Southwest Car Wash Association - ADVANTAGE - 4th Quarter 2019

ADVANTAGE

Publication of the Southwest Car Wash Association

Fourth Quarter 2019

2020 Convention & EXPO SCWA IS HEADED TO FORT WORTH

CREATING NEW EXPERIENCES January 29–31 | Wednesday–Friday

Fort Worth Convention Center

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ADVANTAGE

PRESIDENT’S MESSAGE WELCOME to the 2020 SCWA Convention & Car Wash EXPO edition of the ADVANTAGE. Our theme this year is “Creating New Experiences”.

While we always strive to make the event an amazing experience for everyone, this year the theme has even more meaning. The SCWA Convention & EXPO has Andrew Zamora continued to grow and attract a SCWA Preside­­nt large number of attendees from across the U.S. and even a few foreign countries. Because of our growth and efforts to give our attendees and exhibitors a first class show - the 2020 event will be held in a new and larger venue, the Fort Worth Convention Center.

In response to many requests we are also moving to a new day pattern for the 2020 Convention & EXPO – opening on Wednesday through lunch on Friday. 2020 will create new experiences with a new location and new day pattern.

This year all the exhibitors will be in one large EXPO Hall.

Creating New Experiences is the key for 2020. In addition to the new location and new days the SCWA event promises to provide even more reasons to attend. The size of the EXPO will increase to more than 340 booths with many exhibitors increasing the size of their booth spaces to display more equipment, supplies and services. The education program has always been recognized as “premier” among convention goers. 2020 will surpass all previous events with keynote speaker, Vice President Dick Cheney and CEO speaker, Chick-fil-A’s Arthur Greeno. In addition this year we will offer a new General Session on Friday, Winds of Change, which will feature a panel discussion moderated

by Professional Car Washing’s Rich DiPaolo. The well known panel will discuss important car wash issues including sales/lease backs; consolidations; saturation; current and future business climates and cycles; best practices.

As small business owners we are all busy, so the thought of taking a couple of days away from our business to attend a convention or EXPO can seem a stretch. But if we come away with only one good idea to improve our business and increase our profitability – then that is more than worth the investment. I personally have been in and around the SCWA for 20 years now and have benefited tremendously from each convention, tour and/or event, both from the knowledge gained and from acquaintances who have become life-long friends in and around the industry.

We know that time and money to attend the SCWA Convention & EXPO is a commitment on your part – so we have worked hard to make sure the 2020 program; EXPO and speakers bring the most relevant information, ideas and solutions to you.

I encourage you to register today and join us for SCWA 2020 in Fort Worth. The program is included in this edition and you can register by visiting www.swcarwash.org.

Kick off 2020 at the First Big Car Wash Show of the Year – I encourage you to come experience the power of the car wash community – Creating New Experiences with SCWA, January 29–31, 2020.

On behalf of SCWA we wish everyone Happy Holidays and a successful 2020.

INDUSTRY BRIEFS True Blue Car Wash has announced the successful acquisition of six additional Clean Freak Car Wash locations in Arizona, bringing the number of carwash units now owned by the company to 34, according to a press release.

With the purchase closed in mid-October, True Blue expanded its Arizona footprint to 12 individual express carwash sites, located strategically throughout the Valley of the Sun metro area.

Subsequent acquisitions of the remaining Clean Freak units are being contemplated over the next two years, according to True Blue.

True Blue began its acquisition foray into the carwash industry 3.5 years ago with the initial purchase of five Clean Freak stores in Phoenix, including the company’s flagship location at airport nexus 44th St. and McDowell.

The newly purchased facilities are distributed between the East Valley (Mesa), West County (Sun City), Central Phoenix (Thomas), North Phoenix (Union Hills) and fast-growing Casa Grande, south of Maricopa County and just off the I-10 corridor.

In addition to its growing presence in Arizona, True Blue currently owns and operates express carwashes as well as several full-serve washes in the states of Connecticut, Illinois, Indiana, Massachusetts and Rhode Island.

Mister Car Wash continued expanding in the greater Atlanta market, growing from 19 to 21 locations, with the acquisition of two Wash Factory Express carwashes.

“Travis Smith builds a nice carwash and runs a tight operation while delivering a solid customer experience, and we are excited to add his two locations to our platform in Atlanta,” said Casey Lindsay, vice president, corporate development. “Both of these locations are a great addition to the market, and we are eager to meet the residents of the Johns Creek and Canton community.”

Mister Car Wash will now operate the following Wash Factory Express locations: • 651 Riverstone Pkwy., Canton, Georgia • 11110 State Bridge Rd., Johns Creek, Georgia.

With this latest acquisition, Mister Car Wash operates 318 car washes in 21 states, the release concluded.

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ADVANTAGE GO Car Wash has named JT Thomson president and chief development officer, Ira Rotenberg chief financial officer and Brett Meinberg chief operating officer.

The installment of these three leadership positions strengthens GO Car Wash’s upward trajectory as it grows in markets across the country.

“We now have the key team to advance our acquisition plans for aggressive market expansion,” said Darren Skarecky, GO Car Wash CEO. “JT Thomson has been with GO Car Wash since its inception, has a clear vision of our path and applies astute leadership in developing business in each market we target.”

At the helm, Skarecky, who was previously part of the executive team at one of the nation’s largest carwash consolidators, and Thomson will intensely focus on new growth development through acquisitions and new site build-outs.

Rotenberg was most recently vice president of finance/ corporate controller at Phoenix-based American Vision Partners; prior to that, he was corporate controller at Avella Specialty Pharmacy and Isagenix International.

Through his 25 year career, he has developed scalable platforms for high-growth companies, according to Skarecky.

Meinberg was president and CEO of Car Wash Express in Colorado, director of information systems at Denver’s International Car Wash Group and sales engineer at DRB Systems, a premier carwash technology systems company.

