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Bridging On-Street and Off-Street Parking Through Private Sector Collaboration

They say you never get a second chance to make a first impression.

The First and Last Impression

Ticket-by-Mail Takes Off in Galveston with Promising Results

It’s All About Integration

stock.adobe.com / sambath Destination and event parking presents a unique set of challenges, whether at an entertainment or sports venue, a higher education campus, a healthcare campus, or a combination of these facility types. However, there are some commonalities amongst the various event and destination parking environments, and at the forefront of many operations is the improvement of the guest experience. Whether intended or not, improving the guest experience can also have a positive environmental impact, as many of the recommended solutions provide experiences that reduce emissions and air pollution, and help restore damaged habitats. What are event venues doing to improve the guest experience? Entertainment and athletic venues, including collegiate sports venues, are taking significant steps to improve the fan experience in various ways, starting with the initial ticket purchase. In many instances, ticket sellers are offering the option to purchase parking at the same time a patron purchases their tickets. If the fan opts out of purchasing parking at the same time, most organizations provide additional options and reminders to prepay for parking in forms such as: “Know Before You Go” emails Push notifications Text notifications Social media posts Prepaid parking passes reduce the amount of time it takes to fill a lot by decreasing transaction times. Rather than accepting cash or processing a credit card, the pass is simply scanned, and the vehicle can enter. Vendors are also enhancing broadband networks to improve credit card transaction speeds if payment is accepted onsite. Pre-event communication and event venue websites are increasingly offering directions to parking locations through integrations with the most widely used GPS navigation systems, such as Google Maps and Waze. Fans can simply click on their destination link and be taken to the GPS navigation. Businesses can also collaborate with the GPS providers to create the desired route to each parking location and communicate any road closures associated with the event traffic. These initiatives aim to enhance the experience before the fan even leaves their house by preparing them for their journey to the destination, which helps alleviate traffic congestion, circling, and idling. By providing a more seamless way to reach one’s destination, businesses help reduce emissions and operate more sustainably. Venues aren’t solely relying on pre-event communications to help guests arrive at the destination through the path of least resistance. En route and on-site wayfinding advancements are helping traffic control as fans approach their destination. There are numerous wayfinding options, such as full variable matrix signs, static signage, and lane indicator signage, to help guide patrons to their designated lot as they approach the venue. Additionally, utilizing a city’s existing highway DMS signage can assist event goers before they reach their destination. Smart traffic management for events is a critical component in providing safe and sustainable event operations. Real-time traffic monitoring and signal management, combined with event-specific traffic management plans, should be implemented to mitigate congestion and enhance safety. Transportation Network Companies (TNCs), such as Uber and Lyft, may also reduce single-occupancy vehicle use. As the adoption of this form of transportation increases, large venues are faced with the problem of long wait times for pickups, and the surge in usage can cause pedestrian and vehicular conflicts. Geofencing designated rideshare pickup and drop-off areas has certainly helped, and many venues are creating more welcoming and safer rideshare areas that include covered waiting areas with lighting and digital displays. While there is still more work to be done in this area, and the verdict on the impact of TNC companies on event operations remains to be seen, improvements are being made. How are non-event destination parking locations offering improvements? Destination parking is not solely for events. Healthcare campuses are also improving the way patients experience parking. Healthcare providers are beginning to include parking information during appointment confirmations. This is similar to the “know before you go” emails, which can include options such as prepaying for parking, GPS navigation, pricing, and more. This is beneficial for all types of healthcare campuses, from smaller suburban satellite campuses to large, urban medical centers. Smart garages that incorporate parking guidance and wayfinding are becoming increasingly common in healthcare facilities, retail environments, and airports, particularly with new construction. Easily locating ADA spaces and open visitor spaces is crucial to the patient/visitor experience and, in turn, provides more sustainable solutions that help reduce emissions. The inclusion of EV charging stations is also becoming more available in these destination parking markets. Whether attending a concert or an eye exam, catching a flight or a movie, organizations are continually working to enhance the visitor’s experience. Providing sustainable solutions that not only enhance the experience but also improve the environment are some of the best ways to invest in parking event management now and in the future. As technology and infrastructure continue to evolve, it will be exciting to see the new and innovative impacts on event and destination parking. ◆

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