VB Group

09/03/2026

Over five years. So many organizations. One industry we love. ❤️

When I started VB Group, I knew this industry. I knew its people, its challenges and the incredible businesses and organizations that keep it moving. What I couldn’t have known was just how many of them we would have the privilege to work with along the way.

From motorcoach operators and tour companies to associations, suppliers and industry partners, VB Group has helped organizations strengthen their brands, build and refresh websites, create content, manage events, connect with their audiences and tell their stories.

Some relationships began with one project. Others have grown into partnerships that have lasted for years. Every one of them has mattered.

We’ve gathered a few of those stories on our Case Studies page, and looking through them is a pretty wonderful reminder of just how far we’ve come.

We know this industry. We love this industry. And we’re proud of the work we get to do in it.

Take a look at the work behind the relationships:

vbgmarketing.com/case-studies

09/01/2026

September marks the very first Meeting Planner Appreciation Month — and I’m pretty happy to see our profession getting a little extra recognition. ❤️

I’ve spent much of my career planning, producing and leading events — from executive and customer gatherings to conferences, trade shows, product launches, industry meetings and large-scale experiences. Along the way, I’ve earned my Certified Meeting Professional (CMP) and Certified Special Events Professional (CSEP) designations, became a Certified Event Designer (CED), and continued investing in a profession that never stops evolving.

Because great meeting planners do far more than plan meetings.

We are strategists, marketers, negotiators, experience designers, problem-solvers, relationship builders and business drivers.

We think about why people are gathering in the first place and what needs to happen because they did.

A relationship begins.
A customer feels valued.
A salesperson gets an opportunity.
Someone learns something that changes the way they work.
A team becomes more connected.
A brand becomes memorable.
Business moves forward.

And behind all of that are hundreds of decisions, details, conversations, contingency plans and occasionally a little magic that attendees may never see.

I’m incredibly proud to be part of this profession and of the talented people I’ve had the privilege of working alongside throughout my career.

And a special thank you to Prevue Meetings + Incentives, which spearheaded the inaugural Meeting Planner Appreciation Month, along with presenting sponsor Caesars Entertainment Meetings & Events and the industry partners supporting the initiative. What a wonderful way to recognize the people who spend their careers creating experiences for everyone else.

Here’s to the planners. Events Mean Business. ❤️

08/26/2026

Calling on my network!

I'm looking for a cybersecurity expert who would be interested in speaking at an upcoming client industry event.

Ideally, I'm looking for someone with experience in transportation, fleet operations or an adjacent industry who can make cybersecurity practical and relevant to business leaders, not just IT professionals.

Topics could include protecting operational and customer data, ransomware and phishing, employee vulnerabilities, vendor and third-party risk, and the steps companies should be taking now to protect their businesses.

I'm especially interested in someone who can translate the technical side into real-world risks, examples and actionable takeaways for operators.

If someone comes to mind, please tag them below, message me, or make an introduction. I'd appreciate the connection!

08/24/2026

An event isn't the strategy. It's one tool within it.

Whether it's a trade show, customer event, sales meeting, open house or internal gathering, great events don't begin with the venue, the booth or the agenda. They begin by asking: What do we want to happen because we're bringing these people together?

In my latest article, “The Event Isn't the Strategy,” I share some of what I've learned from years of connecting marketing and events, and why starting with the desired business outcome can lead to stronger engagement, better experiences and more measurable results.

It's also an approach we bring to our work at VB Group: start with the outcome, then build the marketing and experience around it.

I hope you'll take a few minutes to read it. I'd love to hear your thoughts!

https://lnkd.in/p/eK8JMQqd

08/18/2026

I’m pleased to be leading an interactive webinar for the Minnesota Charter Bus Operators Association next week: Your Operation on Purpose: Five Alignment Questions Every Owner Should Be Asking in 2026.

Sometimes the most valuable thing a business leader can do is step away from the daily demands of running the operation and take time to look at the bigger picture. During this program, we’ll explore five practical questions focused on business purpose, workplace culture, long-term direction, future leadership, and whether our daily activity is truly moving the organization forward.

My goal is to create space for honest reflection and practical conversation, allowing every participant to leave with greater clarity about what is working, what may need more attention, and a few meaningful next steps they can begin putting into action. I’m looking forward to sharing this session with motorcoach owners and leaders next week!

🚌 When was the last time you stepped away from the daily demands of running your operation and asked whether everything you’re doing is moving the business in the right direction?

