David, who is married to "Seinfeld" creator Larry David, was delighted. "I believe in peer pressure," said the activist, who owns a Prius but also uses Eco- limo.
"There are people who don't valet their car when they have lunch with me. They don't want to be standing there with me when their SUV pulls up."
Fray takes care of some of the inconveniences associated with going eco. After dropping Miller off, she sought out one of the few area service stations that dispense bio-diesel fuel.
The closest was about a half-hour away at a crowded Pacific Palisades car wash that can be exited only by a narrow alleyway if the car isn't washed.
Then comes the next appointment. Spielberg's office calls, asking her to pick up a visitor at entertainment mogul David Geffen's Malibu home for a ride to Los Angeles International Airport.
Indeed, the vast majority of her business comes from rides not to flashy events but to mundane venues such as LAX. It's those everyday uses of the service by her most loyal customers -- including Gyllenhaal, Laurie David and the environmental organization Global Green -- that help keep her afloat in a notoriously perilous industry.
In 2005, Fray's revenue was about $110,000. Last year, it was nearly $600,000. But her debt has grown too, hitting about $250,000.
To save money, Fray lives with her mother. Her office is a tiny room off a basement garage.
Ecolimo's rates, which are comparable to those of other limousine companies, vary by vehicle. The basic cost of being chauffeured in a Prius is $45 an hour; in the Mercedes it's $65. To these charges she adds 29%, which includes a gratuity for the driver. Customers are free to tip more.
Every year, about a third of limousine companies fail, according to McLean, the trade magazine publisher. Fray's first attempt to establish her own limo service in the mid-1990s ended in Bankruptcy Court.
Some major limousine services have recently added a few hybrids and alternative-fuel cars to their fleets, but Fray's strength lies in her brand.
"You go through the Rolodex and you see Ecolimo and it stands out," McLean said. "This gal has found a nice little niche, especially in a place with a lot of celebs."
david.colker@latimes.com
