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Letter From The GM: Starting A New Chapter For LCT

Jim Luff
Posted on January 14, 2020

Greetings Readers, Advertisers, Colleagues, and Friends,

As we roll into 2020, I am very excited to be taking over the LCT brand as the new General Manager. I happened to land this new position exactly 30 years after I began my career in the luxury transportation industry as a chauffeur. It has been a long road filled with peaks, valleys, and potholes.

Over the years, Jim Luff has been active in multiple industry roles, including as a chauffeur and award-winning operator in Bakersfield Calif. from 1990-2015, an LCT contributing writer and editor since 2005, and marketing manager of Chosen Payments from 2015-19. He's been a member of the NLA and Greater California Livery Association for many years. He is pictured here at a GCLA fundraiser in September 2016. (LCT file photo)

Over the years, Jim Luff has been active in multiple industry roles, including as a chauffeur and award-winning operator in Bakersfield Calif. from 1990-2015, an LCT contributing writer and editor since 2005, and marketing manager of Chosen Payments from 2015-19. He's been a member of the NLA and Greater California Livery Association for many years. He is pictured here at a GCLA fundraiser in September 2016. (LCT file photo)

I took my first journalism class in 1975 at the age of 13. It was an elective class, and honestly, I took it because it was the only elective class open that appealed to me. At the end of my first year of journalism, my teacher encouraged me to continue writing. She went so far as to write a letter of recommendation to my high school and ask for an exception to the rule that forbade freshmen from taking journalism. I continued with journalism and served as the publisher of my high school newspaper in my senior year. I truly believed I would follow a career in journalism. But, I didn’t.

The stars and planets aligned to give me the best of both worlds. I began my career in this industry in 1990 as a part-time chauffeur for a country-western star who hails from my hometown of Bakersfield, Calif. I was working full time for a large accounting firm and my specialty was computerizing new businesses. I was assigned to computerize a new limousine service in 1993. I left the accounting firm to work for the owner of that limousine service in 1994 and later became a partner. In 2001, I was recognized by LCT Magazine as an Operator of the Year, and in 2005 received the same from Limousine Digest. As they say, the rest is history.

The love for writing never went away and I became a contributing writer for the now-defunct Limousine Digest. I was grateful LCT’s former publisher, Sara Eastwood-Richardson, read my articles and asked me to come and write for LCT Magazine in 2004. I have been here ever since serving as a feature writer, consultant, trade show committee member, and of course, the booming voice of God in the exhibit hall. It has been a long road to finally get to the top and lead our brand into the next decade.

The best part of my new role is sharing my vast experience as an operator who came up from the trenches. I literally began my career behind the wheel of a 1990 DaBryan six-passenger limousine. I believe I have experienced every type of mechanical failure known to man. I have dealt with more HR issues than I could count. I have been through a few major accidents. There is no aspect of this business I have not experienced. Combining my knowledge as a longtime operator with my love for writing and journalism brings me to my final station in my career.

LCT General Manager Jim Luff joined the magazine brand full time on Nov. 18, 2019. (LCT file photo)

LCT General Manager Jim Luff joined the magazine brand full time on Nov. 18, 2019. (LCT file photo)

The worst part of my new role is dealing with a divided industry filled with lines drawn in the sand, exclusive agreements, and even boycotts. I didn’t create this mess or drama. I inherited it. To that end, I can promise you that my goal is to provide the best education we can through trade shows, webinars, white papers, digital and print content, and other exciting pursuits ahead.

I don’t want to get caught in the fray. LCT has held a show in Las Vegas in the first quarter of each year since I joined the industry. We will continue to do the same through at least 2022 because we have already scheduled the events.

Don’t let rumors deceive you. I’m ready to hit the ground running in my new dream job and I’m happy to have you with me.

Jim. A. Luff, LCT General Manager
[email protected]

Related Topics: Bobit Business Media, California operators, industry leaders, industry media, Jim Luff, LCT Magazine, leadership

Jim Luff General Manager
Comments ( 2 )
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  • Tammy

     | about 9 days ago

    Very nice Jim- enjoyed the history and your ability to stand above the fray. See you in Vegas!

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