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JANUARY/FEBRUARY 2012
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THE NATSO SHOW 2012 OFFICIAL

SHOW GUIDE AND BUYERS GUIDE
One-on-One Consulting
JetBlue Cofounder Ann Rhoades
The Truckstop of the Future
Great Ideas! for Independent Operators
6
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CHAIRMANS LETTER
Your 2012 Goal: Get Involved
new year is upon us. It is a pleasure
Day on Capitol Hill. At this event you will have the
to write my first letter as Chairman of
fabulous opportunity to meet with your elected
NATSO. It is an honor to be serving with
officials and tell them what is on your mind. You
you. You all come from different backgrounds,
elected them and for now you are stuck with
different lifestyles, and different ways of
them; go and make sure they are representing
thinking, but we are all the same in one aspect.
you and what you stand for. These elected
We all need each other as people, as business
officials can have a huge impact on your business.
operators, as friends. I consider each
Make sure they have your best interest in mind.
of you my friend. Together, lets get
Get involved with your elected officials.
involved.
As we tackle another year, let us
asset to you. See what NATSO can do for you and
be mindful of the business we are in.
see what you can do for NATSO. Soon you will
We are in the business of taking care
see that those obstacles, challenges and surprises
of each other. We are in business to
are just things to make you stronger stronger
make money, to show a profit, but in
than you ever thought possible.
a sense we are all in the hospitality
Darrin Flitton
Being a member of NATSO can be a great
I am excited to be your new 2012 NATSO
business. Our doors are open with a
chairman. I believe in NATSO. I believe in its
warm welcome to greet each other.
cause. I believe in you. Call NATSO on the
We need each other.
phone; someone will pick up and he or she will
As 2012 now fully embraces us,
be eager to help you. Ask NATSO how you can
we may face obstacles, challenges and surprises.
become involved. You will be amazed by the
Other industries think of challenges as tough,
things you can do. Whether you come from a
obstacles hard and surprises too surprising, but
small town in the middle of nowhere or a large
we are in the travel plaza business. It is a business
city hidden among the masses of people, you still
that can overcome any obstacle, any challenge
are important to this cause. Become involved.
and every surprise.
Raise your hand and ask, What can I do? Be
I encourage you this year to set yourself a goal

to become more involved. Jump off the fence and
go in feet first. Find out what is around the corner
for you. Get involved in NATSO. Get involved in
involved as if your business and job depends on

it, because it does.
I look forward to working with you in 2012. Lets
make it the year we all get involved.
something that can affect your business, your

life and your peace of mind. Attend The NATSO
Best regards,
Show. Go there with an open mind, participate in

roundtables and seminars, and talk to people and
see what there is to offer. You will be surprised at
what you can learn and do.
After The NATSO Show, register for the NATSO
Darrin Flitton
2012 NATSO Chairman
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JANUARY/FEBRUARY 2 011
Like us on
Facebook.
w w w. n a t s o . c o m
COLUMNS
Letter
3 Chairmans
Get involved with NATSO
24
CONTENTS
31 The NATSO Show 2012
Operator to Operator
Selling DEF
32 Schedule-At-A-Glance
DEPARTMENTS
34 Education
Action Report
6 NATSO
Protecting the industrys
interests
39 Human Library
Update
20 Foundation
Bill Moon Scholarship winners
40 Future Leaders Sessions
FEATURES
Payments
13 Easy
Cardless fueling is
coming soon
42 Networking Events
44 Show Floor Map
Basics
18 Biodiesel
Answers to common questions
50 Exhibitors and Sponsors
about selling biodiesel
Profile:
22 Member
Broadway Flying J
64 Show Promotions and Specials
Rising from the ashes

after a devastating fire
68 Products and
Human Library
25 The
A wealth of experience
Services Providers
to check out at
The NATSO Show
CONTACT US
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
The NATSO Foundation

1737 King Street, Suite 200
Alexandria, VA 22314
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
Email: editor@natso.com
Phone: (703) 549-2100
agents will defend, indemnify and hold harmless Stop

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Periodicals postage 024-723 paid at Alexandria, VA
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POSTMASTER: Send address changes to Stop Watch,
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JANUARY/FEBRUARY
JULY/AUGUS T 2011 2012
STOPWATCH
Protecting the Industrys Interests
NATSO Scorecard
n 2011, NATSO tackled a host

of issues of vital importance to
the truckstop and travel plaza
industry. Reauthorization of surface

transportation funding, rest area
commercialization, interstate highway
tolling and credit card interchange
fees topped the industrys list of
critical concerns. This scorecard is
designed to illustrate key public
policies facing legislative action. Each
of these issues represents a public
policy priority for NATSO and its
members. Government affairs and
advocacy coverage in Stop Watch is
brought to you by NATSO Inc.
Highway
Reauthorization
NATSO Position
NATSO strongly supports passage of a
full six-year highway authorization law that
maintains the gas tax as the primary method
of funding transportation infrastructure.
Status
The Senate Environment and Public Works
(EPW) Committee unanimously approved a
highway reauthorization bill, MAP21, which
would fund the nations transportation
program for two years at current funding
levels. The legislation does not expand
tolling or allow rest area commercialization,
but does seek to expand truck parking. The
bill included an amendment requesting
that the Department of Transportation
(DOT) study the development of a national
electric vehicle charging infrastructure.
While the House has yet to offer specific
legislation, Speaker of the House John
Boehner (R-Ohio) has called for a five-year
highway bill at current spending levels.
The funding gap will be filled through new
revenues from expanding offshore oil and
gas drilling, expanded oil shale production
and exploration of the Arctic National
Wildlife Reserve (ANWR).
Activities
NATSO has participated in House and
Senate stakeholder meetings. The major
issue is funding, as current revenues into the
highway trust fund are insufficient. Although
proposals to generate additional revenues
are being considered, an increase in the gas
tax remains off the table.
Outlook
Senators on the Finance Committee are
looking for the $12 billion needed. There is
no timetable for the full Senate to consider
the legislation. House Transportation and
Infrastructure Committee Chairman John
Mica (R-Fla.) said he expected to introduce
a House version of the highway bill in early
2012. However, many believe it unlikely that
both houses will act on a reauthorization until
after the November 2012 election.
Tolling
Rest Area
Commercialization
NATSO Position
NATSO strongly opposes any attempt
to weaken the ban on rest area
commercialization.
Biodiesel Tax
Credit Extension
NATSO Position
NATSO strongly supports an extension of
the biodiesel tax credit.
Status
NATSO Position
NATSO strongly opposes the addition of
new tolls to existing interstate highways.
Sen. Mark Kirk (R-Ill.) introduced legislation

(The Lincoln Legacy Infrastructure
Development Act) that would increase
the use of public-private partnerships in
transportation financing, including rest
area commercialization. A companion bill
introduced in the House by Rep. Randy
Hultgren (D-Ill.) under the same title does
not include portions dealing with rest area
commercialization. The Senate EPWs
two-year highway bill does not allow the
commercialization of rest areas.
Status
Activities
States continue to look to tolling as a way

to raise transportation revenue. The current
Senate version of the highway bill does
not make changes to current tolling pilot
programs, despite pressure to expand them.
In the House, no language has been made
available. However, House Transportation
and Infrastructure Committee Chairman
John Mica (R-Fla.) has said that he opposes
tolling existing interstates.
In 2011, Virginia Tech completed a study

on the impact of commercial rest areas
on business activity at interstate highway
interchanges. The study has been
well received on Capitol Hill. NATSO
continues to build an effective coalition
of stakeholders committed to maintaining
the federal ban on commercial rest areas.
Most recently, the National Restaurant
Association joined the group. Burger
King and McDonalds also held fly-ins
for franchisees to lobby on this issue.
Activities
FHWA has given preliminary approval
to Virginia to toll I-95 under a DOT pilot
program. In addition, Missouri DOT Director
Kevin Keith said his agency will call on state
lawmakers to authorize tolls on I-70 between
St. Louis and Kansas City. NATSO is working
with its coalition partners and others to
explore options both at the state and federal
level to defeat the initiatives.
Outlook
NATSO and coalition partners recently met
with House Transportation and Infrastructure
Committee staff to request that the pilot
tolling programs allowing limited tolling
on existing interstates be repealed in the
upcoming transportation reauthorization.
Unfortunately, it appears unlikely that this
will occur.
Outlook
The Senate EPWs version of the highway
bill does not seek to commercialize rest
areas. If and when the bill is considered
by the full Senate, NATSO will continue
to educate lawmakers about the issue and
watch for any potential amendments on
the subject.
In the House, NATSO has had
encouraging meetings with the committee
leadership and members about rest
area commercialization. Committee
staff has reached out to NATSO about
incorporating provisions to encourage
state Departments of Transportation
to offer rest area sponsorships and
advertising as a way of generating revenue
to offset costs.
Status
On Dec. 17, 2010, the biodiesel tax credit
of $1 per gallon was reinstated from Jan. 1,
2010, through the end of 2011. The bill also
extended the ethanol tax credit of 45 cents
per gallon.
Activities
Until recently, the National Biodiesel Board
(NBB) has been pursuing structural changes
to the biodiesel tax credit. The changes
include shifting the credit to the producer
level, making imported product ineligible,
and requiring producers and marketers to
differentiate between fuel used for on-road
and off-road use. While NATSO supports
extending the credit, NATSO and PMAA
expressed concern to NBB regarding these
changes.
Outlook
Congress did not act to extend the biodiesel
or ethanol tax credits and both expired on
Dec. 31, 2011. While there is some discussion
on Capitol Hill about including provisions
in possible tax extender legislation early
in 2012, given the pressures on Congress
to reduce the deficit, all tax credits and
incentives are under scrutiny.
Climate Change
Legislation
Truck Parking
NATSO Position
NATSO supports the federal funding of truck
parking but strongly believes funds should
be allocated in conjunction with the private
sector.
Credit Card Fees

NATSO Position
NATSO strongly supports the reform of
interchange fees to restore balance between
retailers and credit card companies.
Status
NATSO Position
NATSO remains opposed to a cap-and-trade
system that would establish an exchange
where industries could buy emissions credits
after exceeding emissions caps.
Status
Environmental groups and politically
motivated state Attorneys General filed
lawsuits against energy companies, refiners,
manufacturers and other businesses based
on perceived harm from climate change they
say resulted from the companies business
practices.
Activities
NATSO joined on an amicus brief in one
such case, American Power Co., Inc., et al vs.
the State of Connecticut. Although NATSO
members were not targeted in this specific
lawsuit, the association took this action to
head off similar, expensive action that might
target its members down the road.
Outlook
The Supreme Court ruled against the State of
Connecticut, supporting the concerns raised
in NATSOs amicus brief.
The Senate highway reauthorization bill

included a section on truck parking titled
Jasons Law. The section authorizes states
to use certain appropriated dollars for truck
parking facilities, including constructing
rest areas with expanded truck parking;
constructing commercial truck parking
facilities adjacent to commercial truckstops
and travel plazas; opening existing inspection
and weigh station facilities to truck parking;
and promoting the availability of publicly
or privately provided truck parking on the
National Highway System using intelligent
transportation systems.
Activities
NATSO worked with Senate EPW Committee
staff to make sure private businesses were
eligible under the section. NATSO also
has worked with the Owner Operator
Independent Drivers Association (OOIDA)
and Jasons Law sponsor Paul Tonko (D-N.Y.)
to make sure the legislation protects the
federal ban on commercial rest areas.
Outlook
While the Senate EPWs version of the
highway bill contains Jasons Law and
devotes more funding to truck parking, it
remains unclear whether the House version
of the bill will contain language regarding
truck parking.
Status
Effective Oct. 1, 2011, the new interchange
fees for debit transactions were capped at
21 cents per transaction, in addition to a
charge of 0.05 percent of the transaction
amount to cover fraud. The Federal Reserve
also has banned banks from routing debit
card transactions through any one payments
network beginning in April, and requires at
least one unaffiliated network on all debit
cards.
Activities
Reacting to new fees that banks are imposing
on consumers, Rep. Jason Chaffetz (R-Utah)
and Bill Owen (D-N.Y.) have introduced H.R.
3156 to repeal the Durbin amendment in
the Dodd-Frank financial reform legislation.
Outlook
NATSO continues to lobby to retain the relief
that retailers got through the Dodd-Frank
financial reform legislation and continues to
push for reform to credit card interchange
fees. Its unlikely that the Rep. Chaffetz
legislation will get the traction it needs to
pass during an election year.
NATSO Board of Directors

2012 Board of Directors
Dan Alsaker, At-Large Director
Broadway Truck Stops, Spokane, Wash.
Mark Augustine, At-Large Director
Triplett Inc., Kan.
2012 Executive Committee

Darrin Flitton
Chairman
Sinclair Oil Co.
Salt Lake City, Utah
Bobby Berkstresser, Steering Council Chairman

Vesuvius Inc., Raphine, Va.
Roger Cole, Chair Elect
Highway Service Ventures, Inc., Ashland, Va.
Darrin Flitton, Chairman
Sinclair Oil Co., Salt Lake City, Utah
Bobby Berkstresser
Steering Council Chairman
Vesuvius Inc.
Raphine, Va.
Jimmy Haslam, Chain Director

Pilot Flying J, Knoxville, Tenn.
Tom Heinz, NATSO Foundation Chairman
Heinz, Inc., Aberdeen, S.D.
Frank Love, Chain Director
Loves Travel Stops Inc., Oklahoma City, Okla.
Roger Cole
Chair Elect
Highway Service Ventures, Inc.
Ashland, Va.
Delia Moon Meier, At-Large Director

