Marvin L. Holloway, who built up AAA, dies at 90

ZEPHYRHILLS -- Marvin L. Holloway, retired chairman and chief executive of AAA Auto Club South, died Friday (Jan. 25, 2002) at Sunbelt Health Care Center. He was 90.

He retired in 1990 after more than 51 years with the organization. He got his start with the tiny Tampa Auto Club during the Depression.

Hoping for a brighter future, he became the sole salesman for the Tampa club, then a small affiliate of the AAA, the Automobile Association of America.

In those early days, he recalled in a 1996 interview, not many people could afford the $12 dues. With only 97 members, the Tampa club was on the verge of extinction.

But during the first month on the job, Mr. Holloway signed up 30 new members. Lacking a car himself, he rode Tampa's former trolley service, which cost 5 cents, for appointments.

To attract members, he offered trip-planning and started the area's first evening emergency service for disabled vehicles.

For the service, the club painted No. 4 on a Plymouth coupe. But, Mr. Holloway admitted in the interview: "It was the only damn car we had. You could call it a bit of marketing."

In the 1950s, he campaigned against Florida speed traps and pioneered driver's education programs. The Tampa Motor Club eventually merged with AAA branches in St. Petersburg and Pensacola to become the statewide Peninsular Motor Club, which later became AAA Florida/Georgia Inc. It merged with AAA Tennessee in 1990 to create AAA Auto Club South.

He is survived by his wife of 54 years, Betsy. The couple had lived at Saddlebrook Golf and Country Club in Wesley Chapel.

Blount, Curry & Roel Funeral Homes & Cemeteries, MacDill Chapel, Tampa, is in charge of arrangements.

-- Information from Times files was used in this obituary.

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