Eco-tour firm ‘Hummer’-ing along

[PARAGON]

<Table><FONT face=Times size=+2>Eco-tour firm ‘Hummer’-ing along
</FONT>
<FONT face=Times size=3>Company uses H2s to take customers to
desert areas</FONT>



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<FONT size=2><B class=headlink>Elite Land
Tours [/b]
Headquarters: Palm Springs
Owners: Mark Farley,
founding partner and partners Jim Trout and Tia Kennedy
Founded:
September
Business description: Luxury eco-tour company providing
customized back-country tours in the Palm Springs area.
Entrepreneurial
advice from Farley: If you have a passion about what you want to do, then
follow that passion. Your enthusiasm will create your success. Another key piece
of advice: Use local companies as your vendors. That reflects your dedication to
the community.
Start-up challenge and solution: Instead of buying
expensive vehicles, the partners decided to limit start-up costs by leasing
Hummer H2’s. This saved them a lump sum of $120,000.
Employees:
6
Projected revenues: $200,000 a year
Source of startup
funding: Savings of two owner partners and a line of credit.
Info:
555 S. Sunrise Way, Suite 200, Palm Springs, 318-1200, www.elitelandtours.com</FONT>



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href="http://webx.desertsunonline.com/webx/cgi-bin/WebX?13@@.ee6b280">Post or
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</LI></TD></TR></TBODY></TABLE></TD></TR></TBODY></TABLE><FONT
size=-1>By Jenni Simcoe
The Desert Sun
October 11th, 2004</FONT>
<HR>
[/b]What do you get when you put a former stand-up comedian, a former hotel
concierge and a former air-traffic controller together in a Hummer? A fun
adventure, also known as Elite Land Tours.

The company was the brainchild
of founding partner Mark Farley, the former stand-up comedian.

Farley
and his partners, Jim Trout, a former air-traffic controller, and Tia Kennedy, a
former concierge, all had prior experience working for other hospitality and
tour companies in the desert.

"One day I took a group from a prestigious
country club on a tour and a light bulb went off," Farley said.

He saw a
niche that hadn’t been filled in desert tourism.

"People want adventure,
but they also want the experience to be comfortable and enjoyable," he
said.

Earlier this year, Farley went on an African safari and knew he
could translate that experience to the desert landscape.

"The safari was
so exciting. We were in great vehicles that went into the back country where we
could see wildlife," he said.

Farley said Elite Land Tours emulates the
experience he had on safari -- down to the minute details.

"The guides
were spectacular. They set up a meal out in the bush complete with linen table
cloths and silverware," Farley said.

<B class=headline>Dining in
luxury[/b]

Elite Land Tours also takes a white table cloth to remote
areas in Joshua Tree National Park and serves a catered lunch from Aspen Mills
in order to re-create a safari-like experience in the desert. The luxury aspect
of the company is not only the service but the transportation in the form of two
Hummer H2 all-terrain vehicles.

While entertainment and luxury are key to
the experience, education is also important to Farley, Trout and
Kennedy.

"When people look at the desert, it appears lifeless to them.
When they look deeper, they realize there’s a lot more to desert life than they
saw at first glance," Farley said.

"We have phenomenal, highly educated
guides who have a rapport with our clients," Trout said.

Trout also was a
guide for a desert-based tour company before starting Elite Land Tours. When
Farley initially told him that Elite Land Tours would be using the H2 Hummer as
the tour vehicle because it allows them to take clients further into back
country than what open-air vehicles allow, Trout was opposed to the idea of
using the H2.

"I was turned off by the vehicle because I thought eco-
tourism and the Hummer didn’t go together," he said.

Upon further
consideration and listening to Farley’s argument for the vehicle, Trout changed
his perception.

"It is actually a more efficient tour vehicle than others
because we can have four to six people in the vehicle which makes the miles per
gallon, per person a better use of fuel," Trout said.

That said, Trout
is adamant that the company isn’t set on Hummer vehicles if a better hybrid
would come available in the future.

Even when driving the H2, the
partners live by the principles and outdoor ethics of Leave No Trace
Organization and Tread Lightly.

