Innovative Thinking Fosters Convenience and Urban Mobility
By Alejandra “Alex” Argudin, CAPP
In keeping with its reputation as a sterling customer-oriented organization, the Miami Parking Authority (MPA) looked for opportunities to implement a system that would make parking stress-free for Marlins baseball fans. Thus, rooted in a tradition of many firsts, MPA, in close collaboration with the Miami Marlins and several vendors, launched a “Free Flow” parking system at loanDepot Park.
As one of the first organizations to implement this technology in a ballpark in the U.S., it took synergistic collaboration, conviction, and an ardent desire to serve the customer to get the innovative technology off the ground. It was the right approach to take to make the customer experience seamless and efficient. Free Flow resulted from the need to increase urban mobility by improving traffic flow, reducing congestion and minimizing carbon footprint. Furthermore, the system was also implemented to enhance fan experience and engagement.
The Marlins organization and MPA were able to collaborate cohesively with several suppliers to transition loanDepot Park to a frictionless, touch-free, free-flow parking experience. In addition to the transactional ease, touchless technology can also assuage customers’ concerns about safety and health issues by avoiding contact with communal surfaces, such as payment machines, meters and check-in kiosks.
The vehicle is identified automatically by license plate recognition technology as it enters and leaves the parking facility. Patrons proceed to enter the garage without stopping at the entrance for payment collection or parking pass scan. Vehicles drive straight to the garage or lot without stopping or lowering the window and proceed without validation to an available parking spot, subject to availability.
Event attendees can register their license plate when they pre-purchase parking on the Marlins portal, or by using either the mobile payment platform or pay-stations the day of the event. Enforcement is managed by MPA; officers assist fans and event-goers in downloading and using the app and answering any questions.
During large events, loanDepot runs at 82 percent capacity (approximately 27,000 fans). In the past, the last-mile stretch to reach the garage used to take 45 to 80 minutes; now it takes half that time or less. Drivers go straight through, park and pay as they go into the ballpark or even from their seats before the first pitch.
Generations who were born into the digital age expect the necessary technology to make their experience seamless, efficient and easy. We strive for excellence at every touchpoint.
Shutterstock / Felix Mizioznikov
