Roadside Help With a Smaller Footprint

It's not easy to knock AAA. The venerable organization has 45 million members who count on it for trip insurance, travel advice, and most of all, emergency services. It's no wonder that many members have sworn lifetime loyalty to Triple A: Rescuing drivers marooned on dark, lonely highways can do wonders for membership renewal rates.

But is there a seedier side to this respected organization? Environmental and smart-growth activists say AAA's small team of lobbyists uses the group's outsized membership and down-home image to promote an agenda that is ecologically irresponsible.

In recent years, AAA spokespeople have criticized open-space measures and opposed U.S. EPA restrictions on smog, soot, and tailpipe emissions. According to a 2001 article by Michael A. Rivlin in the Amicus Journal (now known as OnEarth), the AAA even bashed the 1990 Clean Air Act, saying the law served to "threaten the personal mobility of millions of Americans."

The group is also a member of the auto industry-dominated American Highway Users Alliance, a powerful pro-pavement lobby. Although AAA spokesperson Mantill Williams says his group doesn't support all AHUA positions, critics argue that the AAA's credibility often helps the highway alliance get what it wants.

Last year, the alliance, with the initial help of the Southern California AAA affiliate, crusaded (unsuccessfully, as it turned out) against the state's crackdown on carbon dioxide emissions from passenger cars and light trucks. The AAA affiliate in Washington state enthusiastically backed Referendum 51, a highway-dominated transportation-funding measure defeated by voters in the November election.

"Everyone loves the AAA, because it gets them out of jams," says Barbara McCann, director of information and research for Smart Growth America. "What isn't as well known is that AAA represents a very narrow viewpoint."

So far, the criticism hasn't made much of a dent; without AAA assistance, after all, stranded drivers would really be stranded. But now, the nation's favorite auto club is facing something even more dangerous than bad press: competition.

Getting Better All the Time

Enter Mitch Rofsky and Todd Silberman. Rofsky and Silberman, who grew up together in Columbus, Ohio, and were once part of the same Cub Scout troop, are both seasoned entrepreneurs -- and committed environmentalists.

In 1979, Silberman co-founded Lifeco, a $1.5 billion travel agency that he sold to American Express in the early 1990s. Rofsky, a former attorney for Ralph Nader's Public Citizen group, left the nonprofit world to become one of the nation's most successful green entrepreneurs: He was president of the Working Assets Mutual Funds, which later created the well-known long-distance telephone company and credit card service. Rofsky also founded the Massachusetts-based American Consumer Insurance Agency, a socially responsible insurance company.

In the mid-1990s, some environmental activists told Rofsky about their frequent run-ins with AAA lobbyists, and mentioned that an alternative travel club might find a following among environmentalists. Rofsky called up his childhood buddy Silberman, who was living in Portland, Ore., running a company called Elephant's Trunk Travel. Rofsky not only got some encouraging advice about opportunities in the travel industry; he also found an enthusiastic business partner. The pair merged their insurance and travel businesses to form a Portland-based company called TripleE, later renamed Better World Travelers Club. They soon acquired an Internet database of more than 50,000 vacation homes and bought and merged several Oregon travel agencies.

Last May, Rofsky and Silberman started selling memberships in the Better World Travelers Club to family and friends. The following month, the club officially opened for business, and it now has about 20 employees and 5,000 members.