A Note From Our Leadership

Our Mission, Vision & Values

Our Mission

Your trusted partner delivering exceptional services and creating memorable experiences in Niagara.

Our Vision

Moving Niagara forward,
every single day.

Core Values

Respect & Inclusivity,
Service Excellence,
Teamwork, Integrity

A member of the CAA Niagara Board of Directors since 2016, Mike had a 33-year career with the Ontario Public Service, retiring as the Assistant Deputy Minister, Corporate Services, for the Ministry of Transportation. Mike’s previous CAA Niagara experience includes Chair of the CEO Search Committee and Chair of the Human Resources & Executive Compensation Committee. In addition to CAA Niagara, Mike has gained valuable board experience through his involvement with the Niagara Falls Bridge Commission, the Niagara Parks Commission and the Grimsby Benevolent Fund (GBF). Mike furthered his knowledge of corporate governance by completing the ICD-Rotman Directors Education Program (DEP) and receiving ICD.D designation in June 2019. Mike is a graduate of McMaster University and currently resides in Grimsby where he volunteers with the GBF Food Bank.

Mike Goodale

Board Chair | CAA Niagara

Bill Kerr joined the CAA Niagara Board of Directors in 2018. Most recently, he chaired the Governance Committee and the HRECC. Prior to retiring in 2020, Bill was a partner in one of Canada's leading sales intercept companies, providing sales and marketing support for Canada's leading financial institutions and retailers. His business background includes senior positions at Canadian Tire Financial Services (CTFS). In his last role at CTFS he was General Manager of the Professional Dispatch Group delivering roadside assistance to over 5 million vehicles across Canada. He has a passion for coaching minor hockey and helping to grow junior golf in Niagara.

Bill Kerr

Vice Chair | CAA Niagara

Janice joined the Board of CAA Niagara in 2015. She has been President & CEO of Niagara Falls Tourism since May 2019, following an 18-year career as Executive Director of the Niagara-on-the-Lake Chamber of Commerce & VCB. Janice served as Chair of the Niagara Parks Commission (2010-2018), Chair of the Tourism Partnership of Niagara (2014-2016), Vice Chair until 2019 and a board member for the TO2015 Pan and ParaPan Am Games Organizing Committee. In 2015, Janice was named the Niagara-on-the-Lake Citizen of the Year. Previously, Janice served nine years as Commissioner of the Niagara Falls Bridge Commission (two years as Chair) and had an 18-year career in senior executive positions within the import automotive industry. In 2016 Janice completed the ICD-Rotman Directors Education Program (DEP) and received the ICD.D designation.

Janice Thomson

Past Chair | CAA Niagara

Rob was born and raised in Merritton. He has been a member of the CAA Niagara Board of Directors since 2014 and is currently the Club's representative on the National CAA board. He is a Tax Principal at WMKL LLP. He is a graduate of Brock University and the University of Toronto Law School. Rob has been involved in many local non-profit and charity boards over the years. He currently is the Treasurer of the Greater Niagara Chamber of Commerce, Treasurer of the Welland Tennis Club, a director on the 2022 Canada Summer Games Hosting Committee Board and is a proud member of the St. Catharines Rotary Club.

Rob DePetris

Director | CAA Niagara

Ray joined the CAA Niagara Board of Directors in 2020, bringing with him over 19 years of IT security experience from the banking sector. Most recently, Ray was employed by Scotiabank as the Senior Vice President & Chief Information Security Officer, where he was responsible for pioneering anti-fraud and information security practices that have been leveraged by the North American online banking industry. Prior to gaining private sector experience, Ray enjoyed a fulfilling 23-year career with the Royal Canadian Mounted Police where he was involved in technical and commercial crime investigations.

Ray Archer

Director | CAA Niagara

Michael joined the CAA Niagara Board of Directors in 2020. Michael joined the Board as a successful entrepreneur with over 30 years of management and technology experience. He was co-founder and Managing Director at T4G Limited, a technology consulting company that provided custom technology solutions in the retail, travel and hospitality, finance, and telecommunications sectors. Now retired, he continues as a member of the T4G Board of Directors. Michael holds a Bachelor of Mathematics from the University of Waterloo, an MBA from Wilfrid Laurier University, and is a registered CPA CMA. Michael also volunteers as a member of the Town of Pelham, Finance and Audit Committee.

Michael Cottenden

Director | CAA Niagara

A member of the CAA Niagara Board of Directors since 2020, Matt is a partner at Lancaster Chown & Welch LLP in St. Catharines, where he specializes in corporate, commercial, intellectual property and real estate law. Matt is also the past-Chair of the Niagara Workforce Planning Board and is a past member of the Town of Pelham Summerfest Committee.

