Forklifts and 18-wheelers aren’t the usual stars at Texas Motor Speedway, but on Oct. 26, they revved up for some friendly competition.
That’s when Arca Continental Coca-Cola Southwest Beverages held its third annual Truck Rodeo, a day of fun and games for the company’s most accomplished drivers, merchandisers and warehouse technicians, and their families.
“It’s considered our premier employee-engagement event,” says Hector Amaya, who manages the Truck Rodeo and serves as area director of sales and operations at CCSWB. “It’s the top associates in their respective trades competing against each other.”
Based in Dallas, CCSWB is one of the largest Coca-Cola bottlers in the U.S. It operates seven production plants and 37 distribution facilities that provide beverages to more than 31 million consumers across Texas and parts of Oklahoma, Arkansas and New Mexico.
A camaraderie booster at a company that fosters an inclusive culture, this year’s tournament was the biggest yet, highlighting employees from across CCSWB’s territory who represent all sectors of manufacturing and distribution.
The company calls them “Heroes,” and they work in production, warehouses, transportation, machine maintenance and merchandising.
Each competitor could bring up to four family members for the all-expenses-paid weekend event, which included a goody bag and tickets to a local amusement park. CCSWB also live streamed the competitions so family members who didn’t make the trip could still see their loved ones compete. Children who attended enjoyed the Kids’ Rodeo section, which boasted bounce houses, face painting, games and the chance to win a new bicycle by speeding through an obstacle course — just like their family member on the Truck Rodeo course.
“Kids may not have an idea what mother or dad does at work, but here they can see them drive a huge vehicle through these very technical courses,” Amaya notes. “The level of pride you see in the families is pretty incredible.”
Visitors at the event also had the opportunity to learn more about CCSWB. This year, the company showcased a new truck driving simulator used in its Commercial Driver’s License Academy. “We take the simulator around to each depot location throughout Texas and Oklahoma for the initial training as opposed to the drivers taking vehicles out on the road,” Amaya explains.
More than 100 members of leadership and associates volunteered to administer and judge the races; a clear indicator of how popular the event has become. “It really brings engagement and team building to life,” Amaya says. “We are also looking at retention and how we can continue to highlight the great work our heroes do.”
CCSWB associates consider it an honor to be selected for the Truck Rodeo from the company’s thousands of frontline heroes. Participants are chosen based on their overall work performance and attendance throughout the year, as well as the results of a technical quiz specific to their role. It’s so competitive that the lowest qualifying test score was in the 92nd percentile.
“At least half of our eligible frontline heroes applied to compete this year,” Amaya notes. “It’s gotten bigger each year as word of mouth gets out about the prizes and bragging rights.”
CCSWB names first, second and third prize winners in nine events, and they all win points to redeem online for merchandise or travel. On top of that, each number-one finisher receives a crystal trophy, a rodeo-style belt buckle and the most coveted prize of them all: exclusive use of a brand new piece of company equipment decorated to celebrate the win. It could be a forklift, pallet jack or even a tractor trailer, depending on the winner’s job.
The contests are about far more than simply the fastest time. Truck drivers, for instance, are also judged on a range of safety procedures, including checking equipment, as well as how well they navigate through an obstacle course and back into a loading dock.
Pallet-jack operators are evaluated for accuracy, product condition and load stability as they navigate an obstacle course of cones and fences. The forklift competition is similar, except operators must also manipulate the forks to dunk a basketball.
The festivities wrap up with an awards ceremony and dinner for all the competitors and their families. This year’s winners were recognized in Texas Motor Speedway’s Victory Lane in front of their loved ones and all the attendees. “Last year when leadership presented an award to an individual from Laredo, his son ran all the way up through the audience to be with his dad, and then here comes his little sister,” Amaya recalls. “It really brings home for us the impact and the pride that people have in their jobs.”
As 2022 Forklift Competition winner Francisco Rodriguez puts it, “When the company recognized my skills in front of my family, it was more than an acknowledgment — it was a chance to share what I love with my family and to feel appreciated for the hard work I put in every day.”