Boosting Parking Revenue at Event Venues During Off-Peak Periods

June 14, 2024

Event venues often experience a lull in parking revenue when there’s no event scheduled. This idle period, however, presents an opportunity to creatively utilise parking spaces and generate income. Here are several strategies to boost parking revenue at event venues during off-peak:


Offer Monthly or Weekly Parking Passes

Introduce special rates for monthly or weekly parking passes. Local businesses, students, and residents who need reliable parking options can find this appealing. Ensure your rates are competitive and offer added value, such as:

  • 24/7 Security: Providing a safe and secure parking environment can be a significant selling point.
  • Easy Payment Options: Simplify the payment process with online payment systems, mobile apps, and automated kiosks.
  • Loyalty Programs: Offer discounts or rewards for long-term users to encourage repeat business and customer loyalty.


Leverage Technology for Dynamic Pricing

Use technology to implement dynamic pricing based on demand. Smart parking systems can adjust rates depending on the time of day, day of the week, or local events. This ensures that your pricing is competitive and maximises revenue during high-demand periods.


Promote Long-Term Parking Options

Encourage local residents and businesses to consider your parking facility for long-term parking needs. Offer competitive rates for long-term parking contracts, providing a cost-effective solution for those who require consistent parking. Highlight benefits such as:

  • Secure Parking: Emphasise the safety features of your parking lot to attract users who value security for their vehicles.
  • Convenience: Promote the proximity of your parking facility to key locations like business districts, shopping centres, and public transportation hubs.


Implement Marketing and Promotional Campaigns

Develop targeted marketing campaigns to raise awareness about your parking facility. Use social media, email marketing, and local advertising to reach potential customers. Consider offering promotional discounts or incentives to attract new users. For example:

  • Introductory Discounts: Offer reduced rates for the first month of parking to new customers.
  • Referral Programs: Encourage current users to refer friends and family by offering them a discount or reward for each successful referral.

Enhance Customer Experience

Focus on providing an excellent customer experience to encourage repeat business. Implement features such as:

  • User-Friendly Payment Systems: Offer multiple payment options, including contactless payments and mobile apps.
  • Clear Signage and Directions: Ensure your parking facility is easy to navigate with clear signage and well-marked spaces.
  • Customer Service: Provide accessible customer service to address any issues or concerns promptly.

Offer Incentives and Discounts

Provide incentives and discounts to attract more users during off-peak times. Some ideas include:

  • Early Bird Discounts: Offer lower rates for users who park during specific early hours.
  • Weekend Specials: Provide special rates for weekend parking to attract shoppers and visitors.
  • Group Discounts: Offer reduced rates for groups or organisations that require multiple parking spaces.


The UbiPark team is here to assist

Regardless of the strategy you’re looking to implement to boost parking during your off-peak, the UbiPark team is here to help. Contact us today to find out how we can elevate your parking operations.