Jeanne Bliss, Chief Customer Officer

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How To Boost Wedding Service Revenue

Wedding celebrations are a lucrative business with an average wedding costing more than $30,000. Only five percent of that is spent on transportation, but that share is increasing as destination weddings become more common. According to the Association of Bridal Consultants’ breakdown of the average cost for a wedding, the total budget for wedding transportation is climbing steadily — now closer to $1,400. And CostofWedding.com’s breakdown of the average cost for U.S. nuptials shows fewer than 50% of weddings use any chauffeured transportation at all. It’s a market ripe for expansion.

Attending bridal fairs and wooing popular venues and wedding coordinators is important if weddings are a major target. But if you have limited resources, you can expand your wedding business simply by popping meaningful questions of your own.

The First Date

The bride calls to see what it will cost to get her guests to and from a wedding. Wedding transportation may be more common with couples selecting a separate reception site or with a lot of time between ceremony and reception. But it is still neither an expected nor a required service for wedding attendees.

For cautious couples concerned that a drinking incident will spoil their event, wedding transportation is an opportunity for all operators that a transportation network company (TNC) cannot fulfill. No one wants a festivities-related safety issue in a car, so reach beyond only what your caller asks for. Make sure you get every guest where they need to be. Bring in more revenue and make lifelong customers by providing a memorable, picture-perfect, and safe experience.

Before giving hourly rates, hold off and listen for what the couple is asking. Don’t jump to pricing estimates too fast. Often, they may not be sure what they want or need. It’s your job to understand and interpret their primary concern.

If it is safe transportation or getting everyone to various destinations, become the wedding transportation consultant who knows wedding needs. The client has likely never arranged a wedding before, so walk through the complete celebration — something more than just the wedding day — and highlight opportunities where comprehensive transportation would make the event more seamless and safe.

In Black And White

White stretch limousines may be favored by some because of their wedding allure, but don’t lose a sale over this small request. If you don’t have one, you can get one from an affiliate, or you can give all the reasons why a black limousine might be the better choice:

• Black limos are usually a little less expensive because they are more available. White limos often command a premium price.
• Black looks great in photographs and provides a perfect background contrast for a white wedding dress.
• Like the dress, wedding flowers and ribbons show off very well if the vehicle is decorated. White flowers on a white vehicle don’t show well.
• It’s classic — there is no new black. Black will never look dated in photos years later.
• Black limos do not show quite as much dirt and mud splash if the day is rainy, or the venue has a rustic location. Since weather is something no one can control, manage the visual impact as much as possible by choosing black.

Getting Good Information

Along with getting the basics of dates and locations, congratulate the happy couple. Ask about the proposal and the size of the wedding. Be genuinely interested. And then get to popping some questions of your own. You will nearly always get more work if you help them think through the logistics. Some questions you might consider asking the couple:

• Is there a rehearsal dinner planned? This is another important night for transporting key guests from a hotel to the wedding venue to the restaurant and back to the hotel (or the hotel bar). It’s another festive night that calls for sober driving. Getting attendees from a hotel to a restaurant and back will cost far less than the dinner and guarantee everyone is in one piece for the big day.
• Is the bridal party having their hair done together? Could this be a special “girl time” trip getting the ladies to and from their nail and hair appointments?
• Do you have special guests such as grandparents or others who would be better off with a chauffeur? Elderly guests or those who prefer not to drive at night or on unfamiliar roads might even pay their own way for the stress-free comfort.
• Big day logistics might dictate smaller shuttles rather than a coach. Ask whether the wedding party will arrive first. Are the men separate from the women? And are they getting ready somewhere else? Or will everyone arrive on a coach that leaves a hotel at a specified time? Will there be any children who need car seats or boosters?
• Is there a wedding coordinator to help with transportation? Depending on the complexity, perhaps a paid transportation coordinator can be added to the contract. Getting to the church on time does matter, after all.
• What about the couple’s ride to the church? They are probably separate, so how will that work?
• If the groom asks for a vehicle to move guests, one or two pick-up locations to get to the wedding might be perfect. Talk through timing in detail. Will a shuttle work or is a large coach or two better? If the reception is at a separate location, having transportation ready for guests is necessary while the wedding party takes photos. And then, how will the wedding party get to the reception? It could be that another vehicle is needed.
• Is there anyone who will want to leave the reception much earlier than the group? A young family or an older guest may not want to stay until the very end.
• Would you like a getaway car for your wedding night? Consider throwing this in as a freebie, or using a lucrative specialty vehicle that you have in the fleet.
• And will you be taking a honeymoon? If a couple leaves from a hotel, they will need a ride to the airport if they are flying. Ask if you can help send them off together.

