4th Quarter 2009 Brand News - Valero

Valero, the All-American Gasoline- All Across America!
Distributor Spotlight
TBS Petroleum, LLC
Valero Celebrates 30 Years of
Excellence
In addition to celebrating the start
of a new decade, Valero will celebrate
30 years of excellence as it
commemorates its founding as a
natural gas transportation company
back in January 1980.
Inside this issue:
TNS: “No More DBU Charges”. . . 2
New Distributors/Dealers
Gilbarco Offering. . . . . . . . . 3
Valero Promotions Plus: . . . . 4
1st Quarter 2010 Brand Promotion
Valero Joins NACS Swipe Fee
Petition Drive Campaign . . . 5
Brand Support . . . . . . . . . . . 6
Valero Alamo Bowl - “ESPN’s Most-
Watched Game”
Distributor Spotlight. . . . . . 7
“Getting To Know Us”. . . . . 8
Wholesale Capital Projects Team
Conventions & Trade Shows 9
EOL Dates: VeriFone Ruby and
Gilbarco G-Sites
Spotlight On Valero . . . . . . . 10
Ardmore Refinery Helps Make
Pavement History
All-American Spotlight . . . . . 11
Valero Retail Employee Saves a Life
Since then, the company has seen
innumerable changes as Valero
transitioned from its original businesses
to become one of North America’s largest independent refining and marketing
companies. But the company’s culture of being a good corporate citizen and
sharing its success with the communities where it does business has remained constant.
“Valero was and continues to be a place of hard-working, committed and dedicated
employees who believe in individual respect, personal and company success, and
giving back to the community,” said Valero Chairman and CEO Bill Klesse. “At
each location where we have operations, everyone has the chance to reflect on our
company’s life and all of the success that has been built through the years. What
makes this company successful is our ability to embrace change and be flexible.”
Along the way, Valero amassed a network of 5,800 company-owned and branded
outlets, making Valero one of the fastest-growing fuel brands in the country. It
has also branched out into the production of renewable fuels, setting up a subsidiary
to own and operate ethanol plants in the Midwest as well as a 50-megawatt
wind farm at its McKee refinery near Dumas, Texas.
Throughout its three decades in business, Valero has won many national awards
for corporate philanthropy and volunteerism, in addition to leading the nation in
the number of OSHA safety certifications. It has long been known as a leading
contributor to United Way campaigns and other charitable efforts in the communities
where it does business. It is the title sponsor of the Valero Alamo Bowl college
football game and the PGA TOUR’s Valero Texas Open, which raised $8 million for
children’s charities across North America in 2009.
Now, as the company enters its fourth decade, it looks to the future to build on its
record of excellence and prosperity.
“Bill Greehey, the company’s founding chairman and CEO, and all the former employees
of the company have our thanks,” Klesse said. “We continue to build partnerships
with all of our stakeholders, from our employees to our suppliers, customers
and all of our communities where we live and work. We are a leader in our industry
because of the expertise and excellence our employees bring to Valero. Our
commitment to excellence will proudly continue another 30 years.”

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
TNS Announces “No More Dial Back-up
Charges on Fusion Point Express”
PAGE 2
We are pleased to announce that dial back-up on the TNS Fusion Point Express (FPX) service is FREE of
charge– an added bonus to an already great solution at no additional cost or changes to your distributor contract.
Enjoy the benefits of advanced communication technologies with our easy-to-install, plug-and-play solution without
the worry of dial back-up overages.
To ensure that dial back-up is maintained at an acceptable level, TNS requests Valero marketers’ assistance in
monitoring their broadband connection by following the guidelines below:
In the event that your system goes onto dial back-up, do not power cycle the Fusion Point Express device.
If your system goes onto dial back-up for longer than thirty minutes, please contact your broadband service
provider to determine if there is a fault.
If there is no fault with the broadband service, please contact/advise the Valero Help Desk at 1-866-
4VALERO (1-866-482-5376).
Also, please advise the Valero Help Desk immediately if you lose the ability to send transactions for authorization,
or if you have any questions concerning this process.
New Distributors/Dealers:
4th Quarter 2009
Please join us in welcoming the following distributors to the Valero
brand family! We are truly excited to have them on board and are
looking forward to providing you with updates on their success.
Congratulations!
Hill City Oil Company—Houma, LA
Victory Petroleum—Miami, FL
DFW Distributor Petroleum, Inc.—Dallas, TX
Fleet Card Fuels—Ontario, CA

