7 Ways Shoemaker’s Travel Center Builds A Strong Brand


Photo Credit: Jules Clifford/NATSO

Situated an hour Southeast of Omaha, Nebraska, Shoemaker’s Travel Center has all the ordinary truckstop profit centers—restaurant, store, fuel/gas and truck repair shop—but they are far from ordinary. In fact, they have become a tourist attraction for Lincoln.

During NATSO's Domestic Study Tour, owner Dave Shoemaker shared what makes them unique. From the Highway 6 branding seen throughout the truckstop to their low-flow toilets, their strong branding makes a big impact on the customer experience. Count the ways with me.

  1. Gas Station Pump Memorabilia.
    ShoemakersGasStationPumpMemorbilia.jpg“We really enjoy making our truckstop unique,” Shoemaker said. And unique it is with an extensive collection of gas station pump memorabilia. They have vintage gas station pumps and globes throughout the truckstop as well as several vintage trucks on the property. These items are beautifully and carefully displayed.

  2. 200-Foot Mural.
    ShoemakersMural.jpgThe store is also wrapped in a 200-foot mural that represents 3,652 miles of America via scenes from along Historic U.S. Route 6. It took the artist...

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Amy Toner's photo

Toner markets NATSO products, services and meetings. She is the content editor of NATSO's core websites, Stop Watch magazine and Highway Business Matters biweekly articles. In addition, she provides creative services across all departments. Toner joined NATSO in 2006. Prior to joining the association, she served as director of membership services at an association for ambulatory surgery centers. Toner lives in Washington, D.C., with her husband and son. More
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