Iowa 80 Group, Walcott, Iowa
Lisa Mullings, President & CEO
NATSO Inc., Alexandria, Va.
Tom OBrien, Secretary/Treasurer
TravelCenters of America, Westlake, Ohio
Roger Phillips, Allied Director
Bridgestone Bandag Tire Solutions, Nashville, Tenn.
Bob Ryan, At-Large Director
Atlanta South TA, Jackson, Ga.
Tom OBrien
Secretary/Treasurer
TravelCenters of America
Westlake, Ohio
Lisa Mullings
President & CEO
NATSO Inc.
Alexandria, Va.
Bill Vollenweider, At-Large Director

Detroiter Travel Center, Woodhaven, Mich.
NATSO Committees
Government Affairs Committee
The NATSO Government Affairs Committee prioritizes and
implements the political advocacy efforts of the association.
Mike Lombardi, Chairman
TravelCenters of America, Westlake, Ohio
Bob Wollenman, Vice Chair
Deluxe Truck Stop, St. Joseph, Mo.
Dan Alsaker
Jim Anderson Jr.
Truck N Travel (TA), Coburg, Ore.
Ernie Brame
Kenly 95 Petro Truckstop, Kenly, N.C.
Roger Cole
Highway Service Ventures Inc., Ashland, Va.
Jim Goetz Jr.
Goetz Companies Inc., Portage, Wis.
David Layton
CAT Scale Co., Walcott, Iowa
Carl Martincich
Loves Travel Stops and Country Stores, Oklahoma City, Okla.
Mitch Steenrod
Pilot Flying J Travel Centers, Knoxville, Tenn.
Delia Moon Meier
Iowa 80 Group, Walcott, Iowa
Walt Muralt
Muralts Inc., Missoula, Mont.
Scott Paulson
Watkins Co. dba Tomahawk Auto Truck Plaza, Denver, Colo.
Chet Reilly
Bill Vollenweider
Detroiter Travel Center, Woodhaven, Mich.
Get involved
NATSO wants you! Member volunteers shape the

associations goals and priorities and carry the industrys
message to Capitol Hill. Contact Christine Schoessler by
e-mail at cschoessler@natso.com or by phone at (703)
739-8567 to learn more about volunteering with NATSO.
10
Leadership Development and

Nominating Committee
The Leadership Development and Nominating Committee
identifies and nominates potential NATSO and foundation
leaders, develops evaluation criteria for board members and
volunteer leaders and markets volunteer opportunities to
potential leaders.
Scott Paulson, Chairman
Watkins Co. dba Tomahawk Auto Truck Plaza, Denver, Colo.
Dan Alsaker
Charlie Bosselman
Bosselman, Inc., Grand Island, Neb.
Darrin Flitton
Sinclair Oil Co., Salt Lake City, Utah
Jimmy Haslam
Pilot Flying J Travel Centers, Knoxville, Tenn.
Tom Heinz
Lisa Mullings
NATSO, Inc., Alexandria, Va.
Deanne Schatz-Eisenschenk
Petro Fargo and Schatz Crossroads Truckstop, Fargo, N.D.
New Products Committee

The New Product Committee provides insight into member
needs (especially prior to and during the early phase of new
product development).
Bobby Berkstresser, Chairman
Don Demko
Eco Travel Plaza, Crossville, Tenn.
Sean Flynn
Flynns Travel Plaza, Shrewsbury, Mass.
Scott French
Little America, Cheyenne, Wyo.
Dwight Gaiter
Johnsons Corners, Johnstown, Colo.
Tristen Griffith
Sacramento 49er Truck Plaza, Sacramento, Calif.
2012
11
NATSO Welcomes New Allied

and Truckstop Members
New Travel Plaza Members
Coffee Cup Fuel Stop #1
P.O. Box 748
Summit, SD 57266-0748
PHONE:
(605) 398-6493
CONTACT: Tom Heinz
Coffee Cup Fuel Stop #9
27638 Hwy. 385
Hot Springs, SD 57747
PHONE:
(605) 229-4793
CONTACT: Tom Heinz
New Chairmans Circle Members
Renewable Energy Group
416 S. Bell Ave.
Ames, IA 50010
PHONE:
(515) 239-8118
FAX:
(515) 239-8009
CONTACT: Alicia Clancy
E-MAIL:
Alicia.clancy@regi.com
WEBSITE: www.regi.com
TelaPoint
9500 Ormsby Station Road,
Suite 402
Louisville, KY
PHONE:
(801) 376-3766
FAX:
(503) 371-6708
CONTACT: Greg Iverson
E-MAIL:
giverson@telapoint.com
WEBSITE: www.telapoint.com
Moved up to Chairmans Circle
from Strategic
Double Coin Tire
406 E. Huntington Drive, Suite 200
Monrovia, CA 91016
CONTACT: Walter Weller
PHONE:
(626) 500-8452
FAX:
(626) 301-9579
E-MAIL:
walter.weller@cmaintl.com
WEBSITE: www.cmaintl.com
12
New Allied Members

Impulse Merchandisers
9132 Farley Lane
Overland Park, KS 66212
PHONE:
(913) 707-6708
FAX:
(913) 599-1455
CONTACT: Patrick Logan
E-MAIL:
patrick@impulsemerchandisers.com
WEBSITE:
www.impulsemerchandisers.com
Top Dawg Electronics
13630 Immanuel Road, Suite E
Pflugerville, TX 78660
CONTACT: Jared Jolly
PHONE:
(512) 251-8472
FAX:
(512) 233-0592
E-MAIL:
jared@topdawgelectronics.com
WEBSITE:
www.topdawgelectronics.com
Trillium USA
2150 South 1300 East, Suite 450
Salt Lake City, UT 84106
CONTACT: Jennifer de Tapia
PHONE:
(800) 920-1166
FAX:
(801) 521-7692
E-MAIL:
jdetapia@trilliumusa.com
WEBSITE: www.trilliumusa.com
Uniden Corp.
4700 Amon Carter Blvd.
Fort Worth, TX 76155
PHONE:
(817) 858-2480
FAX:
(817) 858-3228
CONTACT: Garry Cole
E-MAIL:
gcole@uniden.com
WEBSITE: www.uniden.com
Valvoline
3499 Blazer Parkway
Lexington, KY 40509
PHONE:
(859) 357-7373
FAX:
(859) 357-2359
CONTACT: John Voight
E-MAIL:
jkvoight@ashland.com
WEBSITE: www.valvoline.com
Register
Today!
It isnt too late
to invest in your
truckstop or
travel plaza by
registering for
The NATSO Show.
Call (703) 549-2100
or visit
www.natsoshow.org
Easy
Payments
Cardless fueling coming soon to a station near you
BY MINDY LONG
n the 90s, pay-at-the pump changed the way shoppers paid for
the customers and it reduces the chance for fuel thefts to occur,
Meyer said.
fuel. Now new payment technologies such as radio-frequency-
Loves has announced plans to install technology from QuikQ,
identification systems, Google Wallet, and EMV chip debit and
Franklin, Tenn., at all of its pumps. The national chain is currently
credit cards are changing the way consumers pay for goods.
testing RFID at a few locations, but Meyer said there is not a solid
They are also shaping the hardware and software retailers are
installing.
timeline for rolling it out.

Were making sure that everything works from the time the truck
Were seeing that savvy retailers know their advantage is
pulls into the bay, the pump is turned on, the billing takes place
convenience, said Mike Finley, head of petroleum and convenience
and the transaction is transmitted to the customers home office,
retail product development for software provider Radiant.
Meyer said. Were doing this for our customers and as such we
The right technology can add to the convenience factor already

prevalent at the nations truckstops and travel plazas.
want to make sure it works exactly like we want it to.

Tom Liutkus, marketing director for TravelCenters of America,
told Stop Watch TA is considering RFID and similar technologies
RFID Technology
from three different sources.
To make things easier for drivers, Loves Travel Stops and Country
At this time we are still evaluating options, whether it be one,
Stores plans to install radio-frequency-identification technology
two, all or none of these, he said. We are concerned, of course,
(RFID) at all of its locations. RFID relies on a radio signal from a
about demand for the technology relative to its costs, but weve
tag attached to the truck or trailer that sends a signal to a sensor
not made any final conclusions at this time, nor have we finished
located in the fuel island canopy. Once the sensor reads the signal
an assessment of reliability and other factors.
and verifies the information with the carrier, the pump turns on
With QuikQ RFID technology, motor carriers dont have to invest
and the driver can fuel the truck. The pump turns off when the
in any hardware just an RFID chip, a one-time cost ranging from
truck pulls away.
$2 to $5.
Jenny Love Meyer, director of communications for Loves, said
Truckstops pay for the equipment. QuikQ has not finalized
RFID creates a competitive advantage for the chain. We know
the cost, but it will probably be under $1,500 a lane. Installing
that the drivers and the fuel managers prefer not to deal with
the equipment at the truckstop typically takes about two days at
cards. The possibility of eliminating cards is a big convenience for
most. The required antennas and readers reside in the fuel canopy.
13
Locations also need to have a server to host the software.
standpoint, it will be just like a card transaction, Sickles said.
QuikQ is focusing on bringing large carriers onboard with the
If theyd like, motor carriers can still prompt their drivers for
technology. We hope as time goes on that the truckstops will
additional information, such as a driver or trip number, Sickles
take a hard look at approaching customers, particularly the small
explained.
local businesses theyre already doing business with, said Ernie
E-Wallet Applications
Betancourt, president of QuikQ.

The system can use a paper tag stuck to a trucks windshield or
The United States is quickly becoming a wireless society, and
a hard plastic tag that is riveted onto the tractor or trailer. Once the
many retailers are trying to capitalize on the fact that consumers
tag arrives on the island, the RFID antenna sees that tag, reports
have their handheld devices with them at all times.
it to the reader and the system starts to process a transaction.
Google has launched Google Wallet an app that allows users
Fleets have shown an interest in increasing security, and this

technology will make sure fraud is not occurring at the pump.
When the tag leaves the island, it turns the dispenser off. Carriers
absolutely know and are comfortable that it is their truck in the
fueling island, Betancourt said. The drivers world will be easier
because he wont have to enter a lot of data.
Even if a driver isnt committing fraud, RFID can help carriers
maintain more accurate records as mistakes can happen when
drivers enter information at the fuel island. The information drivers
enter varies, but often includes a driver number, trip number and
mileage.
RFID replaces the magnetic strip card reader at the pump, and
Fuel Island Manager can process transactions with two payment
systemsComdata or
QuikQs DF Connect.
Google Wallet turns

a phone into a credit
and loyalty card.
Comdatas transaction
fees will remain the
to use their phone as their wallet. Retailers install the reader, then
same, said Cory Sickles,
users can tap their phone on the reader, which will send payment
vice president, product
information. Google Wallet works with Citi MasterCard or the
executive for fleets.
Google Prepaid Card, which users can set up to work with any
What
RFID benefits include faster fueling
and more accurate records for fleets.
will
lower
credit card.
is
We aim to eventually support all the payment cards you keep
competition, Betancourt
in your leather wallet today. So the only plastic youll need is your
said, adding that QuikQ
phone, Google said on its website.
transaction
fees
DF Connect allows truckstops to have a direct relationship with

carriers and manage the billing relationship.
Google Wallet allows users to pay through their phone, but

it also creates a platform for retailers to tie payments in with
Comdata has made some system changes to incorporate RFID
loyalty points and coupons right on a users handheld device.
tags onto its system. Were going to make this very similar to
For this all to take off, the handheld has to be more than a form
customer-issued cards, Sickles said. Comdata will assign an RFID
of payment, said Paul Cwalina, senior vice president of petroleum
tag number to a unit number, either the tractor or a refrigerated
and supermarket national accounts for First Data Corp.
trailer that requires diesel.

Comdata is also making changes at the point of sale so retailers
When applied correctly, the right technology can lead to

improved customer service and, ultimately, loyalty.
can identify the transaction as an RFID transaction. When the
It is hard to ignore that consumers can fall in love with
transaction takes place, there shouldnt be any change. The pump
technology that has the right application and the right uses.
is still going to turn on just like it normally does. The attendants
With that, there are much deeper ways for retailers to engage
will probably know it is a cardless transaction, but from their
with customers, said George Zirkle, vice president of partner
14
Do you want to learn more about

the latest payment technologies?
development, advanced solutions and
innovation for First Data. For the retailer,
it provides them a channel to do much
better targeted marketing and provide
Dont miss Tomorrows Technology:

Keynote Speaker and Breakfast on
the Show Floor at The NATSO Show
on Tuesday, Feb. 21, at 8:00 a.m.
embrace mobile payment technologies inside the store first before

moving them out to the fuel islands.
Kevin DeVinney, marketing director of Fleet Systems for Gilbarco
Veeder Root, said, From a cost perspective, Im not going to
lose as much if I choose wrong on the inside, noting that there
are often just a few registers inside a store versus the number of
pumps on the fuel island. If the masses come, then I can invest
in things outside.
pumping fuel, they can pick up the items

they already bought.
It is about consolidating fuel
and multiple purchases into a single
the right offer to the right consumer.

Those interviewed told Stop Watch they expect retailers to
be tacked onto their final fuel tab. After
transaction, Finley said.

