In his own words: Steve Besso of Reno Vulcanizing

Northern Nevada Business Weekly: Tell us about Reno Vulcanizing Works and the duties of your position.

Steve Besso: We are a fourth-generation automotive repair shop and tire dealer that has been fortunate enough to serve the Reno area for 90 years. Reno Vulcanizing Works was founded in 1922 by Frank Menante and Gus Besso. It survived the hard times of The Great Depression and the product rationing of World War II. In the late 1940s the business was taken over by Ralph Menante and Lee Besso, and in 1954 the business was moved to Sixth and Virgina streets, which according to several patrons was "too far out of town."

In 1968 another location was built at 450 E. Plumb Lane, and by this time Larry and Fran Menante were actively involved in the management of Reno Vulc. Again Reno Vulc was fortunate enough to weather the hyperinflation of the Carter years and several recessions. By the late 1980s Ralph and Larry Menante and Lee Besso decided to retire, leaving Fran Menante, Mitch and Steve Besso to manage Reno Vulc. During this period, a third location was built in Sparks at 225 E. Prater Way. As of 2008 Fran Menante retired, just in time to miss the worst economic downturn since The Great Depression. Even thru this time, Reno Vulc continues to grow and we now have Josh Besso, Mitch's son, and Steveelee Besso, Steve's daughter, the fourth generation in the business.

The duties of my position include all facets of the operation of business, one of my most important duties being hiring and motivating the excellent employees we have at Reno Vulc.

NNBW: How did you get into this profession?

Besso: As a young person we were expected work in the business and believed this to be a normal situation. After graduating from college I felt Reno Vulc was a wonderful opportunity and made the commitment necessary to be a leading part of the business.

NNBW: What's the most important thing you have learned in your career?

Besso: There are so many: how to manage money, people and situations, but in general I would say it is to treat people as you would wish to be treated.

NNBW: Reno Vulcanizing has been in business for 90 years what's the company's secret for success?

Besso: I believe it is treating people as you wish to be treated. I am constantly asking my people, 'Would you sell this part or service to your mother or grandmother?'

NNBW: How do you compete against the national service chains?

Besso: By providing honest, quality service. In many cases the national chains are looking only at short-term profits, and that is how they train their people and design their business model. I believe in developing a long-term relationship with our clients. We will provide only needed services when the client can afford them.

NNBW: What was your first job?

Besso: It was sweeping the floors and installing traction studs in winter tires at Reno Vulcanizing.

NNBW: Tell us about your dream job. Why aren't you working it?

Besso: My dream job would be owning and living on a ranch in the Ruby Valley with hired hands that dealt with the cows and hauled the hay. I am not working it because I believe it is a young man's occupation and at this point in my life I don't feel I could physically hold up.

NNBW: Have any advice for someone who wants to enter your profession?

Besso: Be honest, sell what is needed, do not hard sell. You will develop a long term, satisfying and profitable relationship with your customers.

NNBW: What's the most fun you have had on the job?

Besso: Solving problems that our elderly customers view as a crisis in a timely manner. I find it quite rewarding to experience the sense of relief these customers exhibit when these issues are solved.

NNBW: What's the best advice anyone ever gave you?

Besso: Treat people fairly, thank them for their business, and be grateful they have chosen your company to do business with.

NNBW: What are your favorite hobbies or pastimes? How do you spend your time away from work?

Besso: Outdoor activities such as hunting, fishing and exploring Nevada with my family.

NNBW: What has been your biggest professional accomplishment?

Besso: Seeing Reno Vulcanizing grow and remain a viable, profitable business.

NNBW: What did you dream of becoming when you were a kid?

Besso: A rancher in northeast Nevada.

NNBW: If you had enough money to retire right now, would you?

Besso: I would like to at least partially retire, but the next generation still needs further training and mentoring.

NNBW: What's the last concert or sporting event you attended?

Besso: The last concert was Yanni in San Francisco, and the last sporting event was a Reno Aces game.

NNBW: Where's your perfect vacation spot?

Besso: Our cabin in Salmon Idaho.

NNBW: Why did you choose a career in northern Nevada? What do you like most about working/living here?

Besso: My family roots are here in northern Nevada and I have found few places that can come close to Reno. The people and the open spaces and beauty of northern Nevada.

The basics:

Name: Steve Besso/owner, president, Reno Vulcanizing Works

Number of years in this job? 40 years

Education: University of Nevada, Reno graduate

Last book read? "Escape from Camp 14" by Blaine Harden

Favorite flick? "Matrix," "Schindler's List," "Shrek"

What's on your iPod? I don't have one.

Spouse, kids or pets? My spouse of 16 years is Cheryl Besso. We have one daughter, Steveelee Besso, who is 13 years old. Our pets are one horse, four dogs, two cats, one rabbit, 16 ducks, one goat, and who knows what else may be home when I get there.

Know someone whose perspective you want to share with NNBW readers? Send contact information to: rsabo@nnbw.biz or call 775-850-2146.