How AirGarage Doubled Revenue at Legacy Ventures’ Downtown Atlanta Lot

Before AirGarage, the lot ran on minimal infrastructure. Legacy Ventures put up bumpers and signs to mark spaces and installed a single pay on foot machine in the corner. Peter had no parking background to draw on, so the approach was largely trial and error.

"We didn't really know what we were doing, so we thought we'd just start checking and see what other people were doing."

The lot's location worked against it as much as for it. Sitting in one of Atlanta's busiest event corridors, an open lot with no gates or barriers filled up fast, but without pricing that moved with demand, it filled up cheap.

"It's the first lot to get full because it's an open lot, so people can get in and out really easily, and so if you aren't changing prices on a very regular basis, you're just going to fill up with inexpensive parking."

Weak enforcement compounded the pricing problem. Valets from Legacy Ventures’ other properties checked the lot only once or twice a day, and drivers noticed the gaps.

"People were showing up for a couple hours and just leaving and not paying because the enforcement that we had, the valets just would come in once or twice a day. There'd be four or five hour breaks in between."

When Peter looked at other parking operators, most offered a version of the same model: a phone number for drivers to pay, and a boot if they skipped it. But Legacy Ventures wanted a more active partner.

"Everybody else that we ran into was just, here's your phone. People will come in and they'll park. We'll boot them if they don't pay. But that was about it."

AirGarage brought the hands-on presence Legacy Ventures had been looking for: boots-on-the-ground enforcement, dynamic pricing, and a plan to clean up and professionalize the lot. For Peter, the consistency and frequency of that presence made the difference.

AirGarage replaced the pay machine with clear QR-code based signage, which changed how the lot read to drivers before they even parked, signaling active management even when no one happened to be on site at that exact moment.

"Having the signs up, I think made a big difference. All we had was a pay on foot machine in the corner. That was it. So I think having the signs up made it appear that there was going to be a lot more enforcement."

Dynamic pricing also gave the lot a lever it never had. With only about 70 spaces on site, rates adjust quickly once the lot starts to fill instead of holding flat all day. That same pricing logic scaled up for major events. During the FIFA World Cup, AirGarage moved straight to event level pricing rather than waiting to react to demand as it built.

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The lot's performance changed immediately, as revenue doubled in AirGarage's first month and kept climbing from there.

"The results were immediate. We doubled right out of the gate. Every month, year over year, was double, and then the momentum just built from there. It was triple probably by the fourth month."

Before AirGarage, the lot typically brought in between $30,000 and $50,000 a month. Under AirGarage, monthly revenue rarely drops below $70,000, and during the FIFA World Cup, the lot brought in over $130,000 in a single month.

Peter points to enforcement and dynamic pricing as the two biggest drivers of that shift, along with something less quantifiable: a local team he can actually reach.

"To me, it's just having the local people is huge. If there's ever a problem, we hear about it pretty quickly. There's somebody on the ground pretty quickly. You're just not going to get that with a lot of these other guys."

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