In the latest issue of SCN magazine, we bring together insights from key industry partners who play pivotal roles within the shopping centre industry. Through an engaging Q&A, we delve into their strategies, challenges and innovations, offering a behind-the-scenes look at how they are navigating the complexities of this dynamic sector. Here we feature Lesley-Ann Horton, National Director, First Class Valet.
Tell us about First Class Valet and the role it plays in the industry?
We work across many industries, but retail and shopping centres have always been an important industry to us. One of the key aspects of why Australian shopping centres are so successful is they offer customer experience and convenience, which is at the heart of our business – valet parking!
Right now, we’re at GPT Group’s Rouse Hill Town Centre and Highpoint, and we have worked with QIC’s portfolio of Eastland, Castle Towers and Canberra Centre and most other retail landlords.
We launched our services at W Hotel Sydney and Adelaide Airport sites this year adding to our Crown Sydney, Emporium Hotel Brisbane and Meriton portfolio, which is an indication of the comeback of our tourism industry.
Adelaide Airport, SA
We continue to diversify with a new site at Club York in the heart of Sydney’s CBD and Lendlease’s new VIP parking at Barangaroo Tower 1 carpark. Our car dealership client portfolio remains the strongest with thousands of car movements a day. It keeps our team busy!
Tell us about your current role and experience?
My current role is National Director, looking after staffing and recruitment, HR, business development and marketing.
I had my stint in shopping centres previously at AMP Capital Shopping Centres. Originally, I was in a very visible role supporting the managing director and leading a team of eight personal assistants, then moved into a commercial role looking after large media accounts. I understand how busy it can get, and how stakeholder relationships are so important to get things done.
What excites you about FCV and how is the business evolving?
What excites me is being recognised as the best premium valet service available in Australia and offering new products to the market, and our team!
We started with just event and pop-up valet services. Shortly after, we discovered that long-term contracts were what our clients wanted, so we could use our expertise to take care of their entire valet parking operations.
We’ve launched new products such as our paperless valet technology as a stand-alone product, the First Class Valet training academy, as well as staffing and recruitment.
I love that as a business owner, there is no red tape. While we have stringent standards and processes, we can also pivot where needed to cater to our clients’ needs. Sometimes, it is all-hands-on-deck – no one is too good to roll up their sleeves and work the driveway or open car doors. Beyond dynamics, our steep growth path has been an exciting, emotional and wonderful journey.
Working with airports, office, hotels as well as retail, what are some of the similarities you see?
All industries want customers to spend less time parking and more time spending. This is especially the case with the retail and airport industries. Both understand the importance of the customers’ experience before and after shopping and travelling, leaving a lasting impression and building advocacy.
Convenience is vital for the average time poor person today. Across all demographics no one wants to spend time looking for parking.
All industries are finally realising the commercial opportunity of offering a valet service and how this can encourage customers to visit or depart more easily, leaving a positive lasting impression. Commercialising parking spaces with a service is what makes valet parking so unique and valuable to our clients.
What innovative solutions are you implementing to enhance the customer experience?
Our SMS valet technology is paperless and seamless. We are the only Australian licence holder of this product, and customers (and clients) love it. The real magic also comes from the data and insights we derive from it and the almost instant reporting.
Technology is driving good, fast and convenient service. Consumers are very tech savvy. However, we have a contingency plan for those struggling with it. Some customers love the traditional paper, but the use of smartphones is becoming the norm for everyone.
Cars are very techy as well. Some vehicles allow the customer to track their vehicle documenting speed, location, internal and external surveillance. We cater to this by including this awareness in our training of valet attendants and what the consequences are if road rules or processes are broken. There is nowhere to hide, and our teams are made completely aware of this, which ultimately ensures a better experience for customers – and far fewer incidents.
In your opinion, what are the key challenges facing the industry today?
For the retail industry, the increase in online shopping is always a threat. However this means shopping centres must pick up their game and create purposeful visits. To encourage customer return and create the best service proposition, offering valet parking increases loyalty and visits. There’s nothing quite like personalised service.
There is the cost of living crisis as well and even some of our high-end customers are becoming more budget-conscious. We understand these factors. Although we do not set the prices of a valet service, we do ensure customers see value for their money through great customer experiences – encouraging them to use the service again and again.
How are sustainability and environmental considerations impacting your business?
It’s challenging to play in the sustainability space when you’re in the business of car parking. Global insights have a big role to play in this, as valet parking is more established in other countries. Valet parking allows for less circling of carparks, which significantly decreases the carbon footprint. Furthermore, assets can maximise the number of cars in their space, reducing the need to build more space.
How do you foster good relationships with landlords and industry partners?
We’re honest with our clients. We want the program to be a success. We advise landlords from the beginning of the best valet location for long-term results. We also address any complaints promptly. We aim to be transparent and align with our clients towards the same outcomes. There is nothing better than finding the best solution for each client, and working with our wonderful team every day. Gaining trust is important with our clients, it’s the quality and business integrity that gets us recommended time and time again.
Reflecting on past achievements, what are you most proud of?
Surviving the COVID-19 period as a business. We are proud we stayed the course and on strategy during a very challenging time for the industry. Since then, we have grown the team to more than 230 employees, something we are very proud of.
We were working with Scentre Group pre-COVID and had to scale up and down fast. It was earlier in our journey and was an excellent practice run at scaling up to work with Wilson Parking at Sydney Airport in 2022, helping them get their valet program off the ground.
You’ve moved from corporate roles to running your own business. What’s it like to be an entrepreneur?
It’s liberating, I love not having to deal with the corporate red tape (well, internally that is). Although I work a lot, I set my own pace and I understand we will only get out of it what we put into it. It has allowed (somewhat) a better work/life balance in many aspects and forces me to learn and grow every single day.
What is your favourite shopping centre, retail precinct or place?
This is a hard one. I am not much of a shopper, but probably Macquarie Centre. It’s fairly local, not too big, offers valet parking (even though we don’t run it), and generally has everything I need. I think I have a soft spot for the centre, as it was part of my portfolio when I was with AMP Capital Shopping Centres. I know it like the back of my hand!
Someone who inspires you and why?
My mother is my inspiration. Throughout her life she faced so much adversity growing up in South Africa, yet she was always graceful. When she was diagnosed with cancer, she fought yet again till the very end. Whenever I think I’m having a tough day, I reflect on her struggle and grace and realise, this is nothing compared to what she went through. Toughen up, princess!
We aspire to double in size in the next few years, yet still hold high-quality standards. I have my Mum saying in my head too, “Don’t change who you are, for anyone. Be your authentic self, always.” Such an important thing to remember and not to lose yourself in the success when you’re on a big growth path!
This exclusive Q&A feature is published in the latest issue of SCN magazine – premium members can view the digital magazine here.
