Project Review Markthal car park

PROJECT REVIEW

MARKTHAL CAR PARK

CONTENT 1

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

2

The Markthal concept . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

3

Key figures parking facility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

4

Realization of a customer- and environmentally-friendly parking facility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

5

4.1

Design

15

4.2

Entrances and exits

17

4.3

Pedestrian zones

19

4.4

Service

21

4.5

Wayfinding

23

4.6

Lighting

25

4.7

Floor finishing

27

Marketing & Innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 5.1

Target groups

33

5.2

SWOT analysis / confrontation matrix

35

5.3

Promotion

37

5.4

Eco parking

39

5.5

Online booking

41

5.6

Loyalty card

43

5.7

Customer-based service

45

PROJECT REVIEW MARKTHAL CAR PARK

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1 INTRODUCTION The Academy of Urbanism in London has named the city of

According to the jury, the fact that Rotterdam also achieved

Rotterdam ‘European City of the Year 2015’. The Markthal is

a place in the Top Ten of The New York Times’ “52 places to

one of the highlights in the urban landscape: a covered food

go” emphasizes the positive developments in the city. The

market where you can do your shopping and enjoy a drink

Markhal and the underground car park literally give a boost

or a bite to eat. After the official opening of the Markthal,

to the quality of public space. In this brochure, Interparking

on October 1, 2014, by Queen Maxima, visitors have been

shows you everything you need to know about the realization

flocking to the Markthal in their thousands. The one millionth

of this customer- and environmentally-friendly parking facility

visitor was welcomed within the first month.

and our marketing activities!

Interparking has used its expertise to optimize the design

QUALITY

and décor of the car park underneath the Markthal, realizing a high-end, sustainable parking facility. Visitors can access the Markthal from the car park via broad escalators or use

People

one of the four visitor elevators to get to the most important

Planet

EN V

CEO

Profit

Y

Johan Tol

Sustainable enterprise

MOBI LIT

T NMEN O IR

hotspots in the city centre.

The design and exploitation of this parking facility fit in with our long-term strategy.

Rolf Oostendorp COO

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Penthouses Apartments (sale and rent)

102

Apartments (sale and rent)

Ceiling art Catering businesses

Parking decks

102

11.000 m2

1.000 m2

Catering businesses

100 fresh-units Supermarket + retail

24

4.000 m2

1800 m2

-2, -3 en -4

Public toilets

17

Escalators

10

Public elevators

4

1.000 m2

2 THE MARKTHAL CONCEPT

THE BUILDING

LIVING ACCOMODATION

Start foundation

19 November 2009

Apartments (sale, varying from 80m2 to 140m2)

Start build

1 October 2012

Penthouses (sale, varying from 140m to 300m )

24

Opening

1 October 2014

Apartments (rent)

102

Height

40 m

Width

71 m

Length

117 m

Ceiling art

11,000 m2

Piles

2,500

Piles

17

Escalators

10

MARKTHAL FLOOR AND RETAIL (OVER 12,000 M2 RETAIL SPACE) 100 fresh-units (on average: 20m2) on the ground floor

4,000 m2

Cooling, storage and preparation areas (on floor -1)

1,000 m2

15 food (related) shops (ground floor and +1)

3,400 m2

8 catering businesses (ground floor and +1)

2,000 m2

Supermarket + retail (floor -1)

1,800 m2

2

102 2

Breeam score

Very Good

Location

Rotterdam

Website

www.markthal.nl

Facebook

indemarkthal

Developer:

Architect:

Contractor:

Owner:

Owner rent apartments:

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3 KEY FIGURES PARKING FACILITY THE CAR PARK Start foundation

19 November 2009

Opening

21 July 2014

Parking spaces Markthal car park (-2, -3 en -4)

1,042

Parking spaces for residents (two separate areas on -4)

105

Parking spaces for minivans (-1)

42

Parking decks

-2, -3 en -4

Depth

14.8 m

Height for cars

2.1 m

Opening hours

24 / 7

Payment terminals

10

Elevators

4

PRODUCT AND SERVICES Electric charging stations

12

Disabled parking spaces

14

Payment methods

PIN, Cash, Visa, Mastercard, iDEAL, Dip & Go

Producs

Value cards, subscriptions, online booking

When the Markthal car park was officially opened,

Services

Public toilet, parking guidance system, elevators, escalators, shopping trolleys, First Aid Kit, defibrillator, GPS Data, 24/7 staffing

Interparking was presented with the European Standard Parking Award by Vexpan.

