~Toby Tannas~

Service should be magical, not tolerable.乌鸦传媒� That deeply ingrained belief is what launched Kelowna乌鸦传媒檚 Dale Conway into the taxi business three years ago. With a more than two-decades-long career in hospitality under his belt, Dale set out to change the game in an industry he believed had been sub-standard for far too long. An industry in which he had no previous experience.

乌鸦传媒淚 spent more than 10 years dreaming up a business plan. I乌鸦传媒檇 never worked in the taxi business but I had been working in casinos for 17 years. The two industries actually have a lot in common,乌鸦传媒� Dale explains. 乌鸦传媒淭hey are both highly regulated by the government. I know how to work with regulators.乌鸦传媒�

Dale may have been green when it came to running a taxi business, but so was his vision: to create a local, environmentally friendly company that the community could be proud of, with high-end electric cars, well-dressed, personable drivers and rates on par with other companies.

乌鸦传媒淚 knew my plan was solid. When I finally decided to quit my job, I shared it with two of my co-workers and they asked to be part of it.乌鸦传媒�

The Current Taxi team was born, but the real work lay ahead. Conway knew it had been 14 years since the Transportation Board last approved a new taxi service for Kelowna.

乌鸦传媒淕etting taxi licenses is notoriously hard. I had to make a strong case.乌鸦传媒�

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Dale knew community support was vital. His application included a stack of letters from various hotel managers and the Mayor of Kelowna.

乌鸦传媒淭hey gave me a shot. My partners and I, we pooled our money, we bought two Teslas and hit the road!乌鸦传媒�

That was February of 2017. It was just Dale, his business partner Jerry Pokorny and four part-time ambassadors behind the wheel in those early days. But after only a few months it became apparent two Teslas weren乌鸦传媒檛 going to be enough to meet demand.

乌鸦传媒淏y April we were turning down 500 calls a day; we went running back to the Transportation Board for more licenses. If we couldn乌鸦传媒檛 expand our fleet, we were quite literally going to drown in our own success.乌鸦传媒�

Dale was granted approval for four more cars.

乌鸦传媒淚 was happy. That was the original business plan. Six cars in Kelowna. I was going to drive a taxi for a living. It would be a small, family-run business. I realized fairly early on, though, that wasn乌鸦传媒檛 going to be the case.乌鸦传媒�

Word of Current Taxi乌鸦传媒檚 exceptional service was spreading quickly. Emails poured in from all over North America.

乌鸦传媒溛谘淮�媒榃hy aren乌鸦传媒檛 you in Calgary?乌鸦传媒� 乌鸦传媒榃hy aren乌鸦传媒檛 you in Edmonton?乌鸦传媒� 乌鸦传媒楥ome to Ottawa,乌鸦传媒櫸谘淮�媒� Conway recounts with a chuckle. 乌鸦传媒溛谘淮�媒楬ave you thought about Vegas?乌鸦传媒� 乌鸦传媒榃hat about Hawaii?乌鸦传媒櫸谘淮�媒�

Fast-forward three years. There are 10 cars on the road in Kelowna and in December of 2019 Current Taxi expanded into Victoria with six Teslas.

乌鸦传媒淰ictoria made sense,乌鸦传媒� Dale explains. 乌鸦传媒淭he city is environmentally focused. A lot of the local politicians in Kelowna used us to get to the airport for their Victoria-bound flights and they乌鸦传媒檇 say they wanted to make the entire trip green, so could we pick them up on the other end? Now we can.乌鸦传媒�

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Dale乌鸦传媒檚 business plan is not one for the faint of heart. Buying $100,000-dollar vehicles, paying drivers a true living wage and keeping prices in check takes a lot of juggling. But Dale is adamant that is what乌鸦传媒檚 fuelling Current Taxi乌鸦传媒檚 success.

