Managing parking for theme parks, stadiums and large venues is no small task. When thousands of visitors arrive and leave at the same time, parking quickly becomes a critical part of the overall experience.
In a recent HUB Parking Technology interview, Silvia Zarri, Marketing & Communications Manager, sat down with Manuela Perniola, EMEA Key Account Manager, and James Whitaker, Solution Engineer EMEA & APAC, to explore how modern parking solutions are transforming these high-pressure environments.
Parking sets the tone for the entire visit
As Manuela and James explain, the parking experience often defines the first and last impression of a venue. Unlike retail or hospitals, crowds at stadiums and theme parks arrive and leave in waves, driven by emotional moments such as the start or end of a concert or match. This creates intense peaks, congestion, and frustration if not handled properly.
Long queues, unclear signage, and poor navigation are among the main complaints.
This is why a well-organized parking system is no longer a “nice to have” – it is essential to deliver a great fan experience.
Pre-booking and digital access: The experience starts at home
One of the biggest game changers discussed is pre-booking. Visitors can reserve their parking spot in advance via apps or venue websites, often at the same time as buying tickets for an event. This allows them to arrive confidently, knowing exactly where to go, and reduces waiting times dramatically.
For operators, pre-booking means better forecasting. They can see in advance how many vehicles to expect and adjust traffic flow, staffing and layouts accordingly. The result? Less chaos, fewer queues, and a more relaxed arrival for guests.
Catering for everyone: From digital natives to occasional users
Not all visitors are equally tech-savvy, and modern parking systems must cater to all.
James highlights how solutions can remain inclusive by offering:
- Family bays near entrances with wider spaces
- Accessible parking for people with disabilities
- Senior-friendly zones with short walking distances
- Multiple payment options including cash, cards and contactless methods
This flexibility ensures that everyone, from young families to elderly visitors, can enjoy a stress-free parking experience.
Real success stories: Merlin Entertainments in the UK and Odyssey Arena, Belfast
James shared his experience working with Merlin Entertainments at Legoland Resorts and Thorpe Park. Moving from traditional pay-on-arrival systems to ticketless, free-flow LPR solutions dramatically improved operations. At Thorpe Park, exit clearance times dropped from several hours to around 45 minutes on busy days. Visitors streamed in and out without stopping at barriers, creating smoother traffic flow and higher customer satisfaction.
Manuela shared the story of the SSE Arena (also known locally as the Odyssey Arena), which upgraded its parking system after the pandemic. With 10,800 seats and 1,500 parking spaces, the arena needed safe, modern, and efficient solutions. Key improvements included digital pre-booking and contactless payments, LPR-based access for season ticket holders, a white-labelled parking app for brand consistency, J4M digital validations for nearby businesses, and full integration with JMS for real-time reporting.
Together these experiences demonstrate how adopting advanced parking technologies and license plate reading technology can transform operations for the better!
Behind these innovations is the Janus Management System (JMS), HUB’s powerful management platform. It handles everything from small sites to large, multi-car park operations and integrates with external ticketing systems. Its real strength lies in data and reporting. Merlin used JMS analytics to discover that many customers weren’t entering their license plates when booking. By adjusting their process and making plate entry more prominent, they improved exit speed and overall efficiency.
Lessons for all large venues
From theme parks to congress centers, the message is clear: parking should be treated as part of the customer journey, not just an operational detail. The main takeaways are:
- Use pre-booking and LPR to reduce congestion
- Embrace ticketless and free-flow systems
- Leverage data analytics to improve decisions
- Integrate parking with ticketing and access control
- Focus on user experience at every step
As James puts it, combining technology, data and a user-centered approach turns parking from a problem into a strategic advantage.
Want to explore these insights in more detail? Watch the full video interview with Silvia, Manuela and James here!
