Sports and live entertainment venue owner and operator AEG has struck a strategic partnership with ParkHub, the parking service provider.
Under the multi-year agreement that designates ParkHub as the official parking technology partner of a trio of AEG venues, individuals who purchase event tickets via the AXS platform will be able to pre-purchase parking ahead of selected events.
The customers will also be able to validate their parking pass at the three AEG venues using ParkHub’s mobile point-of-sale platform. In addition, the business intelligence platform, Suite, will enable AEG to optimise parking operations and the guest experience by providing real-time insights into parking operations.
AEG-owned and operated facilities covered by the deal include Crypto.com Arena and Dignity Health Sports Park in California and Texas Trust CU Theatre at Grand Prairie in Texas.
The agreement, brokered by AEG Global Partnerships, makes ParkHub technology available to all three AXS-ticketed venues, creating an integration between the AXS ticket purchase platform and venue parking operations.
“We have seen better traffic flow around the L.A. Live campus and the transactions are faster now with ParkHub,” said Bill Garner, senior director of parking operations at L.A. Live, Crypto.com Arena and Microsoft Theater. “Being able to take credit cards at all of our lots has greatly improved the parking operations. Being able to see live data while in the field has allowed us to better maximize all of our parking lots.”
Jim Madsen, senior vice president, L.A. Live operations, added: “From my point of view, ParkHub has brought visibility to the daily operations of the parking system with intuitive and informative reports in real time and at my fingertips. I get a daily report at the end of the night and don’t have to wait for others to complete their task to see how we did. For the line staff, it has simplified the process and reduced the need for multiple scanners.”
In addition to real-time validation of pre-purchased parking, ParkHub also gives fans the option to purchase on-site parking through Prime – ParkHub’s handheld mobile point-of-sale terminal.
Tyler Verdery, Vice President, AEG Global Partnerships, said: “Parking is the guest’s first on-site point of contact for nearly every event. With some of the world’s most well-known sports and entertainment venues in our network, we place a premium on quality operations and state-of-the-art services for our fans. ParkHub’s ability to streamline parking efficiencies and handle large volumes of traffic for sports and live entertainment venues complements our efforts to get guests out of lines and into seats faster.”
ParkHub chief revenue officer Chris Elliston added: “ParkHub gives venues and parking operators the ability to quickly and easily authenticate parking passes sold via the AXS platform, as well as accept cash, credit, and contactless NFC payments on-site, all while tracking parking availability in real time. This partnership is a win for venues, a win for parking operators, and a huge win for fans.”