DIVVY Parking and Club York: A Case Study in partnering to unlock revenue and a better customer experience  

In September 2024, Club York made a strategic shift, moving away from a traditional lease arrangement and choosing to manage its car park directly. To make this transition successful, they partnered with DIVVY Parking for technology and revenue management, and First Class Valet for on‑site valet operations. 

The result is a hybrid model that gives the landlord full control of pricing, customer experience, and revenue — supported by DIVVY’s pre‑book and drive‑up systems and complemented by First Class Valet’s premium service delivery. 

A collaborative operating model that empowers landlords 

The Club York car park is a strong example of DIVVY’s ability to operate within flexible, landlord-led arrangements.  

DIVVY can operate as a full operator, a technology partner, or a hybrid service provider and at Club York the owners chose to manage the car park themselves while using DIVVY’s platform for bookings and Drive Up management. 

This means Club York retains full control of pricing, product mix and commercial strategy. DIVVY’s systems integrate with valet workflows, ensuring smooth arrivals, efficient handovers and a premium member experience. 

DIVVY provides multiple service layers at Club York with DIVVY’s systems handling reservations, real-time availability and drive up payments. Third-party labour providers (like First Class Valet) deliver the customer-facing service on the ground, and DIVVY’s 24/7 Customer Support team provide the customer service function during the hours the valet service is not in operation. This lets the landlord keep control of pricing and the customer experience while outsourcing labour where it makes sense. 

Rapid iteration and collaboration are key pillars of the arrangement at Club York and DIVVY works closely with Club York and First Class Valet to refine processes, implement change requests and test new growth strategies. 

Business outcomes: Strong Growth Across Key Channels 

Since DIVVY’s engagement, the property has shown clear growth across pre-book channels and steady increases in Drive Up activity. These measurable improvements include: 

• Daily pre-bookings increased by approximately 24% between the early months of operation in 2024 to the first quarter in 2026. 
• Monthly pre-bookings grew by over 500%, reflecting strong adoption or recurring parking products as the offering matured. 
• Drive Up revenue has increased by approximately 14% since 2024, demonstrating steady uplift in casual car park activity. 

These percentage changes highlight how a flexible operating model – combing DIVVY’s technology with on-site valet services provided by First Class Valet – can drive both rapid pre-book growth and sustained drive up performance. 

Angus Rimmer, General Manager, Club York: 

Why DIVVY’s approach benefits landlords and owner-operators 

This case study demonstrates that landlords don’t need to choose between outsourcing full car park management and full in-house management. DIVVY enables a third path with a flexible operating arrangement or management agreement putting control back into the landlords hands. 

Landlords can retain pricing control and receive detailed remittance and validation reports, enabling smarter commercial decisions without the overhead of a long-term lease. 

Integrating pre-book technology with valet services at member-based organisations or hospitality venues like Club York, reduces wait times, improves predictability for members and supports premium experiences that hospitality venues expect. 

DIVVY’s platform is designed to work with existing service providers such as labour, valet or enforcements so landlords can choose the mix that fits their operational model.  

The Club York example shows that once systems and processes are aligned, both short-term and long-term products can grow quickly and that’s what DIVVY can offer, scalable growth. 

The partnership between Club York, DIVVY Parking and First Class Valet is a blueprint for modern car park management. Landlord-led, technology enabled and service-supported. The strong growth in pre-book and drive up channels demonstrate the commercial potential of this model, while the improved member experience shows its operational strength. 

If you would like to know more about how DIVVY works at Club York or how we can help you manage your car park please contact us at sales@divvy.com.au.