A ride-share service that launched Tuesday in three southern Alberta communities will put more female drivers on the roads.
Pink Car Service is a company that is aimed at improving the transportation options for women, seniors and people with special needs in Calgary, Cochrane and Airdrie.
The majority of the company’s employees are women, said owner Brooke Garcia.
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“Females tend to get nervous when it comes to driving,” Garcia said, when asked why the industry attracts fewer women. “… We want to take the taboo and the stigma out of that.”
LISTEN: Pink Car Service launches in Calgary, Cochrane and Airdrie
Jeff Garland, the general manager of Associated Cabs in Calgary, admits there are fewer female drivers and agrees that the ride-share and taxi industry is not for the thin-skinned.
“I don’t think this transportation is for all the ladies out there. Some are tougher than others and can handle their own,” he said. “It’s not for every male either. You have to have a high level of tolerance and you have to put up with a lot.”
Garcia said her company has a strict screening process, as well as an 18-course training program for all of its new hires. Drivers are also required to undergo a police criminal record, child and welfare and vulnerable sector check as well as CPR and First Aid.
Patrick Wilson, from Taxi4U in Cochrane, said the training Pink Car Service staff go through appears to be quite extreme. Wilson said his company does background checks and that employees must be licensed as a class four driver by law.
LISTEN: Co-owner of Taxi4U in Cochrane reacts to new, predominantly female ride-share service
“Our motto is safety, security and service,” Garcia told News Talk 770.
Garcia said that in researching the company, she learned there is a high demand within the vulnerable communities in the three Alberta locations because of longer wait times and difficulties in booking transportation options.
“They’re excited not to have to wait days to get a ride and that they can book as quick as 30 minutes in advance,” she said.
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Garland said Associated Cabs already spends the majority of its time “catering to people with disabilities and seniors groups.”
“They’re one of our biggest clienteles,” he said.
“You know, people think that corporate travel is a big part of the taxi and limousine market. Well, it’s not really true… seniors, people with disabilities and people in that low- to middle-income range – that can’t afford a car, or don’t find it financially feasible to own a car – those are the majority of the people that we cater too.”
He also suggested the industry is already so saturated, a new ride-share service could have difficulties staying afloat – especially one that focuses on vulnerable communities.
“When they’re talking about the vulnerable sector … my curiosity is, how they are going to reach out to these individuals – especially the seniors, as most of them don’t use smartphones.”
The City of Calgary’s Livery Transport Bylaw states that ride-share operators cannot pick up a fare through a “street hail” and must instead use an app.
Wilson said his company does serve the vulnerable community in Cochrane, but admitted that they are not fully equipped to meet its diverse needs.
LISTEN: Owner of Pink Car Service on the need for more transportation options serving vulnerable Albertans
“We don’t have handicapped vehicles, or anything that goes above and beyond just what a single driver and a single vehicle can accommodate,” he said.
Garcia also said that many of her employees also have extensive experience working with Albertans in vulnerable communities.
Garland said he doesn’t expect the new ride-share service will have a big impact on his business.
Calgary Transit also provides transportation for people with disabilities through Access Calgary.
News Talk 770 reached out to The City of Calgary and Uber but had not received a response at the time of publication.
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