The Sacramento 49er Travel Plaza in Sacramento, California, isn’t just another stop on the road; it’s a model for modern travel centers. Under the leadership of President and General Manager Tristen Rust Griffith, this family-owned business thrives by prioritizing its employees, embracing innovation, and keenly focusing on the bottom line. Griffith, a woman in a traditionally male-dominated industry, brings a unique perspective that has significantly contributed to the plaza’s continued success. Her approach offers valuable lessons for anyone in the travel plaza sector aiming for excellence.
Established nearly four decades ago in 1972 and acquired by Griffith’s parents, Terry and Bev Rust, in 1988, the Sacramento 49er Travel Plaza has become a daily hub for over 600 truck drivers. This bustling location provides a comprehensive suite of services including a full-service truck shop, truck wash, the popular Silver Skillet Restaurant, a well-stocked travel store, and comfortable motel accommodations. Its longevity and consistent traffic underscore its importance to the trucking community and travelers alike.
One distinctive aspect of the Sacramento 49er Travel Plaza is its parking policy. Unlike many travel plazas, they charge for parking in their 275-spot lot. This decision, as Griffith explains, directly addresses customer needs. “Customers were upset we didn’t have enough parking for everyone,” she noted. Charging for parking ensures that spaces are available for paying customers, especially those utilizing the plaza’s services. To reward fuel purchases, the plaza offers complimentary parking to drivers who purchase more than 75 gallons of fuel, incentivizing fuel sales while managing parking availability effectively.
Beyond standard parking, the Sacramento 49er Travel Plaza stands out with its investment in Shore power Truck Stop Electrification (TSE). These specialized parking spaces allow truck drivers to power down their engines and connect to electrical and communication outlets during mandatory rest periods. Funded by a grant, this eco-friendly addition offers drivers comfort and reduces emissions. Griffith advises other operators considering TSE to prioritize equipment protection, recommending robust barricades and security measures like locking devices and key access to ensure TSE spots are used by paying customers.
Another key driver of the Sacramento 49er Travel Plaza’s success is its 24/7, state-of-the-art full-service truck shop. Recognizing an opportunity when other local shops reduced hours during economic downturns, the plaza expanded its shop hours to provide round-the-clock service. This strategic move catered to the needs of truckers who often operate on tight schedules and require immediate maintenance and repair services at any hour.
The Sacramento 49er Travel Plaza’s commitment to its 110-strong team (100 full-time and 10 part-time employees) is evident in its unique employee engagement practices. Griffith personally connects with her staff by randomly selecting an employee a few times a month to join her for lunch. This initiative fosters open communication, allowing Griffith to gain valuable insights, address concerns, and generate fresh ideas directly from her team, contributing significantly to employee retention and a positive work environment.
Supporting the employees and daily operations are seven profit managers, each overseeing specific areas of the travel plaza. A rotating “manager on duty” system ensures that a manager is always accessible by cell phone to handle any issues that arise, providing constant support to the staff. This management structure not only streamlines operations but also provides Griffith with a more flexible schedule, allowing her to balance her professional and personal life. As a mother, Griffith works four days a week, which she finds enhances her productivity and allows dedicated time for project work and accounting tasks at home.
The seven profit managers convene twice monthly to discuss updates, review budgets, and analyze contracts for their respective profit centers. This rigorous monthly budget review process ensures accountability and provides a clear financial overview. Furthermore, the plaza incentivizes managers to meet their budget targets, fostering a performance-driven culture. These meetings also serve as a platform for collaborative innovation, with each meeting spotlighting a specific manager and their profit center to brainstorm and share measurable ideas. One successful outcome of these collaborative sessions was the introduction of coupon booklets, distributed to truckers upon arrival, highlighting promotions across different profit centers within the travel plaza, effectively driving sales and customer engagement.
The Sacramento 49er Travel Plaza, under Tristen Rust Griffith’s leadership, demonstrates that success in the competitive travel plaza industry stems from a blend of strategic business decisions, a focus on innovation, a commitment to employee well-being, and a customer-centric approach. By prioritizing these core principles, the 49er Travel Plaza has not only sustained its business for decades but continues to thrive as a leading example in the travel center landscape.
