Rollin' 25 years, and going strong

Despite the prevalence of big-box and chain store retail in Roseville, outfits like Rich's Tire Barn generate repeat business on something corporate mojo can't quite capture with a grand opening - a loyal customer base and long-running tradition of patronage."They take care of you here," said customer Rick Jacobson on Tuesday, who in August got his BMW Z4 outfitted with flat-proof front tires in preparation for a coastal road trip. "Those tires were going to cost me $300 to $400 dollars apiece (elsewhere) and they got them for $150. They have good pricing and they don't steer you wrong."That kind of reputation brings word-of-mouth business. Rich's Tire BarnOpened: 1980Specializes in: Custom wheels and tires; brake work; alignments; other tire-related maintenanceLocation: 720 Atlantic St.Information: 782-5555Jacobson brought Karly Fischer to Rich's so the front left tire on her Kia could be inspected and possibly replaced. The left wheel well was damaged and a replacement tire is in the works. City officials presented Rich's Tire Barn with a plaque Friday commemorating the building, which has been there since 1930, housing various local businesses. Rich's Tire Barn has been in business in Roseville since 1980 and moved into the location at 720 Atlantic St. in 2001.Owner Richard Roberts opened Rich's Tire Barn in 1980, after purchasing Bill Flagg's "Tire Barn" that same year. Roberts had worked for Flagg before buying the business."It was pretty rough for a while," Roberts said. "Back then, we sold a lot of (tire) recaps." Rich's Tire Barn offered brake work, alignments and eventually got expanded into custom wheels and tires, tapping into the strong market demand for those aftermarket modifications that are popular today with motorists who want their vehicles to represent their personal flair.Of course, the shop is still doing brakes, alignments and other maintenance across the road at 460 Tahoe St., while the main location is where customers can peruse the selection of custom wheels and tires. They run from mild upgrades to high-end aftermarket modifications.The business is family run, with 11 employees in both locations. In addition to Richard, sons Mike and Brian work there as well. Custom wheels and tires can range considerably depending on how much a customer wishes to spend."It can vary from $800 to $10,000," Mike Roberts said. "There are hundreds of brands of wheels and tires."But their success comes down to one prime ingredient, says Richard."It's just service," he said. "You've got to treat the customer right."