w w w. n a t s o .

c o m

THE MEMBER MAGAZINE OF NATSO, REPRESENTING THE TRUCKSTOP AND TRAVEL PLAZA INDUSTRY

The In Crowd

MARCH/APRIL 2012

Innovation, information and interaction at The NATSO Show 2012

Travel the world with NATSO Managing online feedback

Charlie Bosselman at his fathers NATSO Hall of Fame induction

Tribute to Chuck Bosselman

CHAIRMANS LETTER

See What Spring 2012 Can Do For You

s we move into 2012, there are things around us that let us know that spring is almost here. There are many

always a hit and a great time to mingle and meet the elected officials and their staff. The next morning, NATSO members gather together for breakfast with a guest speaker usually a representative from Congress. The NATSO members are briefed on the travel plaza industry legislation and other topics up for discussion within the House and Senate. After breakfast, NATSO members are turned loose for the day, with their schedules in hand and appointments and talking points in their mind. Every NATSO member meets with their elected officials or their staff to discuss challenges facing their travel plaza. If you are new to the Day on Capitol Hill, dont worry. An expert from the NATSO staff will assist you in the meeting and help you get your point across. You will stay busy all day with appointments and meetings in both buildings. At the end of the day your legs are tired and your feet are sore, but you are refreshed knowing that you made a difference for your business by being in Washington, D.C., and on Capitol Hill. I urge you to consider making spring 2012 one you wont forget. Get involved in the NATSO Day on Capitol Hill. Go see your elected officials at their office. You will be impressed with what you can do. Best regards,

things that remind me of spring garden stores gearing up with flowers and trees, kites flying in the park and playgrounds becoming busy with children. Somehow, the sun feels warmer, but one of the most powerful reminders of spring in my mind is the image of buses loaded with NATSO members eagerly making their way through the narrow streets of Washington, D.C., toward Capitol Hill. It is an incredible sight to see each spring. Buses pull up to the steps of the House and Senate buildings and suddenly the sidewalks are overtaken with NATSO members. They are all dressed professionally as they make their way up the steps. The first evening begins with the annual NATSO Congressional Pie Reception. The event will make you stand back in awe as you watch the reception room flood with Congressmen, Congresswomen and their staff elbowing their way to the table to get a piece of pie. The annual NATSO Congressional Pie Reception presents dozens of pies spread across long tables; all the pies are compliments of NATSO members travel plazas and truckstops from all over the area. The elected officials and their staff love the pies, and it is

Darrin Flitton

Darrin Flitton 2012 NATSO Chairman

MARCH/APRIL 2012

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M ARCH/APRIL 2012

CONTENTS
COLUMNS FEATURES

Chairmans Letter Spring into action

13 World Wise the Lessons from

26 Operator to Operator How have you upgraded?

DEPARTMENTS

NATSO International Study Tour

6 8 10

A Message from the Editor NATSOs new website NATSO Welcomes New NATSO members Foundation Update Chuck Bosselman is inducted into the NATSO Hall of Fame

Social 16 Get social media Use to connect with your customers

the Hill 19 Messages From experts Advice from the

24 Member Profile Big Cabin Travel

Plaza is still thriving after 57 years

21
The NATSO Foundation 1737 King Street, Suite 200 Alexandria, VA 22314

CONTACT US

Cover Feature: The NATSO Show 2012 Highlights from Las Vegas
Email: editor@natso.com Phone: (703) 549-2100

We Want to Hear From You!

Do you have comments, ideas or suggestions? Dont hesitate to contact us.

Chairman Darrin Flitton President & CEO Lisa J. Mullings Editor Amy Toner Associate Editor Mindy Long

Stop Watch is published bimonthly by the NATSO Foundation, 1737 King Street, Suite 200, Alexandria, VA 22314. Copyright 2012 by the NATSO Foundation. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without written permission of the publisher. All editorial materials are acceptable and published by Stop Watch on the representation that the supplier is authorized to publish the entire contents and subject matter. Such entities and/or their

agents will defend, indemnify and hold harmless Stop Watch and the NATSO Foundation from and against any loss, expense or other liability resulting from claims or suits for libel, violation of privacy, plagiarism, copyright or trademark infringement and any other claims or suits resulting from the editorial materials. Periodicals postage 024-723 paid at Alexandria, VA and other mailing offices. POSTMASTER: Send address changes to Stop Watch, 1737 King Street, Suite 200, Alexandria, VA 22314

MARCH/A WATCH JULY/AUGUS T 2 011P R I L 2 0 1 2 STOP

A MESSAGE FROM THE EDITOR

NATSOs New Website

A wealth of knowledge is a click away

BY AMY TONER

ere at NATSO, we recently launched some exciting changes to our website, and we are certain weve created a one-stop resource for all of your business and industry information needs. We are constantly inspired and impressed by the innovation and passion you bring to your locations. We tapped into that inspiration and designed this site with you in mind.

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Timely updates on the issues that matter most to truckstop owners and operators can be easily accessed on the site.

view of the industrys top issues. To make it even easier to surf our site, we have placed quick links on the right-hand side of the site. You can look at the top 10 links, which weve sorted by the newest, most popular, most discussed and editors picks.

