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          How to Create Your Own Sightseeing Company

                                    What is a Sightseeing Company?

  A Sightseeing Company is a medium one uses to legally promote and operate a Tour that's designed to transport, inform and entertain a paying public. For our purposes here we are not discussing the neighborhood walking Tour which qualifies as a Sightseeing Tour, if conducted by a knowledgeable Tour Guide. We are going to be discussing how to start a Sightseeing Company that may legally transport, in a vehicle, the paying public to and from a particular destination. But before we do let me give you my take on what I believe is a successful Sightseeing Company.

  A successful Sightseeing Company (SSC) is a work of art. A SSC is an extension of the person who created this work of art. Let me explain. A SSC is created to showcase a Tour or a group of Tours. These Tours are based on facts that are carefully researched and verified before the Tour is written. Yes, before a Tour is performed it has to be written, and rewritten, until it works. A Tour has all the elements of a song: timing, emotion, depth, phrasing, humor, narrative, delivery and much more. Once you get all the elements to mesh cohesively in the written form, then you transpose the written to the spoken. You then work on the spoken to make sure that the spoken is delivering the written. Next you have to ensure that the spoken corresponds with the visual. This visual timing is most important. Very rarely can you discuss something that you passed 10 minutes ago. Without the visual you've lost the impact of the point of discussion and subsequently most of your audience. You see where I'm going with this? A SSC/Tour is a work of art that you are constantly tinkering with and fine tuning. You can't let the work of art get old, outdated or stale.

  You have to keep it fresh and positive. By positive I mean that you should not dwell on the negative aspects of a destination. Most of the time I will ignore the negative unless it's unavoidable. For example: Suicides off of the Golden Gate Bridge are a world renowned fact so I have to mention it, but only in passing. Suicides off of the San Diego Coronado Bay Bridge are a lot less frequent and not as well known so I never mention it. My philosophy is that a Tourist would much rather share in the positive that a destination has to offer, rather than the negative. I believe that is one of the chief reasons a person travels...to get away from whatever. But at the same time, if caution is warranted, then you have an obligation to mention it. Just try to put a positive spin on it. For example: I managed a large program in Rio de Janeiro. Twice a week I would brief 1500 new arrivals in a huge auditorium. During these briefings I would describe their program in Rio, advise them how to best take advantage of their time in Rio and then sell them on the optional Tours that we had made available for them during their stay. But I also had to advise them of the dangers that can be found in any major city. Dangers like pickpockets and muggers and the like. But I had to do it in such a way that I don't frighten them so much that they stayed by the Hotel pool the whole time and didn't take any of the optional Tours (which is where the Company made it's profit). So I can up with a saying that I used constantly during the briefing: “Flash is trash. Skin is in.” I told them to put all their flashy jewelery in the Hotel safe and do what the locals do and walk around in nothing more than thong bikinis. I got a lot of laughs and it was a horrible sight to see, but over a 6 month period I had a total of one robbery. I took a negative and turned it into a positive. The Tourists were happy and the Company was happy.

  During my tenure the Company broke all optional Tour sales records.

                                     What Makes a Successful Sightseeing Company?

  You have to start with an interesting, attractive and desirable destination. The destination could be something new or something old, it doesn't matter. What matters is the spin you put on your description of that destination. The spin is your creative input. I've positioned a startup Tour in venues that have had heated, aggressive competition for decades and within weeks I'm holding my own and blowing past some of the old established SSC's. How? Because I brought innovative and creative thinking to old, tired markets. I've also taken a flier on new and unproven markets and, like Captain Kirk, gone where no one has gone before. Again, I saw a possibility and decided to give it a shot. In my Sightseeing World, I've followed a credo that I thought of back when I first started in the 1970's: “Open the door and invite all ideas in; for one of them may be King.” Keep stepping up to the plate; keep swinging the bat; at times you're going to strike out; but when you hit a home run, Man, it's a winner. So to be successful you have to be ready and willing to take chances and then back it up with service. Just be innovative and do your due diligence, your homework. The results will show in your product and in the smiles of your Guests.

                                        Two Categories of Sightseeing Companies

  Let's leave the creative hyperbole behind for a while and get down to the nuts and bolts of building your own SSC. There are two ways to get started in the Sightseeing business: you can operate as an Agent and charter someone else's vehicles; or you can start your own Transportation Company and operate your own vehicles and Tours.

                                                           Operate as an Agent

  Operating as an Agent is the quickest and least expensive way to start. You would use this avenue when you have never operated a Tour before and are testing a Tour idea for the very first time. There is no special licensing requirement nor do you have to carry heavy commercial insurance. A standard liability policy for $1,000,000 should suffice in the beginning.

  Your only major startup costs would be in your brochure. I always caution startups that, unless they are 100% certain that their Tour is going to be a winner, they would be best served to go with a one color brochure to keep the expense down. One of the requirements in a startup is the necessity for flexibility in scheduling, routing, timing and the Tour itself. If you have a costly four color brochure that has information that has to be changed after only one week of operation you're throwing away a lot of hard earned cash when you toss your already outdated one week old brochure. I know of SSC's who have started out and operated for months, without even printing a color brochure, until they have the kinks worked out of their system. If you're worried about the image you are projecting with a one color brochure then print a four color generic “announcement flier” to complement your temporary one color Tour brochure.

  Once you have your destination in mind and before you print your brochure you need to secure Transportation. Contact the various Transportation Companies (TC) available in your City and discuss rates. You must have an estimate of the length of time you'll need the vehicle because the TC's charter their vehicles by the hour with a three hour minimum. You'll be paying the agreed upon rate whether you have one person or a full bus. If you have an excellent idea for a Tour you might be able to sell the TC on a per capita rate which means that you agree upon a fix, per person, rate. For example you agree upon a $9.00 per person rate. That means the TC receives $9.00 for every person that takes the Tour that day. You as the Agent come out ahead if there are only a few on the Tour, but you sacrifice profits if you have a full vehicle. So you must consider that a per capita agreement takes the burden off of you having to commit up front for the vehicle, but whittles away at your profit if the Tour's a success. You also wind up with an unofficial partner in your venture. A partner who could, down the road, dictate terms. So keep that in mind. Acting as an Agent is acceptable if your Tour has a very short season and the Tour does not warrant the expense of owning your own vehicles. But if you have a winner, it's fiscally prudent to have your own vehicles, and then use another TC's vehicles for overflow. There are a lot of variables to operating as an Agent and there's no way I can anticipate and answer every question right now. But that is why I have create the Special Q & A section on my site; it's available just for this purpose and I encourage you to take advantage of it as questions arise. Let me finish this section by saying that operating as an Agent is an excellent way to get started. For some, who can't be bothered with owning vehicles and the maintenance headaches that accompany them, it's the only way to go. Especially if you're are happy with the limited income that is generated by operating as an Agent. But if you want to maximize profits than you have to operate your own properly licensed vehicle(s).

                                        Operate your own Transportation Company

  I have written extensively about how to start your own Transportation Company . An in depth discussion and booklet titled “How to start your own Transportation Company that serves the Tourist Industry”, can be found on my website. I'm not going to repeat that whole discussion here, but I will give you a few of the basics. These basic are tailored to fit and conform to the laws of the State Of California. If you live in another State you can use these basics as a reference point for your State.

1. Buy a vehicle. This could be a sedan, a mini van, a maxi van, a mini bus or a bus.

2. Buy commercial vehicle insurance.

3. Obtain a California Public Utilities Commission operating permit (PUC License).

  Operating your own transportation company gives you total control over your product, the Tour. The size of your vehicle will depend upon the daily average attendance on your Tour. If you can satisfy the demand and generate a profit using a minivan, than do so. You should always start out small and grow with the demand. Don't make the mistake of thinking large and buying large, only to have your dream and investment disappear because sales were weak.

  You also have to consider where to park your vehicle. A mini van or a maxi van (14 passengers or pax) in a suburban driveway won't generate neighborhood complaints. But once you start parking a mini bus or larger on the street every night; well, you'll get complaints. So as you grow you have to start looking for locked, secure compounds to park your vehicle. Rental storage facilities are a possible answer but make sure you have 24 hour access. Another possibility is a large Transportation Company who has the space where you can park and also pay to have their mechanics maintain your vehicle.

  Maintenance is paramount for you to be successful. If you can't operate a Tour that day because of a vehicle breakdown, you could loose not just the participants for that day but also the agents who sell your Tour. So you must arrange and schedule proper preventative maintenance and rigorously follow the program. You can't scrimp on maintenance because it will become obvious to your customers and to your agents. You never want to become known as unreliable or an operator of faulty equipment. Those two are the kiss of death in the Sightseeing business.

  Reality is that you are going to be depending upon a machine for your income and we all know that a machine is unreliable and will break down (no matter how new the vehicle is). If you find yourself with a successful Sightseeing Tour than it would behoove you to have a backup vehicle (or at least access to a backup) in case of emergencies. If you try to rely on just one vehicle you will be disappointed and so will your clients.

   I think that operating your own vehicles is the way to proceed once your Tour has proven to be a success. Just about everything you'll need to know to start your own Transportation Company can be found in my booklet. So if you think that this is the way for you to go then I encourage you to legally obtain a copyrighted copy.

                                                        Creating a Tour

  Creating a Tour is one of the most fun and at the same time most rewarding experiences you will ever have. To start with an idea; an idea that you find intriguing and that maybe, just maybe, others will too, is step one in the Creative Process. Then you flesh out the idea. You do this by driving and checking out the route that you're going to follow when you execute this idea. Does the route have visual interest and glitter. If it does then you've got a leg up on the process. But if it doesn't then you have to ask the question, ”Is there room to create interest and glitter?” Answer that question and then move on to the next.

  You look at the destination. If it's an old one then you ask “How can I make it unique and fresh?”. If it's a new, and as yet, untested destination you ask “Can I successfully market this destination?”. Answer these questions and if you still like what you're seeing then you move on to the next issue and that's research. Dig out the facts regarding your destination. If you have the gift of humor or song add it to the Tour. Then once it's fleshed out go around to your agents (the people who you will depend on to sell your Tour) and ask their opinion. See what kind of support you could anticipate if you implement the Tour. If you still like what you're seeing and hearing then it's time to look into Transportation and printing.

  Once you're done your research then you sit down and write a script for the Tour. Start with an outline and then drive the route and see if the timing of the outline is feasible. Once you get your timing down then it's time to write and complete the script. Finish writing the script and then memorize it. Know your stuff forwards and backwards and then add some extra fluff (you never know when you might be stuck in a traffic jam and you might have to fill some dead time). Now you're ready to seriously start your marketing. But before we get into marketing let me cover another avenue that bears consideration; and that's operating a shuttle disguised as a Tour.

  A shuttle is a necessary spoke in the Transportation wheel. A shuttle is a vehicle that follows a set schedule along a set route many times during the day. A shuttle is inherently tedious and boring both for the driver and for the riders. It's a necessity to get from point A to point B. For example there are shuttles to Casinos, to Zoos, to amusement parks, to Convention Centers and the like. So what if you were to take a shuttle route and create a tour around it. Don't you think that if the people and the drivers had the option of a shuttle or a shuttle/Tour, they wouldn't prefer the latter? Especially if the cost were the same. Let me give you an example of what I'm talking about.

  I started a shuttle from downtown San Diego to the coastal village of La Jolla. I did this because a cab ride was $35 or more and an individual didn't always want to fork out $70 or more just for Transportation cost. Granted La Jolla was a great destination with a world renowned reputation but there was only two ways to get there; taxi or public bus (which took over 2 hours). So I positioned a shuttle (The La Jolla Shuttle) in downtown San Diego and ran it up to La Jolla 7 times a day for $6 a person each way.

  Before I started operating I went to the many shops and boutiques in La Jolla (the Village is considered San Diego's Rodeo Drive) and signed up 36 businesses to advertise (for a fee) on my Shuttle. Then I produced a video of the Village and of the 36 businesses and ran the video on a continuous loop inside my vehicle on a TV screen. The video had no sound but offered a great visual (not that La Jolla needed any help in that department seeing as it's one of the most beautiful coastal villages in the world). The video had no sound because I wanted to be able to lecture and share with my guests all that the Village had to offer. I also handed out a La Jolla Shuttle map of the Village and the location of the 36 businesses that were advertising with us.

  Finally I handed out a discount coupon sheet that listed savings of up to 25% for Shuttle riders at the 36 advertisers. A win win situation for everyone involved. So to recapitulate: I had an idea for a shuttle that had never been tried before; the destination was gold; to guarantee it's success with my Hotels and with the paying public, I gave the shuttle cleavage (video, maps and discounts); and voila', I had a winner...a shuttle disguised as a Tour.

                                                                          Marketing

  Marketing is an integral part of your research and due diligence. You can have the best idea for a Tour but if you can't sell it, you'll never get off the ground. First you have to know who your Tour is going to appeal to. That's your Market. Then you have to approach your Market and outline your plan to them. Listen to your Market. It's one of the hardest things you're going to have to do. Listen to your Market and make any recommended changes to your idea. You have to remain flexible and thick skinned in your convictions. Something you might think brilliant could be shot down by your Market as unsuitable. And you have to accept their input as they are the ones buying your product. Keep in mind that once you're up and running you can try out your brilliant idea at a later date (Don't be surprised if that brilliant idea bombs. It's a hard concept to admit to but sometimes your Market is smarter than you are.)

  My Market has always been Hotels. I decided on Hotels for a myriad of reasons: they were plentiful and offered a large client base to draw from; they had a continuously revolving client base; acquisition was a set fee or per capita commission; my Agents/ contacts (concierge, door staff or bell staff) were all of a similar mind set and temperament; and they needed my product to satisfy their clients. You could argue that Hotels are the only Market out there and I would quickly counter with the Corporate argument . Corporate requires a lot of Sightseeing/shuttles for it's employees and clients. I have never aggressively pursued Corporate because of their constantly changing requirements; the diverse personalities of the decision makers; and their idea of fun didn't always coincide with mine. So I stuck to Hotels.

  When Marketing to Hotels there are a few constants that you should be aware of. Reliability, liability, and service are non-negotiable items. Reliability means that you will be there when you say you're going to be and you will deliver on all you promised. Liability means that you accept all responsibility for any accidents or mistakes. Service means that no matter what, the guest is always right and you will do everything in you power to satisfy that guest. Agree to these three items and you might get into the Lobby of the Hotel.

  But if you expect the Hotel to recommend your product, you are going to have to cultivate a relationship and prove that you can deliver. Case in point, The La Jolla Shuttle. Although I had a two year working relationship with my Hotels, when I started the LJ Shuttle I ran virtually empty for two weeks as the Hotels waited to see if I was going to deliver everything I had promised on this new product. They sent me some trial guest and then quizzed them upon their return. The Concierge even sent some of their own staff to ride and check it out. Once they felt comfortable with my product they then opened the gates and filled my vehicles. It should be noted that there was no commission built into this program. They recommended the service and handed out fliers to inquiring guests because it was a needed service and they wanted, for their guests sake, for the Shuttle to succeed. And it did. Very nicely, thank you.

  Speaking of commissions it should be noted that, while the amount paid should be uniform and standard to everyone within a Hotel, the method of payment can vary. The Concierge usually like to receive their payment  in a check form once a week. The bell and door staff like instant gratification in cash.

  I mentioned that the amount to a Hotel should be uniform. If you start to pay different amounts to different Agents in the same Hotel, you could be creating a potential for backlash and animosity. Different percentages to different Hotels is another matter. If a Hotel is a big producer than it warrants a different commission. At the same time if you are trying to either resurrect an old association or build a new one than you might dangle a larger carrot to secure the business. But keep in mind that if your other Hotels hear of a more lucrative commission structure being paid to another Hotel, they are going to try and get the same (with subtle admonishments if they don't). So beware of the potential pitfalls of a multi level commission structure for your Hotels.

  Finishing up with Marketing to a Hotel. Because of the high turnover of Hotel staff and the constant threat from competition you should plan on making the PR (public relations) rounds to all your Hotels at least once a week. By this I mean dropping in for an informal chat with your primary Agents, meeting any new Agents (introduce your Company, explain your outstanding Tour to them and offer them a complimentary Tour) and discussing any problems or successes that might have occurred during the week. Keeping in constant contact with your most important Agents is paramount to maintaining a strong presence within your Hotels. Ignore the PR side of your Marketing and your competition will blow right past you.

                                                                            Reservations

  Reservations is where you close the deal and make the sale. If it's one of your agents calling then you are quick and efficient. Take down the information and confirm the pickup time. If it's a prospective guest inquiring about the Tour you have to exercise patience and understanding as you answer their questions (the same questions you have answered a thousand times before).

  You have to have a live, knowledgeable person answering your reservation line. An answering machine or answering service that only takes your name and phone number for a future call-back will not work. Your Hotels and prospective guests want confirmation and answers, respectively. You can not forward the reservation line to you as you are driving the Tour. To do this would stop the flow of the Tour and alienate your paying guests. So plan on either hiring a Driver/Tour Guide (and you handle the reservations and PR) or you drive and hire a reservation/PR person. Also keep in mind that your reservation line must be up from at least 7am until 8pm or 9pm, daily. Your Tour might not operate every day but your reservation line has to. The quickest way to lose an Agent of a guest is to not be available to take a reservation or answer a question. 

                                                                         Summary

  I've reread what I have written regarding starting your own Sightseeing Company and I realize that I have only scratched the surface when it comes to explaining how to get started. The reason it seems so incomplete is because there are so many variables that can only be addressed when one knows the type of Tour one is attempting to create. That's what makes Sightseeing so much fun. You can create a Tour for just about anything and if it's packaged and marketed correctly, it will sell. So I encourage you to go to the section on my site labeled Special Q & A. Here you can ask your Special Questions and find Answers. Not just answers to your questions but also to questions posed by other Sightseeing Company wanna bees or current operators. One thing you'll find out about this business is that the education never stops. Every day you're encountering a new challenge that you have to resolve, you can't just ignore it. At the end of the day there's a real sense of accomplishment and satisfaction for a job well done.