Mall of America counts cars with video analytics
The largest shopping and entertainment complex in North America is using AI to help keep track of expansive parking environment.
Mall of America is expanding an ongoing deployment of Axis Communications car-counting video analytics across more than a dozen locations on its 5.6 million-sq.-ft. campus in Bloomington, Minn.
The mall has been deploying intelligent cameras from Axis to improve surveillance and security since 2023. Now, Mall of America is utilizing AI-enabled video analytics to support parking operations and provide security to shoppers.
Mall of America includes more than 500 retailers and restaurants and hosts more than 300 events each year, with more than 32 million shoppers annually.
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"We needed technology that could keep pace with our evolving needs and make sure our security team could focus on the highest-priority tasks," said Aaron Nielsen, VP of IT at Mall Of America. "Car counting is one of the most important operational metrics we have. Implementing a system that delivers accurate data allows us to quickly scale from one location to more than a dozen additional locations throughout the mall, providing efficiency and invaluable information for our team."
The mall initially piloted an Axis camera deployed on a light pole isolated from the building. Despite difficult access to power and data, the trial system proved more than 99% accurate, with performance improvements after minor adjustments.
The success of the initial test led Mall of America to expand the implementation, and the car-counting data now drives macro-level decisions about mall hours and event planning, as well as micro-level scheduling for vendors and staff.
According to the mall, this capability is especially useful in locations where the entrance meets busy intersections, as the line-crossing technology can precisely draw the distinction between a car entering the mall versus one that is merely passing by.
"Mall of America presented us with a challenge that required not just technology, but collaboration, trust, and innovation," said James Stark, segment development manager, retail at Axis Communications. "We’re honored to be part of their forward-looking approach to safety and operational intelligence."
Looking ahead, Mall of America is exploring the addition of capabilities like people-counting and license plate recognition; as well as leveraging line analytics to better understand customer trends, such as distinguishing hotel guests from shopping center customers.
At 5.6 million sq. ft., Mall of America, located in Bloomington, Minn., is the largest shopping and entertainment complex in North America with up to 520 retail stores and restaurants, and several entertainment attractions.
