By Terra Avilla
If you’ve spent any time in Lassen County, you’ve probably heard of Novah Electric. But what you might not know is the story behind the name – or the man who runs the show.
Russell Bates is the owner of Novah Electric, and he named the business after his daughter, Novah. That little detail says a lot about Russell: family comes first, and everything he does is rooted in love and community.
Russell isn’t just a business owner – he’s a true neighbor.
I’ll never forget the time I went to him to ask if Novah Electric would sponsor a hole at our “Holiday with the Hero” golf tournament. I started explaining what our organization does, and before I could even finish, Russell said, “Well, looks like I have to give a $500 donation.” And just like that, he did.
No hesitation, no fuss – just genuine generosity.
And that’s not a one-time thing. Russell is always stepping up for local causes, whether it’s helping out the animal shelter or supporting school events. He’s the kind of person who quietly makes a big difference.
This year my daughter is on Novah’s team, and I’ve seen firsthand how much Russell cares about his family. He’s at every single game, cheering on his daughter and her teammates. He’s not just present – he’s involved, supportive, and always ready with a high-five or a word of encouragement (FOR ALL THE GIRLS!). It’s clear that being a good dad is just as important to him as running a good business.
I have to admit, my husband Frankie is not exactly a handyman. So when our washer and dryer started acting up I called Novah Electric. I kid you not – within 13 minutes, someone was at our door. The problem was fixed within the hour, and then Russell himself called to make sure everything was taken care of. That kind of service is rare these days, and it made us feel like more than just customers – we felt like family.
Russell Bates is the kind of person who makes Lassen County feel like home. He works hard, gives back, and shows up for the people around him. Whether he’s helping out a neighbor, supporting his daughter, or making sure your lights stay on, Russell does it all with heart and he’s one of the reasons why we love this place.
