Houston Airport System Valet Parking Project

Houston Airport System
Valet Parking Project

Valet Parking Background

Background:

In an effort to generate new revenue and create more dynamic parking options, the
HAS Parking Team was charged with creating a new parking product. After months
of researching and networking with various airports around the country, airport Valet
Parking was born.

The Valet Parking product was created to provide passengers departing from either
airport the ease of traveling by leaving the parking to our new Valet Parking program.
To support the new parking product the Parking Division created and develop a year-
long advertising campaign. It was decided that the Valet Parking program would be
offered at both airports but in phases. This was done primarily to work out any
issues with the program and plan accordingly.

The strategic marketing plan for both airports included a fully integrated marketing
plan that included the following marketing elements: television, radio, billboards,
dioramas, banners, website, promotions, partnerships and public relations.
These marketing efforts were specifically created to increase revenues, generate
awareness and elevate the customer experience at the Houston Airports.

How Valet Parking Works

• Through our parking operator New South Parking, our valet
parking vendor USA Parking manages the day-today operations
in the garages.

• Valet parking allows customers to drive into the reception area
and drop off their keys. Customers must provide return flight
information at check-in to ensure that their vehicle will be waiting
for them at the reception area as soon as they return to HOU.
This can also be done online by making a reservation a head of
time.

• Valet is $25.00 a day, compared to $19.00 a day to park in the
terminal garage. As part of the initial launch at both airports
customers took advantage of a special promotional offer of $20.00
a day and receive a complimentary USA Today newspaper and
bottled water through for thirty days.

• Customers were encouraged to save even more time by going
online and visiting http://www.fly2houston.com/HOUValetParking
or http://www.fly2houston.com/IAHValetParking to reserve their
valet parking spot and sign-up to join the frequent parking
program.

Valet Parking
Goals & Objectives

Objectives:

• Introduce Valet Parking to the traveling public in the
City of Houston

• Generate awareness for Valet Parking at both airports
• Support the Valet Parking with a strategic marketing plan
• Increase sales and revenues not only during its

introduction phase but long term.
• Generate PR/media buzz from local and national media

outlets for the grand opening of Valet Parking.

IAH Valet Revenue Trend

Revenues 2012 - 2014

IAH’s valet parking product is less than two years old but the
revenue trend shows significant growth since it was introduced.

5

IAH Valet Transaction Trend

Transactions 2012 - 2014

IAH’s valet parking product is less than two years old but the monthly
transactions trend shows steady growth since it was introduced.

6

HOU Valet Revenue Trend

Revenues 2012 - 2014

HOU’s valet parking product is less than two years old but the
trends show significant growth since it was introduced.

7

HOU Valet Transaction Trend

Transactions 2012 - 2014

HOU’s valet parking product is less than two years old but the monthly
transactions trends shows steady growth since it was introduced.

8

Valet Parking Advertising @ IAH

HAS Intranet and Website Advertising
Valet Parking

Valet Parking Website

IAH Valet Parking Billboards

NB I-45 SB I-45
NB – 59 EB - Beltway 8

IAH Valet Parking Terminal Dioramas

Term B - Bag Claim Term B Concourse

IAH Valet Parking Windmasters

IAH Valet Parking Wrapped Booth

IAH Valet Parking Television Spot

A closed-caption television
spot was created to
promote Valet Parking
at IAH

Cost: $11,800
Flight Time: Nov. & Dec.
Stations: KPRC (CBS
news)

Public Relations – Mayor’s Citizens.Net Article on Valet Parking

The new Valet Parking Improvements at Bush and Hobby Airports
Parking product at The Houston Airport System (HAS) is always looking for ways to improve services and amenities at
both George Bush Intercontinental (IAH) and William P. Hobby (HOU) Airports. Customers have seen,
Bush and will continue to see, improvements at the parking facilities at both airports including, but not
Intercontinental limited to:

Airport was Parking Ambassadors at Hobby and IAH
featured in the Using 11-passenger courtesy shuttles, Parking Ambassadors will pick up travelers in the parking
Mayor’s weekly garages at IAH and drive them and their luggage to the elevators. These same shuttles are used at the
news letter that Hobby Airport ecopark 2 lot to take customers to/from the terminal. Ambassadors also help with
reaches over loading and unloading luggage for senior citizens and parents traveling with small children,
24,000 City of passengers who can't find their vehicles and calling for help to jump start dead car batteries.

Houston Portable Car Wash Now Available at IAH
residents. IAH offers an environmentally safe car wash service at ecopark. SUDS Hand Car Wash cleans vehicles
a few hours before customers return to Houston. Customers simply talk to the SUDS sales associate
and make the appointment. SUDS uses a high-pressure nozzle that turns water into a near vapor, and
only the exterior of the car is cleaned, so there is no need to leave your keys behind. SUDS is coming
to HOU by the end of the year. For more information on SUDS, visit www.fly2houston.com/IAHSUDS.

