Full Breakdown
Bakersfield Mall’s “Preferred Paid Parking” Sparks Shopper Backlash
8/28/2026, 3:48:08 AM
Core Event
Valley Plaza Mall in Bakersfield, California, rolled out a “Preferred Paid Parking” program earlier this month. Shoppers can reserve 240 of the mall’s more than 5,000 parking spaces—those closest to the entrance—for a fee of $2.45 for the first hour and $2 for each additional hour, capped at $10 per day. Payment is made via QR-code or text; cash is not accepted. The program does not affect handicapped-designated spots.
Data & Statistics
- Total parking capacity: >5,000 spaces.
- Paid “preferred” spots: 240 spaces (?5 % of total).
- Pricing: $2.45 first hour, $2 per additional hour, maximum $10 daily.
- Revenue allocation: 10 % of proceeds are pledged to a local charity.
Official Statements & Responses
General Growth Properties (GGP), the Chicago-based operator of Valley Plaza, says the initiative addresses shopper complaints about difficulty finding convenient spots. The company also frames the fee as an “amenity for convenience,” noting that it benefits both quick shoppers and those visiting mall restaurants.
Criticism & Opposition
Local shoppers have reacted sharply on social media and to local news outlets. Shopper C.A. Other commenters argue that malls, already struggling, should avoid additional charges that could deter patronage.
Verbatim Quotes
- “Preferred Parking is intended for those who want the convenience to not look for a spot.” — Lindsay Kahn, GGP spokesperson “Preferred Parking is intended for those who want the convenience to not look for a spot.” — Lindsay Kahn, GGP spokesperson
