The Challenge: Turning Parking Into Profit
Regency Development, a Dallas-based real estate firm serving financial institutions and private investors, managed a high-rise near Los Angeles International Airport (LAX) for Dry Dock Dollar Bank of New York. The building’s limited parking made it tough to attract tenants and remain profitable. To solve this, Regency acquired an adjacent lot and invested $30 million to build a premium parking structure. But for the investment to pay off, this facility needed to stand alone as its own brand — with strong traveler appeal and a clear competitive edge.

That’s where we came in: tasked with transforming a basic parking garage into a must-use service for travelers flying in and out of LAX.

Strategic Objectives

• Reimagine Airport Parking: Develop a new premium service model and brand that would resonate with both frequent flyers and leisure travelers.

• Maximize Awareness: Launch WallyPark with an integrated marketing and PR blitz to make it the top choice for airport parking at LAX.

The Campaign: A Multi-Channel Breakthrough
Our approach combined brand design, national PR, and creative outreach:

• Brand Identity: We developed the entire product identification system, ensuring WallyPark stood out in a crowded travel market.

• Media Blitz: Crafted press kits and news releases for targeted local and national outlets — setting up TV, print, and radio coverage.

• Grand Opening: Hosted major media for a first-look event, generating buzz before opening day.

• Radio Spot: Produced an original, clever radio spot that made parking personal — so catchy that it caught the ear of Texaco’s brand manager on his morning commute, inspiring future projects that changed our business forever.

• Trade & Direct: Placed ads in key trade publications, ran direct promotions to frequent flyers, and partnered with airlines for ticket packet inserts and cross-promotions.

The Results: A National Phenomenon
The impact was immediate:

• Media Headlines: ABC, NBC, and CBS covered the story — with ABC’s national feed running on Good Morning America. WallyPark landed front-page features in the New York Times, Los Angeles Times, USA Today, The Wall Street Journal, and 150+ other publications.

• Radio Impact: The radio campaign didn’t just build local awareness — it sparked new business relationships that expanded our reach far beyond airport parking.

• Fast Financial Success: WallyPark surpassed its three-year revenue targets in just three months — launching a national footprint and pioneering the concept of “designer parking.”

From Concept to Industry Leader
What started as a fix for a single high-rise parking shortage is now a $600 million annual business, with 15 locations nationwide and more on the way. WallyPark continues to redefine airport-adjacent parking — raising expectations and setting the standard for premium travel services across the U.S.