A place to exchange ideas

The site also features a blog where staff and guest bloggers will share timely posts you can relate to. Wed love to have you take a moment to click on the social media icons on the site and connect with us via Facebook, YouTube or Twitter. We want to have a conversation with you and the web makes it easier than ever for us to connect. Please visit us at www.natso.com, click around and explore We have created a more navigable website with additional resources, a new design and a NATSO blog to support your operations. Our new site will make it much easier for you to find and share resources. the wealth of information that is at your fingertips. Were excited for you to see the new features weve created for you. Our goal is to serve you, so please reach out to any member of NATSOs staff if there is a feature we can bring to the website to better meet your needs.

Valuable and timely information

Weve broken the site into four main sections: Truckstop Business, Fuel & Trucking, Industry Trends & News and Great Ideas. Each section contains specific information so you can drill down to the details that will help you optimize your operations. For example, when you click on Truckstop Business, you will see you can learn more about Human Relations, Marketing, Operations, Technology, Leadership & Strategy and Regulatory. From detailed information about the latest fuel payment options to trends to watch, the new site is packed with the information you need. Weve also provided a separate heading so you can jump quickly to our key issues. We know commercialization, tolling and privatization, fuel issues, credit/debit fees and regulatory issues directly affect the way you do business, and NATSO staff is working every day to protect your interests on Capitol Hill. Click on any of the links to learn more about how were representing your interests. Were replacing the print version of Action Report that has appeared in Stop Watch with this vast network of online resources, which we can update in a timelier fashion. We know your time is valuable and we want you to have an at-a-glance

MARCH/APRIL 2012

NATSO Welcomes New Allied and Travel Plaza Members

New Travel Plaza Members All American Auto Plaza P.O. Box 12 Wellsville, UT 84339 PHONE: (435) 760-5100 CONTACT: Steve Kyriopoulos American Auto Stop 273 Clarks Falls Rd. North Stonington, CT 06359 PHONE: (860) 599-2020 CONTACT: Travis Burr American Truck Plaza 1460 North Ridge Rd. Milton, PA 17847 PHONE: (570) 742-2663 CONTACT: David Grewal Barneys #33 P.O. Box 6494 Yuma, AZ 85366 PHONE: (928) 342-2696 CONTACT: Patrick Rook Cactus Corner Truck Stop Hwy. 9 & Hwy. 36 South Hanna, AB T0J-1P0 PHONE: (403) 854-5000 CONTACT: James Rea Clean Energy Fuel Station 3400 East I St. Wilmington, CA 90744 PHONE: (562) 493-2804 CONTACT: Les Stinson Dade Corners MarketPlace 17696 S.W. 8th St. Miami, FL 33243 PHONE: (305) 553-6203 CONTACT: Isidro Almirall Dade Corners Plaza 16650 N.W. 27th Ave. Miami Gardens, FL 33054 PHONE: (305) 623-3434 CONTACT: Isidro Almirall Dads 113 Travel Center 6485 S. Overland Idaho Falls, ID 83402 PHONE: (208) 552-0113 CONTACT: Kevin R. Bird Eagles Landing (Beaver) P.O. Box 610 Beaver, UT 84713 PHONE: (435) 438-5191 CONTACT: Mark Yardley Eagles Landing (Scipio) 810 North 800 West Scipio, UT 84656 PHONE: (435) 758-2345 CONTACT: Mark Yardley Edmonton Truckland 16806 118th Ave. Edmonton, AB T5V-1M8 PHONE: (780) 455-1111 CONTACT: Steve Ahn Ernies Truck Plaza 1035 N. Main Beaver, UT 84713 PHONE: (435) 438-5846 CONTACT: Dan Ipson Flying J #845 Grassland Dealer 1st Street and 1st Ave. Grassland, AB T0A-1V0 PHONE: (780) 525-2295 CONTACT: Ryan Park Gateway Travel Center 175 Kokanee Way Kamloops, BC V2C-6Z2 PHONE: (250) 573-3027 CONTACT: Sharon Lorence L.W. Miller Travel Plaza 1674 West 1100 South Perry, UT 84302 PHONE: (435) 723-9999 CONTACT: Kent Stratford Marion Travel Plaza 3365 Sugar Hill Road Marion, NC 28752 PHONE: (828) 738-8700 CONTACT: Tommy Kim Midway Travel Plaza 6401 Highway 40 W. Columbia, MO 65202-9164 PHONE: (573) 445-9466 CONTACT: Joe Bechtold Nanton Truckstop 2810 21st Ave. Nanton, AB T0L-1R0 PHONE: (403) 646-3181 CONTACT: Rakesh Arora Pilot Dealer #880 Port Jervis 15 Rte. 23 S. Montague, NJ 07827 PHONE: (201) 906-5566 CONTACT: Nasser Awad Pine Grove Truckstop and Travel Plaza 482 Suedberg Rd. Pine Grove, PA 17963 PHONE: (570) 345-8800 CONTACT: David S. Frew

