Case Study
Macerich
Business Intelligence for Parking –
Leveraging ParkHub’s BI Tool at Macerich
Peter DeLucia Jr. | Property Manager
Rodolfo Donadi, CPP | Manager, Parking Strategy & Operations
It is important for us to balance increased parking revenue with customer satisfaction. We are in the business of serving shoppers, and being able to more effectively manage our parking operations through ParkHub’s data helps us to achieve our mission.
Peter DeLucia Jr. | Property Manager
This rate increase was a success. We analyzed the rate changes using ParkHub’s Business Intelligence Platform. We were able to measure the impact that the rate change had on occupancy and revenue. We would be in the dark without ParkHub.
Rodolfo Donadi, CPP | Manager, Parking Strategy & Operations
Macerich, a fully integrated, self-managed, and self-administered real estate investment company, wanted to ensure every customer had a place to park at its retail regional town centers around the country. Macerich partnered with ParkHub to improve occupancy tracking and make informed decisions about parking rates at all of their commercial assets with paid parking. The goal was to make sure that every customer had easy access to parking, so optimizing parking rates to incentivize parking turnover was important.
The Solution
Macerich sought to optimize parking rates at two of its properties, and they used ParkHub’s “Smarking BI” tool to measure the impact of those rate changes. ParkHub’s Business Intelligence tool provided insight into the performance of pricing and operating decisions. Macerich created multiple parking rate tiers at one property and upped the rate at another property, then measured the effects of the rate changes.
Property 1— On May 1, 2022, multiple parking rate tiers increased
Property 2— On July 1, 2022, the $5/hour price tier increased to $6/hour
Learn More
With integrated payments, devices, and business intelligence, ParkHub is paving the road to a brighter digital future. On that road, ParkHub customers are driving away from cash, quickly and seamlessly.