“This is an incredible team with significant experience to rapidly grow GO Car Wash throughout North America,” said Thomson. “Brett’s tech experience in the industry is unmatched, and Ira’s impressive financial background completes our power team of industry leaders for this top-tier platform.”

“That’s when he started punching the window, trying to open the door,” Vaughan said. “He tried like eight, nine times, and it finally popped open, and that’s when he lunged in. That’s when I heard the first shot.”

The man inside the SUV fired about six times, according to Vaughan, and the reported aggressor was hit at least twice.

The shooter then fled but apparently changed his mind, broadsiding and rolling an unmarked police cruiser on his return to the carwash, where he surrendered to officers.

The officer in the cruiser was uninjured in the crash.

Police detained the shooter.

Jose Canseco - Las Vegas. It was the quintessential 1970s soul band Rose Royce that advised, “You might not ever get rich. But let me tell ya, it's better than diggin' a ditch.”

That's in reference to working at the car wash (yeah).

You know who agrees? Jose Canseco, who actually does have the riches to open his own car wash (yeah) recently in Las Vegas.

The ex-big league slugger and one-time Las Vegas Strip co-headliner (in “Renegades” at Caesars Palace) is unveiling Showtime Car Wash at 5893 W. Tropicana Ave. Canseco said, “The car wash came about because I'm a larger-than-life character and entertainer, so people are always interested in anything and everything I do.

Water Works Car Wash - Colorado Springs, a man who was with a woman and child in his black Audi confronted another driver at the Water Works Car Wash recently in Colorado Springs.

“This was a little traumatizing,” said Water Works employee Jay Vaughan. “I mean… I’ve seen dirty, messed up crap, but that was the first time I’ve seen something quite like that. A shooting right in front of me.”

Vaughan said he was checking the suspect’s receipt before washing his Chevrolet SUV, the article noted.

“This black Audi comes screeching up, and I look at the dude getting out of the car. I can see he’s already aggressive,” said Vaughan. “I mean, his fists are clenched, his face is red, so I step back from the [SUV], because obviously it was not me that had done something.”

The man in the SUV said, “What, you following me?”

Vaughan recalled, and the man approaching replied, “You know what.”

The woman and child in the Audi were watching the scene as well, Vaughan added.

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ADVANTAGE

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ADVANTAGE Why not make a tourist attraction that also offers a service?”

Canseco has never worked at a car wash—until now—but is known to keep his cars in terrific condition. His current ride is “a kind of super-fast Cadillac CTS-V, and for my slow and boring days I drive a Mercedes s550.”

MEMBER HIGHLIGHT PROFILES OF CARWASH SUCCESS: BUBBLE BATH CAR WASH CREATING A BUBBLE OF EXCITEMENT IN THE SAN ANTONIO COMMUNITY

Before the 1900s, baths tended to be social affairs.

According to www.medicaldaily.com, ancient civilizations from the Indus to the Roman to the Japanese constructed public bath houses that were as much for cleanliness as they were for other activities, such as exercising, socializing and even dining. In Europe, however, public baths waned in and out of cultural favor from the fall of the Roman Empire until the 1800s. Only the rich could afford private baths over these centuries, and depending on class and status, one might have bathed frequently or only a few times a year.

For Americans, the Civil War and its focus on helping wounded soldiers survive ushered in a new age of sanitation,

which may have been the starting point for Americans’ obsession with cleanliness. So it was that in the early 1900s baths ended up becoming a weekly tradition. At that time, a typical American family hauled water to its bathtub, heated the water and then let each family member take a turn, starting with the father and proceeding down to the youngest child (hence the origin of the phrase, “Don’t throw the baby out with the bathwater.”)

While bathing in America is a much more private (and easier) ritual these days, there is one type of “bath” that remains in a more social setting and often even involves entire families. Such a bath is for cars, and in the case of Bubble Bath Car Wash in San Antonio, this family business aims to make a splash in the community.

BUILDING A LEGACY

Larry Lopez had a dream: to build a family business that he could pass down to the next generation and the next. A retired dentist, Larry sought out an opportunity to build a company that would grow the family. That ended up being a carwash. In 2005, Larry and his wife, Rose Mary, opened Bubble Bath Car Wash as a single self-serve wand wash. Soon, though, it was time to take the company to the next level.

Nicholas Lopez, president of Bubble Bath Car Wash, joined his parents’ company full-time in 2008 when Bubble Bath was opening its first tunnel carwash. Lopez says that,

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ADVANTAGE ADVANTAGE while he was learning the business from the ground up, MARKETING “[I] realized that my passion really resided in the people — whether that be our customers, my team of employees or my community. Through my role as president, I get

Marketing - What has Changed in the Last 100 Years?

In 1975, the Federal Communications Commission (FCC) issued a largely overlooked ruling that allowed earth-orbiting antennas — satellites — to be used for broadcasting television over large areas. Around that same time, a little-known regional broadcasting network called Home Box Office (HBO) took notice, and decided to use the FCC’s landmark decision to begin distributing its own programming via satellite.

HBO’s innovative move would have a ripple effect that would spill over onto the landscape of marketing.

Soon, satellite networks proliferated, and with them, to touch each one to of target those facets of the leading marketers’ ability in ways thatbusiness, were never preoperations as well as marketing.”

Lopez’s wife, Carrie, viously possible. also provides creative input branding andtechnological marketing.

Since that time, there hason been so much Today, Bubble Bath has grown to five tunnel locations innovation that marketers are faced with choices beyond — with a sixth one on the way — and each member of the measure. It can be blinding and bewildering for anyone Lopez family is still contributing to the carwash and can charged with allocating marketing dollars on behalf be found on-site regularly. of a business. And, this very issue is what has caused As the business has grown, the Lopezes have recognized marketers to go awry. This is an age of unprecedented that technology is one of the most important aspects to communications, and yet many still struggle to connect advancement. “We’ve made a commitment to ourselves with one another. and to our business to reinvest, reinvest, reinvest,” Lopez But this problem is not the real problem.

THE REAL asserts.

