Sioux Valley gas station adopts Gen7 brand

Sioux Valley Dakota Nation is investing more than $2 million in transforming its former Petro-Canada gas station into a Gen7-branded destination.

The rebranding is expected to expand services with the addition of a gaming centre and Chester’s Chicken franchise.

The transition of Dakota Valley Gas Mart to the Gen7 brand is part of Sioux Valley’s broader economic development strategy, which aims to strengthen existing businesses, attract more customers and generate long-term revenue, Chief Jennifer Bone said.

“The gaming centre and chicken franchise are expected to open in January 2027,” she told the Sun Thursday afternoon. “The nation is also reviewing staffing, security and customer service at the gas station while working to improve its overall business performance.”

Bone said the location attracts considerable traffic, including truck drivers who stop overnight, making expanded services an opportunity to draw more customers.

“The nation is considering a sovereign tobacco strategy for the location as part of its business development plans,” she said.

The improvements are expected to significantly increase employment at the site.

The gas station currently employs approximately 15 to 16 people through a combination of full-time, part-time and casual positions, Sioux Valley economic development chief executive officer Emeka Egeson said.

“With the gaming centre and restaurant franchise, the nation expects the total number of jobs at the location to reach between 35 and 40,” he told the Sun. “The transformation would involve an investment of about $2 million or more, we are still putting plans together.”

At a later date, he said, “the nation would be able to give a specific number, especially for the entire project.”

Egeson said the rebranding, which began about two months ago, includes improvements to the site’s branding and operations, as well as plans to expand diesel and truck services.

“When we had the Petro-Canada gas station, it was good for the community, but we needed to go in another direction,” he said

Located at the junction of Trans-Canada Highway and Highway 21, the gas station is expected to serve Sioux Valley residents, highway travellers and commercial drivers, he said.

One immediate benefit for motorists, he said, has been lower fuel prices.

“It’s going to be cheaper,” Egeson said. “Prices have been between six and 12 cents lower since the changeover. The fuel is also cheaper than most gas stations in Brandon and along the route.”

“We are developing the gaming centre and the gas mart area to a destination for community members and travellers along that Trans-Canada Highway,” he said.

Egeson said the nation’s overall approach is focused on strengthening business planning, financial oversight and day-to-day operations while ensuring its investments generate employment and sustainable revenue.

Egeson said the transformation of the site could extend into March or April 2027.

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