Radiant is piloting the project at a retail chain in the Midwest.
Finley said it can work with any point-of-sale system or retailers can
avoid interchange fees by integrating it to work with a pre-paid
application that is ideal for proven, loyal customers.
We can build into a customers profile if you want to bill a fleet
account or an ACH account, Finley said.
For customers who want to pay with a bankcard, Finley suggests
they swipe it at the pump versus entering it into their phone. He
Whats more, adopting mobile payment technology is not as
explained that interchange fees are typically higher when a card
complex from the point-of-sale standpoint at many retailers as it
number is entered into a phone versus when the card is swiped.
is at fuel islands, Cwalina said. He also expects retailers to begin

tying loyalty, couponing and mobile payments together inside their
In our industry, we cant accept this idea that Im going to pay

a high transaction fee, Finley said.
locations, then move it out to their pumps. In a few years out those
Software provider Retalix offers Mobile Shopper as part of the
that arent doing this at the dispenser will be at a disadvantage,
Retalix 10 Store Suite, a new software platform for retailers that
he said.
merges store data and business processes into a single engine.

It enables a seamless, consistent customer experience across
The Right App
all touch points including mobile apps, the point-of-sale, fuel
The move to mobile payment technologies may be one of the
pumps, etc., said Oren Betzaleli, executive vice president and
most significant changes for fuel retailers since pay-at-the-pump
head of products and marketing at Retalix.
took over as the norm. Finley said pay-at-the-pump benefited
Betzaleli said he believes that near-field communication (NFC)
retailers from a labor perspective and created convenience for
that allows users to just swipe a phone or credit card will eventually
their customers, but the retailers saw a decrease in the number
be widely used, but added, We also believe that providing
of people who go inside the store.
retailers with a simplified migration path to mobile payments today
Now apps for smartphones aim to bring the store to the consumer
while he or she is pumping fuel. Radiant offers Convenience Plus,
is of great importance since it allows them to provide enhanced

convenience to store patrons.
a smartphone app that allows customers to first scan a code on
Retalix Mobile Shopper provides several non-NFC dependent
the pump, then browse and buy things grab-and-go food
ways to connect the consumers smartphone with the store, POS
items, 12-packs of soda or bags of ice, for example that will
and fuel pump. Thus, it enables implementing mobile payments

before NFC becomes widely used, and without the retailer having
to invest in replacing all the pin-pads to NFC-enabled devices.
Betzaleli said Mobile Shopper can be used with any hardware.
Likewise, the mobile app can adapt to iOS and Android devices,
he said.
Because Mobile Shopper is new, Retalix is still defining its cost
structure.
To turn a pump on with Mobile Shopper, the customers
identify the pumps they want to use and the desired payment
method using the app. This information is communicated to the
New apps help bring fuel customers into the store.
Retalix Shoppers Gateway a component of the Retalix Mobile

15
Shopper that obtains approval for the payment method and

sends a request to the gas station or travel plaza to open the pump.
The Mobile Shopper also has a self-scanner module, which allows
customers to have a direct connection with the server that serves
their local store. That allows the app to provide the customer with
Fuel dispensers
will continue
to evolve as
technology
advances.
accurate and up-to-date information regarding the price of each

item, including last-minute promotions and markdowns. Shoppers
can use their smartphones camera to scan a displayed code as
they enter the store.
The shopper can then scan items via the app as they browse
the store. Since the app is also tied to the customers loyalty
account, they can receive personalized, relevant promotions
throughout their visit. Once they gather all of their desired items,
the customer can either use their phone to pay or proceed to
the POS, Betzaleli said.
Whether retailers use an existing app or create one of their own,
they should plan to serve users of both the iPhone and Android.
As a retailer, if youve decided to enter the mobile space, you cant
ignore having an app for at least those two platforms, Zirkle said.
Standard compliance validation requirements for merchants that

invest in contact and contactless chip payment terminals.
Chip-and-Pin Cards
EMV cards are already used worldwide. Visa said that today,
While some technology upgrades at retailers will be based solely

on customer preference or convenience, others will be required
excluding the U.S., 44 percent of all cards are EMV chip cards and
74 percent of all terminals are EMV-chip capable.
by the nations largest credit card companies.

In August, Visa announced its plans to essentially require chipand-pin cards, called EMV, by October 2015. With EMV, a chip
replaces the magnetic strip on the card.
Changes in the Pump

Retailers may be left wondering what the latest technology
means for the pump.
Because fuel pumps are more complex, Finley told Stop Watch,
Gilbarcos DeVinney said, The pump is a peripheral device to
Visa will give retailers until 2017 to have EMV-compliant gas pumps.
the point of sale. The thing you see at the island is the dispenser
Retailers that dont
and it really is driven by your POS or back-office system.
make the upgrade will
That being said, Gilbarco is working to future proof its pumps
be responsible for fraud.
as much as possible so retailers can add technology to them as it
In a written release Visa
comes on. With technology it is so difficult to anticipate the next
said, The policy assigns
thing coming, DeVinney said. Were continuing to make sure our
liability for counterfeit
dispensers in the near term three to five years out have the
fraud
ability to have things added at a later point.
to
the
party
that has not made the
Currently, retailers can add hardware to dispensers that are five
investment in EMV chip
years old or less. If I want to read barcodes, I would put a barcode
cards (issuers) or terminals
reader in the pump, DeVinney said. For pumps that are five to
(merchants acquirers).
seven years old, you probably have to replace the pump.
The policy encourages
Credit card manufacturers will use

chips instead of magnetic strips.
16
wider deployment of EMV
The Ultimate Decision
cards and terminals. On
For retailers, the biggest challenge is that no one knows which
its website Visa said it
platform will take off. That is one of the biggest items that retailers
will waive Payment Card
are thinking through long and hard at this point, Zirkle said. What
Industry Data Security
decision do they make and when do they make it?
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17
Biodiesel Basics
T
he use of biodiesel is on the
fuels entering or leaving the tank. Some exposed parts of the
rise, but truckstop and travel
dispensing systems may need protection from freezing in cold
plaza operators often wonder
climates.
about how to introduce the
Blends higher than 20 percent should always be stored in clean,
fuel to drivers. NATSO sat down with Jon
dry tanks as recommended for conventional diesel fuel.
Scharingson, director of sales/marketing

for Renewable Energy Group, to get
answers to frequently asked questions.
Jon Scharingson
Can I switch between biodiesel and on-road diesel?

Yes. Truckstop operators may switch back and forth between
biodiesel blends and non-biodiesel. Over the course of 2011,
How do I integrate biodiesel into my distillate offerings?
blending economics were positive for retail fueling locations.
Biodiesel is a drop-in replacement fuel for distillate. Biodiesel
For fuel managers purchasing B99 or B100 there are significant
blends, but not 100 percent biodiesel, can generally be used in
margin opportunities. Those entities can purchase biodiesel (wet
conventional diesel engines with no modifications to the engine.
gallons) to which RINs (Renewable Identification Numbers) are
Biodiesel and biodiesel blends can generally be transported using
attached. Truckstop operators can register with the EPA and
the same trucks, railcars and barges used to transport petroleum-
aggregate RINs for sale/trade to a petroleum refiner or importer
based diesel and can be dispensed through the same terminals
who must collect RINs for compliance. Through November 2011,
and retail pumps as petroleum-based diesel.
the Oil Price Information Services average RIN value for each
Pure biodiesel can be purchased from a commercial-scale
gallon of wet biodiesel purchased was $1.95. [Editors note: Learn
biodiesel facility. B100 is biodiesel not yet blended with petroleum
more about RINs at www.biodiesel.org/news/RFS/20070919_
diesel. Truckstop operators should assess their current distillate
BDMLetterRINSSept07.pdf.]
supply chain and infrastructure status to determine how to first

integrate biodiesel into the mix.
In addition, we continue to see strong demand in states with

biodiesel incentives or requirements. For example, Illinois offers
an exemption from the generally applicable 6.25 percent sales
How do I prepare my pumps and tanks to sell biodiesel?
tax for biodiesel blends that incentivizes blending at 11 percent
Dispensing equipment does not need to be modified for blends
biodiesel, or B11. Illinois program has made that state the largest
of 20 percent biodiesel or lower, unless there is an issue with
biodiesel market in the country.
specific elastomers (rubbers) that are not compatible with B20.
Currently, Iowa retailers earn $0.02 per gallon for B2 blends or
According to the National Biodiesel Board, occasional fuel filter
$0.045 per gallon for B5 blends. For 2013 through 2017, retailers
plugging has been reported, and some people filter the biodiesel
earn $0.045 per gallon of B5. The new law also creates a biodiesel
18
To learn more about biodiesel, attend the

NATSO U Breakout on Monday, Feb. 20, at
production incentive of $0.03 per gallon in 2012, $0.025 per gallon
2:45 p.m. Learn more on p. 38.
in 2013, and $0.02 per gallon in 2014, for each gallon produced
in an Iowa facility up to the first 25 million gallons per production
plant.
South Carolina has a retailer cash incentive of $0.25 per gallon
What type of labeling is required for my pumps?
of B100 or $0.025 per gallon of B10. In Texas, biodiesel blends are
In October 2008, the international standards developing
exempt from state excise tax, which results in a $0.20 per gallon
organizations ASTM amended the definition of standard diesel
incentive for B100.
fuel, ASTM D975, to include up to 5 percent biodiesel. B5 is
According to the U.S. Department of Energy, more than 40 states
considered the same quality as diesel fuel if both the B100 and the
have implemented programs that encourage the use of biodiesel.
diesel fuel alone meet their specifications. ASTM also established
Minnesota requires a B5 blend. Oregon and Pennsylvania have
a new specification, ASTM D7467, for blends of biodiesel between
implemented a B5 biodiesel blend requirement.
B6 and B20. Federal Trade Commission label requirements mirror
Several states have adopted or are considering adopting a low

carbon fuel standard, or LCFS, requiring a reduction in the amount
the ASTM quality specification and denote three categories for

biodiesel blend labeling.
of lifecycle carbon intensity in their transportation fuels. Biodiesel
U x] >Li,ii`\iLi`V>}i>
has lower carbon emissions than petroleum-based diesel and is
5 percent biodiesel and no more than 5 percent biomass-based
thus expected to benefit from increased demand in states like
diesel and that meet ASTM D975.
California that have adopted a LCFS.

REG believes that RFS2, along with the $1 per gallon federal
tax incentive program and state biodiesel blending policies, will
spur the development of infrastructure. [Editors note: The federal
biodiesel tax credit was expired at the end of 2011. At press time
U >Li,ii`\iLi`V>}i>x
percent but no more than 20 percent biodiesel or biomass-based
diesel.
U >Li,ii`\iLi`V>}i>
percent biodiesel or biomass-based diesel.
it was not clear if Congress would extend it.]

Additional investment in terminal locations, pipeline movements,
and blending facilities will position the biodiesel industry as a
sustainable part of the nations renewable energy complex.
What should I look for in biodiesel suppliers?

First, choose a BQ-9000 Accredited Biodiesel Producer. The
BQ-9000 program is run by the National Biodiesel Accreditation
Committee, a cooperative and voluntary program for producers
What do engine manufacturers say about biodiesel?
and marketers. It is a quality systems program that includes
More than 20 engine manufacturers, including Cummins, Inc.,
storage, sampling, testing, blending, shipping, and distribution
Ford Motor Company, General Motors Corporation, Deere &
and fuel management practices. Since the creation and adoption of
Company, Mack Trucks, Inc., Volkswagen of America, Inc. and
the BQ-9000 program, the quality of biodiesel in the marketplace
Volvo Truck Corporation, have approved biodiesel blends for use
has improved greatly.
in their engines ranging from 5 percent biodiesel blends (B5) to
Second, purchase only ASTM Specification Biodiesel. B100
20 percent biodiesel blends (B20). Blends of B20 or higher are
biodiesel must meet ASTM D6751s 19 quality specifications. REG-
accepted by several engine manufacturers, though minor engine
9000 branded biodiesel exceeds 10 of those specifications and
modifications are sometimes necessary
tests for six in addition to the minimum requirements.

Biodiesel production technology, not the feedstock, impacts
Resources
finished fuel quality. Lower cost and lower carbon feedstocks
Biodiesel handling and use guide:

http://www.nrel.gov/vehiclesandfuels/pdfs/43672.pdf
include inedible animal fats, used cooking oil and inedible corn
National Biodiesel Board main website:

www.biodiesel.org
and canola oils.
Information on biodiesel and engine manufacturers:

http://biodiesel.org/resources/oems/default.shtm
9000 process should make testing results available for the specific
Renewable Energy Group:

www.regfuel.com
six months in case customers have questions when the biodiesel
oil. Higher cost virgin vegetable oil feedstocks are soybean, palm
Third, ask for a certificate of analysis. Producers following the BQlot of biodiesel you purchased. REG maintains retain samples for
(or biodiesel blend) reaches its end consumer.
19
Helping the
Next
Generation
The 2012 Bill Moon
employees and their families in 1993.

