Anyone can be a star

Company lets hard workers try out exotic cars

By: Gwen McNamara
   Sick and tired of renting the same old limo or sedan for business trips? Or maybe you’re looking for a hot ride to kick your next event into high gear?
   Either way Larry and Legia Shulan, owners of Exotic Car Rentals of New Jersey in Allentown, have the answer.
   Both car enthusiasts, the Shulans offer businesses and individuals the chance to rent exotic cars on a daily, weekly or even monthly basis. The business serves all of New Jersey as well as eastern Pennsylvania.
   "Our focus is on the greater-Princeton area," Mr. Shulan said. "We’ve had lots of interest from people and businesses in Lawrence and Princeton."
   Right now, the business’ fleet consists of four vehicles — a Corvette C6 convertible, Mercedes SLK 350 with retractable hard top, 2005 Hummer H2 and 2004 Dodge Viper convertible. All the cars are white, except for the Corvette which is silver.
   The cars, kept in garages behind the business’ Allentown storefront and nearby, are all as fully equipped as possible.
   "We have superior-quality sound systems, the latest navigation equipment, leather plush interiors, etc.," Mr. Shulan said. "We’re all about giving our customers the very best."
   Rates for the vehicles are based on the type of car and day of the week.
   Weekday rates are less expensive, Mr. Shulan said.
   For example, prices would range from $199 a day for the Hummer to $399 for the Viper, he said. The others would be $229 a day.
   On the weekend, the Hummer would be $225 a day, the Viper $499 a day and the others $255 a day. Discounts are available for multiple days and weekly or monthly rentals.
   Always the entrepreneur, this is not the first business for Mr. Shulan.
   "Twenty years ago, I decided I wanted to start my own business and started with something I knew and liked," he said. "I’m an avid boater, so I owned and operated my own marina."
   He worked for a couple of years selling boats part-time in the South Jersey town of Berlin before opening his marina in Tuckerton, which he ran for five years. He then moved into the real estate business.
   "I got the idea for the exotic rental car business while on a trip to Las Vegas about six years ago," Mr. Shulan said. "I saw this business called Rent-a-Vette. You could rent Corvettes and similar sports cars, like Vipers and Hummers.
   "I rented a Viper for the day," he continued. "It’s the kind of car you always want to drive, but the dealer won’t even let you sit in. I’m a car enthusiast, and I thought it was just a great idea."
   Mr. Shulan and his wife put together a business plan, and eight months ago, Mr. Shulan left his real-estate job in North Jersey to begin work on the exotic-car idea.
   "We believed if Rent-a-Vette could do well in Denver, Phoenix, San Diego and Las Vegas, why couldn’t it work for us in Princeton?," Mr. Shulan asked. "Demographically, looking at the Princeton area — generally a 20-mile radius from Princeton — Princeton has higher incomes and higher home values. The climate is comparable to, say, Denver as well."
   To find out if their business was truly viable, the Shulans consulted experts from SCORE, the Service Corps. of Retired Executives, and conducted market surveys in a variety of settings. They set a stand-alone questionnaire in upscale salons in Princeton and Rocky Hill.
   "People would come in and fill out a survey," Mr. Shulan said. "They’d be shown a picture of a car, our rates of $200 a day and up, and asked whether they’d rent from us for a very special occasion, birthday, anniversary or just for fun."
   He also talked to people at the Princeton Junction train station and set up a booth at last year’s Italian Festival in Mercer County Park.
   "At the festival, I hired someone to show pictures of cars and ask questions," Mr. Shulan said. "The response was extremely good and identical at all survey locations. About 60 to 65 percent of people indicated they would rent. We were hoping to get a response of about 5 to 10 percent."
   With these findings in hand, the Shulans then turned to finding financing. They found it through Commerce Bank in Flemington with a U.S. Small Business Administration loan.
   "We walked in to apply and were approved the next day," Mr. Shulan said. "It was incredible."
   And while the business’ storefront is physically located in Allentown, Mr. Shulan reports interest has ranged far and wide.
   "Exxon Mobil in Paulsboro rented our Corvette for a week to display," he said. "I’ve gotten calls from California and Ohio. Advertising agencies have asked to have our cars for photo shoots. Overall interest has been mixed, both locally and farther afield."
   
For more information about Exotic Car Rentals of New Jersey, visit its Web site or call (866) 730-CARS.