Article created for the digital issue of the NATSO Foundation’s magazine.
The truck stop and travel center customer experience start in the parking lot, and parking lots at truck stops and travel centers serve as a critical amenity for professional drivers. The layout has to accommodate professional drivers as well as local commercial traffic, passenger vehicle customers, RVers and buses.
They should be safe, offer driver comforts and even make money with additions such as kiosks and cell towers.
Parking Lot Safety
Safety is a top concern in truck stop parking lots. Building a secure perimeter fence around the parking lot can help you control access. You can also establish clear entry and exit points, using gates, barriers or bollards to control access.
You’ll need to have adequate lighting to provide visibility during nighttime hours, which increases visibility to aid drivers as they make their way to the main building, makes drivers feel safer and can help deter criminal activities. You’ll want to illuminate the entire parking area, including entrances, exits and walkways. If there are areas of your parking lot that are less busy, you could consider utilizing motion sensor lights for energy efficiency.
Additionally, surveillance cameras can help you monitor your parking lot around the clock. If possible, use high- resolution cameras that cover all key areas, including entrances, exits and blind spots. It is also helpful to have regular patrols of the parking lot to help minimize the risk of illegal activity. You can also engage drivers and encourage them to report suspicious activity and provide contact information for someone inside the location or the local police.
If you’re planning the landscaping in and around the parking area, consider how it could affect visibility and security.
Offering Driver Comforts
Truck stops and travel centers should also consider features that provide additional value and comfort to drivers and make your location a destination.
NATSO member examples include:
Outdoor seating: Customers can take advantage of outdoor seating at Racine Petro in Sturtevant, Wisconsin. “When you’re in a truck and sitting in it all day, or you have kids packed in the car, you just need a little space and some fresh air. We thought an outdoor patio would be fun,” said Michael Willkomm, co-owner and president of Willkomm Companies.
Swings: Willkomm said the company wanted to add some fun to the outdoor seating area and installed single swings, two-person swings and we added fire pits. In fact, the swings were so popular Willkomm added more. “In the first few months, if four people walked outside, four people went to the swings. We doubled up,” he said, adding that the outdoor area makes the location more enjoyable. “It is a place to relax. It is something you don’t normally find at a travel center.”
Walking trails and recreation: TravelCenters of America has horseshoe pits, bean bag tosses and fitness trails at several of its locations. There is mileage on the trails, so people know how far they have to walk to get a mile in.
Dog parks: Several members have also installed dog parks in or near their parking lots so drivers—both professional and four-wheel—can stretch their legs. More and more people are traveling with their pets, so offering a dog park can make your location a destination.
Walk-up ice cream shop: The Tennessean Travel Stop in Cornersville, Tenn., added a walk-up ice cream shop with outdoor access and seating.
Monetizing the Parking Lot
NATSO has several members that have added additional features and money-making opportunities to their parking lots.
These include:
A Coffee Kiosk: One NATSO member offers a parking lot coffee kiosk that serves espressos, mochas, lattes, baked goods, oatmeal and hand- dipped milkshakes. Four-wheel traffic and some box trucks can pull up to it while Class 8 truck drivers can walk-up.
Food Trucks: Leasing space to a food truck is another way to increase your offerings while bringing in additional revenue. The food truck may also serve as a destination.
Cell Towers: Some members have placed cell towers on their property to generate additional income.
For inspiration, we’ve rounded up some parking lot ideas from NATSO members in the pictures below.
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