Exotic Auto Rental Companies announced it has launched the Specialty Transportation Rental Association to serve transportation niches and consumer interests, including exotic and luxury vehicles, motorcycles, yachts, aircraft and off-road vehicles. The new association will be holding its first annual meeting Sept. 23 in Las Vegas.

According to officials, membership in the group will be open to qualifying companies in North America and elsewhere that offer the public the opportunity to rent luxury and exotic vehicles, aircraft and other specialty rentals.

Ron Sturgeon, owner of DFWEliteAutoRental.com, developed the idea of the association. His company serves the Texas market. He says the luxury and exotic car rental industry is really starting to take off, yet it is fragmented and there is little recognition for this niche. He hopes to spread the word about exotic and luxury rentals to consumers and businesses through the organization.

For the new organization, Sturgeon said he will propose a board structure known as the "board of managers." The board will be less than 10 in size and will consist of the leading owners and managers from the membership.

As tradition with associations, it will be funded by dues and other fees collected from members. Benefits of joining the group include co-operative advertising, insurance, purchasing power and media representation, according to officials.

For more information on the new association, visit www.specialtytransportationrentalassoc.com.