Paying extra to park closer to the front door may sound like something reserved for stadiums, airports or valet parking. But at a mall in Bakersfield, shoppers are now being charged up to $10 a day for preferred parking, raising a familiar question for Coachella Valley shoppers: Could paid parking eventually become more common here?
The issue came up on The Roggin Report as Fred Roggin and his guests discussed whether shoppers would actually pay for the convenience of getting a parking space closer to a store entrance.
For Paul, the answer is no — even during a Coachella Valley summer.
Roggin pointed out the obvious scenario: It is 115 degrees, there is a parking space directly in front of a store, and the alternative means walking across a scorching parking lot to reach the air conditioning.
Paul admitted he would want to pay the $10, but said he still would not do it. He joked that he is so careful about spending money that he does not even buy grocery bags when they cost an extra few cents.
Cherie Johnson also questioned the idea, pointing to The River in Rancho Mirage and suggesting the shopping center had experimented with paid parking in the past.
The discussion centered on what makes preferred parking different from traditional paid parking. Some malls charge for parking after a certain amount of time, while others offer validation for customers who shop, dine or see a movie. Preferred parking creates another option: Park farther away for free, or pay extra to get closer.
Johnson compared the idea to other major venues where customers can pay more for premium parking, while Roggin brought up Dodger Stadium as an example of paying for a more convenient spot.
For Valley shoppers, the debate is less about whether someone can afford $10 and more about whether convenience should come with another fee. In a region where summer heat can turn a short walk across a parking lot into an uncomfortable experience, the closest space can suddenly look pretty valuable.
And that leaves shoppers with a simple question: Is preferred parking a useful convenience, or just another way to charge for something that used to be free?
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