Podcast EP 50 Rewind: Today, Tomorrow, and Tomorrowland

April 15th, 2026 | Blake Richmond

“Harder Than It Looks: Parking Uncovered” is our podcast that we use to facilitate connections and illuminate solutions to common problems within the parking and mobility industry. We aim to do so by highlighting the voices of experts in the space, discussing trends and forward-looking technological innovations, and providing professional food for thought. All in an effort to help one another get better at what we know is harder than it looks…parking a car.

Today, we’re rewinding and recapping Episode 50: Today, Tomorrow, and Tomorrowland

In this episode of Harder Than It Looks, 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 an living by true integrity, nevigating 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 enduring ACE Parking remains a strong pillar of the San Diego and other communities.

Key Takeaways:

  1. Family businesses are built on responsibility. Keith reflects on ACE Parking’s origins and the responsibility of leading a business so ingrained in a city’s fabric for generations.
  2. Innovation must balance vision with reality. Keith’s “Today, Tomorrow, and Tomorrowland” framework highlights the challenge of deploying technology with benefits today while still preparing for what may come.
  3. Technology is only as good as the people behind it. AI may automate operations, but trained humans remain essential to making technology work effectively.
  4. Integrity creates long-term stability. Keith emphasizes structural soundness to build organizations that can withstand disruption and continue serving clients.
  5. Culture and leadership shape the future of organizations. Companies must remain nimble, adaptable, and grounded to thrive in the coming future.

Meet Our Guest:

Keith B. Jones

Chairman and Owner of ACE Parking

Keith B. Jones is the Executive Chairman and Owner of ACE Parking, the largest family-owned parking and mobility company in North America. Founded by his grandparents in 1950, ACE Parking has grown into one of the most respected companies in the industry under Keith’s leadership. He has guided the company through two decades of growth, innovation, and technological transformation while maintaining a strong culture rooted in service and integrity.

Keith is also deeply involved in civic leadership and community service. He serves on several boards and organizations across San Diego and leads ACE’s charitable initiative Park for Pink, which supports cancer research and awareness programs nationwide.

    You Won’t Want to Miss These Clips:

    Episode Highlights:

    • ACE Parking’s origins beginning with a dirt lot to a national mobility company. [02:45]
    • Keith’s first job in parking: directing traffic at an NFL stadium as a child. [06:30]
    • Learning servant leadership while navigating the challenges of joining a family business. [10:30]
    • How ACE evaluates technology partners and the importance of long-term commitment. [15:00]
    • The importance of building a “long road play” organization focused on stability and integrity. [18:00]
    • Early innovations that transformed operations down the road. [21:00]
    • The “Today, Tomorrow, and Tomorrowland” framework. [36:00]
    • AI’s impact on parking and how technology must enhance, not replace, the human experience. [41:00]
    • What separates companies that will survive the next decade and those that won’t. [46:30]
    • The story behind ACE Parking’s “Park for Pink” program and the personal journey that inspired it. [53:00]

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