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Road King Travel Center 4949 Barlow Trail S.E. Calgary, AB T2B-3B5 PHONE: (403) 569-6250 CONTACT: Steve Ahn Road Ranger, LLC Locations PHONE: (815) 387-1700 CONTACT: Jason Brinks Locations in: Elk Run Heights, IA; Champaign, IL; Dixon, IL; Hampshire, IL; Loves Park, IL; Mendota, IL; Okawville, IL; Ottawa, IL; Princeton, IL; Rochelle, IL; Rockford, IL; South Beloit, IL; Springfield, IL; Tuscola, IL; Winnebago, IL; Brazil, IN; Greenwood, IN; Lake Station, IN; Fenton, MO; St. Roberts, MO; Cottage Grove, WI; East Troy, WI; Oakdale, WI Sadler Travel Plaza Dunn 65 Sadler Rd. Dunn, NC 28334 PHONE: (910) 892-0106 CONTACT: Herman Sadler, Jr. Sadler Travel Plaza Emporia P.O. Box 191 Emporia, VA 23847 PHONE: (804) 634-4312 CONTACT: Herman Sadler, Jr. Sadler Travel Plaza South Hill 1011 E. Atlantic St. South Hill, VA 23970 PHONE: (434) 634-7129 CONTACT: Herman Sadler, Jr. Sonterra Travel Center 11710 North Interstate 35 Jarrell, TX 76537 PHONE: (512) 746-4341 CONTACT: Mona Lakhani

Sunshine Plaza of South Florida 12200 NW S. River Drive Medley, FL 33178 PHONE: (305) 883-1004 CONTACT: Jorge Gonzalez Wings America Travel Center 7005 N. Chestnut St. Avoca, IA 51521 PHONE: (712) 343-4007 CONTACT: Lamar R. Rowe New Allied Members Antea Group 780 E. Market St., Suite 120 West Chester, PA 19382 PHONE: (484) 887-0296 CONTACT: Tristan Steichen EMAIL: tristan.steichen@anteagroup.com WEBSITE: www.anteagroup.com CDI/AirBlueFluids Inc. P.O. Box 9083 Brea, CA 92822 PHONE: (714) 990-3940 FAX: (714) 990-4073 CONTACT: Carlos Cervantes EMAIL: cac@cervantes-delgado.com WEBSITE: www.airbluefluids.com Country Kitchen International 1289 Deming Way, Suite 212 Madison, WI 53717 PHONE: (608) 203-7620 FAX: (608) 826-9080 CONTACT: Chuck Mocco EMAIL: cmocco@countrykitchen.net WEBSITE: www.countrykitchenrestaurants.com

Electrolux Professional Laundry 461 Doughty Blvd. Inwood, NY 11096 PHONE: (516) 371-4400 FAX: (516) 371-4204 CONTACT: John Sabino EMAIL: jsabino@laundrylux.com WEBSITE: www.laundrylux.com Fuelman Network 655 Engineering Drive, Suite 300 Norcross, GA 30092 PHONE: (800) 877-9019 ext. 18182 FAX: (678) 969-7656 CONTACT: Sidi Brahim EMAIL: sbrahim@fleetcor.com WEBSITE: www.fuelman.com Generac Power Systems S45 W29290 Hwy. 59 Waukesha, WI 53189 PHONE: (262) 544-4811 FAX: (262) 968-1790 CONTACT: Sean Miller EMAIL: sean.miller@generac.com WEBSITE: www.generac.com Musco Lighting 2220 Cluster Oak Drive, Suite H Clearmont, FL 34711 PHONE: (352) 243-9999 FAX: (641) 672-1996 CONTACT: Karl Severance EMAIL: karl.severance@musco.com WEBSITE: www.musco.com

MARCH/APRIL 2012

Honoring The Boss

Chuck Bosselman inducted into NATSO Hall of Fame

ithin todays truckstops, movie theaters, private showers and fast-food franchises are common,

Fred Kirschner, Chuck Bosselman and Lamar Perlis all helped build the truckstop industry.

but at one time they were cutting edge, and one man Chuck Bosselman was a driving force behind them. Chuck was a true visionary within the industry. Sometimes hed come up with an idea and Id think it was the craziest thing in the world, but it would work out, said his son Charlie Bosselman. Jimmy Haslam, chief executive officer of Pilot Flying J, said, Chuck Bosselman was a true pioneer in the truckstop hospitality business. He was one of the creators of the Ambest network and, of course, the driving force behind Bosselman truckstops. He has done a tremendous job of putting together a nationwide chain of stops, which bear the Boss name. At The NATSO Show 2012, the NATSO Foundation honored Chuck for his dedication to the truckstop and travel plaza industry, his fellow operators and his community by inducting him into the NATSO Hall of Fame. The award recognizes individuals in the industry whose participation in their communities, the industry and the association brings honor to and serves as a source of pride for the travel plaza and truckstop industry. Roger Phillips, manager of truckstop sales, Bridgestone, called Chuck the John Wayne of the truckstop industry, saying he was one of the toughest, kindest and smartest people he has known. Chuck didnt look at things like they are and say, That is just the way they are. He looked at things as they could be and made them that way, Phillips said. He thought about the future more than any man I ever knew. Todd Carpenter, a Subway development agent who has worked with the Bosselmans, said, He ran great operations. He looked for every opportunity to take good care of his people.

Building a legacy
Chucks father, Fred, founded the first Bosselmans location in 1948. In 1967, Chuck became general manager of the Grand Island Interstate 80 Bosselman
The Boss gets behind the wheel.

