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venue-Producing Products atMSP


well as on in-terminal pole wraps, wall wraps and electronic bill- boards.We reminded our customers to drive towardMSPValue Parking on inbound roadway signs and labeled the entrance lanes with a full color, overhead variablemessage sign. TheMSPValue Parking areas receive many more vehicles


than before our launch of this program. This better uses our inventory and meets the needs of our customers. At year end for 2009, and despite a 5%drop in passengers, for a variety of reasons we were only 1.3% under our revenue budget. One reason was the success ofMSP Value Parking. InMarch 2010, we expect


to launch eParkElite, an exclu- sive, AVI-accessed reserve parking area next to our front door to meet the needs of our business travelers who want to know that a parking space will be available every time they fly. For the past several years, our parking inventory at Lind-


tomers may press an intercom button at the gate. A 24/7 staff member can help themeasily since they can see our customer on a fixed camera at each gate. We also had to direct these frequent users and their infre-


The MSP Value Parking areas receive many more vehicles than before our launch of this program.


bergh Terminal has fallen short of demand weekly during peak spring and fall travel seasons.As a result, customers have had to drive to the Humphrey Terminal to park and return on light-rail transit. This added 30 minutes to their time to the airplane and much to their stress level. We had to find a bulletproof method and a close-in location


tomeet their needs and to add revenue.We wanted a location for which customers could park nearly next to the Lindbergh Termi- nal or the Humphrey Terminal, with an entrance/exit that avoids congestion and delays; effortlessly enter and exit; document this travel expense; and pay a reasonable price. If the device could be shared within a company, its value to themwould improve. We knew that eParkElite had to work every time so our cus-


tomers were not delayed or stressed.Additionally, if the tag were passed to an infrequent user, how could they place it inside the car correctly each time?A windshield mount was not practical. After testing several other locations, we found that a tag with a non-slip surface placed in themiddle of the dashboard worked. We placed these instructions on the face of the tag so all users could locate them easily.Also, if a tag does not work, cus-


quent-using officemates to the eParkElite entrance lanes the first time they used it.As our ePark logo is so recognized, we had to be sure our regular eParkers did not arrive at this entrance and expect to park!We have placed our new, eParkElite logo on the inbound roadway overhead signs as “bread crumbs to fol- low” to the correct area. (Only our eParkElite customers will know what this logomeans.) We altered part of our


parking areas at both terminal locations so that customerswith


anAVI device could always enter and exit these areas.This alter- ation allows us to quickly expand or contract the number of spaces available with simple concrete Jersey barriers. Those spaces not segregated for eParkElite customers are


available to regular short-term parkers.We can thus maximize our inventory usage for two sets of customers.We expect to flex these areas based on the season (fewer business travelers in sum- mer and the fall holidays) and on eParkElite demand as this pro- gramgrows. We welcome questions or visits from parking professionals


interested inMSPValue Parking or eParkElite. They are great ways to meet both customers’ needs in the new “normal” econo- my and our need to keep our revenues healthy.


Richard Decker, Assistant Manager of Parking Operations at Minneapolis-St. Paul International Airport, can be reached at richard.decker@mspmac.org.


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APRIL 2010 • PARKING TODAY • www.parkingtoday.com 27


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