Despite having started one of the largest auto dealerships in the country, Sam DiFeo isn’t used to being the center of attention.
But when city officials and local residents gathered outside the octogenarian’s first Jersey City dealership on Communipaw Avenue Tuesday afternoon to unveil new street signs in his honor, DiFeo said he felt like a million bucks.
“I feel very, very excited,” DiFeo said. “I feel like such a big shot.”
Flanked by employees, old friends and other well-wishers, DiFeo and his wife Julia beamed as Mayor Glenn D. Cunningham, along with Ward B Councilwoman Mary Donnelly, read a proclamation honoring the 88 year old and his family’s consistent contributions to various organizations throughout the city.
“The DiFeo’s care more about people than they do about just selling cars,” Cunningham said. “They care also about people who can’t afford cars. We’re blessed to have you.”
DiFeo’s generosity, Cunningham said, is enlarged by his humble beginnings. A graduate of School 5 and St. Peter’s Preparatory, DiFeo began his life working in his parents’ pastry shop on Brunswick Street in Downtown’s historic Italian Village section.
The only male child in a brood of seven sisters (six of whom are still living), DiFeo built his auto dealership empire through the deeply ingrained work ethic he acquired from his childhood. That he has achieved such great success, Cunningham said, makes DiFeo a role model to everyone.
“You are truly what America means to the whole world, starting from School 5 and becoming one of the most successful auto retailers ever,” he added.
Penchant for giving
DiFeo’s philanthropic activities range in visibility and endowment, from large scholarships at local educational institutions to smaller, less conspicuous donations to city activities.
Two $10,000 scholarships in his wife’s name are currently active at both St. Peter’s Preparatory and St. Peter’s College, and DiFeo has regularly contributed to United Way and the Boys’ and Girls’ Clubs of Hudson County.
In addition, smaller gifts include donating to the city’s Halloween festivities, its food drive and recreational programs. DiFeo has undoubtedly given to other causes, Donnelly said, adding that those gifts are hard to track because DiFeo has given them anonymously.
Other councilpersons present at the street naming praised DiFeo, saying his unheralded deeds and kindness highlighted his love of Jersey City and the sense of pride he feels from being one of its native sons.
“It’s been an honor to have your services in Hudson County,” Ward A Councilman Peter Brennan said. “You put your money where you’re mouth is,” Ward F Councilwoman Viola Richardson said, “and you’ve been an exceptional philanthropist.”
St. Peter’s Preparatory will also honor DiFeo next month at a “Legends of St. Peter’s Prep” dinner, scheduled to take place on Nov. 15.
Jersey City roots
DiFeo, who has lived in Spring Lake full-time for the past 25 years, raised his children in Jersey City. His four children, Dennis, Joseph, Samuel X. and Cecilia, were present at the street naming.
A keynote speaker at the ceremony was Connie Vuocolo, a friend of DiFeo who worked closely with him when Vuocolo was the executive director of the Jersey City Housing Authority and DiFeo was a commissioner.
Humorously recalling DiFeo’s many deeds, Vuocolo said DiFeo’s commitment to spread his wealth was a deeply ingrained sense of wanting to help anyone he could.
“If [DiFeo] was a woman, it’d be a big problem because he never says no,” Vuocolo jokingly said.
When DiFeo came to the podium to address the assembled crowd, he graciously thanked everyone and, choking back tears, said the honor caught him totally by surprise.
“I spent the greatest part of my life walking up and down Communipaw Avenue,” DiFeo said. “This is nothing I expected at all. This is something I’ll cherish for a long, long time.”