A Family Affair - Car Wash Magazine | Publication for Car wash

Winter 2010

A National Publication for Savvy Carwash Owners and Suppliers

BUYER’S GUIDESee Page 27

A Family AffairA Family AffairIs a New Generation Changing the Way the Family Car Wash Does Business?

spotlight on success: Capitol Premier

Serving up the

FUN!

New Column: Twittering with Cheryl page 17!

�WashTrends / Winter 2010

� WashTrends / Winter 2010



Welcome 2010! The start of the year brings with it a

wonderful energy for change and opportunity and

Washtrends is seeing that renewed spirit throughout

the car wash industry. New options for doing business,

communicating and serving the customer are showing up in

creative ways and we found there’s a lot of “new” going on in the

New Year!

In this issue, one of the subjects we’re focusing on is the

stimulating effect the mix of technology and the next generation

are having on the industry and the family-owned business. There’s

a lot to learn when family dynamics meet new ideas! You’ll also

read about exciting peer support strategies that help insure

growth and success for the car wash industry. A sense of community and pulling together adds

up to a lot of new and valuable ideas. In our newest section Spotlight on Success, we’re featuring a

carwash and what they do that makes their business thrive.

Sandy Travis-Bildahl

Managing Editor, WashTrends

WashTrends.com

Contents

Winter 2010

Mid-Atlantic Carwash Association 888.378.9209 http://www.mcacarwash.org [email protected] Michael Ashley, President

Contributors: Publisher: Pat Troy Managing Editor: Sandy Travis- BildahlEditorial Advisor: Pam Piro Editorial Consultant: Terri Boddorff Designer: Betsy Earley Web Site: Anne BenjaminWriters: Michele Ervin Shirley Plews Wendi Winters Advertising Sales: Cheryl Kinney Support: Patty Blakeney Deb Murnane Laurie Plemons Sea Williams

Published by:Bay Media, Inc. 410.647.8402 http://www.baymed.com [email protected]

© 2010 Bay Media, Inc./Mid-Atlantic Carwash Association

550M Ritchie Highway, #271 Severna Park, MD 21146

on the cover:ORIGINAL WATERCOLOR BYPHYLLIS SAROFF

EXPANDED BUYER’S GUIDEPAGE 27

MCA UPCOMING EVENTS PAGE 28

WASHTRENDS ADVERTISER INDEXPAGE 28

Phyllis Saroff is both an illustrator and fine artist. She illustrates children’s books, magazines and scientific wildlife pieces, and exhibits her fine art in an

Annapolis gallery. She feels fortunate to be able to paint what she loves, and it shows in her work. She often says that she benefited from excellent teachers and a father who made sure she could become an artist. [email protected]

WashTrends Publication Schedule:

A National Publication for Savvy Carwash Owners and Suppliers

A FAMILY AFFAIR: IS A NEW GENERATION CHANGING THE WAY THE FAMILY CAR WASH DOES BUSINESS? PAGE 7

FRESH PERSPECTIVES THROUGH PEER SUPPORT PAGE 14

TWITTERING WITH CHERYL PAGE 17

SPOTLIGHT ON SUCCESS: CAPITOL PREMIER SERVES UP THE FUN! PAGE 20

INDUSTRY NOTESPAGE 23

features

http://www.WashTrends.com

Want to Advertise?Call, email, or twitter Cheryl Kinney at: ph: 410-647-8402 email: [email protected] twitter: @ckinney

WashTrends “The Place to be Seen” in the Carwash Industry”

Managing Editor, WashTrends

Visit WashTrends.com for more of the latest

trends in the carwash industry!

Spring 2010: Deadline – April 7; Publication Date – May (ICA Distribution) Summer 2010: Deadline – July 15; Publication Date - August Fall 2010: Deadline – September 15; :Publication Date - October

Be sure to check out future deadlines at www.WashTrends.com



WRITTEN By WEndI WInTERS

Is a New Generation Changing the Way

the Family Car Wash Does Business?

The WorD DyNasTy evokes royal FamIlIes rulING ThrouGh The CeNTurIes, The INTerrelaTeD puBlIshING empIres ThaT oNCe CoNTrolleD huGe sWaThs oF meDIa, aND eveN a popular NIGhTTIme soap opera From The mID-1980s. There are dynasties in the car wash industry, too, and often for similar reasons: shared values and vision for the business, trust, loyalty and a willingness to work harder than a regular employee. “It’s not for everybody, but it works for us,” said 27-year-old matt Bascom of Charlottesville, va. he works with his father, Bill Bascom Jr., 58, owner of Clean machine Car Wash, and in varying degrees with his three brothers. members of four car wash dynasties talked with Wash Trends Magazine about the perks and pains of working with family members.

Clean Machine

Clean machine Car Wash has been in business as a full-service operation in one location, and the Bascoms also own five in-bay automatic operations. yet another company, Car lovers, has two in-bay automatic locations and one self-service and in-bay automatic. In the five years since his graduation as a marketing major, matt has gradually assumed day-to-day operation of the companies. “Bill’s role is in a consulting role. he’s transitioning and is less involved than he was a few years ago,” said matt. matt’s three brothers are involved in varying degrees in the business. David, 31, had a bigger role until he went to grad school. living now in Chicago, he helps with the firm’s graphics and Web site. John, 26, works with one of the family’s related companies, Car lovers automatics. The youngest brother, Josh,

Ph

oTo

gR

aP

h c

ou

RTE

sy

of

maT

T B

as

co

m o

f c

LEA

n m

Ac

HIn

E c

AR

WA

SH

.

