White Limousines Work For Weddings In Paradise

Posted on November 29, 2011 by

Walker serves his wedding market niche with a fleet of 10 all-white stretch Town Car limousines that generate $2 million in annual revenues.
Walker serves his wedding market niche with a fleet of 10 all-white stretch Town Car limousines that generate $2 million in annual revenues.

WHAT HE DID BEFORE: CEO W. Denny Walker worked for a Japanese tour wholesaler in Honolulu providing land operations for tour groups.

WHY HE GOT INTO THE BUSINESS: “There was a strong demand for limousine service,” Walker says. His father was a missionary in Japan for about 17 years before moving the family to Hawaii in 1970. Travel from Japan to Hawaii was starting to take off during this period, and the Walkers discovered demand for their skill with the Japanese language. “My father was approached to perform some weddings for Japanese couples travelling to Hawaii, and we put together the services requested into a business. We required good limousine transportation for the wedding services, and it seemed like a fun thing to do at the time. We have served over 163,000 weddings.”

START-UP COSTS AND METHODS: “We put together about $16,000 by selling our private cars and maxing out our credit cards,” Walker says. Because there were no other options at the time, Exclusive developed its own scheduling software in the early 1980s and has continued to improve it over the years.

BEST MARKETING STRATEGY: Exclusive’s business depends on the relationships it has built with wedding and travel companies over many years. “We lean heavily on our reputation,” Walker says. “It has worked best for us to stay in our niche wedding market, staying away from the traditional limousine business of airport runs, proms, party charters, etc.”

BIGGEST MISTAKE: Expanding the business by getting into new ventures — a retail florist and restaurant — and not recognizing the right time to get out.

Denny Walker (far right) and his chauffeur team wear traditional Hawaiian leis at the the Ko Olina Marina.
Denny Walker (far right) and his chauffeur team wear traditional Hawaiian leis at the the Ko Olina Marina.

BIGGEST SUCCESS: Attracting and keeping good employees. “They have allowed us the longevity and ability to maintain some sanity on the roller coaster ride of running a small business,” Walker says.

UNIQUE APPROACHES TO CUSTOMER SERVICE: Exclusive keeps it simple. Its service policy is: “We will do everything possible to make our customers happy, sometimes to the extreme.”

ADVICE TO OPERATORS: Exceed the expectations of your customers and make sure you price correctly to cover your true costs. Focus on the service you provide, not the dollars. You must have happy employees if you want happy customers.

FUTURE PLANS: “Expanding the wedding market we service as the travel population from different countries grows, while staying in our niche of small weddings.”

Fast Facts about Exclusive Incorporated

Location: Honolulu, Hawaii
Founded: 1971
Owner: W. Denny Walker, CEO
Main Service Region: Island of Oahu
Types of Vehicles: 70-inch stretch Town Car limousines
Fleet size: 10
Employees: 15
Annual revenues: $2 million
Information: (808) 947-6358

View comments or post a comment on this story. (0 Comments)

More News

Reston Limousine Hires New Marketing Manager

Anna Wilkinson will spearhead several new projects to grow the Washington, D.C.-area company's outreach and public profile.

BusCon 2017 Has Plenty To Offer Limo And Bus Operators

If you're running a chauffeured transportation or motorcoach service, then you'll find more helpful resources at this year's expo.

Nominate Now (Yourself?) For People's Choice Awards

The awards at LCT East is your chance to be recognized by the industry for being an innovator, entrepreneur, or humanitarian.

Operators Air Out A List Of Leading Concerns

The Greater California Livery Association deployed a new format that got members talking about challenges and problems.

Lindsey Limousine Wins “Best Limousine Company”

The growing Hartford, Conn. operation scores No. 1 on two noteworthy local business lists.

See More News

Facebook Comments ()

Comments (0)

Post a Comment



See More

LCT Store

LCT Magazine - July 2017 $12.95 COVER STORY: * Why These Titans Work So Hard to Give it Away * *


Experience the three annual industry events for networking for business, showcasing vehicles and products, and getting the tools for success.

Read About Your Region

What’s Happening Near You?
Click on any state to see the latest industry news and events in that region.

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment


Work Truck Magazine

The number 1 resource for vocational truck fleets

Metro Magazine

Serving the bus and passenger rail industries for more than a century

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

Please sign in or register to .    Close