Picture the scene. An event is about to kick off, thousands of fans or visitors are heading your way, and your car park is in chaos. Drivers are circling, staff are overwhelmed, and the experience is already frustrating before anyone even walks through the door.

It doesn't have to be this way.

JustPark's EventPass is changing how organisations manage event parking. Whether you run a 20,000-capacity arena, a city-centre church, or a primary school with a car park that sits empty at weekends, EventPass opens up a simpler, smarter way to generate new parking revenue from event demand.

What is EventPass?

EventPass is part of JustPark Passes, a complete portfolio of pre-paid event parking pass solutions designed for parking operators, event venues, and community organisations.

The Passes portfolio includes three products:

Together, these three products turn event parking into a planned, pre-sold channel rather than a last-minute guessing game. Event parking passes offer operators and community venues more predictable demand, higher revenue, and smoother operations. Drivers get the certainty of knowing exactly where they are parking before they leave home.

How it works for drivers

When a driver plans to attend an event, they join more than 13 million others who search for parking each year on the JustPark marketplace. Your EventPass listing is visible to this wide and active audience. Drivers simply search for parking, find your venue's EventPass, and make their booking in just a few clicks. After booking, they receive a confirmation email with everything they need for the day. There's no need to download an app or wait in line for tickets. Verification on arrival is quick and flexible — whether by number plate recognition, checking the booking email, or other methods configured by your site.

How it works for operators and venues

EventPass layers on top of your existing operations seamlessly. You continue running everyday parking as normal and simply enable event parking. When an event at a nearby venue is confirmed, event parking takes precedence — ensuring you capture event-specific pricing and revenue rather than standard reservation rates. Everything is automated and managed by JustPark, eliminating the need for manual coordination and management.

Where required, we support event-day access control through Automatic Number Plate Recognition (ANPR) technology or existing enforcement integrations. For locations that need boots-on-the-ground support, JustPark's Event Support Team (EST) partner provides on-site staffing and full event-day management.

Built on proven expertise

The technology behind JustPark Passes was originally built and scaled by ParkHub, a US specialist in B2B event parking operations, before ParkHub and JustPark merged in April 2024. That merger brought together ParkHub's end-to-end expertise with JustPark's marketplace. We combine deep operational knowledge with unmatched audience reach.

EventPass for Parking Operators

For parking operators, EventPass represents a genuine commercial opportunity.

Demand spikes around stadiums, arenas, and town centers are predictable, but often poorly monetised. Operators regularly see their sites fill up, but without a pre-booking layer, revenue remains unpredictable, and operational planning relies on guesswork.

EventPass changes that equation. By listing spaces through the JustPark marketplace, operators put their inventory in front of drivers actively searching for parking. Instead of relying solely on hourly pricing or drive-up traffic, you allocate inventory specifically for events and apply event-based pricing that reflects true demand. This locks in more revenue before event day and improves staffing predictability.

JustPark EventPass layers on top of your existing operations seamlessly. You continue running everyday parking as normal and JustPark simply enables parking for specific calendar events at nearby venues. We eliminate manual coordination and disconnected spreadsheets through an entirely automated system governed by your rules.

Crucially, JustPark does not compete with your existing operation. We optimise pricing and fill the spaces that would otherwise go unused or be left to unmanaged drive-up demand. Our commercial model is straightforward: JustPark only earns when you earn.

EventPass for Churches and Schools

Not every organisation benefiting from EventPass runs ticketed events for thousands of people. Some of the most compelling use cases involve community spaces that have never thought of their car park as a commercial asset.

Churches and Community Venues

Church car parks often sit empty for significant stretches of the week. Morning services fill them on Sundays, but the hours in between represent a genuine, untapped opportunity to boost community venue parking revenue.

JustPark works with churches and community venues across the UK to list spaces during unused hours. There are no upfront costs. You stay in complete control of which spaces are listed, on which days, and at what times. Your regular congregation and scheduled events are never compromised.

Through a simple Event Management tool you can decide which events you want to sell parking for. We handle all bookings, payments, and the driver experience — with no hardware required and no ongoing admin burden on your team. Where on-site support is needed (for example, if your site is gated), JustPark's Event Support Team partner can provide staffing and access management. For churches navigating funding pressures, this passive income makes a meaningful difference.

Schools

School car parks represent one of the most overlooked revenue opportunities. They are packed during the school day, but evenings, weekends, and school holidays often see them sitting entirely empty.

JustPark works with schools to unlock that value without disrupting the school’s primary function. Through a simple Event Management tool the school decides which events they want to sell parking for, and sets availability, so spaces are only listed outside school hours. If you need the car park for a sports day or parents’ evening, you simply don’t sell parking for the event..

Security remains a priority. Schools get real-time visibility of exactly which vehicles are authorised to be on site. Only verified JustPark users with account details on record can make bookings.

Schools across the UK use this income to fund trips, sports programmes, and building maintenance. Holbrook Primary School is a great example, turning an unused car park into a consistent income stream that funded a brand new sensory garden.

Real Results: The O2 and EventPass

The scale of what is possible with EventPass is illustrated by our partnership with The O2 in London, one of the world's busiest live entertainment venues.

Before working with JustPark, The O2 managed parking through an in-house platform. While functional, it lacked the data capability needed to understand customer behaviour or optimise operations.

The introduction of EventPass transformed their approach. The team now has granular visibility of who is attending, how far they have travelled, and what they are driving. This data eliminates guesswork and streamlines event night operations.

The ANPR integration also supports The O2’s sustainability agenda, helping them understand the split of electric, hybrid, and petrol vehicles in attendance. For guests, the experience has improved just as much. Fans pre-book parking directly, receiving a digital pass for seamless entry.

Read the full story here: How The O2 enhanced their event parking operations with EventPass.

Is EventPass Right for You?

The common thread across all these use cases is that the car park is an asset often generating far less than it could be.

EventPass makes it straightforward to change that. We require no long-term lock-in, no upfront investment, and no overhaul of your existing operations. JustPark works around you. We fit alongside your current setup, list only the spaces you choose, and handle everything else in the background.

JustPark only earns when you earn.

What could your car park be earning with EventPass? Get in touch with the JustPark team today to find out.