Southwest Car Wash Association - ADVANTAGE 4th Quarter 2021

ADVANTAGE Publication of the Southwest Car Wash Association

Fourth Quarter 2021

Steven Foster

Newt Gingrich

Jerry Miller

CEO Forum

Convention Keynote

2022 Lifetime Achievement

PRELIMINARY SCHEDULE INSIDE Re gistration & P rogram - www.swcarwash .org

Discover PATHEON

®

Because today you’re expected to be an expert at eCommerce, employee scheduling, training, technology and data analytics all while running a car wash.

More than a POS, Patheon is DRB®’s powerful, scalable technology platform designed to continuously evolve and integrate with the changing needs of end consumers and car wash operators.

Built with hybrid-cloud technology, Patheon delivers omni-channel, intuitive experiences for customers, employees and wash operators.

•

Process transactions and manage unlimited plans with ease

•

Integrate with applications that save you time and matter the most

•

Transform data into insights

•

Respond quickly to competitive pressures

•

Deliver a smooth, seamless user experience

www.DRB.com

#ExploreGrowth 2 ADVANTAGE

Explore new paths to growth with Patheon.

Call 800.336.6338 to schedule a free demo.

PRESIDENT’S MESSAGE JEFF BLANSIT, SCWA PRESIDE­­NT WELCOME to the 2022 SCWA Convention & Car Wash

EXPO edition of the ADVANTAGE. The SCWA event continues to be one of the most popular car wash events and continues to grow bigger and better every year. Attendees come from not only the Southwest but also across the U.S. and even attracts international interest.

The 2022 SCWA edition moves the bar even higher featuring over 350 exhibit booths in over 85,000 square feet of EXPO space highlighting the very latest in car wash, lube and detail equipment, supplies and services. The EXPO Quick Talks are a very popular part of the EXPO Hall and will continue with a full slate of important car wash topics.

Be sure to check out the impressive list of exhibitors in this edition. So many attendees talk about how much they enjoy visiting the SCWA EXPO because they see all the top car wash companies both large and small in a relaxed atmosphere.

In addition to the EXPO – SCWA highlights the best “all around” education program to be found. We will kick off with the CEO Forum featuring national recognized speaker Steven Foster. Foster will present a lively and inspirational keynote, FULL-THROTTLE LEADERSHIP: RISING UP WITH PASSION, POWER & PURPOSE! If you are serious about your car wash business and want to make sure you stay relevant to your customers – this is a session you will not want to miss.

The Tuesday Car Wash Academy is being expanded to include a broader range of topics including a workshop specifically designed for car wash managers. This panel will feature important tips on “real leadership” and how to find the leaders in your organization.

The highlight of the three days will be the Convention Keynote Speaker Newt Gingrich. Newt is one of our foremost economic, social, political and security-focused thinkers of our time. This session in itself will be worth attending the SCWA Convention.

As small business owners we are all busy and have a lot going on in our lives – so the thought of taking a couple of days away to attend a convention can seem like a stretch.

However ROI is the key and if you can come away with only one good idea or new equipment insights to improve your business and increase your profits – then it is certainly worth the investment.

Here are five solid reasons to EXPERIENCE SCWA 2022.

See the Latest Equipment, Products and Services – Industry suppliers are some of the best resources for you to learn more about the current business climate. Discovering

innovative products and services for your business is necessary to stay competitive in today’s fast changing world. Plus our vendors who sell to the car wash industry fully grasp what is happening with your market. Invest the time in the EXPO to know the suppliers and turn them into your friends and allies.

Premier Education – No matter how experienced you are – everyone one of us can learn and grow. Working in a small business can often be isolating and without exposure to a variety of points of view, we can miss new ideas and trends that can impact future results. EXPERIENCE SCWA 2022 will expose you to new ways of conducting your business and being more productive.

Connecting with Other Car Wash Owners – EXPERIENCE SCWA 2022 provides a great opportunity to network.

Often competitors from other regions or states or even countries can become valuable resources for new ideas and learning new best practices. Avoiding peers for fear of others discovering insights in your business will limit your success. Collaboration is the easy to approach networking - because together people can help each other uncover ideas and discover inspiration when they get to know each other on a more personal level.

Share with Others – Each of us has ideas or experiences that can be valuable in helping others. EXPERIENCE SCWA 2022 gives us the chance to make the car wash industry a better place. What better legacy can you leave?

If your strategy is to be the best kept secret in the car wash community you will be missing a valuable opportunity.

Have FUN – After the last couple of years of COVID protocols and all the related issues in our business – this is the time so start the new year enjoying the unparalleled hospitality of SCWA. All work and no play can get old fast.

EXPERIENCE SCWA 2022 will add a layer of enjoyment to your business life by mixing a social aspect into your learning and business development.

EXPERIENCE SCWA 2022 is February 27 – March 1, 2022 at the Fort Worth Convention Center and offers something for everyone. The program and registration information is included in this edition of ADVANTAGE and you can visit www.swcarwash.org to register online.

