Gus Herlong named 2024 Humanitarian of Year

COLUMBIA, S.C. — Over the span of just 16 years, Palmetto Garage Works L.L.C. (PGW), a Midas and SpeeDee franchisee based in Columbia, has grown from five locations in the Columbia market to 32 throughout South Carolina, northern Florida, and just a couple of months ago, into Washington, D.C.

As the dealership has grown, so too have its philanthropic activities, including helping local charities and nonprofit organizations.

"We view it more as this is part of our culture. This is part of our business. If we have been accepted into a community to do business in, it's our obligation to reciprocate," President and COO Gus Herlong said.

"These customers in this community are showing up to our stores and trusting us to take care of their vehicle or to give us the opportunity to earn business. It's our obligation to reciprocate.

"So if I'm going to be welcomed into a new community to do business, I need to have the same mindset of that community needs the same support that mine does."

In recognition of his community and charitable work, Herlong has been named the 2024 Tire Business Tire Dealer Humanitarian of the Year, an annual award that recognizes an independent tire dealer who has made significant contributions to the betterment of his or her community through charitable and/or public service work.

An independent committee selected Herlong because he has demonstrated an unselfish commitment to the betterment of others.

This is just the latest award this year for Herlong. At the 2024 Midas IMDA annual convention in Nashville, Tenn., he received the Mark Smith Community Involvement Award (named after the 2018 Tire Business Humanitarian award winner and owner of Midas of Richmond in Virginia). The award recognizes a Midas franchisee's dedication to fostering robust community engagement in the markets he serves.

Also this year his college preparatory school in Columbia presented him with the Anne Thornhill Weston Award, given to an alumnus for unwavering community service.

"We are incredibly proud of Gus Herlong's leadership in humanitarian efforts, making a profound impact on the communities where he lives and operates," Midas President and COO Lenny Valentino Jr. said.

"For decades, Gus' family and their teams at Midas locations in Northern Florida and South Carolina have consistently demonstrated exceptional community involvement. His recognition with the Tire Dealer Humanitarian Award is a well-deserved honor, showcasing his commitment to giving back and making a difference."

Midas parent TBC Corp., which nominated Herlong for the Tire Business award, said Herlong "has generously provided tens of thousands of oil changes, tire rotations and free flat tire repairs to educators and first responders in need of transportation.

"Furthermore, Gus has cultivated a steadfast 12-year partnership with two local food banks, resulting in the provision of 750,000 meals to individuals and families in need.

"His dedication to alleviating food insecurity is evident through innovative endeavors like offering complimentary oil changes in exchange for food donations, amassing more than 30,000 pounds of food for Harvest Hope, Low Country Food Bank, Feeding Northeast Florida Food Bank, Bread of the Mighty Food Bank and Feeding America.

"Gus and his team actively participate in Midas' national community investment program, Project Spark, extending assistance to families facing hardships by providing them with safe and reliable transportation. Over the last two years, they have repaired eight vehicles for deserving recipients."

Herlong has been active in helping fellow business owners thrive. In addition to serving on franchisee councils in the Midas organization, this year he was appointed to the Mayor's Economic Advisory Council in Columbia to develop strategies for improving business, student life and residential growth. The governor of South Carolina appointed him to the South Carolina Business Regulations Review Board.

• Providing a $50,000 donation and continued support for a specialized summer camp for children with illnesses and disabilities;
• Contributing $50,000 toward the creation of a permanent multi-field facility for the Palmetto Baseball League for youth;
• Hosting Red Cross blood donation drives at his headquarters in Columbia and encouraging donations with oil change coupons; and
• Supporting Original Design, a faith-based mentoring program for youth.

Herlong said his motivation to help the community makes good business sense.

Most of his humanitarian work is focused on the Columbia metropolitan community where he is headquartered, but he also supports nonprofit organizations in the other communities where he does business.

"If you are asking for the community to trust you and your business, then trust that they need your help.

"One of the sayings we like to say is cars don't fix themselves, and neither do communities. And so you need to reinvest in the place that you're going to be asking for people to spend money with you," he said.

"…Even in our business, we're not only asking people to spend money with us, we're asking them to trust us, and they don't know who we are. We're asking them to turn over their maybe largest investment in their life, at the very least, probably their second largest investment, and perform work on it and then send them down the road saying they're safe.

"So if we're asking for all of that, then you need to be reinvesting in that community. It's no different than reinvesting in your business. … If nobody's going to be taking on investing in those communities, then they'll rot. And so if you're going to be in that market, then reinvest in it and do it for the right reasons," Herlong said.

"Don't do it because you're expecting them or you feel entitled. Do it because it's the right thing to do. And then you're going to be repaid by that community because they see that in you, versus seeing you doing it because you think it's checking a box," he said.

Valentino added that Herlong's "work inspires other franchisees to give back to their communities and join initiatives that support those in need."