When Roy Alonso’s family fled Cuba in 1963, they left behind a life built on hard work and determination. They sacrificed businesses, a home, and a legacy as they escaped the rise of Fidel Castro’s communist regime, which seized everything they owned.
Roy’s father had been a successful entrepreneur, running ventures such as a Roto-Rooter franchise, a pest control company, a laundromat, and a distillery producing rum and wine. But after Castro came to power, their lives had to begin again from scratch.
“They lost it all,” Roy said. “My father was the last of his siblings to leave because nobody thought it would last.”
A Legacy of Resilience
Roy Alonso, co-founder of Cardinal Transportation in Columbus, Ohio, credits his parents’ resilience and values for shaping his entrepreneurial path. His father’s emphasis on treating employees like family left a lasting impression.
“When he was living in Florida years later, former employees from Cuba who had also escaped would come to visit him,” Alonso said. “My dad always treated his employees like family, which is something I still do today. It’s important for me to know how my employees are doing, not just at work but at home, especially in this business. Overall, respect goes a long way with your employees.”
Celebrating Excellence in Leadership
Roy carried these principles with him as he made a name for himself in the motorcoach industry. Fast forward to February 22, 2025, at the UMA (United Motorcoach Association) Motorcoach EXPO, Roy was honored with the 2025 UMA Vision Award for large fleet operators. This award recognizes exceptional commitment to leadership and excellence in the motorcoach business.
Cardinal Transportation, the company Roy co-founded, operates an impressive fleet of 80 vehicles, including 40 motorcoaches as well as mini-coaches and black cars. The company serves a diverse range of clients, including college athletics, corporate travel, student tours, and private charters.
UMA Director and President of Trobec’s Bus Service, Bethany Bertram, spoke to the caliber of work done by Cardinal and its leadership during the award presentation.
“(Cardinal’s) leadership extends beyond their own organization, and as they have been instrumental in advocating for industry improvements on a national level while they’re working with regulatory agencies or collaborating with other operators to establish best practices, this company continues to be a driving force in the industry through professional consulting for executive management, peer group meetings, educational seminars and ongoing driver education, this company continues to invest in their people, recognizing that excellence starts from within,” Bertram said.
Roy admitted he was taken aback by the recognition. “It was quite the honor,” he said. “To be first nominated and then selected by my peers, it was just great. I’m very humbled and honored to have received it, and very grateful to have that recognition.”
From Humble Beginnings to Industry Success
Born in Pahokee, Florida, near Lake Okeechobee, Roy began his career in transportation somewhat unexpectedly. He moved to Ohio to attend The Ohio State University, where he pursued a degree in business. However, to support himself financially, he took a job washing buses for the university’s transit system.
Balancing work and academics was no easy feat, and by his sophomore year, Roy decided to leave college. However, this decision allowed him to put his full focus on work. He started as a driver, worked his way up to operations supervisor, and eventually became the operations manager overseeing Ohio State’s entire campus bus system.
The Birth of Cardinal Transportation
Roy’s entrepreneurial spirit, inspired by his father, led him to partner with Trevor Ocock to start his own transportation company. They officially entered the business world in 2000, when they purchased Andre’s Limousine Company in Columbus.
“The owners were a really solid company, good people, and they stayed on for about a year, helping us and wanting us to succeed,” said Alonso. “It was just the best transition you could ask for. “
With only three cars and big dreams of a larger fleet, Roy and Trevor rebranded the company as Cardinal Transportation, named after the state bird of Ohio.
Roy’s parents played a critical role in this phase, providing a loan to help launch the business. “My mom and dad actually gave me part of my first loan when I started in 2000,” he said. “But they wouldn’t take any money back, so I ended up putting some money into their house, remodeling their kitchen, because they wouldn’t take extra cash.”
Overcoming Setbacks with Determination
Cardinal Transportation faced a major challenge in its early years. Following the tragic events of 9/11, air travel plummeted, and the transportation industry almost came to a standstill.
“We pretty much lost everything,” Roy recalled. “Luckily, we were small at the time, but we relied heavily on airport service, which wasn’t happening.”
Despite the downturn, Roy persevered. His business partner, Trevor, chose to return to public transit work, and Roy bought him out, continuing on alone. Still close friends, Trevor has since built a remarkable career overseeing transportation at Disney’s Orlando operation.
Building a Culture of Authentic Connections
At the heart of Roy’s business philosophy is a simple but powerful idea: treat people well, whether they are employees or clients.
“I don’t like confrontation; I’d rather build a connection,” Roy said. “The networking and connections you make at these meetings, the face-to-face connections, really build relationships.”
This philosophy extended to Cardinal’s longest-running client partnership with Limited Brands, parent company to Victoria’s Secret and Bath & Body Works. For over two decades, Cardinal provided transportation for executives, shuttling them between private planes and campuses. This contract only ended recently, leaving a bittersweet mark on Cardinal’s history.
“They were almost like family,” Roy mused.
Leading and Learning
Roy has remained deeply involved in industry associations, including the United Motorcoach Association (UMA) and the International Motorcoach Group (IMG). He values the collaboration and education these organizations offer.
“You’re always learning,” he said. “I sat in a session where someone presented spreadsheets that help determine if an acquisition or purchase is a good decision. That kind of knowledge is invaluable.”
A Testament to Vision and Hard Work
Roy Alonso’s story is a testament to resilience, determination, and an unwavering commitment to his values. From his parents’ sacrifice in leaving Cuba to building an award-winning transportation company, Roy embodies the entrepreneurial spirit.
Source: Bus and Motorcoach News
Image Source: (Bus and Motorcoach News) Roy Alonso, co-founder of Cardinal Transportation, accepts the UMA Vision award.
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