Wow, I learned a lot last month at the STN EXPO West in Reno, Nevada. Over 1,000 school transportation professionals joined a dynamic convergence of training, networking and innovation while exploring cutting-edge solutions, sharing best practices, and inspiring transformative change in school transportation.

Among the standout moments were keynote addresses by Jon Petz, the “Amazement Artist,” and Jim Schiffler, a veteran transportation leader. Together, their insights provided actionable strategies for fostering engagement, leadership and operational excellence

The Transportation Director Summit in Lake Tahoe featured Petz’s “Rules of Amazement,” a framework for transforming mundane interactions into meaningful, memorable experiences. During his four-part executive leadership workshop, Petz explored personal branding, the power of focus versus perspective, and embracing simple solutions. His presentation resonated deeply with school transportation leaders, emphasizing the profound impact of small, intentional actions, when every moment with students, parents or colleagues matters.

Two days later, Petz delivered his keynote address to the full conference on “Igniting Significance Through Simple Moments,” weaving a unique blend of business leadership,
inspiration and magical entertainment.

Petz opened with a personal, childhood story about learning a magic trick from his father, a fleeting moment that forged a lasting emotional connection. He also shared a memory of his own school bus driver, Mr. Pope, whose kindness left an indelible mark. Petz challenged attendees to ask themselves, “Do I perform to create an amazing moment, or do I perform just enough to get by?” This question struck a chord in an industry often fraught with stress and high stakes, urging professionals to reimagine their daily touch-points. These can be greeting a student, resolving a parent’s concern, or mentoring a colleague.

He shared another story about performing magic for a critically ill child named Nathan, illustrating how saying “yes” to a single opportunity created a transformative moment. Petz distributed seven of hearts cards to the audience, symbolizing his hope to reconnect with Nathan’s family someday, and encouraged attendees to seize similar moments in their work. Petz’s presentation moved the audience to tears and ended with a standing ovation.

The message was clear. Safety and trust are paramount in school transportation. Small acts of connection can build engaged, passionate teams and foster lasting trust with communities. Petz left attendees inspired to elevate their performance and create wow moments that drive team morale and student safety.

The next day’s keynote by Jim Schiffler, retired president of Minnesota bus dealer North Central Bus & Equipment, delivered a compelling session based on his book, “Stepping Up: From Valued Employee to Supervisor.” Schiffler addressed the complex challenges of transitioning a valued employee into a supervisory role, a common hurdle for school transportation professionals moving into leadership positions. His session provided actionable insights for identifying and nurturing the next generation of leaders in
an industry facing driver shortages and evolving operational demands. The insights were particularly relevant in addressing the challenge of promoting drivers and support
staff into supervisory roles while maintaining team cohesion and operational efficiency.

Schiffler emphasized the importance of organizational culture, drawing from his success in creating environments where employees feel safe, respected and valued. He said talented individuals are often dissuaded from stepping into leadership roles out of fear they are not “good enough.” He offered a roadmap for overcoming these doubts, focusing on practical steps to build confidence and competence. Schiffler’s strategies included fostering open communication, recognizing individual contributions and aligning personal growth with organizational goals.

Schiffler’s session highlighted the need for intentional mentorship and training to prepare employees to lead. He shared real-world examples, illustrating how empowering
employees to “make a difference” not only boosts morale but also enhances safety and service quality. His approach resonated with attendees tasked with managing diverse
teams under tight budgets and regulatory pressures. He offered a blueprint for cultivating leaders able to navigate the industry’s unique challenges.

The transformative power of leadership and connection in school transportation inspired attendees to harness simple moments and to build trust and engagement, directly impacting student experiences and team dynamics. Petz’s and Schiffler’s insights offered strategies to enhance safety, improve operations and foster a culture of purpose and excellence. By applying these lessons, school transportation professionals can drive meaningful change that benefit their students.

We all have the power to transform simple everyday tasks into significant and impactful contributions. Encourage and empower your team to be what Petz called, “Showtime Ready.” This is a trusted method of achieving peak performance and driving toward a shared goal of student success.

