Service not just another job at Tate's

TRAVERSE CITY -- Anyone who's attended a Traverse City Beach Bums game has heard about Tim Tate's business.

Every time a foul ball clears the roof and leaves the friendly confines of Wuerfel Park, spectators hear a pre-recorded crash of glass, sometimes followed by a blaring car alarm, and an announcement that "there's another job for Tate's Auto-Body."

"People do respond to those," said a smiling Tate, who wrote the scripts for the Beach Bums ads. "It's hard to say how many customers we've gotten from them."

Tate grew up in the auto repair business. His grandfather and father both operated shops in the Detroit area before Tate's father moved the family to Traverse City in 1970 when Tim was 12.

After graduating from high school, Tate worked at his father's auto shop before launching his own operation in a cramped, one-car location on Garfield Road in 1984.

A decade later, he built his own building, and added on to that two years later. The business is now housed in a 10,000-square foot facility where his team of eight handles all types of auto collision repairs. Using high-tech equipment, quality parts and experienced staff, Tate's has restored thousands of damaged vehicles to like-new condition.

"I knew from our first day that we'd do well," said Tate. "I had confidence based on my years in the family business. We've had some years where we hit a plateau, but it's been steady growth."

Tate said there was a period in the early 1990s that he was given a chance to work for someone else.

"I knew I had to step up or step out," he recalled. "I was offered a job and it would have been more secure, but I just couldn't do that. You know, when you're the owner, you get to choose which 70 hours a week you want to work."

As he talks about his business, Tate obviously is proud of his family's three generations of auto repair experience and says that tradition translates to quality service to his customers.

"There are 22 body shops in Grand Traverse County; that's a lot to choose from," he said. "People know if you're just after their money, it will be obvious. But if you're really there to serve people, they will appreciate it. We're here to serve people."

Address: 2822 Garfield Road, Traverse City
Phone: (231) 947-6277
Hours: Monday-Friday 9 a.m. to 5 p.m., Saturday by appointment
Employees: 8
Years in business: 25

In Business is a weekly feature on northern Michigan businesses. Next week: Inish Knits.

Photos

Tim Tate, owner of Tate's Auto-Body Service, inspects the front end of a car that has been brought in for repairs. Record-Eagle