President’s message
HigHer education
As Alberta students head back to school, we’re working to learn
more about how best to meet your needs
I’ll always remember the first time I handed my
car keys to my newly licensed son, Chris. The fob
was small in his hand, but it felt like I was handing
him the whole world. Driving, after all, represents
freedom. It’s the ability to come and go as you please,
to explore, to embrace independence with the power
of 250 horses. In a way, I was giving him the world.
Fortunately, AMA had given Chris a solid found-
ation of driving knowledge and skills, alleviating
many of the fears parents have when their kids take
the wheel. I knew he was well versed in the rules of
the road, the latest defensive techniques and how
to stay safe in traffic. But his experience also got me
thinking: AMA members turn to us for more than
great classes and services. You count on us to treat
you like practically family. When it comes to driver
education, were we doing that as well as we could?
That’s why we revitalized the program this year—to
make the user experience as seamless and personalized
as possible. From our online materials to the way
students are paired with instructors, we refreshed
everything to deliver more of what you love about
AMA. But driver education is just the beginning.
Going forward, we’ll be looking at all our areas
of business to ensure we fulfill our “practically family”
promise. We recognize that working with us is a choice;
it’s our obligation to create first-class experiences for
you. We look forward to rolling out more changes in the
coming year and hearing what you think about them.
Back-to-school season is also upon us, which means
the young leaders in AMA’s School Safety Patrol will
be out in full force. Entering its 81st year, the program
is one of the most robust in Western Canada, with
nearly 17,000 student volunteers. When it comes to
community-mindedness and taking care of each other,
these kids set an inspiring standard year after year.
Of course, back-to-school also means getting
students to and from class and extracurricular
activities. If you sometimes rely on a neighbour,
friend or relative to drive your kids, don’t forget to
register for our Kids Go Free membership. It’s free
with any Plus or Premier membership, and offers the
peace of mind of knowing that your under-16 child
has access to AMA roadside assistance in someone
else’s car—even if that person isn’t a member.
Finally, I want to be sure you’re aware that your
membership can get you discounts and reward
dollars at more than 165,000 AMARewards partner
locations around the world. For a complete list of
partners, visit AMARewards.ca. September often
means a few extra expenses for families, so we hope
your membership can provide a little relief. Because
that’s what family is for!
Don Smitten
President and CeO
AMA InsIder
Fall 2018
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