CHARLOTTE, N.C. – “For district nirvana, crush both student and driver experiences,” advised Jim Knight, who spent over two decades as head of global training and development for Hard Rock International’s hotels, casinos, dining and entertainment. “From a leadership standpoint, you can always ramp it up.”

“What I want to be for you is a catalyst,” the best-selling Culture That Rocks author told the transportation directors and supplier partners gathered at Topgolf Charlotte Southwest Saturday morning for leadership advice. “I know a lot about getting the right people around you and then loving on them, so they won’t want to leave.”

Leaders in attendance for the Transportation Director Summit at STN EXPO East said their priorities included driver retention, on-time performance, low absenteeism and reduced accidents. They also identified integrity, empathy, vision and communication as the most important leadership qualities. This lines up with top qualities acknowledged by popular motivational trainers, Knight confirmed, with the overall goal of building trust.

Drawing from the idea of a curated concert setlist, Knight led attendees through an exercise to pare down their most time-consuming work activities and prioritize the essentials with the greatest immediate impact.

Recruitment, Retainment Strategies in a Changing World

Organizational environments are either virtuous or vicious depending on who leaders hire, Knight explained during his fast-paced “edu-tainment” training.

He expounded that the vicious cycle sees morale and work culture tainted by negative school bus drivers, which in turn disturbs student experiences and may lower ridership. Targets missed and staff leaving mean mounting pressure and poor decisions, such as supervisors having to drive routes or lowering standards to put any warm body behind the wheel. In contrast, a positive driver and student experience leads to rave reviews and organizational growth at what will become known as an attractive place to work. This virtuous environment births more rock star leaders, Knight established.

“Stop recruiting like you’re filling seats – you have to build a band.”

– Jim Knight

While today’s average age of a U.S. school bus driver is 56, Knight underscored that the next generation of Millennial and Generation Z workers values individuality, flexibility and work-life balance. They are tech-savvy and socially conscious. For better or worse, he said, he’s noticed they don’t tolerate bad bosses, readily job hop, are prone to litigiousness and desire enrichment. They are generally visual learners with shorter attention spans, so he prioritizes pictures in training manuals.

He encouraged attendees to embrace generational differences from Baby Boomer to Generation Z workers and to tap into these characteristics when hiring new talent. While colorful hair or facial piercings, for instance, may give managers pause, he noted that student riders appreciate seeing role models who resemble them.

Rather than complaining about a talent drought, Knight advised actively seeking out potential drivers in unconventional places. Attendees suggested searching among fast food restaurants, colleges and trade schools, social media, stay-at-home parents, veterans, retirees, job boards, aides and custodians.

Framing the job through flexibility, purpose, stability, community and student impact helps, as does tailoring the hiring message to the recipient.

“If you want rock stars, you have to think differently,” Knight stated. “Stop recruiting like you’re filling seats. You have to build a band.”

He suggested using eye-catching AI-generated recruitment posters with humorous sayings or rock music puns, with an attendee contributing the promotional slogan, “Yellow air-conditioned office with corner windows!”

Knight stressed the importance of valuing the often-overlooked workers who are the backbone of the school district, sharing the story of how Hard Rock Cafe once utilized premade food to save costs, to the chagrin of its customers. Reversing course, the restaurant chain reintroduced fresh-cooked food accompanied by a marketing campaign featuring a leather-clad, fancy car-riding “rock star” who turned out to be a chef.

“Who are your rock stars?” he queried. Valued and celebrated student transporters are the show, he said, so make them feel appreciated.

Similar to how volunteers show up for the cause and not for money, Knight encouraged attendees to have such strong workplace culture that student transporters enthusiastically choose to stay.

Related: Transportation Leaders Share How to ‘Love the Bus,’ Why It Matters
Related: (STN Podcast E294) Boots to Buses: Military Formed Georgia Student Transportation Leader
Related: Leading with Purpose: Insights from STN EXPO West’s Transportation Supervisor Seminar
Related: (STN Podcast E280) Nuts and Bolts: Transportation Director of the Year Talks Data-Focused Oregon Ops
Related: Communication ‘Magic Words,’ Teamwork Tips Shared at Transportation Director Summit

Being A Good Boss

Team meetings, regular employee check-ins and open communication channels are a must, Knight emphasized. “If you want people to stay with you long term, you need growth and development,” he added.

