Luxury Coach & Transportation

March 2015

Magazine for the professional limousine, charter and tour industry.

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62 LIMOUSINE, CHARTER & TOUR MARCH 2015 WWW.LCTMAG.COM The seven-vehicle feet has recently partnered with a private charter jet company, MySky Entertainment, to bring a high standard of luxury VIP service to the Boise River Valley area of Idaho. Idaho Town Car Takes To The Skies By Tim Crowley, LCT senior editor Industry inspiration: Idaho Town Car started in mid-2013, inspired by an incident when owner David Talant ar- rived home at the Boise airport early in the morning and could not get a taxi or Town Car. Seeing a market need, he be- gan the chauffeur service with a diverse feet, mixing vintage cars with stretches, sedans, and a party bus. Start-up costs and methods: Talant soon became acquainted with Rudy Martin, who ran a local private plane charter business MySky and had a zeal for mar- keting. Seeing an opportunity to work together, the two merged under MySky Entertainment, and are now specializ- ing in VIP package services. The Idaho Town Car brand continues to operate under its old name, but Martin has taken over operations. "We basically saw each other's strengths. I had more of an ag- gressive marketing campaign in mind, and felt we could do well offering this kind of combo VIP service in the area." Client types: Clients for Idaho Town Car consist of locals in Boise going to wine tasting events, weddings, concerts, and also for corporate travel to the airport. They also get clients from out of town fying into the city for events. For clients fying out, MySky includes chauffeur service in special VIP fight travel pack- ages that often include trips to Salt Lake City, Las Vegas, New Orleans, and Los Angeles for sports and special concerts. MySky will open a satellite offce in New Orleans in 2015. Marketing strategies: "Out here in Boise, it's virgin territory for VIP services and concierges," Martin says. "We bundle our limo services with nightlife, dinner, and romance packages, and have part- nered with the hotels and restaurants. We really focus on customizing our services for the client. Whatever they want, we can do." Unique approaches: "I go by the adage of, if you don't have a market, then build your market," Martin says. "If there's not an event for VIP clients, then we're go- ing to build an event." MySky Entertain- ment has partnered with many large theater venues and halls in the area and organized theme parties for New Year's and various holidays, with motifs ranging from 50 Shades of Grey to The Great Gatsby and more. Fleet growth: Idaho Town Car was es- tablished with a feet of three vehicles, and with its growing popularity added one vehicle every few months. As busi- ness demand increases, Martin plans to add two more stretch limousines to the feet in 2015. SMALL FLEET BUSINESS I MARCH 2015 FASTFACTS IDAHO TOWN CAR (OWNED BY MYSKY ENTERTAINMENT) LOCATION: Boise, Idaho FOUNDED: 2013 MAIN SERVICE REGION: Boise River Valley area VEHICLE TYPES: Vintage, sedans, stretch limousine, party bus FLEET SIZE: 7 EMPLOYEES: N/A ANNUAL REVENUES: N/A WEBSITE: CONTACT: (208) 871-6900 Future plans: Martin says he would like to focus on growing his affliate net- work and extending his VIP services to markets across the U.S. Client referrals: Most clients are gained through face-to-face marketing and sales efforts. "We have a professional promotional team that goes out to hot spots around the city and educates the young professional crowds on our services, and we have an outside sales team that pursues the private airports while also setting up meetings with ven- ues like golf courses, restaurants, and theaters for partnership opportunities." Business likes: "I like being able to up the level of service offered to this area," says Martin, who grew up in Boise, but learned his skills in VIP service in the Las Vegas valet industry. "The area is screaming for this kind of door-to-door luxury service. We can combine the plane and vehicle service, and with our many partnerships with event venues and attractions, we can really offer a great experience for our customers." 1. A Diamond D Jet similar to one MySky Entertainment recently acquired for its private jet service. 2. A vintage 1957 Bentley S1 used for Idaho Town Car's weddings and special events services. 3. Idaho Town Car's most recent feet addition, a white 2014 MKT Town Car stretch. 4. New owner Rudy Martin started out giving friends local rides in small airplanes, and turned it into a business. After partnering with Idaho Town Car, Martin is managing the growth of the new MySky Entertainment's VIP package services, specializing in luxury chauffeured air and ground travel. 1 2 3 4

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