Join us for the FIRST BIG CAR WASH SHOW of the YEAR! I encourage you to come experience the power of the car wash community as only you can in the Southwest – EXPERIENCE SCWA 2022.

On behalf of SCWA we wish everyone Happy Holidays and a Successful 2022. See you in Fort Worth.

ADVANTAGE 3

4 . 9 9 % FINANCING AVAILABLE ON ALL COLEMAN HANNA EQUIPMENT

INNOVATION SERIES

IMPROVED GLEAM MACHINE Pneumatic Retracts included. Tunnel space requirements of 13’- 4”.

Available in hydraulic or electric drive.

Upgraded detachable cloth with Velcro for easy washing ability.

* Terms and conditions apply

WATCH NOW:

104” STEPPED BRUSH

104” TIRE GLAZE

SHIMMY BRUSH

Cleans the outside and the inside

It comes with a Dual-Head Pump

The Shimmy Brush has 3X the

surface of the wheel up to 44 - 1/2″

allowing you to adjust the chemical

cleaning action; Cleans the grill, top

Diameter. Feathered Tips for washing

on the driver and passenger side

of the vehicle, and has a quick side to

the inside of the wheel. Sections

independently.

side shimmy technique!

alternate in 6” increments.

Ask about our LED Light variety!

IN BAY AUTOMATICS

CARWASH IN A BOX

4 ADVANTAGE

ADVANTAGE

SCWA MEMBER SPOTLIGHT: BARRY MCKAIG and above par for wash results to reach maximum efficiency. Monitoring the equipment with daily and weekly checks are a must to prevent potential mishaps or out-of-control usage — water, chemistry, etc.

“Speaking from the standpoint of our systems only, if completely biodegradable chemicals are always used and routine maintenance followed, quarterly nutrients need to be added to the system, and an annual filter change is required,” Gibney says. emembering a friend and devoted car washer.

R FINAL RESULTS

Barrythe Stephen born If maintained correctly, final McKaig results was provided October 18, 1957, in Fort Worth, by closed-loop carwashing should rival conventional Texas.states.

Sadly,The he unexpectedly wash quality, the NWI team path to achieve passed away October 19, 2021, at this quality is not without some increased maintenance age 64 (unrelated to COVID-19). requirements and equipment costs. But, these factors Barry proudly served of in the should be weighed against the savings reduced United States Marine Corps water and sewer costs to determine the feasibilityfrom and 1975–1981. After being honorably profitability of closed-loop operation. discharged from the military Ideally, a closed-loop wash is using completely he began a 40-year career in the biodegradable chemicals, operating true restoration car wash industry.

Like many, once ahe started, he wassystem that removes chemicals from the water and following the hooked. He spent most of his time in car wash operations, manufacturer’s required maintenance, Gibney specializing in maintenance.

In 2018, Barry joinedconcludes.

Auto If so, Services customers will not be able to fulfilment tell any difference in Wash working in their parts department. wash quality compared to the use of fresh water.

Barry was a true car wash enthusiast. The kind that filled his swag bag at the SCWA EXPO with any and every free By freelance contributor, Jonathan Abrams, Professional goodie; heck, he’d bring some back for you too. He loved Carwashing & Detailing. attending the SCWA Road Shows to see new ideas from other car washes and catch up with friends on the bus.

FINANCIAL

When he was on the job, he was the last to leave and the first to offer help. Barry trained and mentored hundreds of staff over his four-decade career and no doubt left many with lasting life lessons woven in.

Prepare Your Finances for an Emergency Handoff Here’s what some of his friends and colleagues fondly

Could someone step in and successfully manage your remember Barry saying: financial affairs if you are unable to do so yourself? Of “No problem.

I’ll beexecute right there.” course, you could a "financial power of attorney'' designating as a "financial agent" to act on your “Okay, I wassomeone just triple-checking!” behalfgotinit,financial matters if you're incapacitated. But “You bud!” just drafting that document with an attorney, which you “I’m just dandy and fine!” should do, doesn't guarantee that this relative, friend or adviser will know what to do. The issue isn't so much whether he/ she lacks financial savvy-it's that figuring out someone else's finances on the fly is a massive challenge.

Having a financial plan in place for health emergencies is especially on many people's minds now because of the coronavirus pandemic, but an incapacitating emergency could come up at any time. Here's how to prepare finances for an emergency handoff…

SIMPLIFY IN ADVANCE

Consolidate credit cards and bank accounts. Missed credit card payments are among the most common missteps when someone takes over your finances. The more cards you use, the greater the odds that there will be a problem. Cut back to only two, if possible.

If you have multiple checking or savings accounts, consider consolidating to one of each, preferably at the same bank-more accounts mean higher odds of overdrafts.

Especially troublesome are accounts with automated withdrawals or payments-easily overdrawn if no one is paying close attention. If there are lots of CDs, savings accounts and/ or moneymarket accounts at different institutions, some could be easily overlooked.

