Driving Force Council | American Bus Association

Driving Force Council

Strengthening the Motorcoach Industry’s Workforce and Culture

The Driving Force Council is a special interest council of the American Bus Association, dedicated to advancing workforce and cultural initiatives across the motorcoach, tour, and group travel industries. Originally launched as part of the Women in Buses community, Driving Force now assumes a prominent role in ABA’s Strategic Plan, which identifies Workforce and Culture as one of the Association’s four core pillars, alongside Advocacy, Safety & Operations, and Marketplace.

With a focus on recruitment, onboarding, retention, leadership development, and continuous education, the Council provides actionable, industry-driven strategies designed to help ABA members meet workforce challenges head-on and prepare for the future.

Mission

The Driving Force Council exists to advance the American Bus Association’s commitment to building a robust, future-ready workforce for the motorcoach and group travel industry. Through collaboration, education, and innovation, the Council develops strategies that support member businesses and strengthen the industry’s long-term vitality.

Value Commitments

Five core principles guide the Council’s work:

  • Industry Advancement: Proactively strengthening the industry through strategic workforce development.
  • Member Support: Delivering tangible strategies that directly benefit ABA members.
  • Future Readiness: Cultivating a workforce prepared for evolving industry needs.
  • Collaborative Expertise: Engaging diverse voices and external partners to inform initiatives.
  • Continuous Learning: Championing ongoing education and professional development at all levels.

Leadership

The Driving Force Council is chaired by Erin Sullivan, of Bloom Tour & Charter Services, with Vicki Osman, ABA’s Senior Vice President of Meetings, Events, and Education, serving as the lead ABA staff liaison. Together, they bring extensive experience in operations, education, and leadership.

The Council’s Executive Committee represents a cross-section of industry leaders committed to driving meaningful change:

  • Erin Sullivan, Bloom Tour & Charter Services (Chair)
  • Pam Martinez, DATTCO
  • Adam Hall, John Hall’s Alaska
  • Mike McDonal, Saucon Technologies
  • Brent Maitland, All Aboard America Holdings, Inc.
  • James Blain, PAX Training
  • Staci Dritschel, Nashville Convention & Visitors Corp
  • Dagny Ashley, City of Quincy

Subcommittees

Driving Force operates through dedicated subcommittees that focus on specific workforce priorities:

Employee Group Committees

  • Recruitment – Mike McDonal (Chair)
  • Onboarding & Retention – Pam Martinez & James Blain (co-Chairs)

C-Suite Committee

  • Executive Leadership – Brent Maitland (Chair)

Support Committees

  • Marketing & Communications – Adam Hall (Chair)
  • DEI & Culture – Staci Dritschel & Dagny Ashley (co-Chairs)

These groups form the backbone of the Council’s action plan, ensuring strategies are targeted, inclusive, and impactful.

Get Involved

Driving Force isn’t just a program—it’s a commitment to industry advancement, member success, and future readiness. With renewed energy and a clear mandate, the Council is poised to help the motorcoach and group travel industry thrive.

To learn more or to get involved, contact Vicki Osman at vosman@buses.org

The American Bus Association serves a thriving industry that provides nearly 600 million passenger trips annually on charters, tours, scheduled service, and shuttles. Membership in ABA includes motorcoach operators, tour operators, tourism-related organizations, and products and service suppliers.

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