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When the finished Auto Stop self-service station opened in 1971, some customers weren't sure how to go about filling their tanks. After June 3 this Holiday store, 1184 N. North Main St., will be out of business.

Pioneering Holiday makes way for Kwik Trip

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business River Falls, 54022
River Falls Journal
715-425-5666 customer support
River Falls Wisconsin 2815 Prairie Drive / P.O. Box 25 54022

A slice of local history will be snuffed out when the Holiday Gas Station on North Main Street shuts down at 11 p.m. Thursday, June 3.

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Another Kwik Trip will soon be built near Holiday, and Kwik Trip has bought out Holiday, which is owned by Hudson-based SSG Corp.

"It's safe to say that it was the combination of the new competition at that site and an attractive offer for our store that made it the best business decision for us," said Scott Nordstrand, SSG administrative director and legal counsel.

A new Kwik Trip on South Main Street also knocked another SSG-owned Holiday store out of business two years ago.

After the June 3 closing, some 10 full- and part-time workers at the North Main Street Holiday will be jobless.

Holiday at North Main Street first opened in 1971 as a fledgling self-service gas station called Auto Stop. It was owned by the Alvin Corporation, the forerunner of SSG.

The store station was called Auto Stop for many years before changing to Holiday.

"We are sorry to say goodbye to River Falls after 40 years of partnership," Burt Nordstrand said. "All of us at SSG Corporation are very grateful to our loyal River Falls customers and hope they will continue to seek us out in nearby communities like Hudson, Prescott, Roberts and Ellsworth."

Locally, SSG was a corporate sponsor of Relay for Life and the Kansas City Chiefs summer training camp in River Falls.

SSG, with 400 employees, owns 30 other franchised Holiday station stores, seven Auto Stop stations and three Northland liquor stores. Most store locations are in northwest Wisconsin, but a few are in Minnesota.

Read more about the history of this Holiday Station in the May 27 print edition of the River Falls Journal.

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Phil Pfuehler
Phil Pfuehler has been editor of the River Falls Journal since 1991.
(715) 426-1050
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