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The Bosselman family supports their community. Chuck Bosselman and his mother Maxine attend an event.

frequented his locations. He also knew that you could have all the gimmicks you want, but you have to take care of the customers, Charlie said. Chuck saw the validity to bringing together independent truckstop owners to market together, Charlie said. Within his community, Bosselman supported many organizations, including the American Red Cross, Zion Lutheran Church, Boy Scouts of America and Girl Scouts of America. The Bosselman family has also supported the Heartland United Way Crisis Center, Childrens Miracle Network, MADD, Make-A-Wish Foundation, DARE, Goodwill Industries, the Arthritis Foundation Nebraska Chapter and the National Cancer Society Foundation. Chucks success came down to his genuine concern for the people who Haslam said, As good a businessman as Chuck was, he was an even better person. Chuck never met a stranger, was a friend to all and literally lit up a room whenever he walked in. Since 2004, the NATSO Hall of Fame award has been presented only four times. Members of NATSOs executive committee and past inductees to the Hall of Fame select the recipient. Charlie accepted the award on his fathers behalf.

Truck Plaza. Through the 1970s, Chuck expanded the business into 20 states. Chuck passed away in January, leaving a legacy within the truckstop and travel plaza industry that spans decades. Today, the company has more than 1,400 employees and includes a Bosselman Travel Center, six Grandma Maxs and Maxs Highway Diner restaurants, 42 Pump & Pantry convenience stores, 34 Boss Shops, Sam Bass Saloon & Steakhouse, one Hampton Inn, six Motel 6s and three Pump & Pantry Motels. Bosselman spent countless hours volunteering for the NATSO board of directors and the NATSO Foundation. As one of the founding members of Ambest,

Nominate a Leader
Do you know an individual in the industry whose participation in their community, the industry and our association brings honor to and serves as a source of pride for the travel plaza and truckstop industry? You do not need to be a member of NATSO to nominate an individual or be nominated. To learn more and access the online nomination form, visit www.natso. com/natsofoundation/halloffame Nominations accepted until Aug. 31.

A longtime racing fan, Bosselman loved working on his cars.

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S AV E T H E D AT E

May 14-16, 2012

Join us in Washington to fight for your business!

Grand Hyatt Washington, D.C. at If you have any questions, please contact Brad Stotler
bstotler@NATSO.com or (703) 739-8566. 12 www.natso.com
MARCH/APRIL 2012

Stores in Ireland offer a wide variety of food options.

Lessons from Around the Globe Truckstop operators find

a world of information by visiting other countries
BY MINDY LONG

See What You Missed

Tour participants had their cameras along on the trip and have graciously shared their photos with NATSO. To view a slideshow, visit www.natso.com.

The biggest takeaway was that, uniquely, we all have similar problems and similar answers, said Dan Alsaker, Broadway Truck Stops, who participated in the tour. It

W
operations.

hat happens when independent operators leave their businesses in the U.S. and connect with their peers from 22 different

countries? They get the opportunity to visit some of the most innovative retail and petroleum formats abroad and walk away with new ideas and insights that they can apply to their In September, NATSO members traveled to Dublin and London as part of NATSOs International Study Tour. In addition to site visits, operators took part in interactive presentations, exhibitions and video case studies.

was amazing to be able to talk to people who were experiencing or had experienced things that were in now. Alsaker said he enjoyed being able to learn from his international peers. I was enamored with the South Africans and Asians and how far they had pushed the envelope in terms of convenience for their customers. The automation, the freshness of food products, the training, it was all superior to what Im
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Alsaker noted that the younger generation of customers in the U.S. make a point of seeking out freshness and quality. I have to start rethinking how I get the convenience food to go, Alsaker said. At Berkstressers locations, salty snacks are one of the biggest movers. Over there, you can find almost no salty snacks. They
Paid parking is standard in London and Ireland.

have a lot healthier choices.

Retail Innovations from Around the World

Fresh prepared foods are a huge business, he said.

currently doing as an independent operator, Alsaker said. Other NATSO participants included Bobby Berkstresser, Vesuvius, Inc., Tom Heinz, Coffee Cup Fuel Stops, and Robin Puthusseril, Greater Chicago I-55. NATSO President and Chief Executive Officer Lisa Mullings and Pamela Hayes, NATSO vice president of strategic partnerships, also attended the tour.

Going Global at The NATSO Show

Operators were so inspired by the international study tour that NATSO brought international learning opportunities to The NATSO Show. Using video case studies, presenters shared insights from U.K. and Ireland formats, including Tesco Express, Sainsbury Fresh Kitchen, Little Waitrose and the new Applegreen and Topaz convenience store and truckstop designs. Additionally, this session featured U.S. and international retailer CEO video interviews on the direction the industry is heading in the next five years. Make sure you take part in the exciting learning opportunities NATSO will present at The NATSO Show 2013, Feb. 3-7, in Savannah, Ga.

Tech tools of the trade

To improve their customers experience, the international business owners NATSO members met embraced new technologies. We saw flat-screen TVs offering daily specials or upselling something unique in the store. The screens were strategically placed and really struck a chord with how easy it is to reach your customer while they are standing at the ATM or standing at the candy aisle, Hayes said. Alsaker was impressed with a product that removed the opportunity for robbers and inside embezzling in terms of cash-handling. It is a dispensing

Fresh perspectives on food

Operators told Stop Watch they were impressed with the wide variety of fresh food offerings they saw during site visits. You saw employees in pressed, neat, clean uniforms offering you nontraditional meats, condiments, freshly made egg salad sandwiches among

other homemade non-traditional, unexpected food, Hayes said. Alsaker said about one-third of a c-stores offerings included fresh foods in addition to their sandwich and quiche offerings. In some cases, that was all manufactured off-site, especially if it was a chain, but most of the places we saw had kitchens on-site, so they were baking and assembling fresh each day, he said. So many of our products are frozen and then we bring them
Attendees inspected the fuel pumps abroad.

machine, and it is tied into the POS system and the islands. You identify what pump you are on and it will tender cash, read the cash, lock the cash up and give you change if need be. The cash is in a locked canister and neither the robber nor the cashier would have access to it, he said.
NATSO attendees on the tour take a minute to digest all they have learned.

to room temperature or reheat them.

