When members of the National Association of Motorcoach Operators (NAMO) gather this month (Aug. 17-20) in Williamsburg, Virginia, it won’t feel like just another industry conference. With plans for a gala, a major community donation, and what organizers describe as a “big reunion,” the event will celebrate 25 years of history, growth, and a mission that changed the face of the motorcoach industry.
“This is gonna be a big reunion,” says Frank Smith, NAMO co-founder and former chair. “We’re looking for a celebration of all we’ve accomplished.”
At the heart of that celebration will be a contribution to recognize historically Black colleges and universities and other community organizations. Such donations are a signature tradition that NAMO is taking to the next level for its silver anniversary, a recognition that these institutions have produced opportunities for the industry through their support of transportation and tourism.
“Every year at our conferences, we make a contribution to a nonprofit — usually travel-related or something connected to the community,” says current Chair Marcia Fields Milton. “For the 25th anniversary, we want to do something big.”
Informal beginnings
The idea for NAMO was born not in boardrooms, but in spare conference rooms and casual conversations among operators of minority-owned businesses who saw a need for change.
“It started with a group of us in Indianapolis who would get together and socialize,” Milton recalls. “We realized there were issues affecting small and minority groups in the industry that weren’t being addressed.”
Those early gatherings were informal, sometimes held in borrowed rooms with no official schedule. But the message spread.
“We started NAMO meeting in empty office rooms,” Smith says. “We’d pass the word, ‘Hey, we’re going to meet in room 318 or 291.’”
Support from the United Motorcoach Association helped legitimize the effort. Both now serve on the UMA board of directors.
“Former UMA President Vic Parra was one of our first big supporters. He gave us money, space, and time. He put us on the schedule. That was huge,” Smith says.
As NAMO grew, so did its impact. The organization not only provided support for small and minority-owned companies but also created a pathway for leadership within the broader industry.
“One of the goals of NAMO was to grow our members into larger roles in organizations like UMA and ABA,” Milton says. “Many minority board members from those organizations started as NAMO members.”
Darryl Johnson, a founding member from J&J Charters in Houston, became the first African American board member of UMA and now sits on the American Bus Association board. Milton made history as the first African American woman on the Trailways and UMA boards.
Relationships go deeper than business
From its earliest days, NAMO has emphasized relationships over transactions. Its conferences are known for their warmth and sense of belonging.
“We always encourage people to bring their families. We feed everybody well,” Smith says. “Everyone has someone they can call at three in the morning and not get a recording.”
The group’s commitment to education and practical support is equally strong. At past conferences, NAMO has partnered with law enforcement to provide hands-on compliance training.
“They’ll put a bus up in the air and show you what they’re looking for when they stop a bus on the road,” Smith says. “That alone is worth the price of admission.”
Each year, NAMO presents the Gurney Blunt Award to an individual who has advanced the industry through leadership and integrity. The award honors Blunt’s fight for travel rights and operating permits that allowed him to expand his company across state lines.
“We look for leaders who have run successful companies, built partnerships, and are recognized leaders in the field,” Milton says.
The association is also turning its attention to its history and celebrating its emerging leaders.
“We want to document our history and the impact NAMO has had on the motorcoach industry,” Milton says. “When you think about the Civil Rights Movement, buses played a major role. NAMO carries that legacy of transportation and justice.”
Fresh faces stepping up
Newer companies like Agape Travel & Tours and C London are stepping into leadership roles. So is Braden, who Milton says “grew up around NAMO” and is now becoming a prominent voice in the industry.
Tim Wilson’s story also reflects NAMO’s influence. He first connected with Milton when his high school class trip nearly fell apart and he needed a last-minute charter.
“We made it happen, and that’s how we met,” Milton says. “Now he’s a strong leader in the regional associations and part of NAMO.”
Milton, who built First Priority Tours into the largest African American woman-owned motorcoach company before it was acquired by RMA Worldwide, has received numerous honors, including the BusRide Industry Achievement Award — twice.
“She’s such an icon in this industry,” Smith says. “I started grooming her a couple years ago because being chair is time-consuming.”
Now serving as vice president of RMA Coach, Milton brings decades of leadership and deep ties to the community. In addition to her work in transportation, she serves on multiple nonprofit and alumni boards in Maryland and Virginia.
Smith, who founded Yankee Line of New York out of a spare bedroom, remains on the board but hints retirement may be on the horizon.
“When I come off the UMA board, it might be time to retire,” he says. “If it were up to my wife, it might have been 15 years ago.”
Even as its founders look to pass the torch, NAMO’s purpose — creating space, building knowledge, and amplifying underrepresented voices — continues to drive its future.
“If you’re not part of an association, people can’t count on you,” Smith says. “That’s where you learn how to be the best — you get information, knowledge, and someone you can depend on, hopefully. We try to vet people who want to be part of the NAMO family.”
As the anniversary approaches, Milton sums it up best: “We’re not just celebrating the past 25 years. We’re laying the foundation for the next 25.”
