This year’s STN EXPO West keynote speaker plans to provide attendees the tools they need to cut through the noise and express their relevance in a way that stands out in the crowd.

National Speakers Association’s Speaker Hall of Fame member Bruce Turkel takes the stage in Reno, Nevada this summer at the STN EXPO West conference for student transportation professionals.

Turkel will first address transportation leaders at the Transportation Director Summit, an exclusive training at The Chateau at Incline Village at Lake Tahoe. The directors attending the exclusive training and networking leadership summit will gain insights from Turkel that they can use to instill trust throughout their organizations and how the values of honesty and integrity impact operations.

Clear Communication

Turkel’s July 13 keynote presentation “All About Them: The Power of Relentless Relevance” will bring a message to all conference attendees on how to position oneself in today’s society of instant informational access. In his high-energy presentation, Turkel plans to show attendees that just credentials may not be enough, but that connecting with stakeholders means showing them what you can do for them. Whether its customers or team members, this keynote will give attendees practical strategies to communicate clearly, relevantly and bring positive results.

Turkel’s unique musical talent will also be featured in an interactive exercise in the power of shared experience as attendees learn in minutes to play a song together. This unforgettable presentation will have attendees not only connecting through laughter but have a renewed confidence to update their communication style with necessary clarity and have a customer-centered framework that boosts success for their operations.

Turkel has been in the brand clarity field for over 30 years, running his own global branding firm. His specialty has been how to stand out in a competitive market, having worked with brands like American Express, Nike, Discovery and HBO. He wrote seven books, appeared on national tv news channels and in major publications such as The New York Times and The Wall Street Journal.

Save $100 on main conference registration with Early Bird Savings when you act by June 5. The STN EXPO West conference will be held July 9-15 at the Peppermill Resort in Reno, Nevada. Updates to agenda and speaker lists can be found at stnexpo.com/west.

Related: STN EXPO West Registration Open for 2026, Features Innovative Conference Experience
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School Transportation News is currently accepting applications for its 2026 awards: Garage Stars, Rising Stars, Innovator of the Year and the Peter J. Grandolfo Memorial Award of Excellence.

STN gathers annual nominations from across the country and historically has chosen 10 Garage Star finalists to be featured in the August magazine edition. Last summer, STN selected seven individuals and three maintenance teams. STN also features 10 Rising SuperStar finalists in the November issue.

Garage and Rising Star finalists receive STN conference registration scholarships, to be used at an STN EXPO or TSD conference of their choice the following year.

The application window for Garage Stars will close on May 16. Rising Stars will remain open until July 31.

The Grandolfo Award, sponsored by Q’Straint, is its 18th year. Named after Peter Grandolfo, the late Chicago Public Schools transportation director and NAPT board member, the award is presented at STN EXPO West. The Grandolfo award recognizes a school transportation professional who exhibits exemplary service on behalf of the nation’s school children, especially those with disabilities. The application deadline is May 22.

Related: Garage Star, Rising Star Finalists to Receive Conference Registration Scholarships
Related: Michigan’s Morris Presented with 2025 Grandolfo Award at STN EXPO
Related: Innovator Award Seeks Nominations of Trailblazing School Bus Contractors

Meanwhile, the fifth annual Innovator of the Year award features a private school bus contractor employee who exemplifies the adoption of cutting-edge technology and programs.

STN presents Innovator of the Year in partnership with the National School Transportation Association. Readers may submit an online nomination through May 1.

Qualifications include making “significant, tangible contributions” to the school transportation industry within the past 12 months. Innovations could include technology implementation, operations, safety initiatives and green energy adoption.

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