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These are just the actual wedding weekend events. But wait, there’s more:

• Do you plan to have engagement photo session before the ceremony? Couple photos often are used in save-the-dates, wedding websites or wedding displays. Photos can be staged all over town for a nice hourly trip.
• Will someone be planning a bachelor and/or bachelorette party? These usually involve alcohol, so stress safety. Get the contact of the person planning those to follow up.
• Are there many guests flying from out of town? These are possible airport transfers to offer. It allows the local family to relax a bit, too, instead of running a shuttle service in the family station wagon.
• Will you have a wedding website? If so, as the favored transportation company, maybe a simple suggestion could be posted for out-of-town guests to call for airport and train station transfers. Incremental rides add up, and it costs the new couple nothing but shows they care about safety and the guests’ need to get around.

So many questions, but so many opportunities for revenue.

That Wedding Day Glow

With all the details of places and people, it is time to sparkle. Glowing recommendations come when the service adds to the wedding day luster. Make some suggestions that help set the tone. Specialty vehicles are popular, for example, and if you have them, they make for great photos.

If the getaway vehicle will be in photos, arrange for appropriate decorations or offer the florist or bridal party access to the car ahead of time to decorate. Even if local regulations and safety concerns require these items be removed for travel, they will add to the long-term memories in photographs.

Offer special little things like particular chauffeur attire or ties that match the wedding colors. Simple things cost very little, add to a cohesive look, and will be remembered in those photos, reviews and recommendations.

How about a CD of special songs in each of the vehicles? Couples often provide party favor CDs of “their” songs. If they make the CD, why not include these in the vehicles for guests on the wedding day? If the couple plans on providing different favors, ask if they have a particular CD or mix they’d like guests to hear during their rides. This helps avoid ad breaks on the car radio, and can set the tone for the celebration ahead with appropriate music for the day.

If one or more chauffeurs will be with the guests throughout the wedding festivities, give each driver a disposable camera. Guests can take “selfies” in the car, and you can print and share the photos with the couple as a thoughtful surprise after the wedding.

Ask the couple how they’re “branding” their wedding. Do they have their own hashtag? Did they create their own monogram? Offer to include those details on the complimentary water bottles. Does the bride have extra wedding invitations, with all the timing and location details? Stash a few in the cars so that forgetful guests can access all the information they need.

And last but not least, a little bubbly is a must for the wedding day. Accommodate your young couple within legal means. A special sparkling wine request can be arranged, perhaps. And a chilled bucket is a simple addition to the limos so guests can celebrate in style.

Happily Ever After

If you ask the right questions, there will be more than one long-term relationship created with each wedding. Offering the extras make the difference in customer commitment. As you fulfill wedding-day dreams of new couples, it creates trust that will mean referrals and repeat customers for other events and transportation needs.

Smoothing It Out

Estimates and rates may need to be sent for approval, but as with any large group, especially in the height of prom and wedding season, be thorough in your contract.

As with any large group, get all the details. First, take down names. Things go wrong on wedding days — it rains, Grandma is delayed, someone is late. Know the wedding coordinator, and if there isn’t one, ask for someone outside the immediate family who can act on behalf of the bride. Without a doubt, it will be better to have a bossy aunt ask the minister to delay for 10 minutes due to a traffic jam — keep the immediate family out of those types of logistics changes.

