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Chauffeured transportation executive Barry Gross brings his operational experience to A. Goff Transportation in Virginia starting July 14.
A> Goff Transportation recruits industry veteran Barry Gross to lead the 50/50 chauffeured transportation/charter bus company on an aggressive, multi-year expansion arc.
CHARLOTTESVILLE, Va. — Operator Dan Goff prefers to say he put himself out of a job so his company can grow stronger.
The day-to-day director of A. Goff Transportation, a 56-vehicle limousine and charter bus company based in central Virginia, “steps down and up” on Thursday to make way for a new executive director, Barry Gross, formerly with Execucar in Arizona and All Resort Group in Utah. While at All Resort, Gross was instrumental in growing annual revenues from $2.2 million to $14.4 million over six years.
New layer of leadership
Gross, 44, will lead the company while Goff and his wife, Ana Regina Goff, will continue to own and oversee the operation. “From an operating point of view, he’ll be at the top of the food chain and I will act along with my wife as board members and chairman, and still work in the business. Our business got bigger so it made sense to bring someone who’s worked bigger.”
Goff chose Gross for his diverse experience that spans operations, affiliate development, and executive transportation management since 2002. Gross most recently worked as chief strategy officer at 49-vehicle Grand Avenue Chauffeured Transportation in Nashville, Tenn., for three and a half months before accepting his new position.
“I was brought in as Chief Strategy Officer, and ultimately that strategy was not a good fit at Grand Avenue,” Gross told LCT. “In my brief tenure there, I believe I did good work; indeed many of the programs I instituted have become staples of their operation. Unfortunately, not every situation works out as hoped, despite one's best efforts. I am thrilled to now be working with my friend, Dan Goff, in an environment rife with opportunities.”
Gross has been charged with expanding A. Goff’s service reach throughout the mid-Atlantic region by developing a solid affiliate network and pursuing new market niches, such as DMCs, meetings and conventions business, ride shares, and line-runs. The company also will build on its more traditional corporate chauffeured transportation business.
“A. Goff now serves all of Virginia, parts of North Carolina, western Maryland, and has a toehold in the Washington, D.C., market, where we handle some overflow,” Gross told LCT. “We’d like to flesh out what we do in Virginia, pursue more line-runs and corporate transportation. In that regard, with my motorcoach background, we’re positioned to go after markets ripe with RFP potential for government, military, and private corporate business.”
In addition to Charlottesville, A. Goff has vehicles and/or facilities in the Virginia cities of Richmond, Norfolk/Virginia Beach, Williamsburg, Lexington, and most recently, Arlington, where A. Goff is partnered with D.C.-area operators willing to give it more business, Goff said. Among the company’s local brands are: Atlantic Limousine, Executive Limousine, Old Dominion Motor Coach, Starlight Express, and Van On The Go.
Gross will be working for at least the next six months out of company headquarters in Charlottesville, with periodic visits to the other regional sites. He may eventually choose to permanently locate in one of the other cities with A. Goff operations. “My role coming in is to develop operational infrastructure,” Gross said. “Once we do that we can develop sales outreach to help maximize that.”