The endless hunt for a front-row parking spot at the local mall might be a thing of the past—if you are willing to open your wallet. Valley Plaza Mall in Bakersfield, California, has officially introduced a new “preferred parking” program, fundamentally changing the traditional free-parking experience for its visitors.

 

While the mall operators tout the new system as a win for convenience, local shoppers and employees are pushing back against the sudden monetization of their neighborhood shopping center.