NATSO Announces Four Remarkable Industry Leaders Set To Address The NATSO Show

Preparing for the future means focusing on innovation, uncovering industry trends, and building a known and reliable brand. This year at The NATSO Show, four key industry leaders who are proven trendsetters in their fields will address these themes while sharing insights to help truckstop and travel plaza operators improve their operations.

“We are thrilled to have four fabulous speakers who have first-hand knowledge of the issues facing truckstop and travel plaza owners today. Three of our speakers have built terrific brands and cultivated loyal customer followings. The fourth, Bob Costello, chief economist and a senior vice president at American Trucking Associations, has a deep knowledge of the trucking industry, which is the primary customer of highway-based businesses,” said Pamela Hayes, NATSO’s vice president of strategic partnerships.

NATSO, the trade association representing the truckstop and travel plaza industry, is holding its annual show Feb. 16-19 at the Wynn Las Vegas.

In addition to Costello, this year’s keynote speakers include Seth Goldman, president and CEO of Honest Tea; Doug Rauch, former president of Trader Joe's; and Ken Schmidt, former director of communications strategy for Harley-Davidson Motor Co.

Today's truckstops and travel plaza operators are navigating a mature industry, which means they must continue to innovate to maintain and grow sales. Being successful in business often means staying ahead of key industry trends, knowing how to respond to customers’ needs and wants and properly positioning your brand, which is why NATSO has tapped into speakers who are well known in their industries for their depth of knowledge and leadership.

As ATA’s chief economist, Costello has key insights into the trucking community that help truckstop and travel operators better forecast and stay current on the needs of their primary customer base. Costello manages all of ATA's collection, analysis and dissemination of trucking economic information. This includes several monthly trucking economic indicators, motor carrier financial and operating data, an annual freight transportation forecast, driver wage studies and weekly diesel fuel price and economic reports. During his past presentations at The NATSO Show, Costello has shared his expertise on freight levels, hours-of-service regulations and driver wages.

Honest Tea’s Goldman knows what it takes to grow and strengthen a business—Honest Tea started with five thermoses and now sells over 100 million bottles a year. The lessons he has learned while creating the nation’s top selling organic bottled tea can apply to any operation. Honest Tea is frequently recognized for its leadership, commitment to transparency, and unconventional marketing techniques. What’s more, Goldman is the co-author of the best-selling book, Mission in a Bottle: The Honest Guide to Doing Business Differently – and Succeeding, which focuses on how to overcome the odds and the challenges and hurdles of creating a successful business.

As the president of Trader Joe’s Co., Rauch proved that innovation is the key to business success. Under his guidance, Trader Joe’s grew from a small, nine-store, 7/11 knock-off chain in Southern California to a nationally-acclaimed retail success story with more than 340 stores in 30 states and, most importantly, a loyal customer base. Not only did Rauch develop the company’s prized buying philosophy, he created its unique private label food program, and championed the development and execution of Trader Joe’s University and the prized customer experience orientation. During his keynote address, Rauch will share eye-opening case studies outlining how to create a self-sustaining culture of innovation, build a brand in a competitive marketplace and lead with a purpose.

Sometimes the key to success is a bold vision, and Schmidt is known as a brand visionary. In his role at Harley Davidson, he played an active role in one of the most celebrated turnarounds in corporate history. He is widely known as one of the business world’s most outspoken and provocative thought leaders. In addition to sharing his insights on building a fanatically vocal customer base, he will dive into creating a passionately loyal corporate culture and developing leaders who inspire and motivate.

The NATSO Show is the premier gathering place for businesses looking to focus on the future while maximizing their current operations. The show offers the nation’s truckstop and travel plaza owners and operators and provides two-and-a-half days of smart ideas, great new products and good advice designed to meet the unique needs of the industry’s leaders. The full lineup of speakers, exhibitors and schedule is available on The NATSO Show website.

Registration is open. Early-bird pricing is available until Dec. 12. NATSO members can register online or by contacting Kimberly Roberts. Suppliers interested in participating as an exhibitor or sponsor should contact Susan Taylor.