Sheldon Lewis Goldman

A loving husband and father, accomplished entrepreneurial businessman, and military veteran, Sheldon Lewis Goldman of Goleta, CA died on August 16, 2026, at his home. He was 92 years young.

Born February 24, 1934, in Brooklyn, NY and raised in the Bronx, Shelley, as he was always referred to, would join the US Army in 1954 for a two-year stint, during which he served in Kornwestheim, Germany.

Living primarily in New York City in the years that followed, Shelley would begin his career as a sales rep for Greyhound, before starting his own company, Travelers Bus Service and A1 Bus Tours, in 1960. Shelley’s innate savviness and continually impressive business acumen would lead to major success and the start of another company, American Adventure Tours. Shelley’s time in the bus business throughout the 1960s would include renting buses to a young band called The Beatles during their first visit to the United States and standing strong in the face of death threats after he rented buses to participants in 1963’s March on Washington.

Shelley would then spend several years working for Madison Chemical, including a couple of years that took him and his family to Chicago, before moving to Los Angeles. In LA, Shelley would co-found Auto Insider Service, which provided auto buying services for AAA, credit unions and other major partners, and which in turn became another highly successful company.

Despite technically retiring in 2000, Shelley kept plenty busy after moving to the Santa Barbara area, including starting and eventually selling yet another company, Automotive Invitational Services. He would later become a counselor for Vistage, offering his considerable knowledge and experience to help mentor local business people.

Shelley and his amazing wife Judy spent 41 years together traveling the world, sharing an adventurous life together, including a bucket list East European river cruise trip just earlier this summer.

On the recreational side, along with enjoying playing the stock market, Shelley would also stay active physically, continuing his lifelong love of racket sports, continuing to play tennis until he was 90. He loved Black and White Cookies and the Yankees, and always made himself available when asked by a loved one for help - whether it be with financial advice or something more personal - and was known to declare a hearty “Bullsh*t!” whenever he heard something he decreed to be just that.

He is survived by his beloved wife, Judy, and his children, David, Nina, and Eric. Shelley is also survived by his brother, Bobby, and his sister, Norma; Carole, the mother of his children; his grandchildren, Garret and Taylor; his great-grandchildren, Carter and Summer; and many other nephews, nieces, son and daughters-in-laws, and treasured family and friends who will greatly miss him.

Shelley was laid to rest at Santa Barbara Cemetery on Tuesday, August 18, 2026.

In lieu of flowers, please make donations to jstreet.org or The Abraham Initiatives (abrahaminitiatives.org)