Bus Roadeo Toolkit

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Tasks

There are several tasks that must be completed before, during, and after the roadeo. A comprehensive list of tasks is provided below; however, not all tasks will be relevant to the type of bus roadeo you are conducting. Within the list of tasks, you will find downloadable PDF or Excel files that you can save or print for your use. The tasks are not presented in priority order; rather, they serve as a suggested set of options. Your agency can select the tasks that best fit your needs to ensure a successful roadeo event.

Marketing and Recruitment

Marketing your roadeo will require a bit of planning and is crucial to generating interest and participation for both sponsors of your event as well as the participants. The communications for the event should consider the various transit agencies whose drivers or mechanics may want to participate, as well as potential sponsors. 



The initial marketing material can be provided to potential participants and the sponsor through regular mail or email solicitations and should include information about the event. Information about the event timelines, registration information, eligibility criteria, event material, and deadlines should be included in the information. Event materials should also include a list of prizes to encourage participation. The initial work group meeting and selected event date should be completed no less than three months prior to the event, with work group assignments completed at the initial meeting. Once the initial marketing materials have been distributed, follow-up marketing materials and email reminders should be provided to potential participants and vendors to keep the event on everyone’s radar. To make the process more efficient, a main contact person at the transit agency should be designated to ensure clear communication between the working group and the transit agency.    

Marketing Your Event

Effective marketing means building excitement and enthusiasm early, so the bus roadeo feels like a must-see experience rather than an industry only event.



Promote the roadeo as a training opportunity, high-energy competition, and meaningful celebration of excellence all wrapped into one event. Your messaging should capture the excitement. “Watch elite drivers compete live!” and emphasize the human element, “Honoring the people who keep our communities moving every day.” Create urgency and exclusivity if you are having a recognition ceremony by noting “awards ceremony tickets sell out fast.” This approach attracts the public, who are drawn to the action and entertainment, and transit professionals, who value recognition, skill-building, and industry pride. Some event organizers offer kid-friendly entertainment, such as a face painter or balloon artist, to make the event more family-friendly. 


Focus on social media as your main driver. Post short, engaging content three to four times a week leading up to the event. Example posts may include driver or participant spotlights, behind-the-scenes practice clips, countdowns, and ticket or registration deadline reminders. Video works especially well, even simple phone clips of buses navigating cones or teams preparing. Pair the video with email marketing: send an announcement, a ticket promotion if you are having a ticketed event, and a final “last chance” reminder to create urgency.


Use your biggest built-in audience: transit agencies and employees. Give them ready-to-use content like flyers, email blurbs, and social posts so they can promote the event themselves. Posting signage inside local buses, with messages such as “Cheer on our drivers as they  compete!” is effective because it reaches daily riders who already have a connection to transit. Tailor some of the messaging directly to transit employees who will want to watch their peers compete.


Do not overlook local visibility. Share the event with community calendars, local news outlets, and radio stations using a simple angle: this is a unique, family-friendly event that many people have never seen. Emphasize that spectators are welcome and that part of the event is free to attend. This removes barriers and increases turnout.


For ticketed portions like the banquet, emphasize scarcity and timing. Use phrases like “limited seating,” “sells out every year,” and “reserve now” consistently. If possible, create small pushes such as early-bird reminders or group and table sales for agencies.


Finally, keep the momentum going during and after the event. Share live updates, photos, and winner announcements the day of the event, then follow up with recap content. This extends engagement and builds anticipation for next year. The marketing materials, including videos and event flyers, below are provided as examples for reference.

Promote the Purpose and Benefits 

Participants 

  • Emphasize skill-building and professional development. 
  • Highlight recognition opportunities (e.g., awards, agency visibility, etc.). 
  • Communicate that it is a fun, friendly competition. 

Judges 

  • Stress that no prior judging experience is required.
  • Emphasize that training will be provided.
  • Highlight the importance of their role in supporting safety and excellence.
  • Promote the chance to network with peers, leadership, and community partners.

Use Multiple Outreach Channels 

A single announcement will not reach everyone. A mix of media platforms is recommended for effective outreach. These include:

  • Email blasts to drivers and maintenance staff (if applicable).
  • Email marketing platforms for non-profit and community organizations.

Flyers for employee breakrooms, dispatch workspaces, and driver lounges.

  • Posters on bulletin boards and time-clock areas.
  • Intranet announcements to staff.
  • Supervisor or manager announcements during safety meetings or shift briefings.
  • Social media posts for broader visibility.
  • Agency or community newsletters.
  • Add a “Roadeo Judge” check box on the Roadeo registration to encourage attendees who want to learn and help.