I find it hilarious that the director of the Burbank Airport would complain about the fact that more people are dropping off passengers instead of using the parking structure.
As bureaucrats have a tendency to do, they raised the prices to make up for lost revenue, instead of lowering the prices to attract more business, like the private sector would.
At $31 per day for short-term parking, it's actually cheaper for me to hire a cab to drop me off and pick me up than to park there on a one-day trip (I live 5 miles from the airport). The same for long-term parking, if the trip is longer than a couple of days.
Lower the prices to something reasonable, then watch the parking structure and lots fill up.