
Hire Smarter, Not Harder
Follow this checklist and you’ll be drawing in and picking out the promising from underwhelming candidates in no time.
![]() |
![]() |
What he did before: Luis Valdez, owner of To and Fro Limousine Concierge in Thousand Oaks, Calif., previously worked as general manager for another Southern California limousine operation where he oversaw a fleet of 30 vehicles and 40 employees.
Why he chose the limousine business: “I got into this industry because of the people — I love talking to and connecting with people,” Valdez says. “It’s very exciting, never boring. We meet new people and learn about their lives. It’s a new adventure every time.”
Start-up costs and methods: Valdez founded To and Fro Limousine Concierge in 2010 as a limo brokering service with no owned fleet vehicles. This approach saved him on overhead but required a strong affiliate network. “GCLA monthly meetings and the LCT annual shows are the best way to get your name out there and build your network, especially if you’re starting out and establishing your company,” Valdez says. In the company’s second year, Valdez bought his first vehicle, an eco-friendly CNG Lincoln Town Car Executive L sedan. He equipped it with USB phone chargers, iPads and Wi-Fi for passenger entertainment. He runs it in the Los Angeles region, which has a decent CNG fueling infrastructure.
Best marketing strategy: Valdez uses innovative marketing such as metal business cards, social media and web marketing. To and Fro’s website features a simple, clean design from Valdez’s wife, a graphic designer. In particular, positive client reviews on Yelp.com have been the company’s greatest new business generator.
Keys to success: “Aside from offering high-tech amenities, it all comes down to good old-fashioned customer service,” Valdez says. He surrounds himself with “qualified, very smart people,” who help him develop new marketing strategies and prospective client goals. Jes Cooley, Valdez’s friend and operations manager, has been a major source of support for Valdez and the company.
Unique approaches to customer service: To and Fro enjoys a wide variety of clients including corporate travelers, film and TV productions, doctors, high-profile celebrities and leisure travelers from retail niches. A boutique approach allows the travel experience to be adapted to each client’s individual needs. “What happens sometimes when a company gets bigger is that something is lost in the growth, and customers become numbers,” Valdez says. “With a boutique, you really get to focus on each individual customer and their needs.”
Advice to operators: “Establish your support team, which includes affiliates, family and friends to encourage you to keep going even when you think you can’t,” Valdez says. “Also, if you’re an owner/operator starting out and want to buy a vehicle, buy something from a current limo fleet, because not only should the vehicle be in good condition, you also can get farm work from the company you bought from. And keep your company growth manageable, take your time, do your research before adding more vehicles too quickly.”
Plans for the future: Valdez wants to add an SUV to his fleet and is considering adding in-vehicle printing options for the iPad in case clients need to print boarding passes or itineraries during their trips.
Tech Edge
To remain competitive in the saturated Los Angeles market, Valdez keeps his operation simple and efficient. In addition to the advanced amenities of his CNG Town Car, he leverages technology such as Limo Anywhere and Ring Central, a cloud-based phone and fax system that he “highly recommends” for operators starting out on their own.
FAST FACTS
Follow this checklist and you’ll be drawing in and picking out the promising from underwhelming candidates in no time.
While the official deadline for submissions is Dec. 13, don't wait until the last minute to send in yours.
In a recent survey of almost 1,000 Uber and Lyft drivers, it turns out more money doesn't equal happiness.
eNews Exclusive: Operator Vicki Shafer has been through a lot but never shied away from taking on a leadership role in her company and the industry.
NOV/DEC. LCT: By having a management plan and proper driver training, you can protect them, your passengers, and your company’s reputation.
The major milestone fits bus maker BYD's green dream to bring cutting-edge zero-emission technologies to communities and private enterprises.
Operators venturing into this challenging market work extra hard for some of the best rewards in luxury ground transportation.
Join executive consultant, speaker, and senior military leader Otis “Hoop” Hooper in a session sure to reignite your leadership passion.
Owner Ryan Skidmore said he found Molotov cocktails inside.
It's up to travel management companies to evolve from traditional approaches to continue to provide the highest-quality experiences.
Despite severe damage, rear portions of the passenger compartment remained relatively intact, maintaining space for occupants to survive.
eNews Exclusive: GGTI board member Kevin Hernandez speaks to why staying on top of innovations through connecting with others can improve the industry.
NOV./DEC. LCT: These industry members don’t just stay ahead of the curve — they set it.
NOV./DEC. LCT: The only place your staff spends more time at than their home is your office. Make it someplace they want to stay.
NOV/DEC Editor's Edge: An overdue clearinghouse as we cross another big date.
The world's No. 1 online marketplace and trader for professional chauffeured and chartered vehicles, including all types of motorcoaches, buses, vans, stretch limousines, sedans, SUVs, exotics, and classics. New and used vehicles are available from sellers across the nation.
The best online networker to find quality affiliates worldwide and market your company.
Click on any state to see the latest industry news and events in that region.
Get the latest news and most popular articles from LCT delivered straight to your inbox.
Current newsletters: