There’s a new ride coming to town – where safety, security and service are at the forefront and ladies are behind the wheel.
Pink Car Service is launching next week in Airdrie, Calgary and Cochrane – offering, pre-booked ride sharing services for those in the vulnerable sector.
“I started in this industry about seven years ago and I fell in love with it,” said co-owner Brooke Garcia, whose background in education led her to work for parent company 4Seasons Transportation – a Calgary-based company that provides transportation for persons with a range of disabilities, including children.
A growing trend for “pink ride services” – safety-first, female-only drivers who go through extensive security screening and road training – is popping up around North America and is a trend that Garcia said originated in Europe.
Garcia’s service is solely run through an app that can be downloaded onto any Smartphone – much like ride-sharing service Uber, which launched in Calgary last fall. All drivers and users must apply for memberships or potential job opportunities through the app; all payments are also done through the app.
As a woman working in an industry dedicated to helping seniors, children, persons with disabilities and women get safely from point A to point B – Garcia said the business has been in the works for some time due to a growing demand she has seen rise over her tenure with 4Seasons – which has contracts with various school boards and government programs.
It provides a measure of relief for some future users – like Cochrane mother of three, Mandy, who requested only her first name be printed.
“To me, it’s a safety thing … you wouldn’t catch me dead getting into an Uber,” she said, explaining that she has a long history of trust issues with members of the opposite sex and is not comfortable with a man behind the wheel.
“I’m very guarded and cautious,” said Mandy, who suffers with some health ailments and whose children have special needs.
The concept of a company operated by a woman and with a fleet of drivers of the female persuasion appeals to Mandy, who said she foresees using the service “a couple of times a week.”
“By no means are we trying to be discriminatory (against men) … we’re just trying to provide a much-needed service for the vulnerable sector,” explained Garcia, adding that males who could employ the pink service include those with disabilities, seniors and children.
Garcia said what sets Pink Car apart from other ride-sharing services is that they provide a “premium level of service;” carry a high liability policy of $30 million; maintain consistency for clients by not raising rates on holidays or peak hours of service; and possess additional certification such as First Aid, CPR, Verbal Judo and an option to learn American Sign Language through their in-house training.
Some of their vehicles – which are not pink in colour – are equipped with wheelchair transportation and other amenities to “accommodate any physical or emotional challenge.”
“These are all accomplished women,” said Garcia in a recent press release, with reference to her roster of drivers.
“We believe in continuous learning and because our school is actually part of our company, we’ve been approached by other companies wanting to attend our classes.”
Patrick Wilson has been the co-owner of Cochrane’s longest running taxi cab service in town – Taxi4U.
Wilson said while he is in favour of free market conditions to bring ride-sharing programs into town – he questions whether there is an established need for something like this in Cochrane.
He added that he has not been made aware of any reports of his drivers acting inappropriately and should he learn of such activities, he would deal with these individuals “immediately and harshly.”
All Taxi4U drivers are required to undergo a criminal record check and provide a driver’s abstract, as well as proof of additional licensing requirements. The company has been in Cochrane for 10 years and currently has 16 drivers.
The official Pink Car launch will take place June 27 at Stephen Avenue Mall in downtown Calgary with 30 cars hitting the Calgary streets and six Cochrane drivers on that list; minimum fares are $20.
