Valley Plaza Mall in Bakersfield Introduces Paid Parking Program

The Valley Plaza Mall in Bakersfield, California, has implemented a new parking program that charges shoppers for access to spaces closest to the entrance. The "Preferred Paid Parking" program began on August 1, allowing shoppers to choose between paying for a closer spot or parking for free in more distant areas. The introduction of this program has generated negative reactions from some locals, who have expressed their frustrations on social media. One TikTok user criticized the program, stating that if they were to pay for parking, they would expect a spot closer to the entrance. Comments on social media included sentiments that charging for parking could deter shoppers from visiting the mall, especially as shopping centers face challenges. The mall has over 5,000 parking spaces, with 240 designated for the paid program. The cost for preferred parking is $2.45 for the first hour and $2 for each additional hour, with a maximum daily charge of $10. Payment can be made via credit card using a QR code or text message, and cash is not accepted. General Growth Properties (GGP), the mall's operator, stated that the change aims to address the difficulty shoppers face in finding convenient parking. Similar paid parking programs have been introduced at other GGP shopping centers, including the Northridge Fashion Center in Los Angeles. A GGP spokesperson noted that the program is intended for those seeking convenience and that 10% of the proceeds will be donated to a local charity.