How STAXY Is Helping Aston
Villa FC Transform Matchday Travel
We provide Aston Villa with the following MaaS functionality, integrated into their existing fan app:
Shuttle bus
Coach
Train
Parking
The Challenge
Matchdays at Villa Park attract tens of thousands of fans, and with that comes the complex challenge of parking management. Aston Villa FC (AVFC) faced several key issues:
Operational inefficiencies
- Manual, time-consuming travel and parking booking processes requiring significant staff resources.
- No centralised system to coordinate travel bookings, monitor capacity, or manage all available transport modes.
- Limited ability to promote sustainable or lower-cost travel modes like shuttle buses and coaches.
- Difficulty managing Aston Villa-owned car parks efficiently, leading to underutilised spaces, manual allocation processes, and limited visibility on real-time capacity.
Fan experience gaps
- Travel tickets were separate from matchday tickets.
- Fans were often unaware of more affordable or convenient available travel options, such as shuttle buses.
- No way to reward fans for sustainable or consistent matchday travel.
Data & insight limitations
- Missed opportunities to boost F&B sales due to no real time visibility on how, when and where fans are arriving or leaving.
- Missed opportunities to engage fans through personalised offers, rewards, or gamified travel experiences.
- Unable to identify and send targeted notifications to fans about entering or leaving the stadium and real time traffic flow information.
- Inability to track emissions or support sustainability initiatives.
The Solution
Aston Villa partnered with STAXY to implement our Mobility as a Service (MaaS) technology, integrated into the club’s existing app and website, to reduce operational costs, unlock new revenue opportunities through AI-driven fan travel insights, and streamline the entire matchday travel experience for supporters.
For the Club
- A central control panel for managing all travel types, parking, shuttles, coaches, and more.
- Automation of manual workflows, significantly reducing staffing costs.
- Real-time data on fan travel behaviour, enabling targeted F&B offers, loyalty campaigns, and gamified experiences.
- Full visibility of fan journeys to support Scope 3 emissions reporting and sustainability strategies.
For the Fans
- A new ‘Travel’ section inside the official AVFC app and website, powered by STAXY.
- One-stop access to book all modes of matchday transport, including parking, shuttle buses, and e-mobility options.
- Travel tickets stored alongside matchday tickets for maximum convenience.
- Digital parking passes that can be shared with friends and family to void delays on entering the ground.
On-the-ground Operations
- End-to-end parking management system with real-time check-in for staff.
- Attendants equipped to scan QR codes, VRNs, or search attendee names on the spot.
- Dynamic space allocation and redirection capabilities to avoid bottlenecks and improve flow.
Fans can view and book all modes of travel
All tickets in one place within the AVFC platform
The Impact
STAXY’s MaaS technology, data collection AI and parking management solution is transforming how AVFC manages matchday travel, reducing operational costs, improving fan access, and providing valuable data insights to drive smarter decisions and increase revenue.
The Result
Since introducing STAXY’s parking management system, AVFC has achieved measurable success:
15 hours
saved per week on car park & shuttle bus logistics.
£2,000
saved each matchday through smarter resource allocation.
0
car parks at overcapacity across matchdays.
100%
user engagement among on-site car park users.
Accurate enforcement of car park access and allocations.
Seamless fan access with no queues or bottlenecks.
Improved analytics to support long-term planning and resource deployment.
The benefits of our data collection technology to AVFC:
Parking
Over 500 AVFC supporters are checked in each week using our state of the art parking management system, which comprises of 3 systems:
Fan Parking Booking & Ticket Site
An easy to use system that we have integrated into the existing AVFC website and app that allows fans to access their matchday parking tickets alongside other travel options.
Simple interface for supporters to access and manage parking tickets
Tickets can be downloaded, shared, or stored digitally
Fans can also book other modes of travel through the same platform
Parking Check-In System
A mobile-friendly check-in tool for parking attendants, designed to work seamlessly with existing providers.
Compatible with all major parking management systems
Fully accessible on smartphones and tablets
Supports 3 identification methods: Vehicle Registration Number (VRN), QR code scanning, and name search
Parking Management Dashboard
A centralized dashboard for club staff to oversee parking operations and access real-time insights.
Staff can view, manage, and update attendee details
Tickets can be automatically generated and sent to fans
Key data (e.g. arrival times) is clearly visualised through graphs and charts to allow for effective resource allocation
We’ve automated the ticketing system for Arriva’s match-day shuttle buses, enabling fans to book and access their AV1 and AV82 tickets in the same platform as their match-day tickets. This streamlines the fan journey and significantly reduces the administrative burden on AVFC staff, saving both time and costs.
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