Journalists, photographers, videographers and driver influencers documented education sessions, exhibits and industry conversations throughout the 2026 UMA Motorcoach EXPO.
The media team behind Bus & Motorcoach News delivered its most comprehensive coverage to date of the 2026 UMA Motorcoach EXPO in Birmingham, Alabama, capturing four days of education, innovation, competition and community that defined the motorcoach industry.
Through daily reporting, video storytelling, photography, and social media engagement, the team connected EXPO attendees — and audiences worldwide — to the energy and conversations shaping the future of motorcoach travel.
Shandra Martinez, editor-in-chief of Bus & Motorcoach News and EXPO Express, the official magazine of the UMA Motorcoach EXPO, said the collaborative media effort significantly expanded the event’s reach.
“Our team produced more content than ever before,” Martinez said. “Between our daily Bus & Motorcoach NewsFlash, including a special EXPO edition, the Terrapin Blue video team, our international journalists and this group of driver-influencers, we created a complete view of the show — including exclusive behind-the-scenes moments many attendees didn’t experience.”
Held Feb. 11–14, the EXPO generated a steady stream of activity across education sessions, the trade show floor and networking events. With multiple programs happening simultaneously, Martinez said the expanded media team enabled broader coverage of conversations with industry leaders, vendors and operators — bringing the EXPO experience far beyond the show floor. Read all of BMN’s EXPO coverage here.
The Terrapin Blue video and photography team, led by Ryan and Jill Kelly, returned to provide professional visual coverage of the event.
Ryan Kelly, working alongside two college collaborators, captured hours of video footage used in daily recap productions — including Day 1, Day 2 and Day 3 recap videos, as well as a comprehensive 2026 UMA EXPO recap video — with additional content continuing to roll out in the months ahead. Jill Kelly documented the EXPO through hundreds of photographs captured across long days on the show floor, in education sessions and at evening events — chances were, if you attended, she captured a moment of your experience. The full photo gallery was available here.
Their work appeared across United Motorcoach Association social media platforms, the Bus & Motorcoach News website and the daily NewsFlash EXPO editions.
“Our goal was to document the full scope of EXPO,” Ryan Kelly said, noting the team focused on both major announcements and authentic moments that reflected industry culture.
Norwegian journalists Magne Håheim and Tom Terjesen provided international coverage for Bussmagasinet and PublicTransport.Today, extending EXPO reporting to European audiences.
Håheim produced video coverage highlighting vehicles on the showroom floor and shared content through his widely followed online channels.
A growing element of EXPO coverage came from professional drivers serving as industry influencers, offering authentic, behind-the-wheel perspectives.
Rachel “Rai” Greenwell, whose social handle is MotorcoachLife, led that year’s social media team. A driver with Georgia Coach Lines, Greenwell produced dozens of videos on Instagram and scores of photos capturing the camaraderie of the event, calling the 2026 gathering “one of the best EXPOs in years.”
“Everyone really enjoyed seeing the Driver Competition on Facebook live and also streamed at the Prevost booth at the EXPO floor,” Greenwell said. “This is my second year covering it live, and I have received thanks from the drivers participating so their families at home can watch as well as the many UMA Members who weren’t able to get away from the EXPO.”
Braden Lewis, a fourth-generation member of Lewis Coaches in New Orleans, focused his coverage on what he called “Everything Bus!” sharing photos across Facebook and collaborating with fellow operators and enthusiasts in industry groups.
Brian Smith, a driver with Oleta Coach Lines in Williamsburg, Virginia, joined the influencer team as one of three new creators that year. His “UMA Files” Facebook content generated 153,318 combined views, with strong engagement on posts covering manufacturers, the EXPO floor and the Driver Rodeo — including a drone reel that alone drew more than 62,000 views.
“It was my first UMA, and I was completely unprepared. I’d seen pictures and heard whispers, but nothing could have truly set me up for what I saw and felt. As a business owner, I’ve realized how crucial it is to have a network in this field, and UMA played a big role in expanding mine,” said Smith. “I had a blast covering it from a content creator perspective, sharing what I’ve learned with those who haven’t been before.
Jordan Layne of Spirit Coach in Madison, Alabama, added a hometown perspective during his first EXPO appearance.
“As this was my first attendance at UMA, I wasn’t certain of what to expect coming in and felt a bit unprepared. Being part of the Driver “Think Tank” was a great opportunity to share industry feedback behind the wheel rather than behind the desk. Having the opportunity to shake hands with so many I have grown to know via social media was pretty amazing as well, as this strengthens the industry as a whole, Johansen said.
Veteran transportation professional Mark Reddock, general manager of Getaway Tours in Milan, Michigan, also joined the coverage team. With nearly 27 years in the industry — beginning as a driver for the University of Michigan — Reddock shares his passion for motorcoaches through photos and videos on Facebook.
“As always I enjoyed the UMA EXPO this year was even better because I attended several classes was involved in a driver think tank where we discussed thing from a drivers point of view and I was very grateful to be involved with the social media team at EXPO, it required me to be more invovled than I have at previous EXPOs which made me appreciate it even more,” said Reddock. “It’s always nice to see old faces from previous years, meet people in person that I’ve only seen on social media in the Motorcoach Group (Facebook page), and also meet new people and learn about their companies. It’s just an all-around great experience!”
