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Mall of America's Smart Parking Revolution | Fast Five Shorts · Omni Talk Retail

• 0:00
  Malvamerica
• 0:01
  is
• 0:01
  expanding
• 0:01
  an
• 0:01
  ongoing
• 0:02
  deployment
• 0:03
  of
• 0:03
  axis
• 0:03
  communications
• 0:04
  car
• 0:05
  counting
• 0:05
  video
• 0:06
  analytics
• 0:06
  across
• 0:07
  more
• 0:07
  than
• 0:07
  a
• 0:07
  dozen
• 0:08
  locations
• 0:09
  on
• 0:09
  its
• 0:09
  5.6
• 0:10
  million
• 0:11
  square
• 0:11
  foot
• 0:11
  campus
• 0:12
  in
• 0:12
  Bloomington,
• 0:12
  Minnesota.
• 0:13
  According
• 0:14
  to
• 0:14
  Chainstorage,
• 0:15
  the
• 0:15
  mall
• 0:15
  has
• 0:15
  been
• 0:15
  deploying
• 0:16
  intelligent
• 0:16
  cameras
• 0:17
  from
• 0:17
  access
• 0:17
  to
• 0:17
  improved
• 0:18
  surveillance
• 0:18
  and
• 0:19
  security
• 0:19
  since
• 0:19
  2023.
• 0:21
  Now,
• 0:21
  Mall
• 0:21
  of
• 0:21
  America
• 0:22
  is
• 0:22
  also
• 0:22
  utilizing
• 0:23
  AI
• 0:24
  enabled
• 0:24
  video
• 0:24
  analytics
• 0:25
  to
• 0:25
  support
• 0:26
  parking
• 0:26
  operations
• 0:26
  and
• 0:27
  provide
• 0:27
  security
• 0:28
  to
• 0:28
  shoppers.
• 0:29
  The
• 0:29
  mall
• 0:29
  initially
• 0:30
  piloted
• 0:30
  an
• 0:31
  axis
• 0:31
  camera
• 0:32
  deployed
• 0:32
  on
• 0:32
  a
• 0:33
  light
• 0:33
  pole
• 0:33
  isolated
• 0:34
  from
• 0:34
  the
• 0:34
  building.
• 0:34
  Despite
• 0:35
  difficult
• 0:36
  access
• 0:36
  to
• 0:36
  power
• 0:37
  and
• 0:37
  data,
• 0:37
  the
• 0:38
  trial
• 0:38
  system
• 0:38
  proved
• 0:39
  more
• 0:39
  than
• 0:39
  99%
• 0:40
  accurate
• 0:40
  with
• 0:41
  performance
• 0:41
  improvements
• 0:42
  after
• 0:42
  minor
• 0:42
  adjustments.
• 0:43
  The
• 0:43
  success
• 0:44
  of
• 0:44
  that
• 0:44
  initial
• 0:44
  test
• 0:45
  led
• 0:45
  Mall
• 0:45
  of
• 0:45
  America
• 0:46
  to
• 0:46
  expand
• 0:46
  the
• 0:46
  implementation
• 0:47
  and
• 0:47
  the
• 0:47
  car
• 0:47
  counting
• 0:48
  data
• 0:48
  now
• 0:49
  drives
• 0:49
  macro
• 0:49
  level
• 0:50
  decisions
• 0:50
  about
• 0:50
  mall
• 0:51
  hours
• 0:51
  and
• 0:51
  event
• 0:51
  planning
• 0:52
  as
• 0:52
  well
• 0:52
  as
• 0:52
  micro
• 0:53
  level
• 0:53
  scheduling
• 0:53
  for
• 0:54
  vendors
• 0:54
  and
• 0:54
  staff
• 0:55
  leaders.