Stick with paper statements. It's perfectly fine for you of tolife’s access accounts One joysyour is when people online, but it's easy for someone ora be shut out of your online come into else yourto lifeoverlook and make only accounts, which mayWhile be difficult to access. Bills and lasting impression on you.

Barry was a that little arrive rough around statements in the the mail provide a wonderful edges, his dedication, loyalty, and fail-safe. That's true even if the financial agent doesn't live servant’s heart showed in near you-your mail canthrough be forwarded to that person by the both his work relationships and his post office or a trusted neighbor. friendships – which the two often blended As one lucky DRAFTtogether.

A ROAD MAP enough to a beconcise both, I will dearly missfinances. Having all of Create guide to your my friend and I know I’m not alone. your financial information in one place will save your When he wasn’t Barryand greatly reduce the odds designated agentworking, a lot of time loved spending time with his family, that something will be missed.

Handwrite this list, or type traveling world, andsave watching and printthe it. But don't it on your computer or send it the Cowboys.

Heincrease is survived via Dallas e-mail-that would the risk that this sensitive by his wife of 30 years, Suzanne, and his children Sarah and info could be stolen. Among the details to include...

Zack whom he dearly loved.

Income sources. Note how each of your income streams -arrives-pensions Lanese Barnett, SCWA Presidentoften of and Board SocialMember, SecurityVice payments are Business Development at Amplify Car Wash Advisors; former direct-deposited into bank accounts, for example. If you colleague of Barry McKaig.

SCWA MEMBER HIGHLIGHT

Grit Trap Disposal Testing • Waste testing that meets any landfill or disposal site requirements.

• Soil, water, waste and air testing.

today Cal l us al i for spec g. ricin p A W C S

INTEGR TY testing Chris Ewert • (512) 891-7777 cewert@austin.rr.com 8127 Mesa Drive, #C-305 • Austin, TX 78759 www.integritytestingaustin.com 31 ADVANTAGE 5

INDUSTRIAL GRADE EQUIPMENT YOU AND YOUR CUSTOMERS CAN COUNT ON!

Super Flo - R.O. SPOT FREE RINSE SYSTEM

Call Us Today!

Vault Meters & Marketing

Flexible, reliable and profitable equipment is the backbone of any successful car wash.

Carolina Pride designs and builds the finest self-serve equipment in the industry.

Turn Your Wash Into A Reliable Revenue Producing Business.

WORKS GREAT WITH

(800) 421-5119

www.cpcarwash.com | sales@cpcarwash.com

225 Crown Blvd. Timberlake, NC 27583 | PO Box 488, Roxboro, NC 27573 6 ADVANTAGE

3 INSURANCE COVERAGES ALL OWNERS NEED TO KNOW INSURANCE O ne very important aspect of being a business owner is

making decisions on insurance coverages for your business.

The following highlights several insurance coverages a business owner may want to consider.

Business Interruption Insurance Business Interruption insurance helps protect your wash against the income that is lost due to a covered property loss while it is shut down for repairs. Covered losses may include theft, fire, wind, ice, falling objects and lightning.

Read your policy to make sure you know which types of loss your policy may cover.

earnings are typically defined as revenues minus ongoing expenses.

For extra expenses, if it is necessary to expedite the manufacturing of replacement equipment or special

Let us say a fire damages your wash- The fire leaves the building unfit to do business in, and it destroys most of your equipment. Business interruption coverage may help reimburse you in two ways: For the loss of income during the period, your wash is shut down for repairs. Your pre-loss earnings are the basis for reimbursement under Business Interruption coverage. Lost

ADVANTAGE 7

shipping arrangements must be made. This coverage may help pay any additional expenses incurred.

Employee operatorsBenefits can appreciate the simplicity and convenience of Your people are the crucial system your credit card payments.

While someunderpinning operators may object to organization’s ability to growmaintenance and thrive. So how crucial transaction fees or monthly charges by banks are benefits to achieving your company’s goals & or employee processors, these fees are outweighed by the increased objectives?

They are extremely important. revenue. Adding a credit card system to a bay will more than are payemployee for the investment What benefits? in the short term.

Customers will spend more time washing their vehicles We often get asked – what are employee benefits? after this upgrade, as most credit card systems utilize Employee benefits, also known as perks or fringe benefits, a “count up” versus a “count down” charging method. are provided to employees over and above salaries and Walter states that with standard cash payment equipment, the self-serve bay timer will start counting down once Commercial umbrella insurance provides coverage the minimum payment is met. Typically, there is a “last tominute” pay for costs limits. down. alert hornthat that exceed goes off liability as time is running With a credit card payment, the system starts counting up once the transaction has been authorized. Once the wash is completed, the customer is instructed to push a stop button to end the transaction and determine the final charge. “This method keeps the customer from rushing to finish,” Walter says. “There is no ‘alert’ horn to instinctively hurry them up. Some operators have seen average wash tickets increase by 50% versus using cash.”