White it may be tempting for a boss to zip straight to their office first thing in the morning, it’s more important for the team dynamic to take time for small talk and make employees feel loved, he said.

He reviewed a Gallup survey of over two million employees at 700 companies worldwide which found that a supervisor is the single most important influence in an employee’s decision to quit.

Additionally, Knight shared statistics from Heart-Centered Leadership by Susan Steinbrecher and Joel Bennett, Ph.D. showing that almost half of employees leave a company because they feel underappreciated. Almost 90 percent said they don’t receive acknowledgment for their work.

“People join companies. They leave individuals,” he noted.

He encouraged the leaders in the room to intentionally and authentically fill their employees’ “emotional bank accounts” to encourage them to stay. An attendee added that this is also an important concept when at home among families.

Just as every great musical group has a signature sound, every leader has a signature strength to offer their team, which Knight encouraged them to crank “up to 11” ala the music mockumentary This Is Spinal Tap. And like superfans don’t just love the music but also desire the connection of a backstage pass to meet the artists personally, Knight stated that leaders should ask intentional questions and get to know their workers on a deeper level.

“I can teach someone with a good heart to drive a bus, but I can’t teach someone to have a good heart.”

– Gerald Henry
Director of Transportation
Lexington 1 School District (S.C.)

He also advised leaving job positions open longer to hire the right person.

“I can teach someone with a good heart to drive a bus, but I can’t teach someone to have a good heart,” agreed Gerald Henry, director of transportation for Lexington 1 School District in South Carolina.

Quoting Bob Dylan’s quote “there is nothing so stable as change,” Knight encouraged attendees to refocus their thoughts and resources to only their “circle of influence” to maximize happiness and effectiveness.

He also advocated for supportive mentorship opportunities, such as the inaugural School Transportation News Peer-to-Peer Mentorship Program, which grouped STN EXPO East attendees based on years in the industry, district size, fleet makeup and areas of interest.

Knight provided famous music industry stories to demonstrate that success can be achieved through perseverance and resilience. He cited the examples of Phil Collins taking over the Genesis lead singer duties from Peter Gabriel, a street performer who went on to become Lady Gaga, or a drummer losing an arm and reinventing his playing style like Def Leppard’s Rick Allen.

While every concert has a slow song where the lighters (or the cellphone flashlights) come out, Knight noted that moment is not when the show ends. Instead, the energy always ramps back up with a faster paced song.

“Each of you has the power to light up or extinguish the cultural flame of the district, via your leadership,” he concluded. “Light it up!”

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Jim Knight will present the keynote “Culture That Rocks: Set List on How to Amp Up the Company’s Culture (to Eleven) and Deliver Sustainable Results” on Monday, March 30, 2026, from 10:15 a.m. – 11:45 a.m.

Photos by Vince Rios Creative.

The post Transportation Directors Receive Rock Star Training on Driver Retention appeared first on School Transportation News.

Each year, School Transportation News gathers photos and videos from school districts and transportation companies across the U.S. that document how they celebrated Love the Bus Month. This year, we asked student transportation leaders about the impact of recognizing the importance of yellow school buses and showing appreciation to the individuals who transport students safely every day.

We uncovered a variety of Love the Bus celebrations ranging from highlighting student transportation staff on social media, catered events for transportation department, goodie bags for school bus drivers and special events with a Valentine’s Day flair.

Prosper Independent School District (Texas)

Teri Mapengo, director of transportation at Prosper Independent School District near Dallas, Texas, shared how multiple fun events showed the transportation department staff how much they are valued.

“We focus on meaningful and creative ways to celebrate our team and reinforce that they are truly seen and appreciated,” Mapengo explained. “This year, we hosted Puppy Wellness Days to bring moments of joy and stress relief, served pancakes and sausage after morning routes, partnered with Raising Cane’s ‘Love Bus’ to surprise staff with swag and gave bus beanies to every employee.”

The pictures were worth a thousand words, showing the happiness the furry visitors brought to the staff. Transfinder recognized Mapengo last summer at the STN EXPO West conference leading one of the industry’s Top Transportation Teams, so she has a long-standing history of creating meaningful connections with her team. She continued that the district’s Love the Bus celebrations continued with a superintendent ride-along that allowed for personal recognition and relationship building with the school bus drivers.