Before each tour they explain these
ethics to clients.

"We don’t drive off of designated trails or disturb
the desert landscape," Trout said.

The tour guides also try to leave the
desert better than they found it, by picking up litter on hikes and
tours.

These ethics and principles were part of the business plan from
the start. The three partners had the idea for the business and knew their
market, but needed assistance in marketing their company to clients said Farley.


"We interviewed several ad agencies in the valley and chose Ragle,
Andrade, McLaughlin & Associates because they really understood our concept
and came with great marketing ideas," Farley said.

"The concept of
adventure and discovery is often synonymous with roughing it, but they deliver
eco-tours with an unexpected twist of luxury," said Michelle McLaughlin, partner
of Ragle, Andrade, McLaughlin & Associates.

McLaughlin said that one
sentence nailed their concept, and after that branding session they were able to
focus their attention on that niche.

The eco-tours by Elite Land Tours
include trips to Covington Flats, a Night Discovery Tour, a Salton Sea Tour and
a Geology Tour.

"I can’t believe I do this for a living," Farley said.
"I used to take my friends and their visitors on tours like this, but now we do
it for a living, and it doesn’t feel like work.</Table>

[PARAGON]

<Table><FONT face=Times size=+2>Eco-tour firm ‘Hummer’-ing along
</FONT>
<FONT face=Times size=3>Company uses H2s to take customers to
desert areas</FONT>



<TABLE cellSpacing=0 cellPadding=0 width=200 align=right border=0>
<TBODY>
<TR>
<TD align=right>
<TABLE cellSpacing=0 cellPadding=0 width=180 border=0>
<TBODY>
<TR>
<TD>
<CENTER></CENTER>
</TD></TR>
<TR>

<FONT size=2><B class=headlink>Elite Land
Tours [/b]
Headquarters: Palm Springs
Owners: Mark Farley,
founding partner and partners Jim Trout and Tia Kennedy
Founded:
September
Business description: Luxury eco-tour company providing
customized back-country tours in the Palm Springs area.
Entrepreneurial
advice from Farley: If you have a passion about what you want to do, then
follow that passion. Your enthusiasm will create your success. Another key piece
of advice: Use local companies as your vendors. That reflects your dedication to
the community.
Start-up challenge and solution: Instead of buying
expensive vehicles, the partners decided to limit start-up costs by leasing
Hummer H2’s. This saved them a lump sum of $120,000.
Employees:
6
Projected revenues: $200,000 a year
Source of startup
funding: Savings of two owner partners and a line of credit.
Info:
555 S. Sunrise Way, Suite 200, Palm Springs, 318-1200, www.elitelandtours.com</FONT>



<LI type=square><A
href="http://webx.desertsunonline.com/webx/cgi-bin/WebX?13@@.ee6b280">Post or
read comments in our online forums</A></FONT>

</LI></TD></TR></TBODY></TABLE></TD></TR></TBODY></TABLE><FONT
size=-1>By Jenni Simcoe
The Desert Sun
October 11th, 2004</FONT>
<HR>
[/b]What do you get when you put a former stand-up comedian, a former hotel
concierge and a former air-traffic controller together in a Hummer? A fun
adventure, also known as Elite Land Tours.

The company was the brainchild
of founding partner Mark Farley, the former stand-up comedian.

Farley
and his partners, Jim Trout, a former air-traffic controller, and Tia Kennedy, a
former concierge, all had prior experience working for other hospitality and
tour companies in the desert.

"One day I took a group from a prestigious
country club on a tour and a light bulb went off," Farley said.

He saw a
niche that hadn’t been filled in desert tourism.

"People want adventure,
but they also want the experience to be comfortable and enjoyable," he
said.

Earlier this year, Farley went on an African safari and knew he
could translate that experience to the desert landscape.

"The safari was
so exciting. We were in great vehicles that went into the back country where we
could see wildlife," he said.

Farley said Elite Land Tours emulates the
experience he had on safari -- down to the minute details.

"The guides
were spectacular. They set up a meal out in the bush complete with linen table
cloths and silverware," Farley said.

