During the last 58 years, the Menante and Besso family names synonymous with the sales and service of tires. Frank Menante started it all in 1920 when he bought an interest in a North Virginia Street tire operation known as Reno Vulcanizing Works. Since then, three generations in both families have been actively engaged in the company.

Ralph Menante, who is co-owner of the business today and runs the 590 n. Virginia St. store, said he was nine years old when his father, former brewery worker, bought into the business.

“ I’d hang around the store washing windows and sweeping dead flies out of the corners in those days,” Menante said. “ I didn’t think of it as much at the time, but looking bask I can see where it was an important learning experience.”

Besso had a similar introduction to the business world through his Father A.G. (Gus) Besso, who became a partner with Frank Menante in 1922.

The company traces it roots at least back to 1913, when it was engaged in selling and repairing “shoes and boots” in what would be regarded today as an extremely primitive process.

In 1918, Reno Vulcanizing was operated by the Semenza and Gardella families. Four years, later it became Semenza and Menante and four years after that, Gus Besso --then a livery stable owner --bought out Rocco Semenza.

Since the Menante-Besso partnership began, the company has moved once, expanded, opened a second store in another area of town and is studying possible sites for a third location. And it has gone from a company which sold and repaired rubber and leather goods to one which is now in services such as recapping, wheel alignment, brake repairs and the sale of accessories such as batteries. But its main business, as it has been for the he company’s modest beginning, is still tires.

Menante estimated keeps up to 8,000 tires on hand at any one time at three different locations. He explained that the tire industry in this country is geared to high-volume sales, so there is very little chance that a shortage will occur.

That wasn’t always the case in the company’s history, especially in the early when World War II restricted delivery of essential materials such as tires.

When Reno Vulcanizing’s Menante-Besso partnership was born, the company was located at a tiny (40feet by 20feet) space at 322 N. Virginia. The business of repairing tires was literally forced into the street.

By 1938, space limitations had become so severe that the company was forced to take action and get more room. It found the extra space when an automobile agency sharing the building on North Virginia Street moved to new quarters.

Despite what Menante calls “sobering experiences” in the World War II years, the company continued to grow and prosper. In 1955, it was time for another move.

The firm set up its new quarters a few blocks to the north — at 590 N. Virginia St. --and has been there since. That Location, under the direction of the Menante family, has become increasingly important for commercial trade while the company’s second store, because of its location away from the downtown area, has stressed retail sales. The second store, guided by the Besso family, was opened in 1969 at 450 E. Plumb lane.

Leland Besso said the two stores offer essentially the same services, but the plumb lane operation has found success in some additional areas. For example, Custom wheels have become big business at the store. And brake repairs are available there but not at the downtown store.

The volume and versitatlity which the company now offers wasn’t always the case. Ralph Menante remembers some tough times during the depression. But he also recalls that the company somehow managed to stay in the black. “When the banks closed, it was pretty difficult,” Menante said. “Business was slow and you had to carry people for long periods of time. But people with cars will always find a way to keep their vehicles going.”

More difficult time s dogged the company during World War II. But they weren’t severe enough to threaten the business, Menante said. “We were in the same boat as most businesses then. It was tough to get materials. Probably the most difficult part was getting rationing certificates. You had to have a lot of patience.”

Menante, who noted that tire patching constituted much of the business in those days, said the company managed to weather the storm of the 40's through perseverance and a no- panic attitude. The problems of today, Menante said, are related more to “keeping up with ever changing and complicated government regulations.”

Over the years, Menante and Besso said they have seen some significant changes in the industry. Besso, who operates the Plumb lane store along with sons Steven and Mitchell, said the quality of the tires has been dramatically improved over the years.

“Sometimes we forget how bad tires were in the past,” Besso said. “The American motorist is getting a much better deal today. Recapping has also been greatly improved--and recapped tires are safer and more financially practical for a lot of people.

Menante, who heads up the Virginia Street store with help from sons Larry and Fran, noted that the company also does much more business in the winter now than in the past.

“Winter was always very slow, but the advent of snow tires and better roads made this part of the business grow quite significantly,” Menante said. “And improvements are continually being made in all types of tires.”

During the company’s early years, it sold several different lines of tires: Miller, Mohawk, Goodrich, U.S. Royal and Diamond. But since 1922 it has only sol the products of the Goodyear Tire and Rubber Co.

The company has developed a traditional service area over the years which hasn’t undergone much change. Menante said that the area includes anywhere from the Tahoe Basin to Fallon, and from Susanville to Bishop.

Besso, who remembers helping out in the store on Saturdays and after school as a kid, said he and Menante are hopeful that a family connection can continue in the future.

“We hope it works out that way. We would like to see our children and our children’s children carry on the tradition,” Besso said.

The two co-owners said they are looking ahead to the opening of store in the not too distant future. They have been looking at possible locations in Sparks for outlet number three. And, considering the rapid growth rate in the area, who knows when they’ll begin searching for store site number four.