Fining Your Way: 2020: Rising to the challenge

Ken Bolser

If 2020 has taught us anything, it’s the notion that everything we count on in life can change in the blink of an eye. At AAA Colorado, we cherish the trust you place in us and we’ve risen to the challenge, because we know it’s important to be here when you need us most.

To deliver on that promise, we have dramatically changed the way we do business, and adapted to these extraordinary times, just like you have. In March, for example, 90 percent of our headquarters, rescue center, and support staff began working from home. I’ll be honest, the prospect of remotely managing our extensive, statewide operations was intimidating. But we rose to the challenge. Since that time, our rescue center staff has expertly fielded every single call for emergency roadside service from their home “offices,” and, although your call was handled by someone far from our dispatch center, I’m confident you received the same level of service you’ve come to expect from AAA. You’ll find that same spirit of adaptation throughout all our lines of business.

In what will go down as the worst year for the travel industry in modern history, we never wavered. As other travel agencies retreated, our expert advisers jumped into action—working tirelessly to rebook and re-accommodate travelers amid waves of cancellations and new travel restrictions. They added extra hours by working nights and weekends, so that no AAA traveler was left in the lurch, and helped fellow Coloradans, who were already traveling, get back safely. In a complex world, it’s important to have a dedicated team of experts behind you when traveling—something that’s become even more true in 2020, and that only AAA can guarantee.

In many ways, this extraordinary year has inspired us to raise the bar with everything we do. We are proud to have provided our legendary roadside assistance for free to the healthcare heroes helping us fight this pandemic. Our insurance teams have worked to deliver meaningful refunds to customers, given the new economic reality, as well as help personalize policies to ensure you’re getting the right coverage at the best price. And with a historic resurgence of road trip and RV travel, our team of experts are offering dynamic, up-to-the-minute information about local travel restrictions, health orders, and anything else you may encounter along your journey. Even AAA’s property inspectors have fanned out across the country to assess the safety and sanitization of lodging properties through our “Best of Housekeeping” award designation. Plus, when you visit one of our newly re-opened retail stores to plan your next great trip, get an insurance quote, or pick up the supplies you need to stay safe on the road, you’ll find some new protections to keep you healthy.

When people ask me how AAA is still going strong after nearly 120 years, my answer is simple: We do whatever it takes to meet your expectations. I’m confident brighter days are coming. No matter what the future brings, though, I promise you’ll always be able to count on AAA.

Here’s to 2021!

Ken Bolser is the regional vice president for AAA Colorado.