<B class=headline>Dining in
luxury[/b]

Elite Land Tours also takes a white table cloth to remote
areas in Joshua Tree National Park and serves a catered lunch from Aspen Mills
in order to re-create a safari-like experience in the desert. The luxury aspect
of the company is not only the service but the transportation in the form of two
Hummer H2 all-terrain vehicles.

While entertainment and luxury are key to
the experience, education is also important to Farley, Trout and
Kennedy.

"When people look at the desert, it appears lifeless to them.
When they look deeper, they realize there’s a lot more to desert life than they
saw at first glance," Farley said.

"We have phenomenal, highly educated
guides who have a rapport with our clients," Trout said.

Trout also was a
guide for a desert-based tour company before starting Elite Land Tours. When
Farley initially told him that Elite Land Tours would be using the H2 Hummer as
the tour vehicle because it allows them to take clients further into back
country than what open-air vehicles allow, Trout was opposed to the idea of
using the H2.

"I was turned off by the vehicle because I thought eco-
tourism and the Hummer didn’t go together," he said.

Upon further
consideration and listening to Farley’s argument for the vehicle, Trout changed
his perception.

"It is actually a more efficient tour vehicle than others
because we can have four to six people in the vehicle which makes the miles per
gallon, per person a better use of fuel," Trout said.

That said, Trout
is adamant that the company isn’t set on Hummer vehicles if a better hybrid
would come available in the future.

Even when driving the H2, the
partners live by the principles and outdoor ethics of Leave No Trace
Organization and Tread Lightly.

Before each tour they explain these
ethics to clients.

"We don’t drive off of designated trails or disturb
the desert landscape," Trout said.

The tour guides also try to leave the
desert better than they found it, by picking up litter on hikes and
tours.

These ethics and principles were part of the business plan from
the start. The three partners had the idea for the business and knew their
market, but needed assistance in marketing their company to clients said Farley.


"We interviewed several ad agencies in the valley and chose Ragle,
Andrade, McLaughlin & Associates because they really understood our concept
and came with great marketing ideas," Farley said.

"The concept of
adventure and discovery is often synonymous with roughing it, but they deliver
eco-tours with an unexpected twist of luxury," said Michelle McLaughlin, partner
of Ragle, Andrade, McLaughlin & Associates.

McLaughlin said that one
sentence nailed their concept, and after that branding session they were able to
focus their attention on that niche.

The eco-tours by Elite Land Tours
include trips to Covington Flats, a Night Discovery Tour, a Salton Sea Tour and
a Geology Tour.

"I can’t believe I do this for a living," Farley said.
"I used to take my friends and their visitors on tours like this, but now we do
it for a living, and it doesn’t feel like work.</Table>

[PARAGON]

<Table><FONT face=Times size=+2>Eco-tour firm ‘Hummer’-ing along
</FONT>
<FONT face=Times size=3>Company uses H2s to take customers to
desert areas</FONT>



<TABLE cellSpacing=0 cellPadding=0 width=200 align=right border=0>
<TBODY>
<TR>
<TD align=right>
<TABLE cellSpacing=0 cellPadding=0 width=180 border=0>
<TBODY>
<TR>
<TD>
<CENTER></CENTER>
</TD></TR>
<TR>

<FONT size=2><B class=headlink>Elite Land
Tours [/b]
Headquarters: Palm Springs
Owners: Mark Farley,
founding partner and partners Jim Trout and Tia Kennedy
Founded:
September
Business description: Luxury eco-tour company providing
customized back-country tours in the Palm Springs area.
Entrepreneurial
advice from Farley: If you have a passion about what you want to do, then
follow that passion. Your enthusiasm will create your success. Another key piece
of advice: Use local companies as your vendors. That reflects your dedication to
the community.
Start-up challenge and solution: Instead of buying
expensive vehicles, the partners decided to limit start-up costs by leasing
Hummer H2’s. This saved them a lump sum of $120,000.
Employees:
6
Projected revenues: $200,000 a year
Source of startup
funding: Savings of two owner partners and a line of credit.
Info:
555 S. Sunrise Way, Suite 200, Palm Springs, 318-1200, www.elitelandtours.com</FONT>



<LI type=square><A
href="http://webx.desertsunonline.com/webx/cgi-bin/WebX?13@@.ee6b280">Post or
read comments in our online forums</A></FONT>

</LI></TD></TR></TBODY></TABLE></TD></TR></TBODY></TABLE><FONT
size=-1>By Jenni Simcoe
The Desert Sun
October 11th, 2004</FONT>
<HR>
[/b]What do you get when you put a former stand-up comedian, a former hotel
concierge and a former air-traffic controller together in a Hummer? A fun
adventure, also known as Elite Land Tours.

