When the staff at Petro Rochelle Travel Plaza in Rochelle, Illinois, started wearing t-shirts to recognize RED Friday—a day in which people remember everyone deployed—they thought it would be a nice way to recognize members of the military. What they didn’t expect was that customers would begin asking to buy the shirts. Now, they are a top-selling item and the proceeds from the sales will support the Wounded Warrior project.
“We’re a patriotic bunch,” said Cindy Knight, human resources manager for the location.
Staff at the location worked on the custom-design for the shirt, but Petro Rochelle Travel Plaza has always shown its support for the troops, Knight said. “As individuals we treat them with respect and say thank you,” she said, adding that the location will have military convoys stop for fuel and sees soldiers passing through as they return from combat in Afghanistan. “When we heard that one unit was going to be stopping here before returning home, I said, ‘Let’s take the ball and run with it. Let’s surprise them.’”
The location reached out to others and had local students, firemen and members of the community show up to welcome the troops home. Now whenever the location learns that troops are coming home and will be stopping for a travel break or to meet up with local police and fire departments for an escort, the staff works their magic. “We spread the word and meet them with a crowd of people holding flags and signs and greet them when they come of the buses with applause and hugs. They are always overwhelmed,” Knight said.
The location, which sits on 30 acres near I-39 and I-88, also goes above and beyond for its day-to-day customers. “We have just shy of 400 truck parking spaces and generally see 1,200 to 1,500 trucks a day,” Knight said.
Knight said the location focuses on cleanliness and service. “We’ve been here for 23 years and people still come in and ask if this is a new building,” she said. “We are a franchise location, so you have management here with boots on the ground every day. Everything is kept very clean and nice,” she said.
The location has been working to grow its local customer base, and has turned what used to be the smoking section of the restaurant into a meeting room that can be closed up for gatherings. “We have a lot of people who meet here,” Knight said.
The location also has a lot of RV travelers who stop. “We have a whole section of goods and supplies for RVs. The fueling island is a pull-through design for them,” Knight said.
After the RVs pull through the fueling island, they can head straight into a RV lot where they can get water and propane or access the dump station. “Then they make a nice u-turn and come out,” Knight said.
The travel plaza has worked hard to tap into the local flavor of the town, which appeals to professional drivers, travelers and locals alike, Knight explained. In addition to having agricultural decorations, the travel plaza has tapped into a train theme.
“The Union Pacific and BNSF rail lines crisscross right here, and that is unusual and a huge attraction,” Knight said, adding that she advertises the location’s rail-themed dining room near the railroad and has railroad memorabilia for sale in the travel store. “We really try to have something for everyone.”
Subscribe to Updates
NATSO provides a breadth of information created to strengthen travel plazas’ ability to meet the needs of the travelling public in an age of disruption. This includes knowledge filled blog posts, articles and publications. If you would like to receive a digest of blog post and articles directly in your inbox, please provide your name, email and the frequency of the updates you want to receive the email digest.