1. A method comprising: receiving, by a venue management system associated with a venue, a notification including notification information for presentation to users of the venue management system and user targeting information identifying a parking lot associated with the venue; storing, by the venue management system, criteria to be satisfied for the venue management system to provide the notification to the users; receiving, by the venue management system, from a third party system information describing traffic in an area proximate to the venue; determining a route from the parking lot associated with the venue to a highway nearest the venue based on the received information describing traffic in the area proximate to the venue; including the determined route in the notification information of the notification; determining, by the venue management system, the stored criteria are satisfied based on the vendor information; responsive to determining that the stored criteria are satisfied, identifying, by the venue management system, users within a threshold distance of the parking lot associated with the venue based on location information received by the venue management system from client devices associated with the users, and identifying, by the venue management system, additional users assigned to locations within parking lot associated with the venue based on tickets to enter the venue obtained by the additional users; and sending, by the venue management system, the notification to the client devices associated with the identified users and to client devices assoicated the additional users, the notification information of the notification including the determined route.