The aptly-named Robin Hill has been appointed car park attendant on the Malvern Hills.
The aim is to crackdown on drivers who do not pay and display.
Malvern Hills Conservators decided to employ Mr Hill, from Storridge, after a car parking appraisal last year.
The study found that the Conservators were losing as much as £14,000 a year on unpaid parking charges.
As well as the new attendant, parking fines have been increased from £1.50 to £40, or £20 if paid within seven days.
Conservators' director Ian Rowat said the extra money raised would pay for general improvements and possibly a refurbishment of the public toilets at British Camp.
Malvern residents can buy a £2 concessionary pass, valid for a year. Regular visitors can buy a £25 annual pass.
The impact Mr Hill has on non-paying drivers will be examined by the Conservators in July.
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