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Rebel Oil Company, which does business as ROC, has deep roots in Las Vegas as a family-owned business for more than 70 years.

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The company was founded in 1954 by Jack Cason who moved to Las Vegas from Oklahoma with his brother, Pete, and business partner Carl Bailey. Today, ROC's president is Pat Cason, the son of Jack. The CEO is Jason Case, the son-in-law of chairman of the board, Dana Cason Teepe. Case's wife, Christi, is the granddaughter of Jack. She serves as vice president and other family members also work for the company.

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The company has evolved over its history to launch its first station in 1954, to seven years later opening a station on the Strip in 1961, and to what it has become today.

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"They came out with a hope and a dream, but the valley grew and continued to grow, and we've grown with it," Case said.

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ROC provides liquid energy products and lubricants across the state of Nevada, as well as California, Arizona and Utah. With 80 trucks in its fleet, eight bulk plants, six cardlocks, two rail sidings, one warehouse and one pipeline-connected fuel terminal in its portfolio, ROC has grown to provide terminal services, offering refined fuel and renewable biofuel products, racing fuel, D.E.F., oil, lubricants and logistics services.

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"The company has gone through a transition in the last 10 years where we were primarily known as a convenience store focused-company, but we sold those in 2015," Case said. "We repositioned ourselves as a wholesale company still servicing a lot of Nevada businesses, like the mining community and serving the commercial environment instead of consumers. We've been involved in some of the newer builds on Las Vegas Boulevard bringing tanks out to the site making sure they have the appropriate fluids and products that they need to keep construction projects going. We were involved with Allegiant Stadium, Resorts World and even some of the hotel-casinos have backup generators that require diesel fuel."

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In the 1970s when the major oil companies were pulling out of the wholesale business, Rebel entered it supplying bulk distribution of fuel, packaged oils and lubricants that allowed them to service retail customers and support the business community in Nevada.

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"They had a bunch of crises to navigate over the years, like the Arab oil embargo in the 1970s, and to think how long they were in business and dealing with different crises to navigate and survive is a pretty good testament to Jack's leadership," Case said. "You had big players like Arco that came into the market that were retail-oriented and made it hard for independent operators to stay in their business. Jack had to pick and choose which of the operations would be viable when you're competing against a behemoth. And bringing on wholesale distribution so you're not retail-focused."

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Rebel Oil got into the gaming business in 1984 when it added slots as service stations began to modernize into convenience stores.

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"For most convenience stores around the nation it's something totally foreign to them, but if you're going to operate a convenience store in Nevada it's a revenue stream you have to consider," Case said. "They probably had more than 400 machines in their 55 stores."

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Today, ROC still has its slot route servicing 10 bars and taverns throughout the valley.

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In 2015 when Jack was getting older, his son, Pat, and daughter, Dana, were running the day-to-day operations, and there was a lot of interest in the retail assets the company had accumulated with valuable real estate.

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"They had several interested parties looking to buy the convenience stores, but the family wasn't willing to completely get out of the business since they had a small but growing wholesale business," Case said.

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The stores were sold to a corporation out of California, and the name Rebel was retained with rebranding.

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Case said the company will continue to expand regionally as their customer base goes into new markets when the demand is there. They have bridged out to New Mexico when needed, and there could be opportunities in Colorado in the future.

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"We've gone as far as Louisiana and Portland when we're dealing with the supply-chain crunch when there was an additive shortage coming out of COVID, and some of these mining companies if they are shut down for an hour that's a big problem," Case said.

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Jack Cason, who died in 2023, was involved with and had given back to the community, was inducted into the Southern Nevada Sports Hall of Fame in 2004 because of his support as a booster with UNLV athletics.

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Jack's mantra was putting people first and the company has a Jack Cason Wall of Fame that has a quote of his that "people matter."

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"You can have the nicest trucks and nicest facilities in the world but trucks don't drive themselves and the facilities don't operate themselves," Case said. "People are at the center and core of the business. It's an environment where you're going to spend more time with your colleagues than you might with your family. We want to make sure when people walk through the door they are excited, happy, motivated and looking to make good decisions. We put the customers and employees at the center of everything we do. That has carried forward from Jack."

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"We put a tremendous amount of focus into the culture of the company," Case said. "Everybody has values, but we have behavior associated with those values. Dana mentions all the time that if you're going to spend more time with your work colleagues than your family, we want a particular type of environment. By creating that environment and culture, we have been able to attract a lot of talented people. We have employees who have been here 20 years, 30 years, 40 years and 50 years. I love that. That's a testament to Jack and everything he's done. We've honored that heritage and pushed it forward."