Private Lots Near LAX Also Feel Crunch of New Rules

First they were hit by the downturn in airline customers. Now, owners of private parking services near Los Angeles International Airport say they are taking a second hit over public misperception that they aren’t open for business as usual.

In the wake of the Sept. 11 tragedy, LAX officials have closed short-term parking in the central terminal area and banned most vehicle traffic except for buses, shuttles, limousines, taxis and motorists with special handicapped access.

Many travelers mistakenly believe the ban applies to private parking services and their shuttle buses too, according to these companies, leaving them struggling to get the word out that they are ready to roll.

“Obviously there hasn’t been a lot of communication to airport travelers that there are alternatives out there,” said Brian Vandehey, regional manager of the Parking Spot, which offers about 3,000 spaces and has seen a 40% drop in business.

Airport officials have repeatedly urged travelers to leave their cars at home. And managers of some private lots claim that police stationed on Century Boulevard have been directing cars to airport-operated parking lots only--and not the nearly two dozen private lots or hotels that offer comparable service.

Airport officials concede they have encouraged travelers not to drive private cars, consistent with a long-standing message that “your automobile is excess baggage at LAX.”

But Los Angeles World Airports spokesman Paul Haney said all airport communications and the airport’s hotline note the availability of private off-site parking in addition to the airport’s own long-term lots.

“We’ve been encouraging people to use off-airport parking as well as limousines and everything else, because it’s less demand on our facilities,” Haney said.

Still, many private operators say travelers are confused.

“I get people who say to me, ‘You’re the first person who has clearly stated to me how everything works,’ ” said Steve Wade, general manager of Ace Parking, which operates the 900-space Quik Park on Century Boulevard. “People don’t understand you can park with us. We’ll take you to the exact same place we used to.”

Many of the companies--that collectively provide more than 15,000 parking stalls--say they are being forced to advertise for the first time, or find other ways to spread the word.

With their fiscal futures in question due to uncertainty over travel volume, many have resorted to more creative tactics. Ace Parking, for example, cut a deal Thursday with a nearby Texaco station, pledging to buy its more than $5,000 in monthly gas there in exchange for advertising banner space, Wade said.

Many of the private lots say they are operating at about 20% of pre-tragedy levels. As a result, the Gateway to L.A. Business Improvement District, which represents many of the hotels and parking facilities in the airport area, held an emergency executive committee telephone conference Wednesday to consider an ad campaign of its own, said executive director Merry Norris.

“It’s very clear that we need to . . . let people know that there are so many services available on Century Boulevard,” said Norris, whose members--including 13 hotels--provide 15,000 parking spaces.

Other industries also are feeling the sting. Hundreds of private limousine services operate in the region, many of them highly dependent on the airport. And some feel that they, too, have fallen victim to public misperceptions.

Integrated Transportation Services, for example, has seen its business drop by 50% and also is being forced to advertise for the first time in years, said President Jonna Sabroff.

“Our own customers are calling and saying, ‘Can you go in?’ ” she said.