Usually the most desirable locations yield the highest parking charges at nearby car parks. In Ipswich all the waterfront car parks are cheaper, cheaper than elsewhere in the town. Why are car parks at Ipswich Waterfront not charging more for people to park?Anywhere else a modern upmarket regenerated area would naturally command a premium on car parking. Apart from prime retail in the heart of town next to anchor tenants - or of a railway station, the parking close-by which requires a 5-10 minute walk should be cheaper than a regeneration area that has been called "the Ipswich's riviera", officially known as "East Anglia's Waterfront Town" and referred to frequently as "a jewel in the crown". No one likes to pay more for anything than they need to, so many might not appreciate me raising this (or perhaps in their eyes hinting at it), especially when it comes to car parking charges. There isn't much down there that you aren't paying a location premium on top of what the price might be elsewhere in the town. I don't for one second doubt the independents are cashing in specifically for this but due to inflated costs by overeager sell-their-own-grandma commercial estate agents. You would expect, perhaps, in the early days of low invitation pricing, but with continued marketed success of the area and exiting a recession... are the prices not going to increase?The answer is, it is all part of holding up a false economy. Commanding a higher rate would kill off the area. Most car parks in the area are temporary while landowners sit on parcels of land they hope to skyrocket in price as the area develops. As development has stalled and for some time, you might as well receive a competitive rate per space rather than only partial fill your car park at higher amounts which equates to less income. This is a sign of weak confidence. The university cannot change that alone.If the area was desirable people would pay the price for parking (and likely retailers would cover the tab if people spent over a certain threshold). The low confidence in the area means those temporary car parks are likely to remain for some time. A possible windfall is around the corner when the Grafton Way car park disappears, I could see prices increasing slightly due to less competition. When the odd few sites get developed it is a new dilemma, the lack of multi-storey car park for the area will leave it difficult to find a parking space. I suppose there is always the island site... We know the waterfront was to launch the university and endless desperate attempts to sell the area as a tourist destination (without a tourist attraction or tourist trap) only falls back to promote the university. It is only right the university is promoted. No surprises residential dominates the Ipswich Waterfront. If the masterplan included significant retail (shopping not retail cafes and local retail centres like a newsagent) the whole area would have been transformed. People bring money to shop... money makes the world go round. This would have impacted the town centre further but the whole plan was an axis switch from east-to-west, to north-to-south anyway which this was compatible with. You would simply have the upmarket trendier brands closer to the waterfront and the rest can remain as is.