RATES Monday - Thursday

€ 1.50 per 30 minutes

Friday t/m Sunday

€ 1.70 per 30 minutes

A-label cars (Eco Parking)

€ 0.10 per 30 minutes discount

Day

€ 30.00

Address

Dominee Jan Scharpstraat 306, 3011 GZ Rotterdam

Website

www.interparking.nl

Owner:

Operator:

Contractors:

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4 REALIZATION OF A CUSTOMER- AND ENVIRONMENTALLY-FRIENDLY PARKING FACILITY

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DO G F E D C B A

10-09-'14

Project:

Lokaties "UIT" en pijlen

Markthal te Rotterdam

Goedgekeurd:

Paraaf:

Architect:

| betonrestore

Opdrachtgever: Interparking Omschrijving:

REVISIE TEKENING Parkeerindeling niveau -2

Status:

Getekend:

Gecontroleerd :

Schaal:

Formaat:

Projectnummer:

Bladnummer:

Datum:

Revisie

HdJ

JJ

1/150

1189X841

BR14-933

R_N02

24-11-14

Veersteeg 1 4212 LR Spijk Tel: 0183-64 36 66

Postbus 850 4200 AW Gorinchem Fax: 0183-64 36 96

Versie:

A

4.1 DESIGN PARKING DECKS 44 -2, -3 en -4

COLUMN STRUCTURE 44 Column-free span

WIDTH LANES

WIDTH PARKING SPACES

DEPTH PARKING SPACES

44 Parking decks: 4.00 m (one-way traffic)

44 Parking decks: 2.50 m (70ยบ)

44 Parking decks: 5.10 m

44 Ramps: 6.00 m (two-way traffic)

44 Ramps: 2.50 m (90ยบ)

44 Ramps: 5.00 m

44 Disabled spaces: 3.50 m (70ยบ)

44 Disabled spaces: 5.10 m

HEIGHT FOR CARS 44 Parking garage Markthal for residents: 2.10 m 44 Parking garage for minivans: 3.00 m

PEDESTRIAN ZONE 44 Central pedestrian zone 44 Accessible via zebra crossing and lanes

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4.2 ENTRANCES AND EXITS ENTRANCES AND EXITS 44 2 entrances, 1 changing lane, 2 exits

NUMBER PLATE RECOGNITION 44 Faster traffic flow at entrances and exits 44 No membership cards required 44 Fast recognition of customers with online booking 44 Application green car discount (Eco Parking)

DIP & GO 44 Easy and quick entrance and exit 44 Cashless payment up to â‚Ź 50,44 Bypass the payment terminal 44 Pin-free payments 44 Maestro and credit cards

READY FOR 44 Application of QR-codes 44 NFC (Near Field Communications) 44 Tap & Go

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CENTRAL PEDESTRIAN ZONE 44 Easily accessible from all parking decks 44 High-quality materials and spacious 44 Spacious escalators, direct access to market 44 Visible and accessible payment facilities 44 24-hour exit with four transparent elevators for 13 persons 44 Glass walls and automatic sliding doors

4.3 PEDESTRIAN ZONES TIME STAIRS The Time Stairs offer visitors from all walks of life an attractive and interesting experience of the history of Rotterdam. The central staircase is 15m deep and surrounded by glass facades and displays. When they step on the impressive escalators, visitors literally make a journey through time. The travel back from the present to the Second World War, the nineteenth and eighteenth Century, the Golden Age, Late Middle Ages, all the way back to Rotta (1,000 years ago). The display cases contain archeological finds and show film footage and other types of projections (www.detijdtrap.nl).