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
Gilbarco Passport Offer -
1st Quarter Installation Rebate
PAGE 3
We recently announced that Valero has teamed up with Gilbarco Veeder-Root to bring you exclusive Valero savings
on the Gilbarco Passport ® POS systems. In addition to the price savings, an installation rebate was offered
to marketers upgraded by January 29, 2010. We are happy to announce that the rebate deadline has been extended
to include the 1st quarter of 2010. When you upgrade your POS to Passport by March 31, 2010,
Valero will give you a $750 installation rebate. Passport is First Data and Valero certified and is an easy
path to PCI compliance from your G-SITE ® .
Valero Passport Program
To qualify for the $750 installation
rebate, you must:
Place your orders through an
authorized Gilbarco distributor
The Passport system must be
installed and commissioned by
a Gilbarco authorized service
contractor before March 31, 2010
New sites and existing sites with
Gilbarco G-SITE or VeriFone POS
systems are eligible
Valero will credit your account
$750.00 per Passport system (one
per site) within 45 days of the Passport
installation
BDP Rebates
Enjoy a 50% rebate with available
BDP dollars
In addition, Gilbarco provides a comprehensive
site solution to simplify
your upgrade process. You can find
additional information about Gilbarco’s
PCI solutions on the Valero
Wholesale Portal at
www.valero.com.
We hope that you will take full advantage
of this great rebate. If you
have any questions, please contact
your Territory Sales Manager.

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
PAGE 4
Valero Promotions Plus (VP+)
1st Quarter 2010 Brand Promotion
Start the New Year off with fresh POP signage at your Valero
branded sites. Valero’s 1 st quarter brand promotion continues
our All-American Gasoline theme into 2010.
The new brand promotion is designed to remind your customers
that Valero is an American company. By purchasing gasoline
at your Valero branded locations, consumers are supporting
local economies all across the country.
Order the signage mix that meets your needs at Valero
Promotions Plus (VP+).
It’s easy:
Go to valero.com and select the Customer Portal in the Sign In
dropdown menu at the top of the page
Use your designated User ID and Password to log in to the Portal
On the Portal home page, select the VP+ quick link on the
upper right side
On the VP+ jump page, select the “Material ordering information…”
link to go to VP+
Select Promotions on the left side of the VP+ home page and
then the 1 st Quarter 2010 Promotion on the dropdown list
Enter a quantity and select Add Item to place your order for
each sign type and select View Cart to proceed to checkout
Limited quantities available. Order now while supplies last.
As always, Valero brand promotion materials
are eligible for 100% BDP reimbursement.
We ask for your assistance to ensure that all
marketing materials are promptly and properly
displayed for successful execution of this
Valero brand promotion.

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
PAGE 5
Valero Joins In On NACS Credit/Debit
Swipe Fee Petition Drive Campaign
Over the past decade, credit card “interchange fees” or
“swipe fees” have steadily increased and continue to do so
today. With credit card use at an all time high, these
fees are impacting the profits of retailers across the country.
These fees drive up the cost of goods and services
which affect not only the retail industry, but consumers
as well.
NACS, The Association for Convenience & Petroleum
Retailing, has taken a stand against rising interchange
fees by starting a petition campaign in support of Congressional
reform of credit/debit card swipe fees.
Through the collection of millions of consumer signatures,
NACS hopes to influence Congress to pass legislation
that would establish a standard for fairly negotiating
competitive interchange rates. The NACS petition drive
has already been successful in gathering millions of signatures
and is adding new drives daily.
Valero supports the
NACS initiative and
is organizing petition
drives to run at
our company-owned
retail outlets beginning
in January
2010 and we encourage
you to do the
same. NACS has
put together petition kits that are available to its retailer members.
We know that credit card interchange fees greatly affect you and your business
which is why we would like you to join us in getting the message out to
consumers by starting a petition drive at your location(s). With the combined
support of retailers and consumers, our voices will be heard and together we
can make a difference.
If you are interested in running a petition drive at your location(s), you can
sign up by e-mailing petition@nacsonline.com. The materials are available
free of charge to NACS members.
Sign up for your FREE petition kit by e-mailing
petition@nacsonline.com!

