• Audubon Nature Institute sought creative ways to fund its most pressing preservation programs

• Premium Parking proposed using its ‘Star Spaces’ to elevate the attraction’s arrival experience and to use prime parking spaces as fundraising tools

• With just 26 premium spaces, Audubon Nature Institute and Premium raised more than $12,000. Proceeds help benefit conservation efforts.

IN NEW ORLEANS, Audubon Nature Institute is beloved by locals and visitors alike. The organization operates Audubon Aquarium on the banks of the Mississippi, and Audubon Zoo in historic Uptown New Orleans.

The zoo, which is home to more than 2,000 animals across 58 acres, welcomes tens of thousands of guests each year. Given its location Uptown, many of these visitors arrive in personal vehicles, taking advantage of the free “first come first served” parking.

With an eye toward developing a solution that augments its mission of preservation while also providing value to guests, Audubon Nature Institute collaborated with Premium Parking to offer Star Parking Spaces at the Zoo.

The beneficial parking program designated 26 of the most in-demand spots near the zoo entrance as “Star” Parking Spaces, Premium’s system-wide branding for its most convenient spots.

Yet, these spaces aren’t the typical Star Spaces — they pair Premium Parking with conservation. When a guest spends $5 - $10 to park for the day, all proceeds go to benefit Audubon’s wildlife conservation efforts

Each sign explains this benefit, using engaging signage saying “this space is designated to help preserve wildlife,” with images of a few of the specific animals supported by Audubon’s work. .

“Anytime a guest parks in one of our Star Spaces, they’re supporting our core mission of preservation,” says Daine C. Appleberry from the Audubon Nature Institute. “The net revenue generated by these spaces goes directly to the programs that we’re most passionate about. Parking actually makes guests feel good: not only do they have an easy parking experience, but their money goes to supporting the animals they love.”

“Parking actually makes guests feel good: they have an easy parking experience and their money supports the animals they love.” — Daine C. Appleberry, SVP & Managing Director of Audubon Zoo & Park

The parking is easy to find and has seamless payments: guests simply follow the prompts on the sign to either pay via QR code or text message. Payments can also be made through Premium Parking’s app, available in both the Apple and Android App Stores.

“We’re extremely proud of the creative collaboration between Premium and the Audubon Nature Institute,” says Ben Montgomery, president of Premium Parking. “These are the win-win scenarios that we pursue relentlessly: the guest enjoys convenient parking that supports a cause, and Audubon unlocks a new revenue stream that drives real results for wildlife preservation.”

Since implementation, the Star Spaces have generated more than $12,000 in revenue, which supports Audubon’s operations and conservation programs, including work with Mississippi Sandhill Cranes, Sumatran orangutans, giraffes and many other endangered species.

Thanks to its implementation of Star Spaces, The Audubon Nature Institute has generated over $12,000 in new annual revenue to date that it didn’t have before — a massive impact that goes towards its mission of driving conservation efforts across the globe.

The connection to wildlife preservation also drives compliance: nearly every guest pays according to the parking policy, which drastically reduces the need for enforcement.

Overall, this halo effect is additive to the guest’s overall experience and to Audubon’s mission of preserving the wildlife that makes the Zoo such a vibrant and inspiring destination for locals and visitors alike.

“These are the win-win scenarios that we pursue relentlessly, making our great local attractions more accessible, while simultaneously generating new funding for great causes.” — Ben Montgomery, Premium Parking

To learn more about Star Spaces, as well as Premium’s full-stack parking technology platform, please reach out here.