The Moon family continues to run their
family-owned business, and many of this
years scholarship winners have family ties
to the industry as well.
Related studies
Scholarship recipients
scholarship through his father, Michael
hen Joseph Wallace was
and plans to transfer to a university after
Sibley, who owns LaPlace Travel Center
awarded
earning his associates degree.
in Covington, La. Alexander is on a pre-
the
Bill
Moon
Alexander Sibley learned about the
Scholarship, his mom, Cathy
med track with a major in musical theater
Wallace, was relieved to have the financial
A legacy of learning
at Tulane University in New Orleans. Its a
support, but she valued it even more
Wallace is one of 10 deserving students
lot of work, but it will be worth it, he said.
because of where it came from. Cathy
to receive the Bill Moon Scholarship this
For Krishna Detroja, a freshman on a pre-
has worked for TravelCenters of America
year. Education was paramount for Bill
med track at the University of Tennessee in
for 26 years and currently works at the
Moon and his wife Carolyn, founders
Knoxville, Tenn., receiving the scholarship
TravelCenters of America Tampa Travel
of Iowa 80 Group. That legacy lives on
was a way for her to thank her parents for
Center #158 in Tampa, Fla. Working for the
through the scholarship in his name. The
their ongoing support. Her mom works
truckstop industry has been a family affair
scholarship got its start in 1989, when
at the Wendys at Pilot Flying J #270 in
for the Wallaces, and all four of Cathys kids
the Mason-Dixon Truck Stop Operators
Knoxville, Tenn., and has for seven years.
have worked there as well.
Association made a $5,000 contribution for
My parents work so hard and it is all for us.
It was real emotional and really
use in establishing an industry scholarship
Theyve sacrificed a lot, so to show them
heartwarming for him to have gotten that,
program. In 1993, the Northeast Truckstop
that were working hard to do what we can
Cathy said. It meant more for me because
Operators Association made a $5,000
is important, Detroja said.
it came from this industry.
contribution and Carolyn Moon added an
Now, Joseph is studying pharmacy at
additional $10,000. The NATSO Foundation
Hillsborough Community College in Tampa
began awarding scholarships to industry
Alexander Sibley
20
Anna Brocker
Joseph Wallace
Several scholarship recipients have

parents who work within the industry.
Ashton Taylor, a junior double majoring
Kristen Longwith
Miranda Kane
Krishna Detroja
Angela Etheridge
Lindsay Berkstresser
in biology and sociology at the University
shed received the scholarship. I couldnt
always known what she has wanted to do.
of Texas, is connected to the truckstop
believe it. Everyone was really happy for
This scholarship helps her so now she can
and travel plaza through her mother who
me, she said.
focus on school more.
is a waitress at the Limon Travel Center in
Another travel center employee, Angela
Employee education
Etheridge, is working in the industry while
Leanne Hoppe, a junior studying English
Scholarship recipient and nursing student
pursuing her degree in accounting at
at Boston University, is also connected
Kristen Longwith is a long-term, model
Oklahoma State University in Oklahoma
through her mother, who is a fuels
employee at Harrisonburg Travel Center
City. I am currently employed at Loves
accountant at Pembroke Travel Center. Im
in Harrisonburg, Va. Truckstop manager
Travel Stops and Country Stores at the
grateful and honored to have received it,
Tim Boyers said she does whatever needs
corporate office and work as a staff
Hoppe said.
to be done and always picks up additional
accountant, she said.
Limon, Colo.
Not only does Anna Brockers father

work at Truck World, Hubbard,
shifts to cover her school and living
All of the scholarship recipients have

impressive
backgrounds,
Ohio, as the chief financial
Apply Now for the Bill Moon Scholarship
offer, but she has worked
Truckstop and travel plaza employees and their families can
no different. At 18 years old,
there as well. Now she is a
apply now for the 2012 Bill Moon Scholarship.
Berkstresser is one of the
freshman at the University
Applications are available at www.natsofoundation.org.
youngest students to ever attend
of Mount Union majoring in
The deadline is April 13, 2012.
law school. By skipping grades
and Lindsay Berkstresser is
and taking college credits while
accounting.
All of Miranda Kanes aunts and her mom
expenses. She has a lot of drive and she
still in high school, she was able to become
have worked at West Winds Truckstop in
has wanted to be a nurse for as long as I
a full-time law student at the Penn State
Green River, Utah, and she has worked
can remember, Boyers said, adding that
Dickinson School of Law years ahead of
there for over two years. Now she is a
she has worked at the location on and off
most of her peers. She is connected to
freshman at Southern Utah University, but
for about 10 years. You see so many kids
the industry through Gateway Travel Plaza
she continues to work shifts when she is
that are going to school because they dont
where she worked over the summer.
home on vacation. It was fitting that Kane
want to go to work or just because their
was at work when she got the call telling her
parents are sending them, but Kristen has
All of the recipients expressed their

gratitude to the industry.
21
Rising From the Ashes
Broadway Flying J Travel Plaza

Rebuilds After a Disaster
Top: The new Colt
Casino & Restaurant
at Broadway Flying J;
inset: Fire destroys the
building; Below: The
Colt employees.
BY AMY TONER
n Oct. 18, 2010 at 12:06 a.m. a fire broke out at

Broadway Flying J Travel Plaza in Battle Creek, Nev.,
and the locations restaurant and casino quickly
burned to the ground.
Over the next 13 months, Stuart Ellison, director of operations
for Broadway Travel Plazas, led the rebuild of the restaurant and
casino. In fact, he made 33 trips from Spokane, Wash., to Battle
Creek.
On Nov. 10, the Colt Casino & Restaurant was ready to once
again serve the traveling community and was better than ever.
We realized we could have a captive audience, being the
only full-service restaurant in the area, but we didnt want to

rely on that. We wanted to be the best option out there. A place
that our customers sought out, and I think in this reconstruction,
we have been able to do that, said Dan Alsaker, president of
Broadway Flying J.
22
From left to right: Tom Hemingway,

Broadway Flying J Travel Plaza; Bob Short,
Yesco; Brent Smith, Yesco, and Stuart
Ellison, Broadway Flying J Travel Plaza,
celebrate the grand opening.
Should other operators ever find

themselves needing to rebuild after
a disaster, Ellison suggests they
communicate extremely well with
employees and keep a detailed inventory
of all their items.
As is the case with all NATSO
members, long-term employees are
important to the location. In fact, 11 of
Broadway Battle Creeks 70-person staff
have been with them for at least 10 years.
After the fire, they were able to retain 90
percent of their employees by using two
creative methods.
Broadway already had a marketing
system in place to relay text messages
to customers, and they tapped into the
system to regularly communicate the
status of their rebuild to employees
throughout the 13 months.
They also held monthly barbecues
for all of the old staff. They nicknamed
these shindigs Pad Parties, as they
Alsaker used the rebuild as an opportunity to make new
were originally held on the concrete pad of early construction.
investments. Given the high cost of utilities in the area, Alsaker
Different members of the corporate staff came down each month
wanted the location to be incredibly energy efficient and chose
for the parties and even took command of the grill. The monthly
to invest in energy savers such as LED lighting, more efficient
parties helped the corporate office stay in touch with the former
kitchen hoods that will offer an $8,000 savings in energy costs
employees and also gave the employees an opportunity to
over the year, and a new ice cream dipper that uses a small heater
weigh in on the rebuild.
to kill bacteria rather than constantly running water.

The new kitchen will be our most energy-efficient effort to
date, Alsaker said.
Because Broadway had to work with its insurance company,

Ellison had to provide a detailed inventory of all of its items,
including the small items, such as an itemized list of the pots
and pans in the kitchen. Writing up the list was an enormous
Rebuilding was a team effort
task. To prevent this painstaking process in the future, Ellison
Alsaker credits his employees with ensuring the project was
plans to videotape the location.
a success. To build a new project is something in its own right,

but to work us through the fire, help employees land on their
feet, organize a way to move forward, and coordinate all the
architects, permitting agencies, state and federal regulators in
preparation to start the new construction has been leadership
[of our entire team] at its best.
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.
23
What have you learned about selling DEF?

DEF is a slow mover, especially at first, but as more new trucks are being purchased,
we see more DEF being sold along with diesel purchases. The drivers that need DEF really
appreciate the fact that we have it available for them. We started out selling DEF in singlegallon containers because it was a slow seller. Now, however, the single-gallon containers
dont sell and the 2.5 gallons are on the increase. As with any new additive, we have to
be ready to handle ways of distributing the new product as needed. We try to keep at
least 20 cases of the 2.5 gallons on hand a week. In a couple years, I can see the need for a
DEF dispenser on the diesel island at every pump to make things more efficient for the driver.
Robin Puthusseril
Greater Chicago I-55 Auto/Truck Plaza
If youre not selling it in bulk, you dont get a good rating on how well it is selling
nationwide. Selling the 1- or 2.5-gallon containers is not how the driver wants to buy it.
Theyll buy it to carry it in their truck, but were slowly coming to that realization that we
need to sell it in bulk. Were going to put totes out at our stops to sell bulk at one lane,
and I think well see a big step up in gallons. We have meters on the totes, but we will
have to have one of our employees out there filling it up, so there will be some labor
involved.
Scott Paulson
Tomahawk Auto Truck Plaza
The newer trucks requiring DEF are increasing every day. Drivers want choices on packaged
product and bulk depending on if they need a jug for the truck or topping off their tank.
We have had packed product in one-gallon and 2.5-gallon containers for a couple of years.
Midyear we started offering bulk at our truck service shop as a convenience to drivers when
they are getting service work done. This fall we added bulk dispenser on the fuel islands
with ability to expand as the demand increases.
Michael Hutchison
Iowa 80 Group
We are currently carrying 1-gallon and 2.5-gallon jugs of DEF. So far this has been working
well, but demand is picking up and we do need to look at bulk distributing in the future.
The 2.5 gallons are by far outselling the one gallons. We are able to keep our inventory
low since we get deliveries twice a week from our grocery vendor who we buy it through.
Dirk Binnema
Planeview Travel Plaza
Want to be featured in the next Operator to Operator?

Our next question to discuss is What are the little things you do to improve the appearance of your location?
Submit your answers to editor@natso.com by February 14.
24
25
the human library

Rick Segel
Joe Bona
or centuries libraries have been the final
What type of tool or information can you offer that
destination for those seeking knowledge,
will encourage someone to go back there again?
but not all knowledge comes from books.

Once again this year, NATSO will be tapping
into leading industry experts for an interactive
Build better branding

Websites are just one tool in operators branding
learning library for those looking to take their
arsenal. Joe Bona, president of the retail division
business to the next level. A handful of experts with
of the branding firm CBX, told Stop Watch that a
decades of experience will be on loan from NATSOs
companys brand incorporates everything from
Human Library for customized learning experiences
the point-of-sale signs and promotions at the
operators can tailor to their own objectives.
store level to broadcast advertising and social
The experts will cover a wide array of topics and
media. He added that any time operators interact
Stop Watch sat down with them to learn more about
with customers and potential customers, they are
the information they can share at the show.
building their brand.

As you plan any brand or marketing strategy to
How to engage customers online
engage your customers, you have to consider all
Retailing expert and best-selling author Rick Segel
forms of engagement, Bona said. It is important
will work with operators to analyze and evaluate
for operators to improve the customer journey so
their online presence, including their website,
it is enjoyable and relevant for them. That way they
social media initiatives and other online methods
know they will get a better experience when they go
of customer engagement. Segel helps operators
to your brand versus when they go down the street.
identify what makes them and their business

different. Let us help you to define ways to drive
Operators who plan to attend the
more traffic to your business and for you to sell more
Human Library may find it helpful to
when they are there, Segel said.
bring specific company data with them
According to Segel, the most important factor
specific questions for the experts. Learn
a reason to visit often. He said, Is there something
more about the experts on page 39.
there that would make people go back again?
26
to the show and to create a list of
for a website is returnability, meaning users have
the human library
Ray Rowan
Bona will work with Human Library participants to

help them further define their brand.
Brands arent created overnight, and they
include everything from customers interacting
with employees, the quality of the offer and social
media. All of those things are ongoing pieces of
the business that people are trying to figure out,
Bona said.
Drew Fickel
Operators dont need a library card to check

out these experts, but they do have to
reserve their individual consultation in the
Human Library. To reserve a spot, contact
Kimberly Roberts at kroberts @natso.com or
(703) 549-2100. To reserve an appointment
onsite, please visit the NATSO booth.
which accounts need attention and which are
Maximize fuel volume, profits
profitable. PRS provides monthly reports that draw
Branding is one way to boost sales, but operators
on operators data and identify each carrier by
may also see an increase in sales and profitability
name, city and state. The reports also outline the
by focusing on current customers. Ray Rowan,
number of gallons purchased and carrier discounts.
president of PRS, is an expert in how operators can
The detailed information lets operators identify
increase fuel sales and turn a better profit. Rowan
each customers contribution to profit and then
told Stop Watch that operators can increase their
work to increase their gallons and maximize their
gallons sold by mining the wealth of information
profitability.
that is already at their fingertips. For example,
When it comes to fuel, operators can also
by examining monthly diesel purchases for each
draw on the expertise of those at TelaPoint, fuel
carrier and the discount amount given, locations
management solutions by Wright Express. During
can calculate the exact contribution to profit for
the Human Library, Drew Fickel, vice president of
each carrier. The more operators know about an
operations and product development, will work
individual carriers activity, the better positioned
with operators to review their entire fuel supply
they are to negotiate with that carrier.
chain, from the rack to retail. During the detailed
Many locations have 700 to 1,200 carriers that
review, Fickel and operators will work to identify
frequent their location, so reviewing each account
opportunities for improvements that will allow them
manually would be nearly impossible. Automated
to reduce costs and improve cash flow while saving
reports can allow them to see the data and identify
them time.
27
Thank You PAC Donors

Presidential Club $2,000 or more
Daniel L. Alsaker........................................... Broadway Truck Stops
James A. Haslam.......................................................... Pilot Flying J
Susan B. Haslam ........................................................... Pilot Flying J
Frederick D. Jubitz ........................................................Jubitz Corp.
Robert Lake .............................................. Randall Reilly Publishing
Frank Love ........................ Loves Travel Stops and Country Stores
Delia Moon Meier .................................................... Iowa 80 Group
William Moon ........................................................... Iowa 80 Group
Robert V. Ryan Jr. ...................................................Atlanta South 75
Senatorial Club $1,000 or more

Holly Alfano ...........................................................................NATSO
Robert J. Berkstresser................................................... Vesuvius Inc
Donald M. Bowman ...........................................D.M. Bowman, Inc.
William C. Dages Jr. ...............................Highway Service Ventures
J. Rex Davis............................................Melvin L. Davis Oil Co. Inc.
Gregory T. Goetz .........................................Goetz Companies Inc.
James J. Goetz Jr. ........................................Goetz Companies Inc.
Joel B. Hamilton ....................................................... Iowa 80 Group
Frederick Kirschner ........................................... Scranton Petro, L.P.
Michael J. Lombardi ............................... TravelCenters of America
Lisa Mullings ..........................................................................NATSO
Thomas M. OBrien ................................ TravelCenters of America
Scott Paulson.......................................Tomahawk Auto Truck Plaza
Andrew Rebholz ...................................... TravelCenters of America
Rick Wachal............................................................... Iowa 80 Group
Mike Walker ....................................................................... CTM, Inc.
Trace Walker ......................................... Blue Beacon Truck Washes
Robert D. Wollenman .................................Deluxe Truck Stop, LLC
Congressional Club $350 or more

Ara Bagdasarian ...................................... TravelCenters of America
Damon Borden............................................. Broadway Truck Stops
Ernie Brame .............................................................. Iowa 80 Group
Heather DeBaillie ..................................................... Iowa 80 Group
Robert de Vos ..The Truckers Friend - National Truck Stop Directory
Bud Mitstifer ..............................................All American Plazas, Inc.

