Daily Herald opinion: Biting into bargains? Rosemont mayor right to be concerned about fallout from paid parking at outlet mall

Free and plentiful parking is one of the perks of shopping in the suburbs — and one less strain on the wallet when the cost of goods and gas rise.

That’s why we found the decision to charge for parking at the Fashion Outlets of Chicago in Rosemont so puzzling, though we normally shy away from weighing in on pricing calls by private businesses. But recent numbers released by the village show a significant drop in mall visitors, and that’s cause for concern — for businesses, mall employees and the government entities that rely on sales tax revenue.

Rosemont Mayor Brad Stephens has made his displeasure known, and he recently met with executives from Santa Monica, California,-based mall owner Macerich, as our Chris Placek reported earlier this week.

So far, mall owners aren’t budging.

The new pay-to-park policy was launched in February. Under the change, parking is free for the first hour, then $13 for 1 to 3 hours, $20 for 3 to 12 hours, and $50 for 12 to 24 hours.

That free hour gives visitors just enough time for a quick purchase or a watch-your-watch lunch in the food court. But shoppers who want to check out multiple stores or cap off shopping with dinner will hit the $13 mark fairly quickly. And since this is an outlet mall, paying to park makes shopping for bargains a bit less enticing, especially when many of the outlet mall’s occupants can be found elsewhere in the suburbs or just over the Wisconsin border.

Shoppers at Fashion Outlets of Chicago who spend at least $100 in the same day can get up to three hours free with validation, which might ease the mind of determined bargain hunters looking to stock up. But it discourages people with smaller purchases and mall browsers, who can easily turn into buyers if given a chance to check out the racks without worrying about a mounting parking tab.

The 530,000-square-foot indoor mall is believed to be the only one in the suburbs that charges shoppers to park, though some do have prime spots available for a fee.

At a Rosemont village board meeting Monday, Stephens cited sobering statistics that track foot traffic year over year. The number of shoppers entering the mall was rising until the paid parking policy kicked off. Traffic was down 17% in March — compared with the same period last year — and then dropped 14% in April, 12% in May and 14% in June.

“They feel they’re turning the corner,” Stephens said of their numbers. “I hear contrary (from) the retailers and other folks.”

Suburbanites expect to pay to park while shopping at Chicago’s Water Tower Place or checking out luxury brands on the Mag Mile. But at a suburban outlet mall? We fear the numbers in Rosemont will continue to drop unless changes are made.

Stephens is right to raise the alarm. Mall owners would be wise to listen.