project review markthal CAR PARK
WINNER EUROPEAN PARKING AWARD 2015 category NEW PARKING STRUCTURES
Content 1
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2
The Markthal concept . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3
Key figures parking facility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
4
Realization of a customer- and environmentally-friendly parking facility . . . . . . . . . . . . . . . . 13
5
4.1
Design 15
4.2
Entrances and exits
17
4.3
Pedestrian zones
19
4.4
Service 21
4.5
Wayfinding 23
4.6
Lighting 25
4.7
Floor finishing
27
Marketing & Innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 5.1
Target groups
33
5.2
SWOT analysis / confrontation matrix
35
5.3
Promotion 37
5.4
Eco parking
39
5.5
Online booking
41
5.6
Loyalty card
43
5.7
Customer-based service
45
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1 Introduction The Academy of Urbanism in London has named the city of
According to the jury, the fact that Rotterdam also achieved a
Rotterdam ‘European City of the Year 2015’. The Markthal is
place in the Top Ten of The New York Times’ “52 places to go”
one of the highlights in the urban landscape: a covered food
emphasizes the positive developments in the city. The Markhal
market where you can do your shopping and enjoy a drink
and the underground car park literally give a boost to the
or a bite to eat. After the official opening of the Markthal,
quality of public space. In this brochure, Interparking shows
on October 1, 2014, by Queen Maxima, visitors have been
you everything you need to know about the realization of this
flocking to the Markthal in their thousands. The one millionth
customer- and environmentally-friendly parking facility and our
visitor was welcomed within the first month.
marketing activities!
Interparking has used its expertise to optimize the design and
QUALITY
décor of the car park underneath the Markthal, realizing a high-end, sustainable parking facility. Visitors can access the Markthal from the car park via broad escalators or use one of
People
the four visitor elevators to get to the most important hotspots
Planet
Profit
Y
Johan Tol
Sustainable enterprise
MOBI LIT
T NMEN O IR
in the city centre.
EN V
The design and exploitation of this parking facility fit in with our long-term strategy. Rolf Oostendorp
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Penthouses
Apartments (sale and rent)
102
Apartments (sale and rent)
Ceiling art Catering businesses
Parking decks
102
11.000 m2
1.000 m2
Catering businesses
100 fresh-units Supermarket + retail
24
4.000 m2
1800 m2
-2, -3 en -4
Public toilets
17
Escalators
10
Public elevators
4
1.000 m2
2 The Markthal concept
The building
Living accomodation
Start foundation
19 November 2009
Apartments (sale, varying from 80m2 to 140m2)
102
Start build
1 October 2012
Penthouses (sale, varying from 140m2 to 300m2)
24
Opening
1 October 2014
Apartments (rent)
102
Height
40 m
Width
71 m
Length
117 m
Ceiling art
11,000 m2
Piles
2,500
Piles
17
Escalators
10
Breeam score
Very Good
Location
Rotterdam
Website
www.markthal.nl
indemarkthal
MarktHal floor and retail (over 12,000 M2 retail space) 100 fresh-units (on average: 20m2) on the ground floor
4,000 m2
Cooling, storage and preparation areas (on floor -1)
1,000 m2
15 food (related) shops (ground floor and +1)
3,400 m2
8 catering businesses (ground floor and +1)
2,000 m2
Supermarket + retail (floor -1)
1,800 m2
Developer:
Architect:
Contractor:
Owner:
Owner rent apartments:
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3 Key figures parking facility The car park Start foundation
19 November 2009
Opening
21 July 2014
Parking spaces Markthal car park (-2, -3 en -4)
1,042
Parking spaces for residents (two separate areas on -4)
105
Parking spaces for minivans (-1)
42
Parking decks
-2, -3 en -4
Depth
14.8 m
Height for cars
2.1 m
Opening hours
24 / 7
Payment terminals
10
Elevators
4
Product and services Electric charging stations
12
Disabled parking spaces
14
Payment methods
PIN, Cash, Visa, Mastercard, iDEAL, Dip & Go
Producs
Value cards, subscriptions, online booking
When the Markthal car park was officially opened, Interparking
Services
Public toilet, parking guidance system, elevators, escalators, shopping trolleys, First Aid Kit, defibrillator, GPS Data, 24/7 staffing
was presented with the European Standard Parking Award (ESPA) by Vexpan. In 2015 the car park has won a European Parking Award in the category ‘New parking structures’ and
RAtes Monday - Thursday
€ 1.50 per 30 minutes
Friday t/m Sunday
€ 1.70 per 30 minutes
A-label cars (Eco Parking)
€ 0.10 per 30 minutes discount
Day
€ 30.00
Address
Dominee Jan Scharpstraat 306, 3011 GZ Rotterdam
Website
www.interparking.nl
an ESPA Gold was presented for an outstanding high quality.
