By Alexander C. “Sandy” Brodie – The Hawaii State Senate is considering Senate Concurrent Resolution 47 and Senate Resolution 24, which would re-name a section of Coral Street “Lex Brodie Street” after my father, Lex Brodie, who recently passed away.
Alexander H. “Lex” Brodie’s many contributions to the City & County of Honolulu and the State of Hawaii justify honoring him by naming a street after him.
In the 1960’s he located his tire and gasoline business in Kakaako district and, over the following decades, brought unprecedented service and fair pricing to consumers while creating thousands of jobs and millions of dollars of tax revenues.
He instilled the highest standards of discipline and courtesy in his employees, and established a successful profit sharing program.
Many former employees, having “studied” Lex’s systems, eventually started their own successful businesses throughout the state, often with direct help from Lex.
His creative advertising in print, radio and television set a new standard for retailers.
His innovative 10 and 15 second TV ads were something new.
Opening with a cartoon character chipping away at a stone wheel and closing with his characteristic “Thank You, Very much!” comment, he was one of the most recognizable merchants to generations of local people and visitors, alike.
His creative techniques have been used by college advertising courses and text books throughout the country and were given accolades by the Wall Street Journal.
Recognizing small businesses in Hawaii had little voice in the legislature and judicial system, he started “Small Business Hawaii”, a non-profit alliance of small businesses to provide balance to a system heavily influenced by big business. This successful organization continues today as “Smart Business Hawaii”.
To top off his career, Lex Brodie encouraged the legislature to initiate a school safety program correcting many safety discrepancies in our public schools. He then ran for and was elected to the State Board of Education where he served for eight years and championed early education in the Hawaii public school system.
While Lex Brodie’s Tire Company today operates under new ownership, the present management has the benefit of one of Hawaii’s most respected trade names and wisely carries on the tradition of superior service and product delivery.
I hope the Hawaii legislature will memorialize this icon of business and community by naming a street “Lex Brodie Street”. Thank you – very much!