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Despite downturn, ridership on the rise for Missoula’s hybrid taxi service

By MURPHY WOODHOUSE of the Missoulian

With a little more than a year and 70,000 miles logged, Green Taxi’s red-and-green Prius has become a fixture on Missoula’s streets. But like countless other businesses across the country, the eco-cab service is feeling the fallout of the economic downturn.

“The slowdown in the restaurant business correlates to the cab business,” said Mick Murray, who owns Green Taxi with his wife Jessica. “People are holding onto their money.”

The slowdown also derailed the company’s early plans to expand and Green Taxi is currently running only one cab instead of the two Murray had hoped for.

“We were close to getting a second when things started turning down,” he said. “I was nervous about the economic outlook.”

But even as the bad economic news keeps pouring in, Murray is hopeful about the future and viability of his young company. Despite the slowdown, Murray said ridership has been inching up over the year as their name and reputation spread.

Green Taxi owner Mick Murray is chauffeured past the company’s Toole Avenue office. Photo by LINDA THOMPSON/Missoulian

“Our ridership is increasing over the year’s time,” he said. “We’re probably doing twice what we were when we started. On any given shift it seems like it has doubled.”

However, having only one cab has been a frequent challenge, Murray said. When things get busy, Green Taxi sometimes has to refer people to their competitor, Yellow Cab, and the temptation to buy a cheap, non-hybrid vehicle can be strong during peak hours. But Murray is committed to the couple’s vision.

“I could throw out a minivan or a Suburban, but I want to stay true to what I originally wanted to start,” he said. “I’m a firm believer in climate change. That’s what keeps me from buying an inefficient vehicle and just moving people around. I’m committed to trying to change this.”

Over the year the Prius, with its stellar fuel efficiency and reliability, has proved itself in Murray’s eyes. Despite the high startup costs due to the car’s price tag, Murray said the vehicle has been a good investment.

“With reduced fuel costs I believe it will pay for itself,” he said.

According to Murray, the car gets 44 to 45 miles per gallon around town and he’s only had to make one repair so far.

“Maintenance on the car has been minimal,” he said. “We’ve only had a wheel bearing go out.”

Murray said that when buying the much-needed second taxi becomes an option, it will definitely be another Prius.

“I need to do it,” he said. “There’s nothing that compares spacewise and miles-wise.”

For the company’s three part-time employees, Green Taxi provides both a source of income and an outlet for environmental sentiments.

Justin Walsh, a fishing guide in the summers and one of Green Taxi’s night drivers, said the wage and tips in tight times are important but that he gets more out of driving the Prius than just the money.

“Drawing a paycheck is obviously important,” he said. “But it does mean something. (Green Taxi) is part of the solution to our energy crisis and environmental crisis.”

Kip Herring, a local artist and weekday driver, was drawn to the job for similar reasons.

“Once I learned more about Green Taxi I was like, ‘This is perfect,’ ” he said. “I want to be doing something that has depth to it, not just mindless work.”

Beyond the environmental side of the business, both Herring and Walsh have loved the social aspect of being cabbies.

“I’ve had so many great conversations,” Herring said. “I’ve grown to love the job because of that.”

“I love getting to know the people of Missoula on a first-name basis,” Walsh said.