From Blocked Lot To Revenue Engine.
How Topgolf Birmingham turned event days at the BJCC campus into a new revenue stream — without compromising the guest experience.
A strategic lot sitting idle on the biggest nights of the year.
Topgolf Birmingham sits directly across from Protective Stadium and steps from Legacy Arena and the BJCC — one of the Southeast's busiest event corridors. On event days, the lot was blocked off to anyone not visiting Topgolf to protect guest parking. That meant turning away real, captive demand — concerts, football, Stallions games, Monster Jam, graduations, conventions — and leaving a high value asset completely unmonetized.
AI-powered event parking with frictionless Topgolf validation.
Parkify handled every aspect of the transition — from site assessment and signage to technology configuration and ongoing platform management. Top Golf’s team wasn’t asked to change a single workflow.
Site Assessment & Zoning - Parkify mapped the lot, defined paid event-day parking zones, and created a clear operational blueprint before a single sign went up.
Scan-to-Pay with Dynamic Event Pricing - Parkify’s app-free platform was deployed across the lot with dynamic pricing that adjusts to event demand — maximizing revenue on high-traffic nights automatically, with no ticket machines or attendants required.
Frictionless Top Golf Guest Validation - Top Golf guests park free. They validate inside the venue with a quick scan — no app, no friction, no change on their experience. Event-day parkers and venue guests coexist seamlessly.
Digital Permitting - For reserved and validated parking arrangements, Parkify’s permitting module enabled seamless coordination — all managed through the Parkify platform with no manual oversight from Top Golf.
Real-Time Dashboard Access - From day one, Top Golf had full visibility into occupancy, revenue, and validation data through a live portal — no black-box billing, no waiting on monthly reports.
ALABAMA
Top Golf
We went from closing our lot on event days to running it as a fully monetized asset — and our Topgolf guests never noticed a thing. Parkify turned our biggest parking headache into one of our most reliable revenue streams.
AI-powered event parking with frictionless Topgolf validation.
Parkify deployed our app-free platform to open the lot to the public on event days, with dynamic event pricing and real-time enforcement. Topgolf guests park free they simply validate inside with a quick scan. LPR cameras and QR-based check-in keep the arrival experience seamless for both audiences, while the Parkify portal gives the Topgolf team full visibility into occupancy, revenue, and enforcement in real time.
$75,184
New revenue from a previously blocked lot.
$22,201
eak event-month revenue (Oct '25)
$7,500+
Average monthly event revenue
$0
Upfront hardware · live in under 30 days
Three event-cluster months (Oct, Dec, Mar) drove $57K+ in combined revenue. 100% of Topgolf guest validations processed at $0 cost to the guest. zero CapEx to stand up.
The Parkify Model Is Built for Venues Like This
High-traffic entertainment venues are among the most underserved segments in parking technology. Their lots are busy, their brand experience is a priority, and their teams have no bandwidth to operate a parking program. Parkify was purpose-built for exactly this scenario.
Unlike legacy parking operators who charge management fees and obscure revenue data, Parkify operates on a transparent revenue-share model. Venues retain full data visibility, maintain control over their brand experience, and never absorb operational complexity. Parkify takes on the risk — and the work so venue operators don’t have to.
The Top Golf partnership is a model Parkify is replicating across entertainment, hospitality, and multi-tenant properties throughout the Southeast and beyond — anywhere a high-quality lot is sitting underutilized while a venue focuses on its core guest experience.
Information
Property
Topgolf Birmingham
Location
1111 24th St N, Birmingham, AL
Category
Entertainment / Mixed Use
Neighboring Demand
Protective Stadium · Legacy Arena
Topgolf
Birmingham, England
The Future of Parking Is Profitable, Automated, and Effortless.
Parkify replaces outdated systems with AI-powered automation that increases revenue, reduces overhead, and removes complexity—without sacrificing control.