A Family Affair


22, a senior at hampden sydney College, works for Clean machine during summer breaks. since matt joined the business, it has downsized or sold its full-service locations. “We have more success with the in-bay automatics,” he said. “I enjoy operating those facilities. The full-service shops were spread out across the state in Falls Church, roanoke and Fredericksburg. We’ve added two Car lovers locations and are rebuilding one.” matt’s education is making a difference. “I’m trying to apply what I learned in school to running a small business. on the Web, with the in-bay automatics, we can sell washes over the Net. For our full-service businesses, we provide information about the services we offer. prospective customers like to look online. We post a coupon for our services that we change regularly. I keep looking at new technology that comes out and keep an open mind. Technology is more than the Web; we’ve made equipment upgrades.” matt noted he’d always planned to join the business. “our relationship hasn’t changed, though we butt heads from time to time. overall, our relationship is good. Dad always hoped we’d become involved when we were old enough. We didn’t talk about it; it was an option if we had an interest. There was no pressure.” Nor is there any pressure on the next generation. matt has a 20-month-old son named William who is wild about “cars, trucks and anything that moves. he likes playing with the vacuum cleaner at the shops.” “a family business depends upon the relationships,” said matt. “It can work out well or put a strain on the family. It depends upon the individuals. It’s not for everybody, but it works for us.”

Three generations and counting…

mark ellis is the second generation to run the family business, southland autowash, founded by his late father, ernest ellis, in 1950. The senior ellis passed away in 1980 at age 59. The original operation was a kwik Car Wash in Grand rapids, mI. Back in ’50, there were fewer than 20 automatic car washes in the u.s. “I was only going to work in the business for a couple weeks,” said mark of his inauspicious start with the

company in 1971. his son, sean, 30, who has a master’s degree in informatics, which is defined as the application of computers and statistics to the management of information, has been with the company for five years. “he’s taking over,” said mark. “I started some of the social media, but sean’s taken over and uses Twitter, Facebook, linkedIn and youTube. We have a pretty good Web site, and social media is interesting. I thought social media was cool to follow—it’s fun to get a tweet from someone like oprah. But sean wanted to attract local people to the car wash and developed a list of over 1,000 from the area. he tweets them about giveaways and promotions.” mark describes their working relationship as ying-yang. “I’m a very right-brained person. I see the big picture, but I don’t get much done. sean is pragmatic and organized. he brought us forward 20 years. he’ll pick my brain for a big idea, tweak it and implement a practical, good idea.” mark has three other children. one daughter is a lawyer, and another is a filmmaker. a second son might join the business someday. “I don’t think there are any tax benefits to family members being involved,” he said. “It’s affected our relationship in a good way and really improved it. We used to be just buddies; now we have a great deal of respect for each other.”

auto wash belles and beaux…

like mark ellis, Chuck howard represents the second generation of a

car wash dynasty. his three children are in the business founded in 1969 by his father, Charles howard sr., who passed away in 1986 at age 59—the same age as mark ellis’ father. his own siblings were not involved in the business. he owned part of the company, inherited a share when his father died, and purchased the rest of the business from his family. Chuck is the president, Ceo and owner of autobell and hoWCo Inc., which sells and distributes car wash equipment in the southeast. The third generation of howards are kelly h. Crenshaw, 35; leigh h. meyer, 40; and Carl howard, 42. a fourth-generation howard, Chuck’s oldest grandchild, 16, is working part-time with her grandpa. There are eight more grandchildren. Chuck recalls that his father was an electrical contractor, which allowed the duo to handle the permitting, contract construction, or do it themselves. The first autobell opened in ’69, the year Chuck graduated from junior college. he entered the business full-time in ’71, having earned a Ba in business administration from uNC-Charlotte. In one of his economics classes, the students analyzed a car wash and concluded it was not a good business to enter. he chuckled. “That didn’t deter me!” It didn’t deter his kids, who all worked part-time and on summer breaks in the business, which had, by the end of 2009, 58 full-service car washes, the majority of them in North Carolina. Carl is the Coo. leigh is the analyst


and director of special projects. she handles the reams of data from the shops that come into the home office and supervises the preparation of reports, permits, data, trends and information. kelly is director of marketing and public relations. of his children, Chuck said: “I’ve always looked forward to having the kids working in the business, but they had to work twice as hard as everybody else to prove themselves. everybody has to pull their weight. If they had wanted to work

someplace else, that was okay. having family members who understand your culture and how you like to do things helps to spread the message to the rest of the company. our management style is family style–if you work here, you are part of the family.” kelly did work for another firm when she graduated from college. That experience has helped her handle her campaigns for autobell. “The kids pushed for all kinds of things: changes in process, new locations,” said Chuck. “I think the more youthful perspective is good. They all contribute from their own area of expertise. I don’t try to micromanage their activities. For example, they picked a couple of sites for new washes, and conventional wisdom said they were not good choices. But, Carl said, ‘let’s do it!’ and it worked and was a good deal.” he noted the company has put some of its locations on Facebook and will eventually umbrella them all together. It doesn’t use Twitter, but for several years has been creative with advertising and

heavily involved in charity car washes, where half of the gross is donated to the charity. “The payback is community involvement and goodwill that you build through these charitable organizations. It’s a good thing.” The howards do family vacations and company get-togethers, office parties and fishing trips. he noted: “If your family is in business with you, you’ve got to share it with them. you need to be open and patient. every member has to have esteem and mutual respect for each other and their point of view. Dad and mom can’t be a dictator.” “everybody has to know their limitations and talents, too,” Chuck added. “We look for things they are good at and let them do it. people are happier when they’re doing what they love.”