McCarty notes that years ago self-serve carwashes were called “quarter carwashes” simply because that was the only payment option available. At first, self-serve sites would have a bill changer, and eventually many operators began adding tokens. These token dispensers could process credit cards, so it provided an economical way to accept credit card payments at a self-serve carwash.

wages. These employee benefit packages may include ADVANTAGE overtime, medical insurance, vacation, profit sharing and retirement benefits, to name just a few.

Eventually, bill acceptors were added to the meter bay What Is Commercial Insurance? door and then credit Umbrella card readers.

Since some of the first Commercial umbrella insurance you extra credit card readers were “a littlegives pricey,” somecoverage operatorsto help pay for costs that exceed certain liability policy would opt for only one or two bays to accept limits. credit Without this type of commercial insurance coverage, you’d cards, McCarty explains. Operators would monitor the have to pay out of pocket for liability claims that cost more performance and hold down associated costs. With new, than your coverage limits. This can include: affordable credit card acceptance systems, operators can • Legal costs economically add credit card acceptance to their self-serve • Medical bills bays, vending machines, vacuums, etc.

• Damage to other people’s property • and settlements EVENJudgments MORE ADD-ONS

The most popular add-on service equipment for selfChoosing an Agent Equal to the importance of choosing thedryers, correctaccording coverage isto serve locations is tire shiners and air the task ofTire choosing correct insurance agent. Thanks McCarty. shinerthe equipment can be added in a baytoor the advances in technology, noshine longerisinevitable on many a vacuum station.

One reasonit is tire a popular that you choose thatthe is located to your wash. add-on service the is agent because resultsclosest are immediately visible.you There nothing rubbing the pad When start is your search like for an agent, you’ll haveon a the couple of different typesrich, to choose an tires and seeing that dark from. finish;You it can trulypick accents independent agent or dryers a captive direct) in a clean vehicle.

Air in (sometimes the bay arecalled increasing agent.

An independent agent willgive haveself-serve contracts customers with popularity because they finally many different insurance companies.

A captive agent the opportunity to air dry a vehicle. Dryers have proven writes company.

It is generally to your hugelyexclusively popular inwith areasone with a lot of motorcycles. advantage for your agent to be able to solicit coverage for With the advancement in credit card technology, gift your operations from multiple sources. cards and loyalty programs are new options available -for Melissa Pirkey Car Washsays.

Division President and Vertical bay washes, Walter TheVice credit card systems that Leader of Assured Partners/Midlothian Insurance utilize loyalty or gift card options offer customers payment flexibility. They can use these loyalty or gift cards in many different ways and on multiple pieces of equipment at the

Washworld of Central Texas Your Source For All Things Car Wash ®

Washworld of Central Texas is the only stop you need to make for Washworld equipment. As a Stocking Parts Distributor, we carry a large inventory of parts for Washworld systems as well as the PDQ Laser 4000. For Washworld equipment sales & service, chemicals and National Pride self service, Call Wes Frank at ®

Washworld’s Profile, is a soft touch system with standard features such as Washview® HMI On-Site , VS2® Vehicle Sizing System and Flex Pass® Dual Application System The wall mounted system eliminates the gantry for an open bay while Washworld’s exclusive Digital Surface Profile (DSP) utilizes 3D imaging to insure optimal cleaning.

Washworld’s best selling Razor® has earned the reputation of a proven system for its quality, dependability and longevity. Stainless steel throughout, Razor is built to last. Razor combines all of the great features for which Washworld is known.

830.624.4277

Profile and Razor were both designed with emphasis on durability, simplicity of use and reduced maintenance.

13

CERAMIC PROTECTION HIGHEST LEVEL AVAILABLE! RESISTS DIRT & DEBRIS REFLECTS HARMFUL UV RAYS ULTIMATE SHOWROOM SHINE

that feeling you get when your ride is untouchable.

amazing signage options available!

A new line, A new language.

It’s an all-new level of clean.

And the only way to describe it, is to redefine it.

Rust-Oleum is a registered trademark of Rust-Oleum Corporation used under license by DuBois Chemicals. © 2020 Rust-Oleum Corporation. All rights reserved.

HOW TO GET TO 10,000 UNLIMITED WASH CLUB MEMBERS PER SITE MARKETING T

he majority of car washes that have an Unlimited Wash Club (UWC) never get above 1,000 to 1,500 members. A growing minority are starting to reach the 3,000 members per location.

As an example, Mister Car Wash, before they went public, celebrated over 1,000,000 members at their 350+ locations or just under a 3,000 member per site average.

There are, still, however, very few carwash companies that are averaging over 5,000 members per location. Most of these washes, after reaching 5,000 members, are on their way to 10,000 members, because what it takes to get to 5,000 is very instructive on how to reach 10,000. And, believe it or not, there are actually some car wash chains that have gone over the 10,000 member per location mark already.

