News

Outsourced Valet That Pays Off

Admin — Mon, 11 May 2026 02:34:43 GMT

Outsourcing valet services frees hotels from operational stress, enhances guest experience, reduces claims, and unlocks commercial opportunities, supporting premium pricing and increased occupancy through seamless, professional, and a trusted service delivery by experts.

Q: Tell us about the services you offer hotels.

Fully outsourced valet & concierge services, end to end.
Skilled labourhire
Valet Technology
Training
Driveway Management Consulting

First Class Valet offer a fully outsourced, end-to-end solution that includes valet and concierge services, skilled labourhire, paperless-smart phone driven valet technology, staff training, and driveway management consulting. Whether you’re after hands-on support or expert guidance, we work with our clients to find the best solutions for their hotels and venues.

Q: What are the main reasons your hotel partners choosing to outsource these services?

Each client is very different depending on their needs. We aim to be flexible in our approach to solve the biggest painpoints for our clients. Here are the top reasons why our hotel partners outsource to First Class Valet:

Better service offering: Current service offering for their guests are usually poor or struggling. This is usually shown through poor NPS scores, lack of skilled labour, poor management, lack of technology.
Upgrades in Services: In other cases, some hotels simply want to offer a better experience for their guests, and don’t know how to start a valet program – they just want an expert to do it.
Cost savings: It is more cost-effective to outsource the services to an experienced partner due to a massive reduction in claims, liability, and employee incentives.
Relief: The client’s site/operation is too difficult to manage, they want relief. They need someone to make it easy for them so they can get on with their own job. Collaboration needs to be seamless.
Experience in the hotel industry: Our First Class Valet brand is well recognised in the hotel and accommodation industry. However, we also work in other industries including shopping centres, car dealerships, airports, clubbing and gaming, etc. Because of this, there are transferrable learnings and methods which brings a rich amount of experience to our hotel operations. FCV has a cross section of clients in the hotel sector such as W Sydney, Crown, Kimpton, and Emporium Southbank.
Recruitment & Training: This is a big point of difference as most hotels need to scale up or down seasonally. FCV have a pool of valets that work at 27 different sites around the country. FCV are able to cycle through our various locations, and deliver a mix of experienced valet attendants to work and lead the new valet attendants, ensuring a strategic mix is accomplished for a safe and operationally sound environment, without disrupting the rest of the business.

Q: Tell us about the benefits and the challenges for hotels when outsourcing this aspect of operations.

Benefits:

Skilled labourhire = lower claims. Hotels know minor incidents may happen as a part of the job/operation, however having high incident rates, or major incidents are an absolute problem. We have seen hotel claims numbers reduce significantly when enlisting our services.
Increase in Room Rates – With a professional valet program, hotels can charge more for rooms as well as more for the valet product. A valet parking program complements premium offerings, and is often now an expectation of guests.
FCV bring our expertise to every site. Having been in the business for 11 years, our methods have been tried and tested, and we have learnt from them.

Challenges:

New site: as with any location, the FCV team need to understand the new site/asset and risk associated. This usually means specific onboarding/site induction training is needed
Finding the right staffing mix: FCV have a good understanding of the right mix of staff for each site however sometimes, attrition happens based on site specific risks and culture. We spend a lot of time recruiting the right people with the right skills for every site we onboard. Integration can sometimes have challenges when outsourcing completely or simply providing short term labour hire services.

Q: How do you collaborate with hotels to ensure that your teams are delivering a consistent experience to the standard of their hotel?

Hotels generally take a measured approach by noting their NPS or service level scores at time of outsourcing their operation to us, then internally monitor scores, feedback, and mystery shoppers (as per usual). The hotel then shares the relevant information with us regarding guests’ welcome experience, as well as collaboratively setting KPI’s for our team to meet or exceed.
We conduct scheduled meetings to solicit measurable and real time feedback on the program.
If hotels adopt our technology, reporting is a key tool in measuring the success of the valet parking operations.

Q: What is the impact on the bottom line for hotels.

Reduced Operational Costs: Reduced operational costs occur because the hotel is relieved of the liability. All costs are managed by the operator.
Enhanced Customer Experience: Enhanced customer experience which leads to higher reservations and the ability to charge more for hotel rooms.
Management Time: Managing Valet Parking is very time consuming for management. By oursourcing it, management time is diverted to other areas of the hotel which require focus, and First Class Valet takes care of the valet parking.

