When you’ve worked in event parking long enough, you start to see a pattern: even the best venues often struggle with systems that don’t talk to each other.

One tool for prepaid parking.
Another for on-site sales and scanning.
Another for reporting.
And of course, Ticketmaster and third party resellers operating their own universe of ticketing options.

Individually, these systems work. Together? They can create friction for fans, headaches for parking teams, and hours of unnecessary work behind the scenes.

At JustPark, we’ve spent more than a decade helping over 450 U.S. venues simplify the most complex part of event day operations. This year, that mission brought us to one of our most important milestones to date: our new-and-improved integration with Ticketmaster, allowing venues to sell JustPark parking passes directly in the Ticketmaster checkout flow.

But instead of us telling you why it matters, we invited some of our clients who live this every day to share how it’s changed their operations, their guest experience, and even their bottom line.

Disconnected Systems and a Search for Simplicity

Across arenas, stadiums, and multi-venue entertainment districts, the pain points were remarkably consistent.

FedExForum’s Director of Guest Services, Ebony Hattix, remembers what parking operations looked like before everything lived under one roof:

“We were using separate systems. Manual reporting. Slower support. We were always asking, how can we streamline?”

For Moda Center in Portland (a campus that can host Trail Blazers games, concerts, hockey, and multiple events simultaneously), flexibility and control were the missing piece. 

As Kyle Endert, their Director of Parking & Transportation, explained:

“Before, it was a three-team operation. Ticketmaster, our box office, and JustPark were all doing different pieces. We were bouncing between systems just to get one source of truth.”

And at Legends Global Jacksonville, where five different venues sit within one sports complex, the situation was even more challenging.

Andre Gaines, Parking Manager for the Legends Global complex, put it simply:

“We could have one, three, even four events at once. Having everything in one place, it makes an event day so much easier.”

Each venue needed something that didn’t exist: a single connected system from pre-sale to scanning to reporting, with the ability to sell directly where fans were already buying their tickets.

The Evolution of the JustPark Platform

To solve this, we started by turning on-site event parking from a manual chore into a data-driven operation.

Prime: On-Site Event Parking, Modernized

Prime, our mobile point-of-sale device built specifically for event parking, became the foundation. Teams could accept mobile payments, validate prepaid passes, and see real-time data right in the lane.

Suite: One Command Center for Every Event

As operations grew more sophisticated, Suite became the control hub for parking teams:

• Event setup

• Lot configurations & pricing

• Cashier assignments

• VIPs, permits, and exemptions

• Real-time command-center dashboards

• Post-event reporting & analytics 

As Ebony put it:

“Our reporting is clean, and we can actually see what we’re making. It gives our finance team what they need and gives us the real-time sales and inventory we need to actually manage an event.”

Passes: Multiple options for prepaid parking

Venues asked for a better way to handle prepaid inventory – without workarounds, without duplicated events, and without emailing lists.

We built:

• EventPass (single-event reservations)

• SeasonPass (full seasons & multi-day events)

• CompPass (VIPs, employees, suite holders)

A Turning Point: Parking Inside the Ticketing Checkout Flow

The final silo left standing was the pre-sale experience. Fans could buy event tickets easily on the venue website, on Ticketmaster or on a verified reseller, but parking often lived somewhere else.

As Kyle explained:

“Our Blazers fans are used to buying everything through Ticketmaster. We were waiting for that evolution.”

In August, we launched it.

Now venues can configure parking inventory in Suite. And with a flip of a switch, that inventory is also available directly inside the Ticketmaster checkout as well as on their own website and on verified third party reseller sites like Stubhub and Gametime..

Fans:

• Select their event

• Pick their seats

• Add parking to the same cart

• Check out once

• Access the parking pass via email, in their mobile wallet, or in the Ticketmaster app if that’s where they made their purchase

No account creation. No confusion. No extra steps.

For Ebony at FedEx Forum, it was a no-brainer:

“If you can purchase your ticket and purchase parking, you’re going to sell more of it. I buy my ticket, I buy my parking, and I don’t have to worry again until the event.”

And for Jacksonville’s ticketing team, it changed the game.

Corey Roche, Director of Ticketing, explained:

“We had to cut off parking early just to reconcile. We’d lose potential sales. Now everything is managed in one place—and it’s real-time.”

What Happened When Everything Finally Connected

Across all three venues, three themes came up again and again.

1. Real Control Over Inventory

With Suite as the single source of truth, teams can adjust capacity, pricing, or lot availability instantly — even during an event.

Ebony shared:

“We had maintenance in our garage and were able to limit capacity in 5 seconds. It’s just typing numbers. It feels smoother and more consistent.”

2. Better Fan Experience

JustPark Passes are unique in that they’re color-coded with wayfinding, making it easier for fans to find their lot and get into the venue quicker.

Kyle emphasized how crucial this is for concerts:

“Trail Blazers fans know where to go. Concert fans don’t. Having maps, imagery, and directions—it's huge for us.”

The Legends Global Jacksonville team saw the same impact:

“With wayfinding, fans aren’t driving around the complex anymore. They know exactly where to go.”

3. Data That Drives Revenue

With integrated sales data from Ticketmaster and JustPark, venues are now making smarter decisions, especially about pricing and lot utilization.

Corey explained:

“We can see which lots are buying and create dynamic pricing strategies. If a lot is underutilized, we can target it with texts or adjust pricing right away.”

The Human Side: Partnership, Trust, and Speed

One of the strongest themes from all three venues wasn’t about technology at all, it was about people.

FedExForum famously likes to move quickly. When they decided to launch Passes, they gave JustPark two weeks before a major concert.

Ebony laughed remembering it:

“We like to do everything real quick. We had a concert coming in 2 weeks. You said it could be done—and it was. We got the concert built in like 2 days.”

But the part she kept coming back to wasn’t speed—it was trust:

“It was never talking to a robot. It was live coaching, Zoom calls, someone saying ‘I’ll call you in 10 minutes.’ It feels like we’ve been friends for a million and one years.”

Kyle echoed the same sentiment:

“We’ve gotten to know the team very well. Blake and I talk all the time.”

And Andre summed it up cleanly:

“The reporting, the support, the system—it’s night and day. Couldn’t do it without it.”

A New Era for Event Parking

When fans buy parking where they buy tickets, everyone wins.

When parking teams see the whole operation (from planning to scanning to reporting) in one system, everyone wins.

When venues can control their own inventory, pricing, and data, everyone wins.

This isn’t just a technical integration. It’s a shift toward unified operations, cleaner guest journeys, and more revenue, with fewer headaches.

As Kyle put it:

“It’s really given us that control of having everything in one location.”

And as Ebony said:

“It’s been a true partnership since day one.”

This is just the start.

If you’d like a deeper dive into how the integration works—or want to explore what it would look like for your venue—our team is here, ready to walk you through it.

Fill out the form below and we'll set up time to connect.