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Kaye Gitibin, the chief executive of Go Rentals, is a self-professed hospitality junkie.
“The answer to every question is yes,” Gitibin told the Business Journal about the service he provides at his luxury car rental business.
That mantra has proved sustainable for the Newport Beach-based company, which marks 30 years in business this year—expanding from one outpost servicing John Wayne Airport to over 250 fixed base operator (FBO) locations in 32 states. Of those, 87 locations opened in 2024 with 40 more expected this year.
“It was a big growth year for us,” Gitibin said during an interview at the company’s headquarters near JWA.
The company’s core business is serving private aviation customers—high net-worth individuals and Fortune 500 companies seeking “white glove” treatment once their plane lands on the tarmac. Go Rentals provides an assortment of vehicles—from Range Rovers to BMWs — and will even deliver rental cars to a client’s hotel or private residence.
No waiting. No paperwork.
“We know how to throw the red carpet for our guests,” Gitibin said.
From Seven Minivans to Luxury Cars
On Nov. 7, 1995, Gitibin and his younger brother, Kavous, launched Go Rentals in a 700-square-foot office across the street from JWA. They started with seven Chevy and Ford minivans.
The two brothers, who as teens arrived in the U.S. from Iran in 1982 and lived in Corona del Mar, saw a gap in the rental car market.
“When it came to car rental, it was a commodity,” Kaye said. “People go there, and they stand in line, get a car— any car that is available—you take it and you leave.”
Kaye, who worked as cook and dishwasher at upscale restaurants as a teen, likened his vision to the hospitality industry. Restaurants are divided into sectors—from fast food to fine dining. Hotels are ranked from one-star to five stars.
So, they decided to carve out their own niche by creating an elite car rental service.
“We are service junkies,” Kaye said.
The brothers initially targeted customers who needed 7- to 8-seat passenger vans to shuttle large groups or families.
“We thought that if we specialize in renting bigger cars, we don’t have to compete with the legacy car rental companies,” Kaye said.
Within a few days, all the vans they bought had been rented by local schools, churches and universities. Newport-Mesa Unified School District and the University of California, Irvine were the company’s first clients, using the vans to ferry students to athletic events.
In the beginning, the brothers did everything.
“We were washing cars. We were renting those cars. We were the customer service person. We were the marketing person. We were the CFO, and we were CEO,” Kaye said.
9/11 Triggers a Pivot to Private Aviation
Business was going so well that they added a second location in Anaheim near Disneyland in 1999.
By 2001, the company had grown its fleet to 100 vans.
Then, the tragic events of 9/11 occurred.
The coordinated U.S. attacks disrupted business and leisure travel in the U.S. in the months that followed.
“No one was traveling. No conventions. It was disastrous,” Kaye said.
He and his brother had to borrow money from friends and relatives “to keep our head above water,” Kaye said.
Go Rentals pivoted, closing the Anaheim location and expanding the business to cater to private aviation customers who desired high-end cars with low miles.
They traded their fleet of family-style minivans for elite brands like Range Rover, BMW and Mercedes-Benz.
“Our guests wanted nicer cars. They wanted to be treated like royalty,” Kaye said, noting that some clients do request Camrys, as well.
Go Rentals buys some of their cars directly from local dealers, including Bentley Newport Beach, Fletcher Jones Audi, House of Imports Mercedes-Benz, Porsche Newport Beach and Porsche Irvine. They also buy from all AutoNation dealerships in Orange County.
Once cars go over 18,000 miles, Go Rentals sells them.
The vehicles come in four colors: white, silver, gray and black.
Still, some customers make special requests. One asked for an orange Mercedes-Benz G-Wagon. Kaye secured the limited-edition vehicle and after it was rented, he sold it.
“We do it all the time,” said Kaye, who declined to disclose the names of his clients to protect their privacy.
Boston Red Sox Investor Takes Notice
Providing vehicles to private aviation customers is now Go Rental’s core business. In 2024, the company opened 87 new locations—84 of which were through its partnership with Orlando-based Signature Aviation.
Beyond its presence at multiple FBO locations, Go Rentals has also established partnerships with over 50 luxury hotels and is expanding its services to include working with international dignitaries, equestrian centers and sports and entertainment companies.
“They appreciate the car being dropped off at the stables,” Kaye said of the company’s expansion into servicing equestrian enthusiasts.
Over 30 years, the company has successfully navigated three major national recessions and a global pandemic, demonstrating its resilience and adaptability, Kaye said.
Kaye declined to release detailed revenue figures.
He noted: “We began with $1 million in revenue and have steadily grown both our top line and team. Since then, we’ve expanded our footprint significantly, and have added multiple locations. Today, our annual revenue is in the hundreds of millions.”
Kaye also said that Go Rentals has 60 employees and is growing. The company is relocating later this year to larger headquarters in Newport Beach near Fashion Island, where it plans to increase its headcount to 100.
In 2023, the company caught the attention of New York-based RedBird Capital Partners.
The private equity firm, whose diverse portfolio includes investments in the Boston Red Sox owner Fenway Sports Group, FBO operator Aero Centers and the Italian football club AC Milan, took a minority stake in Go Rentals.
Kaye said he and his brother took on the RedBird investment “because of the doors that they’re opening for us.”
Also taking notice of Go Rentals are other U.S. states. Many like Florida have tried to dangle tax incentives before the company to lure them to relocate headquarters.
But no perk could get Kaye to leave Orange County, he said.
“I can’t imagine moving my corporation anywhere else.”
Rolling out the Red Carpet
Kaye Gitibin doesn’t hire anyone to work at Go Rentals who has previously worked at a car rental agency. Instead, the co-founder of the elite car rental company employs people with hospitality backgrounds, including those who have worked at high-end hotels.
From there, he takes over the training.
He teaches employees how to converse with guests and how to greet them with a handshake and a “genuine smile.”
“Anticipate, anticipate, anticipate their needs,” he told the Business Journal. “Always go above and beyond to make an impression.”
Once guests land on the tarmac, there’s no paperwork to sign. Everything is taken care of digitally, for a seamless transaction.
“We don’t want them to stand in line,” Gitibin said.
Go Rentals also acts as a quasi-concierge service. Employees are trained to recommend the best restaurants in town, where to shop and where to play golf.
There’s no task that is too difficult.
Once a prominent guest requested that a dozen red roses be placed in the passenger seat of the rental vehicle to surprise a new girlfriend. Gitibin took care of it himself, buying “big bud” Brazilian roses for $360, he said.
The guest, who was staying at The Resort at Pelican Hill, later called him to thank him for the impressive bouquet. (Yes, the client ended up paying for the flowers.)
“You went above and beyond what I asked,” the client told him.
On another occasion, a customer asked Gitibin to buy his wife a Van Cleef & Arpels bracelet from South Coast Plaza. He had the bracelet waiting for her upon their arrival.
Gitibin said Go Rentals provides this kind of hospitality daily.
“We make service a culture.”
—Nancy Luna