Management Team
James V. LaRocco, Managing Partner, has over 47 years experience as a senior executive specializing in Parking, Transportation, and Consulting Management that covers all aspects of parking/transportation management and development. Jim is qualified in corporate acquisitions, contract negotiations, construction planning and advising, bond financing and operations management. As an innovative leader, Jim participated in developing several technological advancements in cooperation with equipment vendors now commonly used in the parking industry such as license plate inventory systems, automated credit card exit lines and monthly parking management systems. He continues to support utilizing technology to improve the audit trail and streamline parking revenue controls.At one point in Jim’s career, he oversaw the North American parking and related transportation service group as Executive Vice President and COO for a major parking firm encompassing 600 contracts in the United States and Canada. During his career, he has handled parking and transportation projects throughout the United States, as well as in Canada.
Jack R. Santa, a founding Partner with the company, has served as an executive with a national parking firm during his more than two decades in the business. He has handled various airport transportation management contracts, including: four consolidated car rental bus operations (Cleveland, Dallas/Ft. Worth, Albuquerque and Houston Intercontinental); employee shuttle and public paid parking facilities located both on-and off-airport; airport operations area (AOA) airline commuter/international passenger shuttle; and inter-terminal busing operations. At one point in Jack’s career he was responsible for overseeing a fleet of more than 150 shuttle buses and 400+ employees serving eleven separate airport transportation contracts. He holds a Bachelor of Business Administration degree from Cleveland State University.
Steve Long's experience in the parking industry includes more than 30 years managing parking facilities for leading national and local companies. Involvement over this period includes over a thousand facilities of all sizes and types, such as airports, office buildings, hotels, retail, mix-use projects, banks, restaurants, surface lots, self-service lots, valet, shuttle operations, major sporting and special events, municipalities and paring compliance systems. Mr. Long has provided consulting services for numerous clients from the initial planning stages of a parking facility to the review and revision of existing programs. These include Denver International and Salt Lake City International airports as well as building owners such as Equity Office Properties and CB Richard Ellis. He has been active in promoting higher technology in the parking industry and has been on the cutting edge when trying new and better ways to enhance revenue control. Currently Mr. Long is serving as president of the National Parking Association. He has been involved in the NPA for over 25 years serving on the board of directors for over 12 years. he is a strong proponent of increasing education among its members and providing scholarships to its member families. In addition, he has been at the forefront of fighting legislation adverse to the industry both on a local and national level.
Charles (“Chuck”) J. Cullen, CPP, CAPP recently joined Integrity Parking as Senior Associate. With 37 years of continuous service in the parking and transportation industry, Chuck brings to Integrity his expertise in parking planning and studies, management consulting, operation advisory services, financing analysis, revenue control, and expert services. In addition to earning an undergraduate degree from Xavier University in Cincinnati, he was the first individual to be recognized as a Certified Administrator of Public Parking (CAPP) by the University of Virginia and went on to become a Certified Parking Professional (CPP). Chuck is a member of the Parking Consultants Council.
John F. Becka joined the firm as a Senior Associate in early 2010. With a career spanning more than four decades, John has had direct oversight on hundreds of parking facilities of every type throughout the United States. He has established operations at airports, hospitals, urban centers and mixed-use facilities, originated shuttle and valet services, and instituted enforcement services at various downtown and airport curbside locations.
Early in John's career, he converted several small and mid-size airports from free to paid parking. As the need to control and offset operating costs rose, he assisted several hospitals and urban centers with similar conversions, including the City of Palm Springs, California. His first-hand knowledge of the potential difficulties incurred in this transitioning process provides Integrity an expert with skilled insight.
Dave Hurst, a Senior Associate of Integrity Parking, served 30 years with the Kansas City Aviation Department at the Kansas City International (KCI) Airport, before joining forces with Integrity. As a Senior Aviation Manager, Dave was responsible for all public and employee parking and transportation at KCI. Throughout his career he has handled and been involved with airport parking and transportation management. Dave was directly accountable for the direction, administration, budget and technical work in managing the Parking Services Division at KCI Airport. During his tenure he was involved with the construction and design of 3, 2,000 space multi-level parking garages, a new 1,500 space employee lot and transportation system, and a 15,000 space Economy Lot. He also oversaw the acquisition, takeover and rebranding of a 1,300 space off-airport parking facility. Mr. Hurst was responsible for the policies, procedures and controls for the accurate and secure collection of 44 million dollars in annual revenue and an annual operating budget of over 7 million dollars. Mr. Hurst also applies this specialized parking and transportation operations experience to solving strategic planning & consultancy service needs to airports.
