Marvel Stadium’s Parking Revolution: A Case Study in the Future of Parking Technology and Innovation

January 6, 2024

At UbiCollaborate 2023, the stage was set for insightful discussion that resonates with the overarching theme: “The Future of Parking; Technology, Innovation, and EV.” Within this vibrant context, a standout case study emerged, focusing on Marvel Stadium. 

Led by visionaries Hamish, Rina, Jesse, and their adept team, the session delved into the intricate process of transforming Marvel Stadium’s parking reservation system. The overarching narrative encapsulated the stadium’s journey from archaic inefficiencies to a state-of-the-art, user-centric paradigm. 


The old system: What changes were required? 

The conversation initially outlined the inadequacies of the previous parking system, emphasising its inability to meet the diverse and intricate needs of the stadium. This set the stage for a collaborative design process, where the team meticulously crafted a three-step solution to address these shortcomings. 

Central to the discussion was the orchestration of managing diverse stakeholders—AFL teams, umpires, and event attendees. The emphasis on understanding and integrating various user perspectives became the catalyst for a series of iterative design approaches, resulting in a system finely tuned to the stadium’s unique requirements. 


The success of UbiPark’s Integration 

The pivotal moments of the presentation were punctuated by highlights of success, particularly the system’s favourable reception from clubs. Its seamless facilitation of ticket distribution and simplified pass management garnered acclaim, setting a new standard for operational efficiency. 


A product demonstration 

Jesse’s demonstration of the system’s dashboard and event creation feature unveiled the solution’s agility in adhering to the AFL’s stringent exit protocols during event days, showcasing its adaptability and responsiveness to specific operational demands. 

An essential evolution underscored throughout the session was the shift from manual processes to empowering clubs with autonomy in managing ticket allocations. This transformation not only streamlined operations but also fostered accountability within the clubs, a significant stride forward in operational efficiency. 

Moreover, the system’s adept handling of event tickets, minimising the booking process while providing insightful analytics, stood out as a testament to user-centric design. Its ability to track and analyse ticket utilisation provided invaluable insights into allocation patterns. 


Marvel Stadium Parking: What’s next? 

Anticipating a future brimming with innovation, the team hinted at the integration of various services within the upcoming Marvel app. Envisioning a unified platform encompassing tickets, car parking, and concessions, the presentation teased a future where user convenience would reach unprecedented heights. 

Crucially, the presentation contextualised beyond Marvel Stadium, emphasising the commercial viability and scalability of the solution across diverse industries. This adaptability, informed by AFL insights, positioned the system as a beacon of innovation in the broader landscape of parking technology. 


A Summary 

Set against the backdrop of UbiCollaborate, this session encapsulated the symbiotic relationship between Marvel Stadium and UbiPark, demonstrating the transformative power of collaboration. As the presentation concluded, gratitude echoed the collective efforts of the team, exemplifying the significance of partnerships in propelling parking systems towards an innovative future. 

Watch the presentation