Parking with purpose: Highpoint’s valet parking enhances revenue and experience

Admin — Mon, 11 May 2026 02:23:31 GMT

At Melbourne’s Highpoint, parking is being reimagined as more than just a place to leave your car — it’s becoming a premium customer experience in its own right. Since partnering with First Class Valet in late 2023, Highpoint has transformed valet parking from a seasonal trial into a year-round success story. Robert Horton, Managing Director at First Class Valet, explores how Highpoint’s focus on convenience and service is delivering real results — proving that even the simplest touchpoints can drive lasting value.

GPT’s Highpoint in Melbourne’s inner west is taking parking seriously. With millions of customer visits per year, the responsibility of providing an excellent trading environment for more than 400 retailers is at the heart of our partnership with Highpoint. We have been partnering with the centre since Christmas 2023 for its valet parking services — and the results speak for themselves!

When we received the brief from Highpoint, we could tell it had a focus on improving customer experience; we know that this focus not only retains the centre’s loyal customer base but also gives them extra reasons to choose Highpoint over others in the highly competitive Melbourne market.

In November 2023, after a Christmas period trial, the centre made a conscious choice to continue the valet parking program permanently. Many shopping centre operators can relate that the most significant pain point for customers is parking, so anything we can do to alleviate any challenges for customers is a win in our eyes. Customers embraced the service immediately, which led to high utilisation, especially during the Christmas pop-up period. Still, the centre’s customers immediately saw the benefit of paying for convenience and service, and the program has exceeded expectations — and we’ve learnt a lot along the way.

Integral to the success, is our relationship with the centre teams and how our First Class Valet teams work together on collective goals.

“Our goal isn’t just to park a car, it’s to elevate a customer’s entire experience when they visit, from the first impression to their last.” — Scott Jensen, Senior Retail Manager, The GPT Group

It’s so important that both teams understand the goals to achieve success.

After initially trying the program with a non-valet security company, Highpoint quickly realised it was important to hire an experienced supplier with expert knowledge in parking and all the important details involved in running a valet program.

Behind the program it is so important to provide the best team on the ground. With the right mix of experience, customer service and a great attitude, this formula produces low turnover, which is a win for our team, the client and, more importantly, the customer. The continuity of a team is important to the customers’ experience. One key success factor is that we’ve had the same service team since we started, and customers know them by name! This consistency has meant the team has been on the Highpoint journey and has buy-in to the practical improvements along the way, and they join in to celebrate the success of the program. Also, our SMS technology makes the whole operation efficient utilising smartphone technology and a paperless system.

We’re all in it for the long term, even though we may not have started that way. Back in 2023, after the initial pop-up launch during the Christmas season, the GPT Group and Highpoint centre teams saw the potential of continuing the valet parking program, every weekend, all year round.

Improving dwell time

With GPT’s support, we continued the program into the new year, and as a result, to date, we’ve seen some fantastic results. The average dwell time of valet parking users is 87% longer than that of the average customer. This was so exciting for the centre and marketing teams, as generally when there is more time spent in centre, it indicates higher spending at retailers. Right now, this is a critical success factor as it helps retailers drive turnover and ensures they have the best trading environment at Highpoint.

Building loyalty

Additionally, 84% of customers said they’re very likely to use the service again, 91% are likely to use it again, with a 79% five-star rating, which calculates to a net promoter score of 77%, based on a comprehensive First Class Valet customer survey conducted earlier this year — all these results contribute towards solidifying customer loyalty.

We have experienced growth year on year. Looking at the Christmas program, from 2023 to 2024, we parked 24% more cars in 2024, which delivered, obviously, 24% more income. We only used 6% more labour, because, again, we had the historical data and were more efficient, which meant we were 80% more profitable based on the data and understanding of the car movements and how many we’re holding. The centre hopes to break even in 2026, far beyond its expectations. We always thought this service would be a cost-centre for our client, rather than possibly becoming profitable.

There has also been significant growth, with a 54.3% increase in cars parked year-to-date in 2025 compared to the same period in 2024 — which will provide income for the centre.

Through our SMS technology, we can provide timely data reports that helps the centre analyse the success daily. Applying science to parking operations has been critical, and because of these accurate reports and data, our clients can make better and more efficient decisions regarding the operation, streamlining rosters, and long-term strategic goals. As with all our shopping centre clients, the more data we can provide helps them work more closely with management on all levels.