“Love the Bus Month matters because transportation is built on people, relationships and trust. Our teams show up before sunrise, in every kind of weather, carrying the responsibility of safely transporting what matters most—our students. Much of their work happens quietly behind the scenes, and this month gives us the opportunity to pause and recognize the heart behind the wheel,” she added. “Recognition reminds our drivers, monitors, mechanics, and support staff that their work has a lasting impact on students, families, and the entire school community,” said Mapengo. “While February gives us a dedicated time to celebrate, appreciation must be part of our culture year-round. When people feel valued, they feel connected to the mission—and that connection strengthens morale, safety, service, and retention.”

Mapengo summed up her advice to other directors. “Recognition doesn’t have to be expensive, it just has to be genuine. Celebrate your people publicly, involve your community and find ways to reflect your team’s unique culture” she recommended. ”Most importantly, make appreciation a habit, not just a moment. When transportation teams feel valued, it strengthens morale, builds pride and positively impacts the students and communities we serve.”

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Buncombe County School District (North Carolina)

Jeremy Stowe, director of transportation at Buncombe County Schools in North Carolina, spoke last year at STN EXPO East in Charlotte-Concord, North Carolina about how his transportation department stepped up to assist emergency services after Hurricane Helene. Stowe’s maintenance team was recognized as a 2025 Garage Star because of these efforts. This year, the students showed their appreciation by washing district school buses as a “tangible way to say thank you,” shared Stowe.

Stowe shared why Love the Bus Month matters. “Student transportation is often the first and last interaction a child has with our school system each day. Our drivers set the tone. They provide safety, stability and often encouragement before a student even walks into a classroom,” he commented. “Recognizing these drivers reinforces that their work is not just operational, it is relational and critical to our daily operations.”

He continued,“Year-long recognition is just as important. Drivers operate in all weather conditions, manage student behavior on a moving vehicle, and carry tremendous responsibility. When we intentionally celebrate them, we strengthen morale, keep drivers, and a positive tone to the culture of our entire district.”

Buncombe also highlights their transportation department’s work on social media regularly, especially noted Stowe, during weather events that require extra safety efforts from the staff. He also shared that members of the local Board of Education did ride-alongs on the school buses, “as another visible manner of recognizing all our drivers do for our district.”

Stowe said his advice to other school districts looking to thank and recognize their student transportation departments is to make recognition personal and visible., “Everyone wants to be told ‘Thank You’, you are important to what we do. Say it and show it. Invite everyone to participate (Principals, Teachers, Students, PTO’s, and Board Members). Post stories publicly. Deliver handwritten notes. Small gestures matter when they are sincere and consistent. Transportation professionals don’t do the work for recognition and they deserve all the recognition they can get.”

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Laramie County School District #1 (Wyoming)

Kathleen Larsen, a transportation supervisor at Laramie County School District #1 in Wyoming, shared a unique perspective on the importance of her transportation department as she is a parent of two students who ride her district’s school buses.

Jenn Simpson, another transportation supervisor at Laramie, reached out to School Transportation News with a submission that was shared by a school bus driver who works under Larsen. Simpson shared that Laramie County recognizes Love the Bus by engaging with the transportation department to ask why they “Love the Bus.” School bus driver Fabiola “Faby” Andujo was the first to respond.

She came to Laramie after obtaining her CDL through Climb Wyoming, a program that works with single mothers to provide job training, including certifications and assisting with job placement. Simpson said she is currently on medical leave and wanted to share her reasons why she loves her job.

Andujo showed her passion for her vital role. “I love my bus and I miss it because every student is a treasure to their family. We carry the most valuable cargo. Each student is a story whose ending we don’t know yet. Maybe they’ll become a new bus driver, a lawyer, a teacher, a police officer, a soldier, an engineer, an architect, a doctor, a nurse, a singer, an actor, a judge, a governor, a mayor, or even the next president in a few years,” she shared. “That’s why we drive carefully and make sure they arrive at their destination safely. Every smile in the morning, a good morning, a thank you is the best payment I can receive. I love my bus because it’s safe, and new stories are created every day. I want to tell you that I miss each and every one of you, and I feel very grateful for the opportunity to belong to this department.

