‘yield management pricing’ in some car parks, under which tariffs were automatically raised or lowered depending on the degree of utilisation of capacity within the car park; a Chinatown promotion and a theatreland promotion, where discounted parking was available to diners and theatregoers; and Christmas price promotions where free or discounted parking was available in the West End in the evenings and on Sundays. Following the terrorist attacks in central London in 2005 and the consequent decline in visitors to the West End, a ten-point strategy to rebuild confidence appears to have included a ‘Shoppers’
“The tariff increase assumed in the business case have regard to competitors’ prices (mainly NCP car parks). The investment in improved lighting, CCTV, and security measures will make car parks more attractive to users and thereby help to maintain expected income streams. Empirical evidence nationally shows that customers are prepared to pay higher charges for improved facilities.”