Creating efficiency

Highpoint built a beautiful valet lounge, which, in hindsight, they didn’t need to do because the valet team is so efficient; no one has to sit or wait in the lounge, but it is there for anyone who wants that extra time to relax.

We make it as easy as possible to work with us, we position ourselves as the experts and by choosing to outsource to us we take the hassle out of the parking operations. We take on any challenges and provide solutions; parking is at the core of what we do. We want to make it as easy as possible for our clients and their customers, and at Highpoint the centre is delighted to be our key partner.

Long-term goals

One of the important aspects about being committed to a long-term valet program is that it aligns with the direction Highpoint is moving towards, with future plans for a luxury precinct. With this in mind, premium customer experiences is essential to support luxury retailer brands and their customers. High end retailers require tailored services for their premium clients and valet parking offerings become non-negotiable and can even be packaged as an inclusion when shopping in these luxury precincts.

The numbers speak for themselves

In the first 22 weeks of 2025, the number of cars parked versus the same time last year was up 54.3%. These metrics allow the centre to tell the business that customers who are using the valet are really valuing the service, and consider it a value add.

By 2026, Highpoint predicts it can run the whole program for the year and break-even. It’s a phenomenal result and something we didn’t expect, but we’re working closely with them to make sure returns are achieved.

Highpoint Valet Parking’s success is no accident. It results from meticulous planning, a focus on the customer and a modern approach to a traditionally overlooked service.

In a world of fast convenience and digital everything, valet parking is proof that small human touches and simply great service sometimes make the biggest difference.

How technology is revolutionising the valet experience

Admin — Mon, 11 May 2026 02:14:40 GMT

Technology has transformed many industries, and the valet parking industry is no exception. In this article, Robert Horton talks about how First Class Valet is embracing technology to create seamless customer experiences.

With new advancements in technology, the valet experience is being revolutionised, with improvements in convenience and efficiency for both valet operators and customers.

First Class Valet (FCV) is the only Australian distributor of valet parking technology in Australia, which is specifically designed to create a seamless experience using SMS technology. The new international standard is now available in Australia and is currently being used in shopping centres around the country. As the US market has been much earlier adopters of valet parking, the world standard exists there, and valet parking operators like us here in Australia can learn from their experiences.

Great customer experiences driven by people who care are critically important to any business, and paired with the best technology solutions, it creates the perfect match to deliver seamless customer experiences and reporting that is not comparable with any other system on the market.

Going paperless and using SMS technology has several advantages, including convenience and reliability for the customer and operational efficiencies and cost savings for our clients. Since its inception, First Class Valet has been using this paperless technology and thousands of customers and clients have been impressed.

When valet customers check-in, all they do is provide their phone numbers as they normally would. However, with FCV technology, this allows the valet team to generate an SMS ticket sent directly to their phone immediately. A car condition report is instantly captured to avoid false claims and stored on the cloud. Total check-in time takes less than two minutes with no apps, no log-ins, no downloads, just a simple text; customers can easily enter where they want to go, knowing their car is being looked after. The primary motivation to use valet parking is to save time and hassle for the customer and encourage their return. So a seamless check-in and check-out process is imperative to that experience.

In the shopping centre environment, when the customer has finished shopping and is ready to return to their vehicle, they text and receive a reply advising when their vehicle is ready and waiting. Receipts and paperwork are quickly cross-checked digitally, and the customer departs with an exceptional experience. The same technology is used for hands-free shopping and other services we offer.

There are many benefits to using this technology, and here are the latest innovations:

SMS technology
SMS is a more convenient way of two-way communication for customers and the valet parking team. The system can send group texts to all cars in an area, and even send messages to teams if circumstances change, for example, when a flight is delayed at the airport. SMS communication also achieves higher customer feedback responses.

Cloud-based
It’s all stored in the cloud securely and can’t be lost, but it can be accessed by different team members. The data is available in real-time and can give instant information on customer satisfaction and length of stay, and you can easily track peak and slow retail periods through a simple dashboard in the palm of your hand.

Error reduction and anti-fraud
It’s paperless and uses SMS technology; there is no slippage as no two people have the same mobile phone number. Tickets cannot be shared or duplicated. The technology shows accountability of every valet attendant who touched the car. With the damage recording feature, you also eliminate fraudulent damage claims.