The company was the brainchild
of founding partner Mark Farley, the former stand-up comedian.

Farley
and his partners, Jim Trout, a former air-traffic controller, and Tia Kennedy, a
former concierge, all had prior experience working for other hospitality and
tour companies in the desert.

"One day I took a group from a prestigious
country club on a tour and a light bulb went off," Farley said.

He saw a
niche that hadn’t been filled in desert tourism.

"People want adventure,
but they also want the experience to be comfortable and enjoyable," he
said.

Earlier this year, Farley went on an African safari and knew he
could translate that experience to the desert landscape.

"The safari was
so exciting. We were in great vehicles that went into the back country where we
could see wildlife," he said.

Farley said Elite Land Tours emulates the
experience he had on safari -- down to the minute details.

"The guides
were spectacular. They set up a meal out in the bush complete with linen table
cloths and silverware," Farley said.

<B class=headline>Dining in
luxury[/b]

Elite Land Tours also takes a white table cloth to remote
areas in Joshua Tree National Park and serves a catered lunch from Aspen Mills
in order to re-create a safari-like experience in the desert. The luxury aspect
of the company is not only the service but the transportation in the form of two
Hummer H2 all-terrain vehicles.

While entertainment and luxury are key to
the experience, education is also important to Farley, Trout and
Kennedy.

"When people look at the desert, it appears lifeless to them.
When they look deeper, they realize there’s a lot more to desert life than they
saw at first glance," Farley said.

"We have phenomenal, highly educated
guides who have a rapport with our clients," Trout said.

Trout also was a
guide for a desert-based tour company before starting Elite Land Tours. When
Farley initially told him that Elite Land Tours would be using the H2 Hummer as
the tour vehicle because it allows them to take clients further into back
country than what open-air vehicles allow, Trout was opposed to the idea of
using the H2.

"I was turned off by the vehicle because I thought eco-
tourism and the Hummer didn’t go together," he said.

Upon further
consideration and listening to Farley’s argument for the vehicle, Trout changed
his perception.

"It is actually a more efficient tour vehicle than others
because we can have four to six people in the vehicle which makes the miles per
gallon, per person a better use of fuel," Trout said.

That said, Trout
is adamant that the company isn’t set on Hummer vehicles if a better hybrid
would come available in the future.

Even when driving the H2, the
partners live by the principles and outdoor ethics of Leave No Trace
Organization and Tread Lightly.

Before each tour they explain these
ethics to clients.

"We don’t drive off of designated trails or disturb
the desert landscape," Trout said.

The tour guides also try to leave the
desert better than they found it, by picking up litter on hikes and
tours.

These ethics and principles were part of the business plan from
the start. The three partners had the idea for the business and knew their
market, but needed assistance in marketing their company to clients said Farley.


"We interviewed several ad agencies in the valley and chose Ragle,
Andrade, McLaughlin &amp; Associates because they really understood our concept
and came with great marketing ideas," Farley said.

"The concept of
adventure and discovery is often synonymous with roughing it, but they deliver
eco-tours with an unexpected twist of luxury," said Michelle McLaughlin, partner
of Ragle, Andrade, McLaughlin &amp; Associates.

McLaughlin said that one
sentence nailed their concept, and after that branding session they were able to
focus their attention on that niche.

The eco-tours by Elite Land Tours
include trips to Covington Flats, a Night Discovery Tour, a Salton Sea Tour and
a Geology Tour.

"I can’t believe I do this for a living," Farley said.
"I used to take my friends and their visitors on tours like this, but now we do
it for a living, and it doesn’t feel like work.</Table>