Cup of joe and a clean car—to go!

Dori eglevsky is a real estate investor in Fredericksburg, va. her husband, Dr. andré eglevsky, is an orthopedic surgeon. Dori owned a piece of property near her

On previous page: right to left, Matt Bascom, Bill Bascom, John Bascom, owners of Clean Machine Car Wash.

Preceding page: Mark Ellis (left) and Sean Ellis (right) of Southland Auto Wash.

This page: left to right, Kelly Crenshaw, Carl Howard, Leigh Meyer, Chuck Howard, owners of Autobell and HOWCO, Inc.


husband’s office that needed developing. a car wash once operated on the site. Their son andré, 36, a musician, was moving back from montana. “If I redevelop the site and put in a new car wash with enhanced technology, would you be interested in working with me?” she asked andré. he figured he could juggle a music career and the business, too. he currently has several groups including the Blue Tips, which performs rhythm and blues. Brother myles, 30, opted to join the business, as did their sister Cristy, 38.The site includes a two-bay automatic carwash, open 24/7, and a coffee shop with a drive-through feature. “Customers can come into the coffee shop for lattes, smoothies and espresso and then go around to the car wash. They can pay for both at the same time and be on their way,” said Dori. Cristy is the barista in the keystone Coffee and auto spa. The sons quickly realized some customers wanted hands-on service. In

addition to the self-service, the business also offers interior and exterior washes by attendants, detailing and waxing. The company is not using Facebook or Twitter to promote the business. “I think in terms of customer relations and interpersonal skills,” said myles. “We hand out flyers and build the customer base by talking on the phone, going to places of business and groups, like younger-generation events, and giving out our business cards. In this small town, customers enjoy the relationship they have with us. They text us when they want their car washed or they write me an email. I make myself available for them whenever they want.” Dori noted, “That experience made us realize the old-fashioned way of building relationships and marketing to customers has become salient not only for my generation but younger ones as well, despite the mass move to the Internet. We’ve sort of incorporated both.” “We were all born and raised here,” noted myles. “The dynamic we have here

is extremely integrated. We all have our specialties, something we bring to the table. andré with his music following can network with his friends. my sister networks with her resources, I have my own group of contacts, and mom connects with the baby boomers and the older generations in town.” The eglevskys found ways to separate family from business. “It makes the family relationship stronger,” said myles. “We’ve been in business four years—and we’re still in business because we balance things and we’re stronger.” “There’s definitely been a learning curve,” admitted Dori. “There are some built-in challenges with a family business. In the end, if you can work through those issues, in the family and in the business, you build a strong family and have a dimension you would not have had otherwise.”

Wendi Winters is a freelance writer who lives in annapolis, maryland.

Stainless Steel Sleeving System“V I L B O R E”Announcing the

www.vilcosupply.com • 1.888.255.4181

Replaces the Washout in your CAT PUMP® Head with Stainless Steel...

The “VILBORE” System Includes: 3Hi-Pressure bore with stainless steel ring 3Valve seat bore with stainless steel sleeve 3Field tested 3Proven durability for over 20 years

YOUR CHOICE: Bore All 3 Hi-Pressure Ports Sleeve With Stainless Steel: $74.95

Bore All 6 Valve Seats Sleeve With Stainless Steel: $99.95

OR SAVE BIG!! When Both Hi-Pressure & Valve Seats Are Bored: $149.95

“Vilbore” System Available On Several CAT PUMP® Heads Including: the 310, 340, 350, 530, 5CP2120, 5CP2140 and 5CP2150.

”Giving Your Pump It’s 10th Life!”

310 5CP2120

�0 WashTrends / Winter 2010

www.vilcosupply.com • 1.888.255.4181

An outrageous car wash cake by Nampa’s “Cake Boss,” Dwayne atwww.chocolatebluebird.com. Fully edible everything, it was a delicious Hawaiian-style layer cake. It says “Nampa and Canyon County welcome Metro Express Car Wash.”fd

around the blockCool happenings in the MCA car wash world.

Metro Express Opens New Site. Congratulations on your Grand Opening in Nampa!

WashTrends Magazine and the Mid-Atlantic Carwash Association announce the

�0�0 Trendsetter Awards

Nomination Deadline: April 1, 2010 • Nomination Form Online at http://www.washtrends.comNominations accepted from throughout the industry, and self-nominations are accepted.

Trendsetter The Trendsetter is a leader in offering creative and innovative solutions for helping car wash operators grow their businesses.

Trendsetter Carwash The Trendsetter Carwash has implemented a creative and innovative marketing program that is exemplary for helping car wash operators grow their businesses.

Trendsetter Product The Trendsetter Product offers a creative and innovative solution for helping car wash operators grow their businesses. This can be a product or service provided to the car wash industry.

Trendsetter TrendThe Trendsetter Trend will have a significant impact on helping car wash operators grow their businesses.

Winners will be announced and all nominees will be honored at the annual WashTrends Banquet in

Cheseapeake Beach, Maryland, on April ��, �0�0 and featured in the Summer �0�0 WashTrends issue.