乌鸦传媒淲e could grow quicker with less expensive cars, but that乌鸦传媒檚 not what we set out to do,乌鸦传媒� he says. 乌鸦传媒淲e are committed to never cutting corners with the cars or losing focus on the environment or the quality of our staff.乌鸦传媒�

Dale beams with pride as he talks about his team and the seemingly endless number of five-star Google reviews they乌鸦传媒檝e earned the company.

乌鸦传媒淭hey are our 乌鸦传媒榮ecret sauce!乌鸦传媒� We are extremely picky. That makes hiring tough, but it pays off in the long run. The novelty of a Tesla will wear off, but if people get the doors opened for them, have engaging conversation with a knowledgeable, well-dressed person behind the wheel, it乌鸦传媒檚 what keeps them calling.乌鸦传媒�

The Current Taxi driver roster isn乌鸦传媒檛 what you would expect. It includes former bartenders, real estate agents, lawyers and photographers. Like Dale, most had never driven a taxi before they got behind the wheel with Current. The turnover rate is low because they love the job, the people and the company. Their service excellence is having an effect on the entire market.

乌鸦传媒淲hat乌鸦传媒檚 getting us excited is that other taxi operators are starting to notice. Now I see other taxi drivers wearing suit jackets. It乌鸦传媒檚 what should be happening. When service gets better it benefits everybody. We raised the bar. That乌鸦传媒檚 a good thing!乌鸦传媒�

It乌鸦传媒檚 why Dale isn乌鸦传媒檛 worried about ride-share companies coming in to take a piece of the pie.

乌鸦传媒淭here乌鸦传媒檚 a place for ride share and I乌鸦传媒檓 probably the only taxi service provider that乌鸦传媒檚 going to say ride share is a good thing. Are they going to be competitive with me and try to take my business? Yes, but I乌鸦传媒檝e never been afraid of competition. I believe my service is better.乌鸦传媒�

The only time fear has been a factor for Dale is when the COVID-19 pandemic hit in March. Current Taxi had just expanded into Victoria.

乌鸦传媒淭hings just died; we started pulling cars off the road. We were afraid like everyone else. April and May were tough.乌鸦传媒�

Dale wasted no time outfitting the Tesla fleet and his drivers with the required safety equipment. Today, call volumes have returned to pre-COVID levels and that乌鸦传媒檚 turned fear into optimism.

乌鸦传媒淏efore the shutdown, at least 50 to 60 per cent of our business was coming from an airport, a hotel or a restaurant. When you factor in that those places have been essentially closed and are just starting to re-open, but our call volume is still high, we can say we乌鸦传媒檝e actually built business.乌鸦传媒�

Dale predicts he will have all of the 28-car fleet on the road in Kelowna (13) and Victoria (15) by the end of the year.

乌鸦传媒淎nd we乌鸦传媒檙e not stopping at 28. I got into this business to disrupt something. I am an instigator. I want to make the other businesses sweat a little,乌鸦传媒� he says with a laugh.

Dale乌鸦传媒檚 hope is that what he乌鸦传媒檚 instigating on the environmental side will also shift into high gear.

乌鸦传媒淥ur six cars in Kelowna put on three million kilometers in three years. That乌鸦传媒檚 700 tons of CO2 we乌鸦传媒檝e saved. We乌鸦传媒檙e five per cent of the local market. Just imagine if the entire taxi industry in Canada electrifies, which it will eventually. There乌鸦传媒檚 a big difference to be made.乌鸦传媒�

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With a team he乌鸦传媒檚 proud to work with, Dale is looking to the future. His wife Trisha has joined him and Jerry full time since the Victoria expansion. She manages the growing number of staff (90 and counting) as director of people and culture. Fourth partner Kate Wilson handles the marketing.

乌鸦传媒淚t乌鸦传媒檚 been a heck of a ride for the first three years,乌鸦传媒� exclaims Dale. 乌鸦传媒淲here it will take us, we don乌鸦传媒檛 know乌鸦传媒ξ谘淮�媒�

Dale actually does know where Current Taxi is next hitting the accelerator on expansion but (at the time of publication) the where and when are still a secret.