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Shawn Conrad, CAE conrad@parking-mobility.org

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Kim Fernandez, CAE fernandez@parking-mobility.org

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Rachel Yoka, CAPP, LEED AP BD+C, yoka@parking-mobility.org

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Bill Smith, APR bsmith@smith-phillips.com

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Tina Altman taltman@parking-mobility.org

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For subscription changes, contact Tina Altman, taltman@parking-mobility.org or 888.IPMI.NOW. Parking & Mobility (ISSN 0896-2324 & USPS 001436) is published monthly by the International Parking & Mobility Institute. P.O. Box 3787 Fredericksburg, VA 22402 Phone: 888.IPMI.NOW Fax: 703.566.2267 Email: info@parking-mobility.org Website: parking-mobility.org Postmaster note: Send address label changes promptly to: Parking & Mobility P.O. Box 3787 Fredericksburg, VA 22402 Interactive electronic version of Parking & Mobility for members and subscribers only at parking-mobility. org/magazine. Periodical postage paid at Alexandria, Va., and additional mailing offices. Copyright © International Parking & Mobility Institute, 2020. Statements of fact and opinion expressed in articles contained if Parking & Mobility are the sole responsibility of the authors and do not necessarily represent an official expression of policy or opinion on the part of officers or the members of IPMI. Manuscripts, correspondence, articles, product releases, and all contributed materials are welcomed by Parking & Mobility; however, publication is subject to editing, if deemed necessary to conform to standards of publication. The subscription rate is included in IPMI annual dues. Subscription rate for non-members of IPMI is $120 per year (U.S. currency) in the U.S., Canada, and Mexico. All other countries, $150. Back issues, $10. Parking & Mobility is printed on 10 percent recycled paper and on paper from trees grown specifically for that purpose.

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 stressfree 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. ◆

ALEJANDRA “ALEX”

ARGUDIN, CAPP, is CEO of the Miami Parking Authority and a member of IPMI’s Board of Directors. She can be reached at aargudin@miamiparking.com.