The Bullring shopping centre in Birmingham has rolled out a major update to its parking system just ahead of the crucial Christmas shopping period. The new 'Drive In. Drive Out' service aims to streamline the process for the thousands of motorists who use its three official car parks each day.
How The New Parking Technology Works
The update eliminates the traditional paper ticket. Instead, the system now uses automatic number plate recognition (ANPR) cameras. Upon arrival, customers can either scan a QR code on site or pre-register their details online. When they leave, the system charges their card automatically, allowing for a barrier-free exit.
For added flexibility, the Bullring has stated that card payments at the barrier are still accepted. This new process is active across all three of the centre's car parks: the Edgbaston Street, Moor Street, and Centre car parks, which together offer over 3,000 parking spaces.
Shopper Backlash Over 'Extortionate' Parking Costs
Despite the technological convenience, the announcement has been overwhelmingly met with criticism from shoppers, who are united in their condemnation of the high prices. The current fee structure starts at £4 for up to one hour, rising to £6.50 for one to two hours, and £9 for two to three hours.
Costs continue to climb, reaching £14 for four to five hours and peaking at a daily rate of £20 for stays between seven and 24 hours. This pricing has led to a flood of complaints on the Bullring's social media channels.
One Instagram user, maz.me_at_six, commented: "I can park in Westfield London for a whole day which is still cheaper than the Bullring. How about we reduce the extortionate prices?!" Another, Lynsey13274, echoed the sentiment, stating: "I can park all day in London for less than 3 hours in Brum total rip off."
Other comments called for more affordable pricing, with users Sojib92 and Sydd_BHX directly appealing to the shopping centre to lower its rates.
Bullring's Defence of Its Parking Offer
In response to the criticism, a spokesperson for Bullring defended the service in a statement to BirminghamLive. They emphasised the quality and security of the facilities, saying: "Most importantly, Bullring carparks offer safe, clean and well lit spaces for customers."
The statement highlighted the central location, direct access to over 200 stores, and the support of onsite security teams. On the contentious issue of pricing, the spokesperson argued: "Our prices are comparable to other leading city schemes and always remains a choice for customers in addition to Bullring's excellent transport connections."
The parking update follows a week of other announcements from the Bullring, including new store openings and seasonal attractions, as it gears up for the busy festive shopping season.
