The endless hunt for a front-row parking spot at the local mall might be a thing of the past—if you are willing to open your wallet. Valley Plaza Mall in Bakersfield, California, has officially introduced a new “preferred parking” program, fundamentally changing the traditional free-parking experience for its visitors.
While the mall operators tout the new system as a win for convenience, local shoppers and employees are pushing back against the sudden monetization of their neighborhood shopping center.
Out of the thousands of parking spots available at the massive complex, approximately 240 spaces located near the main entrances have been converted into premium, paid spots. Shoppers willing to skip the hassle of circling the lot can now secure a front-row space for $2 per hour by scanning a QR code on nearby signage. The initiative is part of a broader trend by mall operator GGP, which has implemented similar paid options at over 20 of its properties nationwide…