• 0:55
  Looking
• 0:55
  ahead,
• 0:56
  Mall
• 0:56
  of
• 0:56
  America
• 0:56
  is
• 0:56
  exploring
• 0:57
  the
• 0:57
  addition
• 0:57
  of
• 0:57
  capabilities
• 0:58
  like
• 0:58
  people
• 0:58
  counting
• 0:59
  and
• 0:59
  license
• 1:00
  plate
• 1:00
  recognition
• 1:00
  as
• 1:01
  well
• 1:01
  as
• 1:01
  leveraging
• 1:02
  line
• 1:02
  analytics
• 1:03
  to
• 1:03
  better
• 1:03
  understand
• 1:04
  customer
• 1:04
  trends
• 1:05
  such
• 1:06
  as
• 1:06
  distinguishing
• 1:07
  hotel
• 1:08
  guests
• 1:08
  from
• 1:09
  shopping
• 1:09
  center
• 1:10
  customers.
• 1:10
  Chris,
• 1:11
  what
• 1:11
  do
• 1:11
  you
• 1:11
  think
• 1:11
  of
• 1:11
  Mall
• 1:12
  of
• 1:12
  America's
• 1:12
  new
• 1:12
  parking
• 1:13
  lot
• 1:13
  technology?
• 1:15
  I
• 1:15
  like
• 1:16
  it
• 1:16
  a
• 1:16
  lot.
• 1:17
  That's
• 1:17
  why
• 1:17
  I'll
• 1:17
  just
• 1:17
  come
• 1:17
  right
• 1:18
  out
• 1:18
  and
• 1:18
  say
• 1:18
  it.
• 1:18
  The
• 1:19
  Mall
• 1:19
  of
• 1:19
  America
• 1:20
  and
• 1:20
  particularly
• 1:20
  Jill
• 1:21
  Renzo
• 1:21
  and
• 1:21
  her
• 1:22
  team
• 1:22
  there
• 1:24
  and
• 1:24
  I
• 1:24
  got
• 1:24
  the
• 1:24
  chance
• 1:24
  to
• 1:24
  interview
• 1:25
  her
• 1:25
  on
• 1:25
  stage
• 1:25
  last
• 1:26
  year
• 1:26
  and
• 1:26
  you
• 1:26
  and
• 1:27
  I
• 1:27
  both
• 1:27
  known
• 1:27
  her
• 1:27
  for
• 1:27
  years
• 1:28
  actually
• 1:28
  too.
• 1:29
  They
• 1:29
  do
• 1:29
  a
• 1:29
  better
• 1:29
  job
• 1:30
  than
• 1:30
  anyone
• 1:31
  of
• 1:31
  understanding
• 1:32
  that
• 1:32
  the
• 1:33
  measure
• 1:33
  of
• 1:33
  success
• 1:34
  really
• 1:34
  at
• 1:34
  the
• 1:34
  end
• 1:34
  of
• 1:34
  the
• 1:34
  day
• 1:35
  when
• 1:35
  you're
• 1:35
  talking
• 1:35
  about
• 1:35
  physical
• 1:36
  retailing
• 1:36
  is
• 1:36
  that
• 1:36
  people
• 1:37
  have
• 1:37
  a
• 1:37
  good
• 1:37
  time
• 1:37
  and
• 1:38
  particularly
• 1:38
  when
• 1:38
  you're
• 1:38
  in
• 1:38
  malls,
• 1:39
  like
• 1:39
  the
• 1:39
  casino
• 1:39
  analogy
• 1:40
  is
• 1:40
  100%
• 1:41
  apropos.
• 1:42
  So
• 1:42
  you
• 1:43
  know,
• 1:43
  finding
• 1:43
  a
• 1:43
  parking
• 1:44
  space
• 1:44
  quickly
• 1:45
  impacts
• 1:45
  whether
• 1:45
  people
• 1:46
  are
• 1:46
  happy.
• 1:47
  Feeling
• 1:47
  safe
• 1:47
  impacts
• 1:48
  whether
• 1:48
  people
• 1:48
  are
• 1:48
  happy.
• 1:49
  Getting
• 1:49
  through
• 1:50
  lions
• 1:50
  quickly
• 1:51
  impacts
• 1:51
  how
• 1:51
  people
• 1:52
  are
• 1:52
  feeling.
