking convenience, safety, and sustainability.
A recent survey conducted by an NFL team revealed that a staggering 40% of their premium seat holders’ game-day experience impressions were linked to parking. This finding highlights the profound impact of parking on guest perceptions, as well as underscores the parking industry’s focus on leveraging technology to enhance guest experiences and operational efficiencies.
Understanding Event Parking Expectations and Trends
Event patrons today have high expectations when it comes to parking convenience, safety, and sustainability. They look for seamless entry and exit processes, efficient payment options, and security measures that provide a level of comfort for their personal safety first, as well as the security of their vehicle while they are inside. Accessibility and inclusivity are also critical considerations, with venues expected to provide designated parking for individuals with disabilities. Moreover, sustainability initiatives such as electric vehicle charging stations and bike-sharing programs are gaining traction as patrons become more environmentally conscious and utilize these resources in more instances.
Another trend gaining traction is the integration of mobility solutions and alternate transportation. Many venues have already or are exploring partnerships with ride-sharing services and public transit agencies to provide seamless transportation options for event attendees. As urban and even suburban areas become more congested, providing alternative transportation options can alleviate parking demand and reduce traffic congestion around event venues, leading to a more comfortable social experience for all while also alleviating some of the issues related to parking.
Best Practices for Event Parking Management
As entertainment venue owners and operators continue to identify and understand the value of effectively implementing parking management practices and technologies, they will create further opportunities to enhance the overall patron experience. As parking professionals, we are tasked with working closely with these stakeholders to help them understand the options they have, as well as the important role parking plays as the first and last interaction most attendees have when visiting their venues.
Just like that recent NFL survey proved, many attendees note parking as having a major impact on fan and patron perceptions. For many fans, their event experience begins at the sight of the first brake light. Even as industry experts who should be the most well-versed when it comes to parking strategies, many of us have likely cited our own parking encounters as reasons to attend (or not attend) an event. These events are meant to bring people together, foster community, and create happy memories. Parking shouldn’t be a reason that people don’t feel comfortable participating.
Facilitating a combination of parking best practices can help to ensure the best event experiences possible. Here are just of few of the strategies that can lead to happy patrons and organizers:
- Comprehensive Traffic Management: Effective traffic management is essential for minimizing congestion and ensuring smooth ingress and egress. Conducting thorough traffic impact assessments, implementing clear signage and wayfinding systems, and deploying trained personnel to manage traffic flow are key components of successful traffic management strategies.
- Technology Integration: Leveraging integrated parking technologies enhances the guest experience and streamlines parking operations. Mobile payment platforms, eCommerce parking permits, license plate recognition systems, and parking reservation apps optimize parking utilization and improve efficiency. Additionally, data analytics enables venues to make informed decisions and identify areas for improvement.
- Enhanced Guest Services: Providing personalized and premium guest services sets venues apart. Valet parking options, VIP parking areas, express entry, and on-site guest mobility solutions cater to the needs of all patrons.
- Sustainable Parking and Transportation: Implementing innovative initiatives such as electric vehicle charging stations, shuttle transportation programs, and express entry/exit solutions to minimize vehicle idling and emissions demonstrate a commitment to environmental stewardship and resonate with eco-conscious patrons.
- Diverse Parking Payment Options: Depending on the venue type, patrons may be met with several payment options, including cash handling, prepaid passes, mobile payment apps, pay stations, text- or scan-to-pay, and more. Providing a variety of options based on the individual’s preferences and abilities will significantly reduce potential stress while allowing them to quickly park and be on their way.
- Fan Facing Applications: Many venues provide online options for fans to manage their tickets and parking passes, loyalty programs, plan their parking destinations and routes, etc. Many solutions available today can seamlessly allow guests to purchase and store their parking credentials in their digital wallets. Some applications use driving guidance system integration, like Waze, to direct patrons to the venue based on a site’s command center and movement of traffic plans.
