For Pinnacle Car Services, the Walmart NW Arkansas Championship isn’t just another event – it’s a cornerstone of the company’s operations.
Pinnacle, based in Springdale, Arkansas, has been the transportation provider for the LPGA Tour event each September for 15 years. During that time, the United Motorcoach Association Member has played an essential role in ensuring players, staff, volunteers, and thousands of attendees get to and from the course smoothly.
“This is one of the biggest events of our year,” said Judith Serrano, Director of Operations at Pinnacle Car Services. “The team absolutely loves getting to work for the LPGA Championship.
“It’s such a significant event for us, and our team is already looking forward to providing safe and reliable transportation for the championship in 2025.”
Started as limo service
Jeff Wright founded Pinnacle in 2005 as a small limousine service. Wright added car service in 2006, and in 2016, he made the leap into the motorcoach business, purchasing five coaches.
“They weren’t new but completely refurbished,” Wright said. “We worked with National Bus out of Tulsa and outfitted them with wood floors and black leather seating. It hadn’t been seen before, and I think it has since become a trend.”
Pinnacle’s fleet of 40 vehicles – including motorcoaches, minicoaches, and executive vans – plays a key role at the Walmart NW Arkansas Championship. With thousands of spectators attending the weeklong event, smooth transportation is essential to maintaining a positive experience.
These large crowds bring logistical challenges. For Pinnacle Car Services, this means careful planning and execution are key to ensuring the event runs without a hitch.
“Long-term partnerships like this allow us to really understand the event and provide top-notch service,” said Wright. “When you know the ins and outs, you can predict surges in traffic and make sure everything runs smoothly.”
Pinnacle’s experience with the event is especially important when facing challenges such as handling crowds during peak times or dealing with difficult weather conditions like extreme heat.
“The key to handling these events is anticipating rushes,” Wright explained. “We work hard to ensure there’s minimal wait time, especially in challenging conditions. For example, we might have two motorcoaches loading at once instead of one, doubling capacity and cutting down wait times.
“Economically, I may lose some profitability for the sake of ensuring a fantastic passenger experience, but I believe it’s worth it. A smooth transportation experience can leave a lasting positive impression, and that’s invaluable for future business.”
Year-round preparation
Attention to detail and proactive planning are vital. Preparations include route testing, evaluating potential traffic flow issues, and coordinating driver schedules so there’s maximum efficiency during peak times.
“Our team always reviews the event afterward,” Wright said. “We analyze what went well and where improvements can be made. It’s all about being prepared.”
Wright attributes Pinnacle’s success to these small but crucial details.
“This event is probably our third-largest of the year,” Wright explains. “We have about 40 to 50 drivers and 10 shuttle starters working it. All of this is done in-house, with our team working every aspect of the event. We handle it all ourselves, and that allows us to maintain the high standards we’re known for.”
Pinnacle has a fleet of 40 vehicles – including 13 motorcoaches, many from MCI – and 65 full- and part-time associates.
“We’re a smaller operator compared to some of the big names in the industry,” Wright said. “But we focus on executive travel and offer a level of customer service that stands out. Being strategic about how we run things has served us well.”