Owner:
Operator:
Contractors:
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4 Realization of a customer- and environmentallyfriendly parking facility
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DO G F E D C B A
10-09-'14
Project:
Lokaties "UIT" en pijlen
Markthal te Rotterdam
Goedgekeurd:
Paraaf:
Architect:
| betonrestore
Opdrachtgever: Interparking Omschrijving:
REVISIE TEKENING Parkeerindeling niveau -2
Status:
Getekend:
Gecontroleerd :
Schaal:
Formaat:
Projectnummer:
Bladnummer:
Datum:
Revisie
HdJ
JJ
1/150
1189X841
BR14-933
R_N02
24-11-14
Veersteeg 1 4212 LR Spijk Tel: 0183-64 36 66
Postbus 850 4200 AW Gorinchem Fax: 0183-64 36 96
Versie:
A
4.1 Design Parking decks 44 -2, -3 en -4
Column structure 44 Column-free span
Width lanes
Width parking spaces
Depth parking spaces
44 Parking decks: 4.00 m (one-way traffic)
44 Parking decks: 2.50 m (70ยบ)
44 Parking decks: 5.10 m
44 Ramps: 6.00 m (two-way traffic)
44 Ramps: 2.50 m (90ยบ)
44 Ramps: 5.00 m
44 Disabled spaces: 3.50 m (70ยบ)
44 Disabled spaces: 5.10 m
Height for cars 44 Parking garage Markthal for residents: 2.10 m 44 Parking garage for minivans: 3.00 m
Pedestrian zone 44 Central pedestrian zone 44 Accessible via zebra crossing and lanes
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4.2 Entrances and exits Entrances and exits 44 2 entrances, 1 changing lane, 2 exits
Number plate recognition 44 Faster traffic flow at entrances and exits 44 No membership cards required 44 Fast recognition of customers with online booking 44 Application green car discount (Eco Parking)
Dip & Go / TAP & GO 44 Easy and quick entrance and exit 44 Cashless payment up to â‚Ź 50,44 Bypass the payment terminal 44 Pin-free payments 44 Maestro and credit cards
Ready for 44 Application of QR-codes 44 NFC (Near Field Communications)
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Central pedestrian zone 44 Easily accessible from all parking decks 44 High-quality materials and spacious 44 Spacious escalators, direct access to market 44 Visible and accessible payment facilities 44 24-hour exit with four transparent elevators for 13 persons 44 Glass walls and automatic sliding doors
4.3 Pedestrian zones Time Stairs The Time Stairs offer visitors from all walks of life an attractive and interesting experience of the history of Rotterdam. The central staircase is 15m deep and surrounded by glass facades and displays. When they step on the impressive escalators, visitors literally make a journey through time. The travel back from the present to the Second World War, the nineteenth and eighteenth Century, the Golden Age, Late Middle Ages, all the way back to Rotta (1,000 years ago). The display cases contain archeological finds and show film footage and other types of projections. The Time Stairs in the Markthal in Rotterdam has been awarded the Dutch Public Archaeology Prize 2015. (www.detijdtrap.nl)
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4.4 Service open 24/7 44 Control of parking equipment, intercom, camera system and building-integrated installations 44 Optimum view of entrances and exits 44 Transparent 44 Customer service desk 44 Public toilet open after the Markthal closes 44 Surveillance of supply and residential car park
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Parking guidance system 44 Shortest route to available parking space 44 Real-time display of number of available spaces per deck 44 Full/available signs per space 44 Less searching in the car park reduces CO2 emission
4.5 Wayfinding Signposting 44 Signposting for drivers and pedestrians 44 Interparking identity 44 Floor signs with unique pictograms, colours and numbers 44 Information screens/floor plans
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4.6 Lighting
Proper lighting is indispensable to ensure a car park is safe and looks good. The Markthal car park uses Premium Power LED V.
Led lighting
These LED lamps have a 240 degree lighting angle and can illuminate a larger area. The LED lamps only use 30 Watts, compared
44 Energy-efficient
to the 68 Watts that old TL lamps use. This results in a cost saving of 60 to 85 percent. Our goal is to achieve significant savings in
44 Switchable
energy and CO2 emission.
