Shropshire Wildlife Trust (SWT) is a dedicated conservation charity working across Shropshire and the surrounding area to restore nature and engage communities. Managing over 40 nature reserves, the Trust combines hands-on habitat restoration with advocacy and education to stimulate nature recovery throughout the region.
With a team of nearly 50 staff and around 300 volunteers, SWT aims to ensure that 30% of land is managed for nature, while also encouraging one in four people to take meaningful action for wildlife. As part of The Wildlife Trusts network, their local efforts contribute to national and global environmental goals.
One of the Trust’s most iconic sites is The Wrekin, a prominent hill in east Shropshire that rises to 1,335 feet and offers panoramic views across the county. Steeped in history and folklore, The Wrekin features an Iron Age hillfort at its summit and is a popular destination for walkers and nature enthusiasts.
The Wrekin’s Forest Glen car park draws thousands of visitors annually but faces parking challenges due to its remote location and lack of on-site staff. To address these issues, SWT required a reliable, automated parking solution that could operate independently, enhance the visitor experience, and support its conservation goals by generating increased revenue.
By partnering with Hozah, the Trust implemented a smart, connected ecosystem that eliminated kiosk downtime, simplified the payment process for visitors, and generated revenue to directly support the upkeep and protection of local wildlife habitats.
Hozah was selected to manage the car park after a detailed tender process. The company was chosen for its commitment to minimising fines, high-quality management standards, adherence to Payment Card Industry Data Security Standard (PCI DSS), and membership in both the British Parking Association and the International Parking Community.
Overview of Challenges
No Onsite Staff
Due to Forest Glen’s remote location, staffing the car park was not possible. SWT required a fully automated system that could operate reliably without on-the-ground support.
Unstable Connectivity
The existing kiosks suffered from unstable network connectivity, resulting in frequent downtime. This led to misuse of the payment system and high levels of Penalty Charge Notices (PCNs).
Visitor Experience
Visitors needed a straightforward and reliable way to pay for parking without confusion or frustration that could negatively affect their visit.
Resilient Infrastructure
The Trust sought a future-proof solution that could deliver stable connectivity and operate effectively in a rural environment.
Site Misuse
A lack of clear guidance and inconsistent technology led to frequent misuse and non-compliance by drivers.
Revenue Leakage
The unreliable infrastructure of the previous system led to payment losses, reducing revenue that would otherwise support conservation.
Objectives
Ensure Solid Kiosk Connectivity
Resolve ongoing signal issues by establishing a reliable connection to keep kiosks consistently online.
Minimise On-Site Support
Transition from cash-based payments to card and online payments, managed via Hozah’s automatic number plate recognition (ANPR) system and Autopay.
Deliver a Clear Driver Experience
Improve signage, instructions, and usability to reduce confusion and enable visitors to pay easily and correctly. Regular users can benefit from Hozah Autopay, which lets them register their number plate and payment details once, with charges automatically applied based on parking duration.
Minimise PCNs Through Improved Infrastructure
Reduce enforcement issues caused by unclear instructions and technical faults.
Increase Site Revenue to Support Conservation
Optimise payment systems to boost income from parking, directly funding habitat protection and maintenance.
Flexible and Accurate Payment Management
Ensure flexible and accurate payment options for visitors by allowing additional payments for late returns and enabling Hozah Autopay to automatically account for parking duration, reducing reliance on the pay machine.
The Hozah Solution
Using modules from its Ecosystem, Hozah collaborated closely with The Wrekin to design and deploy a smart, automated parking system that met and exceeded all specified requirements.
Key Objectives
- Ensure Solid Kiosk Connectivity: Resolve ongoing signal issues by establishing a reliable connection that keeps kiosks consistently online.
- Deliver a Clear Driver Experience: Enhance signage and usability to minimise confusion and ensure visitors can pay easily and accurately.
- Minimise PCNs Through Improved Infrastructure: Tackle high levels of PCNs caused by unclear instructions and technical faults.
- Increase Site Revenue to Support Conservation: Optimise payment systems to boost income from parking, directly funding habitat protection and maintenance.
Implementation Approach
- 01. 25% | Discovery and Planning
Conducted stakeholder workshops to refine permit categories and user journeys, identifying priority car parks for immediate ANPR integration and developing a roadmap for future camera rollouts.
- 02. 50% | System Configuration
Built Single Sign-On (SSO) links and custom eligibility questions, such as staff type and permit status. Hozah’s AI tariff engine automatically assigned the correct permit category.
- 03. 80% | Pilot Rollout
Deployed to a small subset of staff and visitors for initial testing, gathering feedback on application flow, Autopay experience, and vehicle allowlisting.
