We recently connected with Jaden Lamar and have shared our conversation below.
Hi Jaden, thanks for joining us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.
When it comes to how we scaled Lux Valet, it wasn’t an overnight success. It was really about consistently going above and beyond for our customers. From day one, we focused on doing the little things that weren’t necessarily part of our job description. For instance, we’d help venues with tasks like bringing in inventory if they had a delivery, or even giving a guest a ride home if they needed it. We didn’t just park cars; we became an extension of the venue’s hospitality, helping coordinate with their staff and ensuring everything ran smoothly.
At first, we didn’t have all the fancy equipment or branded signage we do now. We started with basic toolboxes and those not-so-attractive orange cones. Over time, we upgraded to sleek white branded cones and real valet podiums. That evolution was all about learning by doing. We became more efficient and adaptable so that now we can set up a valet station anywhere in minutes.
Of course, there were twists and turns. We faced challenges like lost keys, occasional claims, and just the general learning curve of managing a team. I had to learn to set clear standards and protect our liability because while this business can be profitable, it can also go wrong if you’re not careful.
In the end, our strong Google reviews and reputation show that all those extra miles paid off. We’ve become one of the highest-rated valet companies in Georgia, and people know they’re getting a full-service, hands-off experience with us. That’s the real story of how we scaled up—just always doing more than what’s expected and learning as we grew.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Hi there! I’m Jaden Lamar, and I grew up in Atlanta, Georgia. I’ve always had a knack for numbers and did pretty well in school, which led me to start my first online business back in 2017 when I was just 17. Since then, I’ve launched several ventures, but Lux Valet is my first truly serious and passion-driven business.
I got into the valet industry almost by surprise. I realized that a lot of restaurants, hotels, and venues outsource their valet services to third parties. I’ve always loved driving and felt confident that I could provide a top-notch service. Plus, my family had connections with local restaurateurs, which gave me the initial confidence to pitch our services to them.
What we do at Lux Valet is more than just parking cars. We provide valet services for a wide range of clients—restaurants, medical offices, private events, and more. Sometimes we’re there to add a touch of luxury and convenience where parking is difficult or far away, and other times we’re simply there to make sure the entire guest experience is seamless and hassle-free.
What sets us apart is our dedication to that luxury experience. We’ve worked with some of the biggest names and hottest celebrities in Atlanta and beyond, and we understand what upscale clients expect. A lot of valet companies overlook the white-glove service aspect, but we provide a full-service experience that takes all the parking-related stress off our clients’ shoulders. We handle staffing, uniforms, claims—everything—so they don’t have to worry about a thing.
I’m most proud of the reputation we’ve built. We’re one of the highest-rated valet companies in Georgia, and that comes from always going that extra mile—literally and figuratively. We take pride in being more than just a convenience; we’re a luxury touchpoint that makes every venue look good and every guest feel special.
That’s a bit about me and Lux Valet. We’re here to bring a premium valet experience to any place that needs it, and we’re proud to be the team that lets our clients focus on their events & establishments while we take care of the rest.
How did you put together the initial capital you needed to start your business?
Starting Lux Valet was actually a pretty straightforward journey in terms of funding, and that’s one of the things I love about the service-based business world. We didn’t need a huge amount of initial capital. Essentially, all we had to invest in upfront was forming the business entity, getting a simple logo and some shirts printed, and putting together a basic website. That only ran us a few hundred dollars.
From there, the great part was that we didn’t have to buy any major equipment until we actually had a client say yes. Once we landed our first client, we invested in what we could afford at the time—which was basically just a regular toolbox as our “valet podium.” It got the job done for those first couple of years until we upgraded to more polished equipment.
The story of our funding is really a story about starting lean. We focused on hustling, getting clients first, and only then spending money on what we needed. That’s the beauty of a service-based business: you can start small and scale up as you go.
Do you have any insights you can share related to maintaining high team morale?
When it comes to managing a team and keeping morale high, my biggest piece of advice is to start with strong foundations. It’s crucial to have your standard operating procedures (SOPs) and systems in place from the get-go. That way, when you bring new people on board, they understand the company’s standards, mission, and vision right from day one. You want your team to be more than just people doing a job; you want them to be aligned with your company culture and values. That alignment helps ensure they represent your brand well even when you’re not there.
Another key to maintaining high morale is to make your workplace somewhere people actually like coming to. I know that at the end of the day, it’s a job and not everyone loves going to work, but we try to create an environment where our team can have some fun, meet great people, drive nice cars, and work at some fantastic venues. We work outdoors, so we take care of our team in all weather conditions—whether that means providing hot hands, heating machines, warm gear in the winter, or cold water in the summer. Sometimes we’ll treat the team to pizza after a tough day or give out little bonuses and recognitions, like our “Par-King” award for outstanding work.
In short, morale comes down to showing your team they’re valued, making sure they’re aligned with your culture, and creating a workplace where they feel supported and motivated. When your team’s happy, they’ll deliver the kind of exceptional service that keeps your business thriving.
Contact Info:
- Website: luxvalet.co
- Instagram: @luxvaletco
- Linkedin: linkedin.com/company/luxvalet
