The vintage fair Mall in Modesto started a new controversial paid parking program. They call it front and center parking.

It is located by the busiest entrance facing Sisk Road and they have roped off more than 200 spaces in front of the entrance.

Customers can have all day parking for five dollars, but the valet on site only collects your money and does not park your car for you.

Vintage fair Mall marketing manager Annie Amies stated that they just wanted to make it more convenient for shoppers who didn’t want to look around the parking lot for spaces. She also stated over the weekends parking is at its capacity, in this gives shoppers an opportunity to park closer.

She also noted the handicapped and electric charging spaces remain free of charge.

Here is the public notice from the vintage fair website:

Front & Center Parking


Looking for prime parking? Look no further. Starting August 11, Vintage Faire Mall has set-aside premium parking spots with our new  valet assist program Front & Center. Front & Center parking ensures our shoppers easy access to the best possible parking spaces right in front of the most popular mall entrances.

The Front & Center Parking Program operates Fridays, Saturdays and Sundays for $5 per vehicle for all-day parking and is currently located outside of the Main Mall Entrance on the Sisk side of the property. In addition to the premium parking spaces guests will receive exclusive offers to Vintage Faire Mall retailers.

Dawg says:

The quote from the mall manager stated that the parking lot is at its capacity on the weekends and holidays. How does roping off an area of the parking lot help increase the capacity of the parking lot itself. It may force some pay for parking and that’s the whole idea.

Businesses that make decisions like this based on greed and greed only, lead two bigger problems for those businesses. And this vintage fair Mall has many more businesses trying to survive within that business. Obvious and blatant greed leads to losing customers.


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