Building More Than a Business: A Legacy of Service in Trinidad, Colorado

When Kevin Shaughnessy, President and CEO of Phil Long Dealerships, recently visited Trinidad, Colorado, the conversation turned to something much bigger than automotive sales, it became a reflection on legacy, community, and the unexpected journeys that shape our lives.

A 30-Year Journey

Three decades ago, Kevin and Lisa Camarillo were both working in Albuquerque, New Mexico for the Ken Johns Automotive Group. They worked at separate dealerships across the city, building their careers and learning the fundamentals of excellence in the automotive industry. What started as separate paths in New Mexico has evolved into a partnership built on shared values and a commitment to something greater than themselves.

When Lisa joined Phil Long 12 and a half years ago, she walked into a makeshift gas station on the side of the highway. The facility was far from impressive, and she questioned daily what she had gotten herself into. But Kevin saw potential from the beginning, recognizing in Lisa a rare combination of talent, dedication, and heart that would transform the store into something special.

The Transformation

The journey to today's beautiful facility wasn't easy. After navigating property approvals that were denied three times, temporary relocations, and mounting uncertainty, Lisa and Jay Ciimino finally broke ground on a new building. When they moved into the stunning new facility in October 2017, Lisa faced a daunting reality, significant debt and the challenge of growing the business enough to sustain it.

Kevin became a mentor during those uncertain times, helping Lisa work through the mathematics of growth. They calculated that the business needed to grow by over 90 percent. But that wasn't an inspiring rallying cry. So Kevin simplified it: just double it. He sent Lisa a barrel of Double Bubble gum to keep on her desk, instructing her to give a piece to everyone who walked in with a simple message, whatever you're doing now, do twice as much.

The symbolism stuck, and the philosophy worked.

Creating Something Special

Today, the results speak for themselves. Lisa's store has achieved a remarkable 37 percent market penetration, nearly triple the state average of 13 percent. It's the second highest market penetration of any Toyota store in the entire Western United States. The store has earned Toyota's President's Award four times, placing Lisa among the elite Toyota dealers in the world.

When Kevin walks into the Trinidad store, he feels something different than at most dealerships. The atmosphere is one of genuine hospitality, with smiling faces and a welcoming environment that extends beyond the typical transactional nature of car sales. People want to be there, and it shows.

More Than a Dealership

But the most powerful aspect of this story isn't about sales figures or awards. It's about purpose and the vision of the late Jay Cimino, whose hometown was Trinidad.

Lisa recalls a pivotal moment from her interview with Jay that changed her perspective on what this role could be:

"I am looking for somebody that knows how to wrap their arms around a town. And by the way, sell some cars."

The interview wasn't about sales targets or penetration rates or training philosophies. It was about finding someone who could serve a community. Lisa's husband immediately recognized the significance, telling her th£at this was the big job-not because of sales volume, but because of impact.

Jay's vision extended far beyond car sales. He bought and completely renovated his boyhood church, Our Lady of Mount Carmel, turning it into a community health and wellness center. He added medical clinics, behavioral health counseling, and wellness services that hadn't existed in the county before. Trinidad is filled with Jay's legacy of service, from the marketplace food hall to the beautiful Hilton Garden Inn, to commercial real estate that houses local businesses.

Kevin once asked Jay why he didn't simplify his life by selling the interconnected businesses and dividing the proceeds. Jay's answer was revealing. First, he didn't need the money. Second, he hoped his tombstone would never say he took the easy way. And third, he needed the organization as a vehicle to accomplish the things he wanted to do for his community.

As Kevin reflects on that conversation and what it means for the Trinidad operation:

"You're not here to sell cars, you're here to build health clinics... And renovate the town and renew things and lift things up... It's an organization of service."

Living the Mission

This philosophy fundamentally shaped how Lisa approaches her role. The dealership does so much more than facilitate vehicle purchases. It houses the Trinidad Community Foundation, a nonprofit that Jay helped establish to mentor small businesses. The foundation vets grants and works to empower, teach, and help the community with more than just financial assistance, they immerse themselves in helping people succeed.

Lisa teaches yoga in the park on Saturdays. The dealership hosts community events regularly. Every interaction is an opportunity to serve and connect. The car sales are important, but they're the vehicle for something larger.

The Journey Continues

As Kevin and Lisa reflect on their 30-year journey from Albuquerque to today, they both recognize that every experience was preparation. The wins, the losses, the lessons learned about what to do and what not to do, all of it was building toward this moment and this mission.

For Lisa, the realization has been profound. She spent years thinking the big job in the car business meant high-volume stores and million-dollar months. But she discovered that the big job is actually serving a community. She found that in honoring Jay Cimino's legacy, she was also fulfilling a dream she didn't even know she had.

Now, with characteristic ambition, Kevin has set an even bolder goal: 50 percent market penetration. If half the people in the market area choose Toyota when they buy a new car, everyone else can compete for the second half.

Time to double it again.

A Model for Business

Phil Long Toyota of Trinidad stands as a testament to what's possible when business success and community service align. It proves that the greatest achievements don't come from focusing solely on the bottom line, but from genuinely caring about the people and place you serve.

The store isn't just in Trinidad, it is Trinidad. And in that identity lies both the secret to its success and a blueprint for what business can be when it's done right.

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At Phil Long Toyota in Trinidad, we work with:

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Every approval is structured differently based on your profile.

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  1. Phil Long Toyota - Trinidad

    105 E Cedar St
    Trinidad, CO 81082

    • Sales: (855)-427-7806
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