GREYHOUND CELEBRATES ITS 75th BIRTHDAY

Published in Road Explorer

Canada's biggest bus company started on the road 75 years ago, when George Fay, a sales manager for General Motor's Yellow Coach had a vision of developing bus routes over British Columbia's interior and across the Alberta prairies. It captured the attention of bus industry entrepreneur Roosevelt (nicknamed "Speed") Olson and together, with the help of Olson's brother Harold, they formed Canadian Greyhound Coaches Limited on November 30,1929.

The company with big dreams started small with four buses operating out of Nelson B.C., but they would soon become the most recognized bus operator in Canada. Today, Greyhound has over 1,000 drivers transporting 6.5 million passengers a year, while offering frequent service to more than 1,200 communities.

TRANSPORTATION PIONEER

This year is particularly special as Greyhound celebrates its 75th anniversary. It's an opportunity for the company to reflect on its past and participation in Canadian history as a transportation pioneer.
"We have very humble beginnings," says Director of Marketing, Cheryl Heilman. "We used to carry mail; we used to plow the roads. We transported soldiers in the second world war."

Greyhound played a critical role in providing transportation across Canada. "In 1962, we introduced the first Trans Canada schedule," says Heilman, who adds there were a lot of challenges linking the cities.

But Greyhound endured and moved forward, providing essential transportation services to those living outside major cities as well. "We link rural communities to other communities and urban centers. Accessibility is a big part of our beginnings and our present," says Heilman, adding, "We're still just 75 years old."

It's definitely a short amount of time, considering some of the major accomplishments and contributions that Greyhound has made.

SETTING STANDARDS HIGH

The organization has taken a leadership role in raising the bar when it comes to driver training and safety. "We're very proud of our drivers. Bus is the most safe mode of transportation," say Heilman. "Our standards are the best in the world"

In addition to safety, the bus company highlights the importance of people skills. Heilman says. "When you compare, a pilot never has to interact with the clients. But our drivers have to have excellent driving skills and customer service skills. Because you will interact with the person driving your bus."

Greyhounds' high standards do not stop there. They've applied the same philosophy when it comes to the environment. Bus has been recognized as the most fuel-efficient and lowest-emission travel mode in studies conducted by Transport Canada.

ADAPTING TO CHANGING

Part of the company's success is due to its ability to switchgears and adapt in challenging situations. For example, the early 80's brought on a decline in bus travel, so the company had to design a new road map with a range of services that fit the needs and budgets of its travelers.
This is evident in their current menu of options for customers. "We probably have the most extensive discount programs," notes Heilman. These include senior and student discounts, the Ontario monthly commuter pass and family fares.

The bus company also took a new spin on marketing. Rather then just focus on the bus service, Heilman says, "We've highlighted all of the reasons why you want to go where you want to go." Greyhound encourages people to see Canada and they offer programs to support this such as the companion fare. One person pays full price and their traveling companion pays $15 one way. They have another deal called Go Anywhere; customers who book 14 days in advance can literally go anywhere in Canada or the U.S. for $200.00.

Plus, Greyhound has tapped into their youth market. Marketing Coordinator, Cris Leonard says," Most of our surveys and research has shown that youth represents the greatest percentage of people who ride the bus." So, Greyhound advertises with University newspapers, has television commercials geared to stations like Much Music and hosts contests. Leonard adds, "We have a contest 'Win a year on Greyhound', where you win a free trip home once a week for one year."

It seems Greyhound is always on the move, finding new ways to reach out to Canadians. Overall, it has been a remarkable 75 years. Heilman says, "We've continued to be viable and profitable while catering to the needs of our customers."