Case Study
Premier Parking
Proactive Pricing Strategy Powers Revenue Recovery in Challenging Times
Who’s Involved
Lisa Sprouse | CPP, Chief Marketing Officer at Premier Parking (Acquired by Metropolis Technologies in March 2022)
Customer Takeaways
Our finely-tuned yield management approach combined with the use of ParkHub’s Smarking BI data analytics dashboard has allowed us to not only identify new, seemingly hidden, opportunities for revenue optimization but also has allowed us to develop our own guidebook for the many crucial factors to review when assessing potential performance of a specific rate type.
Lisa Sprouse, CPP, Chief Marketing Officer at Premier Parking (Acquired by Metropolis Technologies in March 2022)
Summary
During the pandemic-related closures, Premier Parking, which was acquired by Metropolis Technologies in March 2022, experienced a steep decline in parking revenue. To combat revenue losses, they deployed a proactive pricing strategy that leveraged ParkHub’s Smarking BI solution. Premier Parking used data analytics to refine pricing strategies and efficiently allocate staffing. The approach achieved occupancy and revenue improvements that positioned them ahead of many garages in North America.
The Challenge
Address pandemic-induced parking revenue decline while maximizing revenue opportunities.
Create an adaptive pricing strategy to cater to fluctuating market demand.
The Solution
Proactive Pricing Strategy
Premier Parking employed a proactive pricing strategy focused on maximizing revenue opportunities and occupancy through precise pricing adjustments. Their Yield Management Specialist used historical data, year-over-year (YoY) performance, and real-time market information through ParkHub’s Smarking BI dashboard to determine and regularly refine parking rates.
Dynamic Pricing Implementation
Premier Parking automated the pricing process by leveraging the dynamic pricing tool in the Smarking BI solution. This tool adjusted parking rates based on real-time local demand, allowing owners to benefit from a streamlined, data-driven pricing approach.
Real-Time Data Analytics
The data provided by Smarking BI also supported Premier Parking’s strategic decisions by offering real-time visibility into asset performance. Smarking BI centralized key data for all parking assets, enabling efficient analysis.
The Results
Revenue Recovery
Premier Parking recovered 79% of its YoY revenue in its Nashville garages while the industry was down 54%.
Occupancy Improvements
By October 1, 2020, Premier Parking’s occupancy levels for one of its Houston garages were performing 16.61% above the industry average in October – ranking above 73% of garages across North America.
In Conclusion
Premier Parking’s strategic implementation of data-driven pricing and real-time analytics from ParkHub’s Smarking BI solution enabled the company to outperform the broader industry during a challenging period. This approach illustrates the power of data-driven decision-making in optimizing parking strategies for maximum occupancy and revenue.
Learn More
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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