The Courier Rodeo is an annual safe-driving competition open to all US drivers and couriers. As creator and lead project manager, I designed the full competition framework — criteria, scoring methodology, venue logistics, and participant guidelines — and have led its ongoing evolution for a decade.
Over a 16-week qualifying period, drivers are evaluated using on-road safety telematics data, written safety exams, defensive-driving assessments, MVR reviews, accident and incident history, and DVIR-based fleet scoring. The top 30 safest drivers nationwide advance to an in-person multi-day final. This stage includes direct on-road observation, live DVIR testing, trainer-level safety exams, and a precision vehicle maneuvering course. Winners are announced at a live awards ceremony.
The program has been widely recognized as the company's most successful and impactful frontline engagement initiative. It operated virtually during COVID without missing a year and has adapted formats and criteria consistently to remain fresh and competitive. Its direct impact on safety culture is measurable: locations with high Rodeo participation consistently outperform peers on safety KPIs.
10+ Years Running
~1,000 Annual Participants
Survived & Thrived Through COVID
#1 Frontline Engagement Program