Driving the Industry Forward: ABA Launches the Driving Force Council
New Council dedicated to impacting industry workforce and culture
The American Bus Association (ABA) proudly announces the launch of the Driving Force Council, a new standalone body dedicated to strengthening the motorcoach and group travel industry’s workforce and culture.
Though not a new initiative—Driving Force first emerged as part of the highly successful Women in Buses community—it now takes on a more prominent role as part of ABA’s newly adopted Strategic Plan, which identifies Workforce and Culture as one of four core pillars, alongside Advocacy, Safety and Operations, and Marketplace.
The Council will serve as the driving engine behind ABA’s efforts to help members address workforce challenges head-on. By focusing on recruitment, onboarding, retention, leadership development, and continuous education, Driving Force will provide tangible, industry-driven strategies designed to meet the evolving needs of member businesses.
The 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 professional staff member for ABA. Together, they bring years of experience in operations, education, and industry leadership—making them well-suited to guide this effort forward.
“I am incredibly excited for the American Bus Association to re-launch Driving Force as a Council, and I am honored to serve as its chair,” said Sullivan. “Being part of this initiative allows me to directly contribute to the vitality of the motorcoach and group travel industry. Driving Force has a proven track record of success, notably in tackling the nationwide driver shortage.
“It’s incredibly rewarding to broaden our focus now to strengthen the entire industry’s workforce and secure a thriving future for all our members. The original team has returned with renewed passion, joined by new leaders, and we are jumping right into the work. We all share a deep love for our industry, and that collective commitment truly drives us forward.”
To lead this work, Driving Force has established a set of dedicated subcommittees, each tasked with advancing specific workforce priorities. These subcommittees—focused on Recruitment, Onboarding & Retention, Executive Leadership, Marketing & Communications, and DEI & Culture—form the backbone of the Council’s action plan. Among them, the DEI & Culture subcommittee will be led by Staci Dritschel of the Nashville Convention & Visitors Corp and Dagny Ashley of the City of Quincy, bringing both vision and experience to this important work.
“The Driving Force Council is a reflection of ABA’s sharpened focus on the issues that matter most to our members,” said Fred Ferguson, President and CEO of the American Bus Association. “As we implement our new strategic plan, workforce and culture stand out as vital to the long-term health of the industry. Driving Force provides us with the structure, leadership, and momentum to help our members prepare for the future—ensuring our industry is powered by capable, passionate, and well-trained individuals ready to meet tomorrow’s challenges.”
The Council’s Executive Committee represents a cross-section of industry leaders committed to driving meaningful change and guiding the Council’s strategic direction. In addition to Sullivan, Dritschel, and Ashley, the committee includes Pam Martinez (DATTCO), Adam Hall (John Hall’s Alaska), Mike McDonal (Saucon Technologies), Brent Maitland (All Aboard America Holdings, Inc.), and James Blain (PAX Training). Each brings unique insight and expertise to the Council’s work, sharing a deep commitment to the future of these industries.
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 lead the motorcoach and group travel industry into a stronger, more sustainable future.
To learn more about Driving Force and how to get involved, please email Vicki Osman.