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4.4 SERVICE OPEN 24/7 44 Control of parking equipment, intercom, camera system and building-integrated installations 44 Optimum view of entrances and exits 44 Transparent 44 Customer service desk 44 Public toilet open after the Markthal closes 44 Surveillance of supply and residential car park

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PARKING GUIDANCE SYSTEM 44 Shortest route to available parking space 44 Real-time display of number of available spaces per deck 44 Full/available signs per space 44 Less searching in the car park reduces CO2 emission

4.5 WAYFINDING SIGNPOSTING 44 Signposting for drivers and pedestrians 44 Interparking identity 44 Floor signs with unique pictograms, colours and numbers 44 Information screens/floor plans

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4.6 LIGHTING

Proper lighting is indispensable to ensure a car park is safe and looks good. The Markthal car park uses Premium Power LED V.

LED LIGHTING

These LED lamps have a 240 degree lighting angle and can illuminate a larger area. The LED lamps only use 30 Watts, compa-

44 Energy-efficient

red to the 68 Watts that old TL lamps use. This results in a cost saving of 60 to 85 percent. Our goal is to achieve significant

44 Switchable

savings in energy and CO2 emission.

44 High light yield 44 Aimed at central pedestrian zone

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4.7 FLOOR FINISHING HIGH-END COATING 44 Interparking corporate identity 44 Dark-grey parking spaces 44 Light-grey driving lanes, higher light yield 44 Signposting and markings on the floor 44 Rougher dark-grey bends; wear-resistance, no squeeky tires, looks cleaner 44 Central zebra crossing towards the pedestrian exits

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BUDGET

INTERNAL ANALYSIS

MARKETING PLAN

CURRENT SITUATION

EXTERNAL ANALYSIS

Quality parking facilities

Policy

Competition

Safety and security

Capacity

Policy

Sustainability

Turnover & numbers

Target groups

Quality of service

User groups

Accessibility & location

Services

Costs & profit

SWOT ANALYSIS

PROBLEM DEFINITION Marketing strategy CONFRONTATION MATRIX Confrontation matrix

Strengths

Weaknesses

Opportunities

S/O

W/O

Threats

S/T

W/T

Product Price

TARGETS

Place Promotion

STRATEGIES

Staff

PLANNING

ACTION PLAN

EVALUATION

5 MARKETING & INNOVATION

MARKETING STRATEGY 44 Product We realize high-quality parking facilities for our customers, fitting in with the function and use of the building above. This also means we offer excellent customer service. We have developed a wide range of products for all types of users, from parking subscriptions to value cards, online booking (combined with number plate recognition) and electric charging stations. Dip&Go customers can bypass the payment stations and simply drive in and out of the car park when they please. In 2015, we will be launching the P-card, a parking loyalty card, nation-wide in the Netherlands.

44 Rates Interparking applies (lower than) market-average parking rates in its facilities. By developing specialist parking products (e.g. offering off-peak discounts), consumers can profit from differentiated pricing. One example is Dinner Parking, offering customers cheap parking in the evenings.

44 Location We feel it is important that customers can find us, and can comfortably travel from their place of departure to our parking facility (and the other way round). Our facilities can easily be found using navigation software and the municipal PRIS signposting.

The parking guidance system (full/free signs) helps visitors quickly find an available parking space. The wayfinding in the car park is efficient and clear, which is emphasized by the used of pictograms.

44 Promotion To make sure that we offer a good match between our products and the desires of the customer, we set up various promotional campaigns via the website, social media, newsletters, billboards, etc. We also place ads in newspapers and other daily publications, explaining our vision on customer-friendly parking and lower parking rates in the Netherlands. In collaboration with the Markthal, our upstairs neighbours, we develop special offers all visitors can profit from.

44 Staff Our staff is here 24/7. The parking facility is led by an experienced regional manager, who is assisted by service staff, traffic guidance staff and the Technical Department. On entrance, you pass under the gatehouse, where staff is always available if you have a question or comment. Our customer service department is available at all times, via intercom or telephone.