Chet Reilly..................................................... Broadway Truck Stops
Chris M Tampio ........................................... Dickstein Shapiro, LLP.
Chauncey Taylor ............................................ Johnsons Corner Inc.
Bill G. Vollenweider ........................................Detroiter Travel Plaza
Other Contributors
Taryn Brice-Rowland .............................................................NATSO
Mark Camp .............................................. TravelCenters of America
Christ S Doulos........................................ TravelCenters of America
Grady Franklin ..................................................... Gradys Truckstop
Tony Khatirine....................................... 3 Bs Truck and Auto Plaza
John Krupa ....................................................................Bridgestone
John Langley .................. Golden Acorn Casino and Travel Center
Doug Lozier ...........................................................................NATSN
John T. McGary ...................................... TravelCenters of America
John and Candye Ponczoch................... TravelCenters of America
John A. Stafford .................................................................................
Bradley S. Stotler ...................................................................NATSO
Amy Toner .............................................................................NATSO
Jeff Whitaker ............................ Terra Environmental Technologies
Steve Goecke ........................................................... Iowa 80 Group

Randy Graham ....................................... TravelCenters of America
Pamela Q. Hayes ...................................................................NATSO
Tom Heinz............................................ Coffee Cup Fuel Stops, Inc.
Gary LaFollette........................................................ Iowa 80 Group
David Layton ........................................................... Iowa 80 Group
Tom Liutkus ............................................. TravelCenters of America
28
NATSO PAC After Party

Join NATSO members and government affairs staff
for a nightcap during the NATSO PAC After Party,
Sunday, Feb. 19, from 9:00 p.m. to 12:00 a.m. For
complete details and an invitation to this event,
please e-mail governmentaffairs@natso.com.
, 1 , 9 n ] U - 6 - ]
6
THE NATSO SHOW 2012 OFFICIAL

SHOW GUIDE AND BUYERS GUIDE
If you are a key contributor to the travel plaza and truckstop industry in any form,
ii>i]>>}iiLi]>/i /-"-
Register Today! Call (703) 549-2100 or visit www.natsoshow.org.
31
SCHEDULE-AT-A-GLANCE
All times are tentative and subject to change
Saturday, February 18
7:00 a.m. - 6:00 p.m.
Registration Open
Milano Registration Desk
3:00 p.m. - 6:00 p.m.
Exhibitor Move In
Octavius Ballroom
1:00 p.m. - 5:00 p.m.
NATSN Board of Directors Meeting
Milano 3 - 4 Meeting Room
2:30 p.m. - 5:30 p.m.
NATSO Board of Directors Meeting
6:00 p.m. - 9:30 p.m.
Travel Plaza Attendees Reception and

Dinner, hosted by the Chairmans Circle
The Las Vegas Foundation Room at

Mandalay Bay
All truckstop and travel plaza attendees

and Chairmans Circle members welcome.
Buses depart at 6:00 p.m. by the Colosseum
Sunday, February 19
7:00 a.m. - 6:00 p.m.
Registration Open
7:30 a.m. - 2:00 p.m.
NATSN General Meeting
8:00 a.m. - 2:30 p.m.
Exhibitor Move In
Octavius Ballroom
9:00 a.m. - 10:30 a.m.
NATSO Committees Breakfast
Neopolitan and Milano Ballrooms
11:00 a.m. - 1:00 p.m.
NATSO Future Leaders Kick-Off Session
Milano 8 Meeting Room
1:00 p.m. - 2:30 p.m.
New Attendee & Future Leaders Luncheon

Hosted by Steering Council, Volunteers
2:00 p.m. - 2:45 p.m.
Exhibitor Welcome Event

Making the Most of The NATSO Show
3:00 p.m. - 5:00 p.m.
The NATSO Show Kick-Off

Keynote Featuring JetBlue Founding
Executive Ann Rhoades*
Presentation of the Hall of Fame Award
Center Stage
Octavius Ballroom
5:00 p.m. - 6:00 p.m.
Grand Opening Party
Octavius Ballroom
9:00 p.m. - 12:00 a.m.
Everyone welcome.
E-mail governmentaffairs@natso.com
for an invite.
Monday, February 20
32
7:00 a.m. - 6:00 p.m.
Registration Open
7:30 a.m. - 8:00 a.m.
Chairmans Connections and Coffee
Octavius Ballroom
8:00 a.m. - 9:00 a.m.
Retail Innovations from Around the World:

Keynote and Breakfast on the Show Floor*
Center Stage, Octavius Ballroom
8:00 a.m. - 2:30 p.m.
Show Floor Open
Octavius Ballroom
9:00 a.m. - 12:00 p.m.
Dedicated Expo Hours Visit and engage

with industry suppliers on the Show Floor.
Octavius Ballroom
EDUCATION
9:00 a.m. - 2:30 p.m.
Human Library One-on-One Sessions*
Octavius Ballroom
12:00 p.m. - 1:30 p.m.
The Outlook of Fuel: Keynote and

Luncheon on the Show Floor*
Center Stage,
Octavius Ballroom
1:30 p.m. - 2:30 p.m.
Dedicated Expo Hours Visit and Engage

with Industry Suppliers on the Show Floor.
2:45 p.m. - 3:45 p.m.
NATSO U Breakout Sessions

off the Show Floor*
Milano 5 - 7
Meeting Room
4:00 p.m. - 5:00 p.m.
NATSO U Breakout Sessions

off the Show Floor*
5:15 p.m. - 6:15 p.m.
Future Leaders Informal Happy Hour
Forum Casino Bar
6:30 p.m. - 9:30 p.m.
The NATSO Foundation Fundraiser
House of Blues at Mandalay Bay
Future leaders welcome. Cash bar.

Everyone welcome.
Buses depart at 6:30 p.m. by the Colosseum
Tuesday, February 21
7:00 a.m. - 3:00 p.m.
Registration Open
7:30 a.m. - 8:00 a.m.
Chairmans Connections and Coffee
Octavius Ballroom
8:00 a.m. - 9:00 a.m.
Tomorrows Technology: Keynote Speaker

and Breakfast on the Show Floor*
Center Stage,
Octavius Ballroom
8:00 a.m. - 2:15 p.m.
Show Floor Open
Octavius Ballroom
9:00 a.m. - 2:15 p.m.
Human Library One-on-One Sessions*
Octavius Ballroom
9:00 a.m. - 12:00 p.m.
Dedicated Expo Hours Visit and Engage

with Industry Suppliers on the Show Floor.
Octavius Ballroom
12:00 p.m. - 1:30 p.m.
The Future of Trucking: Keynote and

Luncheon on the Show Floor*
Center Stage,
Octavius Ballroom
1:30 p.m. - 2:15 p.m.
Dedicated Expo Hours Visit and engage

with industry suppliers on the Show Floor.
Octavius Ballroom
2:15 p.m.
Exhibitor Move Out
Octavius Ballroom
2:30 p.m. - 5:00 p.m.
Great Ideas! for Independent

Operators Workshop*
Neopolitan 3 - 4 Meeting Room
6:00 p.m. - 7:00 p.m.
WPMA Convention Welcome Reception
The Mirage Hotel
/-">i>>>`V>iìi>ii`
>iì7*7iVi,iVi>ìViii
See Whats New from Industry Suppliers!

Mark your calendar for dedicated hours to visit and engage with industry suppliers and experts on the show floor:
Monday: 9:00 a.m. 12:00 p.m. and 1:30 p.m. 2:30 p.m.
Tuesday: 9:00 a.m. 12:00 p.m. and 1:30 p.m. 2:15 p.m.
*These educational events are brought to you by
33
EDUCATION
/i /-"-]wì`V>ì}iìi`
vi>]V>`>i>>>ii>i`What will you find?
,
1
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, 9
Five keynote sessions led by innovative experts focused on ahead-of-the-curve trends.

A knowledge-filled Human Library.
Six breakout sessions carefully selected by NATSO and The NATSO Show 2012 Advisory
Council to meet the needs of todays truckstops and travel plazas.
The best networking opportunities youll find all year with owners and operators who know
your industry inside and out.
Sunday, February 19
11:00 a.m. 1:00 p.m.
NATSO Future Leaders Kick-Off Session
Page 42
3:00 p.m. 5:00 p.m.
The NATSO Show Kick-Off Keynote Featuring

JetBlue Founding Executive Ann Rhoades
Page 35
8:00 a.m. 9:00 a.m.
Retail Innovations from Around the World:

Keynote and Breakfast on the Show Floor
Page 36
9:00 a.m. 2:30 p.m.
Human Library One-on-One Sessions
Page 39
12:00 p.m. 1:30 p.m.
The Outlook of Fuel: Keynote and Luncheon on the Show Floor
Page 36
Monday, February 20
NATSO U Breakout Sessions will help you learn new strategies to improve your business.
2:45 p.m. 3:45 p.m.
Using Social Media to Connect, Monitor and Analyze
Natural Gas: Whats Ahead for Travel Plazas & Truckstops
Making Biodiesel Profitable at Your Travel Plaza
Page 38
4:00 p.m. 5:00 p.m.

Travel Center of the Future
Reach Retailing Excellence by Using Data to Drive Decisions
Become a Savvy DEF Seller
Page 38
34
8:00 a.m. 9:00 a.m.
Tomorrows Technology: Keynote and Breakfast on the Show Floor
Page 36
9:00 a.m. 2:15 p.m.
Page 39
12:00 p.m. 1:30 p.m.
The Future of Trucking: Executive Briefing

and Luncheon on the Show Floor
Page 37
2:30 p.m. 5:00 p.m.
Great Ideas! for Independent Operators Workshop
Page 43
Learning Opportunities Abound The NATSO Show is your trusted source for the
latest game-changing business intelligence for truckstop and travel plaza leaders. This years
Show is combining group and individualized learning experiences that will give operators
new insight into the industry and strategies for their own business success.
Five Keynote Sessions Led By Innovative Experts Focused On Ahead-Of-The-Curve Trends
SUNDAY
The NATSO Show Kick-Off
Session Featuring JetBlue
Founding Executive
Ann Rhoades
Sunday, February 19
3:00 p.m. - 5:00 p.m.
The NATSO Show will kick off with
incoming Chairman Darrin Flitton
and NATSO CEO and President
Lisa Mullings. Then attendees will
learn how to hire A players (and
keep them!) in a dynamic, practical
session from Ann Rhoades, JetBlue
Ann Rhoades, People Ink
Founding Executive.
The remarkable story of JetBlue
Airways is founded in the peoplecentric values of Rhoades, one of its
five founding leaders. With the goal
of bringing humanity and enjoyment
back to air travel, JetBlue is one of
the very few commercial airlines ever
to earn a profit in its first full year
of operation. Rhoades has made
a habit of creating high-performing
cultures, with her influence pervading
among other high-flying companies,
including Southwest Airlines and
Doubletree. She describes her
strategies for empowering people

and building successful cultures in her
book Built on Values: Creating an
Enviable Culture that Outperforms the
Competition.
With enthusiasm, humor and
candor, Rhoades will urge attendees
to throw away the rulebook
in developing and sustaining
companies that treat people fairly,
build loyalty and produce solid
profitability.
The NATSO Hall of Fame Award
will also be presented during the
Kick-Off Session.
35
EDUCATION
Joe Bona, CBX, Nicholas Scherzer, Insight Research,

and Bob Etchingham, Applegreen
MONDAY
Retail Innovations from

Around the World:
Keynote and Breakfast
on the Show Floor
Monday, February 20
8:00 a.m. 9:00 a.m.
MONDAY
and Topaz convenience store and

truckstop designs. Additionally,
this session will feature U.S. and
international retailer CEO video
interviews on the direction the industry
is heading in the next five years.
Joseph H. Petrowski, Cumberland Farms Gulf Oil Group, and Tom Kloza, OPIS
The Outlook of Fuel:

Keynote and Luncheon
on the Show Floor
Monday, February 20
12:00 p.m. 1:30 p.m.