��WashTrends / Winter 2010

�� WashTrends / Winter 2010


WRITTEN By

mIcHELLE ERvIn

Fresh Perspectives Through Peer SupportNow more than ever, car wash proprietors find tapping into the opinions and experiences of others is essential to the success of their businesses.

learNING From experIeNCe CaN Be TIme-CoNsumING aND CosTly. But learning from the experiences of others can sometimes circumvent the mistakes that must inevitably be made during the learning process. There are several resources carwash owners can turn to for information and advice, whether it’s fellow owner-operators, distributors and manufacturers within the industry, or associations, mentoring groups and networking groups both within and outside the industry. mark Curtis, the 2009 WashTrends’ person of the year and president of splash Car Wash, which has 18 locations in Connecticut and New york, turns to different resources depending on the

nature of information he’s seeking. “If I’m looking for results from consumer studies or industry information, I go to the International Carwash association (ICa),” he says. “I rely on my regional association, the Connecticut Car Wash association (CCa), for networking opportunities and support from a lobbyist on governmental affairs that affect us. If I need advice on a concept I’m pursuing, a buy or sell decision, or general carwash business information, I turn to an enhancement group I belong to. It consists of carwash executives who meet regularly to discuss issues relating to their businesses. If I want input on equipment or other carwash services, supplies, or vendors, I gather it at trade shows—unless I need an answer right away. Then I get referrals from other operators.”

accelerating the learning process

But Curtis admits he learned the hard way. “I put myself at risk far more by not reaching out for help when I was starting out,” he explains. “I made a lot of mistakes, and they always cost me a fair amount of pain and money. When I finally did reach out, I was amazed to find how helpful people were and what valuable information they offered, as well as how foolish I was in not seeking input from others. learning from the successes or failures of others really accelerates the learning process. It prevents you from making mistakes and allows you to find the right route out of a mistake you consistently make.” Bill martin, owner of metro express Car Wash in Boise and meridian, Idaho, echoes this sentiment. “We’ve been able to accelerate the learning curve by sharing data,” says the 2009 WashTrends’ Trendsetter Carwash of the year award winner. “It has saved us a tremendous amount of time and resources. sometimes things look good on paper, but they don’t work in practice.

Metro Express Car Wash, Boise and Meridian Ohio, was the Trendsetter winner. This company won because of their social media program using Facebook, Twitter and more. Bill Martin (pictured) is the owner of Metro Express.



For example, if we’re thinking about buying a piece of equipment because it looks good, we can find out from others if it works as advertised. people are willing to share information you wouldn’t find easily otherwise.” martin stresses the importance of talking to people who have “been there and done that” and learning from operations that have achieved success in the marketplace. “owners and operators are open to sharing and hearing new ideas,” he continues. “We are eager to help and see everyone do better, because when the industry does better, we all benefit.”

Benefiting from associations

For Jerry miller, belonging to the ICa, where he is a board member, andsouthwest Car Wash association (sCWa), where he was past president, hasprovided him with several opportunities to network with peers and gain valuable guidance. The owner of City view Car Wash in Fort Worth, Texas, and two Jerry’s express Car Wash locations in keller and arlington, Texas, attends their meetings and conferences and participates in special programs they offer. “I’m in one of the ICa’s BIGs, (“Business Improvement Groups”) which consists of seven full-service operators nationwide,” he says. “some of us also operate express tunnels. We meet twice a year in the hometown of one of our members to visit carwashes and discuss best practices in a two-day meeting. We discuss everything from car counts and income and expenses per location to employee issues and marketing.” “after 20 years, I’m still learning best

practices every time I meet with other operators on local, regional, and national levels,” he admits. “and I always encourage new operators to get involved in both a regional association and the ICa.” Curtis and martin also belong to the ICa, where Curtis is a board member, and their respective regional industry associations. Curtis has also served as president and was a board member of the CCa.

attending industry events

Trade shows and conventions provide another avenue of support for owner-operators. Current ICa president lisa lyons regularly attends them, in addition to relying on her distributor for up-to-date information and quick problem fixes, a network of operators she has developed relationships with over the years, and the ICa board for advice. “I am always amazed at people who say they can’t afford to go to events,” says lyons, who owns south Bay Buggy Bath Car & Truck Wash, university BuggyBath Car Wash, and vista Buggy Bath Car Wash in san Diego, California. “I’ve been in the industry for over 20 years, and I’ve learned something to help my business grow, make my life easier, or just get excited about the industry at every convention I attend.” making the most of mentoring programs martin, miller and lyons all belong to mentoring programs and have benefited from the expertise of others on a wide variety of issues. “The ICa has a mentoring program for new board members, and it has been a great benefit for me because I’ve been able to pick the brains of some of the best

in the business,” says lyons. “I’ve also been challenged with questions and ideas coming from new members, which keeps me motivated and informed.” miller participates in the sCWa’s mentor Council, which offers advice, practical solutions and guidance on various issues to sCWa members. martin belongs to an informal group of operators representing about 300 locations worldwide who have known each other a long time and meet twice a year to share ideas. “We have sub-meetings for managers, marketing people, maintenance, operations, human resources and other areas of expertise,” he explains. he also holds tours of his operation and attends tours of other locations regularly, so others can learn from him and he can learn from others.