Frequent guest recognition
The stored information can identify loyal customers via number plates and mobile numbers so their check-in time is reduced, and loyalty is rewarded with extra care, and personalised service. This is particularly important in residential buildings, shopping centres, airports and hotels.

Integration with payment and parking systems
To add to the seamless experience, the technology can integrate with digital payments, shopping centre loyalty programs, or databases and help identify frequent or super users.

Reporting
All the information is held in one place, making decision-making reporting easy to access. The reports give information on revenue, frequency, peak periods and customers so that management teams can make decisions on performance and streamline staffing needs.

We’re flexible in how our clients use our technology and offer tailored solutions, one size does not fit all. We can package the technology with our other services like labour hire or contracted valet parking, or some clients have purchased our technology as a standalone product to enhance their current operations.

If you would like a demonstration, call us today 1300 1VALET (1300 182 538) or learn more about our technology on our website here.

Unlocking the power of good parking

Admin — Mon, 11 May 2026 02:05:54 GMT

As the first and last touchpoint in shopping centres, parking can be one of the biggest pain points in the shopping experience. Robert Horton of First Class Valet explains why investing in parking is key to creating a seamless customer experience.

One of the key reasons we started First Class Valet (FCV) was to improve the quality of customer service and parking in Australia. As an industry, if we could improve this pain point, more customers would choose the physical retail experience over online.

During the past couple of decades across all industries, solutions to improve convenience with technology have changed substantially. However, we still talk about ‘good old fashioned service’, but what does that actually mean?

Our experience with customers and parking is that they want it to be as seamless as possible, and we have become more accustomed to it with recent innovations. We think it is much better that payments are instant in an Uber by removing this simple step. Equally, we love the fact we can ‘tap and go’ with payments. It might be two minutes we’ve saved, but we love it! Good customer service is defined as seamless, convenient, and time-saving service, and anything that eliminates unnecessary hurdles. At FCV, our trained staff add the icing on the cake with their smiles, personal touch and efficiency.

Technology is vital to any efficient, modern valet parking service; our technology allows for a paperless experience. Customers receive an sms message, click a link to request their car to be returned, and we send them an sms when their vehicle is ready for collection. There are no apps, no downloading, no logins. Our technology eliminates up to three steps compared to traditional valet parking operations and has helped improve net promoter scores for our clients. This technology also provides the ability for more efficiency.

As car park or valet operators know, the less a car is touched/moved, the lower the risk. The technologies capabilities are built for this. With more efficient processes and accountability, vehicles are moved far less, thus lowering our customer’s risk (of incidents). Also, capturing any pre-existing damage is saved to the cloud. It is time and date stamped, which mitigates approximately 85% of false claims. Overall, lowering risk and claims, and still providing a seamless experience is what our valet platform can provide.

What’s probably surprised us the most, is that the need for seamless experience spans across all generations. Even our older customers, understand how simple sms and phone technology is. From assisting the elderly or helping a young family load up and drive away, valet parking is accessible for everyone (Parking for everyone is our tagline).

We live in a time-poor society, and people don’t have the time (or patience) for parking, especially in our larger and busy cities. When customers can effortlessly find what they need and complete their tasks without friction, it saves them time. Both customers and stakeholders would prefer time spent in the shopping centre, not circling the carpark looking for a space. A seamless experience in shopping centres means they can complete their shopping effortlessly and efficiently. Part of that essential mix is to provide a suitable parking experience.

One of the best car parks in the world is in Wolfsburg, Germany. This carpark situated next to the VW factory and museum, is the world’s fastest automated parking facility. When a customer comes to pick up their car, parked in a pod in two towers made of steel and glass, the car is placed onto a platform and lowered down. A vending machine for vehicles!

Then there are all the operational elements which make parking good. Customers talk about the worst shopping centre car parks, which is a deterrent to visiting. Remember, your shopping centre’s experience starts and ends in a carpark. We have done many operational reviews, and we find that even in new developments, the carpark is often the last consideration – when it can be your centre’s competitive edge. Word spreads quickly when customers have exceptional experiences, attracting new customers and giving the centre an edge over others.

Parking also doesn’t start when they enter your shopping centre. It begins with easily accessible parking information on websites. Many of our clients opt for pre-booked valet parking, so the team can manage the expected numbers and flows of cars arriving. This in turn, creates a good experience but also increases carpark revenue. Pre-booked valet also assists with staffing needs. With enough notice, a shopping centre can increase or decrease and redeploy valet team members, which is essentially cost-saving and efficient.

