Improving the guest experience by simplifying parking
The Miami Marlins improved their guest experience by streamlining parking with Security Center AutoVuTM. With many pre and post-game payment options to get in and out of the ballpark faster, fans can spend more time cheering and less time in lines.
The company
The Miami Marlins are a Major League Baseball team that began as an expansion team in 1993 as the Florida Marlins. They won the World Series twice, in 1997 and 2003. Since 2012, their home base has been loanDepot park, a high-tech LEED and WELL-certified retractable roof ballpark with a modern design that is quintessentially Miami – contemporary architecture with flavors of South Florida throughout. The facility also hosts other large-scale events such as concerts, soccer matches, college football games, and conferences.
The challenge
loanDepot park is located within a residential neighborhood in downtown Miami with challenging roadways and few mass transit options. The resulting congestion on game days had become a big pain point for fans. On busy game days, wait times to pay and park were so long that some fans were missing the first pitch because they were still stuck in line. Adding more pre-payment options helped get people into parking lots faster, but with over 5,500 parking spaces to fill, clearing cars through the queue was still taking too long.
The solution
Simplifying guest parking payment
Payment is collected before, during, or after events in various ways – none of which requires waiting in line – using the AutoVu Pay-by-Plate Sync plugin. Guests can pay using mobile parking apps or pay stations on site. Fixed AutoVu ALPR cameras at entrance and exit points validate compliance.
Enhancing stadium parking compliance
Enforcement cars equipped with AutoVu ALPR readers drive around the parking facilities, scan license plates, and identify people who have not already paid. Those people are then issued promissory notes, notifying customers that a citation will be issued in 24 hours if they do not pay for parking.
Tracking VIPs and seasonal members
The system can cross-reference license plates with those belonging to staff and match customers on VIP or season ticket member lists. The Miami Marlins can use this information in various ways such as offering exclusive parking options to these special guests.
“I’ve never been to a large venue where traffic and congestion aren’t a concern. The Genetec™ solution aims to address that concern for any size venue. It removes the frustration of waiting in long lines, helping improve guest satisfaction.”
Mike McKeon, Owner, Parking Partners
Results
By using AutoVu Free-Flow and Mobile Post Payment, the Miami Marlins were able to drastically reduce queues and facilitate post-payment for parking. loanDepot park is the first facility in professional sports to adopt this free-flow method of parking at all on-site parking facilities. After implementation, parking wait times were reduced, dramatically improving the fan experience on game days.
Parking payment compliance is approximately 97%, and the more efficient system saves an estimated $300,000 per year in operational costs. Less traffic and congestion around the ballpark has also created a better experience for event attendees. Fans are now able to enter the ballpark faster and have more time to visit concession stands and team stores prior to first pitch.