“ThroughPROBLEM that dedication to growth and advancement, The true problem is that many marketers have we’ve invested in the very best too equipment that the market that only one thing has changed in failed to recognize has to offer.

We’ve also explored additional technologically marketing in the past 100 years: technology.

That’s it. Yes, advanced features.” youFor now have social media and tweets and followers and instance, Bubble Bath recently invested in anti-collision apps andtobranding and re-marketing and However, analytics one and software prevent accidents in the tunnels. focus groups and ROI and CRM and customer personas of the carwash’s more innovative additions was implementing digitalchoreographed and so on. It’s LED all certainly true.that But,iswhat has aand custom light show synced enabled nearly every bit ofradio it is technology. to the company’s personal station, Bubble FM 96.7, So prolific is the ofinto technology in marketing which customers canrole tune during their washes. that it hasHowever, become for some anthe alluring distraction.

Panic and peer it isn’t just tech inside the tunnel that makes pressure set unique. in, and organizations theteam latest and the this carwash The company’spursue focus on members greatest technology-based marketing tactics without taking and customer service is what truly drives brand loyalty. the time to thoughtfully consider a strategic approach. As DON’T BURST THEIR BUBBLES legendary philosopher and strategist, Sun Tzu once put it, “Our focus on our core values, customer experience and “Tactics without strategy is the noise before defeat.” community has really helped us stand out, because we Marketing must ultimately get the product or service truly do care,” Lopez states. “We view ourselves as not just into the hands of the customer — a real person. Marketers a carwash but also an important part of the community.” need to realize that it is way too easy to distract ourselves Bubble Bath has built up its reputation by investing a (via technology) away from what is centrally important great deal of time into selecting the best employees for its in marketing: generating a sale to a real person and, team, training them extensively and crafting the company’s hopefully, repeating that process again and again to her culture around exceptional customer service. or his delight.

Marketing strategy is not so much about a “We put copious amounts of effort into our employees,” plan, but a system.

Build your marketing (including Lopez says. “From extensive customer service training the to sale) around a strategically based, customer-centric sysoff-site team-building activities, we create an environment tem, then technology becomes true[work and valuable tool, where employees feel taken care ofa and in] a business and not a distraction.

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ADVANTAGE that they are proud to represent. That pride shines through to their everyday interactions with customers and is one of the major differentiators of our business.”

Part of focusing on the customer experience means listening to customer feedback and acting upon it, according to Lopez. For instance, Bubble Bath noticed that a number of people were asking if the carwash had extra towels lying around because they had forgotten their own.

Although the carwash has vending machines that sell towels, they weren’t meeting the need that customers were expressing, Lopez states. Therefore, Bubble Bath decided to implement a towel borrowing station at each location, and the initiative has been wildly popular, receiving overwhelmingly positive feedback.

“We listened, looked for a solution and acted quickly.

We are always looking for new and innovative ways to make the customer experience better. People recognize that effort, and it’s generated a great deal of brand loyalty,” Lopez recounts. “At the end of the day, a clean car is a clean car no matter where you go. What makes customers come to our carwash is the way they feel when they leave.

If you focus your time on your employees and making each customer feel like they are cared for and important, you will find yourself in a place that not only gives back to the community but also leads your business to success.”

Bubble Bath serves a very diverse population demographically and geographically, and it has built a wide-

spread, all-encompassing client base. The company places high importance on establishing its brand within the community and reaching a wider audience through dedicated marketing efforts. A look at the company’s social media pages will illustrate several examples of Bubble Bath’s clever advertising

techniques using its bathtub mascot. Take, for example, one Valentine’s Day promotion to sell gift cards that grabs attention with some reimagined song lyrics: “I like big baths and I cannot lie. You other bubbles can’t deny.”

COMMUNAL IMPACT

Bubble Bath isn’t just about making a difference to its customers — it also prides itself on making a difference in the community, whether in the carwashing sphere or its local hub. After all, Lopez is not only a member of the International Carwash Association (ICA) and the Southwest

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ADVANTAGE Car Wash Association, but he is also part of the New Leaders Council, the San Antonio Hispanic Chamber of Commerce, the San Antonio Chamber of Commerce and the South San Antonio Chamber of Commerce.

In fact, Lopez was also a part of the first Car Wash Executive Management Institute class recently hosted by the ICA at the University of Notre Dame. “Notre Dame and the ICA rolled out the red carpet for us,” Lopez states.

“It was an incredible learning experience that was more than education — it was inspiring. The professors were truly captivating, and the new [friends] I made I absolutely cannot wait to see… [at] next year’s convention.”

Bubble Bath also serves to help out fellow entrepreneurs (of the non-carwash variety) with its discount fleet program, called The Suds Squad.

“The Suds Squad has been a great way to better serve our community and engage with local businesses,” Lopez. explains. “As a family-owned business, we value partnering with other businesses that are contributing to San Antonio’s economic landscape and tailoring programs that meet their individual business needs.”

The Suds Squad allows fleet owners to choose from Bubble Bath’s carwash plans or choose à la carte services and customize them based on what is needed. The fleet program is open to cars, pickup trucks, vans and limousines, and with a simple barcode, these vehicles can enjoy unlimited washing at Bubble Bath’s locations.

Bubble Bath Car Wash also supports the local community in other ways, both from an environmental standpoint and a humanitarian one.

This carwash chain is a strong believer in respecting and preserving Mother Nature while decreasing its environmental footprint. Environmental awareness is even a key tenet of the business’ identity. Not only does the carwash use eco-friendly chemicals, but it also utilizes chemical delivery and water reclaim systems that result in using just 26 gallons of water per car. The carwash is even part of the San Antonio Water System WaterSaver Car Wash Program, which was established back in 1997.

Bubble Bath has also installed solar panels at three of its five locations and has plans to expand them to the other washes as well. The company’s website even has links showing its electricity usage and savings from those three locations.

The company also gives back to the community by working with a number of local and regional nonprofits as well as other organizations, such as schools. “As small business owners, we love and work in San Antonio and are proud to give back, but it’s also created a lot of local love,” Lopez notes.

