BUSINESS & PROFESSIONAL

rs7

entreprene ur

decades, and their children have never
even seen the city."

Talking Up Detroit

For three decades, Action Tours' Linda

and Ron Sherr have shown visitors

the exciting side of Detroit. In the

background are friends Judy and

Dennis Michaels of West Bloomfield.

Ride Of Their Lives

Husband-and-wife entrepreneurs have seen 30 years
of Detroit's grit and glamour
all from the tour bus.

David Sachs

Senior Copy Editor

M

any a behind-the-scenes
tale about celebrities has
been leaked by insiders rid-
ing "at the back of the bus."
But Ron and Linda Sherr can reveal
three decades of local lore witnessed
from the front of the bus.
Call them tour guides, fun planners
or Detroit's ambassadors to the visiting
world, the Sherrs have had front-row
seats to much of the action in town
since starting their business, Action
Tours, in their West Bloomfield home in
1979.
And there's been a surplus of sur-
prises.
For instance, on April Fools weekend
2007, WrestleMania came to town and

employed the Sherrs' business to ferry
the colossal combatants (and their very
petite spouses) to and from every event.
The wives, dressed in glamorous but
flimsy gowns with no wraps or over-
coats, hadn't anticipated that Detroit
could be quite wintry that time of year.
But still, they never broke their smiles.
What impressed Ron and Linda about
the World Wrestling and Entertainment
entourage was how gracious, polite and
mild-mannered everyone was — in con-
trast to their raucous ring personas.
"In the five days they were here,
they read to kids at schools and made
numerous charity appearances behind
the scenes," said Ron. "They were a
real class act."
In contrast, organizers of a gather-
ing of European businessmen and their
wives required that complimentary beer

be available on the bus all weekend.
"On Friday, we bought what we
thought was more than enough beer
to last the entire three-day event," Ron
said. "It was all gone Friday night. We
had to buy more on Saturday and even
more on Sunday. They were drinking it
for breakfast, men and women."
That's not to suggest that the only
way a visitor can stomach Detroit is to
be perpetually plastered.
Many times when a convention is
booked here, the organizers tell the
Sherrs that attendance numbers end up
substantially down.
"You can't blame them," said Ron.
"With all the bad publicity about Detroit,
why would anyone from across the
country or the world, for that matter,
want to come here? Even many sub-
urbanites haven't been downtown in

Ron and Linda view it as their mis-
sion to promote the great attractions
the Motor City has to offer, in addition
to fulfilling the logistical demands of
Action Tours' clients.
"People leave here with a whole
new attitude about this region," said
Linda. "We feel we're doing our part."
On occasion, pitchmen from the
Detroit Metro Convention and Visitors
Bureau have asked Ron to accompa-
ny them on a presentation in another
state to help secure a large conven-
tion. "We suggest entertaining activi-
ties and unique venues," said Ron.
Most recently, after the June 25
death of former Motown idol Michael
Jackson, visitors were taken to see
the flowers and stuffed-animal tributes
left on the Hitsville U.S.A. lawn on
West Grand Boulevard in Detroit.
One idea of theirs that was a smash
hit was having local standup comedi-
ans entertain on each of five busses
during a 40-minute ride from a Novi
hotel to an event downtown.
On the other hand, it turned out to
be a "total disaster" when the Sherrs
hired belly dancers to perform on the
way to a Mediterranean feast at the
former Bouzouki lounge in Greektown.
"All the guys on the bus loved it,
though," Ron remembers, "because
the belly dancers kept stumbling onto
their laps."
Besides assisting conventions, wed-
dings, corporate events and military
reunions, Action Tours has facilitated
dozens of family reunions, often giving
out-of-state kin tours of local African
American historic sites.
Perhaps the pinnacle of their career
came in July — the 100th anniversary
of the Hudson motorcar. They had
handled the Hudson Club convention
in 1996 and made such an impression
that they were called upon again 13
years later. This time, Ron and Linda
shlepped 1,100 people on 28 motor
coaches to a dozen events over four
hectic days, including tours of former
Hudson factory sites and a private
tour of Ford's Rouge Plant.
Likewise, in 1983, the Cadillac
LaSalle Club hired the Sherrs and
engaged them again when return-
ing to Detroit 19 years later, also for
a centennial celebration. GM hon-
cho Bob Lutz offered to spring for a
drinks and hors d'ourves party at the

RIDE on page 38

December 10 • 2009

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