In his own words: Steve Yarborough, Sierra Service Stations

Northern Nevada Business Weekly: Tell us about your company and the duties of your position.

Steve Yarborough: My wife, Laurie and I own and operate Sierra Service Stations & MST Tire Centers with four old-fashioned “full-serve” service stations with automotive service in Reno and Sparks. We recently purchased Mill Street Tire in Reno and have added complete automotive service to that location. Fleet Solutions was started in 2006. We provide GPS tracking and management services for large and small fleets across the country. Sierra Service Stations was started in 1975 with the purchase of Lakeside 76 at the corner of Plumb Lane and Lakeside Drive in Reno. Over the years we have operated as many as 15 different locations in California and Nevada.

NNBW: How did you get into this profession?

Yarborough: I really enjoyed working with my father in his business, and I had a passion for automobiles. I was fortunate enough to be able to purchased my first service station at age 19.

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

Yarborough: Keep a positive attitude and treat everyone fairly.

NNBW: How did the recession change the way you do business?

Yarborough: No major changes were required, it was business as usual.

NNBW: What was your first job?

Yarborough: Working with my father at his service station at age 12.

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

Yarborough: I already am.

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

Yarborough: Stay positive, treat everyone fairly, never stop learning and seeking to improve.

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

Yarborough: Working with so many diverse people and businesses.

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

Yarborough: Stay positive, treat everyone fairly, never stop learning and seeking to improve!

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

Yarborough: Motorcycling (on and off road) and boating.

NNBW: If you could live your life over again, what one thing would you change?

Yarborough: I don’t think I would change a thing, I truly believe that everything happens for a reason, and everything that has happened so far has brought me to this place in my life that I truly enjoy.

NNBW: What has been your biggest professional accomplishment?

Yarborough: Still doing this after 38 years and enjoying it, along with the opportunity to purchase our locations from the major oil companies and becoming truly independent.

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

Yarborough: An automotive designer, inventor or engineer.

NNBW: What can you do that someone else can’t?

Yarborough: Being as passionate about what we do and enjoying it, operating multiple businesses without a lot of stress and being able to go back to college to become a minister.

NNBW: If you had enough money to retire right now, would you? Why or why not?

Yarborough: I would probably not retire but I would dedicate more time to pastoral service.

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

Yarborough: The Who.

NNBW: Where’s your perfect vacation spot?

Yarborough: Anywhere on a motorcycle adventure or being or near the water.

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

Yarborough: Once I started here, I have continued to expand and grow in this community. I love all of the outdoor recreation and beauty. The “Biggest Little City” is still small enough to feel a real sense of community and large enough to provide variety in culture and entertainment.

Know someone whose perspective you would like to share with readers? Email reporter Rob Sabo at or call him at 775-850-2146.


Use the comment form below to begin a discussion about this content.

Sign in to comment