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5.1 TARGET GROUPS THE MARKTHAL

VISITORS

Because of the location of the Marthal, in the city centre of Rotterdam, the car park caters for all types of target groups.

44 Visitors of the Markthal; market, retail, restaurants, ceiling art, time stairs

The dispatch area on parking deck -1 can be used by suppliers to deliver their goods to the food and retail stores. The car park has a separate area for residents, with immediate access to their apartments.

44 Businesses Markthal 44 Suppliers Markthal

THE CITY CENTER The car park is not only used by visitors of the Markthal, but also visitors of other crowd pullers, such as the Rotterdam shopping zone (Beurstraverse, Lijnbaan, Hoogstraat, Meent), the Main Square (Grote Markt), the ‘Kubuswoningen’, the Old Harbour, and the many restaurants and nightlife venues.

44 Residents Markthal 44 Visitors of the shops in the city centre 44 Businesses in the immediate area 44 Events 44 Museums

BUSINESSES/ORGANIZATIONS There are many organizations and businesses in the immediate area of the car park. Various organizations have chosen

44 Restaurants 44 Hotels

the Markthal car park as their company car park. Interparking offers special subscriptions and rates for businesses and entrepreneurs who want to make use of the Markthal car park.

EVENTS Every year, dozens of large events are organized in the Rotterdam city centre, such as the Summer Carnival, City Racing and the Rotterdam Marathon. These events attract thousands of visitors.

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OPPORTUNITIES O1 Wide array of target groups; city centre, restaurants, museums, businesses etc.

O2 Optimization living environment Markthal; municipal policy O3 High parking rates Rotterdam city centre O4 Discourage on-street parking; municipal policy O5 Growth in tourism (city marketing); municipal policy O6 Attract or establishmentv policy international businesses; municipal THREATS T1 Less occupation of spaces because of increase in online shopping T2 Environmental restrictions (CO2 emission, waste) T3 More empty space because of economic crisis T4 Restricted capacity external infrastructure and restricted traffic flow at peak times T5 Lower parking rates outside Rotterdam city centre T6 P+R locations surrounding the city (eg. Kralingse Zoom) T7 Restricted or no access to car park during events T8 Construction plans Rotta Nova

5.2 SWOT ANALYSIS / CONFRONTATION MATRIX STRENGHTS

WEAKNESSES

S1 Good location in the city centre

W1 Approach route from Blaak

S2 Exceptional concept

W2 Findability of the entrance

S3 Expertise Interparking in the field of design & construction

W3 Size of the car park compared to entrances/exits

S4 Architectural landmark

W4 Long route to decks -3 and -4

S5 Financial capacity and long-term vision Interparking

W5 No loyalty program

S6 Access to pedestrian zone

W6 Shape and lay-out of parking decks

S7 Integration exhibition of archeological finds S/O STRATEGY

W/O STRATEGY

O1, O3, S3 and S5; O3 and S5

44 Lower than average parking rates and rate differentiation

O1, O2, W1, W2, W4 and W6

44 Wayfinding concept Interparking / pictograms

O2, O5, O6, S2, S3, S4 and S5

44 High-quality finishing

O1, O3, W5

44 Introduction loyalty card (P-card)

O1, O2, O3, O5, O6, S2 and S5

44 High-quality service

O1, O3, O4, W1 and W2

44 Extensive marketing campaign (newspapers, dailies, online media)

S/T STRATEGY

W/T STRATEGY

T1, T5, T6, S1, S2, S3 and S5

44 Discount parking via online booking

T1, T2, T3, W4 and W6;

44 Implementation parking guidance system

T1, T5, T6, S1, S2, S3 and S5

44 Rate differentiation off-peak times

T4, T6, W1 and W2;

44 Included in PRIS and navigating systems

T2, S1, S3 and S5

44 Eco Parking

T2, T4, W1, W2 and W4:

