ver with New Technology


ing devices into a sophisticated revenue control system. Expanding their current product offerings, manufacturers


are answering the call for the ability to monitor and audit game- day activities with the same detail as your traditional ticket dis- penser, pay-on-foot, fee-computer locations. One key development is the advent of wireless handheld


devices with integrated card-swipe and bar-code readers. This allows the facility to implement a pre-paid parking program


Managing a situation like this can be a nightmare. There are just too many ways the process can break down.


using a bar-code that can be read in the lane, which has benefits for customer and owner/operator. The customer no longer has to worry about where to park;


they have a reserved spot in Lot 1.They do not have to spend $30 cash for parking and can use thatmoney elsewhere in the facility. Abusinessperson can provide the pass to his client or patrons can buy the pass online with their tickets and print themat home. For the operator/owner, you have your funds upfront. If there


happens to be a no-show, you can resell the space. Transaction time is reduced to less than 10 seconds.You can plan staffing lev- els based on your pre-paid sales, or you could even incorporate express automated lanes for the pre-paid pass holder, which allows you to reduce staffing.


Minimize shrinkage and improve auditing Another huge step forward made possible by these techno-


logical advancements is the ability to accept credit cards in the lane, even if that lane is in the middle of a grass field. Cash han- dling costsmoney inmanyways, andwhile there are service fees associated with credit card transactions, these are easily out- weighed by a number of benefits. Credit card transactions are automatically and reliably recorded, making reconciliation and auditing much easier.You also can dramatically reduce the staff and time needed to count the cash and close out the shift. Accepting credit cards is a good first step toward minimiz-


ing shrinkage, and real-time counts are the next logical audit tool to implement. The ability to accurately count both transactions and lane activity is essential to true auditing. Today’s wireless handhelds can integrate seamlessly into your overall parking management system, giving you up-to-the-minute reporting throughout your facility.


Informthe customer Another great way to provide a better customer experience


is to enhance your web site with an interactive map with sug- gested routes to parking facilities. Keep it updated and take into consideration any construction thatmay be occurring on theway to your complex.You also can show alternate routes to help alle- viate congestion.


The same interactive map


can show up-to-the- minute counts on how many spaces are avail- able for the event. Show- ing the number of avail- able spaces lets your patrons alter their route to a parking facility with plen- ty of room, which means more satisfied customers and less aggravation. Contact your local


DOT or highway department and see if


they will


allow you to inter- face into the roadway signs so that they can direct traffic to the most efficient route based on the current facility capacity levels. This will help decrease congestion and get the vehicles off the high- ways and streets and


into


parking facili- ties faster and with fewer issues.


Different parker groups You may have a number of different parker groups at every


event – pay-on-entry, pre-paid andVIP.What is themost efficient manner to handle each of these groups, achieve an excellent cus- tomer experience, and bring themback the next time? Use the technology that is available. Provide information as


soon as possible, and in as many formats as possible.And work with a professional to design your systemto be able to do all this easily and effectively. Remember that parking is your customer’s first and last


experience when they are visiting your facility.Make sure they are good ones.


Jeffrey Becker, Vice President of Vertical Markets for Amano McGann, can be contacted at Jeff.Becker@AmanoMcGann.com.


PT MARCH 2010 • PARKING TODAY • www.parkingtoday.com 21


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