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AT&T STADIUM HOME OF THE DALLAS COWBOYS

In 2014, AT&T Stadium, home to the Dallas Cowboys, needed a solution to improve their parking operations for both operators and visitors, while also providing greater visibility into their inventory and revenue. ParkHub stepped in for their opportunity to impress with their proprietary tools and strategy.

THE CHALLENGE

ADOPTING A MULTI-PAYMENT SYSTEM

Before ParkHub, AT&T Stadium worked on a “two-part ticketing system” meaning they only accepted cash or pre-paid parking. This limitation significantly slowed the transaction process and dissatisfied the venue’s customers who expected to have an option to pay by credit card.

REPLACING THE MANUAL TRACKING SYSTEM

Limited payment methods also limited venue management’s ability to accurately account for inventory. Each night ended with the “cash out” process. Often, attendants would have less cash than they should. With pre-paid tickets, parking attendants had to physically hold on to the ripped stubs along with their cash. This inefficient, manual system provided no protection against human error, slippage or ingress issues.

INCREASING VISIBILITY INTO OPERATIONS

AT&T Stadium lacked the ability to make real-time decisions within their operation. Without the ability to track payment transactions or inventory, operators had little to no insight into their lot’s opera- tion during the event. This made it very difficult to make live tacti- cal decisions to optimize the lot.

THE RESULTS

ParkHub detected 600 invalid parking passes (i.e. fraudulent and duplicate passes) during the first three ParkHub-managed events, resulting in a potential savings up to $75,000

Fan Satisfaction Score related to parking increased from 50% in 2014 to 86% in 2015

Parking revenue increased over $911,500 from fiscal year ending in March 2017 The stadium saw a 700% ROI in parking revenue for fiscal year ending March 2017

THE SOLUTION

ParkHub started by implementing Prime, a mobile point-of-sale device that processes and tracks cash, credit card, and NFC (Apple Pay and Android Pay) payments, and scans and validates pre-paid passes. Prime helped reduce the amount of cash atten- dants were responsible for and increase efficiency.

Management gained access to Portal, a parking intelligence system which connects directly to Prime. The Portal dashboard enables users to view and organize parking transactions by time, payment method, lot, or attendant during and after events. It also provides real-time insight into lot occupancy and per-lot revenue which empowers venue operators to enforce accountability with each of their attendants.

THE RESULTS

ParkHub detected 600 invalid parking passes (i.e. fraudulent and duplicate passes) during the first three ParkHub-managed events, resulting in a potential savings up to $75,000


Fan Satisfaction Score related to parking increased from 50% in 2014 to 86% in 2015


Parking revenue increased over $911,500 from fiscal year ending in March 2017

The stadium saw a 700% ROI in parking revenue for fiscal year ending March 2017

“ParkHub’s parking management has dramatically improved our fans’ arrival into the parking lots and improved our internal controls and operational efficiency.”

Jerry Jones Jr.

Dallas Cowboys Executive Vice President
Chief Sales & Marketing Officer

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