Joe’s Auto Parks rolls out “Joe’s Knows,” and launches an integrated marketing campaign for DTLA – and beyond.

LOS ANGELES, CA – For over 50 years, Joe’s Auto Parks has been the undisputed preeminent parking operator for Downtown Los Angeles, providing over 90 parking locations for residents, businesses, and visitors alike. In fact, one can hardly travel a single city block without passing at least one of the iconic Joe’s “bull’s eye” logos just outside of a garage or surface lot.

Proof positive that Joe’s knows a thing or two about parking.


But what makes Joe’s unique is its community-focused mentality. With a deeply rooted history in DTLA dating back to the 1960’s, Joe’s Auto Parks has been a major contributor to the city’s rebirth and continues to be an active participant in the revitalization movement of LA’s historic hub of commerce and entertainment – dedicating time and resources to the betterment of the city as a whole.

And so it came as no surprise that after decades of DTLA-focused growth, an ambitious plan was rolled out to expand the brand nationwide. Through the collaboration of various partnerships, the development of state-of-the-art parking facilities, and the active participation in city-wide community events and programs in multiple sectors including airports, transportation, hospitals, office buildings, stadium & events, municipal contracts, hotels & restaurants and residential & retail, Joe’s set its sights on taking its unique brand of community-focused parking to the next level.


Dreamentia launched the Joes Knows campaign to strategically position Joe’s as an integral part of DTLA history and their role in the fabric of city-life culture. And with the assistance of Dreamentia’s extensive communication efforts, Joe’s partnered with numerous popular destinations, including The Regent, Los Angeles Theatre Center, Bottega Louie, and the L.A. Auto Show, providing not only event parking and premiere shuttle transportation services, but also location-specific promotions and the added convenience of online parking reservations.

Joe’s continues to aggressively renovate and upgrade lots and garages throughout the city. With the re-opening of the 990 W. 8th street parking facility – a convenient neighbor to DTLA’s financial district and only minutes away from Staples Center and L.A. Live – Dreamentia implemented heavy marketing initiatives that included an extensive outreach program to promote the beautiful amenities and additional convenience of the Joe’s renovated lot. With the help of Dreamentia’s extended efforts, Joe’s was able to fill the newly, opened parking facility to 100 percent capacity with corporate and monthly accounts, within a month of the grand opening.


Already a partner with many DTLA landmarks including, Hotel Figueroa and Ace Hotel, Joe’s has recently added a new partnership with the refurbished and stunning Clifton’s Cafeteria, to provide late-night valet parking for the legendary venue. Clifton’s, brought back to life by The Edison’s visionary creator, Andrew Meieran, has quickly become one of DTLA’s most respected and important renovations in the Bringing Back Broadway initiative, of which Joe’s is proud to contribute as part of the Planning & Transportation Committee.

An ambitious 10-year plan to revitalize the Historic Broadway corridor in DTLA, Bringing Back Broadway is an initiative spearheaded by Los Angeles City Councilmember José Huizar, and supported by hundreds of local businesses. Under the initiative, the area has already experienced a surge in new retail and restaurants, and is becoming a focal point for creative office and boutique hotel development with city policies aimed at creating flexibility for the reactivation of upper floor spaces. In celebration of Bringing Back Broadway’s 8th Anniversary, Night On Broadway is a free, multi-cultural entertainment program for all ages to experience. The evening event will take place on January 30th, 2016 on Broadway between 3rd Street & Olympic in DTLA. Joe’s Auto Parks is a proud, leading sponsor for the highly anticipated event, providing over 20 of their 90+ parking locations.


Acknowledging Joe’s continued growth throughout 2015, Joe’s has worked diligently on the user experience for their online website. To respond to increasing production challenges, with as many as 800 filming days a year in the Arts District alone, Joe’s is building out a new Film tab feature that will list the best locations to film for commercial, seal shoot or feature film with varying capacities of 30 to 300 spaces.

With the successful launch of Joe’s reservations page, which sought to address the issue of time wasted and eliminate the hassle and search for parking, Dreamentia’s comprehensive marketing strategy will continue into 2016 to promote the valued convenience of online parking reservations for the conventional DTLAist and will eventually be implemented across all locations throughout the country.

Joe’s knows. And Dreamentia is focused on ensuring Joe’s remarkable growth will only continue to expand with refreshed, vigor and vitality for the upcoming year ahead and beyond.

Joes Knows Cliftons
Joes Knows Artwalk
Joes Knows Historic Core