What began as a simple service station with a landmark neon-lit and an accompanying moving dinosaur on the rooftop, Dinosaur Les Schwab Tire Center is now one of the area’s oldest tire businesses, approaching 70 years of service in southeastern Utah.
Walt Axelgard started Dinosaur Super Service in 1947 after returning home from World War II. From the very beginning, Walt’s business philosophy was founded on offering quality products and, as the name implied, “super service.” It was Walt’s entrepreneurial spirit that led him to expand the business to include a tire and retread shop shortly thereafter. He was one of the first local tire companies to service the surrounding coal mines, and Dinosaur Les Schwab Tire Center continues today as one of southeastern Utah’s oldest and most respected tire businesses.
Walt is now gone but the Axelgard family has continued to fulfill the entrepreneur’s vision. In 2004, Dinosaur Tire chose to form an association with one of the most trusted tire companies in the West, the Les Schwab Tire Company. This association allows Dinosaur Tire to remain entirely owned and operated by the Kevin Axelgard Family. Bringing together two great companies with over 130 years of combined experience and integrity allows them to enhance Walt’s founding vision of delivering “super service” to those they serve. The family-owned business has continued to evolve and grow throughout the years to better serve southeastern Utah as a leader in the tire and service business.
Well-known in the local area for its work with tires, the business offers products in all sizes including lawn and garden, trailer, ATV, passenger vehicles and semi trucks, as well as farm and mine tires.
“From the smallest cart tire to the largest earth mover tire, we service them all,” Korie Axelgard explained.
After purchasing tires, a customer can expect exceptional no hassle warranties and the Best Tire Value Promise, including free flat repairs, rotations, balances, road hazard protection and more, for the life of the tires. Rounding out the list of many services offered in the full service automotive center are oil changes, batteries, brakes, alignments, shocks and suspension.
The Dinosaur Les Schwab team still holds true to Walt’s original vision to provide the best possible service for every vehicle owner’s needs. The team also provides free pre-trip safety checks year-round. They will check your tire’s air pressure and tread depth and visually inspect your alignment, shocks, brakes and battery, all for free.
In addition to staying busy in the shop, the team reserves extra time to benefit the community. One such time is the annual Cowboys Memorial Rodeo of which Dinosaur Les Schwab is the premier sponsor.
“It’s such a fun event to participate in. Who can’t resist a good rodeo?” Korie said of the event that is slated for July 29 and 30. “These fun community events are a great way to spend time with family and to enjoy our beautiful area.”
The event takes place at the Castle Dale Arena at 7:30 each night as competitors gather for the Rocky Mountain Pro Rodeo Association sanctioned event. However, the rodeo isn’t the only event that will keep the Dinosaur Les Schwab team busy that weekend. Also on July 29, the business will sponsor the International Days Burnout Competition in Price.
“International Days and the burnout contest are so much fun,” Korie said. “Price City does an excellent job each year with the International Days event. We are excited to sponsor the burnout contest and want to challenge last year’s winners to come and defend their titles.”
The Dinosaur Les Schwab team will be giving out free popcorn at the event on Price Main Street as well as presenting gift certificates to the top three winners. First place receives a cash prize and a $300 gift certificate toward products and services. Second place receives a cash prize and a $200 gift certificate, and third place receives a cash prize and a $100 gift certificate. Sign up will be at 6:30 p.m. and the event is slated to begin at 7.
Also upcoming at Dinosaur Les Schwab is the business’ Hogle Zoo promotion. For the past six years, Les Schwab Tire Centers has been a proud presenting sponsor of Utah’s Hogle Zoo. As part of their Hogle Zoo sponsorship, each of the 26 Utah Les Schwab stores will be distributing BOGO tickets all summer. On August 6 from 11 a.m. to 1 p.m., community members will find free hot dogs, drinks and kids prizes at the local business. There will be free tickets for the Hogle Zoo given away as well as a grand prize “Family Fun Adventure Kit” that will be awarded to one family. There is no purchase necessary. Korie encourages the community to stop in for a free pre-trip safety check or tire service work and enjoy a free hot dog lunch.
For world class customer service on all of your tire and service needs, visit Dinosaur Les Schwab Tire Center at 200 East Main in Price Monday through Friday from 8 a.m. to 6 p.m. and Saturday from 8 a.m. to 5 p.m. The Dinosaur Les Schwab team can be reached at (435) 637-2580.
