ParkHub Revolutionizes Parking at Dallas’ American Airlines Center

ParkHub was first to seamlessly integrate with Ticketmaster for the venue.

Executive Summary

Craig Courson, CEO of the American Airlines Center, needed a comprehensive parking solution and had a goal to create a fast, pain-free parking experience for fans that tracked every payment at the employee level while accepting cash along with credit cards, NFC payments, and integrated with Ticketmaster’s prepaid parking system. Courson also wanted a dashboard that showed all transactions and lot occupancy levels in real time, empowering lot managers to make quick and informed staffing and traffic decisions to improve overall efficiency. Working in conjunction with American Airlines Center parking staff, ParkHub commercialized Prime and Portal to improve overall ingress times, eliminate cash slippage, and inform decision-making.

About American Airlines Center

In 2015, Billboard Magazine named the American Airlines Center the “5th Busiest Arena in the United States” and the “10th Busiest in the World”1. The American Airlines Center opened its doors in 2001, and since then has become one of the nation’s best selling arenas in sports and entertainment. This year-round venue hosts the Dallas Mavericks and Dallas Stars, as well as a multitude of high profile concerts and big name shows.

"I needed a system that could track each transaction, including parking passes and cash, down to the employee level."

- Craig Courson - CEO, American Airlines Center

The Challenges

Cash Only Process

American Airlines Center was predominantly a cash-only operation and lacked accurate controls for the balance of prepaid parking which made ingress a deliberate and slow process for customers and event attendees.

No Real-time Tracking

The venue needed the ability to see all cash transactions at the attendant level to create a culture of accountability, prevent slippage, and give their parking operators and lot managers a better way to make staffing and operational decisions.

Ticketmaster Validation

The system in place at the American Airlines Center needed to integrate all parking passes and validate barcodes issued by vendors, specifically Ticketmaster, while tracking all cash transactions and accepting credit cards simultaneously.

How ParkHub Helped

In June 2014, ParkHub installed their point of sale system, Prime, allowing the American Airlines Center to track all cash payments, accept credit cards over wifi, and scan pre-paid passes overnight. In early 2015, ParkHub upgraded Prime’s connectivity to include LTE and offline modes in addition to wifi, and also allow for NFC transactions, such as Apple Pay.

Portal, the parking intelligence system that monitors lot occupancy instantly and communicates directly with Prime, allows American Airlines Center’s parking operators to
quickly make decisions regarding pricing, staffing, and logistics. Every transaction is displayed on an interactive dashboard in real-time, down to the individual employee level. Managers know exactly when to divert traffic from one lot to another, decreasing bottlenecks and ingress time.

ParkHub was also able to solve the other biggest problem for the American Airlines Center: effectively integrating seamlessly with Ticketmaster’s prepaid system. “I’ve been trying to get someone to interface with Ticketmaster since I started here 18 years ago,” explains Courson. “I wanted to get an integration together where a patron could come in with a single barcode, swipe into the garage, scan their ticket, and pick up pre-paid merchandise and food. The industry is moving to a model where everything can be purchased in advance, and I want us to be ready for that. I put ParkHub on notice as a test, and within one month they had a parking integration in place for parking access control and it’s worked like a charm.”

The Results

  • Average revenue per parking transaction increased up to 73%
  • Total parking revenue experienced a 48% lift due to optimization
  • ParkHub created a revenue channel that generated almost 25,000 transactions


While there were no credit card transactions in 2014, ParkHub created a revenue channel the next year that generated almost 25,000 transactions and illustrated that consumers are less price sensitive when given the opportunity to use a digital payment method over cash. Additionally, since using Prime, the American Airlines Center tracks all cash transactions, helping to cut down on slippage. For the same time period in 2016, total revenue experienced a 22% lift over 2014 while overall transactions were down 15%. ParkHub’s integration with Ticketmaster was also a win for all parties, making parking purchases and scanning from the vendor a seamless experience for event attendees. “I’ve talked to countless tech companies who’ve claimed they can do an integration with Ticketmaster, and nobody was able to do it but ParkHub,” reinforces Courson. “I’m not a tech guy, but nobody could pull it off, and these guys did it in a month.”

"Employees had no issues operating the ParkHub products. You could see the results in the cash deposits at the end of the night because Prime made it more apparent when bad employees tried to walk off with cash."

- Jeff Rodgers - Director of Parking, American Airlines Center

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