• 1:52
  So
• 1:53
  knowing
• 1:53
  how
• 1:53
  much
• 1:53
  staff
• 1:54
  like
• 1:54
  you
• 1:54
  mentioned
• 1:55
  in
• 1:55
  the,
• 1:55
  in
• 1:55
  the
• 1:55
  article,
• 1:55
  that
• 1:56
  impacts
• 1:56
  that
• 1:56
  too.
• 1:57
  So
• 1:57
  yes,
• 1:57
  yes,
• 1:58
  net
• 1:58
  net.
• 1:59
  I
• 1:59
  love
• 1:59
  the
• 1:59
  investment
• 2:00
  and
• 2:00
  can't,
• 2:01
  I
• 2:01
  can't
• 2:01
  wait
• 2:01
  to
• 2:01
  see
• 2:01
  what
• 2:02
  they
• 2:02
  do
• 2:02
  next
• 2:02
  with
• 2:02
  it
• 2:02
  too.
• 2:02
  And
• 2:03
  because
• 2:03
  I
• 2:03
  think
• 2:03
  there's
• 2:03
  angles
• 2:04
  from
• 2:04
  talking
• 2:05
  to
• 2:05
  her
• 2:05
  on
• 2:05
  stage
• 2:05
  last
• 2:05
  year,
• 2:06
  there's
• 2:06
  angles
• 2:06
  on
• 2:06
  the
• 2:07
  safety
• 2:07
  and
• 2:07
  the
• 2:07
  theft
• 2:09
  prevention
• 2:09
  side
• 2:10
  of
• 2:10
  this
• 2:10
  that
• 2:10
  I
• 2:10
  think
• 2:10
  get
• 2:11
  really
• 2:11
  interesting
• 2:11
  in
• 2:11
  the
• 2:12
  long
• 2:12
  run.
• 2:13
  Yeah,
• 2:13
  I
• 2:13
  think
• 2:13
  you
• 2:14
  hit
• 2:14
  on
• 2:14
  safety
• 2:15
  and
• 2:15
  convenience
• 2:16
  like
• 2:16
  number
• 2:17
  one
• 2:17
  and
• 2:18
  two
• 2:18
  things
• 2:18
  that
• 2:18
  they
• 2:19
  have
• 2:19
  to
• 2:19
  make
• 2:19
  sure
• 2:20
  are,
• 2:20
  are
• 2:21
  set
• 2:21
  up,
• 2:22
  have
• 2:22
  that
• 2:22
  great
• 2:23
  experience
• 2:23
  when
• 2:23
  they're
• 2:24
  at
• 2:24
  the
• 2:24
  mall.
• 2:24
  What
• 2:25
  I
• 2:25
  really
• 2:25
  love
• 2:25
  about
• 2:25
  this
• 2:26
  though,
• 2:26
  Chris,
• 2:26
  is
• 2:26
  using
• 2:27
  AI
• 2:28
  to
• 2:28
  analyze
• 2:28
  the
• 2:28
  license
• 2:29
  plates
• 2:29
  and
• 2:29
  where
• 2:30
  that
• 2:30
  can
• 2:30
  go,
• 2:30
  the
• 2:31
  future
• 2:31
  of
• 2:31
  this
• 2:32
  investment.
• 2:32
  Because
• 2:33
  what
• 2:33
  I
• 2:33
  think,
• 2:34
  you
• 2:34
  know,
• 2:34
  you
• 2:35
  have
• 2:35
  right
• 2:35
  now
• 2:36
  is
• 2:36
  the
• 2:36
  mall
• 2:37
  knows
• 2:37
  about
• 2:37
  traffic.
• 2:38
  They
• 2:38
  can
• 2:38
  count
• 2:39
  people
• 2:39
  coming
• 2:39
  in
• 2:40
  and
• 2:40
  out.