Editor’s Note: As reprinted from the August 2025 issue of School Transportation News

Related: STN EXPO Keynote Reveals the Impact of Simple, Intentional Moments
Related: STN EXPO West Attendees Can ‘Bet on Yourself, Bet on Your Team’
Related: Gallery: Awards and Magic on Day 4 of STN EXPO West
Related: Magician Teaches Transportation Directors About Connection at STN EXPO West

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The school bus is evolving. With the integration of AI, data analytics and adaptive learning technologies, school buses are no longer vehicles for student transport alone they’re becoming smart and connected learning environments.

By reimagining school transportation operations, school districts can enhance safety, drive operational efficiency and engage their communities in new and meaningful ways.

Imagine a school bus that adapts to traffic in real time, monitors student behavior for safety, connects students to personalized learning content via Wi-Fi and provides
predictive insights to transportation directors and their teams. This is no longer science fiction it’s the new direction school transportation is headed, powered by AI.

Today’s cutting-edge tools are creating a more intelligent, impactful ride. AI-enabled routing software analyzes traffic, weather, construction and student addresses to create the most time and fuel efficient routes. The integration of onboard tablets allows for turn-by-turn directions and student manifests. These systems adapt in real time, helping buses avoid delays and improve on-time performance, while also helping to cut fuel use, reduce emissions and improve operational costs.

Onboard video systems on school buses aren’t new, but the use of AI software is. Most video systems offer software to help enhance detection of unsafe behavior like bullying or fights. Real-time alerts allow quick intervention to potentially prevent a situation from escalating. Looking at specific areas of interest on the school bus is a real need, and this can be done with enhanced software tools. Hours of recorded video footage and making time to review it effectively is an overwhelming task. But AI software could help tackle this challenge sooner than you realize.

Student tracking and parent communication is mission critical in a modern school transportation system. Parents and school officials are notified instantly when a student boards or exits the bus, bolstering both accountability and peace of mind.

Personalized onboard learning is more important than ever thanks to Wi-Fi. School districts can offer a variety of online learning platforms on mobile devices during school bus commute, turning down time into a valuable part of the learning day. Keep in mind the E-Rate funding for this technology is still available. I’d recommend taking action today to secure it. We don’t know what the future holds for the federal program.

Other connected technology solutions include predictive maintenance and vehicle health paired with AI. This technology can forecast mechanical issues before they become costly failures. Fleet managers receive alerts about maintenance needs, from brake wear to battery life, allowing for proactive servicing. Solution benefits included reduced breakdowns, extended vehicle lifespan and lower overall maintenance costs.

AI-assisted advanced driver systems (ADAS) is the future already realized. ADAS alerts drivers about lane departures, hard braking or following distances, helping reduce crashes. Additionally, AI-generated reports help with training and performance reviews. Fewer crashes mean fewer insurance claims. The other outcomes could be improved driver retention, safer driving habits and reduced stress.

Fleets should consider utilizing more data-driven decision making in their operations. AI platforms collect and analyze transportation data to identify trends, inefficiencies and opportunities for improvement. Dashboards visualize everything from ridership to route efficiency to behavior incidents, helping administrators make informed decisions. Improved operations, better budgeting and resource allocation allow for stronger alignment with academic goals.

By leveraging AI and emerging technologies, school districts are turning the daily commute into a strategic asset.

As technology adoption increases, data security is also vital. IT departments are now highly involved with technology purchasing for school transportation. As a result, IT professionals are requesting secured storage and enterprise level software solutions due to the increased issue of school data breaches. These types of solutions are significantly more expensive than the traditional lower budget solutions we are accustomed to.

The road to and from school can be a dynamic, data-rich, student-focused part of the educational journey. This transformation goes beyond efficiency it enhances student safety, supports learning and empowers transportation teams with the tools they need to succeed. This is a future to get excited about!

Editor’s Note: Reprinted from the July 2025 issue of School Transportation News.

Related: Not So Fast: Technology Eyes Speed Reduction in School Buses
Related: Technology Adoption, Utilization Panel Discussion Planned for STN EXPO West
Related: (STN Podcast E266) Recap STN EXPO West: It All Comes Back To Safety & Training
Related: School Bus Wi-Fi in Flux?

