Finding a parking spot at a California mall isn’t just about luck anymore; it now hinges on your willingness to pay.
The Valley Plaza Mall in Bakersfield has drawn significant backlash after implementing a new program that imposes charges for parking in some of the prime spots closest to the entrance.
Launching on August 1, the “Preferred Paid Parking” initiative presents shoppers with a choice: either pay a small fee for a closer spot or opt for free parking that’s further away.
This decision has already incited frustration among locals, many of whom have taken to social media to express their displeasure.
One user, Gabrielata, shared a TikTok video poking fun at one of the paid spots, remarking that if she had to pay, it definitely wouldn’t be for a space that was so distanced from the mall. The video showcased a spot that was at least ten spaces away from the entrance.
“This is what happens when LA people move to Bakersfield. NOW THEY’RE CHARGING FOR PARKING,” commented one viewer in response to her post.
While there are over 5,000 parking spots at the mall, only 240 are designated for those willing to pay a fee.
Some shoppers argued that malls are already facing challenges in attracting visitors, and this move isn’t likely to help their cause. “If you want people to come to your business, you shouldn’t charge them for parking. You want them to spend their money inside the stores,” remarked a shopper, C.A. Nunerle, to local news.
The charges for the preferred parking spots are set at $2.45 for the first hour, with an additional $2 for each extra hour, capping at $10 per day. Payments can be made via credit card by scanning a QR code or through a text message; cash payments are not accepted.
General Growth Properties (GGP), the mall’s operator based in Chicago, claims the change aims to tackle a common complaint among shoppers about the difficulty of finding convenient parking.
Interestingly, this trend isn’t isolated to Bakersfield. The Northridge Fashion Center in Los Angeles and several other GGP malls across the country have begun charging for parking, prompting even more complaints from irritated shoppers, who accuse the company of merely trying to increase profits.
GGP spokesperson Lindsay Kahn defended the pay-to-park initiative, stating that it’s designed for those who value the convenience of not having to search for a parking space. “Whether guests are making a quick shopping trip or parking for a restaurant reservation, the program is an amenity for convenience,” she added.
The company also mentioned that 10% of the proceeds from the new parking fees will be donated to a local charity.