- 04. 95% | Full Launch and Communication
Produced guides and FAQs for the Trust’s intranet and conducted staff training sessions to introduce the Hozah console for on-site vehicle management.
- 05. 110% | Ongoing Optimisation
Monitored daily usage, addressed integration refinements in real time, and hosted monthly check-ins with Trust representatives to review performance data, feedback, and next-phase requirements.
Key Deliverables
Below are the key deliverables that brought The Wrekin’s innovative, automated permit solution to life.
- Frictionless Public Access
Designed to serve a diverse visitor base with no application or barriers. Visitors can pay conveniently at the kiosk or via Autopay. - AI Tariff Engine
Automatically applies the correct tariff based on visitor input or vehicle activity, with instant payments. Non-chargeable entries, such as maintenance teams, are exempt without delay. - Autopay PAYG
Frequent visitors can register their vehicle and payment method once with Hozah AutoPay, with automatic daily charges for parking. This avoids repetitive kiosk interaction. - Dedicated ANPR Integration
Hozah’s solution is built around ANPR technology. At The Wrekin, ANPR cameras capture vehicle entries and exits to drive payments and enforcement. All kiosk transactions and vehicle registration data are integrated into Hozah’s backend, providing complete logging, tariff assignment, and enforcement support. - Centralised Support and Allowlisting
Trust staff access a Hozah Console to manage vehicle allowlisting and gain full visibility into the parking system. All vehicle registration changes and visitor support are handled directly by Hozah, reducing administrative workload.
Results
Reliable Infrastructure
- Zero Downtime: Starlink satellite internet ensured kiosks remained online continuously, except for brief overnight updates.
- Reduced PCNs: Improved connectivity and clearer instructions significantly reduced enforcement issues.
- Power Backup: Should power to the site fail, fees are still payable at the machine (battery-powered backup) or online, as indicated on signage.
Revenue Growth
- +34% Increase: Parking revenue rose by 34% (Jan–Apr 2025 vs. Jan–Apr 2024), with all surplus reinvested into wildlife conservation and visitor services.
Improved Flexibility
- Autopay PAYG: Frequent visitors benefited from flexible, app-free payments.
- Streamlined Payment Journey: Visitors can pay via kiosk or optional Autopay registration, without the need for accounts or apps.
- 24/7 Availability: Car parking fees are payable 24 hours a day, 7 days a week.
Enhanced Visitor Experience
- Visitors reported smoother, more transparent parking processes, fewer complaints, and greater trust in the system.
Operational Efficiency
- Centralised reporting enables informed decisions regarding future expansions or policy changes.
- Staff spend significantly less time addressing parking issues, freeing them to focus on conservation priorities.
The technology provided by Hozah has been a fantastic addition to our Wrekin site. As our site is based in a remote location, reliable connectivity can often be a challenge – but Hozah’s existing system and willingness to adapt to the challenges this presents, has proven robust and dependable even in these conditions. As a charity, it’s fantastic to generate additional income, knowing that every penny goes straight back into supporting our vital conservation work and protecting local wildlife.
The solution is simple for visitors to use and has made a real difference in how we manage our parking facilities. We’re now able to offer flexible payment options for everyone, both regular and visiting walkers, all while reducing administrative time and improving overall efficiency.
From the outset, the Hozah team has been exceptional; responsive, understanding of our unique needs, and always ready to help with any queries. Their in-ground kiosk has also been a real asset: sturdy, reliable, and ensuring smooth operation. We’re delighted with how the partnership has developed and grateful for Hozah’s continued support and innovative approach. Their technology has helped us provide a better experience for visitors while allowing us to focus more on our conservation work.
Conclusion
Hozah’s automated parking system has modernised operations at The Wrekin, providing reliable, low-maintenance, and visitor-friendly parking solutions across multiple car parks. Integration of SSO, AI-driven tariff assignment, Autopay PAYG, and dedicated support has simplified workflows and ensured a smooth, hassle-free experience for users.
Parking revenue has increased, visitor satisfaction has improved, and staff can focus more on conservation and operational priorities rather than parking management.
Next Steps & Ongoing Support
- Extend ANPR coverage to additional car parks.
- Hozah continues providing:
- Monthly performance and financial reports, including permit usage, PAYG uptake, tariff collection, and VAT breakdowns.
- Monthly review meetings to assess system performance, address technical queries, and plan enhancements.
- Dedicated customer support managing driver queries on accounts, VRM changes, and payments.
The partnership ensures The Wrekin continues to benefit from reliable, revenue-generating parking operations that support conservation goals while delivering a seamless visitor experience.
