06/29/2023
About 15 years ago we had decided that advertising and branding was going to take our business to the next level. My Mom thought I was crazy to spend this money. I started meeting with TV stations and starting negotiating the buying for our TV commercials. As much fun that it was, it was also a huge undertaking. My phone rang one day and it was Dan Obst. Dan’s agency did a ton of local companies, Alpine Fence, Lars Construction, John Hine, and others. Dan says to me, “you need a jingle” At the time I was thinking this guy is crazy I don’t want a jingle. I gave into Dan since he was the expert. Our buddy Dan who was everyone’s friend would pass away years later. But you can still hear his voice on some of his jingles still to this day. Thank you Dan for calling me that day and convincing me you could buy media better than me and that we needed a jingle.
A few years after Dan passed I met Brian Epperson. We became friends and business associates instantly. Brian opened up his advertising agency with his partner and called it Target River. Brian and I would sit down and formulate our advertising plans to try and create Alpine Rock & Block into a household brand. One of the first steps was to drop the word Alpine and create a new name and logo. From doing TV commercials, radio commercials, billboards, emails, and all the invisible digital marketing. We felt very happy with what we created in the community and throughout San Diego. Brian Epperson and his Team at Target River really helped to put us on the map and at the forefront of the industry. It has been quite the journey, from people mailing pet rock gifts to the “in El Cajon” girls, offering horseback lessons, to just hellos at the grocery store. One funny story when we tried to have the younger girl say “in El Cajon” at 3 years old she would only say “in Hell Cajon” over and over. We had to dub her voice with her sisters. Great memories watching the business grow up along with the girls and now myself with probably more gray hair than brown hair.
I wanted to take this moment and thank Mom, Dad, sister Jessica, all the customers, families, employees, friends, community, and business partners that helped us get to where we are. As most of you know the family had a great opportunity knock at our door 2.5 years ago. A national brand loved what we built and decided they wanted to acquire our company. After endless days and nights we decided it was time. So many emotions all at once. Excited, sad, confused, grateful, but at the end of the day so happy to be apart of something that 34 years ago an idea was kicked around the dinner table and two weeks later Alpine Rock & Block was opened.
THANK YOU ALL,
Neil Rodvold and Family