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Many school transportation operators I have spoken with lately continue to struggle with finding qualified school bus drivers, mechanics and fleet managers. But how are they marketing themselves?

Are we simply being out-marketed by other companies and industries that are seeking candidates in the same job categories? How do you compete against corporate giants like Amazon and Walmart for talent? Marketing to qualified candidates seeking jobs in 2025 demands forward-thinking. Social media platforms like TikTok (if your district allows it), YouTube Shorts, Facebook and Instagram continue to gain traction and popularity, and both offer paid and free opportunities.

Executing a paid media strategy allows you to fine tune your target audience within your hyperlocal community, using geographic and demographic data like relevant job titles, certifications (CDL holders) or interest groups to reach key candidates. That could be retirees looking for meaningful part-time work, a stay-at-home parent wanting mid-day flexibility in their schedule, military veterans with transferable logistics skills, or gig economy workers seeking stability.

My suggestion is to build a thoughtful and authentic content strategy. The team of school transportation professionals that work in your operation are your biggest assets. Those individuals can share stories of why your district or company is a great place to work. It’s word of mouth amplified to the Nth degree. Consider that a video can be used on your website, email and on social media platforms.

Making video clips of team members sharing experiences like a day-in-the-life showcases typical responsibilities of a bus driver or mechanic and gives prospects a realistic and relatable perspective. Testimonials are very powerful, too. Interviews or stories from current employees on job satisfaction, work-life balance and company culture make a real impact. Also, short form reels are great for quick engaging clips of team camaraderie, well-maintained buses, or “behind-the-scenes” fun.

Audience engagement is important for this type of campaign to work. Use ideas like behind-the-scenes tours highlighting facilities, buses, workshops or training areas to reduce job apprehension. Host an interactive Q&A session with HR or current employees to answer applicant questions in real time.

Prospective employees don’t just evaluate your fleet. They evaluate your investment in the overall experience you are demonstrating. That includes newer buses, modern GPS and routing software, and digital tools that streamline daily operations. These can be big selling points to a prospective employee.

Hiring the right people is just the beginning. Retaining them and helping them thrive requires consistent leadership, strategic investment and a culture that blends human empathy with technological support.

Once you’ve built your team, keeping them engaged is key. Many departments now use mobile apps and communication platforms to interact with staff in real time sending schedule updates, reminders and even recognition messages.

An emerging trend is the use of AI to track performance metrics like on-time arrivals, safety records or attendance to trigger personalized recognition or feedback. These tools make appreciation immediate, meaningful and data informed.

Competitive pay is still essential but so is a benefits package that reflects the real lives of employees. Districts offering flexible schedules, retention bonuses and easy-to-access benefits dashboards are seeing greater success in retaining drivers and technicians.

Some districts are providing monthly meals, wellness perks and even transportation specific, career development plans to deepen loyalty and satisfaction.

Positive reinforcement remains one of the most powerful tools for retention. From digital shout-outs to monthly awards, recognition programs create a culture of appreciation. Add ongoing professional development, mentorship and AI-driven training, and you’ve built a workplace people don’t want to leave.

And let’s not forget safety, as recognizing employees can result in a positive impact on performance and morale. Whether through improved communication, fewer accidents or higher job satisfaction, a valued employee is a safer, more committed one. As the world evolves, leaders in school transportation have a chance to embrace change while adjusting to the new standards and norms team members and prospective employees expect.

Editor’s Note: As reprinted in the June 2025 issue of School Transportation News.

Related: Social Media’s Influence on Student Transportation Industry Hard to Track
Related: Social Media as a Recruitment Tool: School Bus Driver Influencers
Related: (STN Podcast E263) Not an Easy Button: Expert Gives School Bus Routing Technology Tips
Related: (STN Podcast E259) Feel the Passion: Debates on Wi-Fi, Technology, Alternative Transportation & Safety

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STN EXPO East in March was quite the whirlwind. This year’s conference and trade show in North Carolina represented a new frontier on the East Coast, with nearly 95 percent of attendees participating at their first STN EXPO. With such a fresh and engaged audience, it was the perfect opportunity to foster more meaningful dialogue, share insights and strengthen collaboration.

