CASE STUDY models and optimized parking strategies, which has resulted in an enhanced guest experience.
What were the biggest limitations of your previous system, and how did the Axis solution overcome them – especially in extreme weather?
Our previous system struggled with reliability and accuracy, especially under the strain of Minnesota winters. Snow, ice, and cold weather routinely disrupted sensor performance. The new AI-powered infrastructure is purpose-built for resiliency. The hardened hardware and advanced analytics ensure high fidelity data regardless of external conditions. That means uninterrupted insight, even in a blizzard.
Can you explain how car counting data now informs both high-level decisions and daily scheduling across the Mall?
analytics to better understand visitor trends – such as distinguishing hotel guests from shopping center visitors – the potential for smarter, more efficient operations continues to grow.
We asked Aaron Nielsen, Vice President, Information Technology, Mall of America, further questions to find out more about the project.
What prompted you to expand the car counting analytics solution across multiple Mall of America locations?
We made the decision to scale this technology based on the great success of our pilot deployment. It delivered actionable, real-time data that gave us a clearer lens into our traffic flow. The immediate impact on operational visibility and decision-making made a compelling case for expansion across multiple ingress points. This wasn’ t just about counting cars, it was about unlocking a new layer of situational intelligence for our teams.
How has AI-enabled video analytics improved operational planning for major events and daily traffic flow?
What once relied on instinct and anecdotal trends is now grounded in real-time, AI-driven data. With intelligent video monitoring, we’ re able to proactively manage guest flow and resource allocation for both major events and daily traffic. It’ s shifted us from reactive to predictive, allowing for smarter staffing
This isn’ t just a tech upgrade; it’ s a foundational data stream integrated into our broader analytics ecosystem. We now have live dashboards and trend analysis tools informing everything from longterm infrastructure planning to hourly scheduling adjustments. We’ re using it to refine staffing, optimize traffic control and inform marketing strategies based on actual guest patterns, bridging the gap between digital intelligence and physical operations.
How has this technology impacted employee safety and efficiency, especially during harsh winter months?
Removing the need for manual vehicle checks is a significant win for safety. Our teams can focus on higher-value tasks rather than exposure to extreme conditions. Additionally, we’ re using the data to improve snow removal prioritization and emergency planning, ensuring our workforce stays safe while the guest experience remains seamless.
Looking ahead, what emerging capabilities – like license plate recognition or people counting – are you most excited to explore in future phases?
We’ re just scratching the surface. Capabilities like license plate recognition and advanced pedestrian counting are in the pipeline. These tools will give us deeper insight into dwell times, repeat visits and crowd dynamics, enabling us to create more personalized and responsive experiences. As we continue to evolve, AI becomes not just a technology tool, but a strategic enabler of next-generation guest engagement. p
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