“I am truly blessed. I’m doing my best in my recovery so I can return and continue taking the students to school and, in the afternoons, to their bus stops. I also miss taking field trips because I’ve gotten to see new places,” she continued “Thanks also to the mechanics who keep the buses running. I miss everyone, but especially my students and my teaching assistant. That’s why I love my bus because it’s safe, it’s big and it can take me to many places. Lots of love, Faby, I miss my bus 101.”

Larsen said that watching her children walk out the front door to ride the school bus each morning reinforces the impact of student transportation in children’s lives.

“To me, the school bus is the ultimate act of trust…That trust matters deeply to me, and it’s something I think about constantly. I try to lead this department with a parent’s heart, guided by the belief that every child on every route deserves the same care, patience, and warmth I want for my own girls,” explained Larsen.

“That’s exactly why celebrating Love the Bus Month matters,” she continued. “When we take time to recognize our drivers, TAs, mechanics, shop staff, dispatchers, coordinators, or trainers, we’re not just checking a box. We’re acknowledging the heart, effort and care they bring to this work. It’s a reminder that they aren’t just operating a vehicle — they are shaping experiences and building trust with kids every day. More than a thank you, this recognition helps our entire community better understand what this job truly involves. It reminds our staff that they aren’t working in isolation at the bus garage but are a vital part of the school family. When we celebrate the bus, we celebrate the peace of mind we give to parents and the safe, welcoming environment we create for students. Most of all, we honor the people who show up day after day — snow or shine — to make sure our kids get where they need to go and have the opportunity to learn and succeed.”

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Watauga County Schools (North Carolina)

Another school district in a more rural area of North Carolina made sure to recognize the dedication of their transportation team, as shared by Janet Tanner, the district’s transportation director.

“In Watauga County, our school bus drivers are more than employees — they are family. As a small rural mountain county in Western North Carolina, relationships matter deeply to us. Love the Bus month allows our school system and community to express gratitude for the individuals who safely transport our students each day,” she said.

Watauga County Schools’ Love the Bus celebrations included tokens of appreciation from the district and kind words from the community.

“Each year, we present our drivers with a token of appreciation. This year, every driver received a fleece jacket embroidered with our Watauga Bus emblem — a visible symbol of pride and unity. Our entire transportation department participated in personally delivering the jackets, which helps build relationships between drivers and staff. In addition, our Communications Director Bailey Little collected and shared heartfelt notes from parents and students across our social media platforms. These messages highlighted the kindness, dependability and care our drivers show daily.”

Just as the other directors noted, Tanner shared that Love the Bus celebrations don’t and should not be relegated to merely the month of February.

“Our commitment to appreciation extends well beyond the one month,” said Tanner. “Prior to the start of school, we host a back-to-school meeting, where drivers receive critical safety training, policy updates and procedural guidance. With the generous support from our vendors, we also provide lunch and door prizes, creating a welcoming and celebratory atmosphere. This event ensures drivers feel both prepared and valued,” she said

She continued, “Throughout the school year, have your department staff make visits to drivers before or after their routes, bring them small treats or simply tell them how much they are appreciated. These personal touches reinforce a culture of recognition and respect.”

She also noted that the district regularly posts “Driver Spotlights” on social media to connect the drivers behind the wheel with the local community saying that these outreaches “foster pride among drivers and strengthen the connection between families and the transportation team.

“In Watauga County, appreciation is not a single event—it is a culture,” she added. “We are committed to honoring them not just during Love the Bus month, but throughout the entire year.”

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Related: Gallery: Recap Love the Bus Month 2026
Related: WATCH: West Virginia Highlights School Bus Inspection for Love the Bus Month
Related: Update: Love the Bus Month Underway, NAPT Seeks Recognition Year-Round

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Student support was the name of the game in a Thursday webinar featuring two leaders with copious transportation director experience.

Viewing Transportation Through an Attendance Lens

Greg Jackson served as the executive director of transportation and fleet services for Jefferson County School District in Colorado for a decade and was named the 2019 Transportation Director of the Year by School Transportation News.

In his current role as general manager of busing services for webinar sponsor EverDriven, he reviewed trends in jobs, housing and family schedules that have resulted in districts becoming more focused on consistent transportation for student access to education.

“Consistency builds routine and routine builds attendance,” he said.

