E50: Today, Tomorrow & Tomorrowland - Keith Jones on Integrity, Technology & the Future of Parking

In this episode, host Brian Wolff sits down with Keith B. Jones, Chairman and Owner of ACE Parking - the largest family-owned parking and mobility company in North America. Founded in 1950 by Keith’s grandparents in San Diego, ACE Parking began as a dirt lot charging 25 cents for a parking spot. Today, the company operates across the country and stands as one of the most respected organizations in the industry. Keith shares his journey beginning with an early interest in customer experience. From directing traffic in stadium parking lots at 10 years old to leading ACE for more than two decades, Keith has a lifelong fascination with parking. The conversation shifts to servant leadership, defining and living by true integrity, navigating technological disruption, and balancing innovation with the long-term responsibility of a family-operated company. Keith leads ACE Parking by effectively balancing future ambition with current realities, while ensuring ACE Parking remains a strong pillar of the San Diego and other communities. Episode Highlights [02:45] ACE Parking’s origins beginning with a dirt lot to a national mobility company. [06:30] Keith’s first job in parking: directing traffic at an NFL stadium as a child. [10:30] Learning servant leadership while navigating the challenges of joining a family business.[15:00] How ACE evaluates technology partners and the importance of long-term commitment. [18:00] The importance of building a “long road play” organization focused on stability and integrity. [21:00] Early innovations that transformed operations down the road [36:00] The “Today, Tomorrow, Tomorrowland” framework [41:00] AI’s impact on parking and how technology must enhance, not replace, the human experience [46:30] What separates companies that will survive the next decade and those that won’t. [53:00] The story behind ACE Parking’s “Park for Pink” program and the personal journey that inspired it. #parkertechnology #parking #cx #harderthanitlooks #podcast #aceparking