Tell us about how Privé Parking started. What inspired you to launch this business?

It really started when I was in college at UMass Dartmouth. I was living on campus and looking to make some money on the side, so I applied to work as a valet parking attendant. I loved it right away. The tips were good cash, but what really drew me in was the people and the energy of the work. I did it through my junior and senior years, and over that time I built a real identity around it; I became known as “Ricardo the valet.” 

After I graduated, I took a corporate job, but I only lasted about six months. What changed everything was a call from a friend who told me that customers were still asking about me at the places I used to work, and that I should start my own company. That stuck with me. I started staying late at the office, researching how to start a business, and one evening when I left, I decided I was never coming back. In 2012, I bet on myself and founded Privé Parking, starting with valet and going restaurant to restaurant to offer my services. From there it grew into the full range of services we offer today: valet parking and garage management, shuttle service, livery, traffic control, and consulting.

What is special about what Privé Parking offers?

Our approach is people-first. We don’t believe in one-size-fits-all solutions. Every client has different goals, whether they’re a neighborhood restaurant, a luxury hotel, a hospital, a sports venue, or a major event. We take the time to understand their needs and build customized solutions that enhance both operations and the guest experience.

Just as important is how we do business. At Privé Parking, we intentionally partner with minority-owned, veteran-owned, and other local small businesses because we believe success should create opportunities for others. We’re committed to investing in local communities, creating jobs, and building partnerships that have a lasting impact.

How did you hear about BEI?

I first heard about BEI through a member of my community during the COVID-19 pandemic. It came at a critical time, and that personal connection is what introduced me to the program and everything it had to offer.

What was the BEI experience like for you? What did you find most beneficial?

The experience was extremely beneficial. More than anything, BEI helped me keep the company running through COVID-19, a period when so many small businesses were struggling just to survive. The guidance and support I received during that time made a real difference in helping Privé Parking stay afloat and come through it intact.

Tell us how you landed the FIFA contract. How did you get connected with the organization?

It really grew out of visibility and relationships. After the NAACP convention that took place here in Boston, we earned some media attention, and that exposure helped put Privé Parking on the map for larger opportunities. We ultimately connected with the FIFA organization by working with one of their corporate sponsors. So while it was a major contract, it came about the same way most of our biggest opportunities have: through our reputation and the relationships we’ve built, rather than a cold application.

What set Privé Parking apart in earning this contract?

What set us apart is that we’re competitive and we deliver consistently high-quality service, and just as importantly, we track that quality closely. We don’t just promise good service; we monitor and measure it so we can prove it and keep raising the bar. For an event of this scale, the organization needed a partner they could trust to perform reliably and hold a high standard every single day, and our track record and our attention to service quality gave them that confidence.

What’s the nature of the work you did for the World Cup?

Our work for the World Cup was shuttle service. We were responsible for getting all of the corporate sponsors and executives to the stadium, as well as handling transportation for the activation day held before the game days. A big part of the job was logistics and timing, making sure the right people got where they needed to be, on schedule, so everything ran smoothly from start to finish. At the scale of a World Cup, those details mattered enormously.

What was the World Cup experience like? Any interesting anecdotes you can share?

It was an amazing experience. One of the best parts was the opportunity to meet and connect with people from all over the world. Like anything at this scale, there was pressure and a learning curve. In the beginning, we were still working to understand exactly what was needed, and we hit a few bumps in the road. But after a couple of weeks we found our rhythm, and by the end it was great.

Did what you learned through BEI help you in earning this contract and/or executing the work?

Yes. What I took away from BEI helped me most with preparation and with bringing a team together. Executing work at this level depends on thorough planning and aligning a group around a shared standard, and those are exactly the areas where the lessons from BEI supported me.

What advice or lessons would you share with other small business owners who might be considering a program like BEI?

I’d tell any small business owner that a program like BEI is a real opportunity to grow. What makes it valuable is that it gives you the space to be vulnerable, to be honest about where your business needs help, and then it supports you as you learn and grow from there. BEI is there to help you grow, and if you’re willing to be open and put in the work, it can make a genuine difference for your business. My advice is to take advantage of it.