A cornerstone of the networking is the Transportation Director Summit, a leadership-focused, two-day event tailored to industry decision-makers. This exercise shares ideas, identifies emerging challenges and charts the course forward for their organizations.

I facilitated the opening discussion that centered on a crowdsourced survey, which captured the pulse of current trends, operational challenges and procurement needs. The survey data highlighted a clear hierarchy of purchasing trends. Topping the list were cellular, radio
and communication systems, Type C and D buses, video security systems, student ridership verification/RFID/ parent communication apps, cleaner diesel buses, and fleet management and safety products.

I kicked off the TD Summit discussion with a question: “What is your biggest challenge for the upcoming school year?” Common themes quickly emerged—chief among them were staffing shortages and retention, illegal passing and student behavior on board school buses. These concerns underscore the need for comprehensive solutions that address both operational efficiency and safety.

Another topic of discussion was fuel choice and the transition to cleaner energy options. According to the survey results, fleet compositions are increasingly diverse: “Clean” diesel (88 percent), gasoline (55 percent), propane(31 percent), electric (29 percent), biodiesel (19 percent), and CNG (1 percent). Many transportation leaders expressed a commitment to exploring or expanding their use of greener, near-zero or zero-emission vehicles.

This shift is driven in part by federal and state environmental regulations from the EPA and California Air Resources Board. While the pace of adoption may vary, the trend toward sustainability is unmistakable. Forty-seven percent of survey respondents said their operations had applied or planned to apply for funding through the EPA Clean School Bus Program, while 39 percent had not, and 14 percent were still considering it.

Cabarrus County Schools purchased two electric school buses utilizing Volkswagen Mitigation Trust funds through the North Carolina Department of Public Instruction. “They have been a great addition to our fleet, and we are planning to add four more utilizing the EPA Clean School Bus funding,” shared Transportation Director Art Whittaker.

Sponsor participation from school bus OEMs, infrastructure providers, and CNG technology experts further enriched the conversation with insights offering valuable context to attendees evaluating the sustainable solutions that best align with their unique operational needs.

When asked for their top safety concerns, attendees overwhelmingly cited driver and student safety. Increased violence against school bus drivers as well as rising incidents of student conflict, are prompting discussions about how to enhance onboard security via technology.

A particularly alarming trend is the estimated 45.2 million illegal passing violations nationwide occurring during the 2023-2024 school year, according to the National Association of State Directors of Pupil Transportation Services.

“We have focused on a public awareness campaign to make drivers more aware of the dangers of passing a school bus to improve student safety,” said Nicole Portee, associate superintendent of Charlotte Mecklenburg Schools. “The next step is considering advanced technology to address the issue.”

Finally, I asked attendees about their routing and scheduling challenges. Unsurprisingly, the feedback pointed to optimization and efficiency, particularly in the context of staffing shortages. The industry is witnessing a rise in the use of multi-modal transportation and alternative service providers, as districts and contractors adapt to workforce constraints and evolving student needs.

Transportation leaders’ responsibilities are vast, but so are the support network available through collaborative forums like the STN EXPO. TD Summit provides a secure and empowering environment, where peers openly share their struggles, brainstorm solutions and leave with actionable ideas to implement at home.

Our collective mission is to continuously improve the safety, sustainability and efficiency of student transportation. I invite you to continue the conversation and join us for the STN EXPO West in Reno, Nevada, July 11–16. Together, we can keep moving the industry forward.

Editor’s Note: As reprinted in the May 2025 issue of School Transportation News.

Related: Roundup: Bus Technology Summit at STN EXPO Charlotte 2025
Related: WATCH: Fire Expert to Lead School Bus Evacuation Training at STN EXPO West
Related: (STN Podcast E259) Feel the Passion: Debates on Wi-Fi, Technology, Alternative Transportation & Safety
Related: STN EXPO West to Feature ‘Routing 101’ Seminar

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