Don’t forget non-industry resources

Fred o’Neill belongs to an executive advisory group called vistage. The owner of Fred’s Car Wash, which has four locations in Connecticut, has found this organization to be a great source of knowledge and inspiration. “vistage is an international organization with local chapters comprised of Ceos of both larger and small companies from different industries who meet on a regular basis to discuss issues with each other,” he explains. “They’re fellow entrepreneurs who offer fresh perspectives on some of the same business issues I face as a carwash owner.” he adds, “It’s important to belong to peer groups both within and outside the industry, as they all bring different things to the table. But they’re similar in

“I always encourage new operators to get involved in both a regional association and the ICA.” –Jerry Miller


that they all allow members to develop bonds of trust with each other, share problems, explore ideas, offer advice, and so on. They’ve all helped me be a better businessperson.” o’Neill also belongs to the ICa and served on its board and is a member of the Connecticut Car Wash association (CCWa), where he has served as president and board member. he regularly attends both regional and national trade shows and turns to his distributors for input on equipment as well.

Building a better business

While there are many avenues to pursue for support in the carwash industry, they all have the same net result: they help carwash owners and operators become better businesspersons and run better businesses. “as a self-serve operator, I’m usually at my businesses alone, and interacting with other operators has been invaluable,” says lyons. “Networking with other people in the industry has made me a better operator and my business more successful.”

michelle Ervin is a freelance marketing and public relations copywriter. she lives in annapolis, mD.

City View Car Wash in Fort Worth, Texas, owned by Jerry Miller.


Save the Date!Northeast Regional

Carwash Convention October 18-20, 2010

taj mahal hotel casino, Atlantic City, NJ

Thanks for the Twitter. Always enjoy hearing the new trends from WashTrends magazine. Keep up the good work, WashTrends is a really good magazine...

—MARK ELLIS, Owner/SouthLand Carwash Twitter.com/Southlandautowash

Grand Rapids, MI

Twittering with Cheryl By CHERyL KInnEy

Communication Strategy Tip #1:

Ever wonder how to start meeting people with the help of social

media? One of my favorite social media tools is Twitter, and here’s

one example of how it works for me.

Twitter is a fun networking and relationship-building media site, and

when I ask for help or information on a subject, I often get an answer

right away. But the way to make friends in order to communicate

effectively takes time and a friendly approach, especially if you’re

trying to create business connections.

The rules that apply to traditional business interactions also apply.

For instance, when you walk into a networking event, no matter

what size—25, 50, or 100 people—you are there to meet and

greet people. you cannot command people to listen to you. Usually

you walk in and join a conversation, wait to be introduced to a few

people, ask how their day went, and listen. Twitter is a networking

event in which you can participate at any time of the day. To begin

Twittering takes time, thought and the desire to be social. I follow

people who have similar interests. As a result, I have broadened

my thinking with new interests such as Haiku, eco-friendly subjects,

having a balanced life, and ways to save, and the list goes on.

You can find us on twitter

at Twitter.com/ckinney.

Cheryl Kinney is willing to

help anyone in the carwash

business with building your

business on twitter.

[email protected]

Limited Advertiser Room available for WashTrends’ Spring issue!

Call, email, or twitter Cheryl Kinney at:

ph: 410-647-8402 • email: [email protected]

twitter: @ckinney




WRITTEN By SHIRLEY PLEWS

spo

tlig

ht

on

su

cce

ss

process has proven to have mass appeal.

“Families go berserk over it,” says Chuck

Brassfield, founder of Capitol premier

Carwash, his third in the Bay area. “you hear

the kids running down the hall to get into

position,” he adds.

“NBC Bay area News covered the Fun

Gun in a segment over the summer,”

says John Brassfield, sales and marketing

manager of CpC. This piece shows a

local family having a great time actively

participating in the car washing process

using the Fun Gun.

What started 10 years ago as a family-

owned and operated car wash has grown

into a 45-50 employee, full-service center

with a professional auto detail center, gas

station with competitive prices and a vIp

customer club.

In addition to the lure of the Fun Gun,

success has also come by their involvement

in social networking technology, which

makes CpC user friendly. “social networking

powers are very useful,” explains John. “If a

teacher can paint the picture, the student

will get an ‘a’ and continue learning. CpC

is able to show their business through

painting the pictures with social media

such as you Tube, linked In, Facebook and

Twitter.”

CpC started with a basic static website

page. “We’ve always felt that word of mouth

a 10-Year Success Story

Full servICe CapITol premIer

CarWash (CpC) IN saN Jose,

CalIForNIa, Is raIsING The Bar —NoT

oNly For CusTomers’ expeCTaTIoNs

oF The Car Wash experIeNCe ITselF,

BuT For aDDING a NeW FuN aCTIvITy

ThaT aDDs aN exTra DImeNsIoN For

FamIly eNTerTaINmeNT aT The Car

Wash.

adding a new twist to their espresso

café, free Wi-Fi and gift shop activities

that help keep family members occupied

during a wash, a rainbow-colored, foam-

shooting “Fun Gun” has everyone lining up

to participate. spraying 25 feet of foam—

which contains a conditioner and clear

coat—on a moving car during the washing

Capitol Premier Serves Up Fun and NewStrategies to Survive in a Tough Economy.

�0 WashTrends / Winter 2010


is the best advertising. Now we are putting a

face with what we offer,” says Chuck.

Their marketing focus has been on creating

the story of Capitol premier Car Wash

through the various available technologies.

until recently, local traditional print

advertising such as the pennysaver and the

reverse side of grocery store receipts has

been their advertising focus. “But it’s the

new media focus which is allowing CpC to

show and tell who we are,” explains John.

In a slow economy, saving money on

marketing and using resources more

efficiently is key. “rather than spend $8,000-

$12,000 on coupons, we found the money

is better spent on the website and social

media outlets, which people respond to,”

says John.

