ParkHub Revolutionizes Parking at Dallas’ American Airlines Center

In 2015, Billboard Magazine named the American Airlines Center the “5th Busiest Arena in the United States” and the “10th Busiest in the World”1. The American Airlines Center opened its doors in 2001, and since then has become one of the nation’s best selling arenas in sports and entertainment. This year-round venue hosts the Dallas Mavericks and Dallas Stars, as well as a multitude of high profile concerts and big name shows.

THE CHALLENGE

Cash Only Process

American Airlines Center was predominantly a cash-only operation and lacked accurate controls for the balance of prepaid parking which made ingress a deliberate and slow process for customers and event attendees.

No Real-Time Tracking

The venue needed the ability to see all cash transactions at the attendant level to create a culture of accountability, prevent slippage, and give their parking operators and lot managers a better way to make staffing and operational decisions.

Ticketmaster Validation

The system in place at the American Airlines Center needed to integrate all parking passes and validate barcodes issued by vendors, specifically Ticketmaster, while tracking all cash transactions and accepting credit cards simultaneously.

THE RESULTS

Average revenue per parking transaction increased up to 73%

Total parking revenue experienced a 48% lift due to optimization

ParkHub created a revenue channel that generated almost 25,000 transactions

THE SOLUTION

In June 2014, ParkHub installed their point of sale system, Prime, allowing the American Airlines Center to track all cash payments, accept credit cards over wifi, and scan pre-paid passes overnight. In early 2015, ParkHub upgraded Prime’s connectivity to include LTE and offline modes in addition to wifi, and also allow for NFC transactions, such as Apple Pay.

Portal, the parking intelligence system that monitors lot occupancy instantly and communicates directly with Prime, allows American Airlines Center’s parking operators to
quickly make decisions regarding pricing, staffing, and logistics. Every transaction is displayed on an interactive dashboard in real-time, down to the individual employee level. Managers know exactly when to divert traffic from one lot to another, decreasing bottlenecks and ingress time.

ParkHub was also able to solve the other biggest problem for the American Airlines Center: effectively integrating seamlessly with Ticketmaster’s prepaid system. “I’ve been trying to get someone to interface with Ticketmaster since I started here 18 years ago,” explains Courson. “I wanted to get an integration together where a patron could come in with a single barcode, swipe into the garage, scan their ticket, and pick up pre-paid merchandise and food. The industry is moving to a model where everything can be purchased in advance, and I want us to be ready for that. I put ParkHub on notice as a test, and within one month they had a parking integration in place for parking access control and it’s worked like a charm.”

THE RESULTS

Average revenue per parking transaction increased up to 73%

Total parking revenue experienced a 48% lift due to optimization

ParkHub created a revenue channel that generated almost 25,000 transactions

"Employees had no issues operating the ParkHub products. You could see the results in the cash deposits at the end of the night because Prime made it more apparent when bad employees tried to walk off with cash."

Jeff Rodgers

Director of Parking,
American Airlines Center

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