My Centre: OUR STORY About AMA Our Story Affiliated Clubs Board of Directors AMA Insider This is AMA About AMA Our Story History in the Making The Alberta Motor Association formed in 1926, when auto clubs from Edmonton and Calgary joined forces to make things better for motorists. Together, they lobbied for safer roads and lower fuel taxes, marking the start of a nearly century-long legacy of Albertans serving Albertans. Our Vision We inspire confidence in the hearts and minds of our members to live their best lives. Our Values We’re guided by our values: integrity, respect, open and honest communication, excellence, innovation, collaboration and stewardship. Our Why We’re committed to protecting the things that matter most to our members. To Make a Long Story Short We’re proud of our story, which in many ways is the story of this province. But rather than resting on our accomplishments, we’re building on them, never ceasing our efforts to create a brighter future for AMA members. Call it history in the making. Birth of the Alberta Motor Association 1920s AMA is Incorporated 1926 A precursor to the modern AMA, the Alberta Motor League was formed by uniting automotive clubs from Edmonton and Calgary. Auto Garages 1927 Recognizing the need to protect the growing number of motorists in Alberta, we opened six garages that provided free emergency roadside assistance. Licence Plates 1928 We provided our first registry service by selling licence plates to Alberta’s motorists, which only cost 50 cents each at the time. Driver’s Licensing 1929 AMA began providing driver’s licences to the motorists of Alberta. Notably, driver exams to obtain licences weren’t required until 1937. Advocating for Drivers & Communities 1930s Fair Gas Prices 1930 Noting differences in gas prices across the province, we pressured the Government of Alberta to investigate on behalf of motorists, to ensure a fair price no matter where people filled up. Highway Rescue on Two Wheels 1937 Our first highway motorcycle patrol began operating on Highway 2 between Edmonton and Calgary to help drivers who were stuck or broken down on the road. School Safety Patrol 1938 AMA sponsored and expanded the School Safety Patrol to protect and educate students about traffic safety, which continues its mission to this day. Driving School Classes Begin 1938 With 85,000 cars already registered in Alberta, we started offering our first Driver Education courses to motorists to reduce collisions and improve road safety. Expanding Safety & Services 1950s – 1960s Car Safety Rodeos 1953 We held Car Safety Rodeos in Edmonton and Calgary to educate motorists and give them an opportunity to practise their skills in a safe environment. AMA Insurance Launches 1962 AMA Insurance is officially incorporated and begins selling automotive insurance. AMA Travel Sets Sail 1962 To help our members go further, we launched our first travel service: Pleasurama Holidays. Today, AMA Travel is the largest retail travel agency in Alberta. Standardized Traffic Laws 1967 After two years of effort, we successfully lobbied the Government of Alberta to create provincial rules of the road to replace municipal bylaws, which varied from town to town. “Bring ’em Back Alive” 1968 On May long weekend, we launched “Bring ’em Back Alive” to promote safe driving. The campaign received national attention and inspired many of our future campaigns to focus on the positive results of safe driving. Going Further for Members 1970s – 1980s Free Emissions Testing 1972 As part of our “Countdown to Clean Air” initiative, we travelled Alberta providing free mobile emissions testing to motorists, encouraging vehicle maintenance and emission reduction. More Insurance Options 1972 We expanded our insurance coverage to include home policies, protecting more of the things our members care about. Trusted Roadside Service 1976 We started operating our own tow truck fleets to provide more consistent and reliable service to our members at the roadside. Helping Pick up the Pieces 1987 When a devastating tornado swept through Edmonton, an event which came to be known as “Black Friday,” AMA helped affected Albertans rebuild their communities. Fleet Driver Training Now in Business 1989 Our fleet safety driver training program was first developed for the drivers of Shell Canada. We’ve since taught the program to hundreds of companies and added online training options for remote businesses. Innovations That Save You 1990s More Registry Services 1993 Alberta privatized registry services, which allowed us to expand our offerings to include more than 120 different registry products and services. Membership Is Rewarding 1995 We launched “Show Your Card & Save,” which grew into the comprehensive AMARewards program we have today, with more than 165,000 partner locations. AMA Reward Dollars 1997 We started giving reward dollars to members