At Melbourne’s Highpoint, parking is being reimagined as more than just a place to leave your car — it’s becoming a premium customer experience in its own right. Since partnering with First Class Valet in late 2023, Highpoint has transformed valet parking from a seasonal trial into a year-round success story. Robert Horton, Managing Director at First Class Valet, explores how Highpoint’s focus on convenience and service is delivering real results — proving that even the simplest touchpoints can drive lasting value.
GPT’s Highpoint in Melbourne’s inner west is taking parking seriously. With millions of customer visits per year, the responsibility of providing an excellent trading environment for more than 400 retailers is at the heart of our partnership with Highpoint. We have been partnering with the centre since Christmas 2023 for its valet parking services — and the results speak for themselves!
When we received the brief from Highpoint, we could tell it had a focus on improving customer experience; we know that this focus not only retains the centre’s loyal customer base but also gives them extra reasons to choose Highpoint over others in the highly competitive Melbourne market.
In November 2023, after a Christmas period trial, the centre made a conscious choice to continue the valet parking program permanently. Many shopping centre operators can relate that the most significant pain point for customers is parking, so anything we can do to alleviate any challenges for customers is a win in our eyes. Customers embraced the service immediately, which led to high utilisation, especially during the Christmas pop-up period. Still, the centre’s customers immediately saw the benefit of paying for convenience and service, and the program has exceeded expectations — and we’ve learnt a lot along the way.
Integral to the success, is our relationship with the centre teams and how our First Class Valet teams work together on collective goals.
“Our goal isn’t just to park a car, it’s to elevate a customer’s entire experience when they visit, from the first impression to their last.” — Scott Jensen, Senior Retail Manager, The GPT Group
It’s so important that both teams understand the goals to achieve success.
After initially trying the program with a non-valet security company, Highpoint quickly realised it was important to hire an experienced supplier with expert knowledge in parking and all the important details involved in running a valet program.
Behind the program it is so important to provide the best team on the ground. With the right mix of experience, customer service and a great attitude, this formula produces low turnover, which is a win for our team, the client and, more importantly, the customer. The continuity of a team is important to the customers’ experience. One key success factor is that we’ve had the same service team since we started, and customers know them by name! This consistency has meant the team has been on the Highpoint journey and has buy-in to the practical improvements along the way, and they join in to celebrate the success of the program. Also, our SMS technology makes the whole operation efficient utilising smartphone technology and a paperless system.
We’re all in it for the long term, even though we may not have started that way. Back in 2023, after the initial pop-up launch during the Christmas season, the GPT Group and Highpoint centre teams saw the potential of continuing the valet parking program, every weekend, all year round.
Improving dwell time
With GPT’s support, we continued the program into the new year, and as a result, to date, we’ve seen some fantastic results. The average dwell time of valet parking users is 87% longer than that of the average customer. This was so exciting for the centre and marketing teams, as generally when there is more time spent in centre, it indicates higher spending at retailers. Right now, this is a critical success factor as it helps retailers drive turnover and ensures they have the best trading environment at Highpoint.
Building loyalty
Additionally, 84% of customers said they’re very likely to use the service again, 91% are likely to use it again, with a 79% five-star rating, which calculates to a net promoter score of 77%, based on a comprehensive First Class Valet customer survey conducted earlier this year — all these results contribute towards solidifying customer loyalty.
We have experienced growth year on year. Looking at the Christmas program, from 2023 to 2024, we parked 24% more cars in 2024, which delivered, obviously, 24% more income. We only used 6% more labour, because, again, we had the historical data and were more efficient, which meant we were 80% more profitable based on the data and understanding of the car movements and how many we’re holding. The centre hopes to break even in 2026, far beyond its expectations. We always thought this service would be a cost-centre for our client, rather than possibly becoming profitable.
There has also been significant growth, with a 54.3% increase in cars parked year-to-date in 2025 compared to the same period in 2024 — which will provide income for the centre.
Through our SMS technology, we can provide timely data reports that helps the centre analyse the success daily. Applying science to parking operations has been critical, and because of these accurate reports and data, our clients can make better and more efficient decisions regarding the operation, streamlining rosters, and long-term strategic goals. As with all our shopping centre clients, the more data we can provide helps them work more closely with management on all levels.
Creating efficiency
Highpoint built a beautiful valet lounge, which, in hindsight, they didn’t need to do because the valet team is so efficient; no one has to sit or wait in the lounge, but it is there for anyone who wants that extra time to relax.
We make it as easy as possible to work with us, we position ourselves as the experts and by choosing to outsource to us we take the hassle out of the parking operations. We take on any challenges and provide solutions; parking is at the core of what we do. We want to make it as easy as possible for our clients and their customers, and at Highpoint the centre is delighted to be our key partner.
Long-term goals
One of the important aspects about being committed to a long-term valet program is that it aligns with the direction Highpoint is moving towards, with future plans for a luxury precinct. With this in mind, premium customer experiences is essential to support luxury retailer brands and their customers. High end retailers require tailored services for their premium clients and valet parking offerings become non-negotiable and can even be packaged as an inclusion when shopping in these luxury precincts.
The numbers speak for themselves
In the first 22 weeks of 2025, the number of cars parked versus the same time last year was up 54.3%. These metrics allow the centre to tell the business that customers who are using the valet are really valuing the service, and consider it a value add.
By 2026, Highpoint predicts it can run the whole program for the year and break-even. It’s a phenomenal result and something we didn’t expect, but we’re working closely with them to make sure returns are achieved.
Highpoint Valet Parking’s success is no accident. It results from meticulous planning, a focus on the customer and a modern approach to a traditionally overlooked service.
In a world of fast convenience and digital everything, valet parking is proof that small human touches and simply great service sometimes make the biggest difference.
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