Busline Motorcoach Feature
GO Alpine
Steamboat Springs, CO
2015
Travel
Exchange
Galveston, TX
Island
Transit
Rebuilds After Hurricane
Coverage
Busline
Transit
Feature
Michael Worthy,
Director Of
Transportation
GO Alpine
Filling Transportation Needs
For Steamboat Springs Area
Jialeath Carroll, lower right, works in the company’s call center
along with her fellow customer service agents.
By Rick Mullen, Busline Magazine Associate Editor
D
uring the early decades of the 1800s, trappers began moving through
the upper Yampa River Valley just west of the Continental Divide in
what is now the state of Colorado. The area is dotted by natural hot
springs. Legend has it that upon hearing a “chugging” sound, trappers
thought it was a steamboat coming down the river. Turned out the sound was
coming from a hot spring, so the trappers dubbed the area “Steamboat
Springs.”
Lisa Adamo,
president
the way. The company offers year-round daily shuttle service between
Steamboat Springs and the Denver International Airport.
In 1986, flights began arriving in to the Yampa Valley Regional Airport,
located about 25 miles from Steamboat Springs, offering a more accessible
means for skiers to get to the ski resort area. On a typical winter day, GO
Alpine carries 350 to 400 passengers between the airport and their lodging
destinations in Steamboat Springs, according to the company. In 2014, GO
Alpine carried more than 165,000 passengers and travelled just over 1 million miles. Recently, during its busiest times, more than 1,800 passengers
were transported daily.
“We also provide local taxi service,
luxury limousine and charter service,”
Adamo said. “GO Alpine has provided
— President Lisa Adamo
contracted crew transport services for
local companies and for several airlines. GO Alpine also offers wedding transportation and provides vehicles
for many local events.
“The company is authorized by the State of Colorado to provide services in both Routt and Moffat counties, and also has Federal Authorities. We
hold the only Colorado Public Utilities Commission (PUC) Authorities for
shared ride service between Denver International Airport and Steamboat
Springs, between Yampa Valley Regional Airport and Steamboat Springs,
and for local taxi service. In general, we hold the authority for everything
in Steamboat.”
While Steamboat Springs (the county seat of Routt County with a population of just over 12,000 people, according to the 2013 census) is most
known for its skiing venues, it began as a summer resort.
According to www.steamboat-chamber.com, before it became known as
Ski Town, USA®, with its Champagne Powder® snow, travelers to the area
visited during the summer months to take advantage of the hot springs, as
well as hunting and fishing activities. Champagne Powder snow is the
“Everything we do comes back to the same three things —
safety, compliance and customer service.”
Today, Steamboat Springs, CO, located about 180 miles northwest of
Denver and surrounded by national forest and wilderness areas, as well as
several mountain peaks higher than 10,000 feet, is a thriving internationally
known ski resort destination.
Meeting the ground transportation needs and wants of tourists, skiers and
local residents is GO Alpine, which provides shared ride airport shuttle service, private vehicle service, charters, limousine and taxi service.
“Steamboat Springs is home to the Steamboat Ski Area, and is widely
known for excellent powder skiing, family-friendly skiing, and its Western
heritage. The area has also produced dozens of Olympic skiers,” said GO
Alpine President Lisa Adamo, during a recent interview with Busline
Magazine. “GO Alpine provides many different types of transportation,
including airport transfers to and from both the Yampa Valley Regional
Airport in Hayden, CO, and Denver International Airport.”
The 180-mile trip to Denver can be very difficult during snowy weather
as GO Alpine drivers must travel over two 10,000-foot mountain passes on
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BUSLINE
March/April 2015
Photos by Go Alpine Driver Jeff Hall.
Tracey Rogalski,
general manager
Fleet Manager Mike Weber, left, and Mechanic Travis Tuerschmann
work in the company’s garage area.
skiers equivalent of the perfect wave. The term was said to have been first people move here desiring a healthy ‘outdoorsy’ lifestyle.
“The disadvantages are generally related to our 180-mile distance from
used at Steamboat Springs to describe the region’s light, dry Rocky
Denver. We lack solid, high-speed, low cost, Internet services. In addition,
Mountain snow.