That said, Chuck notes that they

have always felt word of mouth is the

best advertising. “We don’t believe in

high-pressure sales tactics. We believe

in traditional values and ways of doing

business and now partnering with modern

social technology,” he adds.

“CpC is definitely feeling the effect of a

softened economy,” John admits. “as such,

we are also focusing on ensuring customers

have the best possible experience and

receive excellent customer service,” he

notes.

“partner marketing” also helps to bring

in new customers to CpC. organizations

wanting to host fundraisers—non-profits,

churches, sports teams—may sell coupon

books for washes at CpC. While CpC takes

a hit on the price of the carwashes, which

allows the organization to raise funds, new

customers are introduced to the full-service

car wash.

Companies working together has

also been good for CpC. In addition to

upgrading their on-site detail performance

center, CpC brought in an outside resource,

aJ’s auto Detail express, to handle the

detailing work. This not only works for CpC,

but gives aJ’s auto Detail Business, located

in downtown san Jose, an opportunity to

expand.

John notes that aJ’s has been voted the

best detail center in silicon valley for 10

years in a row by metro magazine. “aJ’s is

fully interested in proper care and treatment

of your vehicle,” says John, which led CpC to

initiating the venture instead of reinventing

the wheel.

Discounts on detail services and all

purchases except gasoline are available with

a purchase of a prepaid vIp Customer Club

membership. It’s designed like a personal

account and purchases are deducted as

they are used. Customers can track their

use on an online account and are then

automatically registered for periodic

specials. “I do like the discount that is

available through the vIp program, and I

basically get two free washes per 10,” says

alan Weisenburger. “I love Capitol premier;

they always take care of me, and they are

fast,” alan adds. he recently had to go

somewhere else and says that it took over

an hour for a simple wash and vacuum.

“It really made me appreciate the great

service and respect for my time that I get at

Capitol.”

“my three-year-old asks to go to the car

wash because he has so much fun with the

foam blaster,” says reece Gaumont . “It

doesn’t cost anything extra to use it and it

solves his active child’s need to be occupied.

“my kid gets to have a blast too. With free

Wi-Fi while you wait, they cater to all ages.

For me, that takes it over the top. It’s an

awesome place.”

shirley Plews is an annapolis, maryland-based freelance writer.

“Families go berserk over it,” says Chuck Brassfield, founder of Capitol Premier Carwash, his third in the Bay area. “You hear the kids running down the hall to get into position,” he adds.

A customer takes his turn at the “Fun Gun” in San Jose, California.



THE INTERNATIONAL CARWASH ASSOCIATION ANNOUNCES 2010 BOARD OF DIRECTORS, NAMES NEW PRESIDENT

BUBBLES CAR WASH RENOvATES FLAgSHIP LOCATION TO PROvIDE INCREASED CUSTOMER COMFORT

When Bubbles Car Wash opened its first location in 1991 at 5735 Westheimer in houston, Texas, it was a state-of-the-art facility. after several months of extensive remodeling and renovation, this flagship store is once again at the forefront of the industry, with the focus on customer comfort. “The need to renovate was borne out of some mechanical issues, like hvaC and plumbing,” explained Bubbles president and Ceo William J. lawrence. “Then it was an easy decision to spend the money and completely renovate the store and change the way we handled customers in the location. We needed to restore that location to its original luster.” lawrence estimated the total cost of the remodeling and renovation to be in excess of $250,000. The most obvious difference to longtime customers of the Westheimer Bubbles store will be a much larger and more conveniently located customer lounge, appointed with premium quality furniture. office space was relocated in order to give customers more room and a better view of their cars during the wash experience. “We made the lobby a lot brighter,” lawrence commented. “We installed more windows so that customers could look out and see their cars being finished.” since a basic hand wash at Bubbles typically requires 12-15 minutes and a top-of-the-line wash takes closer to 20 minutes, lawrence believes that it is essential to provide customers with a variety of first-class amenities. Features of the new customer lounge include complimentary Wi-Fi and a computer kiosk, along with two large flat-screen televisions tuned to Fox News. Complimentary coffee is always available, along with a selection of soft drinks, bottled water, and snacks. Customers can also have their shoes shined while their cars are being washed. an added benefit to relocating the customer lounge was the additional space that was made available for the store’s retail area. “This move opened up the sales lobby and made it a lot more comfortable, with more room to shop and browse the gift shop,” lawrence pointed out. Bubbles customers can shop for a variety of automotive products, along with an extensive selection of greeting cards and other items. a final component of the Westheimer renovation involved the installation of a new Daktronics video message sign to complement the new primary identity

signage at the store. The new video screen, measuring 5 x 7 feet, allows for animated messages. lawrence can change the sign’s content via remote control from the Bubbles corporate offices, adjusting the promotional message as needed in response to market conditions. similar signs are already in use at several other Bubbles locations. Bubbles now operates five hand Car Wash locations and seven express Wash locations in houston, Texas.

