Amarillo ISD Case Study

Transforming instructional coaching and building sustainable leadership capacity across the district

Partner Snapshot

Organization

Amarillo Independent School District (AISD) is a traditional public school district serving 25,000 PreK-12 students

Student Demographics:

48-50% Hispanic, 34% White, 12% Black

Partnership

Amarillo Independent School District (AISD) is a traditional public school district serving 25,000 PreK-12 students

Student Demographics:

48-50% Hispanic, 34% White, 12% Black

Partner:

Samantha Holder, Director of Elementary Academics

Engagement Duration:

1 year of partnership with VJR Consulting Firm

The Challenge

Navigating Significant Instructional Transition

The Context

Samantha Holder, Director of Elementary Academics, Amarillo Independent School District first experienced Dr. Riley’s while attending a professional development session he was leading. She was immediately struck by his depth of knowledge, practical expertise, and lived experience in schools.

When VJR Consulting Firm began partnering with AISD, the district was navigating a significant instructional shift. Leaders had adopted new, higher quality instructional materials to strengthen student learning across campuses. At the same time, they made the strategic decision to eliminate Instructional Specialist roles and transition those team members into Instructional Coaches.

Previously, Instructional Specialists were subject matter experts, the trusted “go-to” leaders for guidance within their content areas. The new Instructional Coach role required more. Coaches were expected not only to maintain deep content expertise, but also to develop the skill of coaching teachers, ensuring that strong instructional materials translated into meaningful classroom practice and resonated with students. It was a bold move that elevated expectations for leadership and instructional impact across the district.

"The district needed to ensure that coaches were not only trained, but equipped to lead meaningful change from day one."

Dr. Vernon leads a professional learning session with AISD instructional coaches in Summer 2025, kicking off the yearlong partnership

The VJR Approach

Strategic Partnership & Implementation

The Engagement

Recognizing the magnitude of the transition, Ms. Holder chose to partner with VJR.

"I knew it was a big job and I wanted to ensure that the coaches had the support and resources they needed from day one. I knew VJR would be able to deliver."

From the outset, Ms. Holder was clear about her vision. She wanted to anchor the work in research based practices, including the coaching principles outlined in Paul Bambrick-Santoyo's Get Better Faster. She also knew Dr. Riley was deeply familiar with those frameworks and could translate them into practical systems. Expectations were high and the results exceeded them.

The Experience

Ms. Holder describes the partnership as transformative. Staff feedback after sessions has consistently been positive, with leaders describing the work as practical, actionable, and empowering. In fact, in surveys given to attendees following each professional development session led by VJR consultants, 100% of participants agree or strongly agree that the content and facilitation was high-quality, will make them better leaders, and that they are a valuable use of their time. Many staff members even noted that they are gaining so much more confidence by participating in the sessions.

One of the most significant shifts has been cultural. AISD had previously attempted to build a culture of feedback, but it had not fully taken hold. “Dr. Riley modeled what real time feedback looked like and showed us it wasn’t as intimidating as people feared. Now it’s an integral part of our culture.”

What sets VJR apart, according to Ms. Holder, is the ability to customize without sacrificing rigor. “You cannot truly customize without vast knowledge and experience. The team at VJR Consulting walks the talk. That’s evident in the resources, structures, and systems they created specifically for us.”

"The work never felt generic. It felt designed for AISD's context, leaders, and goals."

What Set VJR Consulting Firm Apart

Adaptability

The VJR team flexed between strategy and execution, ensuring support was aligned to Amarillo ISD’s evolving needs while staying focused on what actually moves schools forward.

Deep Expertise

VJR brought deep experience in instructional leadership and coaching systems, helping district leaders troubleshoot challenges and connect multiple levers of school improvement.

Structure with Humanity

Clear systems were paired with a supportive, approachable coaching style that helped leaders feel comfortable receiving and delivering feedback.

Amarillo ISD leaders rehearse and give each other feedback during a virtual session facilitated by VJR Consulting Firm (breakout room screenshots)

The Impact

Transforming Leadership & Student Outcomes

From Learning to Leading

Across the 2025–2026 school year, Amarillo ISD elementary coaches participated in 7 monthly, half-day professional learning sessions with VJR Consulting, generating over 115 post-session survey responses. Coaches consistently experienced these sessions as highly engaging, practice-based, and immediately actionable. Survey data revealed overwhelmingly positive feedback across every measured category:

➡️ 99% agreed/strongly agreed the sessions offered high-quality content

➡️ 97% agreed/strongly agreed the facilitation was high quality

➡️ 98% agreed/strongly agreed the sessions were a valuable use of time

➡️ 99% agreed/strongly agreed the learning improved their effectiveness as leaders

➡️ 97% agreed/strongly agreed they felt prepared to implement what they learned

➡️ 97% agreed/strongly agreed communication and materials were clear, organized, and accessible

As one participant shared, “Everything we did today helped me feel prepared to facilitate my next practice clinic,” while another noted, “Clear, concise, actionable work.”

Taken together, this volume of data and consistency of feedback across sessions point to a clear impact in Amarillo ISD: these sessions are not only high-quality, but are directly strengthening coaches’ ability to lead instruction, support teachers, and drive meaningful improvement in teaching and learning across campuses

Dr. Vernon provides feedback to an instructional coach on the quality of her objective for an upcoming PD session with her teachers.

The most visible impact has been in the skill and confidence of instructional coaches.

"Coaches now see that they can have the conversations that truly move the needle and impact student achievement."

Coaching conversations are sharper. Feedback is more focused. Leaders are clearer about what high quality instruction looks like and how to support it.

Across campuses, implementation of key instructional structures has strengthened. Students are more engaged in learning, and leaders report that the concerns coaches once voiced about stepping into their new roles have largely been resolved.

"The transition from content expert to instructional coach is no longer a point of uncertainty. It is now a position of influence and leadership."

Long-Term Value

Just a few months into the partnership, the work continues to deepen. Coaching conversations have become more precise and high leverage. Coaches are better able to identify the most important action that will drive instructional improvement. Leaders are seeing how systems, feedback, professional learning, and student outcomes connect.

"The growth has been tremendous, and I could not be happier. I would recommend VJR to any colleague facing similar challenges."

For AISD, the partnership has not simply improved coaching. It has strengthened leadership capacity across the district and created sustainable systems that continue to impact teachers and students.

"I knew Dr. Riley could implement a structure that worked for our team. What I did not anticipate was how the scope and sequence of the work would continue to refine and evolve over time. The work expanded beyond coaches to include principals as well. That's how valuable it's been."

AISD elementary principals attend professional learning session with Dr. Vernon in February 2026 on coaching their instructional coaches and sustaining the work.

Testimonials

Hear from AISD coaches on their experience working with Dr. Vernon and VJR Consulting Firm.

"Working with VJR Consulting has been great. We have received fantastic feedback from our staff on every single session VJR has hosted."

"The team at VJR has helped us remove a lot of barriers as it relates to giving feedback to each other. They have taught us how to give feedback in a way that is low stress and low risk, allowing us to build a strong culture of feedback."

"Vernon utilized the guided release model of instruction, allowing us to learn how to plan for a feedback session before turning us loose to write a feedback session that I could use tomorrow. Great job!"

Ready to Transform your District?

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This Work Is a Strong Fit For Districts That:

Want to build leadership capacity across campuses—not just provide one-time training

Are navigating instructional change and need aligned, practical support

Need systems that translate into consistent classroom practice

Are looking for professional learning that is actionable, not theoretical