River Falls Tire Company has been owned and operated since 1998 by Jeff Conwell. The company began in 1976 when Ron Cowley purchased the business from Bergstrom Tire Co. As an independent Firestone dealer, the company sold automotive tires and truck tires and had an on-the-farm service truck. The station also sold gas, first under the Shell Gas logo and then as a Union 76 station until the gas pumps were taken out in 1983. Ron installed the first hoist in the garage in the late 1970s and began to offer automotive services in addition to the extensive tire inventory.
