In the early 1900s, John Hertz founded the Yellow Cab based in Chicago, Illinois. Hertz's first job was selling newspapers, and, eventually, he became a reporter for the Chicago Morning News. When the Chicago Record merged with another paper, he lost his job. Then, in 1904, he found a job selling cars. That's when he came up with the idea of creating a cab company with low prices so the common man could afford to ride in them.
Yellow Cab companies came to dominate the nation's taxi business. The yellow color was chosen as the result of a survey made by the University of Chicago, which indicated it was the easiest color to spot. Santa Barbara Yellow Cab was established in 1929 and has been owned by Taxi Owners Association, Inc., a California corporation since 1999. This corporation was established in 1987 and at that time contracted to be the drivers for Yellow Cab.