The Coach Inc.

After the terrorist attacks occurred on Sept. 11, Chris Gorman knew that air travel in the United States would never be the same again.

Gorman, having a background in transportation, decided to start a luxury coach service to provide transportation between Oklahoma City and Dallas as a direct result of the attacks.

Now, traveling by airplane takes much longer as increased security measures have been implemented to try to prevent further attack.

"You never know when an airport might be shut down and bring your business plans to a halt," said Gorman, founder and CEO of The Coach Inc.

The Coach, a luxurious bus service, is aimed at people in the market of traveling 250 miles or less to their destination.

"My belief is we (The Coach) could get you to a city like Dallas, quicker and for less money" than flying, Gorman said. "By riding The Coach, you get more for less. Certainly in these times, value is the name of the game as we are coming out of recession."

The company is marketing the service to business or leisure travelers as well as shoppers.

The Coach provides passengers safe and comfortable transportation with amenities such as leather captains chair seating, cleanliness, and first-class meal and beverage services. Each bus is equipped with satellite TV and radio receivers along with power-outlets so that all passengers will be able to connect laptops computers and cell phones.

The Coach "provides first-class amenities at a coach price," he said.

A round-trip ticket costs $185. Gorman said the company for a limited time will be offering a "Spring to Dallas" promotion offering rides from Oklahoma City to Dallas for $99 round trip.

It's been about a month since The Coach transportation service began and plans for expansion are already under way in markets including Shreveport, Austin and San Antonio.

"It's proven to be a valuable service for Oklahoma City," he said.

During the week, The Coach provides two round trips daily between the Westin Hotel in downtown Oklahoma City and Dallas' Galleria Westin Hotel. A third coach leaves Saturday morning that is convenient for shoppers who want to get away, Gorman said.

Each trip, which can transport about a dozen people, takes just over three hours one way, according to Gorman.

"I believe that The Coach was an idea that made sense pre-Sept. 11. I believe there is a need to serve Oklahomans between OKC and Dallas," Gorman said.

"What's going to be important is that travel in The Coach is a viable alternative to air travel. We know that might take several months to catch on, but we expect ridership to increase and capacity to increase as well."

Brian Haynes manages operations for The Coach. Investors include Barry Switzer and Larry Derryberry.

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