44 High light yield 44 Aimed at central pedestrian zone
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4.7 Floor finishing High-end coating 44 Interparking corporate identity 44 Dark-grey parking spaces 44 Light-grey driving lanes, higher light yield 44 Signposting and markings on the floor 44 Rougher dark-grey bends; wear-resistance, no squeeky tires, looks cleaner 44 Central zebra crossing towards the pedestrian exits
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BUDGET
INTERNAL ANALYSIS
MARKETING PLAN
CURRENT SITUATION
EXTERNAL ANALYSIS
Quality parking facilities
Policy
Competition
Safety and security
Capacity
Policy
Sustainability
Turnover & numbers
Target groups
Quality of service
User groups
Accessibility & location
Services
Costs & profit
SWOT ANALYSIS
PROBLEM DEFINITION Marketing strategy CONFRONTATION MATRIX Confrontation matrix
Strengths
Weaknesses
Opportunities
S/O
W/O
Threats
S/T
W/T
Product Price
TARGETS
Place Promotion
STRATEGIES
Staff
PLANNING
ACTION PLAN
EVALUATION
5 Marketing & Innovation
Marketing strategy 44 Product We realize high-quality parking facilities for our customers, fitting in with the function and use of the building above. This also means we offer excellent customer service. We have developed a wide range of products for all types of users, from parking subscriptions to value cards, online booking (combined with number plate recognition) and electric charging stations. Dip&Go customers can bypass the payment stations and simply drive in and out of the car park when they please. In 2015, we will be launching the P-card, a parking loyalty card, nation-wide in the Netherlands. 44 Rates Interparking applies (lower than) market-average parking rates in its facilities. By developing specialist parking products (e.g. offering off-peak discounts), consumers can profit from differentiated pricing. One example is Dinner Parking, offering customers cheap parking in the evenings. 44 Location We feel it is important that customers can find us, and can comfortably travel from their place of departure to our parking facility (and the other way round). Our facilities can easily be found using navigation software and the municipal PRIS signposting. The parking guidance system (full/free signs) helps visitors quickly find an available parking space. The wayfinding in the car park is efficient and clear, which is emphasized by the used of pictograms. 44 Promotion To make sure that we offer a good match between our products and the desires of the customer, we set up various promotional campaigns via the website, social media, newsletters, billboards, etc. We also place ads in newspapers and other daily publications, explaining our vision on customer-friendly parking and lower parking rates in the Netherlands. In collaboration with the Markthal, our upstairs neighbours, we develop special offers all visitors can profit from. 44 Staff Our staff is here 24/7. The parking facility is led by an experienced regional manager, who is assisted by service staff, traffic guidance staff and the Technical Department. On entrance, you pass under the gatehouse, where staff is always available if you have a question or comment. Our customer service department is available at all times, via intercom or telephone.
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5.1 Target groups The Markthal
Visitors
Because of the location of the Marthal, in the city centre of Rotterdam, the car park caters for all types of target groups.
44 Visitors of the Markthal; market, retail, restaurants, ceiling art, time stairs
The dispatch area on parking deck -1 can be used by suppliers to deliver their goods to the food and retail stores. The car park has a separate area for residents, with immediate access to their apartments.
44 Businesses Markthal 44 Suppliers Markthal
The city center The car park is not only used by visitors of the Markthal, but also visitors of other crowd pullers, such as the Rotterdam shopping zone (Beurstraverse, Lijnbaan, Hoogstraat, Meent), the Main Square (Grote Markt), the ‘Kubuswoningen’, the Old Harbour, and the many restaurants and nightlife venues.
44 Residents Markthal 44 Visitors of the shops in the city centre 44 Businesses in the immediate area 44 Events 44 Museums
Businesses/organizations There are many organizations and businesses in the immediate area of the car park. Various organizations have chosen
44 Restaurants 44 Hotels
the Markthal car park as their company car park. Interparking offers special subscriptions and rates for businesses and entrepreneurs who want to make use of the Markthal car park.
Events Every year, dozens of large events are organized in the Rotterdam city centre, such as the Summer Carnival, City Racing and the Rotterdam Marathon. These events attract thousands of visitors.
