Starr Tours has come a long way in 60 years, both figuratively and literally. Shown here are key members of the Starr Team from the left, Alan Glickman, chief operating officer, Sandy Borowsky, vice president of marketing and business development, Mitchell Sussman, chairman, John Gillispei, president and chief operating officer and Shane Lauler, vice president and general manager of tours. Photo by Chris Sturgis. By Chris Sturgis In 1947, Gilbert Sussman bought a couple of second-hand buses and a small terminal in Hightstown from a man named Jack Starr. The buses ran daily routes between Trenton and Hightstown, but the routes were neither exciting nor particularly profitable. Starr’s sister, Shirley, stayed on as Sussman’s secretary and the two fell in love and got married. As time went on, Gilbert Sussman envisioned a new role for the buses. Instead of shuttling grumpy folks to places they needed to go, they would chauffer happy tourists on daytrips and vacations with stops for good meals and lodging in nice hotels. The plain old buses had to go. They were replaced by comfortable, clean, well-appointed motor coaches. “From 1947 and into the 1960s, my father developed the concept of package tours, including hotels and attractions,” said Gilbert’s son, Mitchell Sussman, now chairman of Starr Tours. “Everything is included in one price. The traveler has nothing to worry about. We literally hold the customer’s hand.” In honor of the company’s 60th anniversary, Sussman reflected on the growth and changes in the business his father started. One of Starr’s early destinations was the Latin Casino in Cherry Hill, five miles east of Philadelphia. While long-haired British rockers were invading elsewhere, “The Latin,” served up Tony Bennett, the Jackson Five and the jewel-encrusted pianist, Liberace. “Liberace was huge. We took 17 buses to see Liberace,” recalled Sussman who was in grade school at the time. In 1964, Starr Tours made arrangements with the Trenton Times to plan and promote bus tours to the New York World’s Fair. “This introduced the company to people who enjoyed the trip to New York because they didn’t have to worry about parking, the subway or cabs. They were impressed and wanted to try our other packages,” he said. Then in 1969, Gilbert Sussman died from lymphosarcoma at 53, shocking his family and leaving the future of the business uncertain. Alan Glickman, son-in-law of Gilbert Sussman, stepped in to run the business while Mitchell Sussman finished his education at the Princeton Day School and went on to George Washington University, where he took a degree in marketing. In 1975, Mitchell Sussman joined the family business, as he had always planned. Within a few years, the state’s voters approved a referendum allowing casinos in Atlantic City and the first casino, Resorts International, opened in May 1978. Trips to Atlantic City proved very successful for Starr Tours. “Our company tripled in size from 1980 to 1985,” he said. “People realized they could get on a motor coach, pay a fee and get that money back at the casinos in Atlantic City,” he said. “People who hadn’t been on a motor coach in years realized that it’s a fun and comfortable way to travel. Senior citizens in particular liked our tours because our guides would take care of any hassles.” After Starr Tours had a hit with trips to the casinos and nightclubs of Atlantic City, Sussman decided his company was ready for Broadway. New York’s revitalized theater district is now a very popular destination, bringing groups to see the more family-friendly offerings, including “Mamma Mia,” “Mary Poppins” and “Wicked.” Sussman said he has seen many changes in the packaged-tour business. Travelers used to be content seeing the sights through the obstruction-free windows of a comfortable, air-conditioned motor coach. Now, they want to experience the place and learn some history. To keep pace, Starr Tours has added a half-day of cooking classes to its tour of New Orleans. Not only do the travelers taste authentic jambalaya, they make some. When Starr Tours goes to Williamsburg, Va., they have a tour guide who can tell the travelers – in the language of the 18th century – what it was like to live then, Sussman said. Shane Lauler, vice president and general manager of tours, leads a product development team that comes up with fun part. “Sitting down with the product development team and figuring out how to make sure our travelers have a wonderful time, a time they will want to let their friends know about, is the most enjoyable part of this business,” Sussman said. Having conquered land travel in the continental United States, Starr Tours now offers Caribbean cruises and European air-travel packages with the same kind of attentive service. In order to guarantee the level of service, Starr Tours seeks customer feedback about the driver, the escort, the tour guides, the food, the attraction, in short, every individual element of the vacation. Starr Tours has moved beyond assembling packages of existing entertainment and created one of its own, Sussman said. He said Starr Tours has hired Philadelphia native and teen idol of the late 1950s Bobby Rydell to do a show at the Tropicana in November. The singer known for his warm smile and pompadour hairstyle will sing his hits, which include “Kissin’ Time,” “We Got Love,” “Wild One” and “Swingin’ School.” For more information, call the tour office, 1646 Nottingham Way, at (800) STARR-03 or visit the Web site,
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