A proposal to raise the cost of parking lot events at Qualcomm Stadium and parking for attendees was approved today by the San Diego City Council.
The consulting firm AECOM found the city could make an estimated additional $172,000 annually off parking lot events by adopting a more flexible rate card that set minimum charges, instead of fixed prices. The current rate card was adopted four years ago.
"We are grossly under-priced, especially on automobile events,'' said Jim Barwick, the city's real estate assets manager. He thinks the city could actually make an additional $200,000 under a new pricing plan.
Vehicle manufacturers that stage weekend "tent sales'' at $2,000 to $4,000 per day will have to pony up a minimum of $10,000 per day under the proposal.
A deal with tent sale organizers expires at the end of this year, according to Barwick.
A commercial event currently charged at $5,000 per day will be upped to at least $7,000 per day.
The minimum for parking for attendees will be set at $20 per car and $60 per recreational vehicle under the plan. That fee will not apply to fans attending Chargers or San Diego State University athletic contests, which operate under separate deals.
Council members Kevin Faulconer and Lorie Zapf dissented in the 5-2 vote. Faulconer said stadium officials need to concentrate on attracting more events instead of charging more money.
