When Scott Parsons talks about the legacy of Parsons & Sons Transportation Ltd., his voice is equal parts humble and proud.

Founded in 1962 by his father with just three school buses and a dream, the company has grown into one of the most trusted names in motorcoach and school bus service across the Canadian Province of Newfoundland and Labrador.

Today, Parsons & Sons operates a mixed fleet of over 80 vehicles, employs nearly 100 people, and is regarded as an indispensable pillar of its community.

For these reasons and more, METRO Magazine is proud to honor Parsons & Sons with our 2026 Motorcoach Operator of the Year award, which was presented at this year’s UMA EXPO held in Birmingham, Alabama, in February.

“We never chased awards, we just tried to do things right,” said Parsons, who now serves as president and CEO. “To be recognized across Canada and the U.S. is an incredible honor. I wish my father and mother were here to see this.”

Staying True to the Core: Safety, Service, Reliability

What sets the company apart isn’t simply the size of its fleet or the breadth of its services; it’s the culture of care and discipline that has defined the company from day one. That ethos is built on three foundational pillars: Safety, Service, and Reliability.

In fact, Parsons began his career as a mechanic, learning to maintain buses with a level of detail befitting an engine room on a naval vessel, which is fitting, given his father, Richard's, maritime background. Every bolt, seat leg, and maintenance schedule was meticulously handled.

“My dad ran the garage like a ship’s engine room. Safety was everything,” he recalled. “That mentality has stuck with us through every expansion and evolution of the company.”

Modern tools and technology now amplify the operation’s safety-first mindset.

The company leverages GeoTab and Zonar telematics to analyze driver behavior and vehicle performance, translating those insights into individualized training programs.

Every two weeks, staff members participate in small-group (12 or fewer) safety seminars, ensuring that every operator continues to learn and improve.

In a recent testament to their efforts, Senior Motorcoach Technician Michael Mercer was named Prevost’s Top Motorcoach Technician in North America for 2025, a rare honor recognizing excellence in mechanical expertise and fleet maintenance.

Leading with Innovation and Compassion

Despite being rooted in tradition, Parsons & Sons is anything but stuck in the past.

The company has consistently positioned itself at the forefront of operational innovation, often leading the way in adopting programs that go beyond regulatory requirements.

Among recent standout efforts, include:

• Community First/Safety First Program, which supports driver wellness and raises awareness around response tactics for hidden mental health or medical emergencies.
• Province-first Naloxone training across the entire company, preparing staff to respond to potential overdoses amid the national opioid crisis.
• Inclusive training for servicing passengers with physical and sensory disabilities, in collaboration with advocacy groups.
• Deployment of accessible, sensory-friendly motorcoaches for individuals with auditory or visual sensitivities, which is another first for the province.

“We’re constantly evolving our training to address real-world issues, not just what’s on the checklist,” said Operations Manager Chris Duke, who joined the company in 2024 after more than a decade with a competitor. “We build programs based on what we see in the field and what we anticipate our drivers may face.”

A Pandemic Pivot and a Post-COVID Rebound

Like most in the industry, Parsons & Sons was struck by the COVID-19 pandemic. However, instead of scaling back, Parsons literally just rolled up his sleeves.

With drivers hesitant to work amid early fears of transmission, Parsons personally drove motorcoaches daily to shuttle offshore workers between quarantine hotels and helicopter transport hubs.

“It was just me and the road, day in and day out. I sanitized the buses, drove the routes, and kept the business going,” he said. “That contract helped us survive.”

Coming out of the pandemic, the company was lean but determined, and thanks to a combination of reputation, partnerships, and business acumen, it has since rebounded in force. It now serves a diverse array of clients across the tourism, education, energy, and defense sectors, with operations stretching well beyond the original Conception Bay South base.

In fact, to do so, the company recently added a TEMSA TS-35 to its fleet.

Community-Driven, Purpose-Led

In a world of bottom-line thinking, Parsons & Sons is proof that doing good can also mean doing well.

The company’s presence is felt throughout the region: on hockey jerseys, hospital foundations, youth events, church fundraisers, and more.

For over five decades, the operation has provided free transportation to address specific community needs because it’s viewed as “the right thing to do.”

“We believe if there’s a need, fill it,” said Parsons. “My father grew up in the Great Depression, and he always said, ’ Don’t expect too much from others, do what you can for your community.”

This civic-mindedness hasn’t just built goodwill; it has helped cement the company’s reputation as an irreplaceable partner in Newfoundland and Labrador’s tourism and public service ecosystem.

Family at the Heart of It All while Looking Ahead

Despite its size, Parsons & Sons still operates primarily like a family business, because it is.

Parsons and his three brothers initially managed the company, and now a new generation of leaders, including Duke, Mercer, GM Adam Gear, Accounts Manager Robyn Scott, and Motorcoach Department Manager Wendy Martin, carries the torch.

That sense of family extends to every employee, from drivers to dispatchers to mechanics, explained Parsons.

“We love each other here,” he said. “We insist on it. People feel safe, valued, and appreciated, and in turn, they give us their best.”

The result is a rare level of retention and job satisfaction in an industry often marked by turnover.

The operation continues to expand its training, technology, and strategic reach, including work with external tourism operators and foreign tour groups, as well as the development of a new BOLO (Be On the Lookout) program slated for 2026.

Yet, through all the change, one thing remains constant: the company’s mission to provide safe, reliable, and compassionate transportation no matter the distance, weather, or challenge.

“This award isn’t just for us,” Parsons said. “It’s for our drivers, our techs, our clients, and our community. We’re proud to represent Newfoundland and Labrador, and we feel we are not done quite yet.”