Lex Brodie, the iconic small-business man known for his "Thank you … very much" TV tire commercials and as an advocate for safer and cleaner public schools, died Friday morning on Kauai.
Alexander Hofgaard "Lex" Brodie died at the Regency at Puakea, a senior assisted-living facility in Lihue. He was 98.
Brodie, the son of a chemist for the Hawaiian Sugar Planters’ Association, was born in Kekaha, Kauai.
He worked as a beachboy with Duke Kahanamoku’s brother Sam at Waikiki Beach in the 1930s, providing outrigger canoe rides to visitors.
Brodie moved from working as a cannery superintendent at the Dole Pineapple Cannery to owning a Chevron gas station at Windward City Shopping Center in Kaneohe in 1958.
He opened Lex Brodie’s Tire Co. on Queen Street in 1964. He expanded to Waipahu, where he opened his second location in 1972.
Brodie built his company on being an independent gasoline retailer, finding a niche in offering low fuel prices but requiring cash payments and fill-ups only.
He also offered to fix flat tires for free.
His son Sandy said Brodie’s focus was on making sure the customer was satisfied, building a base of return business.
"His psychology for sales was different than most," his son said.
The elder Brodie founded Small Business Hawaii in 1976, with the idea of giving small businesses a voice in the community and Legislature, said Sam Slom, president of the Small Business Hawaii Foundation.
"I think he was the epitome of small business," Slom said.
Slom said Brodie also felt small businesses had an obligation to provide leadership in the community.
"He got us involved in education projects," Slom recalled. "That carries on today."
Slom said the Small Business Hawaii Entrepreneurial Education Foundation provides training for young people.
About three years ago the name of his group’s Small Business Person of the Year Award was changed to the Lex Brodie Business Person of the Year Award.
Even after selling his business in 1990, Brodie remained active.
Sandy Brodie said Lex Brodie’s wife was a teacher at Farrington High School and brought to his father’s attention the poor physical condition of the school, damaged by Hurricane Iwa. Brodie found damaged restrooms and fire exit doors that were locked, and took photographs of the problems.
He led a group of volunteers who inspected public schools and pushed state government to make them cleaner and safer.
Brodie later ran for and was elected to the state Board of Education, serving from 1992 to 2003.
Former school board member Karen Knudsen said Brodie was a strong supporter of school safety inspections.
"He was highly opinionated, could be very obstinate and yet he was very committed to improving Hawaii schools," Knudsen said. "He was truly driven to help our students."
Brodie apparently wanted to make sure voters were satisfied, too.
Sandy Brodie said while his father was a board member, he made a point of visiting every public school in the state and asking school officials what was their most pressing problem.
Scott Williams, president of Lex Brodie’s Tires, Brake & Service Co., said he started working for the business pumping gas and worked his way up, with Brodie serving as an "awesome mentor."
Williams said Brodie’s legacy of customer service continues today, and the business has grown from two to five locations on Oahu.
To commemorate Brodie’s 90th birthday, the business started Lex Brodie’s Foundation, an organization that sponsors a letter/composition contest for students ages 4 to 12 who say "thank you" to someone in their lives, and programs encouraging recycling and conservation.
An avid surfer, Brodie rode the waves until the age of 90, his son said.
Brodie is survived by wife Evelyn, daughters Wendy Pelligrini and Janet Teves, sons Sandy and Robert, seven grandchildren, five great-granddaughters and one great-great-grandson.
The family is holding private services, with assistance from Kauai Memorial Gardens & Funeral Home.
