A Response to Big Red Barge's Latest PropagandaMay 21, 2026. Another day, another notice from Big Red Barge Co. that reads like it was ripped from our playbook—except this time, they couldn't resist adding their usual snide commentary. "When other ferry operators began raising their prices, we chose to hold ours," they write, positioning themselves as the benevolent saviors of the Virgin Islands while conveniently omitting the truth.
Let me be crystal clear: We see exactly what you're doing, and we're done staying silent about it. The Copycat Chronicles Let's start with the obvious. When Big Red Barge entered this market, they didn't just take inspiration from Love City Car Ferries Inc (Love City)—they photocopied us, verbatim: our website design, our booking engine, our physical tickets, our terms of carriage, even our accounting software, which wasn't popular in the Virgin Islands market at the time, but happened to work well for us. We watched them lift our operation blueprint, piece by piece. We didn’t stay silent because we were okay with it. We spoke to our attorneys who made them take down our language from their website. We took legal action to protect what we built. That’s how seriously we took their theft. But we chose not to air this publicly–we believed in letting the legal process work and in maintaining some dignity in the industry. Competition makes everyone better, right? But there's a line between competition and calculated manipulation, and they've crossed it repeatedly. The Pricing Charade Here's what Big Red Barge won't tell you in their carefully crafted "community letters": They were pushing us to raise our rates long before VIPA ever mentioned docking fee increases. We have firsthand testimony—verifiable, documented proof—that Big Red Barge's owners and managers were actively prodding us to jump to $80 round trip, $65 one-way, and $100 for tourists. They wanted price coordination. They wanted us to move in lockstep. We refused. Not because we didn't see the writing on the wall with rising costs, but because we know what price-fixing looks like, and we won't touch it with a ten-foot pole. Our response was simple: "Do what you please. Your business has nothing to do with us." So what did they do? They waited. They watched. They let Love City —100% native Virgin Island owned company—take the heat. We raised our rates because we had to, because VIPA increased our docking fees, because we believe in paying our employees fairly and maintaining the vessels that serve this community. The new price structure was chosen by our administrative team by calculating and spreading the increase in the VIPA docking fees. We absorbed costs for years. We still provide complimentary or reduced rides for the sick, the shut-in, the elderly, and yes, even the deceased—something we've done since 1997, the value of which is incalculable. And then, like clockwork, Big Red Barge follows. Again. It's their pattern: Let Love City go first, take the community's ire, wait for things to settle down, then announce their own increases while pretending they held out as long as possible "for the community." The Gaslighting The most galling part isn't the copying—it's the manipulation. Big Red Barge writes these letters dripping with false virtue, claiming they "absorbed the difference for as long as we could." What they don't mention is that they were desperate to raise prices before us, even way before VIPA mentioned anything about changes in docking fees. They wanted $80 round trips when the market wasn't demanding it. They were ready to squeeze the community then, but lacked the courage to lead. Now they cast themselves as the patient, benevolent operators who held out as long as possible. The community deserves to know when they're being emotionally manipulated. This isn't the first time Big Red Barge has used this strategy, and it won't be the last. They flatter us with imitation, then attack us with insinuation. Who We Are Love City Car Ferries Inc isn't backed by outside millionaire investors. We don't have deep pockets from afar cushioning our decisions. We're native Virgin Islanders who built this service from the ground up using maritime knowledge passed down through generations. We've been good corporate citizens because this is our home. Our employees are our neighbors. Our passengers are our family. When we make decisions, we consider every stakeholder—our employees who deserve fair wages and benefits, our community that depends on reliable service, and yes, our owners who invested everything to keep this operation running. We don't hide behind carefully worded notices that take veiled shots at competitors. We don't coordinate pricing behind closed doors and then pretend we're operating independently. We're leaders. We always have been. We make the hard choices first because that's what leadership requires. Enough Is Enough Imitation may be the highest form of flattery, but not when it's weaponized. Not when it's followed by letters designed to make the original look like the villain. Big Red Barge wants to copy our business model, our operations, and even our pricing timing? Fine. That's the market. But don't then turn around and gaslight the public into thinking you're the ones holding the line for the community. We're tired of it. We're tired of the copying, the prodding, the cowardice, and the propaganda. Love City Car Ferries Inc will continue doing what we've always done: serving this community honestly, sustainably, and transparently. Our record speaks for itself. To Big Red Barge: The flattery stopped being flattering a long time ago. For once, try building your own narrative. Sincerely, Customer Relations Team Love City Car Ferries, Inc. Phone: 340-779-4000 Website: https://www.lovecitycarferries.com/ Email: [email protected] Comments are closed.
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