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Carla Boroday’s Family Takes On Added Roles In Business

Posted on May 16, 2012
Shelly and Derrick Boroday, Derrick's brother, Adrian, and their father, Bob Boroday, have regrouped and are ready to carry on the family business following the death of industry icon and veteran South Florida operator Carla Boroday on April 3.


Shelly and Derrick Boroday, Derrick's brother, Adrian, and their father, Bob Boroday, have regrouped and are ready to carry on the family business following the death of industry icon and veteran South Florida operator Carla Boroday on April 3.

Shelly and Derrick Boroday, Derrick's brother, Adrian, and their father, Bob Boroday, have regrouped and are ready to carry on the family business following the death of industry icon and veteran South Florida operator Carla Boroday on April 3.
Shelly and Derrick Boroday, Derrick's brother, Adrian, and their father, Bob Boroday, have regrouped and are ready to carry on the family business following the death of industry icon and veteran South Florida operator Carla Boroday on April 3.

FORT LAUDERDALE, Fla. — In the months after laying Carla Boroday to rest, her two sons, husband, and daughter-in-law are working toward fulfilling her many business and industry roles as they pull together to begin a new chapter for Associated Limousine Services Inc.

Carla Boroday, a longtime South Florida operator, Florida Limousine Association president, and board director of the National Limousine Association, died April 3 following heart surgical complications and was celebrated by industry colleagues at a memorial service on April 12. Carla was revered by many limousine industry members as a generous businesswoman who worked long hours and served the greater good of the industry in many trade association roles.

Her two sons, Adrian and Derrick, husband Bob, and Derrick’s wife, Shelly, gathered for a roundtable interview with LCT recently to assure the chauffeured transportation industry that they are stepping up to continue Carla’s industry legacy. The family was joined by their close friend and confidante, Brian Waugh, a Tampa Bay operator who was like another son to Carla.

“Because Carla was such a big icon in the industry, she became the focus of the business and throughout the industry,” Adrian said. “We want to make sure that we keep the name out there and that the business goes on.”

Bob Boroday, also a former NLA board director and co-founder with Carla of Associated Limousine Services Inc., told LCT: “We want to make sure everyone understands we are a family business. The kids always were involved when they were young,” he said, remembering fondly how Adrian already was dispatching fleet vehicles at age 13 and Derrick was repairing transmissions at age 14. “We love the business. Limousines are part of our blood.”

The Boroday family outlined their roles as follows: Bob is CEO and Chairman of the company keeping track of the company’s many vehicle permits in the three metropolitan counties of South Florida; Derrick and Shelly are vice presidents, managing daily operations; Adrian works as CFO, handling accounting, finances, payroll and back office duties; and Adrian and Shelly will add marketing and public relations to their roles, and eventually may become active in the industry associations that Carla helped lead.

“Carla was grooming Shelly so she could retire but it never happened,” Bob said. “We were telling Carla to do less work and take it easy.”

“We’re taking some time in getting caught up and going through files, just to get things together,” Adrian added. “There’s a lot of work to do. . . We’re following Carla on what we need to do. . . and in getting the roles right. We’re finishing what Carla had started at the office.”

Adrian also will continue teaching languages part-time at Broward College. His talent for languages clearly results from a gene he got from this mother, who was fluent in French, Italian, Spanish and Portuguese. Adrian teaches Spanish, French and Italian classes, along with English as a second language to classes of immigrants.

His love of languages will be a promotional asset for the company, as South Florida draws waves of Latin American and European businesspeople, real estate investors and tourists. With the recent upswing in the South Florida economy and an increase in visitors and tourism, the Boroday family anticipates some busy times ahead managing and scheduling their diverse fleet of 68 vehicles.

The Boroday family members have all taken up complementary company roles to ensure they carry Carla Boroday's industry legacy well into the future.
The Boroday family members have all taken up complementary company roles to ensure they carry Carla Boroday's industry legacy well into the future.

Associated Limousine already is the official ground transportation company for 12 cruise ships belonging to five major cruise lines that regularly dock at the Port of Miami.

“We’ve noticed this year an increase in people traveling more,” Adrian said. “The planes are full and the market is getting right-sized. Summer is usually a slow season, with winter always busier in Florida, but we’re seeing a nice uptick even for the summer season.”

The company also is making good use of its new satellite office at Miami International Airport, about 25 miles south of the Associated’s headquarters in western Fort Lauderdale. About 15-20 vehicles are based there, allowing chauffeurs close access for airport pick-ups and last-minute calls while being only about a 10-minute trip from downtown Miami. MIA now surpasses JFK International Airport in New York in international passenger arrivals.

“It’s easier to operate with extra cars near Miami,” Bob said. “The convenience means we can be more flexible with cars, cater to those problems of traffic and mismatched order forms, and change vehicles at the last minute resulting from any misunderstandings.”

The Miami location also helps offset some of the time delays caused by the commuter-chocked main I-95 artery that connects much of South Florida. “Some of our chauffeurs  live south of Miami, so this location helps them in their commutes from Kendall and areas south of Miami,” Derrick added.

In closing, the Boroday family wanted to thank the many industry friends and supporters who helped them in countless ways during the aftermath of Carla’s death.

Shelly in particular extended the family’s appreciation to South Florida operators Bito and Melissa Pimenta who handled the planning and logistics for Carla’s memorial service, attended by more than 300 mourners on April 12.

“We all thank the industry for all the support during this crisis,” Brian Waugh added. “It was incredible, all the people who came down.”

— Martin Romjue, LCT editor

Related Topics: Carla Boroday, deaths, family businesses, Florida operators

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