Shuttling the Kansas City Chiefs and the Philadelphia Eagles around New Orleans for Super Bowl LIX was one of the biggest jobs in transportation last week. While the game lasted only a few hours, the planning and coordination spanned months.
With more than 100,000 visitors descending on New Orleans for the big game and a week of pre-events, transportation logistics were critical. Hotard Coaches, which operates throughout Louisiana and Texas, meticulously organized every detail to deliver seamless service on one of the biggest nights in American sports.The work started long before the NFL season began.
“The company that books all the buses made their first visit here early in 2024,” said Julie Chalmers, Vice President and General Manager at Hotard Coaches. “They don’t book anything at that point, but they start looking at their options. It’s a long process, but we’re working toward it all year round.”
There was a lot to juggle, said Trisha Fridrich, Vice President of Business Development for Hotard Coaches’ parent company, All Aboard America Holdings, which operates via six companies from California to Louisiana.
“When you think about the economic impact the Super Bowl has on New Orleans, it’s not just the football game,” she said. “It’s everything around it. We want to make the most of an event like this through not just transporting the teams, but also the sponsors, security and other clients who are headed to the game. Events like these have a meaningful impact on our revenue.”
Hotard’s Director of Business Development, Shannon Dallas, was instrumental in handling the administrative workload leading up to the event. It was a role that Chalmers had in 2013.
An experienced provider
Hotard Coaches has a longstanding history transporting NFL teams, but the Super Bowl is on another level.
“We handle transportation for NFL teams throughout the year, but the Super Bowl is a completely different beast,” Chalmers explained. “The level of planning, security, and coordination required for this one game is unparalleled.”
Hotard Coaches also provided transportation for the Super Bowl in 2013. While that experience helped the company know what to expect, each Super Bowl presents unique challenges.
“New Orleans has changed, the NFL’s security protocols have evolved, and transportation logistics have become even more complex,” Chalmers said.
Hotard Coaches had to prepare for any scenario. Each team required a fleet of 10 buses, but that was only part of the overall operation.
“On top of that, you want to take care of all your regular customers and make sure that the people who book with you all year round are still being served,” Chalmers said.
Hotard worked closely with multiple agencies. The Saturday before Super Bowl week, Hotard met with the company that booked its services for the Super Bowl, the New Orleans Police Department, police from the state and nearby parishes, and NFL security.
“Everything was directed around, ‘What do our drivers need to do to make this successful?’ Each group addressed the drivers and answered any concerns,” Chalmers explained. “Having those face-to-face meetings really helped once the teams arrived.”
Even with extensive planning, flexibility was key.
“Schedules changed daily,” Chalmers said. “You might have a rough idea of what’s going to happen, but it’s really the night before that you know what you’re doing the next day.”
Fridrich gave a high-profile example.
“We had to add buses at the last minute for the Secret Service when President Trump decided to attend,” she said.
One of the biggest challenges was making sure the right drivers and buses were available.
“We had to submit the names of drivers in advance for background checks,” Chalmers said. “They also wanted a list of our fleet, including make, model, and age of each bus that could be assigned.”
Drivers’ delight
For the drivers, working the Super Bowl was a dream assignment.
“One of them told me, ‘This is absolutely the highlight of my career,’” Chalmers said. “Many drivers spend hours waiting for their groups at casinos or in parking lots, so to be involved in something of this magnitude was special.”
One unique perk for drivers was the opportunity to experience the game firsthand. They were able to go into the stadium for a short time and see part of the Super Bowl.
“It was a once-in-a-lifetime moment for many of them, getting to be a part of the atmosphere and excitement,” Chalmers said.
Hotard took pride in the way the company represented itself.
“Our buses looked great going down the street,” Chalmers said. “Our bus washers and detailers were coming in at 4 a.m. just to put tire shine on and make sure everything looked pristine. Our uniform coordinator made sure the drivers looked sharp. It was a full team effort.”
One factor that helped Hotard land the Super Bowl contract was its standing in the transportation industry.
“They do look at what associations you are part of,” Chalmers said. “We’re members of UMA, ABA, South Central Motorcoach Association, and IMG. It makes a difference because it shows you’re invested in the industry and you’re serious about the level of service you provide.”
Attending industry events such as the UMA EXPO also plays a key role.
“It’s not just about being a member, but about actively participating,” Fridrich said. “Meeting industry peers, sharing insights, and staying updated on the latest in motorcoach transportation all contribute to making sure we’re at the forefront of the industry.”
The company heard from people who spotted the company’s white MCI and Van Hool coaches with maroon and navy logos.
“You have people texting you and emailing you from around the world,” Chalmers said. “A bus owner from Ireland even reached out to say how nice our coaches looked. When people in the industry recognize the work you’ve put in, that makes it even more special.”
