The other day, I went to my favorite little bake shop in South Miami to get a Café Cubano.

It ended up costing me $18.55.

No, the bakery isn’t usuriously overpriced. In fact the coffee cost a mere 45 cents. So what accounted for the remaining $18.10?

The parking meter, that’s what! The friggin’ parking meter!

Here’s my whole sad story:

I pulled my car into a parking space which couldn’t have been more than 15 to 20 feet from the bakery entrance. Since the time on the meter had expired, I scoured my pockets and car’s glove box for some change to feed it. Alas, I could only muster up one thin dime. That allowed me to purchase a whopping four minutes of parking time. Since I was just running in for a quick pick-me-up, I figured that would give me adequate time to do so.

Tick, tick, ticket.

I had heard about South Miami’s sometimes over-zealous meter maids. (Not to berate women, please note that the city also employs "meter males".) So I walked hurriedly into the bakery. The meter was ticking! (EXHIBIT A)

Thankfully there were no customers in front of me. I quickly ordered my Cuban coffee and it took no more than two minutes to brew it and serve it. I gulped it down in seconds flat, gave the counter lady a dollar (remember I had no change), got my change, left a tip and scurried back to my car. I couldn’t believe my eyes! There on the front windshield was a bright white and orange "Uniform Parking Complaint and Ticket" accessing me a fine of $18.

I was astounded. While the meter showed that my four minutes parking time had indeed expired, it couldn’t have been more than 30 seconds to a minute prior. Even more amazing, the meter person was no where in sight!

Admittedly, I did not monitor the precise time on my watch, but I swear, if I was gone five minutes it was a lot.

Swift justice?

If you’ve parked in South Miami lately, perhaps you’ve also had the misfortune of receiving one of these citations. It seems that just about every person to whom I relate this story has had a similar incident. You see, unlike the tickets of old which required the meter attendant to stand in the hot sun and manually fill in all the information, this baby was neatly, electronically and obviously very swiftly printed. (EXHIBIT B)

A friend of mine who works in the immediate area has even seen the parking police issuing these electronic citations on meters which still had several minutes remaining– in anticipation of a pending violation.

So what’s my point?

Don’t get me wrong, by relating this incident to you I am by no means trying to weasel out of paying this fine. Indeed, assuming the parking meter was accurate, I was technically guilty as charged, your Honor, and fully intend to fulfill my citizenry duty and help keep South Miami "green" by paying the $18.

Nor am I attempting to elicit your sympathy.

My point is simply this:

This story isn’t about crime and punishment.

It’s about marketing and public relations. And, most importantly, it’s about goodwill.

In other words, if the City of South Miami ever intends to get itself out of the parking debacle it has created as a result of the opening of the Shoppes of Sunset Place (or as I affectionately refer to it: the "Barnes & Noble Mega Mall")...if the Powers That Be ever hope to continue to attract repeat business not only to the new mall, but to the long-time shops and stores which line the surrounding streets...then I respectfully suggest that they lighten up a little and cut parkers some slack.

This isn’t to say that someone who has usurped his or her parking privileges by flagrantly over-parking shouldn’t be penalized.

Just remember that promoting goodwill is worth immeasurably more than an $18 parking ticket.

Ross Browarnik has been an advertising copywriter and creative director for more than 20 years and is president of Browarnik Advertising, Inc. He can be reached by phone at 305-663-0670, by fax at 305-284-8290 or by e-mail at rossb@netrox.net .

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