A custom-built stretch Lincoln-style golf cart helps James Limousine of Richmond, Va. promote its brand at local AA baseball games.

RICHMOND, Va. — James Limousine has found a way to provide a useful service at the ball park while getting across the idea that a big limousine is the best way to go.

The company bought a custom-built “stretch” golf cart earlier this year to ferry around fans of the Richmond Flying Squirrels AA baseball team at home games at the Richmond Stadium. The cart is ideal for seniors, disabled spectators, expectant mothers, or families with small children who must walk a long way from outlying parking areas, said Randy Allen, owner and vice president of James Limousine.

“The stretch golf cart is meant to be reminiscent of a luxury car service with the dash panel, front grill, and wood grain look of the Lincoln Town Car,” Allen said. “Our idea was to use it as a promotional tool with the local AA baseball team. We had used a stretch limousine with a moon roof to go out on the field with different promotions.” The $14,000 cart, built by Kustom Karts of Chesterfield, Va., has a custom made front-end.

Allen estimates that with an average of 6,000 spectators at 72 home games this season, the golf cart stretch will create a branding impression attracting more than 300,000 eyes from the stands. “We’re getting anecdotal stories of people seeing it and mentioning it to us,” Allen said.

The cart also is used as part of a game show between innings based on the Cash Cab game show on the Discovery Channel, where riders must answer questions live while riding around in the cart.

James Limousine, which runs a 26-vehicle luxury fleet serving areas from Charlottesville to Hampton Roads, also uses the Lincoln-style golf cart for sponsorships at golf tournaments. The operational cost is partially offset by renting it out to wedding parties.

For weddings, the logistics of many venues results in guests who have a long walk from a parking lot to the ceremony site, such as at vineyards and parks, Allen said. “We can offer a shuttle to people who need assistance.”

— Martin Romjue, LCT editor