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How Avalon Helped AFC Telford Tackle Complex Parking Needs

Aug 27
2 min read

AFC Telford United’s stadium is more than just a football ground. It’s also home to a gym, a learning academy, a bar and a conference centre — each with its own set of parking demands. Add in match days, tournaments, and other events, and managing the car park quickly became a time-consuming and stressful job for the club.


The team were dealing with unreliable ANPR equipment, poor customer service from their previous operator, and a rigid system that couldn’t adapt to the site’s changing needs. They needed something smarter, more flexible, and a lot more user-friendly.


AFC Telford United stadium managed by Avalon car parking management

The Challenge


The previous parking setup was causing problems across the board:


  • Faulty or inaccurate ANPR tech that led to complaints and missed revenue

  • A lack of flexibility around tariff changes, especially during busy events

  • Too much admin and management time spent on resolving parking issues

  • A high number of PCNs that couldn’t be cancelled, even when justified

  • No clear way to balance free parking for everyday users with event-day controls


The Solution


Avalon stepped in with a completely refreshed, flexible parking system designed to suit a mixed-use venue like AFC Telford:


  • Adjusted the car park layout and installed a new high-accuracy ANPR system, reducing false readings and cutting down on complaints.

  • Customer-facing iPads placed in key locations, allowing users to register their vehicle if staying beyond the free 2-hour window. Each iPad is individually coded and linked to a central portal, helping managers monitor usage and flag any issues.

  • Custom permit portal set up for a nearby business renting surplus spaces, removing the admin burden from the club.

  • Smart pay stations introduced, with tariffs that can be updated remotely to reflect match day or event pricing.


The Results


Avalon’s all-in-one parking system made an immediate impact:


  • Increased compliance and fewer parking issues across the site

  • A noticeable boost in revenue thanks to more accurate enforcement and dynamic pricing

  • A dramatic reduction in admin time, giving staff more freedom to focus on running the venue

  • A much better experience for visitors, with friendly on-site support and easier ways to pay


The new system puts the club in full control, with the flexibility to adapt to whatever the day brings — whether it's a quiet weekday or a packed-out match day.


Got parking problems? We’re here to help. Let’s chat and see how we can fix it together!

 
 
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