I’ve long argued that complaining about “there’s no parking” or having to “pay for parking” is just a convenient scapegoat excuse people give when the product on offer isn’t a compelling enough buy. If your downtown doesn’t offer enough value vs. a suburban office park location, naturally employees having to pay to park sounds like a huge imposition. If an attraction is lame, then of course people don’t want to pay to park there.
I just came across another example of this in action. Attendance at Indiana Pacers games has spiked this year. It’s not hard to figure out why: they started winning games and have a team that doesn’t repel fans. Not long ago their arena was so empty it reminded me of the old days at Market Square where they used to hang a curtain around the upper deck to screen off the empty seats. Those Pacers were a team of thugs that got involved with fights with fans in the stands at the game, and shootouts at strip clubs afterwards. They also didn’t do a lot of winning.
Parking charges on game nights remained quite hefty throughout. The fluctuations in attendance had nothing to do with parking and high parking prices aren’t preventing sellouts this year. The lesson is clear: create a compelling product in your downtown or business district and parking won’t be an obstacle.
It’s amazing how often parking is viewed as determinant. Here’s a particularly sad example from Providence. It’s a marketing ad for downtown, which Greater City Providence called, “Come For the Parking, Stay For the Parking.” Please. (If the video doesn’t display for you, click here).
Don’t be that guy.