If shopping centres are reviewing revenue models, we know that customers are willing to pay for convenience and quality service. Valet parking adds to the shopping experience and instantly takes away any thought that parking will be a hassle. In the US, Dubai, and many places across Europe and Asia, just about every shopping centre has valet parking, and its broad demographics use the service, and are willing to pay.

A key consideration for any centre is optimising space. With our car dealership and airport clients, valet parking maximises the efficient use of parking space – which in most capital cities is becoming an increasing economic decision when there is the decision between the space being used for car parking versus retail space. Valet parking is a good way to save space, or we follow international models where buildings use car lifts, stackers or hoists to accommodate more car parks.

At First Class Valet, our success is only as good as our customer’s experience with parking, and our client’s experience with operational efficiency and reporting. Our clients have improved net promoter scores that lead to customer loyalty, repeat business and positive word-of-mouth recommendations.

The Top 5 challenges of running a car park

Admin — Mon, 11 May 2026 01:43:29 GMT

Operating a car park might seem like a straightforward business, but behind the scenes, there are numerous challenges that parking facility managers face daily. From technology glitches to customer satisfaction, the complexities of managing a car park go beyond simply collecting fees. Robert Horton, Managing Director of First Class Valet, shares valuable insights gained from more than ten years in the valet parking industry.

First Class Valet works across multiple industries, including many shopping centre sites. Today, the company provides services to more than ten shopping centres operating valet parking services, including at Castle Towers, Eastland, Rouse Hill Town Centre, Canberra Centre, and Highpoint Shopping Centre. We have discovered that problem-solving requires an understanding of the issues.

In this article, we explore the top five challenges we’ve encountered through our experience in running car parks and the solutions we’ve implemented.

1. Staff training

Unskilled staff results in poor customer experience. The overall customer experience is a pivotal factor in the success of any business, and car parks are no exception. While we hire staff who love people and customer service – which is a great starting point – we find they almost always need training.

If safety, clear communication, friendly staff, and responsive customer service are achieved, it greatly improves the overall customer experience. When customers pay for valet parking, they expect an exceptional service experience.

A few years ago, we launched the First Class Valet Academy, which provides valet training for our team; however, some of our clients also use the academy to outsource their valet training needs. We’ve also worked with clients to create bespoke training modules that are tailored to individual sites and car parks.

When the service provided is exceptionally good, customers come back as return customers and tell others about the excellent service.

2. Resourcing

Resourcing the operations of car parks or car park services can be a complex task. Our advice is to look at long-term outcomes and your goals to then match them to your strategy. Many organisations forget to quantify the additional costs of employing direct compared to an outsourcing model. When quantifying, also consider the ripple effect it has on the productivity of your existing team (getting on with their job), morale, customer service, and brand and image. You may find the margins are minimal and benefits are long-term.

Outsourcing isn’t for everyone, but it is certainly worth exploring. Over many years of operating, we’ve found every client has different needs. Some elements, such as technology, are outsourced, and in other cases, the team, management, and mid-management are outsourced to us, which allows our clients to focus on their core business and not have to worry about the day-to-day, nitty-gritty operations of a car park or car park services. We also work with clients on commercialising their car parks to achieve the best financial outcomes.

3. Claims, risk and technology

The technology a car park uses is usually put in place for a better experience, but more importantly, to reduce claims and risk. One of the biggest pain points for car park management is managing claims and false claims.

In today’s digital age, car parks rely heavily on technology for tasks such as ticketing, payment processing, and security. Implementing and maintaining these systems can be a significant challenge.

Frequent technological issues, such as malfunctioning ticket machines or payment processing errors, can lead to frustrated customers and huge operational disruptions if contingency plans are not in place and ready for immediate deployment if needed.

Our valet technology using mobile-based systems is an example of significantly reducing the number of claims our clients experience. Once implemented, the tech also produces reports so you can measure reductions and cost savings, as well as identify areas of risk. Regular maintenance and staying abreast of technological advancements are crucial to ensure a smooth parking experience for your customers.

4. Security

Security is a paramount concern for both car park operators and users. Instances of theft, vandalism, or even personal safety issues can deter customers from using a particular car park. Installing and maintaining effective surveillance systems, providing valet parking, adequate lighting, and security teams are essential components of managing security concerns. Additionally, implementing technology such as license plate recognition systems can enhance security measures.