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Small wonders
Because land is expensive in Dublin and London, operators made excellent use of the space they do have. Berkstresser said, Theyre a lot better at utilization than we are. Youll take what would be a c-store over here and it will have a deli, a very nice coffee area and a Burger King in it. To help maximize space, operators did small things, such as using upright ice cream boxes versus the lay down boxes Berkstresser uses at his location. Their presentation is absolutely gorgeous and there is no lost room, he said. In some locations, operators had turned corners of their businesses into small caf settings. These were great and filled a need for busy travelers. Even though you may have been in a convenience-store size business, the owners did not settle for the standard offering in a small square footage, Hayes said. Berkstresser is preparing to expand his c-store. I changed the kind of fixtures I will put in based on what I saw over there, he said. Hayes said, The lines were long, and it showed all of the study tour participants that you do not have to be the biggest store on the block or highway but the most unique or delightful. She suggests that NATSO members spend some time finding food and specialty items indigenous to their area, state or
Fresh food is a standard offering overseas. Operators make excellent use of limited space.

Travel and Learn with NATSO

The next NATSO International Study Tour will be Sept. 24-28 in Norway, London and Paris. A study tour gives you a learning experience like no other, Hayes said. Dont discount what you can learn from others, and be ready to step out of your comfort zone by traveling to another country. You will be very glad you accepted this adventure! The unique event will again bring the industry together and offers convenience and gas retailers from around the world a unique look into best practices in the advanced European market. The 2012 tour begins in Oslo, Norway, with hosted retail study tours, followed by the Future of Convenience conference and exhibition in London. Members should register through NATSO to receive the NATSO member discounted rate of GBP 1680 (estimated $2,665). For more information and to sign up, visit www.natso.com/calendar.

Inspiring examples
NATSO members who took part in the tour all noted how energy efficient the locations were. For example, one location had zero landfill because everything is recycled, and several locations use skylights on the canopy and collect rainwater to run the toilets. Theyre doing the same thing were doing in terms of trying to cut expenses and one of the best place is to cut expenses in energy waste and energy consumption, Alsaker said. As a result of ideas she obtained on the tour, Puthusseril hopes to improve her communication with drivers. She noticed that her peers in the United Kingdom and Ireland work hard to educate their customers. They communicate quality,

mission and core values in writing, right where the customer shops, Puthusseril said. Id love to educate our customers more and be able to demonstrate our core values by what we sell. There is great value in communicating with our drivers and letting them know why we offer certain products over others. While operators walked away from the tour with concrete ideas and examples, Puthusseril said it was the experience itself that meant the most to her. What stands out most from the
Berkstresser found new ideas for his c-store.

region, which travelers will seek out. That creativity will make them remember the business. Hayes said, Owners should walk through their businesses and ask themselves, What is the item, offering, that I provide thats memorable? If they are having trouble finding that something, then its time to rethink their food or merchandise and get busy finding that niche.

trip was the opportunity to learn, think, be creative and be inspired by all that I saw and experienced, she said.

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BY MINDY LONG

site has more than 100 million active users. LinkedIn also boasts over 100 million users. Because there are several social media sites out there, operators need to choose where to focus their efforts. Alexis Grant, a social media consultant, advises her clients to focus on two or three social media outlets, but not to try and be everywhere at once. If you try to be everywhere, you cant focus on those platforms to get where you need to be, she said. She suggests all retailers join Facebook. Beyond Facebook, I recommend looking at where your potential customers hang out. It could be on LinkedIn, Twitter, YouTube or Flickr, Grant said. Then go beyond those big five and look for a niche network. Those networks may include a web forum or a Facebook group.

odays consumers are flocking to social media. Facebook, Twitter and LinkedIn alone have hundreds of millions of

users. Add in sites such as Foursquare, Yelp and deal-of-the-day websites, and those numbers continue to grow. That means that businesses not involved in social media are at a competitive disadvantage. Yet smart retailers arent just using social media as a way to promote their business, theyre using it to be a part of the conversation. It is a way to communicate back and forth with our customers and to get feedback on what is right or wrong, said, Bob Reichelderfer, food service manager at Johnsons Corner in Loveland, Colo. Johnsons Corner is active in Facebook and has more than 1,550 likes on its page. Word of mouth marketing has always taken place, and now social media brings it out into the open and lets retailers take part in it. As of Feb. 4, there were more than 845 million active users on Facebook, and more than half of those users log onto the site on any given day. In September, Twitter Chief Executive Officer Dick Costolo said the

Keep your page active

Heather DeBaillie, marketing manager for Iowa 80 Group, helps manage the companys Facebook page, which has more than 1,600 likes. She posts about once a week and creates a calendar to organize her posts. We try to mix it up

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Operators Learned More at The NATSO Show