Join MCBOA Executive Director Vicki Bowman for Your Operation on Purpose: Five Alignment Questions Every Owner Should Be Asking in 2026, a guided and interactive webinar designed to help motorcoach owners and leaders take a fresh look at their customers, culture, marketing, processes, and partnerships.

This isn’t a lecture. You’ll work through five practical questions, consider what’s working and what may need attention, and leave with clear next steps you can begin applying immediately.

📅 Tuesday, August 25
⏰ 10:00 a.m. Central
🔗 Register today: https://bit.ly/4xT9dxE

Give yourself one hour to step back, think strategically, and make sure your operation is moving forward with intention.

08/10/2026

The August issue of National Bus Trader is out, which means it's time for another Beyond the Bus!

This month's article, "Your Customer's Trip Begins Long Before They Board the Bus," looks at something I think we sometimes overlook in the motorcoach industry: the customer experience starts long before the coach ever pulls up.

From the first website visit or phone call to the quote, confirmation and communication leading up to departure, every interaction is either building confidence or creating doubt. By the time passengers step aboard, they've already formed an impression of your company.

It's a reminder that great customer service isn't just about what happens on the road. It's about the entire journey we create around it.

I'd love to hear your thoughts. When you look at your own customer journey, where do you think you make the strongest impression?

You can read the August issue (flip to page 36 for my column), along with past editions of National Bus Trader, here: https://busmag.com/digital-edition/

07/17/2026

One of the most rewarding parts of our work is helping associations grow—not just in membership, but in value, visibility, and impact.

We're honored to work alongside MCBOA as it celebrates 40 years of serving the motorcoach industry while continuing to evolve with expanded programming, stronger communications, and new opportunities for members.

Congratulations on 40 years, MCBOA! We're excited to be part of the journey.

👇 See what's ahead.

For 40 years, MCBOA has been bringing the motorcoach industry together. Today, we're building on that foundation with expanded educational programming, stronger industry connections, and new opportunities for operators and industry partners alike.

As we celebrate our 40th Anniversary, we invite you to take a fresh look at what's happening at MCBOA. From our expanded Annual Meeting to year-round education, member engagement, and industry collaboration, there's never been a better time to get involved.

See what's ahead at MCBOA.

🌐 www.mcboa.net

07/16/2026

One of my favorite parts of writing the Beyond the Bus column for National Bus Trader is the opportunity to share ideas that go beyond marketing and encourage us to think differently about leadership and business growth.

The July issue is now available, and my latest column, "The Talent You Already Have," explores a simple question: In an industry focused on finding great people, are we doing enough to develop the great people already on our teams?

Sometimes our next leader, best ambassador, or newest innovator isn't someone we need to hire. They may already be part of our organization, just waiting for the opportunity to grow.

I'd love to hear your thoughts. How have you discovered hidden talent within your own team?

You can read the July issue (flip to page 32 for my column), along with past editions of National Bus Trader, here: https://busmag.com/digital-edition/

07/04/2026

🇺🇸 Happy Fourth of July!

Today, America celebrates 250 years of independence, innovation, entrepreneurship, and the people who have worked to build stronger communities along the way.

At VB Group Marketing & Event Resources, we're grateful to work with organizations that do exactly that every day. Whether it's helping a business grow its brand, supporting an association's mission, planning memorable events, or creating marketing that inspires action, we're honored to help tell the stories that matter.

Every client has a unique story. Every event creates new connections. Every successful campaign starts with understanding the people you're trying to reach.

As we celebrate our nation's 250th birthday, we're also celebrating the entrepreneurs, leaders, volunteers, and organizations that continue to invest in their communities and shape what's next.

Thank you to our clients, partners, and friends for allowing us to be part of your journey.

Wishing everyone a safe, joyful, and memorable Independence Day.

🇺🇸 Happy 250th Birthday, America!

07/02/2026

Funding opportunities like this don't come around often.

If you're an eligible motorcoach operator, FEMA's FY 2026 Intercity Bus Security Grant Program is now accepting applications. Funding is available for security improvements, cybersecurity, training, planning, exercises, and other preparedness initiatives.

⏰ Applications are due July 24, so it's worth getting started now, especially since registration and application setup can take some time.

The American Bus Association will also be hosting a webinar to help operators through the application process.

If you're in the motorcoach industry, be sure to check out the details in the post below.

The IBSGP provides funding to help motorcoach operators strengthen security and protect passengers, employees, and critical infrastructure.