News - Magazine Article

Innovative Valet Operating System Transforms Service at Seminole Hard Rock Hotel and Casino

The world is always changing and the hospitality industry can only succeed if it keeps pace with every revolution. With business booming at the Seminole Hard Rock Hotel and Casino in Hollywood, Fla., changes had to be made to accommodate the heavy use of valet parking services.

Semex Transportation, manager of the hotel's valet operations, seized the opportunity to make improvements to infrastructure and implement automated technology to accommodate the increased demand, as well as enhance performance in several key areas, including customer service, revenue control, security and speed of delivery.

Going automated

The Seminole Hard Rock Hotel and Casino's parking ratio is 80 percent valet and 20 percent self-park. There were originally only two lanes at the facility. Semex and Automated Valet designed a plan to add an additional lane and built it so it could be used as an entry and an exit. Valet staff can change the direction of the lane at any time based on use and traffic patterns.

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