Midway Travel

Plaza is a star
with locals
and travelers
Its All
Gravy
What is the future
of natural gas?
UST operator
training deadline
Wooing women
customers
www. n a t s o . c o m
THE MEMBER MAGAZINE OF NATSO, REPRESENTING THE TRUCKSTOP AND TRAVEL PLAZA INDUSTRY
MAY/JUNE 2012
MAY/JUNE 2012 3
Your Best Interest
A
s we move midway through 2012,
(a.k.a. election year), look around
you at all the political ads. You do not
have to look very far to nd an election sign,
billboard, commercial, mailer, or even a 1979
Dodge Dart with a partly faded Vote for Me
bumper sticker from the 80s.
Ads and campaign slogans
are everywhere signs, bill-
boards, yers, theyre all out
there.
Vote for me! says one bill-
board. Dont vote for him,
says another. It can be very
confusing and overwhelming.
Whom do I vote for?
Whether the person is run-
ning for a local or county posi-
tion or the next U.S. President,
he or she wants your vote.
One of our rights as Ameri-
cans is our freedom to vote.
Before you go and cast your ballot, do your
homework and vote for representatives who
will represent you and your business.
Remember, its your business, its your truck-
stop, and its something you love. Vote for
someone who has your best interest, not the
state, county or citys, in mind.
I urge you to nd out how the candidates
vote, especially on issues that affect you and
your truckstop. Many issues do and will have
an impact on your business, such as rest area
commercialization. Many states are trying to
raise revenue by lifting the ban on states selling
merchandise in the interstate right-of-way rest
areas. By lifting this ban, the state will indeed
compete against you, but they will have the ad-
vantage due to the rest area right-of-way.
The states claim this is a job creator and a
means to raise revenue, but in fact it is a job
killer and potentially a business destroyer.
Dont let the states take your business! Vote for
someone who has you in mind. Protect your
truckstop. Protect your business. Vote for rep-
resentatives who truly represent you.
If you do not know where your candidate
stands on certain issues, nd out. Ask NATSO
or ask the candidate directly.
Your vote in 2012 does count. As you go
through this summer bombarded by all the ads,
campaign slogans, mailers and meetings, nd
out who really represents your best interest.
Sincerely,
Darrin Flitton
CHAIRMANS LETTER
Darrin Flitton
NATSOs government affairs team works
year-round to advocate on behalf of
the travel plaza and truckstop industry,
monitoring regulations and legislation to
assess the the effect on NATSO members.
Visit www.natso.com/governmentaffairs to
learn how you can get involved.
Biodiesel Lives Here.
Whether you have a truck stop in Fresno or a travel center
in Philadelphia, contact Renewable Energy Group to learn
more about positive blending economics.
www.REGI.com
Easy Integration: Blend up to B5 without
changing retail labeling
Available Nationwide: REG has distribution
from coast to coast
Confidence in Quality: REG-9000
biodiesel meets or exceeds B100 quality
specs from BQ-9000 production sites
Proud to Partner: 2012 NATSO Chairmans
Circle Member
Buckeye
REG TERMINAL
STATIONS
Follow us on Twitter (@REGbiodiesel) or visit our
website to contact your market development manager.
REG PLANTS
(IN PRORDUCTION)
REG PLANTS
(TO BE COMPLETED)
States with biodiesel
blending incentives or
requirements
The Next Big Fuel?
Preparing for wider use of natural gas
www. n a t s o . c o m
FEATURES
3
26
Chairmans Letter
Your vote counts
6
Foundation Update
Amber Alert partnership
22
NATSO Welcomes
New NATSO members
Operator to Operator
Small things that matter
CONT E NT S
MAY/JUNE 2012
DEPARTMENTS
JULY/AUGUST 2011 MAY/JUNE 2012 STOPWATCH
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 ofces.

POSTMASTER: Send address changes to Stop Watch,
1737 King Street, Suite 200, Alexandria, VA 22314
COLUMNS
CONTACT US
We Want
to Hear
From You!
Do you have comments, ideas or
suggestions? Dont hesitate to
contact us.
Email: editor@natso.com
Phone: (703) 549-2100
The NATSO Foundation
1737 King Street, Suite 200
Alexandria, VA 22314
7
Great Ideas!
Darren Schulte offers
easy-to-incorporate tips
for retail that get results
15
UST Training Time
The deadline
for required UST
operator training is
approaching
5
Member Prole
Midway Travel Plaza
puts a large dose of
fun into each day
24
10
9
Big Win
NATSO members defeat commercialization threat
Young Money
Making the most
of your childs
summer job
17
Shes
Buying
How to
woo women
customers