Today, the Yampa River remains popular during the summer months for certain business purchases simply can’t be made locally. Our drivers negoits water sports activities, including fishing, rafting, tubing and kayaking. tiate some of the most challenging roads in the country. My hat is off to
“The Yampa River begins in the Flat Tops Wilderness Area, flows them, because they are incredibly conscientious and safe.”
through downtown Steamboat
Springs, and eventually meets
“We must remain diligent in keeping on top of industry changes.
the Green River in Dinosaur
We have to continue to use state-of-the-art technology, and
National Monument. Steamboat
Springs boasts two ski areas,
we must never forget that we are caring for human beings and
three Colorado State Parks,
to treat people as we would want to be treated.”
more than 150 natural springs,
lakes, rivers, and trail systems
When Adamo became the sole owner of the company in September
that cater to a plethora of outdoor activities,” says www.steamboat2004, GO Alpine remained in the facility owned by the company’s previchamber.com.
Some elevations in the area, according to www.steamboat- ous owner. Today, the business is in a different location.
“We are really excited about our facility,” Adamo said. “We had a
chamber.com, include, downtown Steamboat Springs, 6,695 feet;
Steamboat Ski Area base, 6,900 feet and summit/Mt. Werner, 10,568 feet; seven-year lease with the previous owner of the company. During that
Medicine Bow/Routt National Forest, from 5,500 feet to 12,940 feet; Mt. time, my husband and I found a building where five other businesses were
Zirkel Wilderness, includes 15 peaks reaching 12,000 feet, with Mt. located. We gave everybody three years notice, and before moving in, we
Zirkel the highest at 12,180 feet; Flat Tops Wilderness, Devil’s Causeway, completely remodeled the building to fit the company.”
For example, GO Alpine’s current facility was designed to allow driv11,600 feet; and Hahn’s Peak Village, 8,128 feet, and Hahn’s Peak
ers to have their own access into the driver area.
Summit, 10,839 feet.
“One of the paths drivers use goes past the dispatchers who have windows that they can open to talk to drivers,” Adamo said. “The facility has
Company’s Greatest Challenge Is Its Biggest Benefit
a separate entrance, which is our main entrance for a customer who might
s one might expect, it snows a lot in the Steamboat Springs area. come in, and for our office staff, including reservationists and dispatchers.
According to www.coloradoski.com/resorts/steamboat, the aver- In addition, every manager now has a window in his or her office, and that
age snowfall in Steamboat Springs is a whopping 352 inches. was a really big plus.”
The company’s parking lot is located on two sides of the building. GO
With its snowfall and snowy and icy roads, as well as high mountain
passes, many people may not view the area as a prime location for a Alpine’s facility also includes a full-service shop, where the company handles its mechanical needs, as well as performing a small amount of outside
transportation company.
“Compared to other companies the weather and our location are work.
“We are on the main road (U.S. 40) that goes through Steamboat
major challenges,” Adamo said. “We are 180 miles from Denver. Our
airport (Yampa Valley Regional Airport) will never be a hub for any Springs. On the other side of the building is the Yampa River,” Adamo
airlines; therefore, people who use our service can save money on con- said. “Our location is very lovely. We have a view of the ski area and the
river. We even have a bald eagle that hangs out and ‘talks’ to us all the time
necting flights and parking.”
While GO Alpine’s major challenges include its location and weather, — it is just that kind of place.”
As much of Steamboat Springs’ economy is a result of the wonders of
the same factors are also its biggest benefits, as the company’s largest pornature in the area, GO Alpine officials do their part in preserving and protion of business is tied to snow, mountains and skiing.
“Our biggest challenge is just where we live, but that is also our largest tecting the environment. In 2010, the company was awarded a Gold Planet
benefit,” Adamo said. “The advantages of being in Steamboat Springs Certification by the Steamboat Springs Sustainable Business Program.
“We received the recognition because we have done certain things, such
greatly outweigh the disadvantages. It is a small town with great people,
as a reclaimed water system in our wash bay, to try to be as green as we
great schools and a wonderful array of outdoor activities to try.
“Though the unemployment rate is low and employees can be hard to possibly can,” Adamo said. “We also have an oil burner in our shop, which
find at times, the quality of new employees is very high, because most allows us to heat it with waste oil.”
