MakingMall Valet an Essential Service MINE GULEC


with self-park, many have begun to see this amenity as an important part of their shopping experience.


V They want to be pampered when they


shop, and searching for a parking space is not part of their plans. Besides that, heavy weekend traffic and the jam-packed lots that comewithmajor holidays requiremalls and shopping centers to offer the valet option. Without it, some become inaccessible. The layout of a mall can make valet


ALET SERVICE at mall locations is a growing trend. While some con- sumers are happy


ability to create reports or conduct scheduling or payroll from any location. If they choose to visit the site, they can use their laptop computer to conduct business the same way they would in the corporate office. At themall itself, each receiving area


Employee enters information into systemusing handheld computer.


parking a difficult arrangement.Multiple exits and entrances and extensive property give customersmany choices and valet opera- tionsmany bases to cover. AventuraMall in South Florida, for example, has 280 stores,


nearly 30 restaurants, and five receiving and delivery areas.With valet staff and customers spread out across several acres, the cen- ter of operation has becomemore virtual than physical. “Our goal atAventura Mall was to implement technology


thatwould guaranteewe couldmeet the expectations of themall’s owners and the valet customers themselves,” says Bijan Eghtedari, President of ParkOne,which operates its valet servic- es. “Progress in the industry and trends in themarketplace require us to devise and implement plans to keep up.” ParkOne,with theAVPMsystemfrom


Automated Valet, has a setup that gathers data from each receiving and delivery area and channels it to one server tomonitor and control service and revenue. Valet service is conducted on the curb,


but the vital reporting and accounting tasks that come with the job are carried out at Park One’s South Florida office, where the point of service server is located. “We believe that providing good serv-


ice at this locationmeans distinguishing the physical work from the academic work,” Eghtedari says. “These two aspects are equally important but can be handled differ- ently, in different places. By focusing ener- gy on the valet work on-site and doing the accountingwork at our offices,we can offer our best in both areas.” Management cannot be everywhere at


is equipped with wireless hardware used to conduct all transactions. For checking- in customers, the operation uses handheld computers and Bluetooth scanners. These devices do not require electrical connec- tions and relay information directly to the server. That includes entry and exit times; a vehicle’s make, model and VIN; and damage control for any previous damages. Another custom approach was to set up prepaid payment.All fees are collect-


ed in advance which takes a little extra time on entry but speeds customers through on exit.This tactic also eliminates any confusion for customers as they complete their shopping. “People are tired after a day or even a few hours of shop-


ping,” saysAutomatedValet CEO Ken Gulec. “They are relieved to know payment has been made and now they can just get their car and go home.” In their mall-site dispatch office, Park One uses several


strategies to gather information that supports the virtual opera- tions headquarters.They include fingerprint time and attendance. The size of theAventuraMall requires a controlled process


for recording staff hours. Employees clock in and out with their fingerprints. No other method is accept- ed.This creates consistency and total reli- ability for scheduling and payroll purpos- es. The margin for error or fraud is elimi- nated, and cutting paychecks is a simple, automated procedure. Eghtedari and Gulec say they have


created an ideal system for valet opera- tions at complicatedmall locations. “When you have such a large geo-


graphic area, the controlsmust be adjust- ed,” Gulec says. “Putting the right tools in the right places makes all the differ- ence for efficiency, good service and revenue control.” Park One operates valet services for


Employee scans ticket information into system using Bluetooth scanner.


once, so running the operating system out of Park One’s corporate offices is an innovative approach. Most operations run off the suppliers’ servers, but this setup gives Park One additional speed and integration.All reporting capabilities, ticket and validation inventory, payroll and scheduling, and any other revenue controlmatters are run at themain office. An AVPM feature called Enterprise gives Park One the


22 OCTOBER 2010 • PARKING TODAY • www.parkingtoday.com


luxury hotels, offices and retail complex- es, including nearbyAcqualina Resort & Spa and Trump International Sonesta Beach Resort. The company also oper- ates parking for more than 100 locations in South Florida. Automated Valet


designs automation and revenue control systems for every type of valet location.


Mine Gulec can be reached at mine@automatedvalet.com PT


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