Preferred Parking service LLC?

I got a ticket recently for parking in the lot next to yum sushi, my dentist is in that plaza as well and I thought they would validate parking. I got a (fucking $85??!) ticket for not paying a couple dollars to park there for an hour. The ticket is not from the city of Asheville, it’s a private company (as far as I know) called preferred parking service LLC. Do I really have to pay this? What will happen to me if I don’t?