Operators who were ready to take their social media efforts to the next level, took advantage of retailing expert Rick Segel at The NATSO Show. During the Human Library, show attendees were able to check out Segel and had him review their website and social media outreach and gave them practical advice for taking their efforts to the next level. Operators were also able to take part in a breakout session Using Social Media to Connect, Monitor and Analyze. The session gave operators insight into how to monitor their online reputation and develop and execute a strategy for connecting with customers. For learning opportunities like this and more, save the date now for The NATSO Show 2013, Feb. 3-7, in Savannah, Ga. with straight information and with something fun, DeBaillie said. We dont want to post too often and we want to make sure what were posting is relevant. DeBaillie told Stop Watch she suggests operators post items that will encourage customer feedback. Pose a question to them ask what their favorite item on our your menu is, she said. Johnsons Corner held a contest on its Facebook page and allowed fans to vote on their next cinnamon roll flavor. The winner? Bacon. The response was really good, but more importantly, it got a lot of people talking about it, Reichelderfer said. If youre going to have a page on a social media site, it is important to keep it active. DeBaillie receives alerts from social media sites on her Blackberry. Even when Im not at the office on my computer, I can link to it and see what is posted, she said. Acknowledging positive feedback is as important as addressing negative feedback. I always advise my clients to respond to positive feedback and share it, Grant said. That is an extra step people sometimes forget to take.

Visit www.natso.com/articles/view/get-social for direct links to the social media sites mentioned. Every situation can be different, so retailers shouldnt try to implement hard and fast rules when addressing negative social media comments, but many businesses make the mistake of not responding at all or deleting negative feedback. Social media gives you an opportunity to talk about that head on rather than avoiding it, Grant said, adding that negative feedback also gives businesses an opportunity to provide excellent customer service. Use it to show people that youre human and give them a solution to their problems, Grant said. DeBaillie said she never deletes a negative comment. It is important to leave those up there because when you delete them, people know that and they think youre trying to hide something, she said. When addressing negative comments, time is of the essence. Jumping in and acknowledging the concern quickly can reduce the chance of additional negative comments. Responding publicly also shows other users in the online community that the retailer takes complaints seriously. A lot of times well respond and say, Were

Are you using social media?

NATSO wants to hear from you. Tell us about your blog, Facebook page or other social networking site. Email Amy Toner at atoner@natso.com.

sorry you had that experience, please call us and we give them the main number, DeBaillie said. You can send a message [via Facebook] and weve done that. Referring to negative comments, Reichelderfer said, We may post a public response or respond to people privately and try to solve the problem. It varies. No matter how you respond, DeBaillie said it

is important to remember that anyone online can cut and paste your information and share it in other places, so post carefully.

Monitor review sites

Yelp, a social media site where users leave reviews on local businesses, acknowledges that negative reviews can feel like a punch in the gut. The good news is that by contacting your

Where Professional Drivers Hang Out Online*

Social Media Site Facebook YouTube Other Twitter Owner/Operator 23.8% 10% 12.5% 2.5% Company Driver 39.9% 13.3% 8.3% 3.9%

Address negative comments

DeBaillie spends a good amount of time responding to positive feedback, but the occasional negative comment does arise. You want to take care of the issue and also let other people know youre taking care of the issue, she said.

*Source: Randall-Reilly Publishings 2010 Reader Survey

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reviewer and establishing a genuine human relationship, you have a chance to help the situation and maybe even change this customers perspective for the better. Johnsons Corner is active on Yelp and has used its Facebook page to ask fans to post reviews on the site. As of the fourth quarter in 2011, more than 66 million people had visited Yelp in the past 30 days. Yelp advises businesses to remember that their reviewers are paying customers, human beings with feelings and sensitivities, and vocal and opinionated. When contacting a positive reviewer, your purpose should be simply to deliver a human thank you and let them know you care. Thats it, the website said. Remember, this customer already likes your business just use this opportunity to thank them and introduce yourself. In addition to utilizing Facebook and Yelp, Johnsons Corner automatically feeds its Facebook updates onto Twitter. Several employees at Johnsons Corner create status updates. Once you get used to it, it takes about 10 minutes a day to read whats there and respond to it, Reichelderfer said. For Johnsons Corner, social media is a way to reach out to its current customer base and engage the younger generation. If you walk in our dining room at any given time, theyve all got grey hair. We want to make sure were getting to this next generation, and theyre not the ones reading the newspaper or listening to talk radio where we advertise, Reichelderfer said.

Once you get used to Twitter it takes about 10 minutes a day to read and respond to posts.

