Deptford Mall’s parking fee for closer spots met with public backlash.
On Labor Day, William L. Smith III entered the Deptford Mall in New Jersey with intentions of purchasing supplies for his 8-year-old son. Upon arrival, he noticed new signage designating certain parking spots as “premier,” accompanied by a daily fee of . This marked the first time Smith, a 51-year-old social worker from Clementon, had encountered such notices in his frequent visits to the mall.
Expressing his discontent, Smith shared a photo of the sign on social media, making light of the situation while highlighting his belief that public parking fees should not add to consumer burdens, especially during challenging economic times. He observed that the charge for closer parking spots could deter shoppers when alternatives, such as online purchasing, are readily available.
In recent weeks, numerous Philadelphia-area shoppers echoed similar sentiments online, referring to the mall’s new parking policy as “unreal,” “ridiculous,” and “nonsense.” Many expressed that such charges could influence their preference for online shopping platforms over brick-and-mortar retail experiences.
In response to the growing outcry, executives at Macerich, the corporation managing the Deptford Mall, announced that the premier parking initiative would be phased out. Previously, the program included approximately 50 premier parking spaces out of a total of over 5,000 parking spots at the mall. A spokesperson for the company did not disclose the duration of this parking charge’s implementation. Importantly, the new fee structure did not affect existing reserved spaces for expectant mothers, veterans, and those mandated by the Americans with Disabilities Act.
Consumer comparisons were quickly drawn to other successful regional shopping centers, such as King of Prussia and Cherry Hill, where shoppers do not incur fees for prime parking. At Cherry Hill Mall, free valet services are offered by various restaurants, while the mall itself provides free self-parking options, emphasizing a consumer-friendly approach to retail.
On September 6, Smith noted local news coverage reporting that the parking spots had been eliminated. He expressed relief over this development, emphasizing that his disposable income should be directed towards shopping within the mall rather than paying for parking. He remarked on the absurdity of paying for close parking when he could easily access restaurants and stores on foot.
As shopping centers adapt to changing consumer behaviors and economic realities, the failed premier parking experiment at Deptford Mall serves as a notable case regarding the balance between enhancing customer experience and maintaining accessibility for potential shoppers.