Join Tom Kloza of Oil Price
Information Service (OPIS) and Joe
Petrowski of Cumberland Farms Gulf
Oil Group as they examine the future
for crude oil. In this hour-and-a-half
session Kloza and Petrowski will
examine the factors affecting crude
TUESDAY
oils supply and demand. Attend the

session and explore with them:
UWhy is the act of hedging fuel
costs a more difficult enterprise
than it used to be, and what are
the greatest dangers in trying to
manage forward price risk?
UWhy is diesel suddenly the hottest
product on the planet, and will
rock-star status for this product
continue?
UWhat are the similarities between
crude oil prices and red wine?
UHow might upcoming refinery

projects and new pipelines lead
to incredible diversity in wholesale
(and retail) diesel and gasoline
prices throughout the U.S.?
UExports of U.S. refined products
have been the most controversial
topic in the second half of 2011.
Will foreign buyers needs
continue to have a dramatic
impact on prices that U.S. retailers
and end users pay?
Tiffany Trent, First Data Corporation
Tomorrows Technology:
Keynote and Breakfast
on the Show Floor
8:00 a.m. 9:00 a.m.
36
Gain access to the latest truckstop and

convenience store design innovations
from around the world. Video case
studies will share insights from U.K.
and Ireland formats, including Tesco
Express, Sainsbury Fresh Kitchen, Little
Waitrose, and the new Applegreen
In the '90s, pay-at-the-pump changed

the way shoppers paid for fuel. Now
new payment technologies such as
radio-frequency-identification systems,
Google Wallet, and EMV chip debit
and credit cards are changing the
way consumers pay for goods and

shaping the hardware and software
retailers are installing.
Hear which technologies will
revolutionize the industry in the future
in this keynote address.
TUESDAY
Dan Murray, ATRI, and Gary Salisbury, Fikes Truck Line
The Future of Trucking:

Executive Briefing and
Luncheon on the Show Floor
12:00 p.m. 1:30 p.m.

2012 is shaping up to be a
momentous year for the trucking
industry. The highway funding bill,
truck driver shortage, hours-of-service
regulations and truck size-and-weight

legislation are just a few of the
signature issues hanging in the balance
for trucking fleets.
On Tuesday, trucking leaders from
across the country including Dan
Murray, vice president of research for
the American Transportation Research
Institute (ATRI); Gary Salisbury, president
and CEO of Fikes Truck Lines and
chairman of the Truckload Carriers
Association; Randy Sutton, field

recruiter for Jones Motor Group, and
others will participate in a panel
discussion designed to answer your
questions about the biggest trends
expected to shape the industry in the
coming year as well as providing
insight into how truckstops and travel
plazas can better serve their truck driver
customers.
Connect Early with

Fellow Operators,
Industry Suppliers
At The NATSO Show
A /i
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opportunity to tap into the power of an amazing network

vvii>>`ì->>}
ideas and making connections with fellow owners and
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37
EDUCATION
NATSO U Breakout Sessions will help you learn new strategies to improve your business.
MONDAY, FEBRUARY 20, 2:45 P.M. - 3:45 P.M.
MONDAY, FEBRUARY 20, 4:00 P.M. - 5:00 P.M.
E. Rachael Baird, TILT, and

Mark Wohltmann, Nielsen
Stephen Ybarra, NGVAmerica
Natural Gas: Whats Ahead for

Travel Plazas and Truckstops

There are already roughly 112,000 natural gas vehicles
(NGVs) on U.S. roads today and more than 13 million
worldwide. Hear from a panel of natural gas experts on the
future of this new alternative fuel.
Travel Center of the Future

Travel convenience is evolving at a rapid pace and there
are many examples to increase profits and match customer
expectations. The speakers will explore opportunities happening
around the globe and provide applicable solutions for the travel
plaza of the future.
Rick Segel, Rick Segel & Associates

Barry Lonsdale, Terra Environmental
Technologies (TET), a CF Industries Co.
Using Social Media to Connect,

Monitor and Analyze

Truck drivers are active users of social media tools such as
Twitter and Facebook, but many travel plazas and truckstops
havent taken advantage of these free tools. Learn how to
monitor your online reputation and develop and execute a
strategy for connecting with customers.
Become a Savvy DEF Seller

Attendees will walk away with knowledge on pricing structure
options, the forecast of DEF and much more in this session
designed to make independent operators savvy DEF sellers.
Bob Brown, QualPro
John Scharingson, Renewable Energy Group
Making Biodiesel Profitable at Your Travel Plaza

Learn from Renewable Energy Group about the status of the
biodiesel industry and the 2012 outlook. Get the latest updates
regarding quality, the RFS2, federal and state legislations
impact on positive blending opportunities and more.
38
Reach Retailing Excellence by

Using Data to Drive Decisions

While many use intuition as their guide, top business performers
are five times more likely than lower performers to use data to
drive decisions. How do you really know the true impact of a
promotion or merchandising decision? Learn how the QualPro
process can test multiple sales strategies to identify those that
help, hurt or make no difference in sales and profits

Monday, February 20
9:00 a.m. 2:30 p.m.
9:00 a.m. 2:15 p.m.
Operators dont need a library card to check out these
Octavius Ballroom
experts, but they do have to reserve their individual
Book learning is great, but interactive

learning is better. The Human Library is back
with customized learning experiences with
industry experts. Operators can schedule
30-minute, private appointments, and the
one-on-one format allows operators to tailor
the meetings to their unique objectives.
consultation in the Human Library. To reserve a spot,
Joe Bona
As president of the retail
division of CBX, a full-service
branding firm, Joe Bona
knows branding. He has
more than 30 years experience working in nearly every
retail segment from c-stores
to couture.
Want to learn how effective branding can draw
your target audiences in
the door? Come with your
store layouts, photos and
challenges and leave
with Bonas concrete tips
for branding your location
effectively.
contact Kimberly Roberts at kroberts@natso.com or

x{
To reserve an appointment onsite, please visit the NATSO booth.
Drew Fickel
Drew Fickel, vice president,
operations and product
development at TelaPoint,
has been working with fuel
merchants for over 10 years
developing solutions that
drive optimization throughout
the fuel supply chain with
the ultimate goal of helping
businesses reduce costs and
improve cash flow.
Fickel will take you
through the fuel supply
chain from rack to retail
and identify opportunities for improvements within
your current process that will
ultimately save you time and
money.
Ray Rowan
Ray Rowan is the president
of PRS, which has been
providing management and
marketing reports directly to
truckstops and travel plazas
since 1993.
Knowledge is power, and
Rowan will be on hand to
teach you to turn mountains
of fuel card data into key
strategies and customized
reports that will help you
understand your customers
and increase profits.
Those who want to talk
with Rowan prior to the Human Library can reach him
at (651) 437-2145 or at
ray@prsincorporated.com.
Rick Segel
Are your social media and
Web marketing strategies
advancing your goals? Find
out from retail expert and
author Rick Segel.
Segel will review your
website or social media outreach and give you practical
advice for taking your efforts
to the next level.
Segel is a retail speaker,
writer and consultant with
over 25 years of retail experience. He is also the author
of thirteen books.
Segels website is
www.ricksegel.com.
/i>L>
is sponsored by
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39
FUTURE LEADERS
A dynamic group of NATSO members is designing

a program for people who are future leaders in the
travel plaza industry. The program aims to connect
these people with the resources and opportunities to
become successful leaders within their operation and
within the industrys association, NATSO.
Who is a Future Leader?
Age or number of years in the industry doesnt

define a future leader what does is a desire to
develop as a successful leader within your operation
and within NATSO. Examples of future leaders
include those who are in the process of taking over
their familys business, general managers serving as
the right-hand for an industry veteran or those who
are new to the industry altogether.
Still not sure if you fit the bill? E-mail Christine
Schoessler at cschoessler@natso.com.
The Future Leaders program kicks off at The
NATSO Show with four events designed to build
connections and connect emerging leaders to
information and solutions.
40
NATSO Future
Leaders Kick-Off Session
Sun., February 19
11:00 a.m. 1:00 p.m.
The Future Leaders Kick-Off Session is
designed to give future leaders a place
at the beginning of the show to meet
other future leaders like themselves and
industry veterans who are already leading
truckstops and serving on NATSO boards
and committees. Youll share problems and
solutions with peers, then hear operators
best advice on developing as leaders,
tapping into your NATSO peers, and
responding to technological changes in the
future. Learn more on page 42.
New Attendee & Future Leaders

Luncheon Hosted by Steering
Council, Volunteers
Sun., February 19
1:00 p.m. 2:30 p.m.
Following the Future Leaders Kick-Off
Session, future leaders are invited to join
current and past NATSO Chairmen and
volunteers to continue their conversations and
connections over lunch. The chair of each
NATSO committee will also share how they
got involved with NATSO and what being a
NATSO leader means to them.
Future Leaders
Informal Happy Hour
Mon., February 20
5:15 p.m. 6:15 p.m.
Forum Casino Bar, Caesars Palace
ii>ìiVi
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Sometimes the best conversations happen
outside the classroom. Continue the
conversations started in the NATSO Future
Leaders Kick-Off Session in this informal
happy hour for future leaders. Weve
facilitated a venue you supply the
interactions.
Chairmans Connections
and Coffee
Tue., February 21
7:30 a.m. 8:00 a.m.
Octavius Ballroom
NATSO Chairman Darrin Flitton is hosting
an informal networking event before
breakfast on Tuesday. Open to everyone,
he especially wants to connect with
future leaders on Tuesday morning. Get
started on your caffeine intake early while
expanding your professional network
by making connections with other new
operators.
2011 Future Leaders

Working Group Members
Deanne Schatz-Eisenschenk, Chair
Petro Fargo and Schatz Crossroads Truckstop,
Fargo, N.D.
Corey Berkstresser
Sean Flynn
Flynns Truck Plaza, Shrewsbury, Mass.
Chris Heinz
Seth Miller
Goetz Companies, Portage, Wis.
Ericka Schapekahm
Nick Wollenman
Deluxe Truck Stop, L.L.C., St. Joseph, Mo.
41
NETWORKING
The Best Networking Opportunities Youll Find All Year With
Owners And Operators Who Know Your Industry Inside And Out
Travel Plaza Attendees

Reception and Dinner
AIRMANS
CH
42
XE
CLE
CIR
NATSO
Sat., February 18
6:00 p.m. 9:30 p.m.
The Las Vegas Foundation
Room at Mandalay Bay
All truckstop and travel plaza attendees
and Chairmans Circle members
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Be sure to make time to connect with
industry executives at this dinner open to
all truckstop and travel plaza attendees.
Hosted by NATSOs Chairmans Circle
members, this VIP dinner at the Las Vegas
Foundation Room at Mandalay Bay is
your chance to network with key suppliers
and your fellow industry leaders.
Buses depart at 6:00 p.m. by the
Colosseum.
CUT
L
IVE C
NATSO Future Leaders

Kick-Off Session
Grand Opening Party

on the Show Floor
Sun., February 19
11:00 a.m. 1:00 p.m.
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A dynamic group of NATSO members
is designing a program for people who
are moving into leadership roles in their
travel plaza businesses. Theyve designed
the Future Leaders Kick-Off Session to give
future leaders a place at the beginning of
the show to meet others like themselves,
and to introduce future leaders to industry
veterans who are already successfully
leading truckstops and have served on
NATSO boards and committees to help
grow the industry.
During the first hour of the session, in
facilitated roundtables, future leaders will
discuss what keeps them up at night and
share solutions to common problems in a
relaxed format. If you are a future leader,
this is your chance to bounce challenges
off fellow newbies.
Then, a panel of industry veterans,
chosen by the Future Leaders Working
Group for their expertise and willingness to
share, will discuss:
U Where they turned to find answers
and solutions when they were a
new leader
U How they respond today to rapid
technological changes
U Tricks for tapping into NATSO
resources.
Enhance your career by joining them
for the Future Leaders Kick-Off Session on
Sunday morning!
Sun., February 19
5:00 p.m. 6:00 p.m.
Octavius Ballroom
Plan to stay after The NATSO Show
Kick-Off Session for the Grand Opening
Party on the Show Floor. Held on the
show floor for the second year, it is always
entertaining and is a great networking
opportunity for those attending the show.

