This month, TPN’s Parking Professional Spotlight shines on Joaquin Rojas, Director of Parking and Transportation for Bal Harbour Shops in Miami, Florida. Joaquin began his career in the parking industry in 2003, at just 17 years old, while finishing his last year of high school. His first job was as a cashier for Standard Parking at Jackson Memorial Hospital in Miami. 

​

Joaquin graciously took the time to answer some interview questions for this month’s article, and I’m excited to share his insights, which are rich with experience! 

​

Having been in the industry for over two decades, we were curious to hear Joaquin’s perspective on how the industry has changed over time. His response will likely resonate with many parking professionals today: 
“The biggest change is definitely technology. When I first started, I was part of a fifty-person team managing five parking facilities with over 4,000 spaces. I’m confident I could now manage that same location with fewer than twenty people. We’ve gone from parking tickets to QR codes, and from gate arms (which are still around but optional) to license plate cameras for parking enforcement. The biggest change for me came in 2017 when Flash Parking introduced the Operations app, allowing me to manage my facilities remotely from anywhere in the world.” 

​

Asking for a fun story is always a favorite part of our interviews, and Joaquin certainly has plenty. He said, “I could write a book full of stories,” but he shared his favorite one with us: 
“The Miami Marlins were moving to a new stadium, and I was recruited to manage the parking garages by Victor Rosario, who has been the biggest influence on my parking career. 
Before the season started, there were doubts about whether the garages could meet the demand for parking. There was a lot of pressure on us to ensure this wouldn’t be the case. Along with Mike McKeon, the Director of Parking for the Marlins at the time and a good friend, we conducted several studies, including a count of available parking spaces within walking distance of the stadium. We determined that we had about 7,000 spaces, both onsite and offsite. We worked 16-hour days for weeks preparing for Opening Day. 
On the big day, we executed the parking and traffic plan so efficiently that 90% of fans were inside the stadium 10 minutes before the first pitch. I felt relieved and thought I had it all figured out… until Day 2. The signage wasn’t ready, the VMS were improperly placed, and the staff was unprepared—it was a nightmare. I remember sitting in the office, feeling dejected, when Mike walked in and said, ‘Keep your head up, we’ll get them tomorrow.’ That moment mentally prepared me for the rest of my career. It reminded me to work hard until the job is done, and from that point on, I never took a project lightly.” 

​

Joaquin has held various positions since he first entered the industry in 2003. He started as a cashier but has since worked as a valet, supervisor, manager, analyst, and now president of his own company. While he didn’t initially set out to build a career in parking, like many in the industry, he developed an unexpected passion for it. TPN was curious about how Joaquin has adapted to the different roles throughout his career, and he said, “Adapting to these diverse positions has certainly been challenging at times, but it’s allowed me to develop a deep understanding of this field.” He also emphasized something TPN believes has become somewhat of a lost art in the parking industry—having a mentor. Joaquin is “grateful to have had excellent mentors along the way, who have guided and supported” him. 

 

When we asked Joaquin to share his proudest accomplishments, he had much to say: 
“I’m proud of many achievements, from starting as a valet to owning my own consulting business and becoming Director of Parking for a top U.S. shopping center. I have a knack for quickly identifying areas for improvement in parking operations. For example, at Bal Harbour Shops, I implemented Parker Technology in my first year, saving approximately $60,000 annually. That same year, I brought valet operations in-house, increasing volume by 20% and revenue by $150,000. However, my most significant accomplishment is the lifelong friendships I’ve formed—friends I consider family.” 

​

At TPN, we love talking parking, but we also enjoy learning more about industry professionals on a personal level. Outside of work, Joaquin enjoys simple pleasures like beach days and traveling with his wife, Monica, and their two children, Noah and Leah. Joaquin attributes his success to his parents, who immigrated to the U.S. in 1987. He is “forever grateful for their courage and sacrifice.” They instilled the value of hard work in him and his four brothers, all of whom ended up building careers in the parking industry. 

 

Joaquin’s journey through the parking industry is a testament to the power of hard work, mentorship, and a willingness to adapt to change. From his humble beginnings as a cashier to becoming the Director of Parking for Bal Harbour Shops, Joaquin has made a lasting impact on the industry. His insights and experiences are an inspiration to all of us in the parking profession. We look forward to seeing what the future holds for Joaquin and wish him continued success in his career. Thank you, Joaquin, for sharing your story with us!