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
PAGE 6
Brand Support
Valero Alamo Bowl - ESPN’s Most-Watched Game
The national television broadcast of the 2010 Valero Alamo Bowl
between Michigan State and Texas Tech earned a 5.6 rating
making it the #1 most-watched college bowl game in ESPN
history. The rating translates into 5,553,630 households.
The Valero Alamo Bowl broadcast rating ranked #1 among all
ESPN bowls and will finish as the #7 highest rated game among
all bowls across all networks this season trailing only the five
BCS games and the Capital One Bowl.
“Our hats go off to the leadership and strength of character of the
coaches and players from Texas Tech and Michigan State,” said
Derrick Fox, President/CEO of the Valero Alamo Bowl. “These
two programs excelled for four hours on Saturday night and
provided the capacity crowd in the Alamodome and record number of viewers on ESPN a thoroughly competitive
and entertaining game. It’s gratifying that fans across the nation again tuned into the Valero Alamo Bowl and
delivered tremendous exposure for the City of San Antonio and our game sponsors.”
The Valero Alamo Bowl has now produced three of the Top 6 most-watched bowl games in ESPN history. The 2010
game holds the #1 spot with the 2006 Alamo Bowl (Texas vs. Iowa) as #2 all-time and the 2005 MasterCard Alamo
Bowl (Nebraska vs. Michigan) as #6.
The 2010 Valero Alamo Bowl, which featured Texas Tech’s 41-31 victory over Michigan State, was held Saturday,
January 2 at 8 p.m. CST. The game kicked off in front of 64,757 fans which ranks sixth all-time in Alamo Bowl
history.
Top Ten Valero Alamo Bowl Attendance
66,166 - Penn State vs. Texas A&M (12/29/07)
65,875 - #18 Texas vs. Iowa (12/30/06)
65,380 - #13 Penn State 24, #18 Texas A&M 0 (12/28/99)
65,265 - #22 Ohio State 33, Oklahoma State 7 (12/29/04)
65,232 - Iowa 19, Texas Tech 16 (12/29/01)
64,757 - Michigan State vs. Texas Tech (1/2/2010)
64,597 - #19 Texas A&M 22, #14 Michigan 20 (12/28/95)
62,016 - Nebraska 32, #20 Michigan 28 (12/28/05)
60,780 - Purdue 37, #4 Kansas State 34 (12/29/98)
60,028 - #8 Nebraska 66, #19 Northwestern 17 (12/30/00)

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
PAGE 7
Distributor Spotlight
TBS Petroleum, LLC - Redding, CA
TBS Petroleum, LLC is proud to serve the northern California
area with high quality branded and unbranded fuel. Based in
beautiful Shasta County, the company is centrally located to
provide exceptional service to their customers.
TBS Petroleum was founded in April of 1996 by Jim Seiler and
Robert Wotherspoon. Later that year, Tony Ackernecht joined the
company bringing years of valuable petroleum marketing and
management experience to the newly formed company. He became
the managing member of the company with a vision for strategic
long term growth. The partners set out to achieve these goals
through honesty, integrity and exceptional customer service.
What started out as a small petroleum wholesaler with a staff of 4
employees has since evolved into a company with 40 employees
handling interests in all aspects of the petroleum industry.
TBS Petroleum Owners
(Above) Tony Ackernecht (Below) Jim Seiler
In 2005, TBS Petroleum became a Valero distributor branding
locations in Valero’s distinctive teal and gold image. Through
active marketing, TBS now supplies 10 locations flying Valero’s
family of brands. In addition, TBS services 30 branded contract
dealers and supplies fuel to various unbranded stations
throughout the northern California marketing area.
TBS also owns three company-operated fueling facilities located
along Interstate 5 in Shasta and Tehama counties. Each location
includes a 2,500 square foot store, with additional features such as
PDQ Touchless Car Wash Systems and a fast-food Subway
Restaurant.
The company is grateful for the support of its customers and
expresses it through participation in local fundraisers and charity events in the communities they serve. They are
proud sponso r s o f the
S i m p s o n U n i v e r s i t y
S o f t b a l l T e a m , t h e
California Highway Patrol
a n d T o y s f o r T o t s , i n
addition to various local
school events.
Hilltop Valero site located at 722 E Cypress Avenue in Redding, CA
As the petroleum wholesale
and service station
environment continues to
change, TBS will continue
to meet these challenges
without sacrificing the high
quality of service and
commitment that has been
instrumental to their
growth.