Sun., February 19
9:00 p.m. 12:00 a.m.
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Join NATSO members and government
affairs staff for a night-cap. For complete
details and an invitation to this event,
e-mail governmentaffairs@natso.com.
Darrin Flitton
Chairmans Connections
and Coffee
The NATSO Foundation

Fundraiser
Mon., February 20 and

Tue., February 21
7:30 a.m. 8:00 a.m.
Truckstop and travel plaza attendees
iVi
Get started on your caffeine intake and
networking early with a new networking
opportunity Chairmans Connections
and Coffee. On Monday and Tuesday
morning, NATSO Chairman Darrin Flitton
will host an informal networking event
designed to help expand your professional
network by making connections with new
operators.
Mon., February 20
6:30 p.m. 9:30 p.m.
House of Blues at Mandalay Bay
iiiVi
Fun. Pure and simple. The NATSO
Foundation Fundraiser event is designed to
be the pinnacle of social activities at The
NATSO Show.
Held on Monday night at the House
of Blues at Mandalay Bay, the fundraiser
will treat attendees to great food, Blues
Brothers-inspired music and of course,
the perfect environment for forging lasting
business relationships.
Have a great time and make valuable
connections, all while helping the NATSO
Foundation deliver valuable research and
education to the industry at the NATSO
Foundation Fundraiser.
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Colosseum
Future Leaders Informal

Happy Hour
Mon., February 20
5:15 p.m. 6:15 p.m.
Forum Casino Bar, Caesars Palace
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Sometimes the best conversations
happen outside the classroom. Continue
the conversations started in the NATSO
Future Leaders Kick-Off Session in this
informal happy hour for future leaders.
Weve facilitated a venue you supply
the interactions.
Great Ideas! for Independent

Operators Workshop
Tue., February 21
2:30 p.m. 5:00 p.m.
Neopolitan 3 - 4 Meeting Room
Truckstop and travel plaza attendees
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This two-and-a-half-hour workshop is
the yearly time for independent operators
to come together to share thoughts and
ideas on how to succeed. Attend and
use the different points of view shared by
truckstop operators from across the country
to challenge yourself to think differently about
how to improve your business. Attendees are
in for a special treat this year a panel of
NATSO members will share a great idea
they implemented in the past year.
43
FLOOR PLAN
550
Stage
148
541
144
Seating for 300

539
138
131
533
431
136
531
527
128
Bridgestone Bandag Tire Solutions Human Library
525
425
224
523
122
NATSO
419
119
116
117
216
415
115
212
112
215
113
111
211
210
314
310
317
315
312
311
410
518
519
516
517
514
413
512
513
411
510
511
108
509
107
206
105
104
200
209
306
205
208
302
201
203
307
44
309
406
400
300
407
403
303
Entrance
100
207
506
505
405
401
500
EXHIBITOR LIST
Air1 by Yara North America .......................................... 405
NATSN (North American Truck Stop Network)................... 419
Airgas Specialty Products ............................................... 311
Newport Poster Network,
AMBEST -
a Division of Newport Business Media .......................... 309
Americas Best Truck Stops and Service Centers ...............539
NGVAmerica .............................................................. 516
Baldwin Filters .............................................................. 517
Old World Industries LLC ...............................................100
CAT Scale Co. ............................................................303
Paragon Solutions Inc. .................................................. 209
CDI/AirBlueFluids Inc..................................................... 116
Power Service Products Inc. ............................................138
Chart Inc. .................................................................. 208
Professional Transportation Partners.................................. 406
Chesters International ....................................................201
QuikQ LLC .................................................................. 314
Chevron Lubricants........................................................ 415
Randall-Reilly Publishing.................................................. 310
Comdata .................................................................... 216
Renewable Energy Group ............................................. 300
DAS Distributors............................................................431
Roadys Truck Stops ...................................................... 128
Diversified Insurance Services.......................................... 410
RSC Chemical Solutions.................................................104
Double Coin Tire ..........................................................122
S&D Coffee Inc............................................................207
Electrolux Professional Laundry......................................... 210
Separation by Design.................................................... 513
Federated Insurance ...................................................... 215
Shell Lubricants............................................................. 131
First Data ...................................................... NATSO Booth
Skyline Electronic Price Displays...................................... 509
Fiscal Systems ..............................................................407
Store Chek Systems....................................................... 510
Fleet One ................................................................... 512
Sunshine Electronic Display Corp. ....................................541
Flint Loc ..................................................................... 306
SweepsCoach .............................................................136
FPPF Chemical Co. ...................................................... 500
T-Chek Systems Inc........................................................ 411
Generac Power Systems ...............................................105
TCH LLC ................................................................... 403
Gilbarco Veeder-Root .................................................... 518
Terra Environmental Technologies (TET),
Gourmet Gardens ....................................................... 505
a CF Industries Co. ....................................................425
Grand General Accessories Mfg. ....................................108
The Truckers Friend - National Truckstop Directory ............... 315
Headrick Signs & Graphics Inc. ......................................307
Top Dawg Electronics....................................................533
Huddle House Inc. ...................................................... 506
Trillium USA ................................................................. 514
I.C.E. Inc.....................................................................550
Truck Paper ................................................................ 400
Impulse Merchandisers ..................................................148
TSC Global.................................................................224
Java Gum ...................................................................107
TVC Pro-Driver Inc......................................................... 413
Koolatron .................................................................... 519
Uniden America Corp. .................................................. 212
KSG Distributing Inc. ..................................................... 317
USA TODAY ............................................................... 206
McAlisters Corp........................................................... 211
Valvoline .....................................................................527
Michelin North America ................................................ 312
Warren Rogers Associates ............................................. 531
Mobil Delvac ............................................................. 302
Wholesale Nozzle & Supply Co.....................................203
Ms. Carita SafeTruck .....................................................401
Xyience ..................................................................... 205
45
SHOW PROMOTIONS, NEW PRODUCTS AND SHOW SPECIALS

BOOTH
BOOTH
415
105
BOOTH
107
Chevron Lubricants
Generac Power Systems
Java Gum
Show Special: Purchase a pallet of

Delo LE 15W-40 or Delo Extended
Life Prediluted 50/50 Coolant/Anti-Freeze
in cases during The NATSO Show and
receive a $50/pallet mail-in rebate.
New Product: Generac power inverters

convert a vehicles 12V DC power supply
to 120V AC power. Users can charge
personal electronics or power appliances
when driving, boating or camping.
Show Sample: Java Gum fights drowsiness. One piece equals an eight-ounce cup
of coffee or energy shot, but it works up to
five-times faster.
BOOTH
410
Diversified Insurance Services

New Product: Diversified Insurance has
teamed up with an insurance company
to provide the NATSO members a new
insurance program that offers enhanced
coverages specific to the truckstop industry.
Show Special: Stop by our booth to enter
into a drawing for an autographed Aaron
Rogers NFL football.
BOOTH
215
Federated Insurance
New Product: Stop by and ask how you
can receive a complimentary copy of
NATSO and Federated Insurances new
Travel Plaza Loss Control Guide for truckstops and travel plazas.
BOOTH
306
Flint Loc
Show Sample: Flint Loc will be showing
how to monitor your dispensers to both
prevent fuel theft and help fight the battle
against skimmers.
New Product: TCM-Total Control Monitoring will be available to view at The
NATSO Show 2012.
Show Special: Flint Loc will be giving
away multiple gift cards worth up to $250.
64
Show Special: Special to The NATSO

Show attendees! Become a Generac partner and get 5 percent off your first Generac portable generator order of $5,000
or more.
New Product: Java Gum fights drowsiness in important situations, such as driving,
meetings, shift work and late-night studying.
Its the anytime pick me up.
Show Special: Free shipping when you
order two cases or more and 10 percent
off your first order of four cases or more.
BOOTH
518
Gilbarco Veeder-Root
Show Sample: Get a live demonstration
of Encore DEF + 1, the industrys first high
hose diesel ultra-high dispenser with an
integrated DEF module.
New Product: See the industrys first DEF
retrofit kit for ultra-high dispensers, allowing you to upgrade to integrated DEF with
minimal disruption to your site.
BOOTH
506
Huddle House
New Product: Huddle House family
restaurants have a new design adaptable
to c-store/truckstop joint developments. A
wide customer base and speed of service
makes Huddle House an ideal choice for
franchise partners.
BOOTH
148
Impulse Merchandisers
Show Special: Impulse Merchandisers is
pleased to offer our new Luxury Driver
interior accessories program at an amazing introductory discount of 30 percent off
pricing.
BOOTH
317
KSG Distributing
New Product: Hangover Joes Get Up &
Go hangover recovery shot is an exclusive
licensed product for the hit Warner Bros.
movie The Hangover. The two-ounce shot
combines caffeine (approximately the same
amount as in one cup of coffee), select
amino acids, antioxidants, B vitamins and
herbs in order to aid the bodys hangover
recovery process. New limited edition
packaging features images of characters
from The Hangover, including Alan, Phil,
Stu, Doug, Mr. Chow and the tiger.
BOOTH
401
Ms. Carita SafeTruck

Show Sample: Increase sales with our free
point-of-purchase merchandising display.
Put 50+ SKUs in four square feet. That is
over $1,250 per square foot retail value.
Show Special: 5 percent discount for all
point-of-purchase display purchases. The
offer is available for up to 30 days after
the NATSO Show! Visit booth 401 for your
discount code.
BOOTH
BOOTH
513
419
NATSN
Show Special: Join NATSN within 30
days after The NATSO Show and receive
not one but two months of free dues. Try us.
You will like us.
Trillium USA
New Product: Separation by Design is

pleased to introduce the KleerBlue economical 2,000 gallon above-ground DEF
storage system (KB-2000) to supply multiple
retail DEF dispensers.
Show Special: Is your location right for

CNG fueling? Get a free site analysis from
Trillium and the chance to win the use of a
mobile CNG station.
BOOTH
Roadys Truck Stops

Show Special: Sign up to become a
part of Roadys Truck Stops or the Roadys
Rewards Program and get 50 percent off
of the sign-up fees.
BOOTH
104
RSC Chemical Solutions

New Product: RSC bio-based, biodegradable Gunk Powered by SafeCare
Truck and Equipment Wash is formulated
to penetrate all types of soils found on the
exteriors of equipment.
514
Separation by Design
BOOTH
128
BOOTH
315
The Truckers Friend National Truck Stop Directory

New Product: The 2012 edition of The
Truckers Friend includes bulk DEF locations. Help drivers find what they need.
BOOTH
212
Uniden America Corp.

Show Sample: Register to win a Bearcat
880. This radio features a seven-color
backlit display, noise canceling microphone, frequency display, NOAA weather,
PA and more.
New Product: Come see Unidens new
Bearcat 680, Bearcat 880 and Bearcat
980SSB with wireless microphone compatibility, modern design and solid performance.
NATSO and Federated Insurance Partner to Offer
Travel Plaza Loss Control Guide
New! NATSO and Chairmans Circle member Federated Insurance are

debuting the recently completed Travel Plaza Loss Control Guide at The
NATSO Show. Stop by booth 215 to pick up your complimentary copy.
65
WPMA and NATSO Team Up

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involved in the business of marketing
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petroleum products and convenience
bring you an additional attendee
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to assist members in increasing their
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The WPMA Convention is
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trade association representing distributors, wholesalers,

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To check out the WPMA convention schedule, visit

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Statement of Ownership, Management and Circulation

1. Publication Title: Stop Watch
15. Extent and Nature of Circulation
2. Publication Number: 2472-3
a. Total No. of Copies (net press run)
3. Filing Date: September 28, 2011
b. Paid and/or Requested Circulation
4. Issue Frequency: Bi-monthly
2,283
1,920
(1) Paid/Requested Outside-County Mail Subscriptions Stated on Form 3541
5. Number of Issues Published Annually: 6
(2) Paid In-County Subscriptions Stated on Form 3541
6. Annual Subscription Price: N/A Free
(3) Paid Distribution Outside the Mails Including Sales
7. Complete Mailing Address of Known Office of Publication:
Through Dealers and Carriers, Street Vendors, Counter Sales,
1737 King Street, Suite 200, Alexandria, VA 22314
and Other Non-USPS Paid Distribution
8. Complete Mailing Address of Headquarters or General Business Office of Publisher:
(4) Paid Distribution by Other Classes Mailed Through the USPS
NATSO Foundation, 1737 King Street, Suite 200, Alexandria, VA 22314
c. Total Paid Distribution
9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor:
d. Free or Nominal Rate Distribution by Mail
Publisher: NATSO Foundation, 1737 King Street, Suite 200, Alexandria, VA 22314
(1) Outside-County Copies Included on PS Form 3541
Editor: Amy Toner, 1737 King Street, Suite 200, Alexandria, VA 22314
(2) In-County Copies Included on PS Form 3541
Managing Editor: Amy Toner, 1737 King Street, Suite 200, Alexandria, VA 22314
(3) Copies Mailed at Other Classes Through the USPS
10. Owner: NATSO Foundation
(4) Distribution Outside the Mail (Carriers or Other Means)
11. Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent
e. Total Free or Nominal Rate Distribution
or More of Total Amount of Bonds, Mortgages, or Other Securities: None
f. Total Distribution
1,983
1,620
12. Tax Status: Has Changed During Preceding 12 Months
g. Copies Not Distributed
300
300
13. Publication Name: Stop Watch
h. Total
2,283
1,620
14. Issue Date for Circulation Data Below: September/October 2011
i. Percent Paid
100
100
66
Average No. Copies Each Issue During Preceding 12 Months, first column
I certify that all information stated above is true and complete.
Actual No. Copies of Single Issue Published Nearest to Filing Date, second column
Amy Toner, Senior Director of Marketing and Design, NATSO Foundation
1,983
1,620
S AVA N N A H
THE NATSO SHOW 2013
Save the Date

for 2013
Mark your calendar now for The NATSO Show in Savannah, Ga.
February 37, 2013
Savannah International Tr ade & Convention Center

Westin Savannah Harbor Golf Resort & Spa
S AV E T H E D AT E
May 14-15, 2012

Join us in Washington
to fight for your business!
Grand Hyatt
Washington,
D.C.
If you have any questions, please contact Brad Stotler at
bstotler@NATSO.com or (703) 739-8566.
www.natso.com
71
PRODUCTS & SERVICES INDEX