Of course, for weddings, a single contact person may not be enough because people are in different locations. A coach for guests may only need the numbers, but these need to be accurate — so call each ahead of the wedding weekend, and confirm they’re comfortable being your contact. If the invitations have not gone out yet, ask if the couple can provide a finalized list of RSVPs to ensure you have enough seats.

For the wedding party shuttles or specific family vehicles, the respective chauffeur needs to know exactly who is supposed to be in his or her vehicle. If someone on a wedding party or smaller vehicle is left behind, the only one who will be blamed (and not paid) is you, the operator. Do not let this happen. Ever. It’s too emotional a day for your client for you to be unprepared. You never want to bring out the Bridezilla.

Keywords

group transportation   group travel   how to   operations   wedding planners   weddings   working with wedding planner   

 

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How To Stay Abreast Of Wedding Trends

With all the stressors that go into prepping for a full-blown American-style wedding, limousine services can help make those memorable days as stress-free as possible.

By keeping up with ever-changing fleet preferences, operators can not only rake in word-of-mouth clients, but glean revenue from fleet vehicles beyond the traditional white stretch. From understanding popular vehicle types and colors, to brainstorming what your chauffeurs can do to add that special, tingly touch, your company can set itself apart by showing the bride and groom you’ve got their backs.

Popular Demand

The days of the bride and groom riding solo are about over. Transporting wedding guests seems to be the priority for most wedding couples, says Jennifer Cuozzo, president of A Touch of Class Limousines in Frederick, Md. “I have several wedding couples who give up transportation for themselves to provide safe transportation for their guests.”

Wedding parties are opting for more transportation for more people, says Elizabeth Corr, lead coordinator of wedding planning company Bridal Bliss of Lake Oswego, Ore. “Brides and grooms are viewing it as a fun activity on the wedding day to enjoy together. We’ve seen everything from vintage trolleys to double decker buses.” In fact, they usually make sure to build in a buffer time for the vehicle to travel throughout the city because it provides fun picture opportunities.

While Corr has seen an increase in requests for non-traditional vehicles such as buses, Lincoln stretch limousines remain popular. Limo buses also have seen an increase in use because they are so much easier to get in and out of when dressed in formal wear.

However, quite a few operators are noticing a preference for black vehicles over the traditional white. But one thing that hasn’t changed is the getaway car at the end of the night. Most couples choose a luxury sedan or a small limousine for themselves. “That’s something that is a tradition and won’t really go away,” Corr adds.

Deborah Kosmicki, director of sales for Grand Occasion and Grand Select for Grand Avenue Chauffeured Transportation of Nashville, Tenn., also has seen an increase in couples requesting older vehicles. “Vintage glam is big this year,” she says. One of the vehicles she often recommends is the company’s gray Rolls-Royce because it photographs well against a white wedding gown.

More often than not, brides are looking for vehicles that are affordable, says Veronica Alexandra, founder and coast-to-coast event producer for wedding planning company Blue Ivy, based in Boston, Los Angeles and Palm Beach, Fla. “They are trying to find the smallest vehicle that can fit everybody. If it’s a vehicle that fits 36 people but they only have 24, they will go with the vehicle that fits 24,” she says. “They just want to make it happen. They want to make sure it’s reliable.”

Some of her clients have asked about non-traditional vehicles, but once she shows them the rates, they begin to lean more toward traditional selections. Often, planners are limited by the number of companies that offer such options. If your company can’t provide vintage cars, you might consider affiliating with one that can.

Work With Me

Planning a wedding involves incredible amounts of teamwork. No bride, wedding planner, or transportation company can do the job on their own. It’s important to be ready to answer any questions about contracts. Joseph Giras, owner of G&G Limousine in Southlake, Texas, and Cuozzo require phone numbers from people other than the bride and groom to be able to communicate any last minute changes.

“The most critical part in a wedding service is the agent who places the reservation,” Giras says. “They are the only one who can really put into words the vision they have for the limo portion of the experience.”

