For longtime Marathon resident Jamie Rider, owning a local business wasn’t just a professional goal – it was a way to deepen roots in the community he has called home for nearly two decades.
Now at the wheel of Native Taxi, Rider is steering the long‑running service into its next chapter with a clear focus on safety, service and community involvement. He acquired the business from previous owner Roger George, a well‑known local who operated it for more than 10 years.
“Roger had been trying to sell it to me for the past couple of years now, and we just finally kind of agreed on a price,” said Rider. “He was in the process of retiring, and it worked out for both of us.”
For George, passing the torch to Rider felt like the perfect alignment for the company’s legacy. “Jamie worked for me for five or six years and was an instant hit with locals and tourists alike,” said George. “He was never late, never complained. … There is no one else I’d rather have at the helm.”
Rider ran the crucial overnight shifts during those years, keeping residents and visitors moving safely around town. That experience gave him a clear sense of what the company could mean to the area.
“By January, it will be my 20th year here,” Rider said. “I’ve got family here in town, and it’s just exciting to be a part of the community as a business owner. I’ve always really wanted to own a business in Marathon.”
While based in the Middle Keys, Native Taxi offers 24‑hour service throughout the Keys, regularly serving Duval Street, the Key West Airport and mainland hubs like Fort Lauderdale. With two transit vans and two minivans, they handle everything from everyday commutes to group outings.
For Rider, the business is about supporting the community, a philosophy modeled directly by George.
“I did whatever I could to give back to the community that raised me, from raising $30,000 through our golf tournaments for Crane Point and the Domestic Abuse Shelter, to our loyalty card,” George said. “That card alone funneled $10,000 every year back into the community’s pockets.”
Carrying that legacy forward, Native Taxi recently partnered with Marathon High School to ensure local students had safe rides on prom night, and plans to support upcoming events like the local regatta.
“The prom rides went really smoothly,” said Rider. “We really want to be the company that if anybody needs us, we’re happy to donate our transportation. That’s a big part of what we want this business to be. … Our motto is simple: when the community needs safe transportation, Native Taxi steps in.”
Rider has also kept that famous local loyalty program going to support residents who rely on taxis daily. “We offer a loyalty program for locals,” Rider said. “After nine rides, the 10th ride is free.”
Alongside these initiatives, Rider is introducing a new logo vehicle wrap for the transit vans and updating Native’s digital presence to make scheduling easier. George is incredibly proud of where the brand is headed.
“I started Native Taxi with just one SUV and a name from a tattoo I got years ago,” George said. “I’m a Keys native, but even though Jamie wasn’t born here, he has salt and sand running through his veins. He’s going to do great things.”For more information or to schedule a ride, call 305-304-9932, visit mynativetaxi.wixsite.com or email NativeTaxiOwner@gmail.com. Follow the company on Instagram @native_taxi or Facebook at facebook.com/mynativetaxi.