I /-"-iL>ii`L`
ADVERTISING SERVICES
Headrick Signs & Graphics Inc. .............................................. 45, 54
I.C.E. Inc. ............................................................................... 45, 55
Newport Poster Network, a Division of
Newport Business Media ..................................................... 45, 57
Randall-Reilly Publishing ...............................................................44
Skyline Electronic Price Displays ....................................................55
Sunshine Electronic Display Corp...................................................77
ALTERNATE FUELS
NGVAmerica ......................................................................... 45, 57
Trillium USA ..................................................................... 45, 61, 65
AMUSEMENT GAMES & MACHINES
Action Amusement Co. .............................................................68
DAS Distributors .............................................................. 45, 46, 52
KSG Distributing Inc. ................................................... 45, 47, 55,64
SweepsCoach ........................................................................ 45, 60
TSC Global....................................................................... 45, 48, 61
APPAREL & ACCESSORIES
Grand General Accessories Mfg............................................. 45, 54
Hi-Way Distributing Corp. of America .........................................69
KSG Distributing Inc. .................................................. 45, 47, 55, 64
TSC Global....................................................................... 45, 48, 61
BEVERAGE PRODUCTS
Caribou Coffee Co. ................................................................ 46, 50
Coca-Cola Refreshments ........................................................ 46, 51
McAlisters Corp. .................................................................... 45, 56
S&D Coffee Inc....................................................................... 45, 58
Xyience.................................................................................. 45, 63
COMPUTER PRODUCTS & SERVICES
Comdata ............................................................................... 45, 52
EBK Manufacturing ..................................................................68
Fiscal Systems ........................................................................ 45, 53
MaddenCo Inc. ......................................................................69
Pegasus TransTech....................................................................69
QuikQ LLC ....................................................................... 45, 47, 58
RAM Mounting Systems ............................................................70
Randall-Reilly Publishing .................................................. 45, 48, 58
Retalix USA.............................................................................70
Store Chek Systems................................................................ 45, 59
TCH LLC ................................................................................. 45, 60
Verizon Wireless/Celluphone ....................................................70
Warren Rogers Associates ..................................................... 45, 63
CONSULTANTS
Diversified Insurance Services .......................................... 45, 52, 64
FLEETpayUSA LLC ....................................................................69
Gary Hall & Associates.............................................................69
J.J. Keller & Associates Inc..........................................................69
72
McLane Co. Inc. ..................................................................... 47, 56

Paragon Solutions Inc. ........................................................... 45, 57
PRS Inc...................................................................................70
T-Chek Systems Inc................................................................. 45, 60
TVC Pro-Driver Inc.................................................................. 45, 61
CONSUMER ELECTRONICS
Generac Power Systems .................................................. 45, 54, 64
Koolatron .............................................................................. 45, 55
Top Dawg Electronics ............................................................. 45, 61
TSC Global....................................................................... 45, 48, 61
Uniden America Corp. ..................................................... 45, 62, 65
DIESEL EXHAUST FLUID (DEF) PRODUCTS & SERVICES
Air1 by Yara North America .................................................. 45, 50
Airgas Specialty Products................................................. 45, 46, 50
The Casite Co. ........................................................................68
CDI/AirBlueFluids Inc. ............................................................ 45, 51
Cummins Filtration ....................................................................68
Gilbarco Veeder-Root................................................. 45, 47, 54, 64
Old World Industries LLC ........................................................ 45, 57
Separation By Design ...................................................... 45, 59, 65
a CF Industries Co. ................................................... 38, 45, 48, 60
TSC Global....................................................................... 45, 48, 61
Valvoline................................................................................ 45, 62
Wholesale Nozzle & Supply Co. ............................................ 45, 63
EQUIPMENT & SUPPLIES
ANS Distributing ......................................................................68
Bee Line Co. ...........................................................................68
Chevron Lubricants .................................................... 45, 46, 51, 64
Comdata ............................................................................... 45, 52
Electrolux Professional Laundry.............................................. 45, 52
EnviroDock Inc.........................................................................68
Flint Loc ........................................................................... 45, 53, 64
LSI Industries Inc. ......................................................................69
Mobil Delvac ................................................................... 45, 47, 56
Service Systems LLC .................................................................70
Shell Lubricants ................................................................ 45, 48, 59
TCH LLC ................................................................................. 45, 60
Wholesale Nozzle & Supply Co. ............................................ 45, 63
FINANCIAL SERVICES
Comdata ............................................................................... 45, 52
Federated Insurance ............................................45, 46, 53, 64, 65
First Data ................................................................... 36, 45, 47, 53
Fleet One ............................................................................... 45, 53
QuikQ LLC ....................................................................... 45, 47, 58
TCH LLC ................................................................................. 45, 60
TelaPoint .......................................................................... 39, 48, 60
FOOD PRODUCTS
Chesters International............................................................ 45, 51
Gourmet Gardens .................................................................. 45, 54
Interstate Dairy Queen Corp. .....................................................69
Java Gum ........................................................................ 45, 55, 64
McAlisters Corp. .................................................................... 45, 56
McLane Co. Inc. ..................................................................... 47, 56
Snak Club Inc. ........................................................................70
FUEL SERVICES
AmeriGas ...............................................................................68
The Casite Co. ........................................................................68
Chart Inc................................................................................ 45, 51
Clean Energy ..........................................................................68
Comdata .............................................................................. 45, 52
Donaldson Co. Inc...................................................................68
Fiscal Systems ........................................................................ 45, 53
Fleet One ............................................................................... 45, 53
FLEETpayUSA LLC ....................................................................69
Flint Loc ........................................................................... 45, 53, 64
FPPF Chemical Co. ................................................................. 45, 53
Howes Lubricator ...............................................................47, 69
Mobil Delvac.................................................................... 45, 47, 56
QuikQ LLC ....................................................................... 45, 47, 58
Renewable Energy Group .......................................... 38, 45, 48, 58
TCH LLC ................................................................................. 45, 60
Warren Rogers Associates ..................................................... 45, 63
FULL-SERVICE RESTAURANTS
Country Kitchen International........................................................52
Huddle House Inc............................................................. 45, 55, 64
GENERAL OPERATING EQUIPMENT/SUPPLIES
Blue Beacon Truck Washes .......................................................68
Clean Energy ..........................................................................68
Kaba Benzing America Inc. .......................................................69
Mobil Delvac.................................................................... 45, 47, 56

Power Service Products Inc. ................................................... 45, 57
Retalix USA.............................................................................70
GENERAL TRAVEL PLAZA MERCHANDISE/PRODUCTS
21st Century Smoke/CB Distributors Inc. .....................................68
Baldwin Filters ....................................................................... 45, 50
Bridgestone ..................................................................... 44, 46, 50
The Casite Co. ........................................................................68
Flint Loc ........................................................................... 45, 53, 54
FPPF Chemical Co. ................................................................. 45, 53
Goodyear ........................................................................47, 69
Heatmax Inc. ..........................................................................69
Impulse Merchandisers .................................................... 45, 55, 64
Koolatron .............................................................................. 45, 55
Michelin North America ................................................... 45, 47, 56
Mobil Delvac ................................................................... 45, 47, 56
Snak Club Inc. ........................................................................70
The Truckers Friend National Truckstop Directory .... 45, 48, 61, 65
TSC Global....................................................................... 45, 48, 61
GENERAL TRAVEL PLAZA SERVICES
Baldwin Filters ....................................................................... 45, 50
CAT Scale Co. .................................................................. 45, 46, 51
EnviroDock Inc.........................................................................68
McLane Co. Inc. ..................................................................... 47, 56
Mobil Delvac.................................................................... 45, 47, 56
Roadys Truck Stops ......................................................... 45, 58, 65
TSC Global....................................................................... 45, 48, 61
GIFTS & NOVELTIES
21st Century Smoke/CB Distributors Inc. .....................................68
Gourmet Gardens .................................................................. 45, 54
73
PRODUCTS & SERVICES INDEX

Heatmax Inc. ..........................................................................69
Koolatron .............................................................................. 45, 55
TSC Global....................................................................... 45, 48, 61
INSURANCE
Federated Insurance ............................................45, 46, 53, 64, 65
MARKETING SERVICES & INCENTIVES PROGRAMS
AMBEST Americas Best Truck Stops and Service Centers ..... 45, 50
Mobil Delvac.................................................................... 45, 47, 56
NATSN
(North American Truck Stop Network).........32, 45, 53, 54, 56, 65
a Division of Newport Business Media ................................. 45, 57
Professional Transportation Partners ...................................... 45, 57
QuikQ LLC ....................................................................... 45, 47, 58
Roadys Truck Stops ......................................................... 45, 58, 65
TCH LLC ................................................................................. 45, 60
Wisconsin Petroleum Marketers
& Convenience Store Association .............................................70
PUBLICATIONS & SERVICES
Truck Paper............................................................................ 45, 61
Truckers Friend National Truckstop Directory .......... 45, 48, 61, 65
USA TODAY ........................................................................... 45, 62
QUICK-SERVICE RESTAURANTS
Chesters International............................................................ 45, 51
Interstate Dairy Queen Corp. .....................................................69
McAlisters Corp ..................................................................... 45, 56
SUBWAY ..............................................................................70
Yum! Brands Express ................................................................70
RESTAURANT PRODUCTS
McAlisters Corp. .................................................................... 45, 56
74
SIGNS
Headrick Signs & Graphics Inc. .............................................. 45, 54
I.C.E. Inc. ............................................................................... 45, 55
LSI Industries Inc. ......................................................................69
Ms. Carita SafeTruck ........................................................ 45, 56, 64
Skyline Electronic Price Displays ............................................. 45, 59
Sunshine Electronic Display Corp............................................ 45, 60
TIRES
Bridgestone .................................................................... 44, 46, 50
Double Coin Tire .............................................................. 45, 46, 52
Goodyear ........................................................................47, 69
TRUCK EQUIPMENT, SUPPLIES & SERVICES
Baldwin Filters ....................................................................... 45, 50
Bee Line Co. ...........................................................................68
Bridgestone ..................................................................... 44, 46, 50
The Casite Co. ........................................................................68
Chevron Lubricants .................................................... 45, 46, 51, 64
Clean Energy ..........................................................................68
Cummins Filtration ....................................................................68
Donaldson Co. Inc...................................................................68
Double Coin Tire .............................................................. 45, 46, 52
Goodyear ........................................................................47, 69
J.J. Keller & Associates Inc..........................................................69
Koolatron .............................................................................. 45, 55
Mobil Delvac.................................................................... 45, 47, 56
Ms. Carita SafeTruck ........................................................ 45, 56, 64
Old World Industries LLC ........................................................ 45, 57
RSC Chemical Solutions.................................................... 45, 58, 65
Truck Paper............................................................................ 45, 61
TSC Global....................................................................... 45, 48, 61
Verizon Wireless/Celluphone ....................................................70
2010 Exxon Mobil Corporation. Mobil and Delvac are trademarks of Exxon Mobil Corporation or one of its subsidiaries. NASCAR is a registered trademark of The National Association for Stock Car Auto Racing, Inc.
My engine gets me there on time.

Thats why I use Mobil Delvac.
My name is Tom Quinton and not many guys know cold weather driving like I
do. Ive been driving 34 years in severe weather conditions in Canada where
temperatures reach -40 degrees F. With the help of Mobil Delvac oils, Ive
never had any trouble starting my trucks, no matter how cold it has been.
Next time you change your oil, switch to Mobil Delvac.
mobildelvac.com
76

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JANUARY/FEBRUARY 2012

THE NATSO SHOW 2012 OFFICIAL

Shell ROTELLA LUBRICATION LIMITED

PROTECTION THAT GOES THE DISTANCE

Your 2012 Goal: Get Involved

new year is upon us. It is a pleasure

Day on Capitol Hill. At this event you will have the

to write my first letter as Chairman of

fabulous opportunity to meet with your elected

NATSO. It is an honor to be serving with

officials and tell them what is on your mind. You

you. You all come from different backgrounds,

elected them and for now you are stuck with

different lifestyles, and different ways of

them; go and make sure they are representing

thinking, but we are all the same in one aspect.

you and what you stand for. These elected

We all need each other as people, as business

officials can have a huge impact on your business.

operators, as friends. I consider each

Make sure they have your best interest in mind.

of you my friend. Together, lets get

Get involved with your elected officials.

asset to you. See what NATSO can do for you and

be mindful of the business we are in.

see what you can do for NATSO. Soon you will

We are in the business of taking care

see that those obstacles, challenges and surprises

of each other. We are in business to

are just things to make you stronger stronger

make money, to show a profit, but in

than you ever thought possible.

a sense we are all in the hospitality

Being a member of NATSO can be a great

I am excited to be your new 2012 NATSO

business. Our doors are open with a

chairman. I believe in NATSO. I believe in its

warm welcome to greet each other.

cause. I believe in you. Call NATSO on the

We need each other.

phone; someone will pick up and he or she will

As 2012 now fully embraces us,

be eager to help you. Ask NATSO how you can

we may face obstacles, challenges and surprises.

become involved. You will be amazed by the

Other industries think of challenges as tough,

things you can do. Whether you come from a

obstacles hard and surprises too surprising, but

small town in the middle of nowhere or a large

we are in the travel plaza business. It is a business

city hidden among the masses of people, you still

that can overcome any obstacle, any challenge

are important to this cause. Become involved.

and every surprise.

Raise your hand and ask, What can I do? Be

I encourage you this year to set yourself a goal

involved as if your business and job depends on

something that can affect your business, your

Show. Go there with an open mind, participate in

CAT Scale can help you bring

For More Information

40 Future Leaders Sessions