What follows are what my associates and I at Brink Results have found in working with our clients to be the key areas to pay attention to if you want to get to 10,000+ members per location.

Mindset The first change, and the hardest for many owners, is the mindset. After many years of evaluating the effectiveness of

$ per car strategies and more recently the $ per subscription plan results, the mindset needs to be on the number of UWC memberships.

The more focused on charging more per subscription an owner is the less evidence there is of the change in mindset.

Do you want 5,000 members at $20 for $100,000 in monthly revenue? Or do you want 3,000 members at $25 for $75,000 in monthly revenue? Seems obvious, but it is not. Why? Because people focus on ticket average and not on total members. As a result, a menu is created that focuses on plan average instead of maximum members. If priced correctly, maximum membership can also lead to maximum revenue and it has to be approached a little differently.

Pricing The first place that the mindset is tested is when it comes to pricing out individual items, as well as the subscription plans. There are a couple of parameters in pricing that are known that can maximize membership sign-up.

First, the monthly cost should be from 1.5x to 2x the price of each individual wash. So, for example, if the single wash prices were $7, $10, $14, and $18, the UWC plans might be

COMMAN DE R PAY STAT I O N

Commander brings the latest in technology and customer convenience to a compact and affordable pay station.

10.4” Customizable Touch Screen Display

Standard Tap & Pay

Custom Door, Cabinet, and Base Wraps Offer Buy-Ups, sell Wash Bundles, & issue Receipt Codes Accepts Chip Cards & Contactless Payment Custom Mobile App and RFID integration

Visit hamiltonmfg.com or call 888-723-4858 for more information

FOLLOW US ON SOCIAL MEDIA FACEBOOK.COM/KLEENRITECORP @KLEENRITECORP

KLEEN-RITE

w w H

HOG DADDY HOGS HAIR BRUSH

• Top of the line premium hogs hair brushes • 4” long hogs hair bristles in rugged aluminum head with bumper gasket KRV1102-R KRV1102-BK KRV1102-BL

Red Bumper Black Bumper Blue Bumper

m s t i i b

•

ORDER NOW!

•

KLEEN-RITE

HOG DADDY HOGS HAIR BRUSH • Long, 4” exposed bristle length with durable plastic head KRV1102P-BL

Blue Bumper

•

VALUE LINE

HOG KING HOGS HAIR BRUSH

p c W m

• 4½” long hogs hair bristles in an aluminum head with rubber bumper gasket • Stainless steel plate screws for stability KRV1100R KRV1100BL KRV1100

Red Bumper Blue Bumper Black Bumper

GREAT VALUE!

ARMOR ALL®

ARMOR ALL®

• 4 oz. pump spray bottles • 24 bottles per case • Renews and revitalizes vinyl, rubber and plastic.

Protects against harmful UV rays and oxidation that can cause fading, aging and cracking.

• 4 oz. cans • 12 cans per case • Restores tires to a naturally dark black appearance using intense foam and nourishing conditioners with added protection.

ORIGINAL PROTECTANT

AR13040

TIRE FOAM

AR40040

ORDERING You’ll find easy checkout, live chat, favorites list, resource and video libraries, and FAQ all at the touch of your fingertips.

REQUEST ONE OF OUR FREE GUIDES OR CATALOGS •MASTER •DETAIL •PRESSURE WASH

•SOAP GUIDE •TOWEL GUIDE

KLEENRITE.COM | 800.233.3873

12 ADVANTAGE

SCWA is continuing to identify resources that will help members and the greater car wash community rebound $15, than $20, $25, and $30. stronger ever.

We believe there are opportunities the topintwo washes be higher, to be Second, found even times likecannow.

This both effort will lead individually and in the club. into the 2021 Convention & EXPO and beyond. SCWA An example might $8, $15, $20, andof$25 for the singlesin a is developing plans tobeexpand many these efforts and $15, $22, $29, and $36 for the subscriptions. broader and expanded role over the next several years.

Third, the place to be aggressive in the low pricing is in the Thebottom SCWA resources links as twowebsite packages.provides Some washes start theirand subscriptions low as $10.to One 50+ location starts at $12.99. time – we allas continue navigate thischain unprecedented Although the most common base subscription price now is www.swcarwash.org $19.99, the $15 base is starting to grow in popularity. The Here are just a few of thedon’t actions reason most operators start SCWA that low undertook: is because–you

guessed it–it will lower the ticket average. Instead of how • Worked withmembers Texas and Governor Abbott have car many more higher revenue can to be achieved, the fearconfirmed is that the ticket average will be so low that washing as “essential businesses” initTexas. would not be “worthwhile”. This has turned out to be a

• Worked with in manyand other states, false fear.

