From Commercial Fishing to Fueling the Boating Community

A Lifetime on the Water

From growing up around a family-run construction business to commercial fishing up and down the East Coast, Steve Ellis knows a thing or two about running a business—especially one centered around boats. His experience led him to become the owner and operator of Dockside Petroleum Services, Inc.

“I saw a need for a portable fuel service so the customers wouldn’t have to go out to the docks just to get fuel,” Ellis says. “Say Captain Joe goes out and has too much to drink. If, in a drunken stupor, he decides to leave the next day, we can get Captain Joe fuel that night. That is the kind of service we provide.”

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Early Beginnings in Fishing

Ellis’ first job was unloading commercial fishing boats for twenty dollars a week—at just thirteen years old. He later earned his degree in business administration from Villanova University and, between working odd jobs and holding a position at Turkey Point Nuclear Generation Station, by 1982 he had enough money to buy a 42’ Bruno and Stillman named the Lucky Lady.

On weekends, he fished all along the East Coast, while working various jobs during the week to stay on the water. His deep passion for fishing even earned him the nickname “The Pirate” from his family.

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The Birth of Lucky Lady Seafood Market

In 1987, Ellis opened the Lucky Lady Seafood Market in Palm City, named after his first boat. That same year, he bought a second longliner, allowing him to manage his seafood market and fish full-time. By 1988, he was fishing in the Gulf of Mexico, the west coast of Florida, Louisiana, and Panama City Beach for tuna. Over his career, he landed at least a million pounds of sailfish and tuna.

By 1990, he closed his seafood market.

“I wasn’t good at lying to the fishermen about the price of fish. I knew firsthand that they were always getting the short end of the stick. I like fishing more than being a fishmonger,” he says with a shake of his head.

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A Shift to Fueling the Boating Industry

By 1994, Ellis was driving a fuel truck while still fishing on weekends. By 1997, he purchased a new fuel truck and brought on Red, his original driver. By 2012, he had three trucks running at a time.

Today, with Dockside Petroleum Services, Inc., he operates:

• Four trucks with Rec 90 gasoline and diesel

“Our philosophy is to provide fuel service at our customers’ residences and docks at a fair price, utilizing our crew of specialized drivers who understand the details of fueling boats. If you see a swordfish on the side of the truck, you know it’s us, and you’re going to get the best service possible.”

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Looking to the Future

“There’s a lot of loyalty in this community, and our customers love the service. I appreciate everything they do for us. We have a lot of trust, and that’s essential to get the job done.”

If business continues to grow, Ellis predicts that within five years, he may need to add a fourth truck. While he’s hesitant, he’s confident that the business will continue to thrive.

“That’s why I chose to advertise with InTheBite—I waited until I had the proper equipment to service whoever needed me.”

“I’m not a hard-nosed businessman,” Ellis says. “I’m a commercial fisherman running a dockside petroleum service. Once you’ve been fishing so long, you’re still mentally fishing. That’s where I want to be.”

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