What started as a dare resulted in a multimillion-dollar business for Gary Day that has served celebrities including Ray Rice, Jada Pinkett Smith, Prince, Courtney Love, Muhammad Ali, Janet Jackson and the Beach Boys.
After Day's sister was killed by a drunken driver, his mother made him promise to never drink and drive, so he and his friends sometimes hired limousines for nights on the town. The limo services varied widely in quality.
"Sometimes it was really good, and sometimes it was really bad," Day recalled.
A friend dared him to do better — "saying 'shut up and put your money where your mouth is,' basically," Day recalled.