On April 29, 2026, IPMI Hosted a Learning Lab session titled Applying Game Day Best Practices to Campus-Wide Events presented by JustPark.

 

Presenters:

Drew Lee, VP, Strategic Partnerships, JustPark

Brett Litteral, Director of Operations, CampusPark, The Ohio State University

Brian Riggs, Parking & Traffic Program Manager, University of Notre Dame

Summary:

The Learning Lab focused on applying game day best practices to campus-wide events. Moderated by Drew Lee (JustPark), the session featured Brian Riggs (University of Notre Dame) and Brett Litterell (Ohio State/CampusParc), who shared insights from managing large-scale concerts and third-party events. They emphasized key differences from football operations, including a higher volume of first-time visitors at concerts. Discussion topics included real-time data management, pre-event communication, and coordinating simultaneous events across campus. The panel also covered challenges like parking capacity, cashless payments, traffic control, and integrating platforms such as JustPark and Ticketmaster, along with considerations for towing, rideshare, and medical staffing.

Key Takeaways from the Learning Lab Session:

Large-Scale Stadium Parking Management
Brian Riggs (University of Notre Dame) and Brett Litterell (Ohio State/CampusParc) manage high-volume operations, with Notre Dame handling up to 80,000 attendees and 8,000 to 9,000 vehicles, and Ohio State overseeing 38,000 spaces and 50 to 75 events monthly. Both noted concerts differ significantly from football games, particularly due to a higher number of first-time visitors unfamiliar with campus layouts. This shift requires more proactive planning around wayfinding, staffing, and customer experience.

Concert Communication Improvements
Following early challenges such as the Garth Brooks concert in 2018, Notre Dame overhauled its pre-event communications to prioritize parking and arrival logistics. They also adjusted operations based on later peak arrival times, typically around 5 to 6 PM instead of early morning football traffic. These changes improved traffic flow and reduced congestion during critical ingress periods.

Event Management and Parking Operations
Real-time data tools like JustPark now allow teams to monitor parking capacity hourly and make informed decisions from a centralized command center. Brian coordinates closely with police, fire, medical, and security teams to manage both planned and unexpected issues. This approach has replaced slower manual methods and significantly improved responsiveness during events.

Parking Logistics on Campus
Managing parking across a university campus introduces added complexity compared to a single venue environment. Teams must balance the needs of students, faculty, patients, and event attendees simultaneously. Clear communication, strong data infrastructure, and stakeholder coordination are essential to avoid conflicts and maintain access.

Operational Challenges
High event volume and frequent weekday scheduling require constant coordination across departments and external partners. Staffing, access control, and permit adjustments must be continuously managed to align with campus activity. Multi-venue operations further increase complexity and demand detailed planning.

Strategies and Technology
Panelists emphasized the importance of adapting strategies for different event audiences and leveraging real-time data to guide decisions. Tools like ParkMobile, JustPark, and T2 support enforcement, pricing, and operational efficiency. Additional technologies such as QR codes and drones enhance visibility, communication, and traffic management.

Additional Considerations
Key topics included towing protocols, rideshare coordination, and the transition to cashless payment systems. Teams also plan for medical staffing, safety coverage, and traffic control infrastructure such as lighting and signage. These elements collectively support a safer and more efficient event experience.

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