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Dallas Community Advantage Magazine ★ JUNE/JULY 2022
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Published by Active Media Publishing Group PO Box 672 · Aurora, OR 97002 info@ActiveMediaUSA.com 503.825.2111
TASTE OF THE TOWN: West Valley Taphouse
6
OPERATIONS Jeremy Okai Davis, Art Director Stacy Benner, Sr. Graphic Designer Holly Darling, Sr. Graphic Designer Shawn Schmidt, Sr. Graphic Designer Hilary Berg, Sr. Graphic Designer CONTRIBUTING WRITERS Tyler Francke Dennis McNabb David Bates Robert Matsumura Patti Jo Brooks Olive Gallagher Colton Womack
10 BUSINESS SPOTLIGHT: The Car Doctor
17 POP CULTURE: Summer Movies
20 COVER FEATURE: Mighty Clean Carpet
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25 HISTORY: Father’s Day
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Dallas Community Advantage Magazine 3
BUSINESS SPOTLIGHT
Northwest Professionalism Chimcare Chimney Service
C
himcare strives to be the leader in the chimney and fireplace industry. They are committed to providing customers with the highest quality service at affordable pricing, and are known throughout the Northwest for professionalism and dedication to customer satisfaction. In 1989, Richard Peralta began a small chimney sweeping company in Canby, Oregon in order to help support his growing family. Richard started the business on a part-time basis to provide extra income for his family of eight, while working full time for UPS. After five years of hard work and dedication to his customers, he was able to leave his day job and pursue the business full time. Richard built the business from the ground up by providing dependable, quality service that is still trusted to this day. Thanks to his incredible dedication to the craft, integrity, and impeccable customer care, Richard’s business quickly grew into the chimney repair and cleaning company that carries on his legacy today. Many of Richard’s first customers are still with Chimcare LLC today, along with their family and friends. Chimcare is very proud that the majority of their business is from loyal repeat customers and their referrals. As they have grown, Chimcare has expanded with additional locations in order to service the greater Portland and Seattle areas. Their chimney professionals can service homes and businesses as far north as Everett, Washington and as far south as Salem. Along with providing chimney cleaning, inspection, and repair services, the great team at Chimcare can also help transform your outdoor living space by constructing a beautiful outdoor fireplace for you to enjoy all year round. They are experts
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at chimney construction and masonry, and their work is so good that they have also branched out to doing special projects like patios, retaining walls, fire pits, walkways, and pretty much anything that can be done with brick and mortar. In 2005 Richard’s sons Jesse and Daniel took over the business. While these two keep Chimcare running, Richard now dedicates his time to community outreach projects that he is passionate about. Jesse and Daniel remain committed to not only keeping up with the level of service that their father provided for many years, but working to exceed it. They want to go above and beyond for each and every customer. Along with the current customer base, Jesse is working hard to expand Chimcare as his father had always dreamed. They are always looking to serve new customers who are searching for clean-cut service technicians with experience, quality workmanship, and a name that is trusted around the northwest. They are proud to carry on the Peralta family tradition of providing exemplary chimney care for you and your home. If you have any questions or want to inquire about their services, you can visit their website at www.chimcare.com, or call them at 971-367-0990.
