Hertz abruptly leaves CWRA, Priceless to step-in

The Hertz Rental Counter is pictured at the Riverton Airport when it was open. Priceless Rentals will step-in as the new car rental agency inside the terminal. Wyotoday.com photo by Ernie Over

There will soon be a new rental car agency at Central Wyoming Regional Airport in Riverton. At Tuesday night’s city council meeting, it was revealed that Hertz Rent-A-Car abruptly terminated its lease with the city with 10 days notice. They vacated the space on November 30th.

Rushing in to fill the void is a local company now offering rental car sevices under the name of Priceless. The firm has rental locations in Lander and Riverton at the Bailey’s Tire and Oil locations.

One of the principals of the firm, Mike Bailey, said equipment has been ordered and he hopes the airport counter would be open in three or four days. In the interim, any passenger arriving in Riverton can call Priceless and they’ll go to the airport and pick up the passenger.


The footprint of the Hertz counter location at the airport is only 131 square feet. At a per foot cost of $17.55 per square foot, the lease will generate just over $22-hundred. Additionally, there is a 10 percent gross revenue concession fee the city collects from the operation which last year generated an additional $37,527.

City Public Works Director Kyle Butterfield noted that a rental car availability is critical to the success of the airport. He said he was pleased that a local company stepped up to the plate to take over that service.

Additionally, Mayor Richard Gard said the city has a second vacant rental car counter available at the airport if another company wishes to operate there.