A dream born from pandemic losses
Jeremy Maul wasn’t planning to start a luxe line of buses for touring entertainers.
But as the pandemic brought live entertainment to a standstill, Maul seized the opportunity.
Nashville, Tennessee-based Diamond Coach, for which he served as executive vice president, decided to shut down its California shop and sell off the West Coast fleet of 14 new buses. With financial backing from Manhattan Beach-based private investment company Caprice Capital Partners, Maul bought the fleet.
And in January, he launched Dreamliner Luxury Coaches.
Maul, 42, is now building a new state-of-the-art facility in Coachella and gearing up for some major tours this fall with the Jonas Brothers, J. Cole, Primus, Black Label Society and
other pop, rock and hip-hop acts, he said.
With 15 buses ready and an additional 22 conversions on the way by the end of next year, they’re in for the boutique experience. The interiors of these million-dollar buses feature 800-count Egyptian cottoncovered
mattresses of memory foam with internal cooling gel.
Each bus has a master bedroom, six sleeper beds and two bathrooms.
Luxurious touches include non-allergenic pillows, a custom Bose sound system and kitchens outfitted with pull-out induction stoves and high-end coffee makers.
Larger bus lines can’t afford to splurge on such luxuries, which is why Maul plans on keeping his operation small.
“I don’t want to be the biggest,” he said. “I want to provide the best customer service and elevate the experience for all of our clients.”
We asked Maul about his coach touring company and what got him interested in buses. The interview has been edited and condensed.
Q
How did you get into the luxury tour bus business?
A
I was in Las Vegas with my buddy in 2009. We were at a show when the band (August Burns Red) invited us backstage and onto their bus. It wasn’t very nice. (He laughs.)
Q
What was wrong with it?
A
It was used and abused and probably 15 years old. I figured all tour buses were the same. Knowing what I know now, there’s a really big gap from the really nice buses to the not-sonice ones.
Q
So how is Dreamliner different?
A
We all start with the same exterior, but I try to make the interior of the buses look and feel like a boutique hotel or a luxury yacht. We spend the money. Like, a lot of companies might use a regular surround sound where we had Bose come out and design a system for our buses. So I’m trying to be more upscale.
Q
Where do you get your inspiration?
A
I look at Solaris Yachts or VanDutch Yachts.
Q
Are you taking any measures to prevent the spread of COVID-19?
A
Our drivers are all vaccinated. As far as the buses, we wipe them down daily with antibacterial cleaning products, which is the standard.
Q
Why did you decide to set up shop in Coachella?
A
It’s a good location for us logistically. All of the tours come in and out of the 10 (Freeway) from Arizona. And we’re not that far from the 15 (Freeway) if people come down from Vegas.
Q
How do the buses get to the artists?
A
Ninety percent of the time, we pick them up. The production equipment travels on semitrucks, and so the staff will fly in. The day before the show, the tour starts placing people on buses and numbering them.
Q
Typically, how many buses go out on a single tour?
A
Every tour is different. It just depends on the size of the production. So it’s not just the artists. What fills the buses up are people in lighting, rigging, catering, security, production. I’ve done an arena tour with J. Cole where we needed six buses, and I’ve done an arena tour with Kanye West where we’ve needed 15 buses.
Q
How do entertainers find your company?
A
I still work hand in hand with the owner of Diamond Coach, which has always been based around country music. We had a lot of big tours booked before Covid happened that I’m going to continue to handle with these buses. I never dealt with country music. When I went to work for Diamond Coach, I worked with pop, rock and hiphop artists. I’m bringing all that business along with me because it’s all about your reputation in this industry.
You are such an important part of the tour. There’s no show if the artist doesn’t show up. When tour managers know you have a good quality bus and that your drivers take care of the artist, you can do well and excel in this industry.
So I feel like I’ve built some good relationships with some managers and we have a good product. Yeah, we’re trucking along.