TheSCWA objectivemembers is to be all inclusive appeal to

all levels of consumers.New And, with a low base price and high such as: Colorado, Mexico, Hawaii, Kansas, top prices the average almost always is in the low 20’s but Maryland Ohio; by providing information as to the with a lotand more members. essential business nature car One caution: Pricing aloneof will notwashing. make this happen. There

are other factors as well.

• Worked with many city and county officials to give Marketing

carThere washes theaspects optionofto open asthat essential businesses are four marketing can positively affect in the local communities such Dallas; ifFort sale of Unlimited Wash Club as subscriptions doneWorth; well.

First, on site signage isAlbuquerque. the most important issue to be Greenville; Houston; addressed.

The objective here Blansit, is to display the monthly According to President Jeff “I have been very plans across from the individual wash packages in such a proudway of the role SCWA has played in trying to keep the that the subscription value is clear and the Unlimited Wash Club is spelled out.

Gate arm signage and multiple car wash community working as an “essential business”. signs on site can all be promoting the UWC. We stand ready to continue our efforts on behalf of our Second, a sign-up card is needed that has the application members and the car wash community”.

AMERICA’S MOST DURABLE CAR WASH MATERIAL

INNOVATORS OF FOAM CAR WASH BRUSHES

SCWA MEMBERS IN forTHE the UWC on one side and elsewhere spells out the NEWS choice of plan and answers to a few of the most frequently

askedPeriodically questions. SCWA members are featured in national publication Third, promotions are not only great to launch an UWC Recently SCWA member The Wash Tub’s employee was highlight subscription, it is also good to shake up sales and get a in Professional Detailing. program moving.Carwashing An example&might be $10 for the first month for any level of subscription.

Fourth, most washes do not do much off-site marketing but it can be extremely effective if the right media is chosen and the advertising message is well crafted. For example, a billboard the right place and with a well-designed call to We are in proud to recognize today's rising young star action can have tremendous impact on car counts. player, Austin Mitchan.

People Austin Mitchan works as a manager for The Wash Tub i If the pay stations are not staffed, the results for most car San Antonio.

According to his Director washes will be very limited. This is a nominator, huge change Area from the original exterior express concept that had no one at the pay Mike Mireles, Mitchan is making an impact at a young ag stations and there is a substantial up-front cost to having at Thank you, Austin, our industry least one person out therefor at making all times. Also, it helps tobetter. have smiling, interacting with your customers.

Name:positive Austinpeople Mitchan However, this cost is worth it for the amount of sign-ups Age: 24 that occur with this staffing in place. That success requires Title: Manager some other aspects that have to be addressed as you will see below.

Workplace: The Wash Tub, S.E. Military location, San Anton Incentives Impact: Austin Mitchan has been with The Wash Tub f Financial rewards have usually proven very helpful to almostperformance. two years Paying and has greatly impacted improve those rewards every paythe busine period also helps reinforce those results. in that short amount of time. Mitchan is from the Sa An examplecommunity of an incentive program wouldfrom be to pay a Antonio and graduated Highlands Hig Customer Service Attendant weekly $2 per plan for the first School.

Following high school, he was accepted to th 15 sales, $4 for 16 to 24, and $6 for 25 or more in a week.

Obviously, the current volume at of Texas car counts is how you Mays School of Business A&M University, whe set the levels.

The objective is to add one to two dollars per he graduated with his bachelor’s degree in business.

30 and Under Rising Stars: Austin Mitchan

K

irikian Industries is in the forefront of foam washing material technology. With first hand knowledge and expertise as car wash operators, we have developed the Neoglide Technology specifically for the needs and demands of the industry. We are committed to customer service because we know and understand that customer service is the most important aspect for a car wash operator.

ESTABLISHED 1997

For more information, visit neoglide.com or call us at 609.586.8818

Made with Pride in the USA

SINCE 1997

ADVANTAGE 13

www.SonnysDirect.com 800-327-8723 14 ADVANTAGE

hour for employees for good performance.

For Site Managers and Assistant Managers, the bonuses should be monthly and based on net membership increases. This takes into account churn rates as well as capture rates.

Manager’s incentives are larger and have to be balanced against their other incentives. For successful performance in UWC sales, the objective is for a site manager to make $400 to $500 a month in bonuses.

Training Ideally, employees should be trained both in the office, on site outside, and then on the pay stations.

In the office or “classroom”, employees first learn the UWC plans available, frequently asked questions by the customer, how the sign-up process is handled, and then, most importantly, what is the script that is used with the customers.

Once the inside work is completed, then practice occurs outside until the role plays have created a process comfortable with the employee. Last, the manager or trainer goes out on the pay station and coaches the employee on their performance. It usually takes between 4 and 6 hours to get an employee performing effectively with a good UWC process.

Goals Asking customer service attendants to set goals on how many customers they want to sign up each pay period and supporting them on whatever their goals are is one of the keys to a positive environment at the location. Not setting quotas or focusing on sales is helpful because the CSAs working at a car wash are not professional sales people.

