Brewers announce license plate recognition technology is coming to AmFam Field

MILWAUKEE (CBS 58) -- Parking will be easier for fans at American Family Field thanks to next generation license plate recognition technology. 

The Milwaukee Brewers announced a state-of-the-art parking system that will provide seamless entry into AmFam Field parking lots beginning this season at the 2024 Home Opener. 

According to a news release, the team will partner with locally owned and operated Interstate Parking Company and will be the first professional sports organization in the United States to implement this technology to this scale. 

Once parked in the American Family Field parking lots, fans with prepaid digital parking will activate their parking session by simply typing in their license plate on the MLB Ballpark App. Fans purchasing day-of parking will scan a QR code posted on signs in the lot, enter their license plate and payment information. This expedited process will help alleviate backups that often occur during peak entry times. Parking ambassadors will be onsite to assist with traffic flow and help fans with the new process.

“We are always considering how to improve the fan experience, and entry into American Family Field’s parking lots is a topic fans often raise,” said Brewers President – Business Operations Rick Schlesinger. “The ease of the new parking system will eliminate the need to stop and pay a cashier, which slowed ingress into the parking lots.”

Fans will access American Family Field parking lots as usual. All entries remain the same with one additional entrance for Season Seat Holders and Suiteholders who have Gold parking, which can be accessed by entering from Brewers Blvd. American Family Field parking lot times have not changed and typically open three hours before the first pitch (subject to change). For Monday – Thursday games that start at 6:15 p.m. or 6:40 p.m., parking lots open two and a half hours before the first pitch. Further, parking prices remain the same as 2023. More details on the new process can be found at brewers.com/Parking.

AT A GLANCE

• Two options for parking at American Family Field: Pre-paid or day-of. Fans are strongly encouraged to pre-pay for parking to secure a parking spot at a lower cost than day-of parking rates.
• Pre-paid parking passes will be digitally delivered via the MLB Ballpark app where fans will go to activate their pre-paid parking by simply typing in their license plate.
• Day of game parking purchases can be made by scanning the unique QR code posted on signs in each lot, type in their license plate and then pay via Apple Pay, Google Pay or credit card. If a fan is unable to scan a QR code, parking ambassadors will be available onsite to assist or fans can visit a pay station at the ballpark.
• Fans will enter American Family Field parking lots as usual; all entries remain the same with one additional entrance for Season Seat Holders and Suiteholders who have Gold parking, accessed by entering from Brewers Blvd. Parking attendants will be onsite to direct people to specific lots. There will no longer be cashiers to take payment or scan a prepaid pass.
• Fans must purchase day of parking or activate their pre-paid parking session before entering the ballpark to avoid receiving a parking violation.
• Price rates for 2024 remain the same as last season.
• The new parking process does not impact tailgating in the parking lots. Visit brewers.com/Tailgating for information on tailgating at American Family Field.