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Dallas Community Advantage Magazine 5
TASTE OF THE TOWN
WEST VALLEY TAPHOUSE
What’s On Tap? By Patti Jo Brooks, Contributing Writer Photos by Laurel Bice
W
est Valley Taphouse serves up top-quality beer, local wines, mouth-watering food, and the best familyfriendly atmosphere you’ll find anywhere in Dallas. Whether you drop in with the family, meet up with friends, or you’re simply “Jones-ing” for a tasty sandwich, this is the place to come! True to their “No Crap on Tap” slogan, West Valley Taphouse has the best selection of beers and cider from around the world. Owner Sam Dufner says they are “very picky” on what they bring in. “There is nobody outside of Portland, or in the whole state, who has a better selection of beer, wine and cider than we do.” All wines are local, with the first 20 of the 65 total taps dedicated to these local wines. Only the highest quality brews crafted by top brewers are awarded the next 35 taps or so. Typically only one beer per brewery is represented. “We have, without a doubt, the largest selection of craft beers,” Sam points out. Keeping a wide variety of styles on tap, you’ll be sure to find just what you’re looking for—Hefeweizen, Amber, Berry, Porter, Stout, etc. Or maybe you prefer the tap house favorite, an IPA. West Valley’s sure to have 3 or 4 on tap for you to choose from. Finishing off the remaining taps are selected ciders, sodas, and kombucha. West Valley Taphouse began as a dream for Sam and his wife, Suzanne. They originally moved to the countryside to make commercial cider. Sam was a beer brewer and cider maker, and they bought the building in 2015 to be a retail outlet for their cider. Although the plans changed, the Dufners do have orchards, but instead they sell their apples to local cider makers. The West Valley Taphouse, however, grew as a business and became a popular place to hang
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out. The congenial staff tends to be mostly friends, Dallas locals, and the occasional expert in beer or cooking. Sam tries to hire within the local community, but certainly won’t pass up someone who “knows their stuff.” “One of the very first to be familyfriendly with a full restaurant, and the best ambiance and atmosphere for families to have a locally sourced meal,” Sam explains is the unique quality of West Valley Taphouse. Families can also share and enjoy casual game time, with an entire shelf full of games to choose from—some customers have been coming here for years to play games. West Valley Taphouse is also becoming increasingly known for fantastic food. A favorite is Smoked Burgers—customers absolutely love these. Another very popular selection is the Seasonal Sandwiches. June’s Seasonal Sandwich is the French Dip—a former menu regular and Number 1 Best Seller. This French Dip features bread from a local bakery, consisting of
a sourdough baguette with chunks of bacon baked into it. Yum! And not to be out-done is their “highly renowned” chili, which consistently wins the Downtown Association’s Annual Chili Contest between all the Dallas businesses. West Valley Taphouse has its very own distinct culture in which scheduled Events and “What’s on Tap” play a major role. (To stay updated and fully informed, sign up through Facebook for current events and tap selections.) This month’s Tap Takeover Event is scheduled for June 9th from 6:00-9:00pm. A guest brewery will be invited to bring in 5 to 6 beers to put on tap. A representative, brewer, or owner will be present, providing give-aways and door prizes. Customers will have a chance to meet the brewery staff, learn how beers are made, and go home with freebies: shirts, mugs, growlers, etc. Another fun part of the culture is The Mug Club—“that’s our big thing,” says Sam. The club is limited to 100 members who purchase their own 20oz mug (giving them a little extra beer each time they are in). Members also receive additional perks—shirts, parties, discounts. The mugs are on an annual renewal and
typically sell out, leaving others to wait for next year’s renewal period. This year, however, there are still a few spots left, but probably not for long! Always growing, West Valley Taphouse recently added a full Arcade with games geared for adults. This classic-style arcade features retro pinball machines and the like. Moving forward, Sam intends to add catered events for weddings and parties to the repertoire. Available on a very limited basis this summer, look for it to be in full swing next year! West Valley Taphouse is located across from the library at 957 Main St. in Dallas. Give them a ring at (503) 420-4277 or visit westvalleytaphouse.com.