Teaming up with other vendors also helps. Jeremy Bellinger, owner and president of Platinum Limousine in Avon, N.Y., is developing partnerships with a couple of local wedding venues, and is already recognized as one of the preferred transportation providers for weddings in his area.

While not partners yet, he sends business to other companies and vice versa. Grand Avenue has partnerships with various restaurants, which could help with wedding catering, Kosmicki says. Andre Gaughan, owner and CEO of All About You Limousines in Dumfries, Va., has preferred vendors he’s used in the past for different events. He finds it helpful that they invite him and his wife, All About You co-owner Karen, to come to different weddings they are a part of so they can see how that particular vendor interacts with the wedding party.

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Wedding Packages

Above all, remember the big day is one of the most important in a couple’s lives. What services do you offer that reflect that mentality? “Just Married” signs and the red carpet treatment will only get you so far. The bride and groom are likely nervous wrecks, and the last thing you want to do is stress them out more. Gaughan offers four different packages sure to ease decision making. All are customizable, and give the couple plenty of choices to fulfil all their transportation needs. “You have to make yourself available to just sit back and really listen to what they like and want,” he says.

A Bride’s FAQs

1. What training requirements do you have for your chauffeurs?
2. What attire will the chauffeur arrive in?
3. What models do you offer?
4. Can I request a certain model?
5. How many people can I bring with me?
6. Do you charge services by mileage or by the hour?
7. What does the limousine company’s insurance policy cover?
8. Do you guarantee your services?
9. Will we need to set our route ahead of time?
10. Do you have a contract?

Source: Wedsure.com

Traditional wedding packages often include three or more hours of service. During this time, consider providing extra services that may help reduce worries and encourage a relaxing atmosphere. For instance, Bellinger offers to pick up food trays or drinks that may have been ordered for the bridal party to enjoy during their transportation. Giras makes sure to provide party favors and beverages that may help cool down members of the wedding party on a hot day.

Dress To Impress

Remember, the car isn’t the only thing potential wedding clients will be curious about. Your chauffeurs are the face of your company, and in a sense, also will be a part of the couple’s wedding. Often included in the bride’s line of questioning (see sidebox) is an inquiry into how your hauffeur will be dressed for pick up.

While you can’t go wrong with a classy tux, consider taking it a step further. Bellinger likes to give his chauffeurs a little leeway and allows them to get creative.

“Almost all the time the chauffeurs ask what the couple’s wedding colors are and then dress accordingly,” he says. Giras, who operates in Texas, often gets requests for his chauffeurs to show up in Western attire and arrive in a Hummer stretch. Cuozzo ensures the chauffeur arrives dressed in a black tuxedo and top hat unless the client requests otherwise. Not only does this trend well with customers, it also shows the bride and groom you care about making this day as special and accommodating as possible.

Make It Memorable

All limousine companies that specialize in weddings want to ensure the event will be a night to remember. The clients you serve will often be the ones who end up serving you. Never underestimate the power a customer’s testimonial can have for your business. If something does go wrong, you always should try to do right by the bride, Kosmicki says.

This is wise; social media is a vital tool that enables people to leave reviews that can either wow other potential customers or make them avoid you at all costs. Facebook, Yelp, and wedding planning sites such as Wedding Wire or The Knot are all venues people use to find transportation companies. Pinterest is a wonderful platform to show off your fleet, particularly if you own vintage vehicles.

Word of mouth is a company’s strongest advertising. Instead of scouring the Internet for hours, it is easier and less stressful for a bride-to-be to ask a friend who she used.

“Being pre-screened by someone who has used us before helps us,” Gigas says. “They know we are going to do what we say we will, and we will deliver on our promises. Weddings (usually) only happen once, and that means there isn’t a second time to make it up.”

Bellinger also makes a good point: “If you were to poll 10 brides years down the line and ask, ‘Who was the transportation you used?’ I bet nine of them couldn’t say. We want them to not only remember our company’s name, but also the name of their chauffeur,” he says.

