The new year luncheon in Commerce attracted nearly 70 guests and featured the induction of tire Highfill into the CTDA Hall of Fame
Commerce, Calif.—The 13th annual California Tire Dealers Association/1-800EveryRim New Year Luncheon in Commerce attracted nearly 70 guests and featured the induction of tire industry veteran Scott Highfill into the CTDA Hall of Fame.
Highfill was recognized for his 50-year career, which began in 1976 at Kennedy’s Firestone in San Diego. Following that role, he worked for three different wholesalers in San Diego before opening a one-man operation selling inner tubes and specialty tires out of his home.
Highfill merged with Great Western Tire in 1991, buying his partner out in 2000, and continued the wholesaling until he sold the business in 2015.
He started a workers’ compensation buying group in 1988 and served as Executive Director of that group for many years. To this day, he helps CTDA maintain a presence in the San Diego area, recruiting dealers in the region to attend CTDA’s San Diego area meetings.
In addition to his professional accomplishments, Highfill is an active participant in the community, serving as a youth baseball volunteer umpire for nearly three decades, helping the Jackie Robinson YMCA and serving on the Board of a Native American non-profit helping children on the poorest reservations on the Plains.
The luncheon also featured a keynote speech by Darren McLea of DJM Solutions, a provider of sales training for tire dealers. McLea explained the importance of establishing a clearly defined sales process, training salespeople to ask for the sale, and establishing customer loyalty.
The next luncheon is slated for Feb. 11, 2027, at the Stevens Steak & Seafood House in Commerce.
Thirteen companies sponsored the event:
Federated Insurance – Diamond Sponsor
1-800EveryRim OEM Wheels – Founding Sponsor
TireTutor
Yokohama Tire
Hawley Insurance Services
Myers Tire Supply
DJM Solutions
Mighty Auto Parts
New York Life
Boyd Shackelford Barnett & Dixon
NAPA Auto Parts
Nokian Tyre
Parts Authority
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