Live Nation Slashes Parking Wait Time and Boosts Profits With ParkHub

Ingress reduced by 30 minutes and $750K in concessions revenue increase attributed to ParkHub technology.



Executive Summary

For 2016, Michael Hughes, parking director at the BB&T Pavilion in Camden, New Jersey, was tasked to move all parking services in-house to give Live Nation customers a more streamlined experience with parking. The goal of this decision was to optimize services and cut costs. ParkHub helped them do just that. With the assistance of Prime (our handheld point of sale mobile device) and Portal (our cloud-based dashboard that provides real-time information) patron wait times and internal theft decreased, while parking and concession profits increased.

About BB&T Pavilion

Opened in 1995 and originally named the Blockbuster-Sony Music Entertainment Centre (or E-Centre), the BB&T Pavilion is a year-round Live Nation venue that sits at the heart of Camden, New Jersey. With a 25,000 seat capacity, the venue attracts thousands of people to its rock, country, pop and even gospel shows. BB&T Pavilion boasts a view of the Philadelphia skyline, a large lawn for large summer crowds, technological enhancements that include large HD screens, and top-of-the-line sound equipment. It also fully functions as an enclosed climate-controlled theatre, allowing access to seasonal performances and concerts all year round.

"People do weird stuff when they get cash in their hands."

- Michael Hughes - Director of Parking, BB&T Pavilion

The Challenges

Poor Customer Payment Options

BB&T Pavilion frequently encountered credit card transaction failures due to weak connectivity around the building. This led to missed revenue opportunities and frustrated customers.

Long Parking Wait Times

Customers would experience 45 minute to 1 hour wait times just to park. Some customers would even miss the show they paid for by the time they found a spot and parked. Post-event customer satisfaction ratings reflected this, showing a 55% positive rating.

Prevalent Cash Slippage

Additionally, theft by parking attendants was cited as the biggest staff issue before ParkHub. Using a system of rollover tracking devices with integrated clickers to count vehicles, coupled with manual cash accounting procedures, slippage was prevalent and difficult to track.

How ParkHub Helped

BB&T Pavilion deployed 40 of ParkHub’s Prime mobile point-of-sale devices, along with the Portal business intelligence suite.

Since on-boarding in April 2016, Hughes said that orientation with ParkHub was very hands on. He said that 75% of sales were from credit cards, and that eventually normalized to around 10-15% for other events.

Additionally, Hughes said Portal was a major asset. Real-time reporting greatly aided the parking operators. “Being able to look at that is huge on my end so I know what to put in at that place and time,” he said. “The ParkHub team were hands on and just as much as part of the team as anyone as far as it goes in my mind,” Hughes said. “They rolled up their sleeves and got their hands dirty, and that’s what operations is about.”

The Results

  • Customer parking time was reduced from 45-60 minutes to under 30 minutes
  • Post-event customer surveys showed an increase in positive ratings from 55% to 82%
  • Cash slippage was reduced using Portal and Prime’s inventory and cash tracking systems
  • Faster parking resulted in faster building ingress, which translated into a $750,000 increase in concession sales in just 4 months

 

Thanks to the real-time tracking capabilities of Portal, Hughes could also easily track (and therefore prevent) employee theft. “I was able to spot check on inventory,” he said. Additionally, Hughes said they have received very positive feedback on the guest experience overall, from the parking process to getting in the venue. According to Live Nation post-event surveys, the numbers have increased from a 55% positive customer satisfaction rating to 82% since on-boarding with ParkHub. “Everyone is ecstatic with the whole operation,” Hughes said. Customers were able to make it early for their events, which left time for tailgating and purchasing concessions and merchandise.



"The ParkHub team were hands on and just as much as part of the team as anyone as far as it goes in my mind. They rolled up their sleeves and got their hands dirty, and that’s what operations is about."

- Michael Hughes - Director of Parking, BB&T Pavilion

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