Don Adams Antenna Satellite Services has been chosen to pilot a Dish Network marketing program aimed at promoting Dish retailers in their local communities.

The Grass Valley business, located at 155 Joerschke Drive, is one of four retailers — out of about 4,000 nationally — to take part in the program. The business was selected not only for its longevity as a Dish Network dealer, but also because of its impressive customer service and commitment to supporting the community in Nevada County, said Lacretia Taylor, a corporate communications representative with Dish.

“I feel very honored,” said Don Adams, who has been in business for 36 years.

Dish Network will develop a range of advertisements featuring Don Adams Antenna Satellite Services that will run locally in newspapers, in movie theaters and over the radio through April. Taylor said the company plans to analyze whether the ads not only create word-of-mouth buzz, but also whether the advertising efforts attract more customers.

“I look at it more as going back to our roots in terms of focusing on retailers and folks who know communities and really having that hyper-local angle to say, ‘Hey, we can be the face to help you and we know you,’” Taylor said.

Adams opened Don Adams Antenna Services in 1980, after leaving his job working in cable television. When satellite dishes began to revolutionize the home television experience, the business became Don Adams Antenna Satellite Services. The business is a Dish Network and DirecTV dealer, and provides a full range of services for customers, from installation to customer and billing services.

The business also supports several community groups and events, including local school fundraisers, the Nevada County Food and Toy Run and Nevada City’s annual Duck Race.

“We pride ourselves on our customer service and the relationship we have with the community,” said Maryann Rutherford, the business’s longtime office manager.

To contact Staff Writer Emily Lavin, email elavin@theunion.com or call 530-477-4230.