The International Carwash association, the world’s largest association for carwash professionals, announced the 2010 Board of Directors and new association president, Jeff Gheysens, owner, sparkle kleen Car Wash, which became effective January 1, 2010. Newly elected board members represent both the operator and vendor community. Joining Gheysens in a new role on the International Carwash association Board of Directors are operator Directors Bruce arnett Jr., Chief operations officer, mr. Clean Carwash in Duluth, Ga; and Gary Dennis, managing member, mammoth holdings, llC dba ultra Car Wash in atlanta, Ga. representing the vendor community are new vendor Directors mike savignac, president, pDQ manufacturing, Inc. a Dover Company in De pere, Wisc; and henry (hank) richard, president and Ceo, Car Wash Technologies, l.p. in Cranberry Township, pa. additionally, Board of Directors officers continuing their service in 2010 are: •� operator vice president, John pierce, autowash express, knoxville, TN •� vendor vice president, steve Barram, Integrated services, Inc., portland, or •� Treasurer, Jerry miller, Jerry’s express Car Wash, Fort Worth, Tx •� Immediate past president, lisa lyons, Buggy Bath Car Washes, Inc., san Diego, Ca. operator Directors continuing their service in 2010 and 2011 are: •� mark Curtis, splash Car Wash, stamford, CT •� al macDonald, Canadian Tire Corporation, Toronto, oN •� John lai, misterr Car Wash, Tucson, aZ •� scott Freund, prowash, Inc., union, NJ vendor Directors continuing their service in 2010 and 2011 are: •� russell Coleman, Jim Coleman Company, houson, Tx •� pamela piro, unnitec electronics, elkridge, mD •� murray kennedy, mark vII equipment, Inc., arvada, Co.

NEW, MODULAR PET WASH IS THE PERFECT MATE FOR CARWASH

Nustar, Inc. introduces the new Wet Noses Clean paws pet Wash salon. These self-contained salons are an add-on revenue generator for carwashes, rv parks, campgrounds, detail shops, veterinary clinics, condo buildings, pet stores and dog parks. The pet wash is a drop-in-place glass and aluminum building that can be custom constructed to fit any land dimension. They come pre-wired and plumbed for quick and easy hook-up to existing water, sewer and electrical lines. For those who do not need the building, the pet Wash equipment kit is a package that includes the equipment and supplies for installation in your existing facility. each salon includes a double or single stainless-steel tub, all plumbing and electrical hardware, coin activator/bill accepter, pet dryer, waste bin, three-product vending machine, hot water heater, pet vacuum and electric vent in each room. No attendant is necessary. a complete line of pet grooming supplies at wholesale prices is also available. These include shampoo, conditioner, coat enhancer, skunk deodorizer, flea and tick treatments and paw moisturizers. The standard pet Wash salon building is aluminum and glass exterior and measures 7' x 14' (single bay) or 8' x 16' (double bay). It includes 5-20amp circuits, a 1-inch supply line, 1-inch sewer evacuation line and a 5½' x 6½' equipment room. options include choice of building colors, custom building design and size, air conditioning, heating, custom decals, double-tub building, drain tank, filter and pump.





EXPANDED BUYER’S GUIDE

LaserWash® Touch Free In-Bay Vehicle Wash SystemPDQ Manufacturing, a Dover Company, is a leading designer and producer of vehicle wash systems. LaserWash® and Tandem® brands of in-bay systems and WashTools conveyor tunnel products are cleaning vehicles in thousands of facilities around the globe. PDQ also provides wash marketing, customer loyalty and wash payment products under the ACCESS® brand name. Since 1984, PDQ Manufacturing has repre-sented Performance, Dependability and Quality with outstanding products, and support that contribute to our customers’ profitability. Product List: PDQ’s products include LaserWash® and Tandem® RiteTouch in-bay wash systems, WashTools tunnel wash systems, MaxAir dryers, Access® Customer Management Systems, Wash Access Loyalty Systems (WALS), and Site- Management Systems (SMS). PDQ Manufacturing, Inc.1698 Scheuring Road • De Pere, WI 54115Ph: 920-983-8333 • Fax: 920-983-8328Email: [email protected] Web site: www.pdqinc.com

Unitec Electronics designs and manufactures car wash entry systems and auto cashier equipment for all segments of the car wash market—petroleum and C-store, self-serve and flex-serve. Unitec payment systems give car wash operators the ability to increase customer loyalty and the flexibility to manage their business in a variety of ways.Product List: Portal TI, Wash Select II, WashPay, EZ Trak Unitec Electronics7125 Troy Hill Drive • Elkridge, MD 21075Ph: 443-561-1200 • Fax: 410-579-6827Email: [email protected] Web site: www.unitecelectronics.com

Vilco Supply has been solving 310 Cat Pump head washout for over 20 years. The “VILBORE” stainless steel sleeving system removes the washout and replaces the removed material with the durability of stainless steel. The “VILBORE” process gives your 310 Cat pump head its 10th life. An excellent and economical alternative than purchasing a new manifold head. Save now! Only $149.95. Other Cat models also included. Vilco Supply100 Hobson Street • McMinnville, TN 37110Ph: 888-255-4181 • Fax: 931-473-9274Email: [email protected] Web site: www.Vilcosupply.com

DRB Systems, Inc. produces computer solutions for the carwash and quick lube industries. Our point of sale (POS) system offers loyalty promotion, cus-tomer tracking, ticket book control, prepaid cards and an automatic recharge module. Our portable touchscreen terminals, Xpress Pay Terminals® and touchscreen cash registers work for you to increase car counts, increase revenue per car and reduce labor. Product List: SiteWatch point of sale system, Xpress Pay Terminal, Portable Touchscreen Terminal, FastPass, Instant Card Clearing, Loyalty Promotion, Prepaid & Wash Book Control, Site-Watch Quick Lube, TunnelWatch tunnel controller and Website Connect. DRB Systems, Inc.Address: 3245 Pickle Road • Akron, OH 44312Ph: 800-336-6338 • Fax: 330-645-2299Email: [email protected]: www.drbsystems.com

