Message in a bottle: Charity binds dealers

While it was a virtual event held, in part, to honor him and his family's accomplishments, Steve Nerheim found himself awestruck.

It wasn't just because a fellow tire dealer — who lived in another country, thousands of miles away — also was being honored for a different accomplishment. It was because of why he was being honored and how much he had done for his community.

As he listened to the presentation, Mr. Nerheim just knew he had to recognize Rodrigo Valle Hernandez, owner of Tijuana-based Grupo Tersa, who was named the 2020 Tire Business Tire Dealer Humanitarian of the Year.

"It's just Incredible, just moving, such an amazing thing that has been doing," Mr. Nerheim said. "I knew I had to do something."

So Mr. Nerheim, vice president of Waukegan Tire & Supply Co. — the 2020 winner of the Top Shop Award, given by Tire Review magazine — reached out to Tire Business. Family-owned Waukegan Tire operates three locations north of Chicago (Waukegan, Park City and Grayslake), a short drive from the Wisconsin border.

Last month, Mr. Nerheim's gift arrived: a letter to Mr. Valle, along with an engraved bottle of Woodford Reserve double oaked bourbon whiskey.

The bottle reads:

2020 TIRE BUSINESS

Humanitarian of the Year

Rodrigo Valle Hernandez

Grupo Tersa

"If it doesn't hurt, you haven't done enough."

Tijuana, Baja California, Mexico

"I can't tell you how much it means to me, for you to take your valuable time and especially in these days, to do this," Mr. Valle said. "It speaks highly of you and your family."

Said Mr. Nerheim: "It came from my heart."

The gesture should come as no surprise to those within the tire industry. Tire dealers are some of the best, most dedicated and most honorable business owners in their communities.

And in this age of COVID-19, they continue to provide an essential service.

Mr. Nerheim had never met Mr. Valle. Both were honored at the Tire Industry Association's Honors ceremony. Usually held on the Monday evening prior to the opening of the Specialty Equipment Market Association (SEMA) Show in Las Vegas, last year's TIA event was held virtually on Nov. 2.

Mr. Nerheim, along with his father and company founder Gerald "Jerry" Nerheim, were presented with Tire Review's Top Show Award, recognizing independent tire dealers whose business practices represent quality, innovation, service excellence and professionalism.

Meanwhile, Mr. Valle became the first Mexican recipient in the 27-year history of the Humanitarian Award, which recognizes an independent tire dealer or retreader in North America who, during the past year, has made significant contributions to the betterment of his or her community through charitable and/or public service work.

Closing in on four decades in the industry, Mr. Valle operates Grupo Tersa, an entity that include more than 150 stores, three distribution centers and 13 auto dealerships, operating in eight Mexican states.

In 2013, Mr. Valle organized the Valle Bibb Foundation. Today, the foundation provides funds for more than 15 charitable organizations in and around Tijuana.

The four groups he supports the most touches all walks of life. They include the Castro Limon Foundation, which provides care for kids with cancer through the age of 18; the Promoter of Fine Arts, which provides an outlet for elementary schoolchildren through music; CETYS University, where he became the first alumnus to donate $1 million, helping to fund the Rodrigo Valle Hernandez auditorium-gymnasium; and a palliative care facility, which provides comfort and medical equipment for patients and families during end-of-life circumstances.

In seven years, his foundation has donated nearly $4 million.

"As a company, we have always been mindful about our community and doing things in our community," Mr. Nerheim said, "but when I heard the extent of what he is doing and what he had done at his (college) with the gymnasium and all the fundraising, it's just ... such an amazing thing. I'm really proud of him."

Once Mr. Valle had received the engraved bottle from Mr. Nerheim, Tire Business arranged a Zoom meeting so the dealers could speak directly to one another.

Mr. Valle told Mr. Nerheim that the first 40 days of 2021 have been especially rewarding.

First, he said, he received the bottle, which he called a "beautiful gesture."

Secondly, Mr. Valle revealed he had reluctantly fielded a call a day earlier on his cell phone.

"It was a number I didn't know, and I usually don't answer those," he said.

The person at the line told him the mayor of Tijuana wanted to speak with him.

"I thought, 'Oh no, I'm not sure what I did now.'" Mr. Valle said.

After the requisite small talk, the mayor revealed the point of the call: With folks struggling during the pandemic, the city wanted to donate $1 million pesos — or $50,000 in U.S. dollars — to his foundation.

"I was speechless," Mr. Valle said. "I thought he was joking. I started crying, screaming with happiness."

His wife Dennise came running into the room, frightened — especially since Mr. Valle has spent the last 11 years fighting brain cancer.

She asked him what happened.

"I just won the lottery without buying a ticket," he said.

"So in 35 days, I have had two great surprises," Mr. Valle told Mr. Nerheim, "yours and this one. I'll never forget it."

Charity has made the two dealers fast friends.

Mr. Nerheim and his dealership also do an enormous amount of humanitarian work in and around the Waukegan community.

He especially supports Bcureful, a charity started by his sister, Julie Nerheim Scroggins, that is dedicated to raising funds toward a cure for Tuberous Sclerosis Complex, a rare genetic disorder that causes non-cancerous tumors to grow in the brain and on other organs.

The incurable disease, which may bring about seizures, intellectual or development disability, behavioral problems and/or skin, lung and kidney maladies, affects up to a million people, according to Bcureful.

Waukegan Tire also supports United Way, children's organizations, soccer programs and breast cancer fundraisers, "really anything we can do to help," Mr. Nerheim said.

Mr. Valle encouraged Mr. Nerheim to push himself and his company into doing even more.

"The bottom line is," Mr. Valle told Mr. Nerheim, "if you like what you do, you're going to do it. If you dislike something, you're not going to do. If you're looking at me, you're sure going to do it better than I am doing. That's something you should be proud of yourself. You won't be surprised what you're going to accomplish."

Mr. Valle recounted how he had begun his foundation. First, he reached out to his family to join the board. Then he approached his executive team. Finally he brought on fellow businessmen.

"They should have some charity in their blood, something in common, and see what you're seeing and the needs of society," Mr. Valle said. "You start with those. They have to have a very strong commitment. They will help you spread your wings more, because they are going to be influencers."

Mr. Valle said that with the entire team pushing in the same direction, bigger and better goals get accomplished.

"I always say if you like something, you're going to try to have it," Mr. Valle said. "If you like a Ferrari, one day you're probably going to have it. It might not be a new Ferrari, maybe a 5-year-old Ferrari, but you'll get it if you want it."

The dealers promised to stay in touch. "Something runs through my blood for charity," Mr. Valle said.

"The community is what supports us, and we do our best to get involved and do whatever we can to support them," Mr. Nerheim said.

"It's a large industry, but at the end of the day, it's relationships and working together and helping promote and bring awareness that will make a difference."