The unthinkable, unimaginable, and unprecedented obstacles overcome in the journey to build the future automall that is Courtesy Auto Center

It has been six years since Jerry and Diane Pajouh graced the pages of Upgraded Living magazine. The sole purpose of their initial presence was by way of introducing themselves to the community of Chico and its surrounding area. The debut, of course, included the couple’s ownership of Courtesy Automotive Center and moving their family from Fresno, where Jerry spent over three decades in the automotive industry and owner of BMW Fresno. The couple remain acutely aware of the people they serve. Jerry put it this way, “We are all people, and people have limits.” Earning the loyalty and commitment to buy a vehicle and then become a return client is paramount to them. Jerry points out, “This is accomplished one customer at a time, and each one can be lost just as easily.” He goes on to compare the faith and trust earned stems from the same reasons people return time and again to their doctor or dentist. It did not take long for Jerry and Diane to understand how remarkable this Northstate community truly is.

Six years later, Jerry and Diane are once again appearing in Upgraded Living to introduce Courtesy Automotive Center’s venture into the future. The entire endeavor was born before the couple actually made the move to Chico. They understood the limitations at the 40+ year old site on Cohasset Road. Those limitations taught them about the amazing customer base they inherited. Jerry simply marvels over how these loyal patrons return time and again, putting up with the cramped quarters and the difficulty in parking and getting in and out of the lots. To point out the surrounding community is remarkable is surely an understatement.

In actuality, six years ago, upon arriving in Chico, Jerry and Diane discovered the future and permanent site of their automotive center. With seven different

and distinct vehicle brands, the future spot must include enough room for each. First and foremost, the entire makeup must have the customer’s needs in mind at each and every turn. It must also possess both the necessary exposure and ease of accessibility these loyal folks deserve. Jerry muses, “When we first came up six years ago, the developer showed us the property and said it should wrap up pretty fast and be completed soon pretty easily.” No one could have predicted or believed the roadblocks that lay ahead in Jerry and Diane's path. The trio of trials and tribulations included the unthinkable, the unimaginable, and the unprecedented.

The Unthinkable

Upon acquisition of the site’s property, Jerry and Diane knew, in advance, the move was imminent. Similar to what they went through in Fresno, the same decisions made the Chico move, for the same reasons, including size, market, and inventory. As noted, the original business plan was all about the customer. The emphasis was the clear understanding, “We believe they need more.” They also knew it takes patience to be a part of this site. The plot of land north of Chico where the 99 freeway ends at Garner Lane was county property. And so the process

began, containing the careful crossing of “T’s” and dotting “I’s,” with among other things, the serious consideration of each criteria, notable standards, and endless permits. As soon as progress began moving forward with paperwork, the entire city of Oroville was evacuated.

It occurred in February of 2017 when the Dam’s main and emergency spillways were damaged, prompting the evacuation of 180,000 people living downstream along the Feather River due to a possible breach of the majestic Oroville Dam. Needless to say, the enormous undertaking of not just emptying the entire population in the danger’s way, but also the disruption of time in the wake of this massive undertaking. For Jerry and Diane, slowing things down proved merely an unfortunate obstacle. However, they would soon discover it slowed down their progress just enough to find them in the face of additional hurdles. It started one day before the County’s confirmation of the completed paperwork. The City of Chico, seizing an opportunity, annexed the property of their new site. The annexation came one day before the County was to mark confirmation of their paperwork. Suddenly, new and different criteria, standards, and permits surfaced. Once again, Jerry and Diane carefully crossed every “T” and dotted each “I.” The City did acknowledge an understanding that they had clearly satisfied the County’s requirements and deferred some of the couple’s work. Jerry and Diane submitted the first draft to the City in September of 2018. Indeed, two months later, the unimaginable happened. The Pajouh family woke in Paradise that morning of November 8th, got out safely, and returned to a house still standing. The rest of their neighborhood did not share the same fate. After four months and ten days in a hotel, it was not surprising to expect that their file was put on hold. The city’s priorities were firmly in the right place, and Jerry and Diane clearly understood. Simply trying to gain an understanding of the breadth of damage was enough. To lose an entire town is not an event that will be taken care of in any sort of timely fashion. The City of Chico came back around right before the calendar was going to turn to 2019 with the news they were almost there in regard to the completion of required paperwork. As if back-to-back evacuations is enough for anyone to take under consideration, one more roadblock travelled across each state boundary with the speed of the Camp Fire. It took 100 years to resurface and this pandemic did so with a vengeance.

The Unprecedented

Of course COVID 19 shut everything down, including the City of Chico’s offices. For Jerry and Diane, there was no time for a pity party as all of their focus immediately turned to their employees and customers. They heeded all of the CDC mandates and held firmly to the safety of each worker. Interesting to note that in this paralyzing experience, Courtesy Automotive Center actually added employees. This became evident in order to fulfill each of their customer’s needs at a time when they were not