Equipment, Chemicals, Supplies, and Service HOWCO, Inc. was established in 1969 to provide assistance to carwash developers. Utilizing the latest equipment and processes, HOWCO employees help you through sales, project plannning, installa-tions, parts, chemicals, and service in the Southeast and Mid-Atlantic regions. We specialize in conveyor tunnels, rollovers, hand wash, and self service car washes. Our strength is in our people, experience, and reputation within the industry. Product List (Equipment): Hanna, Jim Coleman Company Product List (Chemicals):HOWCO brand, Turtle Wax and Armor All ProfessionalHOWCO, INC.1521 East Third Street • Charlotte, NC 28204Ph: 1-800-633-3912 • Fax: 704-333-4399Email: [email protected] site: www.howcoonline.com

PECO Car Wash Systems designs and manufactures premium Hybrid Soft Cloth and Touch-Free Tunnel Carwash Systems customized to meet the needs of any location. Product List: Trident, Car Wash, Touch-Free, Ultimate ConveyorPECO Carwash Systems244 Rex Blvd. • Auburn Hills, MI 48326Ph: 248-299-5800 • Fax: 248-299-9001Email: [email protected] site: www.pecocarwash.com

Advantage/Base Drying SystemsEstablished in 2002, Aerodry introduced innovative drying systems to the car wash industry which address concerns about sound levels. Drawing from a long, successful history in the car wash business,both in operations and manufacturing, effort is concentrated on using cutting edge manufacturing techniques to improve product quality and efficiency. Aerodry Systems, LLC P.O. Box 907 • Broomfield, CO 80038Ph: 303-438-0120 • Fax: 303-438-0124Email: [email protected]: www.aerodrysystems.com

MicroLogic offers complete Point of Sale (POS) systems, Entry Payment Terminals, Controllers and RFID systems for the lube, parking and carwashing industries. Our POS solutions offer features such as customer tracking, loyalty promotion, time clock, inven-tory control, wireless handhelds with VIN # scanning and many additional options that can be customized to meet your business needs. The Entry Payment Terminal includes cash and coin acceptance, credit card ac-ceptance, dual coin dispenser and optional dual bill dispenser. The system can also include an RFID reader for offering an Unlimited Monthly Wash program with Credit Card on File.Product List: LogicWash POS System, Logic-Wash Entry Payment Terminal, LogicWash Tunnel Controller, Clean-Car-Pass RFID System Micrologic Associates111 Canfield Ave, Unit B10 • Randolph, NJ 07869Ph: 973-598-0808 • Fax: 973-598-8969Email: [email protected]:www.micrologic.net

Proto-Vest manufactures the most energy efficient dryers on the market that provide unmatched perfor-mance and durability! Our systems are designed for all tunnel conveyor speeds; automatic/rollover and self-serve carwash applications. Proto-Vest, Inc.7400 N. Glen Harbor Blvd. • Glendale, AZ 85307Ph: 800-521-8218 • Fax: 623-872-6150Email: [email protected]: www.protovest.com

Extrutech Plastics provides the bright white, highly-reflective wall and ceiling panels that protect your walls and create a clean, inviting experience for your customers. Extrutech Plastics, Inc.5902 West Custer Street • Manitowoc, WI 54220Ph: 888-818-0118 • Fax: 920-684-9650Email: [email protected]: www.epiplastics04.com

Manufacturer of premium car wash products for use in tunnel, in-bay and self-serve washes. Private label and toll blending available. Shore Corporation2917 Spruce Way • Pittsburgh, PA 15201 Ph: 412-471-3330 • Fax: 412-471-3260Email: [email protected]: www.magicblend.com


Upcoming Events

For more information, go to the mCa web site: mcacarwash.org

or call: 888.378.9209

march 17, 2010 MCA Meeting

The Inn at Charles Town Charles Town, Wv

6:00-9:00pm

april 28, 2010 Trendsetter Awards Dinner

Chesapeake Beach hotel and resort Chesapeake Beach, mD

6:00-9:00pm

may 11 - 14, 2010 Car Care World Expo™

las vegas Convention Center las vegas, Nv

WashTrends Advertiser IndexAerodry Systems, LLC .....................................................4 Airlift Doors, Inc. .............................................................6 Blendco .........................................................................25 Carolina Solar Structures................................................4 Carwash Solutions ................................Inside front cover CleanEdge .............................................Inside front cover Con-Serv Water Recovery Systems ..............................22 Diamond Shine .............................................................28 Ecolab Vehicle Care ......................................................19 Etowah Valley Equipment .............................................28 Extrutech Plastics .........................................................13 HOWCO .........................................................................12 ICA ................................................................................18 Magic Blend Automotive Care Solutions .......................16 Mang Insurance ............................................................13 Micrologic Associates .....................................................2 National Pride Equipment, Inc.......................................19 New Dawn Distributing, LLC .................Inside front cover PDQ Vehicle Washing Systems .......................................1 PECO Carwash Systems ...............................................22 Proto-Vest, Inc. .............................................................24 RDM Industrial Electronics, Inc. ............Inside back cover Triangle Car Wash/Sonny’s ...........................................26 Tri State Car Wash Sales .......................Inside front cover Unitec Electronics ...........................................................3 Vilco Supply ..................................................................10 WASHTECH....................................................................13 X-Stream Wash Systems, Inc. .........................Back cover


Membership Application Available


Contact Information Needed

Headline:

Documents

A Family Affair - Car Wash Magazine | Publication for Car wash