Community Highlights: Meet Howard Gossack of Blue Lion Pedicab

Today we’d like to introduce you to Howard Gossack.

Hi Howard, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I started in the rickshaw business in Ottawa, Canada in 1990. We ran actual rickshaws there. Within a few months, my partner and I bought out our boss and away we went.
We learned a great deal in those first 10 years. I also obtained my degree in print journalism and became a reporter/editor.
Eventually, I moved onto Toronto and then took it full time to Las Vegas, Santa Barbara and then Orlando where we eventually became the exclusive on site pedicab company at Universal Orlando where we operated for 15 years. We took over 500,000 guests for rides annually. That ended with covid.
In 2020, we reached a crossroads. Leave the industry or double down.
I stuck with it.
We opened in downtown Phoenix in 2021 with pedicabs and now have 20 bikes in our group. We specialize in street level branding programs and have worked with brands such as Pepsi/Rockstar, Sam Adams, Curaleaf and Fox Restaurant Concepts. We also work with golf carts in Scottsdale on a branding level.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
There have always been challenges. When we started, there was no group to look to for advice. We were part of the first wave. Figuring out equipment issues, hiring and training, selling ads was all a long process. In that process you have to generate enough revenue to keep going. Not easy in a non traditional business model.
Also, working in an “outdoor” environment was, shall we say, challenging on various levels. Dealing with weather, late hours and ways of doing things on the street was an education unique to our situation.

Alright, so let’s switch gears a bit and talk business. What should we know?
Blue Lion Pedicab was a rebrand from our original name of Orient Express Rickshaws. My young son really created the Blue Lion name knowing I like lions and the color blue so he gave me a Blue Lion for my birthday and said we should name the new business after it.
My role has continued to change and evolve over the years. I don’t ride as much anymore as I am out there only 1-2 times per week. I focus more on the business development side of things. We are very fortunate to have experts in bike maintenance and management in our group. Without them, I could not do this. Our model is different than most other pedicab groups. We try to make advertising and service events our main sources of revenue rather than rent from drivers. We have one of the lowest driver rents in the country which allows for very high driver retention and makes our experience a positive one. Every concept has to start with our drivers and their performance.
I would say we are most proud of our 15 year run at Universal Orlando. That was something which had never been done. Also, we are very proud of what we are doing here in Phoenix/Scottsdale. We are working more with local business and community organizations and creating something very special.
Pedicabs are an old school concept which still is unique and fun. There is nothing like riding in a pedicab. We work very hard to make sure that concept remains the same.

We’d love to hear about how you think about risk taking?
I feel every business owner takes risks.
I also think every entrepreneur has to have their own reasons for owning a business beyond the money component. For me, my desire to own the business and take on the responsibilities of running it is what makes it worthwhile on a daily business. Beyond what the business can supply for me, it helps many people on the levels they need. It’s very organic on that level. If you can get the right levels of involvement for those concerned, it has a chance to become something important and special to everyone involved.
That is what we are trying to do with Blue Lion Pedicab.

Contact Info:

• Website: https://phoenixpedicab.com/
• Instagram: https://www.instagram.com/bluelionpedicab/
• LinkedIn: https://www.linkedin.com/in/howard-gossack-9351348/

Image Credits
Greg Conn Photography.

Greg started with us right from the get go. He is great.