Red Coat Ambassadors: Improving the veteran experience

The Red Coat Ambassador Program is part of the new culture of customer service at VA Medical Centers across the country.

VA hospitals in Orlando, Florida, Minneapolis, Minnesota, and Atlanta, Georgia were the first facilities to pioneer the program. Today, all VA medical centers across the country have implemented a Red Coat Ambassador program. VA employees and volunteers greet Veterans, their families and caregivers with a smile, and help them find their way around their facilities.

But what makes a good ambassador? Patient relations assistant, Michael McKnight, believes the standards should always be as high as the commitment Veterans made to our country.

“A Red Coat Ambassador is a person who is going to be out front,” said McKnight. “We really try to show the Veterans love as we escort them to their daily schedules.”

Learn more about how VA is improving Veterans experience at


Reynaldo Leal

– Reynaldo Leal is a public affairs officer for VA’s office of Digital Media Engagement and member for the VAntage Point’s staff. He is a proud Marine Corps Veteran who deployed to the Al Anbar Province with 3rd Battalion 5th Marine Regiment in 2004 and 2006. He also took part in some of the heaviest fighting during Operation Phantom Fury in 2004.