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the heritage tour business his grandfather had You have different skill sets that different family
created, and keeping ownership of that business members have . . . but we hire [outside] people
within the family’s third generation. when we need them.”
It can be incredibly difficult to keep a And what about future generations? The
company on course through three generations already-low success rate drops precipitously
of different personality types, opinions, and when companies transition between the third
leadership styles, not to mention over one and fourth generations, with only 3 percent of
hundred years of family-owned businesses surviving that long.
operation. Tom credits However, with Escher’s
the longevity of the son-in-law, Tyler
Red and White Fleet Foster, joining the
to two things: unilateral business as chief
leadership and its financial officer
employees. “It can be and executive
a mistake to have too vice president
many people in charge,” in 2018, the Red
he says. Clear leadership and White Fleet
can help a company avoid has successfully
confusion and a lack of defied the odds. In
unified direction. “If you’re the future, Escher
going to continue a family is hopeful that his
business, you have to grandchildren will
wear two hats; one is the someday help the
business hat and one is company achieve a
the emotional hat. You just fifth generation of
have to have one person in leadership.
BUSINESS THROUGH charge.” This means making With Tom Crowley’s
THE GENERATIONS decisions in the best interest of the innovative practices
When Tom Crowley passed away in 1970 at the company and its customers, even still alive and well in
age of ninety-four, he was succeeded at the when they are sometimes tough calls the current generation, the Red and White Fleet
helm of Crowley Maritime by his son, Thomas at the family level. will retain its rightful place as a San Francisco
Bannon Crowley (Tom Escher’s uncle). Thomas Escher realizes that in running the maritime destination.
Bannon Crowley had grown up learning about Red and White Fleet, there are three
the business from his father and continued critical elements: satisfied customers, OPPOSITE, left to right: The elder Tom Crowley with his son,
building Crowley Maritime’s presence on an a qualified Inlandboatmen’s Union Thomas B. Crowley. • Thomas B. Crowley, who took over at the helm
international scale. “My uncle was brilliant in (IBU) crew, and fantastic employees. of Crowley Maritime after his father passed away in 1970. • Old Tom
business,” says Escher. When Thomas Bannon “It’s not a family business; it’s a busi- Crowley and his wife.
Crowley passed away in 1994, leadership was ness family,” he often says. To keep
taken over by his son, Thomas Bannon Crowley the business not only afloat, but THIS PAGE, clockwise from top: Thomas B. Crowley (right)
Jr. (Escher’s cousin), who remains the current successful through three generations, Escher with his son, Thomas B. Crowley Jr., who is the current CEO of Crowley
CEO of Crowley Maritime. In 1997, Escher hires the best of the best, and if they are part Maritime. • Tom Escher and his family visiting the Enhydra during
stepped in to purchase the Red and White Fleet of the family, all the better. “A business family its construction. • Tom Escher (right) with his son-in-law Tyler Foster
from his cousin, separating and preserving is when the company is run as a business . . . (left), Red and White Fleet’s executive vice president and CFO.
60 • Red and White Fleet Evolution • 61