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
PAGE 8
Getting To Know Us
Valero’s Wholesale Capital Projects Team
Valero’s Wholesale Capital Projects Team (WCP) is
highlighted in this edition of Getting to Know Us. WCP’s
primary role is imaging of new to Valero sites. Along with
imaging, WCP is also responsible for the ordering and
tracking of material used for imaging, Network
Connectivity, Rack Carrier Insurance and Delivered
Business fuel orders.
Members of WCP work to develop and maintain a
conversion program that is recognized as the best and
most efficient in its peer group. We work closely with
Territory and Regional Sales Managers to convert sites
quickly and efficiently. The team also develops value
added programs to support Distributors and promote the
Valero brand. WCP team members manage relationships
with Wholesale’s material suppliers ensuring that
material designs are in accordance with image
specification, that supply is available and competitively
priced and that timely delivery supports WCP’s 45-day
reimaging turnaround. Along with purchasing, we
manage inventory control, movement tracking, supplier
performance and accounting related functions.
Standing (L-R): Gary Utz, Kim Gabriel, Doug Ford, Dan
Hurry, Rene Munoz Seated (L-R): Shelly Neu, Jenni
Koepp, Jennifer Vargas and Jean Scharff.
In addition to imaging, WCP handles ordering and installation of Network Connectivity for our distributors. We
offer our branded distributors some of the latest innovations in satellite and broadband communications technology
at very competitive rates. All Valero branded sites are required to install one of our authorized network
connectivity systems. Although these systems and related cost savings are available for Shamrock and Beacon
branded marketers, they are not required.
The team also handles Delivered Business and Rack Carrier Insurance. The Delivered Business functions consist
of Valero providing fuel delivery to Valero customers with on-site pumps that do not have their own trucks for
hauling fuel. Insurance is dedicated to Rack Carrier’s loading at Valero owned terminals, maintaining and
updating their account insurance dates and creating new carrier accounts as requested from Valero customers.
Senior Manager, Dan Hurry, and his team are ready to assist distributors with any of the functions mentioned
above. Team members can be reached at the phone numbers and e-mail addresses listed below.
WCP Area Phone Email
Dan Hurry Senior Manager 210-345-4071 Dan.Hurry@valero.com
Doug Ford Project Manager 210-345-3861 Douglas.Ford@valero.com
Kim Gabriel Supply Chain 210-345-4383 Kim.Gabriel@valero.com
Jenni Koepp Network Connectivity/Insurance 210-345-3504 Jenni.Koepp@valero.com
Rene Munoz Supply Chain/Delivered Business 210-345-4830 Rene.Munoz@valero.com
Shelly Neu Project Manager 210-345-4596 Shelly.Neu@valero.com
Jean Scharff Delivered Business/Insurance 210-345-2833 Moonjean.Scharff@valero.com
Gary Utz Project Manager 210-345-4809 Gary.Utz@valero.com
Jennifer Vargas Project Manager 210-345-5775 Jennifer.Vargas@valero.com

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
PAGE 9
Convention & Trade Shows—In Focus
Conventions & Trade Show Events
Association / Event Date Location
SIGMA – Society of Independent Gasoline Marketers of America Conference Jan 17-20 Vail, CO
LOMCSA – Louisiana Oil Marketers & C-Store Association Expo Feb 2-4 Biloxi, MS
WPMA – Western Petroleum Marketers Association Convention/Expo Feb 16-18 Las Vegas, NV
PACE – Petroleum & C-Store Expo of Mid-America Convention/Expo Feb 19-20 Branson, MO
SPFME – Southeast Petroleum & Food Marketing Convention/Expo Mar 3-4 Myrtle Beach, SC
NPCA – Nebraska Petro Marketers & C-Store Assoc Convention/Trade Show Mar 16-17 La Vista, NE
TOMA – Tennessee Oil Marketers Association Spring Conference/Meeting TBA Nashville, TN
MPAMACS – Michigan Petro Marketers/Assoc of C-Stores Convention Mar 23-25 Grand Rapids, MI
EOL Dates for Gilbarco G-Site and VeriFone
Ruby EPOS Systems
Effective June 1, 2008, Valero
extended the EOL (end-of-life) dates
for the Gilbarco G-Site and VeriFone
Ruby (stand-alone) EPOS systems to
July 1, 2010. This date more closely
aligns with the new TDES security
enhancements that will be required
by VISA.
For your convenience, we have posted
a copy of VISA’s summary document
which briefly explains the Triple
Data Encryption Standard (TDES)
requirements on the Wholesale Web
Portal at www.valero.com. For more
i n f o r m a t i o n a b o u t s e c u r i t y
requirements, please visit VISA’s
website at www.visa.com/pin.
EPOS Systems
EOL
Dates
PCI Compliant
Software
Date
Available
Gilbarco G-Site 7/01/2010 N/A N/A
Gilbarco Passport N/A 8.02 Q1 2010
VeriFone Ruby (standalone)
7/01/2010 N/A N/A
VeriFone Ruby w/V950 7/01/2010 N/A N/A
VeriFone Ruby w/Sapphire N/A 5.xx Current
VeriFone Topaz N/A 5.xx Current
VeriFone Omni 3750 7/01/2010 N/A N/A
VeriFone Omni VX570 N/A 5.xx Q2 2010

