- By Lauren Arbogast

I hadn't seen one of those in a while. The dapper yellow and blue paisley bow tie jumped out at me as I greeted Steve Sodikoff at the front desk of Steven Toyota in Harrisonburg. Unlike the TV commercials depicting him, this Steve Sodikoff displayed humble mannerisms and was almost nervous sounding as he asked about the interview. As the owner and president of the largest Toyota dealership in the Valley, I expected to meet a "big shot" ready to boast on the success and accomplishments of his dealership. Instead, I found this transplanted Valley resident to be appreciative of the base of support he has found in Harrisonburg and enthusiastic to give more back to the community. But who is Steve Sodikoff?

Ask any football player or parent at Harrisonburg High School for the last twenty seasons. They know him as the guy who takes their action shots and passes out amazing professional quality portraits each season. Talk to the athletic department at James Madison University. They know him as their supply source for dependable, donated vehicles for the past twenty years. The Skyline Literacy program gets a boost annually just because of him—not to mention Rockingham Memorial Hospital, the Salvation Army, and United Way of Harrisonburg and Rockingham County—and his charity extends all the way down to the JMU Breakdance Club. "If I can give back to the community, I do," Steve states, leaning back in his chair. "The last three years have been tough, but we have maintained our responsibility to the community throughout it all."

Steve has managed to pass on his philanthropic customs to his second son, Cory, who is heavily involved locally in Project Healing Waters. This growing national organization offers wounded active military personnel and disabled veterans the chance to delve into fly fishing for multiple therapeutic reasons. With some of the best fly fishing in the country concentrated around Rockingham County, this national program has found a very willing local niche. An avid outdoorsman himself, Cory donates his time and energy to this organization, and Steven Toyota provides the financial backing. This has been a venture that is rewarding beyond words, and Steve speaks passionately as he depicts his gratitude for our troops and his enjoyment with the ability to give a small token back to them. Cory isn't the only son who has caught the giving bug—Ryan, Matthew, and Jake are all also heavily involved with the dealerships and take part in various community activities.

Managing two dealerships and working with family can be tough, and Steve readily admits the struggles. "Being the boss and the dad is challenging. I try to layer myself, so that I am not their immediate supervisor." The rewards, however, certainly outweigh the trials, and everyone takes pride in the family business. Three of the sons work for Steven Toyota, and the fourth, Jake, is the finance manager for Steven Kia—the sister dealership just down the road. All of the siblings have found their niche. Ryan, the eldest, is the finance manager for Steven Toyota, and his wife Lindsey is the business development manager. Next in line, Cory is the general sales manager, and Matthew is the parts manager. The family has definitely made Harrisonburg home in all aspects of the word, and Steve knows that a debut in the "Friendly City" was the right choice at the right time.

Born in the "Windy City," Steve then grew up in Miami, and completed his education in Florida with a major in broadcasting. He started in the car business in Phoenix, AZ, working with rental cars, and when an opportunity presented itself to partner with his brother in a car dealership, he made the leap to Lynchburg, VA, where they opened Oak Ridge Toyota. Eventually, Steve spread his wings and ventured north to Harrisonburg to open his own dealership, leaving the area to avoid direct competition with his brother. Steven Toyota opened at 2970 South Main Street on January 20, 1992.

Don't let the gigantic dealership fool you; Steve Sodikoff is much more than just Toyotas. Sure, that may be his line of work, but we all know that work tends to fund the large and small extracurricular "play" aspects of our lives. Steve's college major in broadcasting still draws him today, and he dabbles in it when the opportunity presents itself. He also enjoys woodworking, and (indulging in a flashback to his teenage years) being a rock drummer. He's quite serious when discussing this particular topic, and it's easy to see that he is pleased to have picked up the sticks again. His two main passions are often happily combined—photography and traveling. Photography has always been top on the list for Steve, and he even tried it as a profession early in his career. "My hat is off to those in photography; it's a hard business to get into and make a living at," he muses. Pursuing his love of photography on the side, both locally and globally, is a source of deep joy and satisfaction for Steve.

At this point in his career, Steve is enjoying his hobbies a bit more, as his children step up and begin to take the reigns in various aspects of the business. "We have worked hard to create an honest atmosphere at the dealership," he explains. "It's unfortunate that car dealerships get stereotyped the way they do. We are not the typical car dealership; we try to satisfy everyone, and operate within our philosophy of high volume and low profits." Over the years Steven Toyota has won over many Valley residents as well as the national corporation, Toyota Motor Sales, earning the 2011 President's Award—the highest award bestowed on a dealership—recognizing excellence in every aspect of management. Steve breaks a smile when he mentions this, noting that this is not the first, second, or even third time the dealership has won this award over the years—his establishment has brought it home eight times. This ability to excel in multiple business aspects was part of the reason Steve decided to expand and purchase a Kia franchise in 2000, opening Steven Kia a bit farther south at 3340 South Main Street.

The success that Steve has found along Harrisonburg's famed "motor mile" has been a steady work in progress, and celebrating an upcoming 20th anniversary for Steven Toyota is not something that he takes lightly. He shows immense gratitude for the journey, and looks cautiously towards the future—realizing that his type of business is one that staggers with a low economy and hard times. Overall, Steve looks forward to continuing his dedication to the community, realizing that the "Friendly City" deserves recognition as a willing host. Check out the dealerships at steventoyota.com or steven-kia.com, or just swing by to say hello—who knows, you may just catch a glimpse of that dapper bow tie.