NEW!
20
C
O
V
E
R

P
H
O
T
O

B
Y

L
G

P
A
T
T
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R
S
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MAY/JUNE 2012 6
Truckstops and travel plazas engage in
efforts to safely recover abducted children
T
he NATSO Foundation and the
National Center for Missing &
Exploited Children (NCMEC) have
joined together in support of the U.S.
Department of Justices AMBER Alert
program to safely recover abducted chil-
dren. The NATSO Foundation is emailing
AMBER Alerts to truckstop and travel
plaza locations as they are issued by
the NCMEC. This system is designed to
deliver the potentially lifesaving alerts to
travel plazas in the area of an abduction.
A lot of times if someone is taking
off with a child, the rst thing they do
is hit the interstate, so this
partnership has the po-
tential to be huge, said
Robert Hoever, associate
director, Missing Children
Division, NCMEC.
As a secondary AM-
BER Alert distributor, the
NATSO Foundation will
electronically distribute
geographically targeted
AMBER Alerts to nearly
1,150 truckstop and travel
plaza member locations
across the country. The
system is designed to
deliver the potentially life-saving alerts
and updates to locations in the area of
an abduction as soon as the NATSO
Foundation is notied by NCMEC that
an AMBER Alert has been issued.
Hoever noted, Make sure that every
employee in the facility is aware of the
AMBER Alert and the information that
is contained within it.
The AMBER Alert briey describes
the child and the abductor. It also pro-
vides other critical information, such
as car make and model and which
authorities should be contacted if the
child is found.
NATSO will only distribute AMBER
Alert emails to the truckstop and travel
plaza locations in the area where the
NCMEC is looking for a child. For ex-
ample, if the NCMEC is looking for a
child in California, the email alerts will
only be sent to travel plaza locations
in California or
neighboring states.
All active AMBER
Alerts can be found
on NATSOs web-
site: www.natso.
com/amberalerts.
Ernie Allen, NC-
MEC president and
chief executive of-
cer, said, By uti-
lizing the truckstop
and travel plaza
industry, we will be
able to mobilize
more people in
the search for abducted children and
hopefully bring more children home
safely.
NCMEC and the NATSO Founda-
tion are working together to produce a
list of frequently asked questions from
operators that will help them better
support the program. The list will be
available at www.NATSOFoundation.
org. The NATSO Foundation website
will also feature the AMBER Alerts.
The truckstop and travel plaza in-
dustry is proud to enlist its support in
the work to safely recover abducted
children, said NATSO Foundation
president and chief executive ofcer
Lisa Mullings. There is no cause more
important than the safety of a child.
How Truckstops
Can Join The Effort
U Be on the lookout for AMBER
Alert emails. Contact Kimberly
Roberts at kroberts@natso.
com if you are not receiving
the alerts and would like to be
added to the list.
U Dont let the email get caught
in your spam lter. Make sure
foundation@natso.com is an
approved sender.
U Share the alerts with customers
by displaying them in visible
areas. Post them on electronic
displays, posters and signage,
or in other creative ways that
will maximize their visibility to
customers, and display these
alerts at your entrance way, near
a register or next to restroom
entrances and exits.
U Make sure your employees are
aware of the AMBER Alert and
what to do if they have any
information.
AMBER Alert Partnership Launched
Make sure the infor-
mation is posted in a
prominent area for all
to see, Hoever said.
It could be as simple
as hanging it on a
register or maybe on
each entrance door.
They can use their
own creativity.
MAY/JUNE 2012 7
Three Cardinal
Sins of Retail
Our industry has been suf-
fering from a reduction in
comparable diesel gallons
and decreasing customer
counts for quite some time. To continue to grow sales, busi-
nesses must avoid these three cardinal sins of retail.
1
Out of Stocks
When faced with an out of stock while shopping, 31 percent
of consumers purchase that product at another store. Stores
lose about 4 percent of sales each year due to out of stocks.
GREAT IDEAS!
Darrens Great Ideas! for Independent Operators
BY DARREN SCHULTE
Four Essential Improvements for
your Grab-N-Go Food Offerings
Food service is a powerful prot center for truckstops and
travel plazas. In many locations, this category generates
more revenue than non-food service retail offerings and is
often the largest portion of the non-fuel gross margin dol-
lar production. Customers are buying grab-n-go foods at
a much greater rate than eating at restaurants. Prepared
food, and the food service category in general, is one of
the bright spots in the truckstop and travel plaza business.
Use these four key tips to maximize grab-n-go success.
1
Evaluate the site lines to your grab-n-go area and be
sure theyre clear. Enter your store as though you are a
customer. Can you clearly see your grab-n-go offerings from
the door? Are they a focal point of your operation? Does your
grab-n-go point-of-sale collateral program drive customers to
rell their stomachs?
2
Maximize your ingredients across all of your grab-n-
go offerings, including the deli items, roller grill and
hot box. Stick to two or three types of bread for all of your
sandwiches, maximize your lettuce, pickles, onions and toma-
toes on as many sandwiches as possible or use the same type
of bun for all of your burgers. Maximizing your inventory back
stock improves productivity. This is not to suggest you cannot
have variety, just ensure it is variety that sells.
Meet Darren Schulte, your retail expert
Welcome to Stop Watchs
newest column, Darrens
Great Ideas! for Independent
Operators. Darren Schulte,
NATSOs new vice president
of membership, brings to Stop
Watch a wealth of knowledge
about our industry.
Schulte has nearly three
decades of experience in
truckstop and travel plaza
operations and merchandis-
ing, most recently as the vice
president for retail merchan-
dising for TSC Global/Barjan
LLC. In 2011, he visited more
than 100 independent op-
erators throughout North
America. Prior to his time
with TSC Global/Barjan LLC,
Schulte worked for Petro
Stopping Centers, Hess Oil
and Loves Travel Stops &
Country Stores.
Join Schulte on NATSOs
website at www.natso.com/
great-ideas for his biweekly
retail column and read the
best of his digestible retail
tips here in Stop Watch.
3
Improve your hot box program. Like a robust roller grill
program that is well managed, a hot box program can
generate a high gross margin return on inventory invested
(GMROII). A hot box placed in prime shopping paths or front
counter allows you to expand your food service offerings by
adding the same items you are already serving in your full-
service restaurant or quick-service deli.
4
Stock your cooler and hot box with healthy items, such
as fruit cups, salads, edamame, carrots, beans, cauli-
ower and a vegetable medley mix. These add-on purchas-
es allow you to maximize your margin while taking advantage
of this growing category.
AMBER Alert Partnership Launched
Be sure to order properly. Many locations have improved their
ordering by no longer allowing vendors to place blind orders,
creating ordering calendars that identify scheduled vendor
visits and ordering cycles, and creating appropriate but simple
build to/par level when ordering product. Put a premium on
stocking shelves. Shelves should be restocked every time
your direct-store-delivery (DSD) vendors visit your store and
checked on every shift.
2
Lack of Signage
Signage increases sales. While too many signs create clut-
ter, too few create disorientation. Some of the best messaging
examples can be seen at CVS and Walgreens. Do not try to
reinvent messaging. There are plenty of organizations that can
be used as best practice applications. These examples, such
as creating focal points with oor displays, can be done in
your own operation by asking your vendor partners to create
matching or similar displays with the appropriate point-of-sale
observed in other ne retail establishments. Ask the retailer for
permission, snap a photo of what you like and create it in your
establishment.
3
Unproductive Assets
Dont load your store with unproductive assets that are
expensive to maintain. Think of your merchandise as dollar
bills. Learn what your GMROII should be for your categories
and design your product placement based on the percent-
age of revenue your categories are generating. Dont have 50
