CHARLEY'S TAXI | the Brand

"We've long been fans of Charley's Taxi --- not just because they get us to the airport in fine style when we need to go there, but because they really understand the BIG idea behind the power of the brand. Run by three generations of strong women (we like that, too!), Charley's has spent more time than any transportation company we know understanding what its customer wants and delivering it. Charley's drivers all go through a training program developed by Dale Evans, and there are written standards of cleanliness,honesty, behavior and dress that are strictly observed.

That's why Charley's has won prestigious contracts like Hilton Hawaiian Village's and Aloha Tower's. At those places and others around town, you'll see Charley's drivers with their late model cars, spiffed out in clean white shirts, bright red ties and big friendly smiles. That's also why Charley's repeatedly wins awards from the visitor industry and others.

Dale Evans, Her mother Helen Morita, and her daughter Darci know that inside/out delivery of consistent, excellent services translates into a powerful brand.

As Darci wrote in her Christmas letter "If you're ever in the vicinity of Foodland Ala Moana some afternoon, you may see my grandmother, who is 86 dispatching taxis from her car. It's actually pretty cute. As Ala Moana Shopping Center is upgrading and expanding, the traffic there has been horrendous, making it more difficult for taxis to get in and cover the stand...so to ensure that customers get speedier service, Grandma will watch the stand from her car and either cell phone the dispatchers or radio taxis in. (Now that's what I call service)."

Our hats we never wear are off to Helen Morita, her daughter Dale Evans and her granddaughter, Darci.: Three women who really understand the power of the brand!"