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A view from the second level of The Galleria mall Thursday, May 29, 2014, in Houston. The Galleria recently announced it will charge for parking in all garages beginning Nov. 2, 2026.<\/p>\n
Houston Chronicle\/Hearst Newspap\/Houston Chronicle via Getty Imag<\/p>\n
A new cost is coming to Houston’s Galleria<\/a>: paid parking. After Chron broke the news Wednesday<\/a>, shoppers and retailers began weighing what the change could mean for visits, sales and the mall’s foot traffic.<\/p>\n Whether the goal is to deter people from using the mall as free long-term parking, raise revenue or improve the parking experience, the change will likely have an effect on shoppers and retailers, according to Barbara Stewart, chair of the University of Houston’s Department of Human Development and Consumer Sciences.<\/p>\n Article continues below this ad<\/p>\n “A real retailer wants to make it really easy for the customer to come in and make a transaction,” Stewart told\u00a0Chron on Thursday. “Ringing the cash register is paramount, and so if you put any barrier between the customer and the cash register, that’s not good for business.”<\/p>\n The change comes as traditional malls across the country contend with declining foot traffic<\/a> and store closures.<\/p>\n “Malls are already struggling,” Stewart said.<\/p>\n It remains unclear why Simon, the\u00a0Galleria’s majority owner, is introducing paid parking. Simon Property Group did not immediately respond to Chron’s request for comment on Thursday afternoon.\u00a0<\/p>\n Article continues below this ad<\/p>\n Houston’s Galleria mall will start charging for parking in all garages beginning Nov. 2, 2026.<\/p>\n Google Maps Street View<\/p>\n RELATED: The Galleria is ending free parking. Here’s what shoppers will pay.<\/a><\/p>\n What will change?<\/p>\n Starting Nov. 2, parking in all garages at Houston’s Galleria will carry a cost.\u00a0<\/p>\n Article continues below this ad<\/p>\n Shoppers will pay $2 for up to four hours, $5 for four to seven hours and $25 for up to 24 hours in the Yellow, Brown, Green, Orange and Red garages. Express parking in select surface lots and on Level 3 of the Yellow Garage already carries a fee, and valet parking is also available.\u00a0<\/p>\n Foot traffic could decline\u00a0<\/p>\n After the announcement hit social media, some Houstonians said they would no longer visit the mall once paid parking begins. Stewart said the fee could certainly deter some local or casual shoppers, potentially reducing foot traffic.<\/p>\n “If it’s a revenue stream issue for the mall, Simon, in this case, it’s possible it can backfire if they lose tenants because foot traffic decreases,” Stewart said. “Any revenue they would have obtained it’s backfired and they’re in a deficit position.”<\/p>\n Article continues below this ad<\/p>\n The\u00a0Galleria is among the first Houston-area malls to charge for parking at all of its garages. Stewart said the fee could prompt some shoppers to choose malls with free parking or shop online instead.<\/p>\n Brad Gay, manager of A Sneaker City at the\u00a0Galleria, told Chron he doesn’t expect paid parking to affect his store’s clientele, though he thinks it could deter other shoppers.<\/p>\n “The rates aren’t that high, but I’m pretty sure there’s going to be some pushback with the demographic here,” Gay said. “It’s so fresh right now that we haven’t heard anything [from customers], but you sure will get some more customer information in the next couple of days.”<\/p>\n Article continues below this ad<\/p>\n Another small business owner at the\u00a0Galleria told Chron the change was “definitely a concern,” saying the business relies heavily on foot traffic.<\/p>\n Even if Simon’s goal is to discourage window-shoppers or other visitors who don’t make purchases, Stewart said that move could be a mistake.<\/p>\n “What might be perceived as non-shoppers, they turn into shoppers,” she said. “For example, the trend to walk the mall for exercise\u2026visual merchandising is really successful. If a consumer is walking by display windows\u2026and they can see into the store, that consumer is going to see merchandise day in and day out, and that moves them into making purchases.”<\/p>\n The\u00a0Galleria’s status as a destination mall could soften the change\u2019s effect on foot traffic, particularly during the holiday season.<\/p>\n Article continues below this ad<\/p>\n “The decor, the large Christmas tree, those kinds of things that are kind of iconic [and] draw people in, perhaps for a social experience and the warmth of a holiday feeling, but while they’re there, they’re opening their wallets and that’s important,” Stewart said, adding that destination shoppers may not be bringing their cars anyway.<\/p>\n Houston’s Galleria mall will start charging for parking in all garages beginning Nov. 2, 2026.<\/p>\n Google Maps Street View<\/p>\n Parking validation could add costs for retailers<\/p>\n Simon said parking validation will be up to individual retailers. So far, business owners haven’t reached a clear consensus on whether they’ll offer it.<\/p>\n Article continues below this ad<\/p>\n Stay informed, and entertained.<\/p>\n By signing up, you agree to our Terms Of Use<\/a> and acknowledge that your information will be used as described in our Privacy Policy<\/a>.<\/p>\n “Even small expenses, when you multiply it by a large number of transactions, become a financial burden for retailers,” Stewart said.<\/p>\n Smaller stores may be less likely to absorb the cost, while larger retailers may have more flexibility.<\/p>\n “The designer stores probably will do validation\u2026but, I know we probably won’t,” Gay said.\u00a0<\/p>\n Article continues below this ad<\/p>\n","protected":false},"excerpt":{"rendered":"A view from the second level of The Galleria mall Thursday, May 29, 2014, in Houston. 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