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Dallas Community Advantage Magazine 7
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Dallas Community Advantage Magazine 9
BUSINESS SPOTLIGHT
THE CAR DOCTOR
IS YOUR CAR SICK? By Patti Jo Brooks, Contributing Writer Photos by Laurel Bice
Is your car sick? Or maybe just under the weather? Visit The Car Doctor on Northeast Polk Station Road for a complete check up. The Car Doctor’s state-of-the-art diagnostics, and specialized technicians, team up to cure and maintain your vehicle’s overall health and well-being. Rick Young, owner of The Car Doctor, “Polk County’s Source for Complete Automotive Repair,” started in the auto business at age 19 washing cars at the Ford dealership in Medford. He attended college on Ford’s behalf, graduating in 2001 with an Associate’s Degree in Applied Science and Automotive Technology. He then began working at the Ford Service Department in Dallas for several years before starting his own car repair business from his gravel driveway in April 2007. Moving locations twice to better serve the growing needs of the community, Rick came full circle, landing back at the old Ford dealership location where he got his start. The Car Doctor (a nickname bestowed by Rick’s nursefriend) is a specialized shop that has “really dialed it in,” where each person has a specialty. “Instead of having everybody do everything, we’ve broken it down to 3 different specialty areas,” Rick explains. A Drivability/ Electronics specialist; 3 Line-techs, good-naturedly called “the fixers,” as they’re “the ones out there fixing the cars”; and a Maintenance specialist, responsible for all fluids, oil changes, transmission services, and more. Techs regularly complete continued education, staying up-to-date on training and the ever-improving technology in vehicles. Completing the team are Service Advisors/Customer Relations specialists, and the Parts Manager, who provides the “best quality parts” at the most reasonable price. Services include digital vehicle inspections and health reports complete with digital photos—aka “Show and Tell.” Work is backed by a Nationwide 2 year warranty. Free loaner cars and shuttle services are available to customers as needed. 10 To Advertise With Us, Call 503.825.2111
Celebrating 15 years of business, Rick admits to still developing company culture. “We’re just a big family that spends 5 days a week together.” Thursdays, the “family” is treated to a free lunch from different local restaurants each week, “so that we’re giving back to the community,” Rick says. He also gives back to the community through donations, fundraisers, and sponsorships to local organizations, churches, and schools. For Dallas HS Seniors Night, The Car Doctor gives away 2 certificates for service to ensure a “safe and reliable journey off to college.” Rick is a board member of CASA (Court Appointed Special Advocates) for foster children, and his wife is an Advocate. He’s also donated cars to women in need through CASA and Titus House. Lastly, there’s Gnomey, The Car Doctor’s Public Relations guy. A hit with the kids, you’ll find him poised out front between the plants. “Oh, I see you’re hanging with my Gnomey,” Rick says warmly to his future clients. The Car Doctor is located at 201 NE Polk Station Rd., Dallas. Give them a ring at (503) 623-8570, or visit their website, cardoctordallas.com.
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BUSINESS SPOTLIGHT
OMOROSE MASSAGE AND BEAUTY BAR
BEAUTIFUL
Written By Patti Jo Brooks, Contributing Writer • Photos by Laurel Bice
O
morose means “beautiful” in Egyptian, and Christie Ocheske, owner and operator of Omorose Massage and Beauty Bar in Dallas, has dedicated her career to improving the complexion of her patrons. At Omorose, Christie and her highly trained staff offer a wide range of services such as anti-aging facials, corrective facials, and medical massage. Additional services include eyelash sculpting, nail care, waxing, and hair removal. Micro needling, which stimulates collagen and elastin production in the skin to give it a more youthful appearance, is available as well. Omorose Massage and Beauty Bar patrons know they can place their trust in the capable and caring hands of these skilled experts. Christie has been a successful business owner for 27 years. Her current venture, Omorose Massage and Beauty Bar, came about 3 years ago when she chose to open a small massage and beauty bar in Dallas. Having worked in Albany for 10 years, she decided to bring her experience and expertise to her local community of Dallas, where her services were in great demand. Christie, a licensed esthetician and certified medical massage practitioner, also holds a license as an advanced esthetician (which involves even more time and training). Presently, Christie’s looking to hire additional skilled staff for her growing business. Massages at Omorose are varied and targeted to the needs of the client. Christie always consults with her client prior to treatment; she goes over modalities, expectations, health considerations, and more. Omorose’s goal is for the client to experience a positive outcome. To help accomplish this, during the massage Christie will “look into the body and what the body needs,” making adjustments accordingly. Recognized for her licensed medical expertise, doctors and chiropractors frequently
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refer patients directly to Christie. She often performs preop and post-op massage to facilitate improved health and healing before and after surgery. Omorose Massage and Beauty Bar is a unique and welcome establishment within the Dallas community. Holding with the passion to “be part of the community,” they are an active member of the local Chamber of Commerce. In addition to providing professional, quality services, Omorose is also a source of local job opportunities. Furthermore, donations made by Omorose to various organizations in town benefit many of the local residents. Future plans include expanding and moving to a larger space to enhance the clients’ experience. For Christie, Omorose Massage and Beauty Bar isn’t just a business—it’s a beautiful step along the path of her chosen career. “It’s a wonderful adventure,” Christie says. “I just love it!” Omorose Massage and Beauty Bar is located at 181 SE Washington St., Dallas. Give them a call at (503) 420-2088, or check out their website, omorosemassageandbeautybar.com.