• 2:40
  They
• 2:40
  could
• 2:40
  do
• 2:40
  intercepts
• 2:41
  to
• 2:41
  gather
• 2:41
  data
• 2:42
  from
• 2:42
  visitors
• 2:43
  that
• 2:43
  are
• 2:43
  coming
• 2:43
  through
• 2:44
  the
• 2:44
  mall
• 2:44
  at
• 2:44
  key
• 2:44
  points
• 2:45
  of
• 2:45
  time.
• 2:46
  But
• 2:46
  with
• 2:46
  this,
• 2:47
  they
• 2:47
  could
• 2:48
  actually
• 2:48
  start
• 2:49
  to
• 2:49
  get
• 2:49
  the
• 2:49
  same
• 2:49
  visibility
• 2:50
  for
• 2:51
  their
• 2:51
  tenants
• 2:52
  that
• 2:52
  they
• 2:52
  have
• 2:52
  on
• 2:53
  an
• 2:53
  online
• 2:54
  website.
• 2:54
  They
• 2:54
  know
• 2:55
  this,
• 2:55
  the
• 2:55
  zip
• 2:56
  code
• 2:56
  that
• 2:56
  people
• 2:56
  are
• 2:56
  traveling
• 2:57
  to.
• 2:57
  They
• 2:57
  know
• 2:57
  the
• 2:58
  time
• 2:58
  of,
• 2:59
  that
• 2:59
  they're
• 3:00
  spending
• 3:00
  at
• 3:00
  the
• 3:00
  mall.
• 3:01
  They
• 3:01
  know
• 3:01
  what
• 3:02
  times
• 3:02
  of
• 3:02
  year
• 3:02
  they're
• 3:03
  coming.
• 3:03
  So
• 3:03
  are
• 3:04
  their
• 3:04
  peaks
• 3:04
  really,
• 3:05
  you
• 3:05
  know,
• 3:05
  should
• 3:05
  they
• 3:05
  start
• 3:06
  focusing
• 3:06
  on,
• 3:07
  you
• 3:07
  know,
• 3:07
  different
• 3:08
  times
• 3:08
  of
• 3:08
  year
• 3:08
  outside
• 3:09
  of,
• 3:09
  you
• 3:09
  know,
• 3:09
  the,
• 3:10
  the
• 3:10
  holiday
• 3:11
  summer
• 3:11
  break
• 3:11
  peak
• 3:12
  that
• 3:12
  they
• 3:12
  get,
• 3:12
  the
• 3:12
  back
• 3:13
  to
• 3:13
  school
• 3:13
  shopping
• 3:13
  peak,
• 3:14
  the
• 3:14
  holiday
• 3:14
  peaks
• 3:14
  that
• 3:14
  they
• 3:15
  get?
• 3:15
  This
• 3:15
  is
• 3:16
  really
• 3:16
  going
• 3:16
  to
• 3:16
  allow
• 3:17
  Mall
• 3:17
  of
• 3:17
  America
• 3:18
  to
• 3:19
  personalize
• 3:19
  the
• 3:20
  experience
• 3:20
  for
• 3:21
  their
• 3:21
  consultants,
• 3:21
  their
• 3:22
  consumers,
• 3:22
  or
• 3:22
  their,
• 3:23
  their
• 3:23
  visitors
• 3:24
  more
• 3:24
  than
• 3:24
  they
• 3:24
  ever
• 3:25
  have
• 3:25
  before.
• 3:25
  And
• 3:26
  I
• 3:26
  think
• 3:26
  that's
• 3:27
  what's
• 3:27
  really
• 3:27
  key
• 3:28
  here
• 3:28
  to
• 3:28
  that
• 3:29
  casino
• 3:29
  experience
• 3:30
  that
• 3:30
  you're
• 3:30
  talking
• 3:30
  about.
