
The Deal Table
Alex Danza, Vonlane: They Said Nobody Would Pay $99 to Ride a Bus
"People thought I was crazy 12 years ago. You're going to ask people to spend $99 to ride a bus. They thought I was nuts. And I thought I was nuts a little bit."Alex Danza is the founder and CEO of Vonlane, the premium motorcoach company he launched in Dallas in May 2014 with two coaches and a single route to Austin. Twelve years on, Vonlane runs more than 500 weekly departures across Texas, Tennessee, and Georgia, has carried 1.8 million passengers over 36 million miles, and has never taken a dollar of institutional capital.The original plan was a regional charter business. Danza killed it once he saw the industry competed on nothing but who bid lowest, and a coach salesman offered him a way out: an empty shell he could finish however he wanted. What came back is closer to an airline than a bus line. Terminals in downtown Dallas, Austin, Houston, and Nashville rather than an airport twenty minutes out. Twenty-two first class seats, an attendant on every trip, Starlink, meals included, and a library voice policy enforced with a discreet card and a piece of chocolate. Net promoter score runs at 90, and the first two coaches he bought are still on the road and still earning.Then COVID erased two and a half years. He was two weeks from launching Nashville when March Madness was cancelled, went dark for six weeks, took Vista Bank's first Main Street lending loan, and did not reach Tennessee until 2023. On the fare he is plain: it started at $99, it is $129 today, and it will never be dynamically priced. "It is an airline on the ground, this business." The pricing is the one part of the airline he refuses to copy.Also in this episode: how Vonlane picks a route and why it runs to Buckhead instead of Hartsfield, why he will not hire a driver without two years on a 45 foot motorcoach, what he actually wants from autonomous vehicles and the DOT, raising capital in one ten minute phone call, why he would sell to private equity or a family office but never go public after Andersen and Enron, and what solving ground transportation for NetJets taught him first.Hosted by Ryan Harper and Lane Carrick. Produced by Harper Belmont Media.CHAPTERS0:00 Intro2:01 Sponsors3:17 Starting a thing that should already exist3:53 The 200 to 250 mile problem6:50 Downtown terminals, not airports10:01 $1.2 million a coach, and why the IRR works11:21 The first two coaches, 12 years later11:56 The original plan was charter13:18 "I'll just sell you one that's empty"15:07 Competing on productivity, not price16:59 How a route gets chosen18:35 Buckhead instead of Hartsfield20:00 COVID cost them two and a half years21:29 Two weeks from Nashville, then March Madness died26:14 Six weeks dark26:32 Vista Bank's first Main Street loan27:53 Maintenance and a 0.04% month29:27 Two years on a 45 foot coach, no exceptions35:51 "People thought I was crazy"39:35 Sixty percent book inside seven days41:48 Fifty-fifty business and leisure, NPS of 9042:37 The shutdown sent them 30% more riders43:37 He wants DOT hours, not a driverless bus48:56 Raising the money: one call, ten minutes50:42 No institutional money, ever51:57 $99 to $129, in very small steps54:01 The library voice policy56:21 225 employees, and Miles the AI agent1:00:16 When a coach goes down in Waco1:04:30 The endgame: an exit, not an IPO1:06:35 Andersen, Enron, and staying private1:09:48 Events are the business1:14:15 Before Vonlane: Y2K and the road1:15:31 Solving what NetJets could not1:19:39 What people get wrong1:21:31 CloseSPONSORED BYCapital Southwest | https://capitalsouthwest.comSecurity National Bank | https://securitynational.bankBlockchain.com | https://www.blockchain.comVonlane: https://www.vonlane.comThe Deal Table: https://www.linkedin.com/company/the-deal-table/Ryan Harper: https://www.linkedin.com/in/ryansharper/Lane Carrick: https://www.linkedin.com/in/b-lane-carrick-65a728/Lane's book, The Optima Advantage: https://amzn.to/48nLElW