In fact, one of Platinum Limousine’s chauffeurs has done seven different weddings that all stemmed from those in the bridal party of a previous wedding. Cuozzo mentions another great source of potential clients: wedding shows. “We participate in about 30 wedding shows per year. This is truly the best opportunity to meet potential brides,” she says.

Advice From The Pros

Jeremy Bellinger
Platinum Limousine (Avon, N.Y.): “Recognize the importance of the day. This isn’t only one of the most important days of their lives, but for their guests as well. You want to be remembered as being part of their day, and providing outstanding transportation.”

Jennifer Cuozzo

A Touch of Class Limousines (Frederick, Md.): “There is no substitute for experience. We do dry runs at wedding venues that are harder to find, or that a chauffeur has never been to. We have special training for wedding etiquette.”

Andre Gaughan
All About You Limousines (Dumfries, Va.): “Do your homework. Start going to bridal shows, and attach yourself to companies already succeeding in the business. It doesn’t so much have a lot to do with the vehicles you own; it has more to do with your knowledge of the wedding industry.”

Joseph Gigas
G&G Limousine (Southlake, Texas): “Focus on providing excellent service. If you know what the customer is looking for, you will know if you will be able to deliver it. If you assume, it might end up backfiring. Really understand what their vision is.”

Deborah Kosmicki
Grand Avenue (Nashville, Tenn.): “Be very patient. Transportation seems to be one of the last things that brides think about, when in fact it should be thought about right at the beginning and put into their budget.”

Keywords

bridal parties   how to   Maryland operators   New York operators   Tennessee operators   Texas operators   vintage vehicles   Virginia operators   wedding planners   weddings   working with wedding planner   

 

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Flyte Tyme Taps Teamwork And Workspace To Excel With Service

MAHWAH, N.J. — Flyte Tyme Worldwide Transportation CEO Tim Rose understands better than anyone that the limousine industry is not just a transportation business — it’s a personal service business where success depends on every team member working toward perfecting every ride.

In fact, his company’s motto, “Global in Size-Personal in Service,” are words the company — now in its 37th year — lives by every day and every trip. It is backed up even more by the company’s mission statement pledge to clients:

“The people behind our service make the difference at Flyte Tyme. Our team takes great pride and a genuine interest in going the extra mile for our clients.”

Growth Surges
Flyte Tyme was founded in 1979 as a local limousine company with four limousines serving northern New Jersey. Rose joined in 1997 as a part owner, serving as president and chief operating officer. In 2009, he took over sole ownership of the company. Today, Flyte Tyme has surged to become one of the world’s largest chauffeured transportation companies (ranked No. 4 in LCT’s 2015 Top 50 Largest Fleets with 446 vehicles) and has established officers nationwide coupled with an international network of 700 affiliate partners.

Rose has diversified and expanded the company’s portfolio to include full-scale private transportation services, corporate travel management, meetings and event transportation, and a recent division to provide full turn-key management of transportation services for corporations.

FASTFACTS: Flyte Tyme Worldwide

• Location: Mahwah, NJ
• Satellite offices: Princeton, N.J., Stamford, Conn., Philadelphia, Penn., Van Nuys, Calif., Bronx, N.Y., San Francisco
• Owner: Tim Rose, CEO
• Founded: 1979
• Fleet vehicles: 446
• Annual revenues: $69 million
• Employees: 650
• Key managers: Michael Rose, VP and GM; Ray Gallagher, VP of sales/marketing; Maria Amorosso, VP of business development; Doreen Rose, VP of finance; Paul Murray, CIO.
• Client ratio: 95% corporate; 5% retail.
• Group business: 7% of total.
• Client sample: Banks, pharmaceutical and accounting firms.
• Awards: 2013 LCT OOY Award
• Website: http://ift.tt/1RGLJ8s

To put the company’s growth in perspective, when Rose joined Flyte Tyme, its annual revenue was $3.5 million. Today, the company is billing $69 million and Rose has set his sights to double business in the next five years.

