In Rio, Parking at Malls Is a Privilege
It’s amazing how simple matters spiral down in a crazy way over time.
Introduction
In the early 80’s, the big malls or shopping centers, as we call them, started to show up in Rio de Janeiro. It was one more American icon coming to our land as part of the major influence that started in the second half of the 20th century.
The malls brought with them something that was missing in street shopping in Rio: security. Violence in general grew noticeably in that same time period and people felt safer by going to malls, which became the go-to place for a long time.
In the last 5 years, street shopping has regained some of its strength, but that is another story.
As with any place where many people gather, a parking lot is required. Barra Shopping, for example, has 5000 parking spots.
The Beginning
Parking at Malls originally was free. Importing fully the American concept, where cars were an extension of the body and free parking spots were an incentive to bring in more customers. Pretty straightforward, right?
However, in Rio, everything that is straightforward, simple and obvious is quickly disrupted. Soon, destroyed.
At some point, thieves started to figure out that mall parking lots were a great place to make some profit. People there usually bring money, or they have just bought something. Also, there is always someone entering or leaving their cars. In the large desert that is a parking lot, there is always this far away spot where there will be no witnesses.
What Do We Do?
Police is ineffective around the mall area and not responsible for the private area within the parking lot.
Malls added tollgates to the parking entrances. Private Security was hired.
Parking fees started to be charged. Just symbolic fees, though, as malls didn’t want to scare customers away with an extra charge.
What Is the Consequence?
Even with the added security, cars still were being stolen. Car windows were still being broken and Motoradios still were being taken away.
Lawyers get in the fray and people start suing the malls. If they charge for security, they should provide it properly.
Malls now have to deal with even higher parking-related expenses. Fees increase.
Governments Also Join the Game
As with any new business, regulation is needed. And regulation has its consequences.
Standards are created, documents need to be filled, inspections will take place, and fines can be cast upon parking lot owners in general. For instance, receipts have to be provided whenever you pay for your parking at the mall.
Malls again have to deal with even higher parking-related expenses. Fees increase.
Help!
Malls choose the wisest option: outsource. Let somebody else take care of this mess.
Unfortunately, an outsourced service not only has to cover the parking lot expenses, but also has to be profitable.
Guess what happens? Fees increase. Again!
Extremes
If you have read my other stories, you know why I don’t have a car.
There is a mall 3 kilometers away from where I live. At some point, it was cheaper to go AND return using a cab, then going by car and paying the parking lot to stay four hours at the mall, for instance.
After this extreme period, there were additional regulations added to control the pricing.
There was even a law issued in 2004 by the State of Rio de Janeiro. If you spend less than 6 hours at the mall, and you spend more than 10 times the parking fee at the mall, then you should not pay for the parking.
No mall is “accepting” that law and people still are being forced to pay. Judges have been favorable to the malls, saying that City and State laws have no say in this matter. Only Federal laws.
It has been worse, but it still is quite expensive to park your car at malls.
Made In Brazil
I’ve been to Orlando last year. The shopping and consumption paradise for many Brazilians. On arrival, the hotel clerk warned me:
“Tourists like to go to the mall or to the big outlets and spend all day there. They park their cars and they go to each store, buy, and return to their cars to store the bags in the trunk. DO NOT DO THAT! Keep your purchases with you all the time. Only take them to the car when you are about to leave. There have been many reports of theft at parking lots.”
Well, now Brazil exports both Havaianas and criminal modus operandi.
Also, at a specific mall, I saw cars from private security companies patrolling the parking lot. All I could think of was a very common expression in Brazil:
“I’ve seen this movie before.”
