/ Business of the Month / Eagle River Tire
Business of the Month: November 2023
Eagle River Tire
Eagle River Tire
126 E. Division Street
Eagle River, WI 54521
Phone: 715-479-8820
https://www.ertire.com/
It was a distinct pleasure to have an opportunity to speak with Shirley Egan, co-owner of Eagle River Tire, along with her husband, Bob, to learn about the exceptional growth of their automotive business which will be celebrating its 50th Anniversary in two years. And, over the coming year, looking forward to the transition to their son, Mike, which will allow the next generation to continue this highly regarded family business.
Tell us about the history of Eagle River Tire.
We have a very simple story.
We opened Eagle River Tire, then known as Eagle River Firestone, in October of 1975. Originally, Bob and I had a tire business in Illinois. But we had a place in Eagle River and it was always in the back of our minds to be here so it made sense to sell the Illinois business and start a new one here. We knew it would take some time though, as it does with any business. We purchased the property in 1973, got the building permits, and everything you need to start a business. It was our passion. We were raising our kids so the hours worked out well.
Over the years, our customers requested that we expand our services as well as our line of tires. So, not only can we get a large selection of tires, but we also expanded to include 4-wheel alignment, tune-up, drive line service, oil changes, and brake repairs.
How would you define the growth of Eagle River Tire?
Never did I realize 48 years ago that Eagle River would see the growth that it has today. We feel very blessed that we were able to stay with it, we had good people that were with us. You’re always going to have good days and bad days but we had so many good customers that were so supportive. Our employees have been a solid part of our growth all these years.
Some days we work on 35 cars in one day. It really hasn’t slowed down. It seems like now people have more time to come in, and they always come back. It’s been just continuous. And yet we’re open to growing even more.
Tell us about the transition of ownership to your son, Mike.
Mike came on board 9 or 10 years ago with the intention of taking over some day. That is the plan, perhaps in another year, as we get all the paperwork together.
Mike has established his own clientele since he’s been here, he’s very personable. Everyone feels comfortable bringing their car to him and knowing it’s in good hands. Mike’s whole family is in Eagle River, and they all feel that it’s important to continue the family business.
Mike started out at an automotive business in Rhinelander, so he’s been in the business for quite a few years. As we were growing, Mike came to work with us, Bob went to work at the Vilas County Economic Development Corporation, and I continued here. The logical thing for Mike to do was take over some day.
It’s wonderful that he wants to carry it on. When people call, they ask for him.
How many employees do you have?
We have three techs in the back, and Carl in the front. Both Mike and Carl can go back and work, if necessary. The whole flow of the day is amazing in terms of how much they can accomplish.
Tell us about your business philosophy, and how you give back to the community.
Your vehicle is the second most important thing you own other than their home. We have always maintained that you come in because you need to, and come back because you want to. We try to be very honest, fair and do only what is needed.
Why is it important for you to give back to the community?
We want to give back to our community that has always been there for us. It’s nice to be on committees and help people when they need it. Bob is involved in all kinds of things. I was on the Eagle River Revitalization for a while, and there are several other groups that we keep up with and help.
Why is it special living here?
There are just so many people that have been generous and loyal and kind. It’s funny, I remember when we first moved here there were no stoplights. The growth that we have seen is phenomenal. I think it’s great anytime that you can help someone or an organization. That’s what we try to do. It’s just a great place to live.
In our family business, you know, I have always thought that Mike and I think alike, and so that’s been really nice. I had always hoped that he would take over someday. We feel that we did develop something good in the area.
Congratulations Eagle River Tire!
