CADA philanthropy laureate uses marketing dollars to benefit community and his B.C. dealership

Peter Heppner learned early in his career that giving back to the community pays dividends. But the lesson was never driven home more dramatically than at his store in Langley, B.C.

Heppner moved his family to the suburb after he and then-business partner Robert Wolf purchased Preston Chevrolet-Buick-GMC-Cadillac in 2006.

After the purchase, Heppner, the dealership’s president, spent the first three months touring the area, asking people whether they knew where the Preston dealership was located.

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“Everyone knew it,” he said, partly for the dealership's founder, George Preston's many philanthropic and political activities.

He was “a larger-than-life figure” who gave back to the community in “countless ways,” Heppner said. Preston was mayor of Langley Township from 1972 to 1977, and the local arena bears his name.

“These are big shoes to fill,” Heppner said, but he did manage to fill them and was named the 2024 Canadian Automobile Dealers Association’s Ambassador Laureate for his many years of philanthropy.

“Peter’s devotion to his community is amazing,” wrote CADA Laureate judge Kirk Kristofferson, an assistant marketing professor at the Ivey Business School at Western University in London, Ont. “Peter has ... helped as many organizations, committees and causes as possible and doing so at all levels.”

DO GOOD, DO WELL

Heppner’s tradition of philanthropy reaches back to his days in Edmonton, where he ran Edmonton Motors with business partner Wolf.

“Bob and I were involved with many charitable causes,” Heppner said.

He also learned that such support is good.

“It not only feels good, it also pays dividends. There’s a great number of people in the community who support businesses that give back.”

The same phenomenon was clear in the Langley area. “There’s a real culture of giving in B.C., especially in the Fraser Valley,” where Langley is located, he said.

Heppner received permission from Preston’s widow to keep the dealership name after pledging to “do the name proud.” But the challenge was finding the money to fulfill the promise. Heppner and Wolf had paid market value for the dealership, and there was little extra money for philanthropy in the early years.

“We hadn’t made any money — how do you give it away?” Heppner said.

His solution was to use the dealership’s marketing dollars in a way that would benefit both the dealership and the community.

Preston Chevrolet-Buick-GMC-Cadillac supported its own youth soccer league, which had 1,800 players. The dealership donated a car that was raffled off, with the proceeds allowing players to pay no fees for two years. The dealership also joined with other members of the New Car Dealers Association of B.C. to support the British Columbia Hockey League, sponsoring 16 teams.

The association name is “on every jersey in the province,” said Heppner, who has a “particular passion” for team sports.

Today, Preston Chevrolet-Buick-GMC-Cadillac supports dozens of organizations and causes, from hockey, basketball, golf and soccer, to school programs and service clubs such as Big Brothers and Big Sisters.

A TEAM PLAYER FOR TEAM SPORTS

One of the most notable beneficiaries is the Vancouver Bandits baseball team as the dealership’s support of the Community Champion program allowed hundreds of at-risk youths to attend Bandits games. That support also enabled head coach Kyle Julius to provide free coaching and player development at 81 schools.

“Peter has really created something special with Preston Chevrolet,” said Bandits President Dylan Kular.

“He is a phenomenal community partner of ours.”

Kular cited the dealership’s donation of tickets to families who otherwise would not be able to afford to attend Bandits games.

Years ago, Heppner sold his Alberta interests to Wolf and bought out Wolf’s interest in Preston Chevrolet-Buick-GMC-Cadillac. The family-owned business is shared with his son Leigh, who has embraced the value of giving back to the community.

“It’s fun,” Peter Heppner said. “And if you’re not having any fun, then you’re not making money.”