Shopping Mall Operator GGP Introduces Paid Preferred Parking to Generate Incremental Revenue and Offer Convenience
GGP, a Chicago-based mall operator, is implementing a "preferred parking" program across 23 of its properties, including the Willowbrook Mall in Wayne, New Jersey. The program allows shoppers to pay a small fee for the most convenient spots closest to main entrances and food courts, while the majority of the parking remains free. Lindsay Kahn, a spokesperson for GGP, stated that the reserved spots are intended for those who want to avoid searching for a space. The move is a response to the common customer pain point of finding quick parking. While some consumers view the upcharge as a convenient amenity, others have expressed frustration, calling it a "cash grab" and a final straw in an era of increasing fees. Some malls have already seen mixed results. For example, the Deptford Mall in New Jersey canceled its premier parking program due to shopper backlash, while the Fashion Outlets of Chicago reversed its fees after retail tenants complained about falling foot traffic.