Today we’d like to introduce you to Shelby & Eddie Price.
Hi Shelby & Eddie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Eddie and I were both born and raised right here in the Florida Keys, and we are so proud to call this incredible community home. We come from very different, yet similar backgrounds. Eddie grew up in Key Largo and I was raised just a few miles south in Tavernier. Even though we grew up so close to one another, our paths didn’t cross until later in life. We were formally introduced when I was 19 and Eddie was 21. At the time, I was living in Gainesville studying to become a teacher, and Eddie was working as an automotive repair technician at Wheaton’s Service Center in Key Largo, where he had been for a majority of his life. He grew up in the automotive industry and had already built an incredible reputation in the community, known for his honesty, work ethic, and deep knowledge of vehicles. We both dreamed of one day getting married, starting a family, and owning our own business, though at the time, it felt like an impossible dream in the Keys with the high cost of living. After I finished school, I moved back home. We got married, and soon after welcomed our first baby, a son named Asher. When Asher was just six months old, Eddie came home one day and told me he had an amazing opportunity to open his own auto repair shop. It was a terrifying decision! We had a newborn, I was teaching full-time, and our income barely covered our bills. But I had complete confidence in Eddie and his ability to figure things out. In my opinion, he has one of the most incredible minds and is far beyond his years in skill and determination (though I might be a little biased!) It was a huge risk, leaving the job he had been at for over 18 years, and people who had become family, but we knew that in life, the biggest rewards come from the biggest risks. So, we took the leap. We sacrificed, we worked hard, and in January 2020, Price Automotive opened its doors in Tavernier, FL. From day one, we built our business around honesty, integrity, and genuine care for our customers. We wanted to continue the trusted reputation Eddie had earned throughout his career. Thanks to the incredible support of our community and a dedicated team who shared our vision, Price Automotive quickly grew. Within just two and a half years, we opened our second location in Key Largo and now proudly employ six amazing team members. We’ve been humbled to be voted Best Automotive Repair in the Upper Keys for three years in a row, a recognition that means so much to us because it comes directly from the community that raised us. Now, almost ten years of marriage, three beautiful children: Asher (6), Finley (3), and Sawyer (2), and two successful businesses later, we’ve taken on a brand-new venture that combines both of our passions. Eddie’s love for golf and my love for design came together to create Palm + Par Indoor Golf Club, a private, 24/7 members-only golf lounge located in the heart of Tavernier.
Palm + Par features two state-of-the-art TrackMan simulators, offering golfers of all levels a place to play, practice, and connect year-round, no matter the weather. It’s a space that blends technology, style, and community. Palm + Par has quickly become more than just a golf lounge, it’s a reflection of everything we love about living in the Keys: community, connection, and a slower, intentional pace of life. We wanted to create a space that felt elevated yet welcoming. Where friends can unwind after work, parents can sneak in a few holes while the kids are at practice, and couples can enjoy a round together in a stylish, comfortable atmosphere.
Every detail, from the lighting and design to the technology and layout, was thoughtfully curated to bring something new and exciting to the Upper Keys. Our members enjoy 24/7 access, private bays, and the best-in-class TrackMan technology used by the pros, but most importantly, they gain a place to belong.
Our hope is that Palm + Par becomes a cornerstone in the community. A place where people connect, compete, and celebrate life in the Keys. It’s been incredible to see a dream that started with an idea between a husband and wife come to life in such a special way. We are looking forward to seeing what the future holds for Palm and Par, and our family.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Some of the biggest challenges we’ve faced have been figuring out how to grow as business owners and parents at the same time. There’s no handbook for doing both, and most days, it still feels like we’re learning as we go.
We started with nothing but determination and a lot of late nights. Being younger and opening a business in a small town wasn’t easy. A lot of people didn’t know Eddie personally yet, and some weren’t sure how someone his age could really be trusted with their vehicles. But over time, his honesty and work spoke louder than anything we could say. The people who once hesitated to give us a chance are now some of our most loyal customers, and that means the world to us.
All the while, we are raising three little ones and trying to keep up with everything life is throwing at us. There are still days we wonder how we’ll get it all done, running two businesses, raising a family, and trying to make it all look effortless (which it never is). But through it all, we’ve learned to lean on each other, to find joy in the chaos, and to remember why we started in the first place: to build something we’re proud of, right here in the community that raised us.
We’ve been impressed with Price Automotive & Palm + Par Indoor Golf Club, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Our two businesses, Price Automotive and Palm + Par Indoor Golf Club, may seem completely different on the surface, but at their core, they’re built on the same foundation: hard work, honesty, and community.
Price Automotive specializes in full-service automotive repair and maintenance for just about every make and model. From diagnostics and engine work to brakes, air conditioning, tires, and routine maintenance, we do it all. What really sets us apart, though, is our focus on honesty and transparency. Our goal has always been to make people feel confident bringing their cars to us, knowing the job will be done right. Over the years, that reputation for quality work and integrity has become our trademark, and it’s something we’re really proud of.
Then there’s Palm + Par, which is completely different from the automotive world but built on the same values. It’s a private, 24/7 members-only indoor golf club in the heart of Tavernier, designed to give people a place to play, practice, and relax.
We have two TrackMan simulators, the same technology the pros use, and a comfortable lounge-style space that feels more like a hangout than a facility. We wanted it to have that cozy mancave vibe, where you can come after work, bring friends, or sneak in a quick round on your own.
What really makes Palm + Par special is the atmosphere, and the fact that it’s different from anything else down here. It’s not just about golf; it’s about connection, comfort, and community. We didn’t want to create another public tourist spot. We wanted to build something for the locals. A private space that feels like your own clubhouse, where members can escape any time of day for a bit, play a few rounds, and feel right at home.
It’s also about helping our members grow in the game. Giving them the tools and technology to get better while enjoying it. We aren’t your typical indoor golf facility. Palm + Par is personal, private, and built for the people who actually live here; the ones who make the Keys what it is.
Just like with Price Automotive, we’ve built it on relationships, trust, and pride in what we do. Whether it’s fixing someone’s car or watching them hit a great shot, our goal is the same. To take care of people and create something lasting here in our community for our children to be proud of.
Do you have any advice for those looking to network or find a mentor?
When it comes to finding mentors or building a network, the best thing we’ve learned is to surround yourself with people who share your drive. The people you keep close matter so much. They either push you forward or hold you back.
For us, it’s been about connecting with other business owners and community members who are driven, passionate, and constantly looking to grow. We’ve learned a lot just by being around people who think big and work hard. That kind of energy is contagious.
We always say, if someone isn’t encouraging you to be better, they’re probably not your people. The right mentors and peers challenge you, inspire you, and remind you what you’re capable of. We’ve been lucky to find a circle like that here in the Keys. A support system that is always reminding us we are capable and pushing us to be better than we were yesterday.
Contact Info:
- Website: www.priceautomotiverepair.com & www.palmandparindoorgolf.com
- Instagram: @priceautomotiveflkeys & @palmandpar
- Facebook: https://www.facebook.com/priceautomotiveflkeys & https://www.facebook.com/palmandpar/
Image Credits
Film Javier https://filmjavier.com/