A
The Western Bus
G
O Alpine’s fleet of about 70 vehicles includes minivans, suburbans,
large vans, a luxury limousine and minibuses. The company’s larger minibuses can carry up to 29 passengers. Three of the company’s
vehicles are handicapped equipped — a full-sized van and two sizes of
minibuses.
“We have learned, after so many years, that for our customers’ comfort,
vehicles larger than 29 passengers do not work as well in our mountainous
area because of accessibility and the condition of some of our roads,” Adamo
said.
As a part of its fleet, GO Alpine uses Turtle Top vehicles to navigate the
tough road conditions during the winter season, especially on its Denver
shuttle runs.
“We are using Turtle Top vehicles on the worst roads, driving people to
Denver on a daily basis,” Adamo said. “Turtle Top buses are very dependable
and comfortable. Our customers really enjoy them. They look so nice going
out. They are just beautiful.”
In purchasing Turtle Top vehicles, GO Alpine works exclusively with
Davey Coach Sales, Inc., of Sedalia, CO, Adamo said. While GO Alpine
owns all of its vehicles, it leases three additional minibuses from Davey
Coach during the winter season.
“We have worked with Tom Davey as long as I can remember for leasing
and most of our large vehicle purchases,” Adamo said. “He is constantly
looking out for our needs, sometimes realizing them before I do.”
GO Alpine also has a specialty vehicle it calls the “Western Bus.” In keeping with the western theme, the bus is equipped with a wagon wheel on the
back for a “spare tire,” a seat that is a saddle and an old-fashioned bar, complete with a mirror.
“We also provide a whole bunch of cowboy hats for riders,” Adamo said.
“The Western Bus is very popular, more so than our stretch limo. It is just
amazing. We are hoping to create a ‘Beachin’ Bus’ next summer. We have
found that theme vehicles are great fun for our customers. We are constantly
reimagining our corporate structure to keep the company fresh and relevant.
“We are known for our impeccable safety record. We take wheelchairbound folks to their appointments. We handle every need from transporting
corporate VIPs with our private service to carrying a group of more than
1,000 people to their local destinations. We have driven the football team to
games and taken performers to their venues. Our niche is truly that we will
do it all.
“I think one of the best things we have going for us is our wide assortment
of vehicles. GO Alpine tries to use the appropriate vehicle for the situation.
For example, we have Turtle Tops for the Denver shuttles, the Western Bus
for small group events, and our stretch limo for a bride and groom and other
such special occasions. Extra amenities depend on the nature of the trip and
customer requests.”
As with most reputable ground transportation providers, passenger safety is a high priority with the company. One of the ways GO Alpine keeps
safety at the forefront, during the winter, is with the use of Bridgestone
Blizzak tires on most vehicles.
Safety, Compliance And Customer Service
Key Components Of Success
G
O Alpine began as Alpine Taxi/Limo, Inc., in 1985, and was owned
by two partners. One partner, Marty Waldron, bought out the other
owner and maintained 100 percent ownership of the business for
many years.
Adamo was hired as a bookkeeper in 1990. Over the years she went from
the company’s bookkeeper to office manager to director of operations. In
2002, Waldron offered three key employees the opportunity to buy into the
company. Adamo was the only employee to take him up on his offer, purchasing 12.5 percent of the business in March 2002.
“When I bought my share, I became vice president of the company,”
Adamo said. “In 2004, for personal reasons, Waldron chose to sell the
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BUSLINE
March/April 2015
remaining shares of Alpine. After negotiations, I purchased the remaining
shares in September 2004, becoming the sole owner.”
A few months after purchasing the business, Adamo offered the job of general manager to Tracey Rogalski, a position she still holds today.
“Tracey had been working for Alpine for about three years part time assisting in various departments,” Adamo said. “Her own personal work history
made her a logical fit for the position. In addition, Teresa Long joined the
company in the late 1990s. After working her way through a few positions,
her skills in planning and leading the dispatch team were obviously second
to none. She took on the title of director of operations and has been efficiently orchestrating the operations ever since. In the fall of 2008, Alpine
Taxi/Limo, Inc. changed its name to GO Alpine to reflect how its business
has changed.”