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Opportunities O1 Wide array of target groups; city centre, restaurants, museums, businesses etc. O2 Optimization living environment Markthal; municipal policy O3 High parking rates Rotterdam city centre O4 Discourage on-street parking; municipal policy O5 Growth in tourism (city marketing); municipal policy O6 Attract or establishmentv policy international businesses; municipal Threats T1 Less occupation of spaces because of increase in online shopping T2 Environmental restrictions (CO2 emission, waste) T3 More empty space because of economic crisis T4 Restricted capacity external infrastructure and restricted traffic flow at peak times T5 Lower parking rates outside Rotterdam city centre T6 P+R locations surrounding the city (eg. Kralingse Zoom) T7 Restricted or no access to car park during events T8 Construction plans Rotta Nova
5.2 SWOT analysis / confrontation matrix Strenghts
Weaknesses
S1 Good location in the city centre
W1 Approach route from Blaak
S2 Exceptional concept
W2 Findability of the entrance
S3 Expertise Interparking in the field of design & construction
W3 Size of the car park compared to entrances/exits
S4 Architectural landmark
W4 Long route to decks -3 and -4
S5 Financial capacity and long-term vision Interparking
W5 No loyalty program
S6 Access to pedestrian zone
W6 Shape and lay-out of parking decks
S7 Integration exhibition of archeological finds
W/O strategy
S/O strategy O1, O3, S3 and S5; O3 and S5
44 Lower than average parking rates and rate differentiation
O1, O2, W1, W2, W4 and W6
44 Wayfinding concept Interparking / pictograms
O2, O5, O6, S2, S3, S4 and S5
44 High-quality finishing
O1, O3, W5
44 Introduction loyalty card (P-card)
O1, O2, O3, O5, O6, S2 and S5
44 High-quality service
O1, O3, O4, W1 and W2
44 Extensive marketing campaign (newspapers, dailies, online media)
S/T strategy
W/T strategy
T1, T5, T6, S1, S2, S3 and S5
44 Discount parking via online booking
T1, T2, T3, W4 and W6;
44 Implementation parking guidance system
T1, T5, T6, S1, S2, S3 and S5
44 Rate differentiation off-peak times
T4, T6, W1 and W2;
44 Included in PRIS and navigating systems
T2, S1, S3 and S5
44 Eco Parking
T2, T4, W1, W2 and W4:
44 No parking spaces on ramp, for twice as many entrances/exits
T2, S3 and S5
44 LED lighting and electric charging stations
T1 and T4;
44 Number plate recognition and Dip&Go
T1, T5, S1, S2 and S5
44 Opening promotion (50% discount)
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Offline media 44 Special brochure for businesses and residents, with targeted offers 44 Large billboard at the entrance of the car park, with the online parking products 44 Discount cards, handed out in the Rotterdam city centre by our Promotions Team 44 Free introduction cards for contacts 44 Promotional film / adverts on LED screens in the city centre 44 Free publicity and interviews in trade publications and national newspapers 44 Sponsoring a special magazine about the Markthal in a national publication 44 Organizing / supporting various opening festivities 44 Organizing business events 44 Press releases
Get in touch with our customers
5.3 Promotion Online media
Websites
One important tool in the Interparking marketing & communication strategy, especially for the Markthal, is the use of social media.
To be able to inform visitors about the products and services
Via this medium, Interparking can quickly and easily contact customers, clients and other business relations. Special offers, news
of the Markthal car park via the Internet, a special page has
and notifications can be communicated to a large audience, and people can contact us via social media, if they have questions
been developed, with information such as payment methods,
and/or comments.
route planner, number of (disabled) parking spaces, charging stations and other products and services. Online booking,
Social media Markthal car park 44 Facebook: Communication about the progress of the project, promoting our Opening promotions, Share & Win, etc. Answering questions from customers. 44 LinkedIn: Communication of corporate news and updates about the progress and developments of the Markthal. 44 Twitter: Communication of news about the Markthal car park and answering questions. 44 Youtube: Distribution of film footage of the Markthal.
subscriptions and value cards are also offered on the website.
Interparking has been actively promoting the Markthal car park to various visitor destinations in the area, to include the car park on their website, increasing brand awareness and findability.
44 Google Plus: Adding the Markthal car park to Google Plus and Google maps. In 2015 Interparking has launched its own special website for Digital newsletter
the Markthal car park, with special online booking offers.
At least once every three months, Interparking publishes a digital newsletter, with news and special offers of the Markthal car park. This newsletter goes out to more then 2,000 business contacts. We are also a part of the
44 www.interparking.nl 44 www.markthal.nl 44 www.parkereninmarkthal.nl
developer’s marketing campaign.
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Regular ticket percentage Eco Parking percentage
Markthal - Eco Parking 2016
Percentage of Eco Parking users
100%
26%
25%
24%
21%
21%
24%
24%
23%
24%
25%
January
February
March
April
May
June
July
August
September
October
25%
25%
0% November December
5.4 Eco parking Interparking wants to make users of car parks more environmentally-minded. The mission ‘Making the world move better’ forms the basis of environmentally-friendly parking solutions such as Eco Parking. Drivers of 100% electric cars or with an A label can park at a lower rate. This makes Interparking the first car park operator in the Netherlands and Europe introducing reduced parking rates based on the car energy label.