percent of the available linear retail space assigned to a prod-
uct category that is only generating 20 percent of your sales.
Likewise for category turns. Although beverage has a high
GMROII, if the category is not turning more than 12 times
annually, you have unproductive assets.
GREAT IDEAS!
Have a retail merchandising, marketing or operations
question? Reach out to Schulte at dschulte@natso.com
or (703) 739-8562 and hell answer your question in the
next Darrens Great Ideas! for Independent Operators.
MAY/JUNE 2012 9
BY TIFFANY WLAZLOWSKI
M
arking a major victory for
NATSO members, truckstops
and travel plazas beat back
the biggest threat interstate businesses
have ever faced under a highway bill in
March, when the Senate resoundingly
rejected an amendment seeking to
commercialize rest areas.
The Senate voted 86 to 12 against
Amendment #1742 of the highway
bill proposed by Ohio Republican
Senator Rob Portman to uphold the
longstanding federal law prohibiting the
sale of food, fuel and other convenience
items from interstate rest areas.
NATSO members played a critical
role in the defeat of Amendment #1742.
Capitalizing on the strength of their
numbers, NATSO members nationwide
contacted their Senators through email
and phone calls urging them to vote no
to the amendment and educating them
on its devastating effects for interstate-
based businesses nationwide.
Im proud of the united effort put
forth by our industry,
said Lisa Mullings,
president and chief
executive ofcer of
NATSO. We sent a clear
message to Capitol Hill
that state DOTs cannot
x their state budget
problems on the backs
of our businesses. We
spoke with one voice,
and we were heard.
Amendment #1742
represented the rst
time that the issue of commercial rest
areas has come up for a full Senate
vote. And more than 60 organizations
joined NATSO under the umbrella
of the Partnership to Save Highway
Communities in opposing the
amendment, which would have granted
state governments the ability to set up
shop directly along the interstate right-
of-way, giving states a major advantage
over the travel plazas, truckstops,
gas stations, convenience stores and
restaurants at the exit interchanges.
Allowing commercial rest areas to sell
food and fuel would have transferred
sales away from the current competitive
environment at highway exits to such a
degree that many exit-based businesses
would not have been able to survive. A
study conducted by the Virginia Tech
Transportation Institute found that a
single commercial rest area siphons
up to 46 percent of the sales from a
gas station at the exits, and results in a
35 percent and 44 percent decline at
truckstops and restaurants.
Although the Senate passed its
version of the highway bill, S. 1813, just
one day after rejecting Sen. Portmans
amendment, the industrys ght is not
over yet. A similar threat lingers in the
U.S. House of Representatives, under
an amendment offered
by Ohio Rep. Steven
LaTourette.
As of press time, the
House had yet to vote on
its transportation bill, H.R.
7. House Transportation
and Infrastructure
Committee Chairman
John Mica (R-Fla.) had
introduced an extension
of the current highway bill
through June 30 to give
the House more time to
work on a longer-term bill. However,
House leaders were facing pressure
to adopt the Senate version of the
legislation.
Mission Accomplished
NATSO members defeat efforts to
commercialize rest areas in the Senate
This marks a
major victory for
truckstops and
travel plazas and
the people they
employ.
Lisa Mullings,
president and
chief executive ofcer
of NATSO
MAY/JUNE 2012 10
M
otor carriers nationwide are beginning to run natural
gas vehicles in small quantities, and many say the fuel
holds promise for over-the-road trucking. However, for
truckstop and travel plaza operators, knowing when or if to in-
vest in natural gas infrastructure can be difcult.
It is the chicken-and-the-egg theory. You have to get the in-
frastructure in there so you can get the trucking company, said
Bill Mulligan, vice president of development, facilities and envi-
ronmental, Pilot-Flying J.
Jennifer de Tapia, director of market services for compressed
natural gas infrastructure provider Trillium USA, said truckstop
operators who make an early investment in natural gas can set
themselves apart. There arent natural gas fueling stations ev-
erywhere, and it is a way for a truckstop to differentiate itself
along a corridor, she said.
The Next Big Fuel?
Natural gas:
whats ahead
for travel
plazas and
truckstops
BY MINDY LONG
MAY/JUNE 2012 11
Some travel plaza operators, including Pilot-Flying J and
Loves Travel Stops & Country Stores, are already beginning
to invest in natural gas fueling capabilities even though de-
mand is small.
Norman Herrera, director of market development for
Chesapeake Energy, a large natural gas producer based in
Oklahoma City, Okla., said, The rst few years in this market
may be lean, but demand is going to develop.
Earlier this year Clean Energy unveiled the route plan for
the rst phase of 150 new liqueed natural gas (LNG) fueling
stations for Americas Natural Gas Highway. Many of the fuel-
ing stations will be co-located at Pilot-Flying J locations. The
company anticipates having 70 stations open by the end of
2012 in 33 states and has strategically placed them along ma-
jor interstate shipping lanes every 250-350 miles.
Mulligan said having LNG available could give Pilots sales
team an advantage in some cases. Were selling energy.
Whether it is diesel, gas, natural gas or a different type of
energy sometime in the future, that is what were interested
in doing, he said.
Rich Kolodziej, president of Natural Gas Vehicles for Ameri-
ca, said Clean Energys rollout is totally going to change the
LNG availability for interstate trucking.
Kent Wilkinson, vice president of natural gas ventures,
Chesapeake Energy, said he thinks the chicken-and-the-
egg discussions are becoming a moot point. You can get
the vehicles and you can get the fueling infrastructure, he
said. Were pushing very hard to gain momentum, and it
feels like that is happening.
Loves Travel Stops & Country Stores is focusing on com-
pressed natural gas (CNG) fueling stations for light-duty
vehicles in Oklahoma. Loves operates one CNG facility and
is adding 10 more in the state. The stations will be built and
operated in cooperation with Chesapeake Energy.
In March, Trillium opened its rst CNG fueling location at
the De Pere Superstore in De Pere, Wis. The company plans
to open two additional locations soon. De Tapia said the
locations appeal to trash haulers, refuse trucks, school buses
and local eets that run Class 3-6 trucks.
As part of the CNG project, Matt Olson, owner of the De
Pere Superstore, expanded the locations facilities for heavy-
duty trucking with 40 additional parking stalls, a CAT scale,
overnight parking and room for CNG equipment.
Industry experts told Stop Watch they expect the growth
to continue.
The thing were seeing right now is not only the dynamic
growth with Clean Energy, but also local and regional players
that are coming into that space, said Andy Douglas, national
sales manager for specialty markets, Kenworth. I think it will
take a few years, but the build-out is pretty rampant.
By the Numbers
While the number of natural gas powered trucks on the
road is increasing, it is still relatively small.
Less than 1/10th of 1 percent of vehicles on the road are
powered by natural gas, said Steve Tam, vice president of
the commercial vehicle sector at ACT Research.
He did note that in late 2011, Daimler Trucks North Ameri-
ca announced the delivery of its 1000th natural gas truck and
is the rst commercial vehicle manufacturer to achieve such a
milestone.
In its 2011 report Alternatives to Traditional Transportation
Fuels, the Department of Energy reported that there were
2,851 heavy-duty vehicles running on LNG on the road in
2009, the latest date for which gures are available. DOE also
reported that in 2009 there were 91,165 light- and medium-
duty vehicles running on CNG on the road.
CNG vs. LNG
Natural gas is just that a gas. Gasses are difcult to pack-
age because they take up a lot of volume. The challenge is
Fuel?
Major truck manufacturers are
looking to natural gas vehicles.
getting it into a space that works
on a vehicle, said Roe East, leader
of Cummins Westport Inc.
When used as a fuel, natural
gas must either be compressed
at 3,600 PSI to make compressed
natural gas (CNG) or cooled to
minus 260 degrees Fahrenheit to
make liqueed natural gas (LNG).
Major engine and equipment manufacturers produce ve-
