Along California’s Highway 101, a Tribal small business supported by the New Markets Tax Credit is distinguishing itself beyond just economic development and job growth.
Since opening about two years ago, the Elk Valley Tribal Fuel Mart in Crescent City, operated by the Elk Valley Rancheria, has received hundreds of five-star Google reviews from satisfied customers. They rave about its lower gas prices, fresh-baked goods, and scenic views of a nearby herd of elk.
One traveler even claims it’s the best convenience store on the continent.
“Ultra-modern pumps and perhaps the lowest gas prices in Northern California. Seriously, for many reasons, this is probably the best gas station on the entire North American continent,” the Google reviewer recently posted. “The staff are pleasant and the store sells delicious homemade cake and confectionery…coffee cake and banana bread without non-food chemicals, almost unheard of in gas station stores.”
Other customers have praised the “super helpful and courteous” employees, the “cleanest bathrooms I’ve ever seen in my life,” and the “great selection of products, including from local area businesses and craftspeople.”
“We’ve traveled to all 48 continental states, and this is the nicest gas station we’ve seen!” another reviewer said.
In 2024, Travois New Markets allocated New Markets Tax Credits to support the project, generating $1.7 million in equity that provided affordable financing for increased grocery offerings and expanded services.
Since then, the fuel mart has continued to grow and expand its business footprint.
To learn more about what’s driving the Fuel Mart’s success, we reached out to Elk Valley Rancheria CEO Crista Stewart for a Q&A.
What makes the business so successful? In reviews, we noticed many people mention the employees, clean restrooms, baked goods, and affordable gas.
Affordable fuel often brings customers through the door, but it’s our employees and management team who create the clean, welcoming environment that keeps people coming back — whether they’re stopping for a cup of morning coffee, a fresh sandwich, or a cold beverage.
Our healthy, locally made food offerings are a special treat for both residents and travelers, and our Roosevelt elk herd never fails to delight guests.
Together, those elements create an experience that feels both convenient and memorable.
What can you share about the fuel mart’s success from a revenue standpoint?
The fuel mart has exceeded expectations in both fuel sales and convenience-store performance. On several occasions, demand has required multiple fuel deliveries in a single day, and our hot food items sell out so quickly that we recently added a second oven to keep up.
Local bakery partners have also seen increased demand because of us, and we frequently sell out of Native American handcrafted jewelry.
It’s been rewarding to see the operation succeed while supporting local businesses and artisans.
How else is the fuel mart benefiting the local economy and community members?
We have created numerous direct jobs through the fuel mart and have contributed to further economic growth within the Tribal and surrounding community.
We continue to work with First American Petroleum, a Native American–owned fuel vendor and remain committed to expanding access to healthy options.
We are currently pursuing SNAP authorization and ensuring we meet all requirements for dairy, meat, fruit, and vegetable offerings. We truly believe we maintain one of the healthiest inventories available in a fuel-mart setting.
Your fuel mart is receiving lots of love online. What do you think sets it apart from others?
Competitive gas prices, a beautiful coastal location, and a wide variety of fresh food and beverage options all play a role. Add in the chance to see our Roosevelt elk herd, and it becomes more than just a fuel stop—it’s an experience that visitors remember and want to share.