When the announcement was heard last Thursday afternoon asking on-site staff members to come to the showroom at Barber Ford in Ventura, some knew the reason and others started guessing. So as the steady stream of people poured in — including a mix of white shirts (service employees), blue shirts (sales) and those sporting ties or wearing dressy outfits (executives and guests of honor) — many individuals seemed curious, while others were already smiling.

Everyone saw tables lined with covered food trays, so they knew catered lunch was part of the agenda. But the large sheet cake with stars drawn in icing wasn't yet brought out — that would have to wait until later. First, a few speakers gathered at the event's podium.

Jeffrey Gorrall, Parts & Service Operations Manager for Ford Motor Company's Customer Service Division/L.A. Region, in town for the occasion, started things off by commending the dealership for its numerous honors to date.

He noted that Barber Ford was the proud recipient of the 1994 Chairman's Award, as well as the 1987 North American Chairman's Award of Excellence. Then Gorrall reminded the audience that Barber Ford had earned the prestigious President's Award in 1999 through 2002 as well as 2004 through 2006. "Congratulations on winning it again for 2007," he said with a big smile, hoisting the impressive gold-embossed plaque for all to see.

Various criteria for winning the trophy was then briefly explained — including high scores for customer satisfaction, sales satisfaction, recommending the dealership for service, even a "fixed it right the first time" category.

"If memory serves correctly, I think 2003 was the year you weren't here," Gorrall said to sales manager Jean Daly, referring to the one time in a long time that Barber Ford didn't earn the familiar kudos. She nodded in affirmation.

Daly then stepped forward and immediately asked those gathered to give themselves a round of applause. "Most people would rather go to the dentist than go buy a car. It's true. So we should be very proud of our sales efforts," she said. "I also want to say thank you' to our advisors and technicians who do so much to get us to this day." Jerusalem Barnett, Zone Manager, Ford Customer Service Division/California market, likewise expressed admiration for Barber Ford's consecutive captures of the President's Award. "Achieving this honor takes teamwork and leadership," she said. "Winning so many times across decades is a tremendous achievement."

"It's not easy to accomplish. You have to achieve market share as well — penetrate the market," Gorrall said. "The President's Award goes to the top 5 percent of dealerships in the nation."

According to Barber Ford's owner, Barbara Meister, "it's very difficult. But my late husband (Larry), that was his goal to get it every year."

"I know we'll prosper in years ahead," she continued. "This is a fitting tribute to Larry (who passed away in June 2005) whose vision, determination and hard work brought us to this day." Meister's two great-grandchildren were seated at a nearby table with their parents. "I have two families — some which joined me here today; and my Barber family," Meister said. "Each and every one of you is appreciated. Thank you so much for your loyalty and dedication."

And with those words, the congratulatory cake was brought out.

"We want to reiterate that Barber Ford is still owned by the Meister family and it's still the same store, offering the same good care and leadership," Daly said. She added, "We're on track today to win next year's President's Award."

Back in 1968, the dealership had about 20 employees; now there are about 85. Receptionist Norma Millikin recalled quite a few current workers initially were hired when they were in high school. Presently, Barber Ford is part of the Barber Automotive Group (also Barber VW, Subaru, RV) which has almost 200 staff members overall.

Barber Ford is located at 3440 E. Main St. in Ventura, across from Pacific View mall. For more information, call 642-6701.