In the past few years, Bubble Bath has partnered with organizations that include The Children’s Shelter, the San Antonio Humane Society and San Anto Cultural Arts. In fact, Bubble Bath just held a community mural paint day in collaboration with San Anto Cultural Arts this past July,

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ADVANTAGE where neighbors, friends and customers came to put the finishing touches on a 130-foot-long mural honoring the Old Spanish Trail. The mural was unveiled on Aug. 15th. at the company’s Fredericksburg Rd. location.

Bubble Bath also partners with other entrepreneurs in the area, such as Space Wrangler Sno Balls, which serves New Orleans-style sno balls (confections of finely shaved ice) from a food truck. The carwash came up with the idea for “Sno Ball Mondays” at its Austin Hwy. location so that customers could buy a cool treat during the summer.

During an especially hot week, they even extended the partnership over multiple days.

“We work diligently to make sure that every customer leaves with more than just a clean, shiny car, but also with a true sense of our commitment to customer service and the community. While we want customers to have a phenomenal carwash, we’re more interested in the overall experience — from the attendant who meets them at our pay stations to the team member scrubbing their car and guiding them into the tunnel and even to the manager who is actively walking around asking customers about their experience,” Lopez concludes. “We like to say, ‘It’s more than a carwash — it’s a Bubble Bath!’”

TO FLASH OR NOT TO FLASH

Meagan Kusek is the senior editor of Professional Carwashing & Detailing.

Once you have the lighting pattern decided, it is time to pick colors. Single colors are the best value due to a smaller initial cost. There is an advantage to assigning a given

PERSPECTIVE Is Your Light Show Bringing Them Back?

We get a lot of questions from owners about what the optimal car wash lighting setup is. Is there a perfect formula to bring customers back? To be quite honest it depends on several factors we'll review - let's take a look.

Every location is different with regard to physical layout and primary customer demographics. Here are some pros and cons about each method you can apply to your car wash to ensure that the lights you select will be a draw rather than a deterrent.

LIGHTING PLACEMENT

Should the lights be on the front or the back of the arch? When it comes to mounting, think about what option works best for your specific needs and the effect you are trying to produce. When it comes to simplicity in mounting, the front is far easier because the equipment is usually mounted to the back. Additionally, this placement will provide visibility as the customer enters the carwash.

The downside is that the lights will be out of view after entry. A more visually impactful experience is possible by placing the lights on the back of the arch. This will ensure that the customer is immersed in the light show after the initial foam treatment.

What kind of car wash lights should be used? Should they flash or glow steadily? Is a single color enough or will multi-colors be more attractive? These topics have several answers each, so we'll address them separately.

Flashing lights work great for attracting attention and being exciting, but they can also be overpowering for some customers. Solid lights may be less interesting to watch, but they make up for it by being brighter than their flashing brethren.

Another benefit to solid lights is that they can confirm delivery of wax, sealants or other applications. An ideal scenario is to use a mixture of both flashing and solid lights, one to garner attention and the other to verify application delivery.

Again, knowing your customers will be a key point in developing the best experience. If your car wash demographic is younger, then focusing more on flashing lights may be a smart marketing move. If your customers tend to be less… flashy, then relying mostly on solid illumination may work best.

HOW MANY COLORS DO YOU NEED?

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ADVANTAGE color to a particular premium application. Customers associate that color with the premium application, boosting the overall return on investment for single color lights.

On the other hand, multi-colored lights have the benefit of always allowing a fresh look. For example, you could easily celebrate holidays through your light patterns; red and green for Christmas, yellow and orange for Halloween, and red, white and blue for Independence Day. This can give your car wash a certain personality that matches with the average customer or community at large.

TO BLACK OUT OR NOT TO BLACK OUT?

The last piece of the equation is what type of overall tunnel illumination works best for your demographic.

Naturally, the basic options are the traditional bright tunnel or the latest trend of blacking out the tunnel entirely. But did you know there is another choice that gives you the best of both worlds?

A dark tunnel can be very dramatic, almost like an amusement park ride. The contrast of the dark background with LEDs flashing and colored foam stimulates the visual senses very effectively.

As the operator, you can control the experience by focusing the customer's attention on what you want them to see. On a practical note dark tunnels are far easier to keep looking clean and neat.

A bright tunnel gives the impression of being open, expansive and clean. Some customers may feel this type of tunnel is less claustrophobic than a dark variant. While application indicator lights can still be used, the sensory stimulation is at a much lower level than a dark tunnel.

For the ultimate in spacious sensation, some tunnel designs feature glass ceilings, allowing natural light to permeate the entire facility.

BEST OF BOTH WORLDS

Finally, there is the option of using hybrid lighting in the tunnel. This arrangement is set up to be dark in the forward wash area with a separating wall to a bright and open in the rinse and dry area. This has the dual benefit of having the dramatic effect initially and the sense of spaciousness after the wash application.

Upkeep in the forward area is made simple by the dark walls and lack of ambient illumination. Cleaning any panels in the brighter, open drying area is made easy since all dirt and reclaim water remain in the blacked-out wash area.

Which car wash lighting option is best for you depends on a lot of factors, and your marketing partner will help create a custom, personalized lighting proposal to attract, excite and win every customer.

Author: Robert Andre, Sonny’s CarWash Marketing

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S C WA C A R WA S H T O U R SCWA On The Road in Houston More than 200 Car wash owners and suppliers converged on Houston recently for the October edition of the popluar SCWA Car Wash Tour.

The event began with breakfast and a discussion on the state of car washing in Houston. Outstanding car washes visited included Whitewater Express; Waterfall Car Wash; Rainbow Car Care; WetZone; IShine.

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TECHNOLOGY Site Surveillance Update HOW MODERN SECURITY AND RECORDING TECHNOLOGY PROTECT CARWASH PROFITABILITY

Modern carwashes are incredibly busy operations.