• 3:31
  And
• 3:31
  giving
• 3:31
  people
• 3:32
  a
• 3:32
  feeling
• 3:33
  like
• 3:33
  this
• 3:33
  mall
• 3:34
  shopping
• 3:34
  experience
• 3:35
  has
• 3:35
  been
• 3:35
  100%
• 3:37
  designed
• 3:37
  to
• 3:38
  suit
• 3:38
  me
• 3:38
  and
• 3:38
  the
• 3:39
  needs
• 3:39
  of
• 3:39
  my
• 3:39
  family,
• 3:40
  especially
• 3:40
  for
• 3:41
  those
• 3:41
  travelers.
• 3:42
  They
• 3:42
  have
• 3:42
  tons
• 3:42
  of
• 3:42
  people
• 3:43
  that
• 3:43
  come
• 3:43
  from
• 3:43
  like
• 3:43
  2
• 3:44
  out
• 3:44
  2
• 3:44
  plus
• 3:45
  hours
• 3:45
  away
• 3:45
  to
• 3:46
  do
• 3:46
  shopping
• 3:46
  trips
• 3:47
  here.
• 3:47
  And
• 3:47
  I
• 3:47
  think
• 3:48
  that's
• 3:48
  the,
• 3:48
  the
• 3:48
  real
• 3:49
  unlock
• 3:49
  here
• 3:50
  and
• 3:50
  the
• 3:50
  value
• 3:50
  to
• 3:51
  future
• 3:51
  retail
• 3:51
  tenants
• 3:52
  that
• 3:52
  they're
• 3:52
  not
• 3:52
  going
• 3:53
  to
• 3:53
  get
• 3:53
  at
• 3:53
  a
• 3:53
  lot
• 3:53
  of
• 3:53
  other
• 3:53
  malls
• 3:54
  yet.
• 3:54
  So
• 3:54
  that,
• 3:55
  to
• 3:55
  me,
• 3:55
  that's
• 3:56
  really
• 3:56
  where
• 3:56
  the
• 3:57
  future
• 3:57
  of
• 3:57
  this
• 3:57
  goes.
• 3:59
  And
• 3:59
  this
• 3:59
  technology
• 4:00
  from
• 4:00
  Axis
• 4:01
  is
• 4:01
  really
• 4:01
  kind
• 4:01
  of
• 4:01
  checking
• 4:02
  all
• 4:02
  those
• 4:02
  boxes
• 4:03
  for
• 4:03
  the
• 4:03
  mall.
• 4:04
  Yeah,
• 4:04
  that's
• 4:05
  a
• 4:05
  good
• 4:05
  point.
• 4:05
  It
• 4:05
  should
• 4:05
  make
• 4:05
  their
• 4:05
  marketing
• 4:06
  more
• 4:06
  effective
• 4:06
  over
• 4:07
  time.
• 4:07
  You
• 4:07
  know,
• 4:07
  if
• 4:07
  you
• 4:08
  know
• 4:08
  what
• 4:08
  percentage
• 4:08
  of
• 4:09
  your
• 4:09
  cars
• 4:09
  in
• 4:09
  your
• 4:09
  parking
• 4:10
  lot
• 4:10
  are
• 4:10
  from
• 4:10
  Iowa
• 4:11
  versus
• 4:11
  North
• 4:11
  Dakota,
• 4:12
  South
• 4:12
  Dakota,
• 4:12
  Illinois,
• 4:13
  which
• 4:13
  they
• 4:13
  get
• 4:13
  a
• 4:14
  hell
• 4:14
  of
• 4:14
  a
• 4:14
  lot
• 4:14
  of
• 4:14
  people
• 4:14
  from
• 4:15
  many
• 4:15
  different
• 4:15
  places,
• 4:16
  it
• 4:16
  tells
• 4:16
  them
• 4:17
  where
• 4:17
  they
• 4:17
  should
• 4:17
  put
• 4:17
  their
• 4:17
  marketing
• 4:18
  at
• 4:18
  what
• 4:18
  time
• 4:18
  of
• 4:18
  year.
• 4:18
  So
• 4:19
  yeah,
• 4:19
  that's
• 4:19
  a
• 4:19
  great
• 4:19
  point.
• 4:19
  And.