Jodi Merritt has been helping with her family’s business, H&L Charter, as long as she can remember.
“I’ve actually worked for our family business since I was 8 years old, cleaning buses,” she recalled.
By 13, she was helping in the office, and by 16, she was dispatching full-time. Growing up in the motorcoach industry was also training for leadership, leading to her present role as president of the Southern California company.
At the California Bus Association Convention in October, Merritt was honored for her industry leadership with the Vicki Cole Memorial Award.
The accolade recognizes women who demonstrate integrity, mentorship, and meaningful contributions to the motorcoach profession. She was nominated for both a long record of service to the industry and her steady leadership of H&L Charter as a third-generation owner.
The family business in Ontario, California, was founded in 1985 by Merritt’s grandparents, Herbert and Laura – giving the company its H&L moniker – along with her father and uncle.
Merritt stepped into the top leadership role in 2014 following the retirement of her mother, Elaine Fickett.
Her sister, Tracy Fickett, a CPA, was a partner in the early years before selling to Merritt and establishing Bus Books, where she continues to serve as an accounting resource for the industry.
Moving company forward
Merritt has taken the company through modernization and expansion, adding Sprinter vans to the fleet, upgrading equipment, and implementing operational systems designed to keep the business competitive.
The company serves schools, churches, athletic teams, and corporate groups across Southern California, staying true to the family’s community-focused roots.
Safety has remained central to her leadership. Merritt introduced regular driver safety meetings, emphasizing best practices, training, and regulatory compliance. Her goal, she explained, is to cultivate a workplace where safety is “not just a requirement, but a shared value.”
Merritt was recognized for expanding company services, investing in newer equipment, and creating a workplace culture where employees feel valued.
H&L Charter has received multiple industry honors under Merritt’s leadership, including the 2009 California Bus Association Operator of the Year Award, the 2010 UMA Vision Award, and two MCI Green Spirit Awards for environmental commitment.
The nomination highlighted her dedication to strengthening the reputation of the motorcoach industry in California and nationally. Her advocacy has long focused on supporting small and family-owned operators, helping them navigate evolving regulations and marketplace challenges.
Collaboration is key
She was also recognized for her collaborative approach to business that has helped H&L Charter earn respect throughout California’s competitive motorcoach landscape.
“We do a lot of cross-collaboration,” Merritt said. “We can come together and create a bigger company for you to utilize.”
She cited H&L’s ties with Pacific Coachways in Garden Grove, California, which is owned by Tom and Connie Giddens, and their son, Michael, who is board president of the California Bus Association. Merritt described the longstanding relationship as rooted in mutual trust.
“They’re our first call if we need assistance to cover other runs,” she said.
H&L has also partnered with regional companies for multi-bus operations and large-scale contract work.
Merritt believes collaboration is not just beneficial — it’s essential.
“Collaborating with your local competition is highly valuable,” she said. “You just can’t make it alone in this industry.”
That philosophy extends nationwide. Merritt is known for offering support when operators pass through California, whether with maintenance, cleaning, or operational needs.
“You have to collaborate nationwide, not just next door,” she said.
Her leadership was especially visible during the COVID-19 pandemic, when many motorcoach companies were forced to shut down. H&L Charter remained open, supported by military and essential-service transportation contracts.
“We were one of the only bus companies that never shut down,” she said. “We kept half of our fleet running. I let go of my part-time staff, but all my full-time staff stayed.”
Merritt established the company’s military contract work by learning the bidding process and pursuing government opportunities.
Boosting women in the industry
Beyond her company, Merritt has been deeply involved in industry associations. She participated in Women in Buses from its earliest days and served four years on its leadership team, including chairing its executive committee. She has served on the California Bus Association board and currently sits on the American Bus Association board.
“I was at the first Women in Buses meeting ever,” she said. “I’ve been involved ever since.”
Merritt has made time for mentoring women entering the field. She has been praised for being approachable, willing to listen, and known for sharing her experiences with new operators — especially women seeking guidance or confidence.
Receiving an award named for Vicki Cole — someone she met early in her career — made the moment even more meaningful.
“Vicki was a lovely lady,” Merritt recalled. “Anytime they had a tour down south, she’d be calling me like, ‘Hey, we’re going to Laguna Pageant of the Masters, come join us.’”
Her memories of Cole made the recognition feel even more personal.
“It was a true honor, and I hope I live up to all of those expectations about the award,” Merritt said.
Merritt says she leads with the values she learned as a child sweeping buses and answering phones: reliability, integrity, and collaboration.
Her guiding philosophy remains simple:
“You don’t always see it,” she said, “but you have to work together to make this industry succeed.”