According to the company, “GO Alpine has joined 40 other independent
ground transportation companies in forming the world’s largest door-to-door
airport shuttle company under the brand GO Airport Shuttle. While positioning GO as a global company, the local operators remain independently owned
and managed. Local ownership assures customers that they will receive the
same high level of customer service in every location.”
Under Adamo’s leadership, the company has emphasized three primary
principles — Safety, customer service and compliance.
“Everything we do comes back to the same three things — safety, compliance and customer service,” Adamo said. “We must remain diligent in keeping
on top of industry changes. We have to continue to use state-of-the-art technology, and we must never forget that we are caring for human beings and to treat
people as we would want to be treated.
“We actually did a bit of corporate restructure or reimaging last spring, placing a heavy focus to make sure everything we do is based on safety, customer
service and compliance.
“Our profit margins are small and the cost of doing business in our industry
continues to rise. We feel that our pricing is very fair. When comparing GO
Alpine with other companies in Colorado, we are on the economical end of the
spectrum. We believe that safety, compliance and customer service are nonnegotiable. Once those values are handled, and we pay our employees what is
fair in our market and in our industry, we do not have much left. What money
remains is put back in to the company to keep our fleet and operations current.
“We are always careful with our capital purchases, and no expense can be
taken for granted. Because compliance is extremely important, we figure it into
every decision we make, as it can also be costly.”
One of the ways GO Alpine accomplishes its goal of offering the best in customer service, keeping passengers safe and staying abreast of compliance and
other industry-related issues is by using state-of-the-art technology. The company uses a well-known ground transportation software, as well as event recording technology.
“One of our best features is the modern, up-to-date technology we have in
place,” Adamo said. “The ground transportation software we use takes us
from a person’s initial reservation, through dispatch, all the way through driver payroll, and also hosts our website and secures online reservations.”
GO Alpine has the same ground transportation software that the GO
Airport Shuttle global organization uses, as well as many of the group’s other
independent members.
“For example, a person who lives in Dallas, TX, can visit GO Airport
Shuttle’s website, www.GoAirportShuttle.com, and book all legs of a trip to
Steamboat Springs on that one Web page,” Adamo said. “Nearly all the companies in Go Airport Shuttle use the same software. This gives us the ability
to do some common advertising to really stress the fact that customers can
book all four legs of their transportation on one website.
“The true joy of it is it keeps us on top of the technological game at all
times. As things change, so does our software. One feature we added this year,
is called ‘Rate Your Ride.’ As soon as a person departs from one of our airport
shuttles, he or she gets a text message that says, ‘Would you like to rate your
ride?’ The customer then has the ability to rate his or her reservation experience, driver, and vehicle immediately following the airport shuttle ride. It has
been very validating for us because 99 percent of the responses are excellent,
excellent and excellent.
“We monitor ‘Rate Your Ride’ daily to see what new comments have come
in and how people feel. If anything is amiss, we call that customer right away.
For any issue that is brought up by a customer we try to respond within 24
hours.
“When it comes to the Ubers and the younger generation, we have figured
out how they like to do things. Therefore, we have it set up to allow people
to text us their information if they need a local taxi. We try to mold ourselves
around what our customers want.
“We also have the ability to send a text message so people can confirm
Administration) and PUC regulations for driver qualifications. We also have
internal standards, including points allowed on MVR (motor vehicle reports),
driving skill levels, acceptable behavior and customer service standards.
“Each driver is given a driver manual, which is updated annually. It lists
all requirements and our expectations. Our in-house training includes
“We have found that theme vehicles
are great fun for our customers.
We are constantly re-imagining our
corporate structure to keep the
company fresh and relevant.”
their trip. Another feature we have is when a customer exits the airplane, he
or she receives a text that says, ‘Once you have your baggage, please proceed
outside to vehicle 291.’”
Adamo calls the technology the company uses for event recording
“invaluable.” The device records such events as accidents, driving behavior
such as hard braking and hard acceleration, speeding, etc.
She added: “It not only records a video of an event on a vehicle, should
one occur, but also serves as a driver counseling tool.”