They need to see themselves as recommending to customers to consider an UWC plan, as opposed to putting pressure on customers to buy.

Management The keys to success for Site Management to be successful is follow-up. After training follow-up is especially needed in the first 30 days. Getting people to the point they are making money will help lock-in the right behaviors. Every day a manager should spend some time at the pay stations listening in to the transactions with customers. And, it is critical that there is positive acknowledgement of successful sign-ups. Accentuate success and provide coaching and mentoring when people are struggling.

Competition The number of conveyor car washes being built exceeds a thousand a year for the last few years. The most effective defense against other car washes is having the largest membership totals per location. So, in addition to being just good for business, how successful the UWC program is becoming a necessity for survival. We have started to see some markets overbuilt and the ones that are still doing fine have the most members. It is exciting to know how your business can be protected going forward.

Biggest Change The most exciting change that UWC subscriptions has brought to the car wash industry is that consumers are washing their vehicles more often than ever before. As a result, there is more opportunity for everyone in the car wash business to build their company into a financially powerful subscription business. And, one of the keys to maximizing success, is realizing that we are now in the subscription car wash business!

- Steve Gaudreau, President of Brink Results, LLC ADVANTAGE 15

16 ADVANTAGE

JERRY MILLER TO BE RECOGNIZED FOR SCWA LIFETIME ACHIEVEMENT AWARD SCWA NEWS S

CWA will be honoring SCWA Past President Jerry Miller with the SCWA Lifetime Achievement Award in ceremonies during the 2022 SCWA Convention & Car Wash EXPO. Be sure to join SCWA and the car wash community as we honor Jerry for his commitment and dedication to the car wash industry. The ceremony will be during the Monday morning General Session, February 28, 2022 at the Fort Worth Convention Center.

Jerry will join a long list of car wash legends including Mike Cornett; Jim Coleman; John Jurkens; Ron Peterson; Ben Alford; Brian Campbell and Sonny Fazio.

The following is a recent interview with Jerry Miller about his award and his car wash career.

Jerry - Let’s start at the beginning – tell us when and how you got into the car wash business.

What motivated you to jump in the car wash business?

At the age of 36 I had some health issues that made me

ADVANTAGE 17

18 ADVANTAGE

think about by future. I had always wanted to work for myself and maybe now was the time to figure out what I wanted to do. Jane helped me asking me, “if you could own your own business what do you enjoy doing that would make you the happiest?” I told her I loved to wash the car and thought that would be a great business to learn about. That’s when I asked John Clay to be my mentor and give me some direction on writing a business plan and the research that needed to be done. He even agreed to be an investor, but without any additional liability. That led to a meeting with Everett Roberts to discuss how to obtain a non-recourse loan and providing the names of potential investors. In 1987 we had a good business plan and cash to build our first location out of equity. John and Everett also agreed to be on the car wash Board, and we’ve worked together for almost 35 years.

What were you doing before you started in the car wash business?

Working as an Operations Manager for a construction company. Tom Magoffin was the Sales Manager for the same company. Tom was my business partner when we started the car wash company.

Tell us about your experience building your first wash.

We had a passion for washing cars, a business plan and a budget. Next we needed to figure the best equipment package (touch-less or soft cloth), the right chemical package and marketing plan. These decisions were made while the wash was under construction.

What did you see in the beginning that made you think the car wash industry had a good future?

The people. Everyone we met was willing to share ideas and give direction.

Your car wash operations have always been a family business. Tell us how you brought your family into the business with you.

Our boys worked at the wash while they were in high school for extra cash. Todd later went to work in the insurance field and owned his own company selling health insurance. Doug had his own landscape company while he was in school and joined me at Cityview Car Wash in 1999. Doug opened and managed our oil change and later became our Operations Manager at the Full-Service. Jane started her own company in 1989 selling gift items at the wash along with greeting cards and a snack bar. Going to the gift markets in Dallas and Atlanta was something we enjoined doing together. She had a lot of customers that came to the wash to shop and some even bought a car wash!

Who were some of the biggest influences on your career when you started?

SCWA Board members. I learned early on that the people serving on Boards are good at what they do and really love their work. Board meetings were not only an opportunity to work for the Association, but to learn what was working and what was not working at car wash locations in the region.

Other than the success of your various car wash operations - What do you think is the most significant impact you have had on the car wash industry?

Being able to pay it forward. I had the opportunity to learn from some of the best operators and suppliers in the car

ELECTRICITY $AVING$ ON YOUR BILL REQUEST A QUOTE

NOVO ENERGY SERVICES LLC is an energy consulting and advisory firm tasked with assisting in the procurement process for electricity and electricity-related products on behalf of our clients.

Operating out of Massachusetts, New York City and Dallas, we pair our extensive energy expertise with strong customer and supplier relationships to add value to the procurement processes. We strive to provide the optimal pairing of customer needs and supplier service offerings across all deregulated US markets.

