Tall, grande, venti and a fourth option: free parking

Starbucks, on Nassau Street, to reserve an entire block as part of daylong celebration

By: Marjorie Censer
   Forget those holiday sweaters and fruitcakes. Starbucks will be celebrating the holidays Thursday — and wants to give Princeton customers a present they can really use.
   Starbucks’ "Red Cup" parking promotion will offer drivers a free parking spot on the north side of Nassau Street, from Witherspoon Street to Vandeventer Avenue. All of the 18 parking meters along that portion of the street will be covered with a giant red cup from 7 a.m. to 4 p.m., indicating that drivers do not need to pay — although the two-hour limit will still apply.
   The offer is open to all, not just Starbucks customers, said Cheri LaSpada, acting as the public relations contact for Starbucks.
   She said the event is part of the coffee shop’s "surprise and delight" program.
   "Most customers don’t generally know about it until the day of the event," she added.
   Starbucks had to coordinate with Princeton Borough officials to pay $15 per day per meter — the cost of a meter bag. Borough Administrator Robert Bruschi said he thinks the promotion is an interesting idea and approved it. He said he has read about similar concepts in other towns — as well as about towns actually selling advertising on parking meters.
   "There are promotion opportunities with meters," Mr. Bruschi said. "A lot of towns do advertising on their meters — we have chosen not to."
   This is the closest thing to advertising with parking meters that the borough has done so far, he explained, and he will be evaluating how well the event goes. If it’s a success, "maybe we’ll look into doing it in other spots," he said. "I will be interested in hearing the feedback from other merchants."
   For now, though, Thursday’s promotion remains a one-time event.
   "I wouldn’t commit to it at this point," Mr. Bruschi said. "We’re going to evaluate it."
   The holiday celebration at Starbucks won’t stop with parking. Ms. LaSpada said the store will be hosting a "Cheer Party" Thursday at which employees will offer samples of holiday beverages and treats, as well as conduct family-oriented activities.
   The store also will collect new, unwrapped books and toys for its sixth annual Starbucks Holiday Angels Joy Drive. Those gifts — which will benefit the Starlight Starbright Children’s Foundation — will be accepted through Dec. 25. They will then be distributed to seriously ill children in area hospitals throughout the year.