Grass Valley Tire: It’s a family thing
March 12, 2013
A recently opened business has rolled into town in the form of the Grass Valley Tire store.
The store opened December 2012, and the family just moved to the area in February after it made the daily three-hour commute from Shingle Springs.
"We'd been looking to open our own tire shop for about a year. My husband went to work after construction kind of went down, so we had the opportunity," said Reenie Morrison, who owns the store with her husband, Johnny.
The family moved with its three children, Steven, who also works in the store from time to time, Sydney, a student at Bell Hill Academy, and Cassidy, a Nevada Union student.
After searching for a location to open up its store, the family came across Grass Valley and fell in love with the area, Morrison said.
"It's beautiful, and people are welcoming and friendly," Morrison said. "We did research, and people needed an affordable tire shop, and we could meet or beat the pricing of other companies. We came in and looked up the area. It still has a small town feel. Our kids are in school, so we wanted a place we could raise them and feel comfortable that they are in a good area."
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The children are involved in the community, as Sydney recently began to play soccer, and Cassidy is involved in the Nevada Union dance program.
"We not only want to come and run a business and try to sell tires to people, but we want to be involved in the community with the schools and give back also," Morrison said.
Though the store is exclusively family-operated, Morrison said she hopes to one day expand.
"We hope one day we'll be able to hire in the community," Morrison said.
The idea for a tire shop came after Johnny Morrison worked in multiple tire stores, until he became manager and the couple decided to open up its own store.
"After construction died down about 10 years ago, I just got into the tire game, and I've been down the hill in Auburn for six or seven years and realized how many people were coming from Grass Valley," Johnny Morrison said. "We're just getting it up here and offering brand name tires for discount prices and also used tires, which nobody really does anymore, and not trying to do a 'it's this or nothing,' what a lot of high-end shops do, not treating customers like people, treating them like an invoice number, and we're more family-oriented, not like a big business."
The utility of the tires is something Morrison said she hopes will make the business a success.
"People can put buying tires off for as long as they can, but they're eventually going to need them, and we thought with the way the job market is what we can offer that is a service people need to be able to support ourselves and our family," Morrison said.
Though the move required a change for the family of Grass Valley Tire, it's one the family said is for the better.
"We feel really good about the move and expect to offer good things for the community," Morrison said. "We're not just coming and taking money away to somewhere else."
To contact Staff Writer Jennifer Terman, email firstname.lastname@example.org or call 530-477-4230.