Tower Investments, Inc. is a premier developer of retail, entertainment, mixed-use, residential, and commercial properties. Established in 1978, the company has earned a reputation as an innovator and trailblazer, uncovering opportunities in areas often overlooked or underserved by traditional developers. One standout property is The Showboat Resort, the largest non-casino hotel in New Jersey. The resort features an impressive array of amenities, including an 80,000-square-foot arcade, the Island Indoor Waterpark (the world's largest beachfront waterpark), an electric go-kart track, and a hotel with over 800 rooms. To accommodate the steady flow of visitors and guests, almost all of whom arrive by car, the resort offers a nine-story parking garage with over 2,000 spaces and an overflow parking lot with an additional 500 spaces.
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Atlantic City, NJ, USA
Garage and Surface Lot
The Showboat Resort faced ongoing difficulties in maintaining an efficient and customer-friendly parking operation. Despite working with multiple parking operators in the past, the resort struggled with the operators’ deficiencies in areas like poor maintenance and a lack of effective management.
These challenges led to mounting customer complaints, particularly regarding the garage’s condition.
Guests expressed frustration with long wait times, unreliable equipment, and an unclean environment, all of which detracted from their experience at the resort.
Connor Price, Vice President of Business Development at Tower Investments, highlighted the root of the problem, stating, “What we saw was a total lack of control.”
The absence of a cohesive and proactive parking management partner was not only impacting customer satisfaction but also undermining the resort’s reputation.
Recognizing the need for a transformative approach, AirGarage proposed a tech-forward solution tailored to the challenges faced by The Showboat Resort.
Leveraging success in modernizing parking operations at other high-profile properties, AirGarage proposed three key innovations:
Together, these features would create a seamless parking experience for guests while significantly reducing the operational complexities for the resort.
Connor expressed initial reservations about these change, claiming the resort's high volume of visitors and unique operations posed challenges that traditional parking solutions failed to address.
However, AirGarage’s proven track record of successfully implementing similar systems at hotels, event venues, and other dynamic properties reassured the Tower Investments team.
Connor immediately noticed an improvement in customer service as guests were no longer trapped behind malfunctioning gates.
The cashless mobile revenue collection significantly reduced slippage, leading to cleaner financials and improved P&L statements.
The camera system and accompanying dashboard provided valuable insights into garage performance and customer sentiment, enabling more data-driven decision-making.
Most importantly, AirGarage’s proactive partnership presented new opportunities to optimize revenue without Tower Investments needing to ask.
As a result of these modernization efforts, The Showboat Resort achieved a 25–35% year-over-year increase in topline revenue and a 20–25% decrease in operating costs across all parking assets.
Reflecting on the decision to partner with AirGarage, Connor remarked, “In a world that is moving forward, AirGarage is accelerating at a much faster pace in an industry that hasn’t seen evolution in decades. If you don’t get with the times and think about the operations holistically, you will get left behind.”
Hear directly from Connor about the challenges they faced with previous operators and how partnering with AirGarage resolved operational issues while increasing revenue and enhancing the customer and guest experience.
