Driving Force Council

Building the workforce your business needs to grow

The Driving Force Council provides industry operators with peer insights, leadership strategies, and practical tools for effective driver recruitment, development, and retention.

Join the Council

The American Bus Association Driving Force Council Logo, brought to you by MCI.

Driving Force Overview

The Driving Force Council was launched in 2025 to advance the American Bus Association’s commitment to strengthening the motorcoach and group travel industry by cultivating a robust, future-ready workforce. 

Through industry-led collaboration, the Council delivers actionable strategies across recruitment, retention, culture, and leadership.

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.

The council is sponsored by MCI.

Council Resources

Featured Resources

Driving Force Council Mission, Goals, & Leadership

To strengthen the motorcoach and group travel industry by helping members attract, develop, and retain the people their businesses depend on.

Five priorities guide the Council’s work:

  • Expand the Industry’s Talent Pipeline: Attract new talent into the motorcoach and group travel industry and build a stronger workforce for the future.
  • Strengthen Retention and Workforce Stability: Improve employee experience, reduce turnover, and support long-term team growth.
  • Develop Leadership at Every Level: Equip frontline managers through C-suite leaders with the insight and strategies needed to navigate complex business challenges.
  • Advance Culture and Organizational Performance: Support inclusive, high-performing workplaces where employees choose to stay and grow.
  • Foster Peer Collaboration and Shared Solutions: Create space for members to share what’s working, learn from real-world challenges, and apply proven strategies across their organizations.

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

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.

Additional Driver Recruitment Resources

Recent Recruitment News

ABA Board Focuses on Insurance, Advocacy Priorities, and the Future Workforce

The Spring Board meeting in Washington, DC, focused on several key issues for operators and group tourism members. Earlier this week, the American Bus Association Board of Directors convened for […]

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