In the heart of Central Oregon, where mountains frame the horizon and winters test resolve, there is a fleet of unmistakable orange trucks that signal something more than roadside assistance. They signal history, grit, and a family legacy built on service. At the helm of that fleet stands Lori Anton, General Manager of Consolidated Towing, Inc., a woman whose story is stitched together with journalism, jewelry counters, HD recoveries, and unwavering resolve.
Lori has been in the towing industry since May of 1993, when she returned home to Bend OR to join the family business founded by her parents. Consolidated Towing, formerly Central Oregon Towing, was founded in 1988 when Lori’s parents, Mike and Joanne Wildman, purchased the company and rebranded it. The trucks were repainted orange for visibility and safety, but over time, the color evolved into something more symbolic. Orange became identity. Orange became standard. Orange became culture. Consolidated Towing quickly became known as “Central Oregon’s Most Recognized Orange Fleet.” They started with what Lori affectionately describes as “three and a half trucks.” Three operational units and one dedicated to parts. Today, the fleet has grown to more than 25 trucks and trailers, supported by late model equipment and a philosophy of working smarter rather than harder.
I have known Mike Wildman for more than 15 years and have had the privilege of working alongside him at industry association events and committees. Family is the subject he speaks about most often, and it is clear that his leadership was rooted in that priority. Watching Lori today, you can see the understanding that business success means little without strong family values behind it.
Consolidated was built on customer service, no matter who the customer was or is. Over the years, their team worked tirelessly with law enforcement, local dealerships, and fleets to cement their name in the community.
Consolidated’s growth accelerated in 1992 when the company became a AAA contractor. For nearly three decades, they serviced motor club calls before making the bold decision in 2021 to step away from that segment of the business. It was a pivotal moment. By walking away from AAA, they reclaimed control and refocused entirely on direct customer service, strengthening relationships with law enforcement, dealerships, and local fleets.
From Journalism to Jackknifed Recoveries
Lori’s path into towing was anything but linear. A graduate of Bend High School, she earned a degree in Journalism and Political Science from the University of Oregon. Before joining Consolidated, she spent eight years in retail with Zales Jewelers, working in Bend, Yakima, San Jose, and Salem. After experiencing multiple robberies, including one armed incident, she left California and eventually returned home when Zales filed for bankruptcy.
The transition from jewelry to towing was not seamless. Entering a male dominated industry required immediate credibility. Lori’s solution was straightforward. She learned to tow. She joined heavy duty calls, pulled wire rope, dragged chains, and made certain she understood field operations firsthand. Her philosophy was clear: never ask your team to do something you have not done yourself. That authority earned respect from drivers and customers alike. It also shaped her leadership style. Direct. Grounded. Unafraid to get dirty.
Ironically, her journalism degree found new life years later when she began writing and producing the company’s monthly newsletter, “A Slice of Orange.”
Family, Fortitude, and the 24 Hour Life
Consolidated Towing has always been a family operation in the truest sense. Lori hired her future husband, Keith, as a driver after her divorce. He relocated from the Bay Area to Bend, and three years later they were married. Their children grew up in the yard and office, cleaning auction cars and learning firsthand what hard work means.
Two of their children received scholarships from the Washington Tow Truck Association, as did two of Lori’s nieces. It is a point of pride for her that the industry supports its own.
Balancing business and motherhood required creativity and sacrifice. Winter days often ended with dealerships dropping off stacks of keys late in the afternoon with a deadline of morning completion. Her children sometimes woke to notes that read, “We have a truck wreck. Not sure when we’ll be home.” Yet dinner, when possible, was sacred. Even if late, they gathered around the table to share the best and worst parts of their day.
Her mantra, borrowed from Dr. Laura Schlessinger, guides both life and work: “Let the day unfold.” Now an empty nester, Lori and Keith remain deeply hands on in daily operations. They manage the storage yard and accounting, though Lori has begun easing into retirement by arriving later in the mornings. Her current pursuits include learning the ukulele, baking, hiking Oregon’s mountains and lakes, and traveling to Hawaii where phones are intentionally silenced.
A new chapter opened in December 2024 with the birth of her first granddaughter in California. That role, she admits, brings a new kind of urgency to travel plans.
Industry Leadership and Advocacy
Lori has been a member of the Washington Tow Truck Association for more than 30 years and served five years on its nominating committee. She also served as Treasurer of the Oregon Tow Truck Association in the 1990s. Consolidated continues to actively support both state and national associations.
Her advice is practical. Stand behind your principles. Do not be a pushover. If confrontation is required and you are not wired for it, align yourself with someone who is. Support them. Strengthen your team.
Lori’s counsel to newcomers is unvarnished. Towing is not for the faint of heart. Understand what the job requires. Learn as much as possible, as quickly as possible. Take classes. Do ride alongs. Study. Ask questions. If it is not for you, step away before burnout sets in. But regardless of where you land, speak honestly about the skill and commitment the profession demands.
Community Impact and the Orange Culture
One of Lori’s most rewarding achievements has been reshaping public perception of towing in her community. Clean trucks. Uniformed drivers. No “old dirt” on Consolidated equipment. The company sponsors youth sports, FFA, 4 H, and local events. When her children were younger, their teams wore orange jerseys, sometimes to their embarrassment.
The standard is simple but demanding. Hire the best candidate, not just a warm body. Hold out for excellence. Protect the brand. Protect the culture.
That culture is summed up in two words: Team Orange.
Looking Ahead
Over the next five years, Lori’s goals are both strategic and personal. She is documenting processes, banking details, passwords, and operational systems in what she calls her “In Case You Get Hit By a Bus” plan. She wants to leave Consolidated positioned for continued success, equipped with the right tools and balanced between technology and customer service.
For Lori, success is not measured in revenue columns. It is measured in health, memories, family, and the ability to read a good book at sunset while water ripples across the backyard pond.
And if you doubt her capabilities in towing? Her answer is immediate.
“That sounds like a challenge. Bring it on.”
