This paper explains how a real problem was solved on willingness to pay and the effect of pricing policy for an underground car park in the town of Santon ˜a in Cantabria, Northern Spain. It forms part of the studies performed by the local authorities for the construction project and for the tendering of the concession for the underground car park. Santon ˜a is a coastal and tourist town (Figure 1) of less than 3000 inhabitants, the population multiplies during the summer due to tourism and it also has quite a significant fishing fleet.