Peter Rock – Dunsborough Taxis
In this interview, Peter Rock, owner of Dunsborough Taxis, shares his favourite things to do in the Margaret River region and gives insight into the charter business.
What do you do?
I own Dunsborough Taxis, Charters and Buses, Southwest Airport Transfers, and Southwest Easy Charters.
How did you get into the industry?
In 2009, I bought the business because it looked like it could support a young family. As I did not have much education and no trade, I had to buy a job. I was fortunate enough to have found a business in such a beautiful area.
Share with us a story from behind the scenes.
I travelled through Australia in 1999 and met and fell in love with an Australian girl. We married young, at 19 and 23, in 2001. We lived in Kununurra from 2000 to 2008 and worked for my in-laws, where we started a family with two boys, Peter, now 16, and Vinny, now 15. We moved to Dunsborough in 2009 because of the business and the job. I rode the wave of small business and this industry. I divorced in 2018 and now help raise two young men while running a business and finding life balance. I have grown the company and now have eight vans with approximately 15 to 18 drivers.
What food memory from your childhood or travels stands out?
My Nonna’s food, the love in the kitchen, and the laughs and conversations stand out. To be honest, I cannot remember the food specifically, but I do remember the love. That is why I am a big believer in the attitude, the company, and the conversation having a huge part in the food and wine experience. I also have food memories from visiting family in Florida, Italy, Greece, Turkey, and Spain.
What’s the best/ worst part of your job?
After years of ups and downs, my perception and business model have changed so that I can balance life a bit better. The best part is the freedom. The worst part can be the people, encountering both the best and worst of humans. I have to live and breathe it to be profitable, as there is not enough profit margin.
One of Peter Rock’s favourite food and beverage pairings?
I am not sure about one specific pairing, as I don’t like to box myself in. Fish with red wine or red meat with white wine is all fine by me.
The perfect day off would be …
A beach walk, cleaning the house, wine and dining with my girlfriend, maybe a dance, an evening walk, and going to bed early.
A day in the life of Peter Rock is …
Waking up, checking emails, managing bookings, dealing with vehicles (cleaning, maintaining, preparing), more bookings, preparing drivers and vehicles, always working to make sure things go smoothly, pre-empting issues, answering calls and emails, and trying to knock off between 5 and 6 pm.
What would you like guests to know about Dunsborough Taxis, Charters and Buses, Southwest Airport Transfers, Southwest Easy Charters?
We give you our word based on ethics, respect, and honourable. You get what you pay for, and we offer all levels of transport options.
How have you grown in your profession? What have you learned from your start in the industry until now? Are there any misconceptions?
My perception has changed. All the issues are the same. I just see them differently now. I do not get beaten down anymore. I understand the value of what I do. With our word, the way I have given and worry about the comfort, safety, and reliability for my customers, drivers, and vehicles is paramount. There are many misconceptions. Since Uber and taxis are fighting for the cheapest option, the level of how people treat us is sometimes not the best. People think we are supposed to give them gold service at a bronze price. People also think that if a business owner is working and stressing all the time, they are “killing it.”
What is one of the biggest challenges you’ve overcome?
Being sensitive is one of the biggest challenges, and I am still working on it. I give so much, and all it takes is one Facebook or Google review from a drunk person to start the complaints, which starts to negatively impact the business.
What would you like people to know about being a taxi, charter, and bus operator as a profession?
With support, it is a really great job and business.
What’s your view on the taxi, charter, and bus scene in Dunsborough?
It is growing and will become a huge area. I probably will have to look into my booking system and way of doing business to have the longevity and profit to improve.
What are the top three things you like to do in the region you live in?
Food, wine, and the beach.
What practices do you currently implement or hope to implement to work towards social responsibility and sustainability in the future?
Being caring and compassionate as a person and company.
What future plans do you have for your brand?
Keep evolving, become more automated, and offer more on-demand “charter” service for upper-tier work. As the population grows, so do I.
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