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

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

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

ParkHub was founded in 2010 by company CEO George Baker, a Dallas native who grew up in a parking-operating family. His father co-founded the American Dallas Parking Company. ParkHub has about 800 to 1,000 locations that work with various professional sports teams and Super Bowl organizers, Baker said.

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

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

Partnering with Oak View Group will allow ParkHub to expand beyond professional sports teams to other types of venues. Oak View Group is the parent company of OVG360, which manages, food and hospitality, and partners at venues such as the Cotton Bowl and Fair Park in Dallas and the Kay Bailey Hutchison Convention Center.

Joe Leung, vice president of parking and mobility services at Oak View Group, said the company will implement ParkHub’s technology at all venues that seem appropriate, although some locations don’t have paid parking. In addition to enabling payments, ParkHub’s technology allows partners to view real-time reports of parking trends, including arrival and consumption patterns.

“We’re always looking for technology that can help our guest experience, help our operations in a parking lot or garage, and help us better understand our business from an operational, analytical and financial standpoint,” Liang said.

In February, ParkHub received about $100 million in growth investment from private equity firm LLR Partners. The company plans to use the funds 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 leverage its technology into campground management.

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

The next frontier for Dallas parking tech innovator ParkHub is a campground

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