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Associate Locations
Kansas City
Los Angeles


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.

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.

Lee D. Shorts, Senior Associate – Technical Systems Consultant, joined Integrity Parking in 2012 and brings with him over 35 years of experience as President of a PARCS manufacturer with direct involvement in all facets of technology development, manufacturing, assembly, network systems design, channel distribution and enterprise project management. Lee has experience in parking system application specific development, PARCS feasibility studies and project Specification development, PARCS procurement & business acquisitions, contract negotiations, and construction planning in the United States, Canada, Mexico, Switzerland, France, Germany, Middle East, Venezuela, Ecuador and the Caribbean markets.

As a technology leader, Lee and his team developed several technological advancements in PARC'S lane equipment for network connectivity. Lee had partnerships worldwide in the development of the first I/O configurable universal lane controller, touch screen fee computer, nano-technology network and count system controllers, and the initial functional use of RFID (13.56mHz) access card with limited memory capability with partitioned technology for access control, parking, ski and the Universal debit card environments as a precursor to the electronic wallet concepts of today.

Lee's career has included providing systems, applications development and consulting support for clients such as the US Department of Defense, National Security Agency, LAX Airport, O'Hare Airport, Zurich Airport, Kansas City International Airport, Mexico City Airport, Indiana Toll Roads, City of Cleveland, Cleveland Museum of Art, VCU (Virginia Commonwealth University), City of Santa Cruz, and many parking authorities and parking operators around the world.

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.

John M. Clark – Prior to joining the Integrity team, John served ten years as the Director of the Department of Parking and Transportation at the University of Central Florida (UCF) in Orlando, Florida, and was employed over the previous nineteen years by a number of major national parking companies. He holds the professional certifications of Certified Parking Facilities Manager (CPFM) and Certified Administrator of Public Parking (CAPP).

John's parking and transportation career included stints in operations management at several major airports across the U.S. These included Portland, ME International Jetport, and Atlanta Hartsfield, Orlando, and Fort Lauderdale-Hollywood International Airports. He also oversaw multiple parking management contracts in numerous other locations such as Los Angeles and Sacramento, CA, West Palm Beach and Fort Myers, FL, and New Orleans, LA. His duties included supervising all facets of parking and transportation operations, as well as involvement in feasibility and development studies at several other locations around the country.

Prior to his parking career, John served on active military duty for twenty years which included eight years in the U.S. Air Force and twelve years in the U.S. Army. He retired with the rank of Chief Warrant Officer-Three (CW0-3). In addition, John has served as a Reserve Deputy Sheriff, Police Commissioner (elected), and has been employed as a Licensed Private Investigator.

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