hicles that can run on both fuels, and eets can determine
which works best for them based on their operations. That
means operators have one more decision to make if they de-
cide to install natural gas infrastructure going with LNG,
CNG or both.
Manufacturers agree that CNG is best suited for vehicles
that return to their base each night, while LNG is best suited
for vehicles that travel over the road. However, in order for
LNG to be a viable solution for eets, they have to know fuel
will be available along their route.
Clean Energy has focused its initial rollout on LNG fueling,
but will provide CNG as the world of natural gas light-duty
vehicles moves forward, said Greg Roche, vice president of
national accounts and infrastructure for Clean Energy.
One challenge for carriers looking to use natural gas is the
amount of space it takes up. It takes 1.7 gallons of LNG to
equal the same energy equivalent of a gallon of diesel, said
David Hill, vice president of natural gas economy operations
for Encana Natural Gas.
For CNG, a vehicle needs four times the tank size to get the
same energy equivalent as a gallon of diesel.
Strategic Collaboration
To help create the most effective infrastructure, natural gas
providers, travel plazas and local governments are working to-
gether to create networks either along major routes or region-
ally. Texas has created the Clean Transportation Triangle
that has natural gas fueling stations between Austin, Dallas,
Fort Worth, Houston and San Antonio. Motor carriers, utilities,
fuel suppliers, natural gas producers and universities have
worked together to make the triangle possible. The South
Coast Air Quality Management District is partnering with UPS
and Clean Energy to develop a 700-mile, natural gas corridor
between Las Vegas, Nev., and Ontario, Calif.
Nationwide, the number of stations available today is low.
The Department of Energy lists 46 LNG and 975 CNG stations
in the U.S., but less than half of each are open
to the public, and the majority of the existing
CNG stations dont meet the quick-fueling
needs of heavy-duty trucking.
Kyla Turner, spokesperson for Loves, said
the company will continue to focus on CNG
within Oklahoma. Right now our focus is on
Oklahoma. We will monitor the demand and
see how it is resonating with our customers
and then grow from there, she said.
A Hefty Price Tag
Natural gas fueling infrastructure is expensive, and there
are limited incentives for travel plazas looking to install it. LNG
stations can cost anywhere from $1.5 million to $4.5 million.
LNG mobile fueling stations, which can be installed by those
looking to build their customer base prior to building perma-
nent infrastructure, cost around $500,000. Burke said drivers
can ll up an LNG truck in the same amount of time it takes to
ll up a truck with diesel.
Building an LNG facility typically takes about three months
once permitting is complete, Roche said.
While Clean Energy is handling the permitting process for
the LNG stations, Mulligan said there havent been any prob-
lems. Most communities are receptive to it, he explained.
The price for a CNG station where vehicles can fuel over-
night can range from $300,000 to $700,000. One challenge
with CNG is that it takes up more space on the vehicle than
LNG, so it takes longer to ll the tanks. Fast-ll stations that
emulate diesel ll rates start at $750,000 and go to $3 million,
Hill said.
Mulligan said, It is very expensive to fuel trucks at a diesel
equivalent rate on CNG because of the size of the compressor
needed to fuel a tank that size.
Trillium can fuel a standard, 75-gallon CNG tank in about 10
minutes. Operators who want to install Trilliums equipment
can either purchase it or partner with the company.
If a truckstop operator is interested we can do a site as-
sessment for them, which involves taking a look at the power,
real estate where the equipment would sit and natural gas
lines in their area to see if it is feasible, de Tapia said, noting
MAY/JUNE 2012 12
MAY/JUNE 2012 13
that often there are high-pressure gas lines that run along the
interstate.
If Trillium and the operator turn out to be a good t for each
other, Trillium will install the equipment at no cost and pay
the operator to lease the ground where the equipment sits.
Then we pay a per-gallon revenue to them on the gallons
that are sold. We also have a marketing team that goes out
and works with eets to secure their business at the location,
de Tapia said.
If an operator were to purchase Trilliums equipment up
front, de Tapia said it can cost around $1.5 million.
In March, Chesapeake Energy and GE announced a part-
nership to produce 250 modular and standardized CNG
compression stations that will add to the nations natural gas
vehicle infrastructure. The units are part of Chesapeake En-
ergys Peake Energy Solutions venture. The companies have
not released a price range for the units but said they will be
distributed through 2015.
Wilkinson referred to the units as CNG in a box. They will
be available in the fall and the company will spend the next
few months determining where they will go.
That in a box part means it is highly shippable. It can go
wherever there is demand for it, Wilkinson said.
Given the steep price of infrastructure, incentives can be
helpful. However, a federal incentive for natural gas vehicles
expired two years ago, Herrera said, adding that most incen-
tives that currently exist are at the state level.
Theyre dependent on the location. You have a great in-
centive in Oklahoma 75 percent of your station is discount-
ed through a tax credit. The same is true with similar incen-
tives in West Virginia and Louisiana, Colorado and Wyoming,
Herrera said.
Taking Delivery of the Fuel
One of the main differences between CNG and LNG loca-
tions is how the fuel is transported to the truckstop or travel
plaza. CNG requires a high-pressure system somewhere near
a natural gas line. LNG storage tanks can be placed on any
location with the only physical limitation being where to place
the tank. Fuel lines run from the tank either underground or
on top of the canopy to the fuel island.
LNG is trucked into a location from natural gas plants scat-
tered across the U.S. These LNG transports are big Thermos
bottles. You load the fuel in at minus 260 degrees. It gets
loaded in at 10 to 40 pounds of pressure on the fuel. Then
you transport it in 10,000 gallon increments and load it into
the above-ground storage tank, Hill said.
Typically, LNG is stored in above-ground storage tanks, but
the tanks can be placed underground. The benet of doing
it above ground is you can inspect it easier, Burke said.
If an LNG tank leaks, the fuel evaporates into natural gas in
the atmosphere. It is a much safer fuel than diesel or gaso-
line, Hill said.
For operators carrying LNG, inventory management be-
comes a critical issue. You want to keep bringing cold fuel to
your storage site to bring the temperature down, Hill said.
Servicing Natural Gas Trucks
Even if operators choose not to carry natural gas, they
should be aware of additional steps necessary to service
those trucks, plus technicians need additional training on
natural gas engines. For safety reasons, locations servicing
natural gas vehicles need to make sure they have the proper
ventilation, and methane detection systems are a must.
The companies that make the vehicles and engines pro-
vide necessary maintenance training. For example, the Cum-
mins Westport LNG engine is spark ignited and runs on a
different grade of oil. It also uses a catalyst after treatment
that requires no maintenance and looks and behaves like a
mufer.
While its important to stay on top of what this next fuel will
mean to truckstops and travel plazas, Tam estimates it will
take a long time for there to be a signicant penetration
of natural gas vehicles in the marketplace. Will it ever be a
majority fuel in the commercial vehicle space? I wont discount
the possibility, but it is several decades away, he said.
For more information:
Trillium: (800) 920-1166
www.trilliumheavyduty.com
Clean Energy: (562) 493-2804
www.cleanenergyfuels.com
Service technicians
will need training on
natural gas engines.
If you think Valvoline
Is only for cars, youre
missing the big picture.
More ASE certied top mechanics trust Valvoline in their personal vehicles than any other motor oil. More truck
owners are now using Valvoline engine oils, coolants and chemicals. Shouldnt you have Valvoline at your Truck Stop?
Valvolines Premium Blue, is the only engine oil approved by all major engine makers and endorsed by Cummins.

