City Cab driving 'uptown' as Bonita Car Service Inc.

What was once known as Bonita City Cab is now named Bonita Car Service, Inc., as owner Al Ceballo steers away from taxi stereotypes and maneuvers into a first rate car service. Ceballo started his business in Bonita Springs in April 1999, when he says you could shoot a cannon on Old 41 and not hit anyone. Now, traffic jams and construction are just a few of the frustrations for Bonita Car Service.

"We're not a taxi-service, we're a car service," Ceballo explained.

He makes sure all of his drivers, which could range from 10 to 25 employees depending on the time of year, are courteous, dependable and honest with customers.

And, most of the drivers show up in towncars, sport utility vehicles, limousines or vans to transport customers where they need to go.

"We do a lot of work with the elderly," Ceballo said. He added that they cater to Bentley Village and Summerville in Bonita Bay to take residents to doctor's appointments, salons and grocery stores.

The only other option residents who cannot drive have is to take the bus, which Ceballo said is only good if you are going where the bus is going at that specific time.

"We fill that void," Ceballo said.

All of Ceballos drivers, which he said are mostly women, are mature adults, not "pot-smoking, gambling, drinkers, like in big cities."

"We're a cut above the taxi-driver," Ceballo said, adding that the company is licensed and insured.

But, Ceballo still has challenges with his business. One major problem he has had is with where to locate his car service. Many of the places available that are zoned for his type of business are too expensive, or aren't suitable to park as many cars as he has there. And, because of location problems, he has had run-ins with code enforcement, he admits.

"Everybody has to play by the rules," Ceballo said, insinuating his company does.

Another challenge Ceballo faces is finding good help. According to the car service owner, the workforce has gotten worse. He's continually looking for people with clean drivers' licenses, who are at least 25-years-old, and no older than 70, for insurance requirements.

Photo by LIANE EDIXON, Banner

(From left to right) Bonita Car Service, Inc., owner Al Ceballo; office manager Jodi Weeks; driver Michael Papp; and driver Robert Brent stand in front of one of the companies many cars, a limousine.

They also need to be dependable, and able to carry on a conversation with their customers. A lot of the time, Ceballo said, his drivers are in the car with a customer for more than an hour.

Jodi Weeks, of Bonita Springs, has worked for Ceballo for three years, starting out as a night driver, then moving to days, and is now the office manager.

"Each customer is very different," Weeks said. "It's kind of personal."

One of her favorite customers was Mrs. Glassford, of Worthington Country Club.

"We really had wonderful conversations. She'd always ask for me," Weeks said.

Another memorable customer for her was Caroline Koukas who she drove to the airport in the middle of a hurricane.

"We were driving to the airport, trees falling, trying to get her out of there," Weeks recalled.

According to the employees, they appreciate their customers generosity with gratuity. On average, they receive 15 to 20 percent gratuity from customers, and that's where they make most of their money. They also get a cut of the car fare, but with gas prices rising, most of that cut goes to fill up their tanks.

Because of the growth in population, Bonita Car Service recently reopened their night shift. Ceballo said they were losing business before because people who needed a ride to the airport in the early morning weren't getting through on the phone to anybody.

"We've gotten a favorable response," Ceballo said of the new hours.

Ceballo said the most challenging and exciting time of the year is New Year's Eve.

"You meet all kind," Ceballo said. "It's the day of all days."

Ceballo likes people, he said, and he his job is not boring because everyday there's a new experience, whether good or bad.

On New Year's Eve, Bonita Car Service offers cut rates, and patrons of Sneaky Petes ride home for free courtesy of the bar owners.

Bonita Car Service offers services such as taking people to airports and seaports, even on the other coast of Florida, as well as taking people to stores, appointments, tours, restaurants, and entertainment venues.

"We'll take people anywhere, anytime, any place," Ceballo said.

For more information on Bonita Car Service, Inc., call 949-4977 or 1-877-949-2121, or e-mail bonitacitycar@aol.com.