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ParkHub partners with Los Angeles firm to expand its parking technology footprint

The Dallas company has implemented its “bird’s-eye view” technology in venues like the American Airlines Center and AT&T Stadium.

Dallas company ParkHub, known locally for its parking lot technology at the American Airlines Center and AT&T Stadium, is partnering with a venue firm to expand its footprint across the country.

ParkHub will work with Los Angeles-based Oak View Group to implement its payments and analytics technology at numerous sports and entertainment venues, according to the companies. Oak View Group owns and operates arenas such as the homes of the NHL’s Seattle Kraken and New York Islanders, as well as Moody Center at the University of Texas at Austin.

In 2010, ParkHub was founded by George Baker, the company’s CEO and a Dallas native who grew up in a parking operations family. His father co-founded Parking Company of America-Dallas. Baker said ParkHub has about 800 to 1,000 locations, working with a variety of professional sports teams and Super Bowl organizers.

“What they get out of it is the data,” Baker said. “They use the operational, cloud-based reporting to unify all of their assets.”

ParkHub aims to make parking easier for operators and drivers with software that digitizes cash transactions, provides analytics and equips locations across the country with color-coded signs to show available spaces. It leases parking software to companies and receives a percentage of the parking revenue each month.

Working with Oak View Group will allow ParkHub to expand beyond professional sports teams into other types of venues. Oak View Group serves as a parent company to OVG360, which does a combination of management, food and hospitality and partnerships at venues like the Cotton Bowl and Fair Park and the Kay Bailey Hutchison Convention Center in Dallas.

Joe Leung, vice president of parking and mobility services at Oak View Group, said the company will implement ParkHub’s technology in all venues that seem appropriate, though some don’t have paid parking. Besides enabling payments, ParkHub’s technology allows partners to see real-time reporting of parking trends, including arrival and spending patterns.

“We’re always on the lookout for technology that helps our guests’ experience, helps our operations in the parking lot or garage and helps us to understand our business better from an operational, analytical and financial standpoint,” Leung said.

In February, ParkHub received a growth investment of about $100 million from private equity firm LLR Partners. The company planned to use the capital to further develop its parking management and payment processing technology, as well as potential acquisitions. In 2021, the company acquired Dallas-based startup Bonfire, to make a move into campground management with its technology.

It has raised just under $120 million through seven funding rounds, according to tracking site Crunchbase.

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