In April 2014, Interparking started a pilot at the Lijnbaan car park in Rotterdam. Because of the positive reactions from customers and the enthusiasm of the municipality of Rotterdam, we decided to also introduce this scheme in the Markthal car park.
How it works As soon as a driver enters the car park, the discount is calculated. This is possible because of the number plate recognition system, that determines the car’s energy label, via a link to the Rijksdienst voor het Wegverkeer (RDW) database. The driver then receives a special Eco Parking ticket, offering him an A label discount. The discount is shown on the screen of the payment terminal.
Energielabel - A
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Number of online bookings 2016 600
Daytrip parking Dinner Parking 2000
500
Hotel Parking 24H Parking Lunch Parking
1600
400
Early Shopping Parking Total
300
1200
200
800
100
400
0
AU G US SE T PT EM BE R O CT O BE R NO VE M BE R DE CE M BE R
JU LY
JU NE
M AY
AP RI L
M AR CH
JA NU AR Y FE BR UA RY
0
5.5 Online booking The city has many functions and facilities, such as hotels, museums, restaurants, etc., which are used by all types of user
Online booking
groups. Consumers want to make use of these facilities at various times and for various lengths of time. To realize a good
44 Early Shopping Parking
combination of specific parking offer and an attractive rate, we developed the online booking system. Visitors can book and
44 Day Trip Parking
pay a parking space in advance, on their PC, tablet or mobile phone. Visitors are recognized by the number plate recognition
44 Hotel Parking
system on entrance and exit, and can bypass the payment terminal. Online booking is also a great solution for visitors who
44 Dinner Parking
want a guaranteed parking spot.
44 Opening promotion 44 Lunch Parking
Specialized parking products
44 24H Parking
A great example of parking products that can be booked online is Dinner Parking. Ideal for people who want to go out to a restaurant, movie or other evening event in the city centre.
Advantages of online booking 44 Guaranteed parking space 44 Paid in advance (iDEAL or credit card) 44 Drive in straight away, number plate recognition 44 Custom made product with optimum pricing 44 Discount parking at off-peak times
websites 44 www.parkereninmarkthal.nl 44 www.interparking.nl
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5.6 Loyalty card P-card
P-card+
The P-Card enables visitors to use participating Interparking parking facilities without having to pay at the payment terminal.
In Belgium, Interparking has already introduced the P-card+;
The P-card is free to use; you only pay for the time parked. The P-card can include one or several Interparking products.
combining the regular functions of the P-card with a public
Visitors receive a clear monthly statement of all parking transactions, which means that it is a lot easier to keep track of
transport travel card. In Brussels, consumers can use the
parking expenses. The P-card can also be used in the Interparking car parks in Belgium, France and Germany. The P-card
same card for parking and public transport. In Bruges, card
will be introduced in the Netherlands in 2015. Interparking is in discussions with businesses in the Markthal to combine the
holders can make use of public bicycles parked outside the
P-card with special discounts in restaurants and shops. Retail and restaurant staff can easily activate the P-card of customers
car park.
to deduct a discount or offer free parking. Interparking sees intermodality as the future of transport. More
Advantages of the P-card:
and more people use various types of transport together; they
44 Avoid the queues at the payment terminal
leave their home by car and later switch to public transport.
44 Pay with accessible payment methods, such as credit card and iDEAL (for consumers) or invoice (for business users)
This development stimulates initiatives with regard to parking
44 Profit from local offers, such as reduced-rate parking after a restaurant or shop visit
facilities that are an integral part of the traffic flow in and
44 Manage parking use and costs online
around cities. Interparking wants to play a pioneering role; on
44 24/7 access to parking garages
the one hand by offering advanced solutions, and on the other
44 Special promotions, such as 10% discount or cheap evening rates in a number of participating car parks
hand by setting up partnerships to build and manage these advanced parking facilities at traffic hubs for the various forms of transport.
www.pcard.be
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5.7 Customer-based service Interparking wants to offer visitors of the Markthal car park the best possible service. We strive to making their stay as
Extra products and services
pleasant as possible. The parking facility is often the start and end point of a visit. The car park has the following service
44 Electric charging stations
facilities.
44 Disabled parking spaces 44 Public toilet 44 Parking guidance system 44 Elevators 44 Escalators 44 Shopping trolleys 44 First Aid kit 44 Defibrillator 44 GPS Data 44 24/7 staffing
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INTERPARKING NEDERLAND B.V. ADDRESS VISITORS
CONTACT
Kruisplein 25
For more information about our services,
3014 DB Rotterdam
visit our website or contact us:
POST ADDRESS
+31 88 542 13 00
Postbus 501
info@interparking.nl
3000 AM Rotterdam
www.interparking.nl
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