A Message from TTA's New President

By: Bill Rouse, President, LA Yellow Cab

It is a true honor to be selected to lead this great organization. As you will see below, we have an exciting year ahead in 2026.

Before looking forward, I want to congratulate Dan Reid on an outstanding year as President. Dan’s accomplishments cannot be overstated, and he has laid the groundwork for a smooth and seamless transition into the upcoming year.

Next, I want to share a little bit about my background and connection to this industry. My family has been in the transportation business for nearly 90 years. Our organization has been shaped by the innovative and entrepreneurial spirit of my father, Mitchell Rouse, the founder of SuperShuttle and several other successful businesses, as well as a former President of this organization in 1995. He has been an inspiration to me and to many others.

In 2013, I had the privilege of serving as President of this organization. At that time, we were fully engaged in the regulatory battle with the relatively new TNCs, Uber and Lyft. With the support of a dedicated board of directors, we worked hard to educate the American public about the value of our model, which relied on vetted, professional drivers. As President, I appeared in print and broadcast media many times each month to share our point of view in one of the nation’s most talked about business debates.

Now, 13 years later, it is more than a little ironic that my companies have formed a strong partnership with Uber. History has a way of surprising us!

Today, I manage the largest taxi operation in Los Angeles, the largest taxi operations in Orange County and San Diego, and the second-largest taxi operation in Denver, Colorado. Taken together, these fleets total about 1,500 vehicles, and I am pleased to say that we continue to grow.

But enough about me. Let us talk about the coming year at TTA.

The strength of TTA has always come from the people who make up this organization. Our operators, vendors, innovators, and leaders are committed to improving their businesses and helping others succeed. This coming year, our focus will be on collaboration, shared information, and practical insights that deliver real value to every member, whether you have been part of TTA for decades or are joining us for the first time.

Our committees will play a central role in this effort. They remain one of the most effective ways for members to engage with one another, exchange best practices, and learn from real-world experiences across the industry.

If you are new to TTA, I encourage you to get involved. These committees are open, welcoming, and designed to help you feel connected from day one. By participating, you will build relationships, gain knowledge that can strengthen your operations, and contribute to discussions that shape the future of the association. This year, we have intentionally scheduled committee meetings in a way that allows members to participate in multiple committees. Your voice is needed in all of them.

In 2026, our committees will focus on the issues that matter most to transportation operators, from emerging technology to day-to-day business needs.

The AV/AI Committee will bring in external experts to help members understand how autonomous vehicle technology and artificial intelligence are evolving and what these developments mean for our operations.

The Operations Committee will explore practical strategies for improving efficiency, cost control, and fleet management. The Safety and Loss Committee will focus on risk reduction, training, regulatory issues, and insurance trends.

At the same time, the Business Development Committee will examine opportunities for growth and new markets, and the Solutions Provider Committee will strengthen the connection between operators and the vendors who support our industry.

In terms of the TTA’s mission as a national and international trade organization, the Legislative Committee carries on one of our most important functions.  As they say, “If you’re not at the table, you’re on the menu!”  Through the Legislative Committee, we maintain and leverage all of our own relationships, cultivating lines of communication to our elected officials, and keep us in position to influence policy to help private sector transportation providers.

After each committee’s first meeting, we will bring all co-chairs together to align their plans, encourage collaboration, and ensure we are addressing the topics that matter most to members. This coordination will help us deliver clearer communication, more focused discussions, and a better experience for everyone who participates.

I would like to emphasize that our committees are not centered on governance. The primary purpose of our committees is to provide members with practical knowledge, peer-to-peer learning, and honest discussion about challenges and opportunities within our industry. These gatherings are where ideas are shared, innovations are discovered, and relationships are built. These relationships often lead to improvements in how our businesses operate.

And that is not all we will be doing. Another important project is the TTA’s new Strategic Plan. Our strategic plan was last updated in 2018, and the world, along with our businesses, has changed significantly since then.

This year, we will start fresh and build a new strategic plan that is more relevant to today’s environment. If we are successful, it will clearly define our goals, provide ongoing guidance, and remain a living document that can adapt to changes we cannot yet foresee.

We have several important meetings coming up in 2026, including the Legislative Fly-In in Washington DC in May, the mid-year board meeting in July, and Mobilize 2026 at the end of October.

We will also continue to showcase open houses and webinars.

All of this programming maximizes the value of the organization to our members, but you have to participate to get that value!  So join us!

Looking toward 2026, our greatest opportunity lies in working together to share what we know and learn what we do not. Every interaction strengthens TTA and strengthens our industry. I am honored to serve as your President, but real progress comes from you: your participation, your curiosity, and your willingness to help one another succeed. 

Together, we can make 2026 a year of learning, innovation, and continued growth for our entire community. It is a big year, but nothing is out of reach. We look forward to working with you to build the strongest and most effective organization possible.

Wishing you all a very safe and happy holiday season, and a happy and prosperous 2026!

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