Many of our clients have implemented valet parking services to provide an enhanced customer experience and address security concerns, especially in environments where any security concerns can lead to reduced patronage.

5. Low Net Promoter Scores (NPS)

Car parks and the associated service industry don’t have the best reputation. Ineffective operations, unclear signage, poor cleanliness and inadequate customer service can lead to frustration and dissatisfaction among users. Implementing mobile apps for parking information, real-time availability updates, and convenient payment options can significantly improve customer satisfaction. Pre-arrival information on websites should be easy to use and informative.

Our First Class Valet technology is the only one available in Australia that is paperless and seamless. The mobile technology resonates with customers, as all is controlled from their mobile phones. Our clients measure Net Promoter Scores consistently, especially in the hospitality, hotel, dealership, and retail industries. Car park operators should consider offering auxiliary services such as concierge services. For example, a laundromat drop off and pick up, car washing, valet services, and even managing catering and Uber orders. For shopping centres, they can also offer supplementary income.

Running a car park involves more than just providing a space for vehicles; for shopping centres, it has a significant impact on the customer experience.

Navigating the challenges of technology integration, security, risk, and customer experience requires a proactive and strategic approach. By addressing these challenges head-on, car park operators can create a seamless and efficient parking experience for users while staying ahead in an ever-evolving industry.

For a free operational review of your shopping centre, contact the First Class Valet team.

Valet up this Christmas

Admin — Mon, 11 May 2026 01:31:03 GMT

Robert Horton, Founder of First Class Valet, discusses how shopping centres can improve the customer experience and remove one of the biggest pain points for shoppers this Christmas.

We’ve spent the good part of two years focused on being flexible, agile and solving challenges we never thought possible. As things start to feel more normal again, we need to turn our focus on customer experience as our shopping centres continue to attract customers. With this Christmas season likely to be the most ‘normal’ in a long time, the time to start planning for the peak retail season is now.

We all know that parking is one of the biggest pain points for shopping centres, so why not make the problem the advantage at your centre?

We recently launched our full valet parking service at Indooroopilly Shopping Centre in Brisbane. Known as ‘Indro’ to locals, this premium Queensland centre has set the standard by offering a valet parking service, and at just $5 on weekdays, and $10 on weekends it’s already proving popular with customers.

As retail sales performance remains strong, we look forward to a successful Christmas season. The peak period will arrive before we know it, so planning and preparation for service delivery with a good team and effective operations has to start today. It’s time to impress customers with exceptional service at your shopping centre and support your retailers during these peak periods as much as possible. It may take a long time for some shoppers to recover from the lockdowns but any special customer experience offer will help to keep them loyal and spend more at your shopping centre.

Consider this – add valet parking as a service, remove the pain point of parking and that customer will spend at least 30 minutes more time in your centre. If done correctly, not only can you offset the costs of providing the service, but it also opens the door for sponsorship and commercialisation opportunities as well. Our experts work with centre management teams to ensure the best operational plan is in place to maximise your valet parking outcomes.

Research has shown for any extra minute you can get customers to stay they spend another $1 per minute in your centre. As margins tighten in retail and the cost of goods soar, improving any element to encourage customers to spend is a critical strategic decision to make at your centre.

First Class Valet partners with centres to work out the best solutions. Here are the common ways shopping centres use our services:

Labour hire services – We take care of the time-consuming tasks of recruitment and training and provide skilled labour, so you can focus on your core strategies. This is the perfect solution to meet the peak demand periods as our team members work together with your teams, or fill the temporary period of higher demand such as Christmas retail periods. All our team members are trained at the First Class Valet Academy, where we have high expectations for the level of service we provide. Plus, we only hire people that love customer service.

Pop Up Valet – We offer a temporary solution to wow your customers during peak seasonal periods or special events. We help you find the best operational solutions to be able to provide a valet parking service – it’s a perfect way to test your market by adding this customer experience to the mix. We also offer hands-free shopping for that extra VIP service.

Licensed technology – At First Class Valet we have the licensed technology to manage the operations of valet parking that is ticketless and importantly delivers the ultimate in convenient customer service. This technology is widely used by more than 2.5 million users monthly worldwide and offers a ticketless and seamless customer experience. The system is a one-stop shop for analytics and performance reporting allowing companies to assess their valet operations easily. We find our clients highly value this data to make future decisions and to report success internally.

