When to change transmission fluid and filter?

Can a Firestone garage deal with this or should I take to the dealership?

Both could do it, but Firestone typically pays low wages, and you will likely get an inexperienced mechanic. The dealer can certainly do it, and it will be the highest cost option. Ask friends and neighbors where they take their vehicles. You should hear a few names several times. Take it to one that gets good reports from a number of people and start a relationship with that garage.