Case Study
Miami Parking Authority
Transforming Miami’s Parking Landscape Through Digital Innovation
Who’s Involved
George Mclean | Senior Business Analyst, Miami Parking Authority
Wilfredo Soto | Senior Operations & Maintenance Manager, Miami Parking Authority
Henry Espinosa | Director of Information Technology, Miami Parking Authority
Angel Diaz | Director of Operations, Miami Parking Authority
Alejandra Argudin | COO, Miami Parking Authority
Customer Takeaways
We knew that mobile payments were the way to go, but didn’t know the complete quantified % of mobile adoption until we used [ParkHub’s] Smarking Business Intelligence Platform. We found that we could make decisions and see the change in the data within weeks.”
Henry Espinosa, Director of Information Technology
We originally wanted to save money by removing the pay stations and switching to mobile payments. We were pleasantly surprised that it not only saved the city over $3 million dollars in maintenance and collection costs, but also increased the total parking revenue by over $45 million dollars in the past 5 years. This was an overall win.
Angel Diaz, Director of Operations
What surprised me the most about the pay station removal program was the community’s easy adoption of mobile payments.
Wilfredo Soto, Senior Operations & Maintenance Manager
The Smarking BI solution provides a unique view into parking payment behaviors, allowing us to strategically manage payment channels across different neighborhoods. As a result, we are providing better parking experiences to the residents, merchants, and visitors at lower equipment installation and operational costs.
Alejandra Argudin, COO
If it were not for [ParkHub], we could not have made such accurate data-driven decisions.
George Mclean, Senior Business Analyst
Summary
The Miami Parking Authority (MPA) partnered with ParkHub in 2017 to initiate mobile payments throughout the city while removing legacy pay stations and meters. The MPA wanted to give parkers convenient payment options while maintaining consistent parking revenue.
The MPA also had to consider the diversity of neighborhoods and payment preferences across the city as it removed pay stations. This transition process typically requires expensive and time-consuming parker payment preference surveys across multiple areas of the city. By leveraging ParkHub’s Business Intelligence platform to make informed decisions, the MPA bypassed the time and resources associated with a large survey process.
The Challenge
Transition from a 40% mobile payment adoption rate to a targeted goal beyond 85%.
Remove underused pay stations without disrupting parking revenue or user convenience.
Adapt to the diverse payment preferences across Miami’s neighborhoods efficiently and effectively.
The Solution
- Data-Driven Pay Station Removal: Using ParkHub’s Smarking BI, the MPA identified and eliminated low-usage pay stations, optimizing for mobile payment adoption.
- Neighborhood-Specific Strategies: Data-driven local parking behavior insights allowed tailored approaches for specific neighborhoods, maximizing mobile payment adoption and maintaining high occupancy and revenue.
- Operational and Maintenance Cost Reduction: By shifting away from physical pay stations to a mobile payment model, the MPA saved significantly on maintenance and operational expenses.
The Results
Increased Mobile Payment Use
Achieved 95% adoption of mobile payments, significantly surpassing the initial goal.
Substantial Savings
Over $3 million in total costs, including $375,000 in equipment and collection costs.
Increased Revenue
An additional $45 million generated over five years for the community.
Pay Station Removal
Successful elimination of pay stations in targeted neighborhoods, adapting to the community’s evolving needs and preferences.
In Conclusion
ParkHub’s partnership with the Miami Parking Authority exemplifies how digital innovation and strategic decision-making can revolutionize urban parking systems. The transition to a primarily mobile payment model streamlined operations and reduced costs while significantly enhancing revenue and community well-being.
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.
Experience How ParkHub Can Transform Your Parking Operations
“ParkHub was designed to revolutionize an antiquated industry by providing an agnostic and open technology platform for finding, reserving, and paying for event parking online. As we expanded, we developed a best-in-class, mobile-point-of-sale device and comprehensive management suite, currently used by hundreds of parking operators, sports & entertainment venues, universities, festivals, & more, at thousands of locations across the U.S. With our recent acquisition of Smarking, we also offer full-scale business intelligence, dynamic pricing, and pre-paid reservation products, utilized by numerous municipalities across the country.”
Chris Elliston
ParkHub Chief Revenue Officer