At the University of Wisconsin–La Crosse, parking demand is constant. With more than 10,000 students, 1,200 employees, and thousands of visitors coming to campus throughout the year, operations need to run smoothly—especially during peak periods and large events.
For Troy Richter, Director of Parking Services, that meant finding a way to reduce friction for parkers while simplifying operations for a small internal team.
The Challenge: Hardware, Manual Work, and Limited Scalability
When Richter stepped into his role, UW–La Crosse relied on a mix of pay stations and mobile payments. Over time, those systems became increasingly difficult to manage.
“I started looking at the data to see which pay stations were underperforming, meaning they weren’t even covering our operating costs.” – Troy Richter, Director of Parking Services
Beyond cost, this process required ongoing maintenance, manual cash collection, and time-intensive reconciliation across multiple systems. Even simple issues, like paper jams or slow transactions, created inefficiencies for both staff and visitors.
That complexity became even more apparent during high-traffic moments, when lines formed and delays impacted the overall campus experience.
The Solution: Removing Hardware and Leaning into Passport Parking
UW–La Crosse took a phased, data-driven approach to removing all meters , ultimately transitioning to a fully mobile payment system with Passport. But the shift wasn’t just operational, as it required changing behavior.
“It’s not just the physical removal,” states Richter. “How do you influence parker behavior? How do you educate them for that change?”
The team focused heavily on signage and education, updating lot signage with zone numbers, distributing QR code cards across campus, and proactively communicating the change to students, staff, and visitors.
Despite anticipating pushback, the transition was smoother than expected.
Richter notes there were very few complaints once the team explained the operating costs and challenges behind the change.
The Results: More Efficient Operations and Better Visibility
With a fully mobile system in place, UW–La Crosse has significantly reduced operational complexity.
Eliminating hardware removed the need for maintenance, cash handling, and manual reconciliation—freeing up staff time and simplifying day-to-day operations.
The impact is also clear in the numbers. In 2025 alone, the university processed nearly $300,000 in mobile parking revenue across more than 105,000 transactions. That efficiency has been especially impactful during large campus events.
Each year, the University hosts the Wisconsin Interscholastic Athletic Association state track and field championships, bringing more than 20,000 visitors to campus. Previously, staff stopped every vehicle to collect cash which created long lines, required significant staffing support, and delayed entry for attendees.
Today, the university uses a fully digital approach, allowing visitors to pay ahead of time or upon arrival without stopping traffic.
“It’s touch-free and frictionless,” Richter notes. “Reconciliation is straightforward since we can quickly review our reports and move on.”
Beyond improving event operations, the transition to mobile has also strengthened how the team uses data day to day. With access to real-time reporting in Passports Portal, Richter can quickly monitor revenue, track trends, and evaluate performance to inform decisions.
That visibility is already playing a key role as UW–La Crosse expands its parking infrastructure. The university recently opened a new parking ramp, or garage, adding much-needed capacity to support growing demand.
With Passport in place, the team can immediately track usage and understand how the new facility is performing without adding new processes or operational overhead.
Backed by a Strong Partnership
As the University transitioned to a fully mobile approach, having the right partner in place helped both the initial shift and ongoing operations.
Richter describes the relationship as consistent and reliable, with strong communication and support throughout the years. From implementation to day-to-day operations, the Passport team has worked closely with staff to answer questions, provide guidance, and adapt to evolving needs across campus.
That collaboration has extended beyond the software itself, including assistance with signage and onboarding to help improve the overall parking experience for students, staff, and visitors.
“UW–La Crosse’s Parking Services was honored with the ‘Friends of GEL’ award for implementing app-based parking to streamline administration and improve the guest experience. We’ve truly valued our partnership with their team and look forward to supporting their continued success.” – Kristin Pflughoeft, Client Success Representative at Passport
Together, Passport and The University of Wisconsin-La Crosse have built a parking operation that is easier to manage today and ready to support what comes next.