Industry gathers to say farewell to Vickie Cole

PLEASANTON, Calif. – After an eventful Easter trip across the country, I was pleased to see the clouds part, revealing a beautiful spring day here as the bus and motorcoach industry gathered to celebrate the life of Vickie Cole and say farewell.

Vickie Cole
A Celebration of Life was held for Vickie Cole on April 1, 2024.

Cole, the co-owner of UMA Member American Stage Tours of Concord, California, loved the industry she had been a part of since the early 1980s, beginning with Tri-Star Charters in Concord. She had been an integral component of the leadership team at American Stage Tours since 1991.

Cole passed away in January while attending the ABA Marketplace in Nashville. Her many friends and colleagues in the industry chose to gather on April Fool’s Day in a gesture that co-owner Charles Williams said she would have loved.

Vicki Colege
Three bus loads of seniors came to the Celebration of Life for Vickie Cole commemorate their many happy trips led her.

“She would have gotten a chuckle out of it.”

‘Like family’

Vickie had a passion for creating tours, and the firm had many repeat customers through the tours she created and often found herself driving. Three bus loads of seniors came to commemorate their many happy trips led by her.

Vickie Cole
Friends of Vickie Cole gather at her Celebration of Life.

“Vickie was like family to us. We will miss her smile, her laughter, and her voice on the other end of the phone inviting us to join her and Charles for a fun adventure. Rest in peace dear friend. You will be missed more than you know,” noted Tom and Connie Giddens.

Vickie Cole
Friends and clients gather for the Celebration of Life for Vickie Cole.

Cole had been the President of the California Bus Association since 2019, providing leadership to CBA members through the COVID pandemic while broadening the membership.

Fare thee well, friend.

Column and photos by Scott Michael, President and CEO of the United Motorcoach Association.

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