Time-Saving Valet at IAH
IAH now offers valet parking that allows customers to drive into a reception area and drop off their
keys. Customers must provide return flight information at check-in, to ensure that their vehicle will be
waiting for them at the reception area as soon as they return to IAH. Valet is $25 a day, compared to
$17 a day to park in the terminal garages. Valet parking will be introduced to HOU this fall. For more
information on valet parking, visit www.fly2houston.com/IAHValetParking. To learn more about HAS,
visit www.fly2houston.com.

Valet Parking @ HOU

HOU Billboards – 2 Locations

Pre-opening 11/1/2012
NB I-45 @ Edgebrook

Opening Day 11/15/2012

SB I-45 @ Wayside

Promotional Pricing 11/15/2012 – 1/7/2013

HOU Billboard Signs

Billboard signs were posted along I-45 to promote Valet Parking and direct
customers to the valet area.

I-45 NB at Broadway I-45 SB at Broadway

HOU Valet Signs On-Site

Signs were created to
promote Valet Parking and
direct customers to the valet
area.
The signs included: pole
banners, Wind-masters,
overhead banners, and
elevator wraps

Overhead Roadway Signs Overhead Banner

Valet Windmaster

SUDS Windmaster Roadway Pole Banner

HOU Dynamic Valet Signs

Dynamic signs Terminal Dioramas Elevator Wraps
were created to
promote Valet
Parking and
direct customers
to the valet area.
The signs
included:
elevator wraps &
terminal
dioramas

HOU Valet Parking Television Spot

A closed-caption
television spot was
created to promote
Valet Parking at
HOU & IAH

Cost: $11,800
Flight Time: Dec. & Jan.
Stations: KPRC (CBS
news)

Public Relations –
Mayor’s Citizens.Net Article on Valet Parking

The new Valet Valet Parking Now Available at Hobby Airport
Parking product at Valet Customers have access to car wash services and online reservations
Hobby Airport was William P. Hobby Airport (HOU) now offers valet parking that allows customers to
drive into a reception area located in the terminal garage, drop off their keys and
featured in the catch their flight. Customers must provide return flight information at check-in to
Mayor’s weekly news ensure that their vehicle will be waiting for them at the reception area as soon as they
return to HOU. For faster service, customers can use the online reservation system
letter that reaches to reserve their spot. Until January 7, 2013, valet parking is $20 a day and comes with
over 24,000 City of a free USA Today newspaper and free bottle of water. After January 7, 2013, valet
Houston residents. parking is $25 a day and continues to come with a free USA Today newspaper and
free bottle of water. All vehicles using the valet service will be in covered parking.
Valet parking customers may also use SUDS Valet Car Care services. SUDS offers a
portable car wash and cleans vehicles a few hours before customers return to
Houston. There are four packages to choose that range from a regular car wash to
full detailing that start at $30. For more information on SUDS, visit
www.fly2houston.com/SUDSHOUValet. For more information on valet parking at both
George Bush Intercontinental and Hobby airports, contact Anthony Shipp at
[email protected] or visit www.fly2houston.com/HOUValetParking.
For more information on the Houston Airport System, visit www.fly2houston.com.

HOU Ribbon-Cutting Ceremony

• A Ribbon-Cutting
Ceremony was utilized
to introduce the Valet
Parking Garage.

• Local news outlets were
invited to cover the
grand opening.

• Key stakeholders form
NSP and USA Parking
joined the HAS Parking
team to introduce the
new parking product.

Valet Parking Sports
Advertising & Partnerships

Shell Houston Open Golf Tournament
“Valet Parking Tent Experience”

During the annual Shell
Houston Open Golf
Tournament, HAS featured it’s
premium parking product, Valet
Parking! Valet Ambassadors
were on-site to inform event
goers about the product and
service and gave event goers
the First Class Valet Parking
experience. They provided
event goers with the following
promotional items in a gift bag:
• Valet Brochure
with coupon
• Tote Bag
• Luggage Tag
• Lighted Key Chain
• Hand Sanitizer
• Bottled Water
• USA Today Newspaper
• Golf-size umbrellas
• Signed people up to be
Valet Parking Plus Members

Houston Rockets Partnership

• HAS partnered with the Houston Rockets for the entire 2013-2014 season.
• Valet Parking print and video ads were featured on the Houston Rockets NBA website
• The ads ran during our key times of the year Nov-Jan & Mar-May
• The Ads started running November 2013
• Cost – $10,000

• 500,000 (impressions) Banner Ads & 150,000 (impressions) Video Ads

Valet Parking - Banner Ad Valet Parking - Video Ad
Launch Date – 11/13/13 Launch Date – 12/11/13
Impressions - 246,144 Impressions – 11,743
Clicks – 4,799 Clicks – 427
CTR - 1.95% CTR - 3.46%