Maids ‘not about locals’

VISITOR views are the only ones that matter about the appropriateness of Gold Coast Meter Maids, a branding expert says.

Bond University adjunct associate professor of marketing Stephen Holden dived into debate about the role in 2017, saying it didn’t matter what locals or city leaders think. He said he was surprised the concept still existed because he felt personally it was “outdated”.

“But I’m a marketing guy and you give people what they want,” he said. “If this is what people want, then give it to them.

“If people want young good-looking types doing that – and they probably do – then go for it.

“Why would you ask locals what they think? You ask the people on the beach who are visiting – and if they want and like it, then great,” Mr Holden said.

Meter Maid Felicia Aden was inundated with tourist requests for photos and parking meter instruction at the Esplanade yesterday as the Bulletin tagged along for part of her shift. Meter Maids in golden bikinis have strutted Surfers Paradise streets for 52 years, feeding parking meters to help tourists avoid fines.

Debate about their appropriateness on a tourism front was reignited at the Bulletin’s sold-out Going for Gold Commonwealth Games legacy symposium earlier this week. An attendee questioned why national Meter Maid promo tours were no more. Sitting Mayor Tom Tate said he loved their role in history but the city was more sophisticated and they didn’t need to be “front and centre”.

Meter Maids owner Roberta Aitchison yesterday defended their role in the tourism landscape and rubbished queries about whether they still fed meters.

Yesterday’s Bulletin revealed she was toying with adding Meter Males and online critics of the story queried if Meter Maids still helped tourists avoid parking tickets.

Ms Aitchison said it remained a key part of the job and just as frequently they helped stumped visitors work out how to use the council’s electronic meters.

She also claimed overzealous parking wardens sometimes criticised her staff for topping up meters but a council spokesperson said no law prevented paying for someone else’s parking.

Meter Maid Miss Aden said the first thing she did each shift was check metered carpark bays along Surfers Paradise Esplanade for any close to expiry. The 24-yearold Swede said she tops them up if they are.

The operation is privately owned by Ms Aitchison who pays the Meter Maids a wage.

They also received a bonus if they made a “quota” from selling merchandise including calendars, stubbie holders and T-shirts, she said.

Ms Aitchison said she introduced merchandise to fund the service which received no city support.

“Maybe if the people who run this city looked at how it could be funded we could be bigger and better than what we are now.”