GO Alpine has introduced several marketing concepts over the years. One is
the creation of the company’s mascot, “VAN.” Rogalski came up with the concept, which has turned out to be a company favorite and popular with the public, as well.
“‘VAN’ is a small toy van with a face that travels around and is constantly featured on our Facebook page,” Adamo said. “ Sometimes he is joined by
‘Lucy the Limo’ and ‘Tim the Taxi’ to talk about our services and to attend
special events in Steamboat Springs. VAN can be seen jumping off a ski
jump in the winter and whitewater rafting in the summer.”
Also, on the customer service and marketing fronts, GO Alpine attends ski
industry trade events to take advantage of networking opportunities. In addition, the company is always quick and willing to donate to local causes, especially those involving children.
While GO Alpine is committed to making sure its passengers have a
rewarding experience, there are other types of customers to consider, as well.
“Many of our customers are wholesalers. We receive bookings from lodging
properties and management companies. We want to make sure all these types of
customers are very happy with us, so they will refer their guests to us,” Adamo
said.
Drivers Help Keep The Wheels Rolling
I
t is the case with many transportation entities, whether companies like
GO Alpine or public transit agencies, that drivers are the people riders
see the most. Therefore, they many times become the “face” of a company to the riding public.
“We have 100 employees, including 14 people in management level positions. Several of them are qualified to drive in a pinch,” Adamo said. “We
employ 64 drivers, 16 dispatchers and customer service agents and 6
mechanics and mechanic assistants.”
As expected, GO Alpine is very busy during the winter months. The peak
season is from about December 20 until the first week of April. Even though
business slows down considerably the remainder of the year, GO Alpine’s taxi
service remains open 24 hours a day the entire year.
“We are very fortunate that about 40 of our 64 drivers come back seasonally,” Adamo said. “They have other jobs in the summer such as concrete truck
drivers, landscapers, etc. One of our drivers is currently working his 29th winter. We have several who are hitting the 15-year mark.
“We strictly adhere to FMCSA (Federal Motor Carrier Safety
Theme vehicles, such as this Western Bus, are popular with riders.
PowerPoint presentations, a tour of our operation with introductions, written
tests, a driving abilities test, and ride-alongs with veteran drivers. Our driver
mentors are constantly retraining and advising as needed.”
In hiring drivers, GO Alpine officials seek people who have the right personality to serve passengers.
“Our biggest thing is teaching people how to connect and how to establish
a personal relationship with a customer in a short time, so he or she feels
relaxed and at home and has a friend,” Adamo said. “I believe we lose more
drivers due to their discovery that the job isn’t for them than to any other factor. Some people find they don’t enjoy the snowy road element or the interactions with guests as much as they thought they would.”
In order to maintain a high level of efficiency and cohesion, GO Alpine
strives to keep its drivers in the same vehicles as much as possible. Drivers
are also responsible for keeping the vehicles they operate clean.
“We have found this is a very good system for making sure the customer
receives the best experience,” Adamo said. “Every employee is important to
us, and we ensure he or she is not only properly trained, but also understands
the culture of safety, compliance, and customer service that we want to promote.
“I believe GO Alpine has an incredibly bright future. There are many new
traffic lanes that we may pursue, and ideas concerning changes we may make
to improve. Our biggest asset, however, is our people. As long as we remain
flexible, open to being educated, and willing to change as our industry changes
and as our community’s needs change, we will always be at the forefront of
transportation in the Colorado mountains.
“One of my biggest personal goals is to make sure that not only the customer feels satisfied, but also our employees as well. I’m trying to push for
a culture of kindness and consideration. Sometimes in ground transportation
when things get a little frenetic, that isn’t always the case. We have been
working on this and I believe we have seen a change in the past few months.
We are striving to be kind to each other. We are all just people. Therefore, one
of the company’s ongoing goals is to not only respect the customer, but also
to respect each other and to work with kindness at all times.
“Companies in our industry that have the right philosophy will succeed.
Companies that are slow to match the rate of change in our industry will not
succeed.”
Contact: GO Alpine, 2063 Snowbowl Plaza, P.O. Box 775066,
Steamboat Springs, CO 80477.
Toll free 800-343-RIDE (7433).
Email: [email protected].
Website: www.goalpine.com.