From Airshield DEF to Zerex Antifreeze; Get the big picture at www.valvolinehd.com or call us at (859) 357- 7738.
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MAY/JUNE 2012 15
Deadline approaching for
required UST operator training
BY AMY TONER
A
ccording to federal regulations, three distinct classes
of operators who operate and maintain federally
regulated underground storage tank (UST) systems
must take and pass state-specic UST operator training by
Aug. 8. In some states the deadline for compliance has al-
ready passed. The regulation, which applies to any truckstop
or travel plaza that operates a UST, is meant to ensure opera-
tors are ready to respond if a UST emergency or spill occurs.
The training requirement was created in the Energy Policy
Act of 2005, which was signed by President Bush on Aug. 8,
2005. Title XV, Subtitle B of this act (titled the Underground
Storage Tank Compliance Act) contains amendments to Sub-
title I of the Solid Waste Disposal Act the original legisla-
tion that created the UST program. The UST provisions of the
Energy Policy Act focus on preventing releases and direct
EPA to help states comply with new UST requirements.
Section 1524 of the Energy Policy Act of 2005 states that
the Environmental Protection Agency (EPA), in coordination
with states, must develop training guidelines for three dis-
tinct classes of operators who operate and maintain federally
regulated UST systems.
While the Energy Policy
Act was passed in 2005, its
guidelines were not effective
until Aug. 8, 2007. Under the
guidelines, a state had until
Aug. 8, 2009, to develop
state-specic training require-
ments consistent with EPAs guidelines. All three classes of
UST operators in every state must be trained according to
the state-specic training requirements by Aug. 8, 2012.
Who Must Take the Training by Aug. 8, 2012?
Each UST system or group of UST systems at a facility must
have a Class A, Class B and Class C operator designated and
all individuals designated as a Class A, B or C operator must,
at a minimum, be trained according to the guidelines.
Separate individuals may be designated for each class of
operator described above or an individual may be designated
to more than one of the above operator classes. An individual
who is designated to more than one operator class must be
trained in each operator class for which he or she is desig-
nated. Because an individual may be designated for more than
one operator class, states may allow a training approach that
encompasses training for more than one operator class.
UST Training Time
Underground storage
tank operators must
be ready to respond
to an emergency.
U Web-based solution,
with free tech support
U Available 24/7
U Self-paced allows
trainees to start and
stop the training at
their convenience
U Provides cross training
of employees by
offering a combined
A/B curriculum
U Class A/B Training is
approved and accepted
in 15 states. Class C is
approved and accepted
in 30 states.
U Class A/B training is
$179.99 and Class C
training is $12.99.
Quick Facts
About UST
Operator Training
If you think Valvoline
Is only for cars, youre
missing the big picture.
More ASE certied top mechanics trust Valvoline in their personal vehicles than any other motor oil. More truck
owners are now using Valvoline engine oils, coolants and chemicals. Shouldnt you have Valvoline at your Truck Stop?
Valvolines Premium Blue, is the only engine oil approved by all major engine makers and endorsed by Cummins.