Matthew Leask

Director | CAA Niagara

Kathy Uher is a seasoned Program Delivery Executive with experience in the financial services, telecommunications, energy and health care sectors. She joined the CAA Niagara Board of Directors in 2023. She began her career in Human Resources in the health care sector, and in her most recent corporate role as Vice President, she led the internal corporate IT, regulatory and strategic program delivery for TD Bank. She holds an MBA from Wilfred Laurier University and completed the ICD - Rotman Directors Education Program, obtaining the ICD.D designation. She currently serves on a private corporate Board, Chairing the HR and Compensation Committee and has previously served on the Boards of Non-Profit and Cooperative Organizations.

Kathy Uher

Director | CAA Niagara

Dr. Kristine Clark joins CAA Board of Directors with over 25 years progressive experience in public service where she provided leadership in Human Resources and Organization Development across community service and transportation sectors. Currently as Program Coordinator and Professor of Human Resources in the School of Business & Management at Niagara College, Kristine holds a PhD in Human and Organization Development, MSc in Counselling and Human Services, and multiple certifications across the field of organizational behaviour. Kristine also served on Leadership Niagara’s Board of Directors and was Chair of the Program Advisory Committee. Born and raised in Niagara, she is a passionate life-long learner and educator who enjoys helping individuals and organizations achieve their goals.

Dr. Kristine Clark

Director | CAA Niagara

Ken joined the CAA Niagara Board of Directors in 2023, after an executive career delivering technology and customer service operations for a variety of private and public sector organizations. A former Assistant Deputy Minister, Ministry of Transportation and Ministry of Labour, Ken retired as Chief Technology and Innovation Officer for the WSIB. Over the past ten years he has been involved in local not for profit boards and is currently the Treasurer and a member of the Resource Productivity and Recovery Authority Board of Directors, the regulator mandated by the Government of Ontario to enforce the province’s circular economy laws. Ken holds a Bachelor of Mathematics (Computer Science) from the University of Waterloo, an MBA from the University of Western Ontario and is a registered CPA CMA. Ken also volunteers with the Town of Lincoln, Heritage Committee and is Vice-Chair of the Niagara Region Diversity, Equity and Inclusion Advisory Committee.

Ken Kawall

Director | CAA Niagara

Marrianne Wilson was appointed President and CEO of CAA Niagara in 2025 following a successful tenure as Vice President of Marketing, Strategy, and Member Engagement, where she played a key part in the club’s evolution—growing membership to over 160,000, spearheading a brand transformation, integrating the operations of Niagara Airbus and AAPEX Driving Academy, and overseeing the opening of the organization’s largest location at the Pen Centre. A Public Relations graduate from Humber College, Ms. Wilson brings over 25 years of experience across marketing, strategy, communications, and engagement roles in the retail, nonprofit, travel, insurance, and agency sectors. A strong believer in giving back, she currently serves on the boards of the Niagara Grape & Wine Festival and Niagara Safety Village, regularly donates plasma, and volunteers with Big Brothers Big Sisters Niagara. In 2024, she was honoured with the Women in Business Award for Corporate Leadership by the Women in Niagara Council and the Greater Niagara Chamber of Commerce.

Marrianne Wilson

President & CEO | CAA Niagara

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Here's a brief look at our financial performance in 2025

Financial Overview

Total Revenue – $34.7 Million

CAA Niagara Total Revenue Pie Chart showing membership fees, insurance, Niagara Airbus, AAPEX and travel revenue breakdown

Total Expenditures – $34.9 Million

CAA Niagara Total Expenditure Pie Chart showing member services, corporate services, Niagara Airbus, AAPEX, travel and insurance expenses

Loss from Operations: $0.2 Million
Final Financial Statements and Auditor’s Report were reviewed and approved by the Board of Directors and are available for any Member in good standing to review at CAA Niagara Thorold Office.
All $ in millions.

Evolving Together

Celebrating a renewed brand shaped by the people,
places, and stories of our community.

A Century of Service and Growth

For more than 100 years, CAA Niagara has grown alongside the communities we serve. What began as a small group of local motorists has evolved into a trusted, multi-service organization — helping people get where they need to go, supporting local initiatives, and standing by Members through every stage of the journey.

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A Unified Brand for a Unified Purpose

In 2025, we introduced a refreshed CAA Niagara brand designed to reflect not only what we do, but why we do it. Our identity brings together CAA Niagara, Niagara Airbus, and AAPEX Driving Academy under a single, unified purpose.