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Dallas Community Advantage Magazine 15
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SUMMER CINEMA
SEASONAL
By Donovan Darling, Staff Writer Ferris Bueller’s Day Off (1986): PG-13
“Nobody leaves my cheese in the wind.” Hands down this is one of my all-time favorites which I constantly quote. It’s the story of a high school senior who takes a “skip day” for a grand adventure with his friend and girlfriend. Directed and written by John Hughes, and like all of his movies, it’s quirky, funny, colorful, cinematic, musical, philosophical, and honest. Matthew Broderick steals the show as he dances and sings and jokes across the screen; Alan Ruck, who plays his best friend, is a hilarious hypochondriac sidekick; and Mia Sara, who plays the girlfriend, is funny and incredibly sharp. And really, no character is wasted: the jealous sister, the goofy secretary, the oblivious parents, the high school students, the parking garage attendants. But let us not forget the petty and pointless Principal Ed Rooney, played by Jeffrey Jones, to whom the above quote belongs, who lights up every scene. It’s quintessentially 80s, larger-than-life, absurd, and it has the legendary 1961 Ferrari 250 GT California Spider, which famously soars the Chicago streets when stolen by the parking garage attendants. A must-see for summer!
Disney-Pixar’s Luca (2021): G
“It’s just the greatest thing that humans ever made, the Vespa!” Like most new Disney-Pixar movies, Luca doesn’t disappoint. It’s utter eye candy, a gorgeous film to watch. Taking place in a fictional 1950s Italian Riviera, with director Enrico Casarosa drawing from his very own childhood, Luca feels like a summer period-piece: it’s classic, warm, relaxed, tropical, and yet somehow boundless, stretching like the blue-green sea. The movie is a coming-of-age story following the title character, Luca, a boy seamonster who wants nothing more than to visit and explore the human village of Portorosso. Luca and his best friend, Alberto, also a sea-monster, befriend a kind human named Giulia, and proceed to have that type of unforgettable summer you only experienced as a kid. Interestingly enough, like Brave and Frozen, there’s no love interest! But there is bromance, and it’s wonderful to watch. There’s also Vespas, bicycle races, fishing, swimming, and all kinds of meditation on identity and accepting who you are. Great for the whole family!
The Sandlot
(1993): PG
I think everyone has heard the quote “you’re killing me, smalls,” but maybe you don’t know it’s from this movie! Probably one of the best kids’ baseball movies ever, The Sandlot is a time machine into the summer of 1962 and the simpler times of childhood: monster dogs, making new friends, pretty girls, and the sublime sound of a wooden bat cracking a baseball. The movie follows a new kid in town who joins a pickup baseball team who plays in the “sandlot,” and their mental state and inventory of baseballs is completely dependent on The Beast, a mysterious and terrifying monster dog who lives behind the fence. It’s one of those boys-will-be-boys movies: sun-kissed summer days, riding bikes in the streets, occasional swearing, pretty lifeguards, running from scary dogs, and mysterious neighbors behind fences. Better for slightly older kids due to language and The Beast, The Sandlot is a great movie for a lazy summer afternoon.
Grease
(1978): PG-13
“Tell me about it, stud.” Grease is iconic, pure and simple, and a movie musical that follows high school seniors in their final year before they graduate. Loaded with nostalgic 1950s Americana, there’s leather jackets, PINK!, blue jeans, bouffants and pompadours, dancing and rock and roll, smoking and fighting, high school cliques, and hot rods. After a crazy and unlikely summer fling between Danny (John Travolta) and Sandy (Olivia Newton-John), they realize they go to the same school and now must reconcile how different they are. Not wholly dissimilar to Romeo and Juliet if you think about it, they’re driven apart by their friends and social roles, but like the doomed couple they just can’t stay apart. It’s funny, whimsical, spectacular, but also deals with the serious issues faced by teenagers: rebellion, love and romance, friendship, drugs and alcohol, violence and mortality. Not appropriate for small children, Grease is a classic nonetheless and a great summer flick! Dallas Community Advantage Magazine 17
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Dallas Community Advantage Magazine 19
BUSINESS SPOTLIGHT
MIGHTY CLEAN CARPET CLEANING By Dennis McNabb, Contributing Writer
“Gosh, those are MIGHTY CLEAN CARPETS!”