44 No parking spaces on ramp, for twice as many entrances/exits

T2, S3 and S5

44 LED lighting and electric charging stations

T1 and T4;

44 Number plate recognition and Dip&Go

T1, T5, S1, S2 and S5

44 Opening promotion (50% discount)

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OFFLINE MEDIA 44 Special brochure for businesses and residents, with targeted offers 44 Large billboard at the entrance of the car park, with the online parking products 44 Discount cards, handed out in the Rotterdam city centre by our Promotions Team 44 Free introduction cards for contacts 44 Promotional film / adverts on LED screens in the city centre 44 Free publicity and interviews in trade publications and national newspapers 44 Sponsoring a special magazine about the Markthal in a national publication 44 Organizing / supporting various opening festivities 44 Organizing business events 44 Press releases

5.3 PROMOTION ONLINE MEDIA

WEBSITES

One important tool in the Interparking marketing & communication strategy, especially for the Markthal, is the use of social

To be able to inform visitors about the products and services

media. Via this medium, Interparking can quickly and easily contact customers, clients and other business relations.

of the Markthal car park via the Internet, a special page has

Special offers, news and notifications can be communicated to a large audience, and people can contact us via social

been developed, with information such as payment methods,

media, if they have questions and/or comments.

route planner, number of (disabled) parking spaces, charging stations and other products and services. Online booking,

SOCIAL MEDIA MARKTHAL PARKING

subscriptions and value cards are also offered on the

44 Facebook: Communication about the progress of the project, promoting our Opening promotions, Share & Win, etc.

Answering questions from customers.

website.

44 LinkedIn: Communication of corporate news and updates about the progress and developments of the Markthal.

44 Twitter: Communication of news about the Markthal car park and answering questions.

44 Youtube: Distribution of film footage of the Markthal.

Interparking has been actively promoting the Markthal car park to various visitor destinations in the area, to include the car park on their website, increasing brand awareness and

44 Google Plus: Adding the Markthal car park to Google Plus and Google maps.

findability.

DIGITAL NEWSLETTER

Early 2015, Interparking will be publishing its own special

At least once every three months, Interparking publishes a digital newsletter, with news and special offers of the Markthal

website for het Markthal car park, with special Internet offers.

car park. This newsletter goes out to more then 1,000 business contacts. We are also a part of the developer’s marketing campaign.

44 www.interparking.nl 44 www.markthal.nl 44 www.parkerenmarkthalrotterdam.nl

InterparkingNederland

@InterparkingNL

interparking-nederland

Interparking Nederland

 

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Normal ticket Pilot Eco Parking Lijnbaan Number of Eco Parking users

Eco Parking

11%

18%

20%

19%

21%

22%

21,5%

April

May

June

July

August

September

October

0

5.4 ECO PARKING Interparking wants to make users of car parks more environmentally-minded. The mission ‘Making the world move better’ forms the basis of environmentally-friendly parking solutions such as Eco Parking. Drivers of cars with an A label can park at a lower rate. This makes Interparking the first car park operator in the Netherlands and Europe introducing reduced parking rates based on the car energy label.

In April 2014, Interparking started a pilot at the Lijnbaan car park in Rotterdam. Because of the positive reactions from customers and the enthusiasm of the municipality of Rotterdam, we decided to also introduce this scheme in the Markthal car park.

HOW IT WORKS As soon as a driver enters the car park, the discount is calculated. This is possible because of the number plate recognition system, that determines the car’s energy label, via a link to the Rijksdienst voor het Wegverkeer (RDW) database. The driver then receives a special Eco Parking ticket, offering him an A label discount. The discount is shown on the screen of the payment terminal.

