Tuesday’s Marketing & Communications Lab will challenge transit professionals to find the stories already happening inside their agencies—and turn them into content that connects.

Every transit agency has stories worth telling.

They happen on buses and at stops. They’re found in the employees who keep systems moving, the riders whose lives are impacted by transit, the partnerships being built throughout communities, and even the unexpected moments that make people stop scrolling and pay attention.

The challenge is recognizing those stories—and knowing what to do with them once you find them.

At the 2026 SWTA Leadership Lab in Breckenridge, Danielle Sterle and Simon McCullough of Mesa County and Grand Valley Transit will help attendees do exactly that during Tuesday afternoon’s Marketing & Communications Lab.

Their 90-minute interactive session is:

Your Agency Has the Story. Let’s Tell It.

Turn Everyday Moments Into Powerful Community Connections.

The session is designed to help transit professionals look differently at what is already happening around their organizations and discover how employees, riders, programs, partnerships, and everyday moments can become creative content that connects with their communities.

And this is a lab for a reason.

Bring your laptop. Bring your ideas. Come ready to create.

Finding the Stories Already Around You

Great transit storytelling doesn't always require a major advertising campaign, expensive production equipment, or a huge communications staff.

Sometimes the best content starts with an employee going above and beyond for a rider. It might be a community partnership, a creative seasonal idea, an interesting behind-the-scenes moment, or a rider experience that demonstrates why public transportation matters.

Those everyday moments can become some of an agency's most authentic and engaging communications.

Danielle and Simon will help attendees identify those opportunities and think creatively about how to transform them into content people actually want to see and engage with.

The session is intentionally designed to be practical and interactive. SWTA wants attendees talking, participating, trying ideas, and leaving with concepts they can take back to their own organizations—not simply sitting through another presentation.

Meet Danielle Sterle

Danielle Sterle, MPPA, is Transit Program Manager for Mesa County, where she manages transit contract oversight and compliance. Her small team includes the Mobility Manager and Bus Stop Maintenance Technician, and much of her work involves problem-solving and continuously working to make Grand Valley Transit a more comfortable, safe, and useful system for riders.

Danielle earned a bachelor's degree in Liberal Arts, double-majoring in Spanish and International Studies, followed by a master's degree in Public Policy and Administration.

Her career path has included teaching English in Mexico and nonprofit work helping people find affordable, safe, and sustainable housing before ultimately bringing her experience to public transportation. Outside of work, she enjoys creating art, traveling, and spending time with her daughter and pup.

Meet Simon McCullough

Simon McCullough is Grand Valley Transit's Transportation Access Specialist/Mobility Manager.

Simon grew up in Minnesota and earned a bachelor's degree in Environmental Science in Iowa before eventually making his way to northwest Montana, where he worked in timber management and trail maintenance.

He later returned to school at the University of Montana to study Geographic Information Systems. While working at a community bike shop, Simon developed an enthusiasm for transportation, particularly active and public transportation. Today, he brings that perspective to his work with Grand Valley Transit.

Danielle and Simon collaborate on Grand Valley Transit projects, with Simon handling many of the finer details behind their work.

Bring Your Laptop — We're Putting Ideas to Work

Leadership Lab isn't just about hearing good ideas. It's about figuring out how to use them.

Attendees should bring their laptops to Tuesday's Marketing & Communications Lab and come prepared to participate.

Danielle and Simon will challenge attendees to think about their own agencies, recognize the stories worth telling, and begin considering how those ideas can become useful content.

The goal is for attendees to return home with more than notes and inspiration. We want you leaving Breckenridge with ideas you can actually put to work.

Not Registered? You Can Still Join Us

Online registration for the 2026 SWTA Leadership Lab has closed, but walk-up registration will be available on-site in Breckenridge.

If Leadership Lab wasn't originally on your schedule—or your plans have changed—you still have an opportunity to join transit professionals from across SWTA Nation for two days of learning, leadership, collaboration, and practical professional development.

And if you're joining us Tuesday, don't forget:

💻 BRING YOUR LAPTOP.

Your agency already has the story.

Let's tell it.