Thus, it is no exaggeration to state that a thorough approach to site surveillance has become more important.

From the standpoints of safety and security, tracking daily operation and monitoring managerial concerns, carwash site surveillance is supremely important. Curtis Ray, vice president at Acquire Video Security, notes that the automated carwashes of today are basically “a large robot” with lots of moving parts that can injure customers and employees alike. For this reason and many others, an operator needs to have proper surveillance and monitoring systems in place to make sure an operation is running correctly. Thankfully, in today’s world, securing a site is easier than in the past.

This is the age of electronics, and surveillance systems are no longer a desktop PC buried in a location’s basement, according to Jennifer Spears, sales manager with CarWashCameras.com.

Technology such as smartphones and other options can keep information at an owner’s fingertips. This user-friendly

technology, with immediate access via the internet, gives an operator the ability to monitor a wash from every angle 24 hours a day, seven days a week.

“Modern carwashes are leaps and bounds above where the facilities were just a few years ago,” Spears continues.

“They are high-tech with tons more options, capabilities and fail-safes. Having dependable monitoring for the entire property, along with a surveillance system to capture car condition in full-serve tunnels and express facilities, protects not only your investment in the property and equipment but also your peace of mind.”

LATEST SYSTEMS

Today’s surveillance systems offer a number of features that can help any operator in a myriad of ways. Regarding the pre-existing damage component, Ray reveals that operators will want to capture high-quality images of customer vehicles before, during and after the wash cycle.

If there is a dispute claiming the carwash caused damage, the operator will want to go back and see if the damage was there before the wash began.

Spears states that modern, flexible surveillance systems give owners the ability to accomplish many tasks while off-site. From anywhere and at any time, an operator can check how busy each wash location is. Remote monitoring using high-speed internet is a benefit made possible by internet speeds getting faster and faster.

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Unparalleled Hospitality including the famous SCWA EXPERIENCE

The focus of the 2020 SCWA Convention & EXPO is simple. Providing you with proven, time tested strategies, techniques and products to improve your business and create the culture in your operation to be successful.

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Thursday Highlights

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Keynote Speaker - 10:30 Vice President Dick Cheney

Car Wash Academy - 8:30 –11:30

• Served as Vice President of the United States during the eight eventful years of the George Bush presidency.

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Concurrent Sessions offering no nonsense business solutions; management, strategies and innovative car wash business ideas. The Academy will offer topics for all car wash models & experience levels.

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Southwest Car Wash Association

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ADVANTAGE This capability can ensure employees are making good use of their time, explain why an alarm went off or reveal if a customer ran into the tunnel equipment and is now trying to blame the wash. Recording vandalism issues,

monitoring the weather and further real-time examples showcase the fact that the possibilities are expansive with upgraded surveillance systems, Spears notes.

Higher resolution cameras are being created all the time, especially for the newer, IP-based surveillance systems, Spears reveals. Higher resolution makes a huge difference when a user is watching playback and trying to see finer details. For example, high-resolution recordings can help an owner document the license plate of a vehicle.

AREAS TO MONITOR

When it comes to camera placement, all carwashes need recording components for instances of theft, liability purposes and monitoring people coming onto the wash site. Ray recommends clients basically be able to record footage covering every bit of the wash property. Since operators are responsible for the site and anything that occurs there, they ultimately need to have some sort of surveillance for all areas.

“Everything but the bathrooms’ is my kind of moniker,” Ray continues. “There’s reasons for that, but we don’t get too crazy.”

First, coverage is needed everywhere there is money, including pay stations, vending machines, etc. Next, operators will want to cover pump rooms, hallways, break rooms — basically every area where there are employees, according to Ray. This provides documentation for potential issues, including slip-and-falls, workman’s compensation claims and possible instances of sexual harassment.

“Those are the areas where employees interact,” Ray says. “Then you’ve got a situation you need to have documented in case there’s a dispute between employees or even an employee and a customer in the lobby area. That’s why we cover all the common areas where the public is allowed.”

In states that allow it, Ray also suggests recorded audio surveillance. This is a feature that most systems should have, and the audio recordings can be called up if there is a customer dispute or other situation. Some states do not

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Spears agrees that carwashes should first put cameras where money is located. This includes the obvious places — changers, pay stations, vaults, vending areas and lobbies.

These are also areas where costs are incurred if expensive equipment is damaged or misused. Further, vacuums, bill acceptors, doorways, equipment rooms and other places are where thieves tend to break in and cause huge, costly amounts of damage. The damage will cost an owner on top of the money stolen and on top of the lost revenue that occurs when a wash is closed for repairs.

ADDRESSING DURABILITY

Simply put, carwashes and camera systems were not made to work together, Ray states. An operator must make sure he or she selects technology that can withstand the harsh carwash environment. These days, there are many systems available that say they are designed to withstand use in a carwash, but a lot of them really are not. There are certain types of higher-end equipment available, but equipment longevity is always a concern.

These days, there are many systems available that say they are designed to withstand use in a carwash, but a lot of them really are not. There are certain types of higher-end equipment available, but equipment longevity is always a concern.

“There’s a lot of stuff being imported from overseas that’s just not what needs to be in a carwash,” Ray says.

“We see them go in a lot initially, then we come in and replace them once the operators realize that’s not the environment for those [types of] systems.”

Spears cautions that if anyone offers a “one size fits all” surveillance system for any variety of carwash, the owner should “run away screaming.” Typical outdoor camera packages may be great for a day care or grocery store, but they are never ideal for a carwash. Carwashes are basically a miniature ecosystem. It is not just the fact that washes have moisture in the air, but it is also the chemicals that are in the air at all times as well.

“In the self-serve wash bays, in the tunnels, in dog washes, at the changers and vending, at the vacuums — it’s everywhere. Wash equipment corrodes because of all the same chemicals,” Spears explains. A regular camera cannot stand up to this kind of environment for any length of time, and neither can cheap cables or insufficient infrared LED lights built into cameras. If the equipment is not built specifically for — and tested in — a carwash, then the operator does not want it.

