Pure Luxury adds Napa to expansion route

[caption id="attachment_67953" align="alignleft" width="394"] Gary and Jennifer Buffo, president and chief operating officer of Pure Luxury Transportation[/caption]

NAPA -- Pure Luxury Transportation is establishing a Napa Valley base of operations for up to a quarter of its 100-plus limousines, sedans, SUVs, buses and, soon, motorcoaches as part of a Bay Area expansion plan amid a double-digit increase in revenue last year.

After operating the company for 22 years, owners Gary and Jennifer Buffo also are bringing in high-profile local hospitality to help manage current and planned growth.

Pure Luxury (707-775-2920, pureluxury.com) leased a nearly 13,000-square-foot facility on 2.5 acres at 30 Case Ct. in south Napa and plans to move in February about 30 of the vehicles there from the Petaluma headquarters and hire 40 to 50 local drivers, detailers and, eventually, dispatchers, according to Jennifer Buffo, chief operating officer. She expects the facility to be fully staffed in a year's time.

"We found that our clientele and corporate clients based out of Napa Valley want a local company," she said.

The company already chauffeurs individuals, small groups and large numbers of event-goers in Napa County.

For example, Pure Luxury for at least the last couple of years has been moving 900 to 1,000 vintners and their guests for Napa Valley Vintners' Premiere Napa Valley trade auction, this year set for Feb. 23, and 1,500 to 3,300 wine enthusiasts for the Auction Napa Valley charity fundraiser, set for June 1.

"In the hospitality industry, you work with organizations that reflect your brand and level of service one would expect from NVV," spokeswoman Cate Conniff said.

Pure Luxury faces competition from luxury-transportation companies already based in Napa Valley, according to Michael Palmer, general manager of The Meritage Resort & Spa in south Napa. With its major expansion last year, the property has become a group-bookings powerhouse in the valley. This year, the hotel projects it will book 42,000 group room-nights, up from 32,000 booked in 2012.

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