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La Costa Limousine co-owners Dale Theriot (left) and Rick Brown
Carlsbad, Calif. — The year was 1989. Pro-democracy movements were flourishing around the globe, a postage stamp cost 25 cents, Look Away by Chicago was the top song of the year, and La Costa Limousine opened its doors. After 30 years, La Costa founders Rick Brown and Dale Theriot recall the growth of the business with gratitude for the past and enthusiasm for the future.
Before opening La Costa Limousine, Brown owned a thriving mobile auto detailing business. He realized that his client base would also be an ideal target market for limousine service. Brown discussed his plan with Theriot, and they decided to go into business together. As Brown says, “This was the 80’s—running a limousine company was going to be fun.” And it was!
Starting with one vehicle, Brown and Theriot did it all—driving, answering the phones, maintaining the limousine, and marketing the business. After nine months, they had two cars, and by the next year they hired another chauffeur because they now had three vehicles. In his mind, Brown never expected to have more than five vehicles: That was the dream.
Word got around about the excellent service La Costa provided, and the late 1990s saw a huge leap in La Costa’s operations. They went from four cars to 18 in a short time period.
“It can be hard to operate as a 12-15 car business, but we were able to fly through those potential growing pains,” explains Brown. “We landed the Dav El account, which brought us a lot of business. We had stretch limos running to Los Angeles and back all day long and on the weekend, seven days per week. Our per car revenue was incredible.”
By 2005, La Costa was recognized by major industry awards, but every business faces challenges, and the financial crisis of 2007-2008 hit La Costa hard, as it did just about everyone in the industry. La Costa weathered the tough times and adapted to stay financially strong. Today, the company has 60 vehicles and 130 employees serving all of San Diego County, Los Angeles, Southern California, and nearby states such as Arizona.
“At Commonwealth, we’ve been working with La Costa Limousine for over 15 years. Their service is absolutely flawless, and their staff is a pleasure to work with. We consider La Costa to be an all-around top-notch partner to Commonwealth,” says Commonwealth Worldwide Chauffeured Transportation Global Affiliate Director Tami Saccoccio.
When Brown and Theriot look back at what enabled La Costa to thrive when so many companies have failed, they know exactly what has set them apart. They offer top-of-the-line service and have never tried to be the cheapest, because people will pay for quality. No service provider can be perfect, but when something goes wrong, La Costa does whatever it takes to make it right. Brown says that they never wanted to be the biggest game in town, but because of their good reputation, they are now the busiest.
Thirty years in the limousine industry in California have given Brown and Theriot many memories and a lot of great stories. Brown recalls the client who lived at an exclusive resort and booked limo service every day to do her errands—including trips to Target so she didn’t overpay for socks at the resort! Another client booked a limousine to take him and his dog from San Diego to Toronto for a family reunion: all told, the round trip took two weeks for him and his dog.
Brown and Theriot are grateful for the opportunities and the success they have had, so they give back to the community and their employees. La Costa donates regularly to charities and fundraisers. Their special passion is the Make-A-Wish foundation, and they have been honored to provide more than 2,500 rides for deserving children. Brown and Theriot are proud of the many employees who have worked for La Costa for a long time, including two office staff members who have been there for over 20 years.
As they look to the future, Brown and Theriot have some exciting plans, but more than anything, they intend to keep providing the stellar service that has built their reputation. They are careful to make decisions that will play to their strengths, serve their clients well, and set them up for many more decades of success.
Visit
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Hermes Worldwide Transportation President Jorge Sanchez
Denver — Hermes Worldwide Transportation President Jorge Sanchez was inducted into Colorado Meetings + Events’ Hall of Fame as Best Supplier. Each year the magazine selects a group of professionals from around the state who are recognized for their unique contributions and dedication to the meetings and events industry. Sanchez was one of seven individuals recognized by the publication’s editorial advisory board.
Since Sanchez founded the company in 2007, Hermes has established itself as a well-respected ground transportation operation, which offers a full-service fleet ranging from sedans to motorcoaches as wells as event planning services. In addition to the Hall of Fame honor, Hermes was also a runner up for Meetings + Events Best Transportation Provider for 2019.
Sanchez is proud to be included in the Hall of Fame, especially since Hermes is the first chauffeured ground transportation company to be recognized in the category.
“I feel very honored that our company was the first in our industry to win in this category; it makes it even more special. The award is a testament to the hard work and dedication our team exhibits every day. I am very proud of what we have accomplished but at the same time I feel like we still have an exciting journey ahead of us.”
The operator has big plans in place to establish itself as a pre-eminent transportation provider, while continuing to grow within the meeting and events space.
“The commitment that meetings and events industry personnel make to pull off the impossible never ceases to amaze me,” says Sanchez. “I have never been associated with a more committed group. The attitude is never ‘no’ it’s always ‘let me see what I can do.’ The meetings and events industry always manages to bring calm to the chaos.”
Visit hermesworldwide.com for more information.
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One of AWG Ambassador’s new 2019 Grech GM40 luxury buses
Las Vegas — AWG Ambassador has announced the addition of 10 new 2019 Grech Motors GM40 executive luxury buses to their fleet. Each of these 37-passenger vehicles offers first class styling, high-end comfort, and premium amenities. This latest transaction continues a long-time relationship between the operator and the builder.
“I was the first in Vegas to buy a Grech limo bus, and we based our business on that for a while,” says AWG Ambassador President/CEO Alan Waxler. “We’re a unique breed here in Vegas because limousines are still an important piece of the business. But I was trying to find a ‘new pond,’ as there are a lot of fishermen in the same pond—particularly since the Uber phenomenon.”
Realizing that the company displayed particular strengths in transportation management and group transportation, Waxler was looking to introduce new group transportation product into the Vegas marketplace. He discussed his concept with Grech Motors Founder Ed Grech, who then customized his company’s GM40 mid-size coach to meet the needs of AWG and its client base.
“We started taking delivery in November 2018, and started letting our hotels, DMCs, and corporate clients know,” says Waxler. “Everyone loves them. They’ve been well received.”
AWG Ambassador Director of Sales Christine Backman points out that their clients have been impressed with the vehicle’s sleek lines, LED accents, plush luxury leatherette interior, retractable leather seating, panoramic front view window, and USB power outlets at every row, as well as an ample luggage storage capacity.
Interior of the 2019 Grech GM40 mid-sized coach
“The GM40 is go-to for event and meeting planners,” she says. “This bus will ‘wow’ your guests and make a lasting impression for any corporate charter or leisure occasion.”
With the addition of these executive mini-coaches to the company’s fleet of more than 100 vehicle, AWG now has the capacity to move more than 600 people around the Las Vegas area, whether it’s to casinos, golf courses, meeting sites, or airport runs at any given time. As a preferred provider for many of the city’s notable hotels, Waxler sees the GM40 as particularly advantageous to his market.
“One of the nice things about these 37-passenger buses is that these vehicles are allowed to pick up and drop off at the front doors of the hotels, while larger buses have to go to the tour lobby. You don’t get the full effect of the arrival if you have to go to the back door,” he laughs.
While Waxler is happy with the positive impression that his new Grech luxury buses have made on his clients, he is especially pleased with the relationship he has fostered with the vehicle’s builder over the years.
“It’s nice to have a guy like Ed Grech in your corner,” he says. “He assisted us with the process of getting into these buses, and stands behind his product. He’s proud of it. You can’t ask for much more.”
Visit awgambassador.com for more information.
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