From Airshield DEF to Zerex Antifreeze; Get the big picture at www.valvolinehd.com or call us at (859) 357- 7738.
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MAY/JUNE 2012 16
The Class A operator has primary respon-
sibility to operate and maintain the UST sys-
tem. The Class A operators responsibilities
include managing resources and personnel,
such as establishing work assignments to
achieve and maintain compliance with regu-
latory requirements. In general, this indi-
vidual focuses on the broader aspects of
the statutory and regulatory requirements
and standards necessary to operate and
maintain the UST system. Class A opera-
tors do not have to be on-site at all times,
but they do need to be able to respond to
emergency calls and access the site within hours.
The Class B operator implements applicable UST regula-
tory requirements and standards in the eld. This individual
implements day-to-day aspects of operating, maintaining
and record-keeping for USTs at one or more facilities. Class
B operators do not have to be on-site at all times but they
do need to be able to respond to emergency calls and ac-
cess the site within hours.
The Class C operator is an employee and is, generally, the
rst line of response to events indicating emergency condi-
tions. This individual is responsible for responding to alarms
or other indications of emergencies caused by spills or re-
leases from UST systems. This individual noties the Class B
or Class A operator and appropriate emergency responders
when necessary. Not all employees of the facility need to be
Class C operators, but a certied
Class C UST operator must be on-
site at all times in order to be open
and operational.
After Aug. 8, 2012, operators
must be trained as follows:
Class A and B operators must be
trained within 30 days or another
reasonable period specied by the
state after assuming operation and
maintenance responsibilities at the
UST system.
Class C operators must be trained
before assuming responsibility for
responding to emergencies.
About the PASS
Training Program
PASS was established in 2003
to provide compliance training to
the petroleum industry. Its found-
ing partners have been providing
construction, maintenance and
inspection services to members of
the petroleum industry for the past
39 years.
The course provided by PASS is
driven by regulatory compliance,
but it provides meaningful train-
ing for even the most experienced
operators. The EPA has compiled
a set of minimum guidelines that
each state must follow when devel-
oping training requirements. We also work closely with state
governments to ensure that our program meets or exceeds
their standards.
Questions Contact Kimberly Roberts, NATSOs
member care specialist, at (703) 739-8573
or kroberts@natso.com with questions.
How to Get Into Compliance
by Aug. 8, 2012
In keeping with NATSOs fundamental
purpose to deliver solutions to mem-
bers challenges, NATSO has part-
nered with Practical American Safety
Solutions (PASS) to offer an online
training program that meets the fed-
eral and state requirements.
To prepare for the upcoming dead-
line, you will need to rst identify the
Class A, B and C operators at your facil-
ity. As a reminder, separate individuals
may be designated for each class of op-
erator described above or an individual
may be designated to more than one of
the above operator classes. PASS offers
the same training for both Class A and
B operators.
Next, instruct your Class A, B and
C operators to take the PASS training
online. The online registration can
be found at https://app.passtesting.
com/register?director=35. Class A/B
training can be completed in as little
as four hours and Class C operator
training can be completed in ap-
proximately 40 minutes.
Very Important If you navigate
to the PASS testing site, select NATSO
as your Director.
MAY/JUNE 2012 17
BY MINDY LONG
W
omen are an important part of the nations con-
sumers. They represent a signicant amount of
buying power and can be among the most loyal
and supportive customers a business has.
About 80 percent of all the disposable income is spent
by women, said retail expert Chris Harris, Retail Strategies.
There are very few successful retail operators that ignore
women.
As an added bonus, retailers that strive to attract women can
also boost overall sales. We nd that if you set up your store
to appeal to women, it will also appeal to men, Harris said.
There are certain things women look for in the businesses
they frequent, with cleanliness and safety topping the list.
Women judge the store from its ability to be tidy and
clean. That is not at the top of the list for men, Harris said.
Women dont like going into places that are reeking of
smoke, that have trash all over the place, or that are dirty or
disorganized.
While the majority of professional drivers are men, truck-
stops also do business with the traveling public and the local
community. In addition, more women are taking to the road
either as professional drivers or to travel with their partners.
Truckers are increasingly having partners ride with them and
there are some women truckers out there, Harris said, noting
that about 13 percent of truckers have partners with them.
To attract female customers, Harris recommends opera-
tors focus on the consumer value proposition (CVP). If you
improve the CVP for the women and attract more women, you
will also attract more men, he said.
Little things, such as cleaning pumps every day or plas-
tic nozzle covers each month, add to the CVP, Harris said.
Women dont like to touch dirty, mangy, old plastic covers,
he said.
Ray Newton, Rochelle Travel Plaza, said it is the little things
that end up being the big things. Rochelle Travel Plaza has a
full-time maintenance staff devoted to keeping up the inside
and outside of the building. They focus on the details, such as
air vents that need to be cleaned, light bulbs that need to be
replaced or debris that should be cleaned.
Newton and other NATSO members shared dozens of ways
they keep up the appearance of their location in this issues
Operator to Operator on page 26 and in the March/April issue.
Appearance and Atmosphere
Holly Buchanan, marketing expert and co-author of The
Soccer Mom Myth Todays Female Consumer: Who She
Really Is, Why She Really Buys, said women value bright light-
ing and parking that is close to the building. Clean and conve-
nient restrooms are paramount.
Newton told Stop Watch that women traveling with chil-
dren prefer to have family restrooms available. In the summer
months when the Rochelle Travel Plaza has an increase in the
amount of four-wheel trafc coming through, they let custom-
ers use one of their shower rooms as a family restroom.
Shes
Buying
Boost sales by attracting
women customers
MAY/JUNE 2012 18
Moms traveling with their sons appre-
ciate it and so do dads who are traveling
with young daughters, Newton said.
The location is planning to build family
restrooms in the area that has housed their
phone booths.
Rochelle Travel Plaza has also created two
restroom areas in the location one in the
front of the location that is tailored to four-
wheel trafc and one in the back of location
tailored to professional drivers.
A lot of times drivers like to freshen up before
they sit down for a meal, so this way they
have some privacy, Newton said. The
traveling public may not be used to seeing
someone in the restroom with his shirt off
brushing his teeth.
Women also value customer service, Buchanan said. Look
up and smile at me at the end of a transaction and say, Have
a nice day. Women notice that, but men will like it as well,
she explained.
Music can also add to the atmosphere at a location. It cre-
ates a warmer, welcoming environment, Buchanan said.
In an effort to appeal to women, many companies are in-
stalling brighter signage that utilizes curves, which Buchanan
said will also appeal to Gen Y. Holiday Inn changed their
logo to a brighter green and more of a scriptive H. It is a clas-
sic example of updating their logo to a more female-friendly
design, she explained.
A Broader Product Selection
In addition to the appearance of the store, women value
whats inside. Buchanan said an upscale gourmet coffee offer-
ing can attract women. The upscale gourmet coffee options
with a clean station should be front and center, she said.
Healthier food options are important to women as well. Nu-
tritious snacks, such as nuts, fresh fruits, yogurt, cheeses, veg-
gies and protein bars, all appeal to women on the go. Those
same snacks also appeal to men looking for healthy choices,
Buchanan said.
Tristen Grifth, Sacramento 49er, said she carries some
products tailored to women, such as jewelry and souvenirs.
We have an area in front of our restaurant that is a womans
section, she said. Black Hills Gold is a big seller, so we have
quite a bit of that.
Not only do women represent signicant buying power,
they tend to be loyal customers and often dont mind paying
one or two cents more for a product, Harris said. There are
people who are going to be more price sensitive,
and you cant stop them, but they generally arent
an important part of the total mix, he said.
However, women are only loyal if the brand
really does live up to its promise. If that experi-
ence doesnt live up to it, she is going to notice.
Women are more demanding, but because of
that, when you make the extra effort, they no-
tice it and they appreciate it,
Buchanan explained.
Customers Who
Communicate
Women help generate
word-of-mouth marketing
because they are more likely
than men to write online tes-
timonials and reviews, which
can be a good way for opera-
tors to take advantage of word-of-mouth marketing.
Women absolutely are the majority of all the social media
users and its women of all ages. Women 50 plus are among
the fastest growing users of social media, Buchanan said.
Women share their experiences about brands online because
they want to alert other women that they will have a good ex-
perience there.
No matter how locations choose to enhance the customer
value proposition, Harris advises his clients not to try a gim-
mick. They think putting in an antique truck or a new gizmo
inside the store will attract the customer, but it doesnt funda-
mentally change the consumer value proposition, he said.
A common mistake some companies make is to create a
one-off campaign instead of making a companywide effort.
Women sniff that out, Buchanan said. It has to be a holistic
approach.
By making a genuine attempt to attract women, locations
can improve their overall operations.
When you create the shopping experience women would
like, men will like it better as well, Buchanan said.
Holly Buchanan
looks at female
consumers in her
latest book.
Want to take advantage of Buchanans advice
to add an upscale gourmet coffee offer?
NATSO and Caribou have worked together to create a
comprehensive, contemporary up-market coffee solution
exclusively for NATSO members. Contact Caribou Cof-
fees Ed Brown for more information on the licensing pro-
gram at (407) 375-4917 or ekbrown1@me.com.
Mark your calendar now for The NATSO Show in Savannah, Ga.
February 26, 2013
Savannah International Trade & Convention Center
Westin Savannah Harbor Golf Resort & Spa
THE NATSO SHOW 2013
S AVA NNA H
Save the Date
for 2013
FEB 3-7

