Calgary, Alberta

September 8, 2012

ACI-NA Operations & Technical Affairs Committee

Airport Parking: Addressing Operational and

Management Challenges

Jack Ricchiuto

Airport Parking Impacts

Airport Revenue

$7 Billion in Non-Aeronautical Revenue*

41.6% from Parking & Ground Transportation*

19.9% from Rental Cars*

Operating Costs

Customer Experience

Efficient Movement of Passengers

*2010 - Source FAA, ASS-400: CATS: Report 127

as reported in the 2012 ACI/IPI Airport Parking Study by Leigh-Fisher

Discussion Topics

Maximizing Revenues

Rate Setting

Product Offerings

Competing Against Off-Airport

Regulatory Challenges

Technology

Rate Setting

Rate Analysis

Weigh in-house vs. Comprehensive Third Party Analysis

Know the Competition

Structuring to Meet Demand

Consider Capacity/Overnight Inventory

Consider Peaks/Utilize PARC Data

Rate Elasticity

Optimization

Increments/Duration

Product Offerings

Objectives:

Enhance the Customer Experience

Increase Revenues

Increase Market Share

Up-Sell Parkers – Added Services & Enhanced Products

Product Offerings

How to Define & Differentiate Parking Products

Services

Convenience

Pricing

Product Offerings

Premium Services

Valet Parking

Bailment – Garage Keepers Liability

Assess the True Revenue Opportunity

Premium Parking

‘Gold Lot’ Concept

Per Reservation

Product Offerings

Shuttle Services as a Product Differentiator

Headways – Wait Times

Fixed Route vs. Bumper-to-Bumper Analysis

Adjust Lots/Routes for Dips and Peaks

Active ‘Smart-Loading’ Techniques

Smart Loading Techniques

Competing Against Off-Airport Parking

Define & Differentiate Parking Products

Identity & Branding

Consider New/Enhanced Services

Market Share Analysis

Dedicated Parking Website

Mobile Applications

Frequent Parker Program

Corporate Parking Program

Premier Parking

Advance Reservation System

Competing Product Analysis

COMPETITOR RATES DISCOUNT FREQUENT PARKER PROGRAM? OTHER SERVICES SOCIAL MEDIA

Open Air Parking: $5.95/day 5.36/day for open-air self parking or $7.16/day for valet parking. Does not include tax or airport access fee.

Spot Club Card Reservations Facebook

Open Air Valet: $7.95/day Register it online with credit card and track points 24/7 service

The Parking Spot - Memphis

Prices above do not include taxes & fees Use it at entry and you don’t need to pull a ticket. Use it at exit with your credit card and use our automated check-out lane.

Free Shuttle Bus every 5-7 minutes

2303 Democrat Road, Memphis, TN 38132 Corporate Parking Program

Phone: (901) 398-7400

(does not include taxes & fees)

Daily: $7.00 Surface $11.50 Covered

Internet Coupon: $6.50/day Surface or $11.00/day Covered (does not include taxes or fees) Perx Rewards Program Car Wash (starting at) $20 FACEBOOK

Weekly: $42.00 Surface $77.00 Covered Earn 1 point for each day of parking Oil & Filter $40

3441 Airways Blvd., Memphis, TN 38116 Monthly: $125 Surface $205.00 Covered 5 points = 1 Day Free Valet Service: Free

(877) ParkIt-X Prices above do not include taxes & fees 20 points = 1 Free Showroom Wash or 4 Days

Free Dry Cleaning

40 points = 1 Free Executive Wash or 8 Days

Free Estimates on dent, alloy wheel and windshield repair

Reservations WiFi: Free Travel Agent Program

Corporate Parking Program

Self Park N/A Safe & Secure N/A

FAST TRACK AIRPORT PARKING Valet Luggage Asstance 2303 Democrat Road RATES NOT AVAILABLE Open 24/7

Memphis TN 38132 Car Wash, Detail and Oil Change Services

available

Online Reservations

Market Share Analysis

Off-Airport Parking Revenue

As a Percentage of Gross Parking Revenue (On & Off-Airport)

As a Percentage of Overnight Gross Parking Revenue

Off-Airport Parking Transactions

As a Percentage of Overnight Parking Transactions

Helps to Adjust for Diversity/Flexibility of Off-Airport Rates

Fee Structure and Reporting Requirements

Parking Website Concept

Interactive Website Utilization

Online Sweepstakes Entry Promotions & Discounts

Frequent Parker Program Social Networking

Website Promotions

Automated Entry / Exit

Bills to Credit Card On-file

Secure, PCI Compliant

Receipt via Email

Points Credited Electronically

Online Redemptions

Free Parking or Prizes

Automated Frequent Parker Technology

Frequent Parker Program

Membership Cards Automated Frequent Parker

Rewards Catalog

Incremental Parking Revenue

Premier Parking – Gold Lot Concept

Access to Most Convenient Parking Spaces

Annual Membership Fee

Regular Parking Fees Apply

Typically a Physically Nested Area

Does Not Guarantee a Space

Inventory Management Insures Space Availability

Frequently Includes an Automated Entry/Exit/Payment Function

Incremental Parking Revenue

Premier Parking – By Reservation

Premium Paid on a Per Day Basis

Minimal Capital Costs

Standard Parking Fees Apply

Highly Flexible

Designate Premium Parking Spaces

Click and Park Reservation System

Pre-paid Parking Fee Option

Incremental Parking Revenue

Incremental Parking Revenue

Dashboard Permit Displayed

Point-to-Point Directions

Entry/Exit/Payment Via Existing Revenue Control System

Premium Fee Structure

Per Stay

Per Day

Enforcement Options

Maximizing Revenue - GT

Off-Airport Shuttles – Hotels, Charters, Off-Airport Parking

Taxis, Limos & Shard Ride Shuttles

Fee Structures

Flat Rate per Vehicle

Per Trip Charges

Percentage Fees

Reporting Requirements

Technology Options

Automatic Vehicle Identification

Curbside Audits

Regulatory Challenges - Parking

PCI Compliance

Who is the Merchant of Record?

Firewalls

Data Security Standards

Cardholder Data

• Storage and Access

FACTA

Regulatory Challenges - Shuttle Services

Regulatory & DOT Compliance

Buses

• Pre-trip and Post-trip Inspections

Drivers

• Work Hours

• Health Certificates

• Annual DMV Reports

State Requirements - Inspections

Technology Options

Zonar

DriveCam

Technology – Revenue Control

PARC System

Are You Fully Utilizing the System?

Match System Capabilities to Your Needs / Requirements

Fill the Gap with Audit, Polices & Procedures

Reporting Capabilities

Audit

Clear, Consistent, Written Procedures

Comprehensive Audit – Revenue, Procedures, Operations

Unique Requirements for Public Agencies

Technology Options – Parking Guidance

Wireless Camera Technology vs. Individual Sensors

License Plate Read Capabilities

Technology Options – Parking Guidance

Find Your Car / Watch Your Car App

Download Smart Phone App

Enter Parking Facility

Enter Space Number

System Transmits Real-Time Video of Selected Parking Space

Technology Options - DriveCam™