The bus and motorcoach industry is remembering Vicki Cole, co-owner of American Stage Tours in Concord, Calif., and president of the California Motorcoach Association, who passed away unexpectedly last week while attending the ABA Marketplace in Nashville. ing. She was 64 years old.
An entrepreneurial and respected industry leader, Cole has been part of the American Stage Tours (AST) leadership team since 1991.
“It's a huge loss,” said her business partner Charles Williams. “Vicki's contributions have established AST as the go-to tour and charter company for charters, senior trips, and trips throughout the Western United States and Canada. Our history of success is based on her intelligence, experience, and customer delight.” It's because of my passion to do it.”
Lessons learned while driving
In addition to creating sold-out premium tours and trips for Bay Area seniors, Cole often served as a driver. She believes her own driving experience has helped her offer the type of tours that allow travelers to relax and enjoy a leisure travel experience.
Cole began his motorcoach career in the early 1980s as operations manager for TriStar Charters in Concord. When she started her own business, she knew what kind of experience she wanted to create for her customers.
“I have been driving motor coaches for over 30 years and have personally seen what works and what doesn't in the travel industry,” she wrote. LinkedIn page. “As a driver, I see companies convert trips that were originally 7 days into 4-5 days. For the passengers on my bus, this was not a leisure trip. Now when I create a tour, I feel relaxed. Passengers do not need to take leave when returning.”
Cole also donated his time and talents to the California Bass Association (CBA). She was appointed CBA President in 2019. As a longtime CBA board member, she was instrumental in member communications during COVID-19 and fought for national relief for members across the state. She was instrumental in implementing a membership drive that welcomed carriers from neighboring states into her CBA.
Michael Giddens, CBA vice president of Pacific Coachways, will become CBA president.
Connie Giddens of Pacific Coachways said: “She will be missed by many in the bus industry.” The two colleagues have been friends for decades. “We were so supportive of each other that we called the company the Southern Division and they called the Northern Division. She just kept quiet behind the scenes, but she did what she had to do. ”