SAVANNAH, GA. FEB 3-7

SAVANNAH, GA.
MAY/JUNE 2012 20
Not only would a busi-
ness owner reap tax
benets, but it is a way
to teach the children
nancial responsibility,
said Fred Timmons,
a certied public ac-
countant at Tsakopulos
Brown Schott & An-
chors in San Antonio,
Texas, and the incom-
ing chairman of the
Texas Society of CPAs. A business
owner who hires a child, sets up a
checking account for them and pays
them a salary can teach them to take
care of income.
A start on savings
Sole proprietors or those who oper-
ate LLCs dont have to withhold FICA
taxes on their minor children and the
children can earn up to $5,950 without
incurring income tax.
Children who go to work at their par-
ents S Corporation or C Corporation
will be subject to FICA and income
taxes, but will be taxed at a lower
bracket than their parents.
It is taking money that would be
taxed at the parents income level and
it is taxed at the childs rate, said Abe
Schneier, senior technical manager,
American Institute of
CPAs.
For example, if a par-
ent owns an LLC, earns
$120,000 and is in the
33 percent tax bracket
and pays her child
$5,950, shed save just
about $2,000 in taxes,
Timmons explained.
It also gives the par-
ent the ability to help
the child fund an IRA, Schneier said.
Workers can contribute up to $5,000
per year to a Roth IRA if they have
earned income to substantiate it, said
Jason Collier, a certied nancial plan-
ner with Collier, Webb, Bowden & As-
sociates in Sandy, Utah.
That early investing for teens could
have a huge payout. For example,
a teen who works from the ages of
14-18 and contributes $5,000 a year
to a Roth IRA would have just over
$743,000 when he hits 60, assuming an
8 percent rate of growth, Collier said.
In our scenario you put $25,000
into a Roth and it turned into nearly
$740,000 totally tax free, Collier said.
It is a way to transfer money to your
children essentially tax free, and it
gives them the opportunity to put it in
a Roth where it can grow tax free.
Teens could also withdraw money
from their Roth IRA penalty free to pay
for college. Collier suggests business
owners consult with their tax advisors
for specic tax implications
Follow the rules
Parents do need to follow some pa-
rameters before hiring their children.
Cross your ts and dot your is on
this one because the IRS will look at it,
and if they think youre doing it just to
avoid taxes, you risk ruining the whole
operation, Schneier advised.
There has to be an actual function
the child performs and the job de-
scription and the hours need to be
documented. Plus, the wages need to
be market price.
Pay actual wages for actual servic-
es, Schneier said, adding that the posi-
tion should be ongoing. You cant just
do it one year and not the next or until
the kid goes off to college.
Parents also have to be sure they are
complying with federal and state labor
laws, but Timmons said there is not a
rule of thumb for when a child can go to
work in the family business. Certainly a
13-year-old can help in ling or things in
the ofce, he said. If you pay your ve
year old a wage, I think the IRS would
want to talk to you, he said.
Young Money
Making the most of your childs summer job
BY MINDY LONG
W
ith summer coming, teenagers across America
are looking for summer jobs. For parents who
also own their own business, hiring their minor
children can be a way to teach kids the family business,
bolster their kids work ethic and minimize their own taxes.
NATSU International Study Tour 2012
Sept. 24 - 28, 2u12
Noiway | Lonuon | Paiis
Schedule at a glance
September 2012

Mon 24
th
- Norway Retail Tour

Tue 25
th
- Norway Retail Tour

Wed 26
th
- London Conference

Thur 27
th
- London Conference

Fri 28
th
- Paris (optional)
Reservations and enquiries
All enquiries and reservations for the NATSO
lnternational Study Tour, please contact Darren Schulte
at dchulte@natso.com.
Join the study tour to Europe
this September

The NATSO lnternational Study Tour follows the
success of the 2011 tour to London and Dublin last
September.

