Large Event Access Experience
Large-Venue Access & Parking Management Strategy
Transportation Strategy to Unlock Real Estate Opportunities
Oracle Park, San Francisco, CA
Increased the use of transit, walk, and bike and redistributed parking demand while increasing guest experience scores
The Key Task
Manage access to a 40,000-seat venue with 100+ events per year in a rapidly changing context while improving experience scores and the venue’s reputation
Business Goals
Improve reputation among fans for parking & access
Ensure careful management in light of a neighborhood context that was rapidly changing, including a new basketball arena less than a mile away (Chase Center) + reduced team-controlled parking supply to make way for Mission Rock development
Right-size organization’s long-term investment in parking
Guest Wishes
Make it as easy as possible to get to games
Ensure that premium and ticket member entitlements could continue to be honored
Make parking more predictable and understandable, given differences in how parking worked vs. other venues
Strategy
Make the parking market more transparent and friendlier via technology—parking reservations and access-control systems
Values-based communication strategy that emphasizes transit, walking, biking, and ride-hail services while providing clear and supportive information for those who need or want to drive
Align parking pricing strategy to daily conditions
Focus on customer service & data in team-controlled parking
Results
Access experience scores increased: 7.89 (2024) to 8.31 (2026)
Non-auto mode share increased: 52% (2019) to 55% (2026)
No post-event negative media about Oracle Park access