Ole Miss Athletics enhances fan experience

The Challenge

Ole Miss Athletics was seeking a way to monetize three underutilized lots around campus (Kudzu Lot E, Lot 17 and Jackson Avenue Center) without requiring lot attendants to handle cash or process any payments at the point-of-sale. They wanted to offer fans a way to secure parking passes in these lots without the hassle of printing, shipping, and managing physical passes and without investing in expensive scanners or other hardware.


Through the Clutch! mobile app, Ole Miss was able to:

  • Allow fans to purchase single game reservations in these designated lots for each home game from before the season started all the way up to kickoff of each game
  • Validate each pass without a scanner, sleeve, or any piece of hardware other than a smartphone with the Clutch! app installed
  • Collect real-time data on every customer who reserved a parking pass throughout the season, including name, email address, transfer activity, arrival time, and  feedback on their experience
  • Ensure fans were able to access their passes even when cell service was limited around campus on gameday


33% of reservations occurred on gameday

56% of reservations occurred within 1 day of gameday

66% of reservations occurred within 2 days of gameday

Before Clutch!, Ole Miss Athletics stopped accepting reservations 48 hours before kickoff to account for time to ship physical passes to fans. With Clutch!, Ole Miss maximized revenue by allowing sales of digital passes to occur right up until kickoff.

Spotlight on Kudzu Lot E

With a convenient location right off of Highway 6 and a less-than-10-minute walk to Vaught-Hemingway Stadium, Kudzu Lot E was the most popular lot available to fans on the Clutch! app this season. The lot brought in over $18K in sales, sold out for five of the team’s seven home games, and had an average fan experience rating of 4.7 out of 5 stars.


With Clutch!, Ole Miss was able to go cashless, reduce the administrative burden of managing parking passes, and gain a clearer understanding of their fans’ behavior and experience. Fans were pleased to be able to reserve digital passes and transfer them to friends with ease. Ole Miss maximized revenue by allowing sales through kickoff of each game, and did not have to print and ship physical passes. They now have access to information about when their fans purchase passes, when the fans arrive on campus, and how the fans feel about their experience. Ole Miss can utilize customer feedback to enhance fan experiences for the 2020 season, including quality of customer service offered and amenities included in their reservation.

Results From The Partnership

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