Bakersfield mall introduces paid spots near entrance, sparking shopper backlash
Valley Plaza Mall in Bakersfield began charging for 240 parking spaces closest to the entrance, prompting criticism on social media.
Starting Aug. 1, Valley Plaza Mall in Bakersfield implemented a "Preferred Paid Parking" scheme, designating 240 of its more than 5,000 spaces for a fee of $2.45 for the first hour and $2 for each additional hour, capped at $10 per day. The program requires payment via QR code or text, with cash not accepted, and does not affect handicapped spots. Local shoppers took to TikTok and other platforms to denounce the charge, claiming it will deter customers.
Mall operator General Growth Properties (GGP) explained the initiative aims to solve common parking frustrations and noted that 10% of the proceeds support a local charity. GGP also highlighted that the service is intended for patrons seeking convenience, whether for quick trips or restaurant reservations. The same pricing model has been rolled out at other GGP locations, such as Northridge Fashion Center in Los Angeles, drawing similar criticism.
Why it matters
The fee changes how shoppers access a major regional mall, potentially affecting foot traffic and local commerce.
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