The price for parking in lots adjacent to the Abbotsford Entertainment and Sports Centre (AESC), will be cut on event days, effectively immediately.
The University of the Fraser Valley (UFV) and the city of Abbotsford have partnered to lower the costs, dropping prices in UFV lots from $10 per event to $5. Parking on College Drive will be $5 per event, $3 on Gillis Road and $2 on McKenzie Road.
Much of the parking for AESC events uses UFV lots, with the revenue going to the university. UFV students recently worked with the Abbotsford Heat hockey club to conduct market research as part of a business course. Their findings indicated that $10 parking fees deterred some potential customers. UFV decided to reduce fees after consulting with the city, Global Spectrum and the Heat.
“As a partner with and next door neighbour to the arena, UFV has a vested interest in seeing it succeed, so we're going to do our part to encourage attendance," said Craig Toews, UFV executive director of facilities and campus planning.
Parking rates for spaces on local streets near the AESC maintained by the city will also be reduced by 50 per cent on a one-year trial basis.
“UFV may experience a decrease in parking revenues initially, but we hope the reduction will help to increase attendance and we will recover the revenues in the long run,” said Toews.