Finally, improper installation can be another costly factor, Ray states. Employees frequently power wash walls and perform intense cleaning tasks in tunnels and bays. To prevent equipment damage, an operator should ensure that the installation performed is top notch, or else the surveillance equipment will not last.

Carwashes are basically a miniature ecosystem. It is not just the fact that washes have moisture in the air, but it is also the chemicals that are in the air at all times as well RESEARCH STEPS

For carwash operators researching surveillance systems, Spears notes that the easy first step would be searching for carwash cameras in any online search engine. This kind of system is so unique that an owner will want to find and utilize the right company from the start. Proper research allows an owner to work with a sales staff that knows the industry and that can address factors operators face on a daily basis.

The last thing an operator wants to do is get an inexpensive system and rush through the installation process, according to Spears. Instead, an owner should aim to upgrade one time and utilize a system that lasts for years. This includes finding a company that has great tech support as well as tons of videos on the equipment and its features.

Proper research allows an owner to work with a sales staff that knows the industry and that can address factors operators face on a daily basis.

Ray points out that trade shows are great places to learn more about surveillance and site security. Everybody that is reputable in the carwash business will usually be at the shows, and operators can learn a lot during the events.

The subjects covered will go beyond video surveillance, and a carwash owner can find vendors that offer options for secure pay stations, locks, access control and other security factors that are important.

Ray concludes that carwash operators can always learn more from vendors, distributors or manufacturers. These are sources that can explain widely adopted industry recommendations. While there may be vendors out there that recommend different options, they are all trying to help carwash owners.

Written by Jonathan Abrams of Professional Carwashing and Detailing Magazine.

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ADVANTAGE

MARKETING The Art and Science of Carwash Menus PRESENTATION TIPS TO UPSELL WASH PACKAGES AND PROMOTE MONTHLY PROGRAMS

As the car care industry has increased automation and technology usage to fight climbing labor costs, the day-to-day functions of carwash businesses have evolved. Today, signage and automated pay terminals frequently greet customers instead of frontline employees. Wash package selection and the payment process are often completed before a vehicle even approaches the facility or any on-site workers.

Because of this, modern carwash menus are called on to be sales workhorses, especially in high-traffic operations.

The most effective menus adequately showcase all wash packages, upsell additional services and promote the benefits of unlimited wash programs. Even after a wash package is selected, additional menus and signage can promote popular or new services to customers as they wait in line or move through the tunnel.

Due to its importance, perfecting a carwash menu is a challenge that can require years of industry experience.

Though menu updates are now a carwash best practice,

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UPSELLING SERVICES

Pushing customers towards the packages that provide the best value and superior results is an important best practice for every carwash. A well-thought-out menu will lead customers to the packages that an operator wants selected, according to Sean McBride, director of key accounts with Cleaning Systems Inc. First, think through and decide which value-added services are must haves —

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ADVANTAGE wheel cleaning, triple foam, waxes, etc. “Package these together to create a great value proposition so that the consumer automatically thinks, ‘That’s a no brainer, a great value for the money,’” McBride suggests.

Another upsell trend for carwashes is creating a menu that actually displays and illustrates the different processes and services. This menu style prevents the use of too much verbiage on the display. This makes the communication clear and concise and lets customers know exactly what they are getting for their money, McBride states.

Bobby Jones, general manager with TSS Inc., explains that conveying value to customers is the first step a menu can take towards generating significant upsells. A carwash can display value visually by showing visitors why they should upgrade to the top package using a digital menu. If the digital display can actually show the wash experience that a customer receives when he or she enters the tunnel — before payment is received — owners should see a big percentage of people willing to upgrade.

“An example would be if you had an amazing light show at your wash,” Jones says. “If you [pay] for the bottom three washes on a four-wash menu, you do not receive the light show, but if you purchase the top package, you receive the light show. If you can convey that before they enter the wash and market it properly, we find a lot more people convert to the top package.”

Another best practice for menu upselling is showcasing the monthly wash program prices right underneath regular package pricing, Jones notes. Many wash operators are looking to take advantage of the reoccurring revenue that monthly membership plans provide. But, if the monthly pricing is not readily visible, the menu will not do a good job selling memberships.

Operators should make sure monthly pricing is visibly accessible in a way where customers can see the apparent value the program offers. For example, a $19 single wash price can be displayed next to a $35 monthly wash program cost. Here, a carwash owner can show that paying for two washes a month is more expensive than receiving unlimited washes for a month. Jones reveals that menu designers try to clearly communicate the value by stacking the two prices on top of each other. The customers’ eyes will quickly gravitate towards the monthly price, and they will clearly understand what the costs associated with each option are.

ART VERSUS SCIENCE

Often, both art and science affect the process of developing the perfect menu design. Artistically speaking, color is frequently used as a service confirmation when a customer interacts with a carwash menu. McBride states that color can be used to provide immediate gratification so that customers know they are getting the services selected. This mirrors

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ADVANTAGE operation in the tunnel or bay where there are now different colors used for soaps, polishes and conditioners.

Another art-based best practice is adding visual icons to signage. Jones notes that menu designs should build from the bottom up and drive customers towards the top

The menu design should not overwhelm customers. Try to use a balance when stepping up the icons, and remember the idea of customers being able to identify their needs quickly. If someone’s number one concern is the vehicle’s tires, he or she should not have to search a huge list to find the desired service package. This starts with the basic packages being displayed only as text. As the menu goes up, the design is loaded with icons visually showing what a buyer receives. For instance, if the added service is tire shine, the menu shows a tire. If the service is hot wax, hot wax is represented in some manner.

That said, the menu design should not overwhelm customers, Jones warns. Try to use a balance when stepping up the icons, and remember the idea of customers being able to identify their needs quickly. If someone’s number one concern is the vehicle’s tires, he or she should not have to search a huge list to find the desired service.

