The last flat price on game day is the one on the parking lot.
Every seat, every suite, every sponsorship is priced to demand — a primetime rivalry doesn't cost what a Tuesday friendly costs. Parking, for most venues, still runs a static rate card — a couple of event tiers set before the season, not the day's demand. PVS Stadium prices the lot the way you price the ticket: every event is a sellout-grade scarcity event, and no two events draw the same demand.
You yield-manage everything but the parking lot.
Ticketing got sharp a decade ago — dynamic seat pricing, variable suite rates, demand-tiered sponsorship, secondary-market signals read in real time. Parking got left behind: at most venues, still a static rate card — a couple of event tiers set before the season — on the most captive demand in the building.
A static rate is wrong twice. It leaves money on the marquee nights that would clear at far more, and it prices soft midweek events so high that drivers park off-site — leaving owned spaces empty. PVS Stadium prices each event to its own demand, tier by tier.
A stadium is one problem, running hot every night.
Parks flip between calm and binding across a season. A stadium never leaves the binding regime — capacity is the constraint at every event, so you're always yield-pricing the scarcity. The catch: demand swings enormously event to event, and a single static rate can't follow it.
The soft midweek event · demand is thin
A flat "event rate" set for the marquee nights overprices the soft ones — drivers route to off-site lots and your owned spaces sit idle. PVS Stadium reads the thin forecast and drops the base to win the car back, tier by tier.
The marquee night · demand spikes
A rivalry, a playoff, a sold-out headliner — every space is spoken for hours out. This is where a static rate costs the most. Graduated scarcity yield lifts the general lot to what the night will bear, with floors, ceilings and a full log.
What the lot is worth when you price it like the ticket.
A representative multi-use NFL venue — NFL, MLS, college and concerts across 44 events, ~20,000 controlled spaces, a season-parking program. Every figure below is an output of a bottom-up model built on published benchmarks — not a client result.
$5.17 per-cap
industry reports 18–25%
owned spaces sit empty
night to primetime
How this is modeled: a 44-event multi-use calendar (NFL, MLS, college, concerts) against ~20,000 controlled spaces — NFL venues plan ≈1 space per 3.3 seats — at 3.3 persons per vehicle and a blended net of ~$21 per paid transaction drawn from published event-parking rates ($15–25 soft, $35–60 general, $75–100+ premium). Season revenue is the output; the uplift is modeled at a conservative ~10% where the industry reports 18–25%. A real comparable — a 68,000-seat venue with 22,000 spaces running a ~$31.4M parking engine — puts this model at the low end of observed reality, not above it. These are benchmark figures, not a client result.
Sources: Athletic Business (occupancy · space-to-seat ratio) · NFL game-day cost 2025 & MetLife Stadium (parking rates) · stadium parking benchmark (~$31.4M · 22,000 spaces) · dynamic-pricing uplift (18–25%).
Forecast the event. Price the lot. Push the rate.
A closed loop on your own data — the same substrate behind Peregrine's parks pricing, tuned to the event calendar and already running live at a Tier-1 NFL venue.
Forecast
Opponent draw, day-of-week, kickoff time, event type, weather and secondary-market signal roll into a per-event attendance and cars-on-lot forecast — the demand index every price reads from.
Price
One engine sets the per-tier ladder — general, preferred, front-gate, valet — off a demand-indexed base, spread and advance levers, and graduated scarcity yield the moment a lot oversubscribes.
Push
Recommended rates flow to the gate and storefront through the existing price-push path — JustPark (formerly ParkHub) and direct sales — with floors, ceilings, and a full activity log behind every change.
The whole calendar at a glance — every event scored by projected draw, marquee nights flagged, weather and opponent baked in.
Demand-indexed base on the soft nights, graduated scarcity yield when a lot binds. One model, priced to the cent, tier by tier.
Game-day arrivals, projected scan pacing by channel and gate, overflow triggers, bus / rideshare / staff coordination.
What each parking space is worth — cost basis to recommended optimal, per space, rolled up to the venue.
Operator statements checked against the model line by line — overcharges caught before they clear, under-billing flagged.
Dynamic-pricing uplift, tier utilization, master finance — one click to CSV or PDF for the revenue meeting.
Bring your calendar. We'll show you the money on the lot.
Request a demo and we'll walk you through the live model on numbers that look like yours — a full event calendar, every tier, tuned to your venue.