A computing system can manage a notification database that stores notifications for drivers of a transportation service. The computing system can interface with at least one third party resource to receive event data corresponding to a given event. For a given time interval, the system can selectively notify drivers about the given event at a corresponding event location by determining a utilization condition for a sub-region of the event location and selecting, from the set of notifications, a notification for the sub-region of the event location based on the utilization condition. The system can select a set of driver devices to receive the selected notification based at least in part on the current location of each driver device in the selected set of driver devices relative to the event location, and transmit the selected notification to the selected set of driver devices.