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Messages from the Hill

Every day your elected officials are making decisions that affect the way you live and work. Dont let them make those decisions without your input. Your voice counts. Stop Watch talked with those who either work on or frequently visit Capitol Hill to learn more about connecting with lawmakers.
Transportation is in many ways the lifeblood of our economy, and the people who transport goods to market throughout America have a firsthand perspective on economic conditions. Therefore, your perspective is very helpful to decision makers as we evaluate ways the government can help encourage private sector job growth and make transporting goods and services easier, safer and more cost-effective. The best way to deliver your message is in person to your areas representative or a designated staff member. Letters and emails are also effective, especially if they contain facts and figures that help make your case. Rep. Tim Bishop (D-N.Y.), member of the House Committee on Transportation and Infrastructure and top Democrat on the Subcommittee on Water Resources and Environment Business owners should make their voices heard about the policies most important to their industries by contacting their congressional representatives on a regular basis. Once constituents elect senators and representatives to office, businesses play a crucial role in guiding those members of Congress to take positions that are favorable to job security and economic growth. Reach out to your members of Congress as often as possible to make an impression of your industry and shed light on which issues are currently affecting your business. Contact Congress consistently to help your senators and representatives fulfill their responsibility to implement policies that are businessfriendly. Have your voice heard by writing or emailing your senators and representatives, or call their offices to schedule a meeting to advocate for your industry. If your industry participates in a Day on The Hill, participate by attending in person and meet with members face-toface with industry colleagues and bring current issues to each members attention. Senators and representatives give great consideration to the feedback they get from their constituents as they navigate the legislative process and make decisions Reaching out to our lawmakers is important because, as weve discovered through the visits on the Hill, were really the experts about our businesses. The congressional staffers and the legislators that they support get bombarded with various issues from all angles and they really do welcome hearing about our point of view and our perspectives on the industry. In addition to our perspectives, we have the capability of taking a large macro-type issue and putting it in terms they can relate to in terms of their constituents. I think they truly appreciate that. Our input asking a lawmaker to either support or not support issues, such as tolling on the highways and alternate fuels, are welcome, and it gives a fresh perspective. Mike Lombardi, chairman of the NATSO Government Affairs Committee Mike Lombardi Neil Chatterjee Rep. Tim Bishop on voting and representing their constituents best interests. Neil Chatterjee, policy advisor for Senate Minority Leader Mitch McConnell (R-Ky.)

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NATSO THANKS OUR SPONSORS FOR THEIR SUPPORT OF THE NATSO SHOW 2012 CHAIRMANS CIRCLE MEMBERS

PLATINUM

FOUNDATION PLATINUM

GOLD

COPPER
Making CNG Work for You.

THE NATSO FOUNDATION FUNDRAISER SPONSORS

Also thank you to Bobby Berkstresser, Vesuvius; Tom Heinz, Coffee Cup Fuel Stops; and Sam Smith, Knoxville West TA TravelCenter, for sponsoring the NATSO Foundation Fundraiser. NATSO thanks the North American Truck Stop Network (NATSN) for co-locating the NATSN General Meeting with The NATSO Show 2012.

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ey leaders in the travel plaza industry and their suppliers came face to face at The NATSO Show 2012 in Las Vegas, Nev., in February, exchanging ideas and uncovering new solutions to improve their operations.
Chairman Darrin Flittons opening address kicked off the show.

Charlie Bosselman accepted the Hall of Fame award on behalf of his father, Chuck Bosselman.

Steering Council Chairman Bobby Berkstresser and Government Affairs Chair Mike Lombardi shared with future leaders how to get engaged in NATSO. Ann Rhoades, founding JetBlue executive, captivated the audience.

Attendees took advantage of the great networking opportunities available at the Grand Opening Party.

Midnight Trucking Radio Show interviewed Heather DeBaillie with CAT Scale Co. during their live broadcast from The NATSO Show.
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Nicholas Scherzer showed attendees retail innovations from around the world.

Joe Petrowski spoke about the outlook of fuel to a packed room.

Attendees perused offerings in the exhibit hall.

A large delegation from China attended The NATSO Show to learn more about the industry.

The NATSO Show favorite Rick Segel delivered up-todate information on social media.

Monday afternoon attendees had their choice of six breakout education sessions.

Rex Davis, Michael Lawshe and Steve Allen strengthened their business relationships at The NATSO Foundation Fundraiser.

NATSO Show attendees collaborated at the Great Ideas! for Independent Operators Workshop.

The Blues Brothers brought down the house at The NATSO Foundation Fundraiser.

SHOW 2013

NATSO

THE

Well See You in Savannah

FEB 3-7 SAVANNAH, GA.

Whether you soaked up every second of this years show or you watched and learned from afar, you wont want to miss The NATSO Show 2013. Save the date and make plans to attend next years show Feb. 3-7, 2013, in Savannah, Ga.

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People

Products

Risk Management

Customer Service

Associations

Financial Strength

Triplett, Inc. has been insured by Federated for more than 25 consecutive years. I recommend getting a quote from this total-needs insurance provider.
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Triplett, Inc.
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Salina, Kansas

Visit www.federatedinsurance.com to find a representative near you.

Triplett, Inc. has been insured by Federated for more than 25 consecutive years. We have enjoyed the benefits of well-trained representatives who understand the insurance policies they offer, as well as a myriad of risk management resources. My favorite risk management service is their 1-800 access line for employment-related issues, which has helped us reduce our employement practices claims to zero! I recommend getting a quote from this total-needs insurance provider.

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*Federated Service Company is not licensed in the states of NH, NJ, RI, and VT. Copyright 2012 Federated Mutual Insurance Company

Standing Tall
BY AMY TONER

Big Cabin Travel Plaza still thrives after 57 years

ifty-seven years ago, DeWayne and Kathrena Franks stumbled into DeWayne and Kathrena Franks, the truckstop business when Arkansas designated Highway 22A with their friendly as the truck route around Fort Smith, and trucks began stopping and hard-working by their service station asking for diesel. At the time, Kathrena, chief staff, have spent decades keeping up financial officer of Big Cabin Travel Plaza, Inc., was just 19 years old. with driver needs That was in 1954. They had a diner that offered an all-you-can-eat as they built a small service station catfish special for $1.00. They had bunkrooms for drivers (motels were not business into a fullplentiful and were considered too expensive) and community showers. service highway stop for truckers. Their first diesel sales were at $0.189. When the downtown Western Union office closed, they opened Western Unions first experimental office in truckstops and were once given the unfortunate task of delivering a Western Union message alerting the recipient that their son was killed in the Vietnam War. After 12 years, I-40 was built to the north, out of Fort Smiths reach, and the Frankses looked for a new site on an interstate already in place. A location with the unlikely name of Big Cabin, Okla., at the US 69 exit of I-44, proved to be such a place, and they opened the Cherokee Truck Terminal in September 1966. The diner turned into a full-service restaurant, the bunkrooms disappeared, the old Western Union typewriter and Telex machines became computer transfers and the showers became private. Inside the restaurant, a reminder of the areas Cherokee Nation history stands guard. The Cherokee Truck Terminal was later renamed Big Cabin Travel Plaza. The Franks businesses have survived since 1954 by hard work and determination. As Kathrena shared with Stop Watch, the truckstop business is long hours, long days, long weeks, but worth it in the end. Just keep dancing as fast as you can.

