Rob Hildebrand, left, and Brian Savas reunite at Sound City’s 50th anniversary celebration in North Battleford on Saturday, June 14, 2025. The longtime business partners co-owned the store for more than four decades. (Kenneth Cheung/battlefordsNOW)

By Kenneth Cheung

LOCAL LEGACY

‘We lasted over 40 years together’: Former owners return to celebrate Sound City’s 50th anniversary

Jun 14, 2025 | 5:00 PM

On Saturday afternoon in North Battleford, two familiar faces stepped back into a store they helped build from the ground up.

Rob Hildebrand and Brian Savas aren’t behind the counter anymore, but for more than four decades, they were the heart and soul of Sound City.

“We lasted over 40 years together…saw a lot of repeat customers. It was a good run,” said Savas, who retired two years ago.

The longtime partners gathered alongside current staff and customers to celebrate Sound City’s 50th anniversary on June 14, with a community block party on 100th Street—marking decades of service, stereo systems, and small-town loyalty.

“This store was originally out in the Frontier Mall,” said Hildebrand. “It opened in April 1975, and I started with Sound City in July of 1978.”

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He and Savas bought the store in 1983 from owners based in Saskatoon. In the years that followed, they relocated twice—first, building their own space downtown in 1986 where Freedom Skate and Snowboard is now located, then moving to their current 100th Street location in 2002.

Over the years, the duo built a reputation for honesty, service and a passion for electronics. They hosted “car sound off” competitions in the 1980s, drawing in enthusiasts from all over the province.

“Some of the more exciting times… years ago,” said Hildebrand. “The young generation would buy car stereos… and then we’d have a competition for sound quality and the sound pressure level, which is measured in decibels…and the loudest car would win trophies and whatnot. ”

Savas added, “We even had snow one day in August, yeah, yeah. Frozen to death there.”

Getting started wasn’t easy. As two young men with a dream and empty pockets, Savas recalled how a local supporter stepped in when the banks turned them away.

“The bank didn’t want to give us a loan at first… but this guy… basically told the bank, ‘Give these guys a loan.’ That’s how it worked out,” he said.

Together, they built not only a successful store but also a culture that customers trusted.

“If we didn’t like it, we wouldn’t sell it,” said Savas. “It had to be good stuff.”

Even now, years after retiring, people still remember.

“People would come in with their kids, ‘Hey, you know that this guy sold me my stereo back in the 80s.’ You’re buying it from him, you know?” Savas said. “They trusted us.”

Jim LaFreniere, owner of beePlus Workplace Solutions and current owner of Sound City in North Battleford. (Kenneth Cheung/battlefordsNOW)

Today, the business is in new hands, but the heart of it remains the same.

“Sound City has a great culture. It’s got a loyal following of excellent customers, and the guys here work really hard to go the extra mile for the customer,” said current owner Jim LaFreniere.

LaFreniere took over four years ago to complement his original venture, beePlus Workplace Solutions, a business and office service company based in North Battleford.

“This [Sound City] is a great business that’s been established since 1975 and complements the retail business in our community,” he said.

He credited the store’s staying power to the team and its unwavering customer-first mindset.

“They’ve never deviated since the beginning with making sure the customer is satisfied and taken care of. And I think it really resonates with the people in our community.”

The store today is a SaskTel-authorized dealer, selling phones, internet, televisions, and audio equipment. But the shelves hold more than just electronics. LaFreniere says he’s often surprised by what the team brings in.

“I never dreamed we would sell megaphones, but they’re kind of a fun item,” he laughed. “We just recently brought in the Ninja line of products… the CREAMi, which is a really popular one here this summer.”

A live band takes the stage during the block party on Saturday. (Kenneth Cheung/battlefordsNOW)

Beyond the business model, LaFreniere said his roots in the community run deep.

“I was born here and raised here. I’ve always felt that the Battlefords is a unique and special place to raise my family,” he noted. “It’s been important for me personally to give back to the community.”

That includes supporting local initiatives like the food bank, Boys and Girls Club, and youth sports—something he believes any aspiring entrepreneur in the city should embrace.

“I think there’s opportunity here… there’s a lot of support out there,” he said. “You just have to look for them, there’s a good network of business owners here that have been established for a number of years, and I think it’d be wise to consider doing business in North Battleford.”

For LaFreniere, Sound City’s 50th anniversary isn’t just a celebration of time—it’s a tribute to the people who built it and kept it going.

“It means a lot, especially having the previous owner come and support the event as well,” he said.

“It’s really special to me that Rob Hildebrand and Brian Savas and Dave Taylor…some of the senior people that used to work here, are all here to support it…it really goes to show how special it is to them.”

As for Savas, the store—and the city—will always hold a place in his heart.

“They took me in in 1979. I moved from Ontario… and it was only a phone call to come here to work for Sound City,” he said. “And obviously, I’m still here for a reason. I love it.”

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Kenneth.Cheung@pattisonmedia.com