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Showing Up for Niagara, Every Day

Our brand is more than our colours or our logo — it’s how we show up for Niagara. These experiences — not graphics or taglines — are the heart of our brand. And that’s why our vision, Moving Niagara forward, every single day, feels so true to who we are. It speaks to the momentum we see across this region and our role in supporting that momentum. When Niagara moves, we move with it.

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Rewards

Through the CAA Rewards® program, Members unlock exclusive savings at over 160,000 partner locations across North America. Whether shopping through the CAA eStore or showing your card at a local branch or partner location, you can save on shopping, dining, travel, attraction tickets, entertainment, and much more.

Learn more

Rewards Partner Spotlights

National

Learn More

Rewards Partner Spotlights

Local

Learn More

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Partners for Good

Through our CAA Partners for Good initiative, we continued to create meaningful connections between local businesses and the charities that strengthen Niagara. This year, Kelsey’s Gather and Give program helped raise $1,000 for the Toolbox Project, while our Q2 collaboration with Silversmith for International Women’s Day contributed another $1,000 to Gillian’s Place. We also joined forces with Harvey’s for an Earth Day Tree Planting event in support of Heartland Forest, and partnered with Movables Storage Solutions to provide in-kind storage for the Toolbox Project—ensuring these organizations have the resources they need to keep making a difference in our community.

CAA Rewards

Partners For Good

Voices of Our Members

Real experiences, shared anonymously to inspire and guide our community

“It is very helpful to know you can call them 24 hrs a day if you have car problems. As a senior, I feel safe knowing they will send a qualified person to determine what I need to do to get my car operational.”

Anonymous

CAA Member

“Polite, friendly service. Love the progress texts and location of the driver. Drivers are always very careful with loading our vehicles. Much appreciated. Now, if the driver would bring me a coffee with him, that would be a nice touch, but I’m only kidding. I really appreciate CAA’s friendly and compassionate service. Thank you.”

Anonymous

CAA Member

“The drivers are awesome; they make the company what it is!”

Anonymous

CAA Member

Travel Benefits

CAA Travel

As one of the largest Member-based travel agencies in the world, our Agents have stepped foot on almost every continent using just about every method of travel, and have the experience to help you book your next adventure with confidence.

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Journeys with Our Members

Real travel stories and tips, shared anonymously to inspire your next adventure.

"Have always been treated very well whenever in touch with the CAA office - very efficient staff - have done many bus trips all very well organized - excellent staff"

Anonymous

CAA Member

"Good variety of trips, reasonable prices, good service."

Anonymous

CAA Member

"CAA does a great job planning day trips and multi-day trips."

Anonymous

CAA Member

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CAA Insurance

You're covered with CAA Insurance, wherever life takes you CAA Insurance has a product to suit your needs - auto, property, travel and everything in-between. Plus, Members are eligible for exclusive savings.

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Protected Moments

Experiences from members on peace of mind and coverage that makes a difference.

“Great as a bundle with other services, extremely friendly and helpful staff. Discounts if you are also a CAA member.”

Shannon Stewart

CAA Member

“So far so good. Just changed our vehicle insurance to CAA. The cost is a fair hit less then our current insurance company since they wanted to up our monthly payments by $30.”

Lynne

CAA Member

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Niagara Airbus

From airport transfers to tours or event transportation, Niagara Airbus has become a trusted partner in ensuring smooth travel experiences.

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Riding the Route

Feedback and experiences from passengers to enhance every journey.

"We were expertly taken on a tour of Niagra Falls and surrounding areas by Mike. Such a gentleman and he gave such an informative commentary of everything we visited. The tour bus was comfortable and arrived on time. We would highly recommend this company."

Wayne C

Cardiff, UK

"I requested a pick-up from Buffalo Airport, and a driver who spoke Japanese came. Apparently he was from Korea, and it was great to be able to talk to him about a lot of things. Instead of a shuttle bus from Buffalo Airport, we went in an SUV with just our group, so it was easy. On the way back, we were accompanied by a Canadian, but it wasn't a problem. I used their service 14 years ago, and the service was just as good as ever, with a pleasant pick-up and drop-off. If I go again, I'd like to use their service here."

Purin B

Memphis, TN

"Wow, the whole day was amazing. Mike our guide was brilliant. The falls impressive and made more magical with the snow and ice. Having read the reviews we were not expecting a gourmet lunch and it was as we expected. The food was edible and hot, the selection was fine but it was not a busy time of year so I would imagine it could be a nightmare. I would whole heartedly recommend the whole trip. It snowed on the way back to Toronto too."