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
PAGE 10
Spotlight On Valero
Valero Ardmore Refinery Helps Make Pavement History
Dallas Cowboys fan or not, it's hard not to marvel
at the NFL team's new mammoth stadium in
north Texas –longest and steepest retractable
roof ever constructed; largest operable glass
door in the world and two 180-foot HD video
screens.
But the Valero Ardmore Refinery is more proud
of what's outside the 80,000-seat facility - warm
mix asphalt containing binder material from the
refinery. Lot 4 of the new stadium is being
praised for its use of a more environmentally
friendly "warm mix" asphalt technology instead
of a traditional "hot mix" process, and for using
recycled asphalt pavement and recycled asphalt
shingles in order to reduce the overall environmental
impact. The refinery was credited in the
cover story featured in the Fall 2009 edition of Texas Asphalt magazine.
"We are proud of what we accomplish at the refinery on a
daily basis," said Vice President and Plant Manager Allen
Dubea, "but the fact that a product we worked on is now
part of the new Cowboys Stadium makes us feel like we're
part of the team." The refinery, which employs 290 people
full-time, supplied the stadium with important asphalt binding
cement for the paving of its parking lot.
With its "greener" paving technology, the new stadium is
attempting to become the first of its kind to gain recognition
in the Environmental Protection Agency's National Environm
e n t a l P e r f o r m a n c e T r a c k P r o g r a m .
To read more about the Cowboys Stadium paving project
logon to www.txhotmix.org.

VALERO, THE ALL -AMERI CAN GASOLI NE - ALL ACROSS AMERICA!
PAGE 11
All-American Spotlight
Valero Retail Employee Saves a Life!
After his work shift at Valero Corner Store #0666
(Castle Rock, CO), Jeff Smith set out to visit his grandmother
on the evening of October 1. What started out
as a typical commute quickly ended in an extraordinary
turn of events. Jeff witnessed a major automobile accident
involving a family. They had attended a wedding
and were en route home when their car was suddenly
broadsided by a pick-up truck. The impact of the collision
left their daughter Kelly, age 12, struggling to
breathe.
Jeff swiftly ran to the car to render aid and called out
for someone to phone 911. When Jeff saw their daughter
in distress and unable to reply to her mother's plea
to "say something," he responded without hesitation.
Jeff pulled Kelly from the van and immediately began
administering CPR until emergency personnel arrived
on the scene. Kelly's father was extremely grateful for
Jeff's bravery and said, "According to the doctors at Sky
Ridge Medical Center, it was Jeff's quick thinking that
saved our daughter's life." He added, "I have never in
my life seen someone act so calmly in the face of tragedy.
On behalf of my family, we thank Jeff for his heroic
actions. He is truly a hero to my family. And I
thank Valero for employing such an outstanding, caring, compassionate human being."
In August 2009, Jeff joined the Valero family as a part-time Customer Service Representative. Jeff learned CPR in
an advanced health course offered during high school. "That's what they taught us, to stay calm when faced with
an emergency, and that's what I did," he said. When asked about how he felt knowing he had saved a life, he humbly
replied, "I just did the right thing."
Jeff Smith is a shining example of the Valero caring spirit and is an inspiration to others on the importance of giving
back to those in need. We commend Jeff for his outstanding service.
CONTACT US:
For editorial contributions or comments, please contact:
Carolyn J. Allen
Senior Manager, Wholesale Brands
Valero Marketing & Supply
One Valero Way
San Antonio, TX 78249
Phone: 210-345-5819
E-mail: carolyn.allen@valero.com
Valero Energy Corporation, based in San Antonio, with approximately 22,000 employees
and annual revenues of $119 billion ranks No. 10 on the Fortune 500 list of
America’s largest corporations. The company owns and operates 16 refineriesthroughout
the United States, Canada and the Caribbean with a combined throughput
capacity of approximately three million barrels per day, making it the largest refiner in
North America. Valero is also a leading ethanol producer with 7 ethanol plants in the
Midwest at a combined capacity of 670 million gallons per year, and is one of the
nation’s largest retail operators with approximately 5,800 retail and branded wholesale
outlets in the United States, Canada and the Caribbean under various brand
names including Valero, Diamond Shamrock, Shamrock, Ultramar, and Beacon.