- Business Intelligence Platforms: Venues can use these solutions to consolidate the data generated from their parking operation to provide usable visuals that help make informed decisions. These can be custom-built or off-the-shelf. Data focused on arrival times, visitation frequency, parking location, payroll, weather, statistics by event type, etc., help create a true 360-degree view. Additionally, these data points are converted into monetization strategies that can be deployed to either drive revenue (both in the parking lots and in the venues) or cut operating costs.
Venues Maximizing their Parking Experiences
Truist Park at The Battery – Atlanta, GA:
Located in the heart of downtown Atlanta, The Battery Atlanta is anchored by Truist Park, home of the Atlanta Braves™. The two-million-square-foot mixed-use destination, also home to the 4,000-seat Coca-Cola Roxy™ live music venue, offers a vibrant, year-round event destination.
During events at Truist Park and the Atlanta Braves games, attendees experience comprehensive event parking management.
During events at Truist Park and the Atlanta Braves games, attendees experience comprehensive event parking management. The operation covers on-site and off-site facilities, including seven garages, 25 off-site parking lots, and 60 on-street meters. It also includes ambassador and shuttle services, providing a variety of stress-free parking options for patrons of The Battery Atlanta.
Empower Field at Mile High:
Located adjacent to Denver’s original Mile High Stadium, Empower Field at Mile High stands at an elevation of 5,280 feet above sea level. Offering views of both the Rocky Mountains and Denver’s skyline, the stadium offers a truly unique crowd experience for more than 76,000 fans.
In addition to providing a quality in-game experience, Empower Field at Mile High has prioritized patron parking. Expanded parking inventory and advanced reservation options have reduced on-site parking demand and improved traffic flow at the venue. Further, the parking team has implemented both license plate recognition and on-site payment solutions, creating more streamlined parking interactions while facilitating the site’s 365-day use.
L&N Stadium
L&N Stadium is home to the University of Louisville football team. It can host more than 60,000 fans at Cardinal home games each year.
Just before the 2022 football season, the University of Louisville implemented a parking vendor transition for its 5,000+ parking space operation. The transition resulted in several operational improvements, including conversion to a new digital parking system, enhanced signage, and streamlined traffic flow. These adjustments significantly reduced expenses for the University while still elevating fan service.
CPKC Stadium
CPKC Stadium is the home of the Kansas City Current women’s soccer team. The 11,500-seat stadium is the first dedicated women’s sports stadium in the world. Located in the heart of downtown Kansas City, it hosts attendees of all the KC Current home games.
CPKC Stadium: The 11,500-seat stadium is the first dedicated women’s sports stadium in the world.
When parking demand skyrocketed due to the completion of the new stadium and the new event schedule, there was a limited supply of available parking in the venue and the surrounding area. Further, the new destination created several traffic challenges for the area in and around the development. However, the organization and parking operator worked together to identify several off-site parking locations nearby and sell permits in advance of game days through an embedded website widget. The team also coordinated a shuttle bus program to transport attendees from the satellite lots to the venue.
Elevating the Fan Journey
The goal of event parking is not just to provide a place for attendees to park their vehicles; it’s about enhancing the overall event experience from beginning to end while giving fans pleasant memories and inspiring them to return. Parking plays a crucial role in shaping the overall guest experience at events of all types. By implementing best practices, embracing emerging trends, and fostering collaboration, the owners and organizers of these venues can optimize parking operations and significantly elevate the event experience for patrons.
The evolving trends in event parking reflect a growing demand for convenience, safety, and accessibility. Patrons expect efficient entry and exit processes, diverse payment options, and safety measures that prioritize their well-being first and the security of their vehicles second. Successful event parking requires a comprehensive combination of traffic management strategies, technology integration, enhanced guest services, sustainable parking initiatives, diverse payment options, fan-facing applications, and custom-built business intelligence platforms. These solutions not only optimize parking operations but also contribute to overall guest satisfaction and revenue generation.
Event parking is a multifaceted endeavor that requires careful planning, strategic execution, and ongoing innovation. By continuously striving to improve parking operations, venues can create positive and memorable experiences for attendees and ensure that their events are remembered for all the right reasons. ◆