J
ust ask Josh Vorderstrasse, owner and operator of Mighty Clean Carpet & Upholstery Cleaning Service in Polk County. He knows this business better than most, which he can attribute to the early start he got back in the seventh grade. His father started the business down in Salem in 1995, and Josh would go to work for his dad during his winter and summer breaks from school. Initially it was just that; a parttime, “helping out dad” type of venture. Eventually though, Josh came to realize he sincerely enjoyed the work and once he was old enough decided to branch out independently. He bought himself a van, equipment, and started his own branch of the business servicing the Newberg and McMinnville area. “What really appealed to me,” Josh says, “was the flexibility in the work and the hours, as well as the personal relationships I’m able to build with my customers.” Josh is a family man with two beautiful young kids of his own now, and he loves running 20 To Advertise With Us, Call 503.825.2111
a business that allows him to make a living while still balancing time with his family. In addition, each day is a new adventure bringing fresh challenges and variety to his work. Especially with living in the Northwest, where we can have such inclement weather, researching and discovering new ways to get all manner of dirt, sap and ground-in plant particles out of your carpets can be quite a challenge to overcome. Perhaps Josh’s most impressive quality, beyond his diligence and commitment to quality service, is his charming and friendly demeanor. “One of the most important aspects of this business is customer service,” he said. “I’m going into peoples’ homes. I can clean their carpets better than anyone in town but if I’m not personable - if I’m not giving them the best customer service they’ve ever had, I don’t get called back.” Josh’s friendly persona is not simply an act he puts on for the job, however. He genuinely is a really nice guy, and his main concern is doing the best job possible to clean your carpets and making you feel comfortable having him in your home. You may be asking, ‘What sets Josh apart from other carpet cleaners?’ Well besides the fact that he’s going to be your new
best friend, Josh has set up his business in such a way as to virtually guarantee your satisfaction. First of all, he has taken all the guess-work out of his pricing. He has a very straightforward and simple cost structure with NO HIDDEN FEES! You know exactly what you will be paying before he even arrives at your house, and his prices are both affordable and competitive.
treatments, deodorizers, stain guards, deep soil extractions and emergency water extractions. Josh can even venture outside to clean the fabrics in your vehicle, boat or RV! Made a huge sticky mess last time you went through the drive-through? Let Josh come and take care of it for you. He’ll return it to its former glory, or even better.
“He’s THE guy; the one you will speak to on the phone, and the one you will meet in person when he comes to your house, each and every time.”
Secondly, Josh is the owner and sole operator of Mighty Clean. There are no other employees working for him. He’s THE guy; the one you will speak to on the phone, and the one you will meet in person when he comes to your house, each and every time. He’s also the guy who takes pride in his business and does a superior job without any of the shortcuts you might get from some of his competitors. Even if you have a particularly difficult stain or spot, he will do his absolute best to get it clean without nickeland-diming you for extra chemicals needed for the job. Josh doesn’t limit himself to just cleaning carpets, by the way. He’s also a pro when it comes to freshening up your upholstery, including couches, loveseats and recliners. As always, these services come at easy and affordable fixed prices. He can do pet
The bottom line is this: without a doubt, Josh is going to earn your repeated business. He’s going to show up on time, he’s going to win you over with his friendly personality, and he’s going to deliver the best cleaning your carpets and upholstery have ever had. Don’t live another day with dingy, dirty carpets. Call Mighty Clean Carpets at 503-956-6148 to schedule your service today!
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On the commercial side, Josh can spruce up that dingy old office carpet for you in a jiffy. No office is too big or too small; the pricing structure is just based on square footage in this case (which is twenty cents per square foot). He can also take on any multifamily dwelling such as a condo or apartment complex and has separate specials for those as well.