Operational assessments – If you’re undertaking a parking audit or considering offering valet parking, we can share our extensive knowledge by conducting an onsite assessment. This entails our team advising on-site locations and cost modelling, so you can make informed decisions.

If you visit most shopping centres in the US, they offer valet parking as a ‘hygiene’ factor. Similar to the fact we in Australia now offer free wifi at shopping centres. And why do they offer valet parking? It fundamentally entitles customers to a higher value proposition – by saving time and reducing hassle.

Our team have experience in the shopping centre and retail industry, and we understand the complexity of this fast-paced environment so we can work on a bespoke service for your centre.

Give your higher value proposition the time it deserves and the planning time it needs. Most customer experience strategies that aren’t well thought out or rushed will often fail. Well-planned valet parking offerings not only benefit the customer but can actually be commercialised and marketed properly. Start investing time into organising your valet service now and put your budget to good use. Visit our website to find out more

How better parking leads to better business

Admin — Mon, 11 May 2026 01:19:58 GMT

We know that potential customers will avoid certain shopping precincts when parking is too difficult. Robert Horton explains why simply improving the parking experience will benefit both your customers as well as increase your revenue.
How many meetings and discussions do we have about parking in our industry? Why?
Parking is the single biggest pain point at any shopping centre, and it’s at the forefront of decision-making for our customers.

According to Forbes, 84% of companies that work to improve their customer experience report an increase in their revenue.

We believe you never get a second chance to make a good first impression.

So let’s talk about the busiest time of year for shopping centres – Christmas. If you’re in retail, Christmas planning to manage the peak season is well underway. It’s less than six months away and provides a key opportunity to offer better customer experiences.

Shopping centres are often overwhelmed with customers looking to purchase Christmas gifts and to partake in the festivities – and because it’s the busiest time of year, centre carparks become a nightmare and are a challenge to manage.

Like many in our industry, we predict this Christmas will be big, and many centres are competing on the convenience factor. We have worked with some of the largest landlords in Australia to not only provide trained quality labour hire but also to help with operations to enhance customer experience. We are the only company in Australia with seamless technology that offers paperless check-in and timely data back to our clients.

Let’s look at a case study with one of the largest landlords in Australia:
The challenge was to lower claims and achieve a positive impact on Christmas trade by creating pop-up valet sites across the country. First Class Valet was engaged to manage the appointment of skilled labour across several multi-state sites.
Within 30 days, we placed more than 75 candidates across three states (NSW, VIC and SA) at 18 different locations. The skilled team members successfully completed more than 750 training hours at the First Class Valet Academy. With our expert training, experience and attention to detail, the First Class Valet teams parked approximately 7,653 vehicles – more than 15,000 total logistical car movements – and tallied 2,436 labour hours worked. During the three-month period (November to January), only three minor claims with total claims valued at less than $4,500 were submitted. All of this, with an overall net promoter score (NPS) of over 70!

When it comes to COVID-safe practices, we take care of it all. Last year, all our car dealership sites were in full operation, so our teams have had plenty of practice operating under new guidelines.

To relieve the pressure and offer a better parking experience, shopping centres can offer a pop-up valet program or enhance their current offering during Christmas or other peak periods in order to wow customers and create customer loyalty. Through First Class Valet, centres can do this with the assurance of knowing that all safety precautions are taught and taken.

Another trend in retail has been the addition of car dealerships at shopping centres; it makes sense combining the convenient amenity and customer traffic flows in shopping centres while showcasing cars. AMP Capital’s Indooroopilly Shopping Centre in Brisbane’s inner-west has secured a lease with national automotive dealership retail operator, Eagers Automotive, to establish an AutoMall in the centre, while Australia’s leading independent automotive website, CarExpert.com.au, recently opened a customer experience showroom and test drive hub at Westfield Warringah Mall in Sydney.

As Australia’s leading service provider of valet parking services, we also can help with any part of your strategy. Our services include:
• Australia’s only paperless and cloud-based mobile valet operations technology
• Valet parking operations including plans and processes
• Temporary or ongoing valet parking staff and labour hire to cover peak periods or leave requests
• Contactless delivery and pick up services
• The FCV Academy can create bespoke training modules for your site
• Concierge staff
• Hands-free shopping
• Delivery of real and rich data using our technology
• Pop-up valet services for events and peak periods