Wise Parking
Helping clients wise up on how to unlock parking’s commercial potential
Parking specialist Wise Parking has carved out a strong position in the UK events sector, following two highly successful years supporting Silverstone to unlock the full commercial potential of its parking operations at the British Grand Prix, Moto GP and other events. From NHS sites and shopping centres to beachfronts,
universities and hospitality venues, Wise Parking delivers tailored parking solutions for clients across the UK. Whether it’s two spaces for a local retailer or thousands for a stadium, the Daventry-based company uses cutting- edge technology to transform parking into a smoother experience for drivers and a stronger revenue stream for operators. By combining ANPR cameras, payment machines
and digital apps, Wise Parking ensures clients not only maximise returns from their parking provision but also offer users the convenience of seamless entry, easy payments and real-time space availability. Silverstone is a prime example. Ahead of the 2024
British Grand Prix, the venue sought new ways to organise parking more eff ectively and capture income from the thousands of vehicles on site. Lee Burton, Director at Wise Parking, said: “We spent
a considerable amount of time scoping and helping Silverstone monetise their parking effi ciently. At an event like the British Grand Prix, taking payments on entry just slows people down, and there’s not a lot you can do about those who decide to drive in and out without paying.
“T ey came to us to see what they could do, and we
presented a solution involving ANPR and app payments. Further, there was an option to pay for parking when booking a ticket, with a live integration between Silverstone and Wise Parking, and clear instructions for those that hadn’t pre-booked. After the event, anyone who hadn’t paid received a reminder to pay for their parking. “Like Silverstone, we wanted to ensure that the customer
journey and experience was best in class for such events, we wanted to be empathic rather than draconian in our approach. We want to make it as easy as possible to pay for parking and not focus on catching people out.” T e approach proved a huge success, not only driving
new revenue but also giving Silverstone’s team live data to improve traffi c management and the visitor experience. T e result was Wise Parking extending its off ering over more events in 2025 to support the British Grand Prix, Moto GP, and a series of summer festivals, along with a signifi cant expansion of its solution across more locations. Recognising the scale of opportunity in the events
space, Lee and founder of Wise Parking, Stuart Cole, have invested in expanding the company’s event portfolio, working with organisers across the UK to provide tempo- rary but highly eff ective parking control at scale. Lee added: “It’s a simple fact about any event that parking
issues, either taking too long to park or too long to get out afterwards, has a negative impact on the overall experience. Being the fi rst and last touch point of any event, it’s vital that these are run as smoothly and as professionally as the event itself, we want the event to be remembered, not the trouble with parking. T rough data analysis, the organisers can see information about which areas fi ll up quickest, when to start directing drivers to other areas, and when peak times will be, so that they can be fully prepared.
MOTORS
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