who showed their AMA card at select gas stations across Canada and the U.S. Taking Care of Business 1997 To offer security to Alberta’s business owners and independent professionals, we added business insurance to our list of services. Traffic Safety Summit 1998 We hosted Alberta’s first international Traffic Safety Summit in Kananaskis, bringing together traffic safety experts from around the world to share knowledge and inform policy. Protecting What Matters Most 2000s Slow Down Move Over 2003 To protect first responders and motorists, we worked with police, fire departments and emergency medical workers to advocate for reduced speeds when passing vehicles at emergency scenes. Discount Movie Tickets 2003 Through a partnership with Cineplex, we started selling movie tickets from our centres with exclusive discounts for AMA members. AMA Foundation for Traffic Safety 2003 With support from our members, the public, and the Government of Alberta, we launched the AMA Foundation for Traffic Safety to conduct research that informs policy and protects Alberta’s drivers. Shredding Events 2007 To protect our members from identity theft and fraud, we started hosting free document shredding events. Every year, the amount of paper we help members safely dispose and recycle is three and a half times the weight of the Space Shuttle! Our Road to the Future 2010s – 2020s Driver Training Goes Online 2014 Driver Education made the digital jump when we offered our first online driver education courses to make driver safety more accessible in Alberta. Business Link Partnership 2015 We partnered with Business Link to connect our members with business consultants in our centres, and with likeminded entrepreneurs at networking events. Free Roadside Assistance for Kids 2015 Kids Go Free launches for Plus and Premier members, ensuring children under 16 get the protection and benefits of membership—including roadside assistance—when they aren’t with their parents. AMA Roadbot 2016 Taking advantage of new technology in driver education, we debuted AMA Roadbot, a virtual driver education tool that can simulate more than 200 driving scenarios in rural and urban environments. Fort Mac Strong 2016 Wildfires in Fort McMurray resulted in over 39,000 insurance claims, and AMA Insurance was the first insurance company on-scene at evacuation centres to issue emergency funds to policyholders. Vehicle Registration Auto-Renew 2016 When the Government of Alberta discontinued mail-outs of renewal reminders, we were the first registry in Canada to provide an automatic renewal service, helping protect our members from costly fines. Gift Cards That Give Back 2018 Our centres started to stock gift cards with 5% cash back on gas, groceries, gadgets and more so that our members could be rewarded for even more of their everyday purchases. Supporting Local Food Banks 2019 Fill Our Fleet, our holiday campaign in support of Alberta food banks, becomes a year-round initiative, raising more than $100,000 to help vulnerable families. Online Appointment Booking 2020 For the first time, members could book in-centre appointments with our business registry specialists to get help starting, growing and maintaining their business. Be Part of History AMA is nearly a million members strong. We’re your friends, neighbours, colleagues and community workers—and we’d love to welcome you to the family. Join AMA Today Want to Learn More About AMA? 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View All Resources Article How Gas Companies Changed the Streets You Drive Today Article A History of the AMA School Safety Patrol Article Best Alberta Road Trip Food Stops Article Road Safety in Extreme Weather Article 3 Reasons Teens Fail the Class 5 Road Test A History of Serving Our Community Our Full Story 1938 AMA sponsored and expanded the School Safety Patrol to protect and educate students about traffic safety, which continues its mission to this day. 1972 As part of our “Countdown to Clean Air” initiative, we travelled Alberta with mobile emission testing units and provided free emission analysis to motorists, encouraging vehicle maintenance and emission reduction. 2007 To protect our members from identity theft and fraud, we started hosting free document shredding events. Every year, the amount of paper we help members safely dispose and recycle is three and a half times the weight of the Space Shuttle! 2019 Fill Our Fleet, our holiday campaign in support of Alberta food banks, becomes a year-round initiative, raising more than $100,000 to help vulnerable families. Our Services Member Support About AMA Community Resources Events Follow Us We are proudly affiliated with: Canadian Automobile Association American Automobile Association Download the New AMA App Site Map Privacy Policy Terms & Conditions Payment Card Policy Safe Disclosure Policy © 2021 Alberta Motor Association