“You should visually be able to pull up, quickly identify what you’re looking for and move through the wash,” Jones continues. “This will increase wash throughout and generate additional revenue.”

The science of menu creation can have a lot to do with a wash’s physical location and local market. There are distinct differences in how East Coast and West Coast washes market to their customers, according to Jones. On the East Coast, there is the heavy influence of winter salt removal.

On the West Coast, washes are called on to remove bird droppings and love bugs during spring and summer.

A good rule of thumb would be to change the menu at least every 12 months.

Operators do not necessarily have to change the content, but a good visual refresh is recommended. Businesses should never want anything to become stagnant on the marketing front.

Another consideration is calculating the pricing that the location or geography warrants. The average top package pricing in the Midwest is lower than what is charged on the East or West Coast.

McBride states that internet research is an important tool for operators wanting to learn more about the science of carwash menus. A wealth of information is readily available to owners and managers at any time from the privacy of their home or office. Additionally, trade show venues and road shows that offer a hands-on perspective can help educate owners. Leveraging the research and gathered examples with industry suppliers is probably the best route to take, as an operator will definitely need to include local considerations as well.

DESIGNING AND TESTING

The menu development process Jones recommends involves an operator planning a consulting phase with a design specialist. The process will include consideration of three points: • The best price structure for the wash’s location • Engaging design elements • Industry best practices for menu layout.

These three factors are encapsulated into a consultative experience, and then the menu is built with the owner accordingly. Other considerations that may come into play are the service icons, naming of the packages, total number of packages and logo placement. Jones explains that these are ideas that should be discussed up-front during the design process.

Regarding testing, operators often push the new menu out first and foremost and then refine it based on approximately six months of sales, Jones reveals. Most carwashes do not necessarily run the A vs. B testing that is typical in

Has the ticket average and/or volume dropped? Have costs gone up but not prices? What is the competition doing?

Asking these questions and/or reviewing monthly numbers are always best practices when reviewing your menu or offering. advertising and marketing today. Instead, the process can be similar to trial and error. An owner can then order a different menu face six months down the road when an upgrade is pertinent.

When it comes to menu testing, the words “special” and “promotion” come to mind for McBride. Creating a temporary package or offer to gauge customer interest can be best to proof new ideas out. For example, what if a wash introduces a “rain guarantee” on the middle package for the month of May? Did more customers select it? Did it cost the wash too much profitability, or did it generate more sales? “We see retail stores do this all the time, but it’s not done enough in the carwash world,” McBride continues.

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ADVANTAGE

75% of Customers Expect Businesses to Create Better Experiences Through Technology*

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The Next Revolution in Car Washing DRB’s FastID™ license plate recognition identifies every vehicle that visits your wash, not just plan members. This allows you to: • Personalize promotions (10th wash free, birthday wash, frequent wash rewards, etc.)

• Identify non plan users and upsell them to unlimited plans • Identify house/fleet account members (police squads, taxi companies, etc.)

• Create self-serve wash plan signup at pay station or via website or mobile app

Our cameras utilize optical and infrared imaging to ensure the most accurate readings even in the most challenging environments (poor lighting, headlights, taillights, etc.).

• Existing DRB FastPass® customers can automatically migrate FastPass users to FastID

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TIME FOR A CHANGE?

A carwash owner should work to avoid customers getting complacent with a menu and its offerings. Jones states that a good rule of thumb would be to change the menu at least every 12 months. Operators do not necessarily have to change the content, but a good visual refresh is recommended. Businesses should never want anything to become stagnant on the marketing front.

“If you look at how often Starbucks refreshes their menu, their core competencies and concepts are always still there, but the way they present them varies greatly,” Jones points out. “It’s no different for carwashes. They should definitely be refreshing and renewing their marketing approach annually.” A marketing audit can be called on to show what is working, outline objectives, set goals and create a road map for completing the work and achieving results.

It can be tough to gauge how often a menu upgrade is needed, but there are certain warning signs operators should notice, McBride concludes. Has the ticket average and/or volume dropped? Have costs gone up but not prices?

What is the competition doing? Asking these questions and/or reviewing monthly numbers are always best practices when reviewing your menu or offering. Even so, owners should be mindful that too much change can end up hurting a brand too.

Michael Rose is a freelance contributor

2020 SCWA LIFETIME ACHIEVEMENT AWARD

WELCOME NEW MEMBERS The SCWA members listed below have joined SCWA since our last issue. We Appreciate your Support!

Scott Avant

Marcus & Millichap Houston TX

Lanese Barnett

Melissa Ortiz

Tommy Terrific's Car Wash Plano TX

Michael Brooks Red Cedar, LLC Houston TX

Mike Cherry Octaform Irving TX

Robert Dangerfield

H2O Express Car Wash Katy TX

Sarah Griener

Coinless Salt Lake City UT

Bryan Hage

Sonny's Enterprises Tamarac FL

Luke Harwell

Verity Power Group Houston TX

Alejandro Hinojosa, Jr. Coastal Splash Carwash Harlingen TX

Russ Horton

Ortiz Car Wash Houston TX

Craig Oudendyk

OLT Special Services AZ Scottsdale AZ

Viren Patel

C&B Chemical Conroe TX

Mike Reyna

Facilities Management Group San Antonio TX

Ronald Rice

Pinnacle PEO HR/Payroll San Antonio TX

Carolyn Rodriguez

Crystal Clean Car Wash Mansfield TX

Sam Sarate

Shine On Car Wash Alice TX

Mike Schlote

Waterway Denver Parker CO

Sam Siam

Reuton Holdings Austin TX

Waterdrops Express Car Wash Woodland Hills CA

Isaac Judkins

Robert Summerville

InnovateIT Albany NY

Jess Kappelman

SCWA is proud to announce that the 2020 SCWA Lifetime Achievement Award will be presented to Car Washing's #1 Fan, Brian Campbell. Brian is a legend in the car wash industry and a wonderful friend to so many car wash owners and vendors across the nation. Brian has been attending SCWA car wash events since 1992 and has a heartwarming story that is a true motivation to everyone. The official presentation to Brian will be made on Thursday morning, January 30, 2020 during the SCWA Convention. Congratulations to Brian Campbell from SCWA!

