by Mike Sharkey
Staff Writer
Face it. Every time you see a limousine it’s nearly impossible not to wonder: who’s in there? Is somebody famous in town?
Perhaps the question these days is: who in the heck can afford a limo or town car?
Surprisingly, the limousine and luxury transportation business is doing OK despite the economy. Sure, some of the smaller companies are struggling. But, the area’s bigger companies seem to be holding their own and then some.
“We’ve had a good year,” said Jim Schneider, who owns Dana’s Limousine Service, Inc. on New Berlin Road. “We are 33 years old and have a pretty large customer following and base.”
Schneider acquired the company in 2005 and has added to the fleet and employee base every year. Currently, he has 50 vehicles of various types and 75 employees.
“We are the oldest limousine company in Jacksonville. It started with one car out of a garage,” he said.
In addition to limousines, Schneider owns town cars, sedans, vans, busses and a trolley.
“Business has been challenging this year without question due to the economic pressures that have affected all businesses,” he said.
Brian Sullivan has owned BTS Limousines for three years. Based out of Craig Airport, Sullivan says his success is based on adapting to the needs of his customers. Some of those needs are expressed, others are simply understood and applied over time, much to the pleasant surprise of the customer.
“The demographics of the business is changing significantly here in Jacksonville,” said Sullivan, who has been in the business for eight years overall. “The day-to-day use of sedan service is getting restricted.”
Sullivan explained that for years executives — especially from financial institutions — could hire luxury transportation companies to do anything from going to lunch to picking up customers from the airport and bringing them to meetings. However, due to restrictions under the Troubled Asset Relief Program, those types of expenditures are no longer permissible or expensable. Sullivan said the term “limousine” is specifically used in the TARP language.
As a result, Sullivan has shifted his focus to customer service. The hiring of a limo or town car or van is no longer just a fancy way to get around town.
“If you need a ride at 4 a.m. to get you to the airport, the last thing you need to worry about is if the car is going to be there,” he said. “We will provide a wake up if you want and if there are special requests for inside the car, we can accommodate. I have a certain client who likes Bailey’s Irish Cream on the rocks and another who wants Starbucks.
“When we create an account for you, we keep special notes you don’t see. For example, if a driver notices you like a special type of breath mint because he saw you grab a handful, it’s there next time. We keep notes on whether you like your bottled water at room temperature or ice cold.”
Sullivan also extends his service to the children of his clients that set up corporate accounts.
“If they (the kids) are ever in an uncomfortable position day or night, they can call. We will dispatch a chauffeur and pick them up immediately and there is no charge for the first time,” he explained.
While Schneider and Sullivan are making payroll and more, Diamond Limousine’s Kate Cronk is struggling to stay in business. The owner/driver has owned the company since 2000. She has been downsizing since and currently owns one limousine.
“This is probably my worst year since 2000,” she said, adding the struggles of the financial industry have trickled down to her business. “Corporations are holding back on their expense accounts. I still do mostly weddings. I do OK in prom season, but the kids are broke, too. Mom and dad aren’t buying them limos for prom anymore. Last prom season I had two parents who paid for limos.
“I still make a living, it’s just tight. I am hoping and praying it will turn around. My gut tells me it’ll be another 6-7 months before things turn around. The big boys are complaining, too.
“Business is never steady, never consistent. It fluctuates from month-to-month because it’s a luxury business.”
Schneider says there are several keys to his company’s success.
“We try to stay focused on what we do really well,” he said. “We always focus primarily on quality. We know we have the nicest cars, the cleanest cars and immaculately dressed drivers.
“I think it’s a consistency thing for us. You know what kind of quality you are getting. We stay consistent in what we preach and treat customers right. That’s important for repeat business.
“People still get married and they still celebrate 25th wedding anniversaries. We understand how important those occasions are. If you are going to spend $700, my job is to get that done no matter what and provide an experience you will remember. It’s not just a ride.”
Schneider also pointed out he hasn’t laid off any employees or downsized his fleet of vehicles. In fact, he has added to the staff and fleet. His Web site also includes a link to Visit Jacksonville with a listing of major concerts and athletic events through the NCAA men’s basketball tournament in March.
“Like anything, you have to provide good service and that’s what we preach every day,” he said.
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