Surfers Paradise Meter Maids

"To save you the inconvenience of a fine, our Meter Maid has inserted a coin in the meter. By courtesy of the Surfers Paradise Progress Association."

Surfers Paradise Meter Maids are bikini-clad women who operate in Surfers Paradise — a surfing, entertainment and tourism centre on the Gold Coast of Queensland, Australia. Unlike other meter maids, who issue parking tickets to motorists when they overstay, Gold Coast meter maids put money into parking meters which might otherwise expire, preventing vehicle owners from incurring a fine. After the introduction of pay-and-display parking meters they took on the task of explaining to motorists how the machines work.

The Surfers Paradise meter maids were first instituted by entrepreneur Bernie Elsey in 1965, through the Surfers Paradise Progress Association, which was opposed to the introduction of parking meters by the Gold Coast City Council. The meter maids carried a gold bag of sixpences to top-up expired meters, thereby saving motorists from a £1 fine. The women left a card stating: "You have just been saved from a parking fine by the Surfers Paradise Meter Maids".

The activities of the meter maids were supposed to promote goodwill, but they were controversial because feeding parking meters was illegal. However the council decided to ignore the offence because the maids were providing such good publicity for the area. The first maid, Annette Welch, was disinherited by her grandmother for working in that way, but went on to marry the manager of a real estate firm in Surfers Paradise. Many women who worked as meter maids went on to have careers as models after the initial exposure.

At the outset, the maids' uniform was a gold lamé bikini and a tiara. That has now evolved into a gold lycra bikini and an Akubra hat — a traditional Australian bush hat. Maids usually have a sash emblazoned with "Surfers Paradise Meter Maids" or the like, and white knee-length boots are sometimes worn. Advertising is carried on the uniform to provide income. However the maids have had ongoing financial problems since the council forbade them from selling merchandise – including keyrings, calendars and "stubby" (beer bottle) holders — on its land.

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Wikipedia