The 2012 tour begins in Oslo, Norway, with hosted
retail study tours followed by the Future of
Convenience conference and exhibition in London.

Register through NATSO to receive the NATSO
member discounted rate of GBP 1680 (estimated
$2,665).

Future of Convenience 2012

This unique event brings the industry together and offers convenience and gas retailers from
around the world a unique look into best practice in the advanced European market, as well as
providing a glimpse of the future with international best practice. The program combines
presentations, exhibitions, video interviews and hosted store visits to the most innovative retail
and petroleum formats.

To take advantage of the NATSO TOUR group discount please book your place through
NATSO by contacting Darren Schulte, details below. lncluding information on recommended
hotels, flights and the full itinerary.

Visit www.natso.com/calendar for full event details.


MAY/JUNE 2012 22
NATSO Welcomes New Allied and Travel Plaza Members
New Travel Plaza
Members
Corner Pantry
801 S. Main St.
Kimball, SD 57355
PHONE: (605) 484-4613
CONTACT: Kelly Flannery
Energy Express Travel Center
4500 N. Broadway
St. Louis, MO 63147
PHONE: (314) 383-3700
CONTACT: Steve Madras/John
Geisz
Fontana Truck Stop Center,
Inc.
14264 Valley Blvd.
Fontana, CA 92335
PHONE: (909) 357-1167
CONTACT: Abdul Mardini
Green Travel Plaza
12690 Dolores Way, N.E.
Aurora, OR 97002
PHONE: (503) 358-6555
CONTACT: Ray Batra
Liberty Travel Plaza
P.O. Box 239
Harford, PA 18823
PHONE: (570) 465-4590
CONTACT: Andy Aulakh
Mr. Fuel #7
2945 Burr St.
Gary, IN 46406
PHONE: (636) 947-0255
CONTACT: Kevin Manning
PetroChina Andingmen
Station
Andingmen West Street
Doncheng District, Beijing,
China 100009
PHONE: +86-10-59986389
CONTACT: Jinghui Tian
Salinas Valley Truck Stop
P.O. Box 90
Salinas, CA 93902-0090
PHONE: (831) 422-8801
CONTACT: Neil Fanoe
SINOPEC Sales Co., Ltd.
22 Chaoyangmen North Street
Chaoyang District, Beijing,
China 100728
PHONE: +86 -10-65884878
CONTACT: Qiang Yin
Super Stop Travel Center
550 Wake Ave.
El Centro, CA 92243
PHONE: (909) 226-1245
CONTACT: Ron Samuel
New Associate Members
High Plains Contractors
P.O. Box 1444
Dumas, TX 79029
PHONE: (806) 935-5858
CONTACT: Michael Ramirez
Peninsula Gaming, LLC
5055 W. Patrick Ln., Suite 104
Las Vegas, NV 89118
PHONE: (702) 383-8000
CONTACT: Mike Spainhour
Moved up to Chairmans
Circle level from
Strategic Partner
Valvoline
3499 Blazer Parkway
Lexington, KY 40509
PHONE: (859) 357-7738
CONTACT: Peter Thomson
EMAIL: pbthomson@ashland.
com
WEBSITE: www.valvolinehd.com
New Strategic Partners
AJB Software Design Inc.
5255 Solar Drive
Mississauga, ON L4W 5B8
PHONE: (905) 282-1877
FAX: (905) 238-4460
CONTACT: Vivian Shen
EMAIL: vivian@ajbsoftware.com
WEBSITE: www.ajbsoftware.
com
Burger King Corp.
5505 Blue Lagoon Drive
Miami, FL 33126
PHONE: (305) 378-3632
CONTACT: Kevin Higgins
EMAIL: khiggins@whopper.com
WEBSITE: www.bk.com
Lincoln Energy Solutions
22 S. Main St.
Greenville, SC 29601
PHONE: (864) 242-3003
FAX: (864) 242-9445
CONTACT: Stephen Whitney
EMAIL: swhitney@
lincolnenergysolutions.com
Manseld Oil Co.
1025 Airport Parkway, SW
Gainesville, GA 30501
PHONE: (678) 450-2119
CONTACT: Kristin Kimzey
EMAIL: kkimzey@manseldoil.
com
WEBSITE: www.manseldoil.
com
Pearson Ranch Elk and Bison
Jerky
811 Fruta Road, NE
Rio Rancho, NM 87124-6558
PHONE: (505) 681-0382
CONTACT: Marvin Cromwell
EMAIL: marvin@
pearsonranchjerky.com
WEBSITE: www.
pearsonranchjerky.com
Smoker Friendly E-Cigarette
944 Calle Amanecer, Suite F
San Clemente, CA 92673
PHONE: (800) 918-5271 ext. 10
FAX: (949) 542-3964
CONTACT: Glenn Kassel
EMAIL: glenn@
freedomsmokeless.com
WEBSITE: www.
smokerfriendlyecigarette.com
TNT Sales Golden, Inc.
4860 Ward Road
Wheat Ridge, CO 80033
PHONE: (800) 777-6490
FAX: (800) 852-1757
CONTACT: Scott Robins
EMAIL: srobins@tntsalesco.com
WEBSITE: www.tntsalesco.com
New Travel Plaza Members
Corner Pantry
801 S. Main St.
Kimball, SD 57355
PHONE: (605) 484-4613
CONTACT: Kelly Flannery
Energy Express Travel Center
4500 N. Broadway
St. Louis, MO 63147
PHONE: (314) 383-3700
CONTACT: Steve Madras/John
Geisz
Fontana Truck Stop Center,
Inc.
14264 Valley Blvd.
Fontana, CA 92335
PHONE: (909) 357-1167
CONTACT: Abdul Mardini
Green Travel Plaza
12690 Dolores Way, N.E.
Aurora, OR 97002
PHONE: (503) 358-6555
CONTACT: Ray Batra
Liberty Travel Plaza
P.O. Box 239
Harford, PA 18823
PHONE: (570) 465-4590
CONTACT: Andy Aulakh
Mr. Fuel #7
2945 Burr St.
Gary, IN 46406
PHONE: (636) 947-0255
CONTACT: Kevin Manning
PetroChina Andingmen
Station
Andingmen West Street
Doncheng District, Beijing,
China 100009
PHONE: +86-10-59986389
CONTACT: Jinghui Tian
Salinas Valley Truck Stop
P.O. Box 90
Salinas, CA 93902-0090
PHONE: (831) 422-8801
CONTACT: Neil Fanoe
SINOPEC Sales Co., Ltd.
22 Chaoyangmen North Street
Chaoyang District, Beijing,
China 100728
PHONE: +86 -10-65884878
CONTACT: Qiang Yin
Super Stop Travel Center
550 Wake Ave.
El Centro, CA 92243
PHONE: (909) 226-1245
CONTACT: Ron Samuel
New Associate Members
High Plains Contractors
P.O. Box 1444
Dumas, TX 79029
PHONE: (806) 935-5858
CONTACT: Michael Ramirez
Peninsula Gaming, LLC
5055 W. Patrick Ln., Suite 104
Las Vegas, NV 89118
PHONE: (702) 383-8000
CONTACT: Mike Spainhour
MAY/JUNE 2012 24
W
ith more than a dozen different businesses on 200 acres, Midway Truck
Stop in Missouri is an oasis for highway travelers and locals alike, but
it hasnt always been that way. In 1978 the Bechtold family bought the
Midway Truck Stop, located halfway between Kansas City and St. Louis at the
intersection of I-70 and Hwy 40, at exit 121. Situated on 12 acres, it had two fuel
pumps and a leaky roof.
Businesses within the location today include Under The Gun Tattoo Parlor,
Cannery Row Daycare, Spirit of 76 reworks shop and the largest antique
mall in Missouri. The location, general manager Joe Bechtold and the
employees are also the stars of the hit TV series, Truckstop USA, on the
Travel Channel.
Midway Truck Stop thrives on and off the screen because it is a
destination stop with a wide assortment of unique offerings.
Customers should leave with a feeling that they just went on
a destination trip to someplace special, Bechtold said.
The location caters to independent operators, striving to
give them great service and unique and entertaining things
to do. They bolster this destination brand by offering
unique concerts and events.
In addition to concerts, the locations expo center
holds events, such as horse and car shows. Theyve
also hosted a BBQ competition and have had suc-
cess with eating contests. These events entertain
Activity Center
Midway Truck Stop offers eating
contests, quirky staff and show biz BY AMY TONER
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
Prole in an upcoming issue of Stop Watch, please send an email to editor@natso.com.
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and excite the over-the-road drivers and bring in more local
customers. It also widens their reach. According to Bechtold,
People will travel for those events. They ll up our motel and
come inside to other businesses, such as our bar and c-store.
The Midway Truck Stop advertises on the radio, on televi-
sion and in the local newspaper, but Bechtold believes the
majority of their new business comes from word of mouth and
he focuses on getting locals to spread the word. For example,
Midway Truck Stop has a small bus they use to pick up people
from the local retirement community. These folks are given
small samples in the diner and shown hospitality that they will
hopefully spread word of to their friends and families.
Good, distinctive offerings are a must, but Bechtold be-
lieves the experience starts with happy, smiling employees.
He told Stop Watch, We hire fun and quirky front-of-the-
house employees to further differentiate ourselves.
In total the location has 70 full-time employees and many
part-time and seasonal employees. The diner, c-store and an-
tique mall serve as the biggest employment centers.
Bechtold treats employees like family. He includes them in
the large-picture decision making and incentivizes them with
bonuses based on performance.
To improve customer service, he keeps his employees
happy and well trained. He explained, Nothing compares.
You cant force an unhappy person to memorize and recite a
greeting. It doesnt work.
His approach to management must be working because
most of their managers have more than 15 years of experi-
ence.
Behind the Scenes at Truckstop USA
Enough about the location, lets hear about the TV show,
right?!
Film crews didnt just show up and begin lming out of the
blue. First, the Midway Truck Stop participated in one of 300
interviews producers conducted to nd the right location
for the show. Once selected, Bechtold did his due diligence
on the production company and the Travel Channel, which
included extensive reference checks, before he signed on
for a pilot.
Prior to lming, Bechtold made sure that it was clear that to
have a successful partnership, all parties would need to have
mutual trust for one another. This ground work paid off. He
said the production company and the Midway Truck Stop are
partners with both striving to make us look good.
When asked for a behind-the-scenes peek at lming,
Bechtold said it takes a lot longer than you would think to cre-
ate each episode. For example, the production company typi-
cally lms for six days a week for one episode. Bechtold has to
be on set the entire time to ensure his location is represented
well and that nothing happens that he doesnt know about.
For Bechtold an unexpected outcome of the show is that
fans come in every hour to see the location. The fanfare has
been fun for the locations staff. The average convenience
store worker doesnt expect to have fans, Bechtold said.
Meet Bechtold
Joe Bechtold was living in
Australia when he decided
to come home to run
the family business. Now
he has been the general
manager of the Midway
Truck Stop for 11 years.
Like most in the industry,
day-to-day his biggest
worry is keeping his dozen
businesses protable. He
said, Running a truckstop
is hard work.
Bechtold is always
looking for new ways
to improve and looks
outside the box for ideas.
His advice, Never get
comfortable and keep
pressing for something
better.
Visit the Travel Channel online at
www.travelchannel.com/tv-shows/truck-stop-usa
to see clips from the show.
Owner Joe Bechtold
leads a quirky and fun
staff in the reality series
Truckstop USA on the
Travel Channel.
MAY/JUNE 2012 25
What small things add to your overall customer experience?
Want to be featured in the next Operator to Operator?
Our next question to discuss is How do you keep your management interested in
the business? Submit your answers to editor@natso.com by July 1, 2012.
We have a dress code. It is always worth
the minimal effort it takes to put one
together. We invest in new branded uni-
form shirts twice a yearspring/fall. We
also require business casual pants in kha-
ki/brown or black. Even if branded uni-
form shirts are not in the budget, requir-
ing a specic colored collared shirt with
khaki/black pants will immediately bring
a professional image to your team. NO
HOODIES!!!! When team members have
to change clothes and clean up to get
here, they know they are coming to a
job where brand is important. When it
comes to signage, we absolutely do not
allow a handwritten sign to go up. Ev-
eryone has a computer and a printer and
laminating sheets are our best friend. In
the category merchandising and clear-
ance areas, people place value on things
if you do. As soon as we throw things
up wherever there is room, it reduces
the feeling that this is something very
cool that looks great and I need. Clear-
ance can still make money if properly
merchandized and placed up front, so
our fuel desk team can point the deals
out to guests as they come up to the
fuel desk. Finally, clean restrooms and
showers cannot be over emphasized.
We easily get a comment or more a day
on how clean our restrooms and show-
ers are and its because we not only ask
the team to clean them as part of shift
duty, our leaders on duty are required to
check them twice a shift and document
the time. We do the same for our food
areas, casino, gas and diesel islands.
Ericka Schapekahm
Coffee Cup Fuel Stop
We are about a half mile off the inter-
state, so we mow the medians from the
time you exit until about a quarter mile
past our facility. We also use landscaping
with owers, shrubs and trees. We want
to ensure that customers entering or
leaving Lee Hi have the best experience
possible.
Corey Berkstresser
Lee Hi Travel Plaza
We recently had the director of the Utah
Small Business Development Center
come to our business and put on train-
ing classes for customer service. It went
really well, and I think all of our employ-
ees learned something from it. He had
a lot of good information and presented
very well. It always seems to make a
bigger impact on my employees when
someone from the outside comes in for
events like this. Im sure that every state
has something or someone like this, and
I recommend that other operators take
advantage of it. The other good thing
about this is it was free.
Allen Burns
West Winds Truck Stop
Ericka Schapekahm
Allen Burns
Corey
Berkstresser
MAY/JUNE 2012 26
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