Valley Plaza Mall in Bakersfield, California, has implemented a "Preferred Paid Parking" program that charges shoppers for spaces closer to the entrance, a move that has ignited backlash from local residents and shoppers. The program, which began August 1, designates 240 of the mall's more than 5,000 parking spaces for a fee, while the remaining spots are available for free parking farther away.
The paid parking costs $2.45 for the first hour and $2 for each additional hour, with a daily maximum of $10. Payment is handled via credit card through a QR code scan or text message, and cash is not accepted. Handicapped parking spaces are not affected by the new policy.
Mall operator General Growth Properties (GGP), based in Chicago, stated that the program is intended to address a common shopper complaint about difficulty finding convenient parking. Lindsay Kahn, a GGP spokesperson, described the preferred parking as an "amenity for convenience" for shoppers making quick trips or needing easy access to mall entrances, restaurants, or other businesses. GGP also noted that 10% of the proceeds from the preferred parking fees will be donated to a local charity.
However, the decision has drawn significant criticism on social media. Many shoppers argue that charging for parking could deter customers, especially as many malls are already facing financial challenges. "If you want people to come to your business you shouldn’t charge them for parking, you want them to spend the money inside the stores," shopper C.A. Nunerle told 23 ABC Bakersfield. Others have expressed dismay online, with one social media user writing, "Another reason NOT to go to the mall!! They shoot themselves in the foot doing this!!"
The implementation at Valley Plaza Mall mirrors similar initiatives at other shopping centers across the country, including the Northridge Fashion Center in Los Angeles, also operated by GGP. These moves have led some consumers to accuse the company of prioritizing profit over customer experience.