Energielabel - A

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Number of online bookings 60

Daytrip parking Dinner Parking Hotel Parking

50

Early Shopping Parking Opening promotion 40

December promotion

30

20

10

0

WEEK

40

WEEK

41

WEEK

42

WEEK

43

WEEK

44

WEEK

45

WEEK

46

WEEK

47

WEEK

48

WEEK

49

WEEK

50

WEEK

51

WEEK

52

WEEK

53

5.5 ONLINE BOOKING The city has many functions and facilities, such as hotels, museums, restaurants, etc., which are used by all types of user

ONLINE BOOKING

groups. Consumers want to make use of these facilities at various times and for various lengths of time. To realize a good

44 Early Shopping Parking

combination of specific parking offer and an attractive rate, we developed the online booking system. Visitors can book

44 Day Trip Parking

and pay a parking space in advance, on their PC, tablet or mobile phone. Visitors are recognized by the number plate

44 Hotel Parking

recognition system on entrance and exit, and can bypass the payment terminal. Online booking is also a great solution for

44 Dinner Parking

visitors who want a guaranteed parking spot.

44 Opening promotion 44 December offer

SPECIALIZED PARKING PRODUCTS A great example of parking products that can be booked online is Dinner Parking. Ideal for people who want to go out to a

ADVANTAGES OF ONLINE BOOKING

restaurant, movie or other evening event in the city centre.

44 Guaranteed parking space 44 Paid in advance (iDEAL or credit card) 44 Drive in straight away, number plate recognition 44 Custom made product with optimum pricing 44 Discount parking at off-peak times

www.interparking.nl/online-reserveren

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5.6 LOYALTY CARD P-CARD

P-CARD+

The P-Card enables visitors to use participating Interparking parking facilities without having to pay at the payment

In Belgium, Interparking has already introduced the P-card+;

terminal. The P-card is free to use; you only pay for the time parked. The P-card can include one or several Interparking

combining the regular functions of the P-card with a public

products. Visitors receive a clear monthly statement of all parking transactions, which means that it is a lot easier to keep

transport travel card. In Brussels, consumers can use the

track of parking expenses. The P-card can also be used in the Interparking car parks in Belgium, France and Germany.

same card for parking and public transport. In Bruges, card

The P-card will be introduced in the Netherlands in 2015. Interparking is in discussions with businesses in the Markthal

holders can make use of public bicycles parked outside the

to combine the P-card with special discounts in restaurants and shops. Retail and restaurant staff can easily activate the

car park.

P-card of customers to deduct a discount or offer free parking.

Interparking sees intermodality as the future of transport.

ADVANTAGES OF THE P-CARD:

More and more people use various types of transport toge-

44 Avoid the queues at the payment terminal

ther; they leave their home by car and later switch to public

44 Pay with accessible payment methods, such as credit card and iDEAL (for consumers) or invoice (for business users)

transport. This development stimulates initiatives with regard

44 Profit from local offers, such as reduced-rate parking after a restaurant or shop visit

to parking facilities that are an integral part of the traffic flow

44 Manage parking use and costs online

in and around cities. Interparking wants to play a pioneering

44 24/7 access to parking garages

role; on the one hand by offering advanced solutions, and

44 Special promotions, such as 10% discount or cheap evening rates in a number of participating car parks

on the other hand by setting up partnerships to build and manage these advanced parking facilities at traffic hubs for the various forms of transport.

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5.7 CUSTOMER-BASED SERVICE Interparking wants to offer visitors of the Markthal car park the best possible service. We strive to making their stay

EXTRA PRODUCTS AND SERVICES

as pleasant as possible. The parking facility is often the start and end point of a visit. The car park has the following

44 Electric charging stations

service facilities.

44 Disabled parking spaces 44 Public toilet 44 Parking guidance system 44 Elevators 44 Escalators 44 Shopping trolleys 44 First Aid kit 44 Defibrillator 44 GPS Data 44 24/7 staffing

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INTERPARKING NEDERLAND B.V.

ADDRESS VISITORS

CONTACT

Weena 710-712 ‘Weenapoint’, Toren A

For more information about our services,

3014 DA Rotterdam

visit our website or contact us:

InterparkingNederland

POST ADDRESS

t

010 217 09 70

Interparking-nederland

Postbus 501

f

010 404 61 76

3000 AM Rotterdam

i

www.interparking.nl

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