In fact, Rose has laid the foundation for future growth by moving into a new state-of-the-art 52,000-square-foot facility in 2014 that houses 105 employees (650 total employees nationwide) with plenty of room to handle anticipated growth to meet its aggressive expansion goals.

Workflow Moves
Rose and his executive team went to great lengths to plan a modern work space that was professional, efficient, comfortable, eco-friendly, and most importantly, fostered a collaborative team environment.

For example, the facility was built in an open design format that connects all departments throughout the first floor, where managers are visible and roam the floor for more face-to-face encounters and a hands-on style, instead of being hunkered down in offices shooting off emails.

“The goal was to make the facility a better work environment that fosters a collaborative spirit, with managers walking around rather than hiding in offices,” Rose says.“In our former facility, departments were segregated, and this new facility I think creates a better work ethic and productivity. We have an open floor plan that groups our meetings and events and customer service teams, call center agents and dispatchers, fleet management services, and billing and accounting. Every department and team is accessible on the floor.”

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Fielding A Talented Team
Although Rose and his team focus on business growth, the company grounds its core strength in finding top talent committed to service. “Our secret to success is hiring and cultivating great people and our goal every day is to acquire more talent and to elevate our talent internally,” Rose says. He also drives home the point that Flyte’s Tyme’s company culture is all about every staff member serving clients and ensuring that service begins and ends with his chauffeurs exceeding expectations. He calls his chauffeurs “ambassadors.”

Notes Rose: “What separates us from the rest is the fantastic people who work behind the scenes who daily enable our chauffeurs to go out and take care of our clients. They are the face of the company and how they interact and take care of clients is why I call them our ambassadors, our most important piece of the business.”

A family affair, Rose’s wife, Doreen, is vice president of finance, and brother Michael is vice president and general manager. But Rose is quick to point out that his executive team “family” includes Ray Gallagher, vice president of sales and marketing; Maria Amorosso, vice president of business development; and Paul Murray, chief information officer.

Multi-Strategy
A key factor contributing to the company’s growth is its strategy to diversify while staying true its clients, Michael Rose says. The company strives to ensure great customer relations and serves as a “partner” to provide additional services to clients as they grow, he adds.

“We try to grow and adapt as clients’ needs change and we look for ways to sole-source multiple layers of service to them. This is something we address at our weekly managers meeting, and when we take on a new client, we send out our implementation team to meet with them to make sure our sales team didn’t miss some opportunity or additional service we can offer to enhance the relationship.”

Michael, who started in the industry in 1990 and left in 1996 to work for the New Jersey State Police as a communications dispatcher, joined the company in 2005. “Tim called and said he wanted to talk to me and I’ve been here ever since.”

Regarding operations, especially as the company has expanded offices nationwide, one of the biggest challenges is to make sure the company keeps abreast of the many local, regional and state rules and regulations, Michael says. “We really have to educate ourselves because there are so many intricacies in each market — you name it, tax surcharges, airport looping fees, PUC charges that we need to make sure we not only meet, but exceed all rules and regulations. That’s what separates us from the others.”

The “team approach” to driving business is a major factor that has spurred company growth over the years, says Ray Gallagher, Flyte Tyme’s vice president of sales and marketing, also a longtime industry veteran who has been with the company since 2008. “When we meet with clients to present a proposal, we bring in customer service, finance, sales, events people and more to make sure they know the team and someone can always respond if they have questions.”

Flyte Tyme does not take a cookie-cutter approach, he adds. As to business, “we all work together and view each client’s unique needs and then customize a transportation solution that is creative, reliable repeatable and sustainable.”

Adds Tim Rose, “It’s not about me as the CEO that has driven our growth, but it’s our employees who have grown up in our culture that provide exceptional personal service every trip.”

Keywords

customer service   facilities   Flyte Tyme   New Jersey operators   operator profiles   Tim Rose   Top 50 Largest Fleets   

 

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