Louisa B

Oxford, UK

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AAPEX

The AAPEX Driving Academy had a standout year, helping new drivers navigate the road with confidence.

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Behind the Wheel

Real student experiences, shared to inspire and guide new drivers.

"I used to have anxiety while driving. Patrick really helped me get through those fears and gave me the confidence to obtain my full license! His laid back approach makes driving a breeze! I would highly recommend Aapex to new drivers or to those who want a refresher."

Amber (21)

Grimsby

"Just finished aapex in class course and it was amazing thanks to Dan my awesome teacher. He made everything really fun and super realistic. I learned so much without even knowing it!"

Alana Bright (17)

Niagara Falls

"Melissa did a awesome job of putting my fears of learning to drive so late in life to rest. It's not always easy teaching this old dog new tricks aka driving...but I'm now ready for my road test and I am actually enjoying being behind the wheel."

Jodi (44)

Niagara Falls

Community Impact

Niagara is more than just our home — it’s our community, our inspiration, and the heart of everything we do. Every day, CAA Niagara’s employees, Members, and partners come together to create meaningful change across the region. From championing road safety and environmental sustainability to supporting families, charities, and newcomers, 2025 was a year defined by compassion, collaboration, and action.

Together, we’re building a Niagara that’s safer, stronger, and more connected — one partnership, one volunteer hour, and one act of kindness at a time.

Community Boost

Community Boost continued to grow in 2025, welcoming two outstanding local organizations — Habitat for Humanity Niagara and Autism Ontario – South Region.

Community Boost is more than a donation; it’s a long-term partnership that includes a $10,000 contribution, employee volunteer support, marketing collaboration, and a wrapped CAA Niagara service truck featuring each organization’s brand — seen by thousands across the region every week.

These organizations reflect the values at the heart of CAA Niagara. Habitat Niagara creates pathways to safe, affordable homeownership while promoting sustainability through its ReStore locations. Autism Ontario – South Region builds inclusive communities by advocating for and supporting autistic individuals and their families.

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Partnerships and Support

In 2025, CAA Niagara strengthened its commitment to local causes through partnerships and employee-led initiatives. We continued our one-million-dollar pledge to FEED Niagara and collected thousands of pounds of food through the Big Food Boost campaign.

Our team also showed remarkable enthusiasm for community giving throughout the year. The festive Light Up the Holidays event brought together staff in a celebration of generosity, while participation in Gillian’s Place Walk a Mile in Her Shoes brought awareness and support to end gender-based violence. Employees continued to lend their time and energy to beloved community traditions, from Birchway’s Book Riot and McHappy Day to Tim Hortons Camp Day and the Smile Cookie Campaign, while also giving back in personal ways by donating blood and plasma through Canadian Blood Services.

Adding to these efforts, our employees proudly supported United Way Niagara, joining fundraising drives, taking part in the region’s signature Fire Truck Pull, and organizing a feminine hygiene product collection led by our HR team.

Across every initiative, from large-scale campaigns to quiet acts of kindness, our collective impact was driven by one shared goal — to lift others up and create a stronger, more resilient Niagara.

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Community & Belonging

Our commitment to connection also means showing up for the moments that bring our community together. From the Grape & Wine Pied Piper and Santa Claus parades to our Community Skate Days, Movie Nights, and Touch a Truck event, CAA Niagara was proud to celebrate local traditions that blend joy and community pride — reminding us that belonging is built in everyday moments of togetherness.

Supporting Inclusion and Representation

We were honoured in 2025 to receive The Commitment Award at the Niagara Unity Awards, recognizing our ongoing leadership in supporting Niagara’s 2SLGBTQ+ communities and allies, reflecting our belief that community strength is rooted in inclusivity and shared understanding.

Our partnership with Bridges Niagara further strengthened that commitment. Together, we supported newcomer families and women through the Driving Our Future Together seminar series — a four-day program designed to build driving knowledge and confidence for women new to Canada. We also supported Bridges’ Folk Arts events and were recognized by the organization for our ongoing work helping New Canadians settle into life in Niagara — a reflection of our shared belief in building a community where everyone belongs.

We also extended our education and empowerment efforts to local youth through Student Driver Seminars with FACS Niagara. These sessions provided practical guidance on licensing, car ownership, and maintenance — helping prepare the next generation of safe, confident drivers and fostering independence for young people beginning their driving journeys.

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Advocating for a Safer, More Sustainable Niagara

Safety and sustainability remain at the heart of CAA Niagara’s advocacy efforts. In 2025, we focused on creating safer roads, greener transportation options, and a deeper public understanding of how all road users — drivers, cyclists, pedestrians, and roadside workers — can share space responsibly.

