November 6, 2024
The UbiPark team is thrilled to announce that we were the recipients of the 2024 Parking Australia Award for Excellence in Technology & Innovation (Off Street), achieved in partnership with Marvel Stadium.
This award honours our commitment to redefining parking at one of Australia’s premier venues. The victory highlights the exceptional calibre to which we have helped overcome operational inefficiencies to transform the fan and admin experiences at Marvel Stadium.
This achievement reflects UbiPark’s dedication to innovative, customer-centric solutions and our drive to continue to break down boundaries in the parking industry.
Identifying the Challenge: The Need for Transformation
Marvel Stadium’s previous parking system was heavily manual, which created challenges, especially during high-traffic events. The process of creating and distributing tickets amongst AFL teams and event hosts was also time-consuming and cumbersome, often resulting in delays and dissatisfaction. Furthermore, the lack of a data-driven parking solution limited the stadium’s ability to optimise its parking resources and deliver a seamless experience for guests. UbiPark saw an opportunity to address these issues by developing a modernised, integrated system that would elevate Marvel Stadium’s parking experience.
How We Delivered the Innovation
To create a solution that would meet Marvel Stadium’s specific needs, UbiPark focused on three core areas:
Technical Integration
By embedding UbiPark technology within the Marvel Stadium app and leveraging AFL ID’s Single Sign-On (SSO), we enabled users to reserve parking directly from their mobile devices. This integration allowed for a frictionless experience, where customers could access all parking options without needing separate logins or accounts.
Operational Efficiency
Our team introduced a back-end event admin tool that empowered clubs and event hosts to manage parking ticket allocations independently. This automation reduced reliance on parking staff, improved efficiency, and decreased manual labour by over 20%—streamlining operations for event days and beyond.
Resource Management
The new UbiPark system minimised physical ticketing and streamlined parking processes, aligning with Marvel Stadium’s goals of reducing congestion and supporting data-driven decisions. This policy-focused approach has enhanced overall resource management while helping Marvel Stadium become a more sustainable venue.
Enhancing the Customer Experience
For Marvel Stadium, delivering a memorable fan experience is paramount. The UbiPark system revolutionised this by making parking easy and efficient through features such as QR code-based entry, stored payment methods, and real-time parking availability updates. Fans can now enjoy seamless access to the stadium, reducing entry wait times and enhancing convenience.
Former AFL CTO Rob Pickering captured the essence of our shared vision, stating, “We have a goal here at Marvel Stadium of making it the most technologically advanced stadium in the Southern Hemisphere.”
Our solution is a vital step toward that vision, delivering not only convenience but also a connected and tech-forward experience for all attendees.
Optimising Parking Management
The UbiPark system doesn’t just enhance the fan experience; it also significantly improves parking facility management. Through automation and real-time data, stadium staff can now monitor space availability, set dynamic pricing, and optimise space utilisation on the go. Dynamic pricing, in particular, has maximised revenue, allowing for rates that adjust based on demand, which has boosted parking revenue by approximately 5% in the first few months of integration.
Contributing to a Greener Urban Space
The environmental benefits of the UbiPark integration are profound. By reducing search times for parking, encouraging carpooling, and promoting alternative transportation options, UbiPark supports a global goal of reducing emissions. The real-time data insights provided by UbiPark also enable more effective space management, lessening traffic congestion around the stadium and contributing to a cleaner, more organised urban environment.
Economic Impact and Revenue Growth
The efficiency of UbiPark’s system has had a positive financial impact. In addition to the operational savings generated by reduced labour demands, the integration of dynamic pricing has increased revenue by approximately 5% since implementation. Looking forward, as our marketing efforts ramp up, we expect this growth to continue as more visitors recognise the convenience and ease of parking at Marvel Stadium.
A Step Toward the Future of Parking
Winning the 2024 Excellence in Technology & Innovation Award is a testament to UbiPark and Marvel Stadium’s commitment to pushing boundaries in parking management. This project highlights what’s possible when technology meets customer-focused innovation. Marvel Stadium has set a new benchmark in parking efficiency and sustainability, and we’re proud to have been part of its journey.
December 6, 2024
At UbiCollaborate 2024, industry leaders Daniel Hitchcock from First Parking and Steve Whitford from Ace Parking shared their perspectives on the growing role of artificial intelligence (AI) in parking operations. Their panel discussion highlighted how AI and automation are not...
November 29, 2024
At UbiCollaborate 2024, Duncan Solutions Australia joined forces with Bayside City Council to discuss how local governments have been embracing digital solutions to improve efficiency in managing parking permits. These systems eliminate the need for physical permits, simplifying the process...