Transportation departments are also expected to be more flexible with fewer resources these days, pointed out Jim Ellis, director of pupil transportation for Virginia’s Henrico County Public Schools and a past-president of the North Carolina Pupil Transportation Association. He reminded listeners that reliability matters, but rolling with the punches is also non-negotiable.

Ellis agreed that transportation stability is especially important for medically fragile students and those who qualify under the McKinney-Vento Homeless Assistance Act.

Involving Transportation Earlier in Student-Level Decisions

Jackson noted that longstanding processes may overlook or exclude transportation staff from key conversations, so directors must step up to secure a seat at the table and be a part of the decision-making process. He encouraged transportation directors to see themselves as the administrators they are.

When it comes to multi-modal solutions, Ellis concurred with Courtney Pallotta, EverDriven’s chief marketing officer, that it’s important to take the time to create the right solution for each particular student.

Related: Detroit Public Schools Shares Chronic Absenteeism Solutions
Related: TD Summit Attendees Discuss Student Absenteeism, Transportation’s Role
Related: Communication ‘Magic Words,’ Teamwork Tips Shared at Transportation Director Summit
Related: Legal Keynote Opens Attendees’ Eyes to Federal Special Needs Transportation Laws

Strengthening Governance & Cross-Team Communication

Disconnect often occurs when different departments act on their own timelines or pertinent details are left out of notifications, Jackson said. Having aligned teams means less escalation to the superintendent and more focus on students rather than communication snafus, he explained.

“There’s so much in this life where the challenge is in the detail,” Pallotta agreed. “You cannot be clear enough about who’s doing what, especially in busy teams where volatility and change are the norm.”

Ellis added, “If we don’t get together on who manages what, we’re going to be chasing our tails.”

He advised having clear assignments on each aspect of a child’s school experience so transportation can be made available and utilized appropriately. This is especially important when contractors are involved, he added.

Putting It All into Practice

Simply adding a new technology system, that multiple staff members will need to be trained on, isn’t always the answer, Jackson warned. Instead, he said, improving small habits results in significant progress.

Budget constraints, Ellis stressed, must be communicated so all involved parties know what resources are available and what solutions are realistic. It’s not helpful when the IEP, McKinney-Vento and transportation teams are siloed. He further noted that being fully staffed with drivers means not having much wiggle room in the budget.

Alignment among all departments results in less chaos and a better experience for the families the school district serves, Jackson underscored.

Ellis encouraged the audience to look at transportation as more than a ride to school and as a crucial part of the education process. “Our families want transportation they can count on,” he summarized.

Jackson and Pallotta noted that EverDriven as a transportation network company looks to assist districts with reducing absenteeism and securing Medicaid reimbursement.

Watch the webinar on demand. 

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The Transportation Director Summit hosts student transportation leaders from across the country for a two-day event at STN EXPO East, focused on collaborative problem-solving and targeted training.

The Transportation Director Summit begins Friday, March 27 at the Embassy Suites Charlotte-Concord in North Carolina with a “Transportation Director Leadership Discussion” hosted by STN Publisher and President Tony Corpin. The event includes a networking mixer with appetizers and beverages provided. Discussion prompts will be based on the top challenges and changes facing the student transportation industry, as reported by participants via a survey.

On Saturday, the Transportation Director Summit participants head to Topgolf for an exclusive presentation from STN EXPO East keynote speaker Jim Knight. He will explain how to create “Leadership That Rocks” and build strong organizational culture. The day’s schedule will include multiple focused roundtable discussions as attendants are matched with different vendors to discuss the most pressing needs of their operations.

Participants will be provided with food, drinks and open golf bays as they network with other transportation directors and vendors.

Applicants must hold the position of transportation director or a qualified equivalent and be able to attend both days of the Summit. Email kristine@stnmedia.com for more information about qualifying for the Transportation Director Summit.

Register by Feb. 14 to save $100 off full conference registration. Browse conference agenda and explore other unique experiences at stnexpo.com/east.

Related: WATCH: STN EXPO East Keynote Speaker to Outline Strategies for Creating Impactful Culture
Related: Industry Veteran to Address Student Transportation Funding Uncertainty at STN EXPO East
Related: STN EXPO East to Feature Timely Discussion on Managing Stress

The post Transportation Director Summit Provides Exclusive Leadership, Networking appeared first on School Transportation News.