Ford Noe

Swish Car Wash Houston TX

RTJ Services Magnolia TX

Randy Townsend

Sands Investment Group Austin TX

DripDrop Marketing Zephyr Cove NV

Dinesh Mali

Jonathan Turner

Shanta Engineering Co. Irving TX

Levi McClendon OptSpot Chandler AZ

Rob Mixon

Landshark Express Wash & Detail Fort Worth CO

Big O's Auto Wash Addison TX

Steve Vetrano

Avondale House Houston TX

Susan Yetter

Cat Products/Run-Rite Stroudsburg PA

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DID YOU KNOW To be wealthy in the US requires $2.27 million? That is the average based on what 1,000 adults said when they were surveyed as to what their net worth would have to be for them to consider themselves wealthy.

More than half of Americans report being stressed out? About 55% of US adults polled said that they had experienced a lot of stress during the prior days, compared with a worldwide average of 35%. That puts the US at the same stress level as Greece, which had been the most stressed nation studied since 2012.

A downward head tilt signals dominance? Tilting the head down makes eyebrows look lower and more V-shaped– and that creates the impression of aggression, intimidation and dominance. The effect is present even when someone's facial expression is neutral, without muscle movement.

Carbon dioxide in the air is at the highest level since a time before modern humans existed? The gas is now measured at 415 parts per million. Even small amounts of carbon dioxide in the atmosphere can raise global temperatures.

Retirement confidence is at its highest? The strong US economy and continued good stock market performance and driving Americans optimism about retirement. According to a survey that began in 1990, 82% of retirees polled said that they were optimistic about their ability to live comfortably in retirement versus 75% who said that a year earlier.

Seven jobs skills now in high demand: Cloud computing— ability to create and use cloud-based applications through expertise in programming, database management and other areas. Artificial intelligence—expertise in big data, data visualization and multiple programming languages.

Analytical reasoning—strength in budgeting, finance, operations, logistics and actuarial science. People management— leadership capacity, ability to communicate with a diverse workforce. UX design—ability to improve the user experience of a website, app or digital product through software coding, visual design and communication. Mobile app development—skill in appropriate computer programming and coding. Video production—skill using editing programs.

The 10 companies with the happiest employees, based on comments posted at job-review website Glassdoor: Brain & Company, management consultants…Zoom Video Communications…In-N-Out Burger…Procore Technologies, provider of cloud-based constructionmanagement software…Boston Consulting Group…

LinkedIn…Facebook…Google…Luluemon, maker of athletic apparel…Southwest Airlines.

How to get your credit card's annual fee waived: Start by calling and asking—that is all it takes for some cards at some issuers. If a polite request does not work, explain

why you are asking for a fee waiver—emphasize what a good customer you are, how long you use it and so on.

If that still does not work, inquire about a specific-use arrangement: Some issuers will waive the fee if you spend a designated amount on the card within a specified time.

Helpful: If you are unsure whether to keep your card because of it's annual fee, explain this to the representative— you might get a fee waiver under customer-retention plans.

Buy your modem-router—do not rent it. It may seem easier to have your Internet service company provide a unit, but the cost typically is $10 to $15 a month. Buying one generally costs $100 to $200, so you will make back the rental cost in one to two years. Be sure to buy one that is on your Internet firm's approved list­—usually found on its website. After setting up your own unit, be sure to return the rented one.

Teen drivers with ADHD have higher crash risk. In the first month during which a teenager with attention­ deficit/hyperactivity disorder is driving, he/she has a 62% higher risk for a crash than other teens have. Over a four-year period, the risk remains 3 7% higher for teens with ADHD. Also: About 36% of teens with ADHD get traffic tickets in their first year of driving-compared with 25% of new drivers without ADHD.

BOARD OF DIRECTORS President: Andrew Zamora Lubbock, TX (806) 543-2775

President-Elect: Jeff Blansit Austin, TX (214) 912-1729

Vice President: Ryan Darby Tucson, AZ (806) 535-7275

Treasurer: Don Witt Dallas, TX (214) 358-2575

Past President: Tyler Furney Harker Heights, TX (254) 258-6786

Vendor Vice President: Bob Kopko Uniontown, OH (800) 336-6338

John Agnew Fort Collins, CO (970) 485-0287

DIRECTORS Steve Holcomb Edmond, OK (405) 844-9992

Mel Ulrich Weatherford, TX (940) 456-1082

Robert Andre Tamarac, FL (800) 327-8723

Pat Kirwan Imlay City, MI (248) 701-3977

Eric Warden Southlake, TX (817) 329-8777

Ronnie Corbin Plano, TX (479) 651-7239

Bobby Story Durant, OK (580) 775-1855

Shane Weiss Alice, TX (361) 664-8101

Executive Director: Chuck Space • 4600 Spicewood Springs Rd., Ste. 103 • Austin, Texas, 78759 • (512) 343-9023

www.swcarwash.org THE ADVANTAGE is the official publication of the Southwest Car Wash Association. It is published four times each calendar year by SCWA, 4600 Spicewood Springs Rd., #103, Austin, Texas 78759. The officers, directors and members of the Southwest Car Wash Association, as well as The Advantage editors, in accepting advertising for this publication, make no independent investigation concerning the services or products advertised and neither endorse nor recommend or make any claims as to the accuracy and therefore assume no liability thereof. The opinions expressed in the articles are not necessarily the opinions of SCWA and its publisher and therefore makes no warranties and assumes no responsibility for accuracy or completeness of the information herein. (512) 343-9023.

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SOUTHWEST CAR WASH ASSOCIATION 4600 Spicewood Springs Road Suite 103 Austin, Texas 78759

PRESORTED STANDARD U.S. POSTAGE

PAID

AUSTIN, TX PERMIT NO. 1142

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