Spotlight: Dale Feste Automotive
by Nora m. Davis (HBCA)—JULY 2010
Tom Aldridge, Owner
Dale Feste Automotive was humming the morning I stopped to visit with owner Tom Aldridge. The sounds of a busy shop were evident as a customer relaxed in the lounge while her car was being serviced. A sharply dressed (black slacks, white shirt) staff member quickly approached me asking if he could be of assistance – the sign of a good customer service oriented business.
Feste Automotive has been a fixture in the Hopkins community for more than thirty years. Tom has owned the business since January of 2003, and with a contented smile told me he’d made his final payment just this year. And why did he keep the name of former owner Dale Feste? “Reputation and name recognition,” Tom explained. “Dale had always insisted on treating his customers with honesty and integrity – and I wanted to carry on that tradition.”
How did Tom get involved in the business? A Minnesota native, he started his career in the Navy specializing in aviation electronics (the “Star Wars era” he told me). After returning to Minnesota he managed a service station in Plymouth for a number of years. In May 1993, Dale sought him out and asked him to join Dale Feste Automotive.
And how has the automotive business changed? “Technology,” Tom quickly replied. “Cars are much more complicated today – with nearly everything controlled by electronics. We’ve had to invest heavily in scanning hardware and software. Right now we have five scanning tools, and because the technology changes so quickly they all require frequent updates. Another change - our busiest months used to be during the winter, but now we’re busier during the warmer months as those electronics don’t like heat. On the positive side, cars are much more reliable today. Business from towing is down seventy percent – attesting to that reliability.”
Tom proudly told me they’ve been a ten-time AAA Top Shop award winner. AAA approached them, and did a thorough review including available equipment, staff certification and training, and customer satisfaction ratings. When asked about their customer base, Tom told me the majority were area residents and families, many of whom have been customers for years. Sixty percent of their business is repair, the remaining forty percent is preventative maintenance.
Staff at Feste’s includes two highest rated L1 Technicians (requirements include eight years of experience, certification and regular testing), one Master Technician, plus an apprentice. Scott Jacobs is their ASA Certified Service Advisor. Both Tom and manager Don Froyd hold college degrees – a highly educated crew! According to Tom, staff training is a constant, with staff training averaging thirty hours per month.
Because he believes in giving back to the community, Tom is a member of the Alliance of Automotive Service Providers, MN Chapter, an organization committed to sharing information, knowledge and resources with members. He’s currently serving on the board and on a number of committees.
Best part of his job? Tom likes the problem solving aspect in an ever-changing industry. Each day is different – never a dull day! Have problems with your vehicle? Stop and see him at 1801 Mainstreet, 952-938-9808, or check out their website at.dalefesteautomotive.com.