A longtime school bus driver received a heartwarming surprise from Star City School District in Arkansas when the transportation building was named after him.

Eighty-seven-year-old Brames Jackson has dedicated most of his life to serving his community in southeast Arkansas for decades. STN discovered a family connection when reaching out to Star City Transportation Director Kenneth Jackson. Brames is Kenneth’s uncle, and their story reveals a family legacy of outstanding student transportation service.

Brames Jackson became a school bus driver in 1964. He was on the district’s custodial staff, when he was asked to cover a route for a driver that was involved in a school bus crash. He shared that he continued to drive that bus for three months unpaid, simply to make sure that the students on the route got to school. The oversight was corrected, and he was officially put on the transportation payroll.

“When I got on that bus, I asked the Lord to take care of me and the children. And He did that. I didn’t want any child to get hurt and, I didn’t want to hurt any child,” said Brames.

He shared his entire 61-year-long career as a driver is accident free. The only maintenance he said he had was when he got a flat tire while on a route. He also shared that his route was often hard to navigate with lots of mud and rural roads. He proudly shared that he never got stuck, even during extreme weather conditions.

He relayed a story of waking up one day to snow but reported to work and drove his bus to the first stop on his route. The student informed him that she had just been told that school was cancelled due to the snow. For Brames, his focus was always dedication to the students, even in bad weather.

His nephew Kenneth Jackson said that his uncle has always been a source of inspiration to him. Kenneth began driving a school bus in 2009 and was made the transportation director in 2022, leading a fleet of 16 route buses and 22 drivers. Brames shared the advice he gave to Kenneth when he started in his new leadership role which was to focus on doing his job well and to connect with students and district staff. Those relationships with teachers, superintendents and other district leadership, the drivers and especially with the students are what create a lasting and positive impact.

A key mindset Kenneth said he shares with his uncle is the unwavering dedication to student safety, as students on the bus are “precious cargo.” As Brames said he sees the students as “pure gold” to their families and parents and that as student transporters, it’s crucial to see the students in the same way.

Both uncle and nephew said that they treat the students as if they were their own. Brames shared that he often sees adults who rode his school bus as young children and is happy to see them doing well in their lives. While he says he rode the school bus as a child and didn’t give his driver any trouble, he often encountered students having difficult behaviors. He stated that his goal was for students to not get taken off the route but rather address the behavior and keep them on the bus.

One day, Brames discovered a student smoking on board the bus. He told the student he would have to write him up, to which the student responded with a threat. Brames still took the boy to the office, despite the fact that he was armed with a knife.

Many years later, the former student approached Brames and hugged him. “’You made a man out of me. You don’t know how much I love you,’” Brames recalled the man told him. The boy had to go before the school board before he could ride the school bus again, but that moment was a turning point in his life. He later went to college, married a teacher and is successful in his work in the trucking industry.

“I felt like I helped that young man and I felt good over that,” said Brames.

The Arkansas Association of Pupil Transportation honored Brames as the 2025 School Bus Driver of the Year in June.

When Kenneth Jackson learned his uncle was retiring, he went to Superintendent Jordan Frizzell to ask if the school district would rename the transportation building after him. Kenneth said Frizzell enthusiastically accepted the idea and the district shared on its Facebook page last month that the Star City Board of Education officially named the transportation facility as the “Brames Jackson Transportation Building.”

“His commitment, integrity and care have made a lasting impact on generations of students and families,” said the post. “We are deeply thankful for his unwavering professionalism and the encouragement he offered to countless children through the years.”

When asked about his reaction to the news, Brames tearfully said, “I thank God. My nephew, the superintendent, I thank God for the school and the staff.”

Both true family men, Kenneth said that his uncle is well known for throwing the best family cookouts for the 4th of July. Brames, Kenneth continued, is a humble man who doesn’t like to draw attention to his achievements, including the adoption of multiple children over the course of his life.

Kenneth also stated that Brames is remaining active in his retirement as a full-time minister of a local church and president of the local usher board. He said that growing up with his uncle, he fondly remembers Brames’ favorite saying is “By the help of the good Lord.”

Related: School Bus Driver Knits Beanies to Spread Warmth, Love in Oklahoma City
Related: Virginia School Bus Driver Retires After Over 50 Years of Service
Related: Superintendent Snapshot: Fully Staffed Arkansas District Focus’ on Employees

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