Road Safety and Education

Through national research and local education campaigns, CAA Niagara continued to lead important conversations about road safety. Our Slow Down, Move Over campaign reminded drivers to protect roadside workers and first responders, reinforcing that every small action behind the wheel can save a life. We supported Ontario Students Against Impaired Driving (OSAID) as youth across the province led peer-driven initiatives promoting sober, responsible driving.

Nationally, CAA partnered with Miovision on an Intersection Safety Study — the largest of its kind in Canada — analyzing over 600,000 near misses to identify road design improvements that reduce collision risk. Locally, we worked to promote bicycle and pedestrian safety, ensuring that everyone, regardless of how they travel, can move through Niagara safely.

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Sustainable Mobility

As transportation evolves, CAA Niagara is helping the region move toward cleaner, more sustainable mobility — both on the road and within our own operations. In 2025, we continued greenifying our fleet, expanding the use of hybrid and electric vehicles and converting more roadside trucks to propane, reducing emissions and improving efficiency.

Through Niagara Airbus, shared travel options are reducing single-passenger trips across Southern Ontario, while AAPEX Driving Academy continues to educate new and experienced drivers on safe, efficient driving habits that support sustainability.

We also contributed to a CAA National E-Bike and E-Scooter Safety Study, exploring opportunities for safer shared mobility, and hosted the EV Showcase at Niagara Pen Centre, connecting residents with experts from the EV Society, Plug’n Drive, and CAA to learn more about going electric.

Together, these initiatives — from greener operations to education and shared travel — reflect CAA Niagara’s commitment to building a safer, smarter, and more sustainable future for Niagara.

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Partner Highlights

Community Boost

Celebrating Living Our Values

The Living Our Values Awards are more than recognition—they’re a reflection of what defines us as an organization. Guided by our core values—Service Excellence, Integrity, Teamwork, Respect & Inclusivity—and our commitment to our three pillars: employees, members, and community; these awards honor those who truly embody what we stand for. Their actions inspire us all to aim higher, collaborate better, and continue building a culture where excellence thrives.

Melisa Ersoy is not only committed to delivering outstanding service and satisfaction, but she also seeks out innovative solutions that bring added value to our organization. She demonstrates dedication to continuous improvement, setting a benchmark for excellence in everything they do.

She fosters an inclusive environment where everyone feels respected and supported. Always ready to step in, contribute, and make a difference, Melisa embodies the very spirit of service excellence.

Melisa Ersoy

Service Excellence

Dolores acts with honesty and honor, even when no one is watching. She is transparent and fair in every interaction, treating colleagues, members, and partners with genuine respect. Her word is her bond. Dolores upholds her commitments and maintains standards, holding themselves accountable even when it means going above and beyond.

Dolores leads by example, fostering trust and credibility throughout our organization and inspiring others to do the same.

Dolores Jasmine

Integrity

Heather encourages colleagues to work together, recognizing that the best results come from harnessing diverse talents and perspectives.

She exemplifies integrity and professionalism, thoughtfully addressing challenges and safeguarding both her teammates and the business.

Heather is always willing to lend a hand, foster a culture of trust, respect, and efficiency—creating an environment where everyone feels valued and supported. Through her actions, she inspires unity and demonstrates that success is a shared achievement.

Heather Twining

Teamwork

Christine respects individual differences and actively creates opportunities for inclusion. Through her actions, she demonstrates an unwavering commitment to equity, diversity, and inclusivity.

She approaches every interaction with genuine care, listening with understanding, and without judgment. Her respect for others shines through everything they do, fostering a culture where everyone feels welcome and appreciated. Christine doesn't just love what they do—they make others love being part of the team.

Chrisitne Cronier

Respect & Inclusivity

Trevor is such a positive presence in the workplace, encouraging teamwork, integrity, respect, and inclusivity. He welcome new hires with open arms and supports them as they join our organization.

Beyond the office, he makes a meaningful impact in the community through volunteer work, charity initiatives, and fundraising efforts that strengthen Niagara and showcases his commitment to improving lives.

And when it comes to our members, Trevor never settles for ‘good enough.’ He focuses on service excellence every single day, always looking for ways to improve and put members first. His reliability, care, and integrity inspire trust through a lead-by-example approach.

Trevor Powell

Three Pillar Award

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About Us

CAA Niagara is a not-for-profit membership organization that offers roadside assistance, insurance, travel and rewards. We serve Members in the Niagara Region with five branch locations in St. Catharines, Niagara Falls, Welland, Thorold and Grimsby.

Contact Us

Have questions about our programs or business partnerships?
Our support team is here to help.

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