Think: why am I parking there? Who benefits? Will added friction hinder? How does charging enhance that benefit, making me want to pay vs avoid? We’re in the a

Think: why am I parking there? Who benefits? Will added friction hinder? How does charging enhance that benefit, making me want to pay vs avoid? We’re in the age of COVID, discovering the benefits of not going places, and creating new options not to. Charging for parking makes me reconsider going there at all, raising the cost and hassle - more likely to go elsewhere, stay home and do remotely, or forego the activity. Low-cost or low-planning activities don’t happen if parking sets minimum cost to >$0; random purchases will be passed up. If I do pay for parking, I expect convenience, security, and ease for the act. I’m less likely to visit a local city precisely because parking will at least double my cost getting there (gas); I’d rather spend that $ going somewhere farther, more interesting and free parking. Want more business? Figure out how to make it cheaper for me to be there: reduce friction, make parking free and easy.