I'm no Jimmy Olsen, Hef

While at a red light, J noticed the limo sitting in front of us. It was white and had a bumper sticker that said "Property of Playboy. Not for private rental." But who wouldn't put that on a bumper sticker if they owned a white limo? Just as the light turned, J noticed the license plate: HEFNER. I whipped out my camera phone, but it was too late. It was a Colorado license plate, so does Hef have limos in all the states? Was it Hef? Moreover, was it Holly? Because I love Holly.