Case Study

Premium Parking

Driving Demand During COVID-19 with
Demand-Responsive Pricing


During the COVID-19 pandemic, parking operators struggled with decreased demand. Premium Parking’s New Orleans garages that used online sales channels and ParkHub’s Automated Yield Management (AYM) solution were able to buck the trend and preserve revenue.

The Challenge

Navigate pandemic-driven drastically reduced parking demand and identify effective strategies to maintain revenue.

Parkhub product Automated Yield Management AYM

The Results

Retained Revenue

At Premium Parking’s garages in New Orleans, locations that used online sales channels and automatic demand-responsive pricing were only down 22% in revenue compared to an average 77% drop across the United States in the first eight months of 2020.

Graphic displaying parking benchmark data for off-street garages

In Conclusion

Premium Parking’s results are consistent with a recent doctoral study by Todd Tucker that showed online sales channels created additional demand for parking rather than just moving existing demand online. Premium Parking’s adoption of ParkHub’s AYM solution and online sales channels enabled its New Orleans garages to minimize revenue losses during the pandemic.

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.