Turning Matchday Parking into Meaningful Change for Local Schools

When people think about event parking, they tend to think about logistics: getting in, getting out, and avoiding queues. But at its best, parking can do more than keep traffic moving - it can create lasting value for the communities that host it.

That belief has long been central to JustPark’s ethos. From homeowners listing their driveway to earn extra income, to community organisations opening up their land on busy event days, the platform helps people make better use of the space they already have.

Through the acquisition of BigParking - a specialist in professionally managed event parking and traffic management - JustPark is expanding this impact even further.

Holbrook Primary School in Coventry is a powerful example of what that looks like in practice.

Located close to the CBS Arena, the school partnered with BigParking to host professionally organised matchday and event parking during major sports fixtures and live events. With experienced, customer-focused teams managing traffic flow and stewarding onsite, the arrangement ensured a smooth experience for drivers while safeguarding the school environment.

By opening up its land in a structured and well-managed way, the school has been able to generate valuable additional income - without placing pressure on already stretched education budgets.

Those funds have been reinvested directly into projects that support pupils’ learning, wellbeing and development.

Creating Space for Calm, Inclusion and Curiosity

One of the most impactful outcomes of this partnership has been the creation of a new sensory garden on the school grounds.

Designed as a calm, engaging outdoor space, the garden gives pupils the opportunity to explore different textures, colours, sounds and scents in a safe, natural environment. It supports emotional wellbeing, sensory development and inclusive learning - and has quickly become a valuable resource for both teachers and pupils.

Teachers are already using the garden as an outdoor classroom, as well as a quiet space where children can reset, reflect and reconnect with nature during the school day.

Growing Food - and Life Skills

Alongside the sensory garden, Holbrook Primary School has also developed a vegetable patch, giving pupils hands-on experience of growing food from seed to harvest.

Through the project, children are learning where food comes from, why healthy eating matters, and how growing produce locally benefits the environment. Just as importantly, they’re developing skills that extend far beyond the classroom - responsibility, patience, teamwork and pride in seeing a project through.

The vegetable patch is now used across multiple subjects, including science, geography and personal development, turning everyday learning into something practical and memorable.

From Event Expertise to Community Impact

Whether it’s a homeowner listing their driveway on JustPark’s marketplace or a school opening its gates on matchdays, the principle is the same: turning underused space into opportunity.

For years, BigParking has worked with schools, churches, mosques and community organisations across the UK to deliver safe, professionally managed event parking at scale. With trained teams, structured site plans and a strong focus on customer service, these partnerships have created reliable, sustainable income streams for more than 100 community organisations.

Now, as BigParking’s event locations join the JustPark platform, this community-first model will combine operational expertise with digital booking - making event days smoother for drivers, venues and the organisations opening up their space.

As Chris Brown, School Business Manager at Holbrook Primary School, explains:

“The funds raised through event parking have made a real difference to our school. The sensory garden and vegetable patch are already having a positive impact on our children’s learning and wellbeing, and we’re incredibly proud of what we’ve been able to achieve.”

Looking Ahead

Holbrook Primary School’s story shows how something as simple as parking - when managed professionally and delivered in partnership - can help create spaces where children can learn, grow and thrive.

By bringing together JustPark’s technology with BigParking’s event expertise, the opportunity to deliver positive local impact on busy event days is only set to grow - proving that parking, done well, can give back far beyond the car park.