35 Years of Making News: Alpha & Omega’s Mark in the Media
March 20th, 2026
From the beginning, the unique nature of security on horseback has drawn the attention of media wherever A&O appears. We’re grateful for the many reporters who have told our story and put our company in the press and on the airwaves. The coverage started right away with our first days of riding as mall security officers. Local papers and regional and trade magazines found our story of interest to their readers. It’s interesting to look back at how the media has changed along with us in the past 35 years.
Early newspaper stories like the one from Boulevard Mall in Las Vegas in 1997 touted the visibility of Troopers, the height they reached above cars, and the likability of horses by shoppers. They were the first to realize the popularity of mounted security officers with the public, especially with children. By this time, A&O provided public safety for some 30 shopping centers across the United States, but Boulevard Mall was the first in Nevada.
Harrisburg East Mall in Pennsylvania saw the mounted patrol as a way to attract customers and advertised their presence along with a safety fair and sales promotion. We have found this to be the case throughout the years and have been the centerpiece of many events used to draw in customers. These include Christmas Santa arrivals, National Night Out promotions, kids’ safety fairs, law enforcement appreciation events, and more. Fun Fact: The Trooper in the photo is Frank Keller, CEO and Founder of Alpha & Omega, on his beloved horse Nap.
As mall work expanded for Alpha & Omega, the industry began to take notice. Several shopping center publications included stories about the company. The leading journal in the 90s was Shopping Centers Today, which featured A&O when it was still being called The Royal Courtesy Mounted Patrol. When the security element became more and more apparent, the company name evolved to Alpha & Omega Mounted Security Patrol in ___.
The business model of Alpha & Omega captured the attention of editors at Forbes Magazine as the company expanded throughout the United States. The reporter wrote a thorough history of the company, even including how CEO Frank Keller’s father joined him in the business as it grew and provided capital when times got tough. Keller explained how he used U.S. Cavalry Field Manuals at the Library of Congress as a resource for his first Standard Operating Procedures Manual, a detail that helped him acquire liability insurance. (Yes, he personally went to the library to research the field manuals.) The Forbes reprint plaque still holds a place of honor in the Southlake home office.
As our presence grew across the country, local media took notice and wanted to feature the success story in their hometown. Alpha & Omega’s headquarters are in Southlake, Texas, a part of the Dallas/Fort Worth Metroplex. Many area publications came to tour our office/arena complex and included stories and photos of the company in their newspapers.
A&O horses were frequently the subject of media stories. The highly trained horses represent a wide range of breeds. One of the most popular of those is the draft horse. In 2005, Draft Horse Journal came calling for permission to write an article. The spread they produced gave a thorough and beautiful look at these remarkable workhorses.
Paint horses, another beautiful and popular breed favored by Troopers, were given their own press coverage in this issue of Paint Horse Journal in 2004.
Safety is another important topic for reporters, and A&O has always provided a slightly different perspective on public safety. Many industry publications covered the unique way mounted security solved many specialized problems. In 1998, Law and Order Journal featured how Sacramento law enforcement added mounted units to help with unruly crowds in public parks. They further explained how the trend was catching on in major cities across the country as well as in government entities like the Pentagon. Much of the article was centered around Alpha & Omega as the only private mounted patrol company that worked nationwide.
As early as 1995, Crowd Management magazine was publicizing the advantages of mounted security. The writer recognized the “high platform from which to see the crowd” as one of the chief reasons to use mounted security at mass gatherings. In 1997, the respected Equus magazine published an interview with CEO and Founder Frank Keller. Keller spoke of both the law enforcement role and the public relations function of Troopers. And, in 2002, Security Management Magazine spoke of the heightened awareness of the need for increased security visibility following the attack on the Twin Towers. They covered the many ways mounted security could fill the gaps with mounted officers.
One thing that has always differentiated Alpha & Omega is its commitment to excellence in both rider and horse. A rigorous recruiting and interviewing process has been designed over the years to get the best and the brightest of equestrian professionals. To complete the hiring process, both rider and horse must pass a riding exercise to demonstrate all the skills needed to provide public safety in mass gatherings. After they are hired, they also must complete on-the-job training and an annual riding academy. Many reporters have covered these academies from both print and visual media.
Alpha & Omega began branching out from shopping mall work in 1996 when the jam band Phish invited them to provide security for its Clifford Ball. Little did Keller know, but this client would launch the company into becoming a powerhouse in the business of music festival security. They went on to serve at all 15 Phish festivals and to this day in 2026, they provide festival public safety for Coachella, Stagecoach, Outside Lands, Hardly Strictly Bluegrass, and the nation’s other best-known music gatherings. This, of course, opened a whole new category of news coverage.
No festival or other mass gathering attracts more media attention than the Super Bowl. In 2004, Alpha & Omega was proud to be a part of the comprehensive security plan for The Woodlands when the game was played at Houston’s Reliant Stadium. We were featured in the Houston Chronicle when plans were made to boost our patrols to protect visitors. The Woodlands, an A&O year-round client for 30 years, has a nationwide reputation for its stellar security record. They were more than ready for the challenges brought by the Super Bowl crowds, and their high visibility with A&O Troopers was one of their essential components.
Extreme weather has been the focus of many articles, and we are always happy to explain all the ways we keep our riders and horses safe as well as serve the public. In 2011, this story helped educate customers of The Woodlands Mall on the precautions to take in summer heat.
Mounted patrol publicity would expand throughout our 35 years, growing as media outlets grew. In the early 2000s, Alpha & Omega began an aggressive public relations and advertising campaign. One of our first ads was in a trade journal called Security Magazine. This publication was read by many industry leaders who were responsible for hiring security for arenas, mixed-use developments, stadiums, malls, and other mass gathering places. Through the decade, we expanded ad insertions to publications read by potential riders to recruit Troopers throughout the nation.
The last 20 years have seen an explosion in media and in A&O exposure to many consumers of that media. The 24-hour news cycle provides many platforms for coverage, and A&O has been lucky to be a subject of so many of them. These include magazines, newspapers, trade publications, television, social media, radio, and online media.
One event that has grown over the years is the annual National Night Out. Many communities celebrate public safety with a gathering featuring all the law enforcement and security entities that work to keep their publics safe. The Woodlands Mall event has grown over the years to a 2-night event with dozens of activities. The mounted patrol is always proud to be front and center at this important event to educate people about safety. And, we are always grateful when our clients include us in their publications.
In 2015, we took the A&O show on the road, scheduling appearances at trade shows, rodeos, conventions, and other events. We polished the company image with a professionally designed and executed booth and tent. Even in the early days, before all the new equipment, we were often positioned to be filmed by television crews covering the many activities we helped with.
As electronic media takes over the multimedia landscape, A&O has learned to employ many devices to keep our story before the public. We regularly post on Facebook and Instagram. We maintain our website at www.mountedpatrol.com, including company history, personnel, contact information, press releases, photos, kids’ news, client list, services, and recruiting. We also provide links to our companion companies Kel Executive Services and Global K-9 Systems.