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SEASONAL
Father's Day History By Donovan Darling, Staff Writer
Origins
The first Father’s Day was celebrated on June 19, 1910 in Washington State. However, not until 1972—58 years after Mother’s Day was made official by President Woodrow Wilson—did Father’s Day become a national holiday. The campaign to celebrate fathers didn’t have the same enthusiasm as celebrating mothers–maybe because, as one florist explained, “fathers haven’t the same sentimental appeal that mothers have.” On July 5, 1908, a West Virginian church sponsored the nation’s first event honoring fathers, a Sunday sermon in memory of 362 men who had died in the previous December’s explosions at the Fairmont Coal Company mines in Monongah. But it was a one-time commemoration and not an annual holiday. The next year in Spokane, Washington, a woman named Sonora Smart Dodd tried to establish an official holiday for fathers. She went to the YMCA, local churches, business owners, and government officials to garner support for her idea, and she was successful! On June 19, 1910, Washington State celebrated the first statewide Father’s Day, and the holiday slowly spread. In 1916, President Wilson honored the day by using telegraph signals to unfurl a flag in Spokane when he pressed a button in Washington, D.C. In 1924, President Calvin Coolidge encouraged state governments to observe Father’s Day.
Controversy and Commercialism
Strangely, many fathers and men criticized the holiday! As one historian wrote, they “scoffed at the holiday’s sentimental
attempts to domesticate manliness with flowers and gift-giving, or they derided the proliferation of such holidays as a commercial gimmick to sell more products–often paid for by the father himself.” During the 1920s and 1930s, a protest movement formed to demand a single holiday instead, called Parents’ Day, in place of Mother’s Day and Father’s Day. Each Mother’s Day, pro-Parents’ Day groups protested in New York City’s Central Park. Parents’ Day activist and radio performer Robert Spere commented, “a public reminder that both parents should be loved and respected together.” The Great Depression, however, deflated these protest efforts, as retailers and advertisers redoubled their efforts to make Father’s Day a “second Christmas” for men; promoting neckties, hats, socks, pipes and tobacco, golf clubs and other sporting goods, and greeting cards. At the breakout of WWII, advertisers argued that Father’s Day honored American troops and supported the war effort. After the war, Father’s Day was still not a federal holiday, but it became a national institution. In 1972, in the midst of his arduous presidential re-election campaign, Richard Nixon made Father’s Day an official national holiday. Today, economists estimate that Americans spend more than $1 billion each year on Father’s Day gifts. In other countries–especially in Europe and Latin America–fathers are honored on St. Joseph’s Day, a traditional Catholic holiday that falls on March 19. In the United States and elsewhere, Father’s Day 2022 will occur on Sunday, June 19. Dallas Community Advantage Magazine 25
HISTORY
Gasoline Prices: How 9/10th of a Cent Pricing Became Standard in the Fuel Industry By Robert Matsumura, Contributing Writer
Have you seen gas prices lately? They are out of control! And this prompted me to wonder, while waiting at the gas station for my tank to fill, why do gas prices end in 9/10 of a cent? After all, most products in the marketplace are priced in whole dollars and cents, so why do gas stations follow the practice of fractional pricing? In order to understand this seemingly arbitrary custom we must go back to the Coinage Act of 1792 which standardized the nation’s currency. One of the standards established in this act made legal pricing to the 1/1000th of a dollar (1/10th of a cent) which was commonly referred to as a “mill.” Shortly thereafter a half-cent coin was minted, and remained in circulation till 1857. Mill pricing was implemented for the issuance of stock, property tax assessments, and electricity bills, and remains common in the pricing of these commodities today. Fractional pricing did not apply to gasoline, however, till the 1930s. The Revenue Act of 1932 instituted an excise tax on gasoline of 1/10th of a cent per gallon. The following year the tax was increased to 1.5 cents per gallon. To most consumers today this may not seem like a lot of money, but when one considers that throughout the 1920s gas prices ranged from 20-30 cents a gallon, such a tax was indeed significant. With the popularity of the automobile in the 1920s, and the concurrent increase in the demand for gasoline to fuel the new vehicles, the price of gasoline had been on the rise. However, with the onset of the Great Depression, demand for gasoline began to fall and competition for customers between gas stations became fierce. By 1930, gas prices had declined to 20 cents per gallon, and would continue to fall throughout the decade to as low as 10 cents a gallon in certain parts of the country. Due to the dire state of the economy, consumers were 26 To Advertise With Us, Call 503.825.2111