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DENTON THOMAS

Fuel, food, games, showers, souvenirs and satellite TV if drivers need it, Big Cabin Travel Plaza has it.

Wade Leslie, creator of Standing Brave, still works with the Frankses in the service center.

The Story Of Standing Brave

by Standing Brave, a 46foot sculpture of a Native American. The birth of the idea for Standing Brave came after a trip to Maine by the Frankses and an unsuccessful bid to buy a 26-foot Indian statue. DeWayne Franks wanted the statue as an attraction to his location that is situated in the midst of the Cherokee Nation. Starting Oct. 2, 2000, Wade Leslie, the then 26-year-old body man at the service center, worked tirelessly to create Standing Brave. After 801 hours of fabricating a

isitors to Big Cabin Travel Plaza are greeted

scale model, creating the base out of 1,800 feet of steel bar, sculpting the details out of insulation foam and then fiber glassing, sanding, priming and painting, Standing Brave was born on March 22, 2001. The job of transporting Standing Brave to his permanent home turned out to be quite a feat. In order for the statue to be completely freestanding, a 15-foot underground footing was laid with 100 yards of steel-reinforced concrete, upon which the pedestal was placed. Standing Braves spear and headdress had been built into the framework for added structural support. A wrecker on his feet and forklift on his head, Standing Brave was pulled and pushed out of the body shop, then driven across the property to his home, finally being hoisted upright by crane.

Standing Brave Fun Facts

Statue height 46 feet Weight 15,500 lbs Fiber glass used 600 lbs Standing Brave was built entirely while laying on his side. Sanding Standing Brave took 80 hours. There are 105 feathers in Standing Braves headdress, of which the largest is 5 feet long. The Oklahoma state flag was integrated into Standing Braves shield. Standing Brave received his name from Kathrena Franks.

Whats Your Story? Being featured in Stop Watch is a wonderful way to promote your location and your employees. If you would like your truckstop or travel plaza to be the featured Member Profile in an upcoming issue of Stop Watch, please send an email to editor@natso.com.

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What are the little things you do to improve the appearance of your location?

The little things end up being big things and retail is detail. When I or my managers pull into our parking lot and our feet hit the pavement, we come into our location looking at it like a customer would. Does it look right, is the parking lot clean, are the floors clean, are the windows clean? That is our mentality. Our outside appearance is the first thing our customers see. We have a couple of maintenance guys who work seven days a week and go curb to curb and make sure our parking lot is swept up and cleaned up. We also have maintenance staff that details the inside. We walk around and look at the lighting to see if there are bulbs that are burned out. A lot of times you have to look up and you might notice that your return air vents or ceiling tiles need to be cleaned. We also pay attention to how we present any marketing or signage. We make sure any signage we use is printed and put in the right frames or displays. It is the little touches that our customers appreciate. Ray Newton Rochelle Travel Plaza

We have a full-time maintenance staff, which we call facility attendants. We have them on the inside and outside of the building and have at least two on during a shift. We also have a monthly safety inspection meeting with our managers. Each of us takes a different inspection checklist and we inspect that area. We rotate the areas we take. We look for little things are the floors clean, walls clean, is there a noticeable odor. All the inspections get turned in to me. I review them and then distribute them to the appropriate manager. I also encourage everyone to pick up any trash they see on the floor when walking around the facility. Leading by example makes a huge difference. Tristen Griffith Sacramento 49er

We constantly strive to have a clean appearance at our location. We have two fulltime housekeepers who maintain the interior and exterior of our store location. This includes sweeping the drive, wiping the pumps, cleaning restrooms/showers, stocking shelves, mopping and vacuuming, etc. This allows our desk attendants the opportunity to take care of the customers exclusively. In our wash bays, we have clean and bright days, as well as daily operations by our wash attendants that keep the appearance in tip-top shape. We are constantly receiving comments from new, as well as existing customers, about how clean we keep our location. Nick Wollenman Deluxe Truck Stop

I make it a non-negotiable practice in our location for everyone to always pick up things that are on the ground inside and outside that belong in the trash. We habitually pick up anything that we wouldnt leave in our own space. As a result, customers and other employees see us doing this and they pay it forward by helping out, too. We take pride in the cleanliness of our facility; we want our customers to understand that our pride in the facility and its surroundings, make it a better environment for them. Deanne Schatz-Eisenschenk Petro Fargo & Schatz Crossroads Truck Stop

Want to be featured in the next Operator to Operator? Our next question to discuss is What successful new service have you added in the past few years? Submit your answers to editor@natso.com by April 10, 2012.

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7 6 9 9 9 9
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