In post-Haystack Boston, the possibilities for viable parking solutions are endless. Though some consider the City of Boston’s swift action to end Haystack’s business of selling public parking spaces as the stifling of innovation, an area that one would think city officials would endeavor to promote, it actually did the opposite. What Mayor Walsh’s administration did was provide a legal roadmap for people looking to innovate in that space so that they could build their company and do it not at the expense of the city and its residents.
One of the startups that’s emerged from Haystack’s colossal crash and burn is SpotLight Parking. Though the idea of SpotLight was planted long before Haystack ventured up to Boston from Baltimore, the Haystack debacle allowed apps like SpotLight to learn from the mistakes of those perhaps a bit too ambitious for their own good.
SpotLight works simply and effectively. In essence, it’s an on-demand valet service that chief operating officer and chief marketing officer Joe Price likenes to Uber.
SpotLight is one of several parking apps to have emerged in the wake of Haystack. Where it differs from similarly-named SPOT parking is the reservation aspect. SPOT is basically the anti-Haystack, allowing users to rent out their privately-owned parking spaces instead of public ones like Haystack did.
SpotLight, however, eliminates the proverbial middle man. No longer will users have to barter for and locate an open parking space. Instead they can pull up to their favorite restaurant, concert venue, sports stadium or wherever and have someone else do the parking for them.
There is one catch, though. SpotLight will only work in designated ‘HotSpot’ zones that Price and his constituents will further iron out during a two week beta testing period starting next week.
“This private beta will last two weeks, and then we will begin rolling out our service to our wait list of pre-registered users and partner businesses,” Price told me. “Our pilot location will be the Back Bay, with other areas of the city like the Seaport, North End, and South End to follow.”
Price explained to me that the HosSpots feature will allow businesses owners within the bounds of the designated area to participate in the valet reservation service. This could prove beneficial to the owners in that they’ll be able to offer additional parking options than what’s immediately available, and SpotLight developed a B2B subscription plan so that businesses can validate a portion, or the entirety, of a user’s costs.
And perhaps just as importantly, SpotLight brass is working in tandem with the City of Boston instead of trying to profiteer off it.
SpotLight, SPOT, ParkWise and StreetParkd, all trying to take advantage of a budding industry, have all engaged in talks with City Hall about how each can work with and for the benefit of each other. Unlike what may have been depicted with the Haystack situation, Boston wants to work with collaborators and watch them succeed. We all have a little something to gain, after all.
“The City of Boston is enthusiastic about our solution as they see this as a great way to help businesses consolidate the number of valet licenses currently being utilized in the city, ultimately opening up more curbside/spots on the street that are currently occupied by redundantly located valet stands,” added Price. “We feel this unique element of our business model provides a win-win for businesses looking to make the luxury and experience of valet parking accessible to their clients, while mitigating many of the prohibitive hurdles of contracting valet services of their own such as cost and legislative footwork.”
Already SpotLight has 15 partners lined up to join in the beta testing fun, including G2O Spa and lululemon athletica, and they couldn’t be more excited at the prospect.
“We believe that the management and personnel of spotlight parking know and understand the discerning needs of our clientele and are able to extend the luxury experience of our spa and salon to the parking experience as well,” said Joyce Hampers, President and CEO of G2O Spa. “They present a cost effective way for us to provide the convenience of valet parking for our clients.”
Price told me he’s eying November 1 for a hard launch, assuming all goes well during the beta testing. It’ll come just in time for the holidays, when cutthroat shoppers compete for parking spaces on chic Back Bay streets like Newbury and Boylston. Stay tuned for more updates on HotSpot locations as they roll out.
Hey you, eager business owner. It’s not too late to give SpotLight a try. Check out the website here at which point you’ll be prompted with a number of questions so that Price and his team can figure out the best solution for your business.