keenly sensitive to prices. In turn, this price sensitivity made it difficult for gas stations to increase prices according to market conditions without generating a negative response from customers. Fortunately for gas retailers at the time, gas pump technology had advanced to the point where gas pumps could dispense gas to a fraction of a penny. With the ability to dispense gas in such a precise manner, gas station owners implemented the practice of pricing to a fraction of a cent in an effort to adjust prices without psychologically triggering the customer in a negative way. Initially, the fractional prices varied depending on the station, with 0.5 not being uncommon during the 1930s. As time passed, however, gas stations followed suit with other retailers who had learned that goods priced slightly less than those priced at a whole number ($2.99 versus $3.00) to the minds of consumers, seemed
significantly less, despite the fact that in reality the difference in the two prices was a mere cent. Infomercials today employ this exact tactic when offering products for three easy payments of $19.99 rather than simply advertising the product for $60, as $60 seems like a significant amount, while $19.99 resonates as a modest expenditure. It didn’t take savvy gas retailers long to realize that they could sell a lot more gas if they reduced their price by 1/10th of a cent rather than listing the per gallon price as a whole number.
do provide significant revenue for the gasoline industry. Studies have shown that Americans purchase approximately 178 million gallons of gasoline per day, which in turn amounts to a half-billion dollars in revenue per year.
were able to price fuel according to their own perceptions of supply, demand, and competition, but were required to price gasoline according to a government mandated formula that resulted in gas being priced in other fractional amounts such as 0.4 to 0.8, which frustrated drivers who were accustomed to 0.9 pricing at the pump. In response to a groundswell of negativity towards the unorthodox pricing, the mandates were lifted and retailers reinstituted the 9/10th pricing which has been our standard ever since.
“In the final analysis, no real advantage is gained either by the retailer or the consumer with the 9/10 pricing.”
Another reason for the effectiveness of the 9/10 pricing was the fact that most customers viewed the price of gas while driving by in their car. The main numbers drivers noticed on the gas price boards of a station while zooming by in their automobile were the whole numbers, not the fractions. People didn’t factor in the fraction of a cent into their decision to purchase at a particular station or not, so it was logical to price as close to a whole number as possible to maximize profits. Even though you won’t see fractional pricing on your credit card bill for the gas you purchased, the fractional profits
While it’s clear to see how a price change in cents could significantly impact consumer demand for gasoline when a 20 to 30 cents per gallon price prevailed, by the time the 1970s rolled around the price of gas had risen to 40 cents per gallon. At 40 cents per gallon, price changes in fractions of a cent were no longer necessary since a one-cent change in price amounted to approximately a 2% difference at the pump—an insignificant amount to most consumers. The 9/10 pricing as an industry standard came about in the wake of the Nixon administration’s temporary freeze on wages and prices in August of 1971, which were reinstituted again in June 1973. Gas stations no longer
In the final analysis, no real advantage is gained either by the retailer or the consumer with the 9/10 pricing. On average, the gas station makes approximately 10 cents per gallon on every gallon of gasoline sold. The 0.9 cent in the price accounts for about 10% of a station’s profit in a fuel market that is intensely competitive. As for the consumer, they receive precisely what they pay for at the pump, and the dispensers automatically perform basic rounding. Should the final price total with a fraction of a cent below 0.5, the price is rounded down. If the total is 0.5 or above, it is rounded up. This rounding procedure is common in retail. An example of this might be at the deli when you are purchasing sliced roast beef for $6.99 per pound. You might receive 0.51 pound of roast beef, but the price is rounded down to $3.56. This practice is also in effect in states that require sales tax. If a store must collect a 7.5% sales tax, the total will be adjusted up or down accordingly via the same method. So the next time you find yourself at the gas station gazing up at the electronic price board, remember that the 9/10 pricing, though seemingly random, has a history stretching back to the earliest days of the automobile, and in the end, works out equitably for both yourself and the owner of your local gas station.
Dallas Community Advantage Magazine 27
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