Sunshower x ParkBee: unlocking hidden value in your rental parking spots

Location
Hoogoorddreef 63, 1101 BB Amsterdam

Context
In Amsterdam Zuidoost, one of the city’s most vibrant event districts, parking availability is a recurring challenge. Sunshower, a pioneer in wellness systems, found itself with an underused asset: centrally located office parking just steps from Johan Cruijff ArenA, Ziggo Dome, and AFAS Live.

While event attendees searched for parking and local streets faced increased congestion, this space remained mostly unused outside of working hours.

The challenge

Sunshower’s office is based in a premium location close to Arena area, but its parking lot was only used during weekdays by staff. Events regularly brought 30,000+ visitors to the area, often leading to gridlock and frustration for drivers, residents, and local businesses alike.

“We always knew our parking wasn’t being used to its full potential,” said a Sunshower operations lead. “But we lacked the tools and reach to manage and open it up efficiently.”

The business wanted to find a solution that would require minimal involvement, align with its sustainability values, and deliver measurable financial value.

The solution

Through ParkBee’s plug-and-play platform, Sunshower digitised its parking access using license plate recognition and smart availability controls. The setup required no hardware investment on their side and allowed for:

• Seamless digital access via the ParkBee app and partner platforms
• Real-time capacity control to protect staff needs while maximising public usage
• Revenue management through dynamic pricing on high-demand days

Most importantly, the partnership allowed Sunshower to activate its space without dedicating resources or staff, an essential requirement for a team focused on its core business.

The results

Within [12] months of activation:

• 20,000+ successful parking sessions
• Peak utilisation of over 90% during events such as Robbie Williams, Beyoncé, and UEFA matches
• Reduction of up to 30% in local search traffic during events
• New monthly income stream, with immediate ROI achieved
• No reported user complaints or operational disruption to Sunshower’s team

The space quickly became a go-to alternative for concert goers and fans looking for safe, reliable parking near the arena.

“It’s a huge relief. I can just book my parking ahead of time and stop worrying about whether I’ll find a space.” said a ParkBee customer.

Why this matters

Amsterdam is actively working to reduce car traffic and promote more efficient use of space. Initiatives like Sunshower x ParkBee show that this doesn’t always require new infrastructure, just better use of what’s already there.

This partnership delivered:

• Financial return on the rental parking spots
• Reduced environmental impact through fewer cars searching for parking
• Stronger alignment with Amsterdam’s goals
• A replicable, scalable model for other office-based businesses

Lessons learned

• Data-driven decisions pay off: By analysing local event calendars and traffic patterns, Sunshower and ParkBee optimised opening hours and pricing.
• It doesn’t need to be complex: The entire launch process—from first conversation to live activation—took less than 6 weeks.
• Impact scales quickly: What started as an experiment is now a reliable part of the mobility infrastructure for events in Amsterdam Zuidoost.

A replicable and future-proof model

With partly working from home becomes the new norm, if your company has private parking, rented or owned, it could be an untapped opportunity. Especially in urban hubs and around event venues, the need is clear.

Here’s how it works:

1. Digitise access and connect to ParkBee’s ecosystem
2. Activate for evenings, weekends, or specific events
3. Start generating income and supporting urban flow

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