President’s message
Here’s to You!
We’re working harder than ever to add value to your
membership—and give back to Alberta communities
loved birthdays.
I surely did as a kid, when the pas-
sage of time moved me closer to all
the wonders of being a grownup.
But in my 30s and 40s, birthdays
reminded me how much there was
to do and how little time there was
to do it. Now, perhaps because I’m
a bit older, I’ve reclaimed the joy of
celebrating birthdays with my fam-
ily and friends—taking stock of the
the past year and looking forward
to the adventures that lie ahead.
So when Bruce, a member of
our AMA family for 38 years, con-
tacted us with a unique 60th
birthday wish, we jumped at the
chance to make it happen. Bruce
explained that from the time he
was a junior in college, AMA has been there for him.
He wanted to immortalize that legacy of service in a
scrapbook of his life. Bruce asked if he could have his
photo taken with one of our tow truck operators and
a member of our executive team. We couldn’t have
been more honoured to oblige.
Supporting members through life’s milestones is
at the heart of everything we do, and Bruce’s request
illustrates that in a very personal way. Whether you’re
an insurance customer, travel client, driver education
student, or member broken down at the side of the
road, you’re a part of AMA. We want you to think
I haven’t always
of us the way that Bruce does—as
practically family.
AMA got its start in 1926 as
a community-led effort to lobby
the government for better roads.
Community is where we’re from
and it’s where our hearts are. It’s
a feeling of fellowship that grows
out of shared attitudes, interests
and goals. This year, we’ll be deep-
ening our involvement in Alberta
communities, while also broaden-
ing our own. It’s looking like the
AMA community will soon top one
million members. When that hap-
pens, we look forward to sharing
a special celebration with you.
With all this in mind, we’re evolv-
ing AMA’s offerings to address your
changing needs, and we’re doing our best to deliver
the most relevant information, products and services
to you where, when and how you want them. For
example, we recently introduced convenience tows
and home-lockout reimbursement (see page 9), and
we’ll be welcoming exciting new reward partners.
Last fall we also began publishing two versions of
AMA Insider—an effort that will continue as we seek
to tailor content to better reflect your interests, and
bring you stories that are likely to hit home. If you
want to weigh in on what you’d like to see, I’d love
to hear from you at [email protected].
What all of this comes down to is respecting the
things that make us different while celebrating what
makes us the same. As we head into Family Day,
I can’t think of a better wish for our organization
or our province.
Don Smitten
President and CEO
4
Spring 2018
AMA inSider