WallyPark Airport Parking Launch
A Parking Revolution That Went Viral
What started as a practical solution for a Los Angeles high-rise turned into the largest airport-adjacent parking business in the U.S. and a pioneer of premium parking services. WallyPark’s debut captured the nation’s attention with network TV coverage on ABC, CBS, NBC, and Fox News, along with front-page stories in The New York Times, Los Angeles Times, USA Today, The Wall Street Journal, and more than 150 other publications.
Remarkably, WallyPark exceeded its three-year revenue goals within just three months, setting the stage for its meteoric growth.
WallyPark: The Frequent Flyer’s Best Friend
The World’s First “Designer” Parking Experience
In car-centric Los Angeles, WallyPark tapped into the growing appeal of “designer” experiences by introducing a premium airport parking facility that offered services and amenities unmatched by competitors. From valet services to luxurious waiting areas, WallyPark transformed parking into a seamless and enjoyable part of travel.
Competitors have since adopted elements of WallyPark’s high-end model, but the brand’s unforgettable identity and pioneering innovation remain unmatched.
The Challenge: Turning Parking into Profit
The client, Regency Development, managed a high-rise near LAX for Dry Dock Dollar Bank of New York. The building’s insufficient parking created a barrier to profitability. With parking in short supply, Regency acquired an adjacent property and invested $30 million to develop a new parking structure. To justify this investment, the structure had to operate as a standalone business with compelling appeal.
Regency turned to us to create a brand, marketing strategy, and PR program that would make the new parking facility a viable business and a preferred destination for travelers.
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This is the only radio spot on record that listeners actually called the station requesting to hear it again.
Strategic Objectives
- Reimagine Airport Parking: Develop a new service model and brand identity that would resonate with frequent flyers and leisure travelers alike.
- Achieve Maximum Awareness: Launch WallyPark with a marketing and PR campaign that would cement it as the premier parking choice for LAX.
WallyGuards & WallyShuttle were developed in conjunction with the WallyPark launch along with other ammenities.
The Campaign: A Multifaceted Approach
We designed an integrated marketing and PR campaign to position WallyPark as a unique and essential service:
- Memorable Brand Identity: Developed a product identification system that made WallyPark instantly recognizable.
- Media Blitz: Created press kits and news releases for targeted distribution, ensuring significant media coverage.
- Grand Opening Event: Invited major media outlets to preview the facility, creating buzz before the official launch.
- Radio Advertising Campaign: Crafted a relatable and engaging campaign to build local awareness.
- Trade Advertising: Leveraged trade publications and press releases for editorial coverage.
- Direct Marketing to Frequent Flyers: Offered promotions and partnered with airlines for cross-promotional campaigns, including inserts in ticketing packets.
The Results: A National Phenomenon
WallyPark’s launch was a resounding success:
- Extensive Media Coverage: Attendees included ABC, NBC, and CBS News, with stories airing nationally. ABC’s feed was featured on Good Morning America.
- Print & Broadcast Features: Front-page coverage in major publications and multi-evening features on network news highlighted the “designer parking” revolution.
- Rapid Revenue Growth: Surpassed three-year projections in just three months.
From Concept to Industry Leader
What began as a practical solution for a struggling high-rise has grown into a $600 million annual enterprise with 15 locations nationwide and more on the horizon. WallyPark has redefined what parking can be, and its growth shows no signs of slowing.
In the near future, WallyPark will likely have a presence at every major airport in the U.S., setting a new standard for premium travel services.
The Vision Behind WallyPark: Regency Development
Regency Development, a Dallas-based commercial real estate firm, specializes in serving financial institutions and private investment entities. Their expertise lies in transforming properties into thriving ventures, often by addressing complex challenges with innovative solutions.
One such challenge arose with a high-rise property near Los Angeles International Airport (LAX), managed by Regency for Dry Dock Dollar Bank of New York. The building, originally constructed with limited and inefficient parking facilities, faced significant obstacles to profitability. Expanding parking within the structure itself was not feasible, forcing Regency to explore external solutions.
Given the scarcity of parking near the airport, Regency identified a strategic opportunity: acquiring a nearby property to develop a state-of-the-art parking facility. This ambitious project required a $30 million investment, which could only be justified if the new structure operated successfully as a standalone business.
Recognizing the need for a compelling brand and a strong market presence, Regency enlisted us to develop a comprehensive branding, marketing, and PR strategy. This would not only ensure the parking facility’s profitability but also position it as an essential service for travelers—a vision that would ultimately become WallyPark, a groundbreaking leader in airport parking services.
