EnSight Technologies: Enhancing the Game Day Experience

Anyone who has attended an NFL game, concert, or major event knows that parking can be a make-or-break part of the experience. With the stakes even higher at globally watched events like the Super Bowl, efficient and intelligent parking systems are no longer a luxury; they are a necessity.

At SoFi Stadium in Inglewood, California, which regularly hosts over 70,000 fans for Los Angeles Rams and Chargers games and has already served as the venue for Super Bowl LVI and the 2023 College Football National Championship, parking operations have evolved into a seamless extension of the overall visitor experience. Thanks to innovative parking guidance technologies, navigating complex parking environments, such as the adjacent Hollywood Park mixeduse development, has become faster, less stressful, and more efficient than ever before.

Located in the heart of Inglewood, Hollywood Park is a 298-acre mixed-use urban development that is anchored by SoFi Stadium, home of two National Football teams, the Los Angeles Rams and the Los Angeles Chargers. The sprawling project also includes retail and dining spaces, office buildings, residential units, a public park, and a four-story parking garage. It represents the convergence of entertainment, lifestyle, and technology.

The complex has also set the standard for contemporary sports infrastructure. The days when teams played in isolated stadiums and arenas are a thing of the past. The professional stadiums, arenas, and ballparks being built today are typically multi-use facilities that combine sports and other entertainment venues, restaurants, retail stores, and, yes, even residences. The fan experience isn’t limited to attending a game or concert; it’s an entire experience.

With the increasing demand for this type of flexible, high-capacity infrastructure, particularly on game days or during concerts, there’s an increased need for intuitive and responsive parking systems. That’s where parking guidance technology comes in.

Smarter Parking Begins with Smarter Infrastructure

Hollywood Park’s two parking garages are equipped with a state-of-the-art intelligent camera-based parking guidance system that enhances the parking experience for visitors, whether visiting on a routine daily basis or during high-traffic event days.

At the core of this system is a network of smart cameras mounted on each of the garage’s four parking levels. These cameras continuously monitor the availability of general parking spaces in real time. Additionally, a specialized rooftop zone serving residential tenants is monitored by pole-mounted outdoor cameras that track vehicle entry and exit activity. This allows the system to accurately count occupancy in the residential “nest” without the need for invasive gate arms or ticketing infrastructure.

The real-time data captured by these intelligent cameras is then transmitted to large monument signs mounted outside the parking garage, providing instant availability information for drivers as they approach. These dynamic signs allow drivers to make quick decisions about where to enter and park, reducing circulation time, minimizing traffic backups, and eliminating unnecessary frustration.

One of the most powerful features of the system is its virtual zoning and occupancy counting capabilities. Unlike older systems that rely on physical lane delineation or in-ground sensors, the Hollywood Park garage uses advanced software to define regions of interest, exclusion zones, and count lines within its camera feeds. This means the parking guidance system can dynamically count cars in defined areas—even on ramped sections of the garage—without requiring any physical infrastructure changes that would consume valuable parking real estate. By doing this, the garage maintains maximum capacity and flexibility, all while delivering precise, actionable data to its guidance network.

Additionally, fans attending football games and other events at SoFi stadium can also park at the Intuit Dome, which is adjacent to the Hollywood Park complex. The Intuit Dome, home to the NBA’s Los Angeles Clippers, features two public parking garages. Both garages are equipped with the same intelligent camera-based parking guidance system as Hollywood Park.

The parking guidance technology is particularly useful during Rams and Chargers games, when thousands of fans converge on the area and parking turnover is at its highest. By directing traffic intelligently based on live availability data, the system ensures the garage operates at full efficiency and reduces wait times for fans eager to enter the stadium.

Real-Time Communication Through Digital Signage

Perhaps the most visible element of the system’s effectiveness lies in its integration with dynamic LED message boards. Thanks to an open API, the parking system transmits real-time occupancy data to these boards, which are strategically located throughout the Hollywood Park campus.

These LED boards do far more than display basic space counts. They can provide:  

• Turn-by-turn guidance to available areas.
• Event-specific messaging.
• Wayfinding assistance for first-time visitors.
• Emergency alerts or access instructions in real time.

This real-time messaging infrastructure is especially crucial during high-capacity events, such as NFL games, concerts, and public gatherings, where crowd flow and communication must be precisely coordinated down to the second.

Measurable Impact on the Game Day Experience

The parking guidance system at Hollywood Park and SoFi Stadium has had a dramatic, positive impact, particularly on game days. According to aggregated performance data gathered over multiple NFL seasons and large-scale events:

• The average parking search time for fans and other guests entering the garage has dropped by 32% since the guidance system was implemented.
• Circulation time within the garage has decreased by over 40% during peak periods such as Rams and Chargers games.
• Customer satisfaction scores related to parking have improved by 25%, according to post-event surveys conducted by venue operations teams.
• Vehicle throughput at garage entrances increased by 15%, helping traffic engineers maintain smoother flow during ingress and egress windows.

This improvement in operational efficiency not only enhances the guest experience but also reduces environmental impact. Fewer vehicles idling and circling for spaces means reduced emissions—an important step toward the sustainability goals of both SoFi Stadium and Hollywood Park.

These parking technologies were put to the test during Super Bowl LVI in 2022, which drew over 70,000 in-person attendees and tens of thousands more to the Hollywood Park area for surrounding festivities. Despite the extraordinary volume, the Hollywood Park garage operated with near-zero delays thanks to its intelligent occupancy and guidance systems.

Fans arriving for pre-game events reported a marked improvement over prior Super Bowls in terms of parking accessibility and signage clarity. The integrated system enabled operations personnel to adjust parking availability zones in realtime based on actual demand, redirecting traffic from congested areas to open spaces with just a few keystrokes.

Future-Proof Parking for a Next-Gen Venue

The integration of parking guidance technology at Hollywood Park and SoFi Stadium serves as a model for event-centric urban development. It blends cutting-edge technology with a usercentered design to create a truly modern, responsive experience that meets the evolving expectations of fans, tenants, and residents.

Hollywood Park’s integrated parking guidance and management technology represents the gold standard for managing event parking, serving as a model for other sports and entertainment complexes. With Hollywood Park paving the way, parking is no longer an aggravating footnote to a great game day, it’s an essential part of providing a great parking experience.

About EnSight Technologies

Providing smart, simple, and scalable parking guidance and occupancy counting. With intelligent cameras, EnSight Technologies has designed a flexible and economical parking guidance Ecosystem that works for every parking provider. We believe less is more, providing parkers with enough information to make intelligent parking decisions and operators the metrics they need to efficiently and effectively manage their operations.