Proud Supporter of

NOVO ENERGY SERVICES

REQUEST A QUOTE

Angela Souder, National Account Manager Asouder@novoenergyservices.com www.novoenergyservices.com

817.501.5076 ADVANTAGE 19

Simply Irresistible!

2021 SONNY’S

ons Innovati

Custom branded signage and lighting to create an on-site experience that dominates and has your customers coming back for more.

SCAN TO WATCH

180° Immersive Views

Arcade System

NEW from Sonny’s CarWash Signage

Programmable Light Show

Competitive Edge

Make CarWashing Easy www.SonnysDirect.com 800-327-8723

wash industry. Being able to help new investors coming into the industry was an opportunity to help them learn about our industry. Over the years we had numerous new investors come and work alongside our people to learn more about our industry.

What is the most significant impact the industry has had on you?

The friendships that we’ve made in the industry and the willingness to share.

Tell us more about your car wash operations and what factors made it grow?

Never thinking we had all the answers. The car wash industry has been the source of many personal and business mentors, particularly those I’ve been able to serve with on the boards. I’m also a member of a group of operators from across the U.S. and Canada. That opportunity has helped our business, and the friendships keep me enthused. Every day was a new day and new opportunity to learn.

What do you view as your biggest career accomplishment?

Listening to and learning about the Express Car Wash business from Benny Alford. Taking that leap of faith to offer a lower price point car wash along with free vacuums.

My biggest mistake was not offering membership subscription packages much earlier.

Being a part of the decision-making process that have helped the Association grow. Changing the convention format from hotels to the convention center.

Recommending that the Board meetings be held in smaller

Full service electrical & automation company with a focus in innovative solutions

866-803-3233 www.duratex-ie.com

communities that wouldn’t host a convention. This gave more operators the opportunity to be on the car wash tours.

Talk about what you see as the future for the car wash industry.

Express locations being open 24 hours a day. Being even more automated and able to process subscription cars after hours with no labor.

What would you be doing - if you had not jumped in the car wash business?

Probably something in the automotive industry.

What advice would you give to someone just entering the business? What advice for the operators already in the business?

Join SCWA. Attend the New Investor seminar at the convention and write a business plan……. Keep an open mind to new ideas.

We know you have received many honors –what makes SCWA Lifetime Achievement Award different for you?

It’s a very humbling experience to be recognized by your peers for doing something you love.

Tell us something others may not know about you.

I used to cycle about 3,500 miles a year……I enjoy spending time in the kitchen with Jane and understand I’m a pretty good cook.

Our University Car Wash was the official car wash for the Miss Texas Pageant.

Don’t Get Hosed.

Get 95 to 100% Car Wash Construction Financing.

DON’T OVERPAY FOR DEVELOPMENT CAPITAL .

STEPHEN A. SCOTT Developer/Borrower Advocate (214) 334-1486 Steve@EquityPerson.com

22 ADVANTAGE

Keep all your ownership and let us help you build your next car wash.

I’m Stephen Scott, the Equity Capital Person. I have 30+ years of experience and can help you today.

EquityPerson.com

SCWA 2022 KEYNOTE SPEAKERS CONVENTION & EXPO Newt Gingrich - Monday General Session

An intellectually fearless visionary and historian, Former Speaker of the

U.S. House Newt Gingrich is one of the foremost economic, social, political, and security-focused thinkers today. He is well-known as the architect of the “Contract with America” that led the Republican Party to victory in 1994 by capturing a majority in the United States House of Representatives for the first time in 40 years. Newt was also a candidate for President of the United States in 2012.

Speaker Newt Gingrich is Chairman of Gingrich 360, a full-service consulting, education and media production company based in Arlington, Virginia.

Gingrich is a Fox News contributor, podcast host (Newt’s World), and syndicated columnist. He is the author of 41 books, including 18 fiction and nonfiction New York Times best sellers. His latest books include Beyond Biden and Shakedown.

Gingrich and his wife, Ambassador Callista L. Gingrich, host and produce historical and public policy documentaries. Recent films include “The First American” and “Divine Mercy: The Canonization of John Paul II.”

Recognized internationally as an expert on world history, military issues, and international affairs, Newt Gingrich is the longest-serving teacher of the Joint War Fighting course for Major Generals. He also teaches officers from all six services as a Distinguished Visiting Scholar and Professor at the National Defense University.

In addition, Newt Gingrich served as a Member of the Defense Policy Board. He was a member of the Terrorism Task Force for the Council on Foreign Relations, and he co-chaired the Task Force on United Nations Reform, a bipartisan congressional effort to modernize and improve the United Nations.

Steven Foster - Sunday CEO Forum

“F

ULL-THROTTLE LEADERSHIP: RISING UP WITH PASSION, POWER & PURPOSE!” Steven Foster, is “One Man - on One Motorcycle - on One Mission” – to help individuals and organizations find and fuel their personal and professional lives with “Passion, Power and Purpose” to go “Full-Throttle!” An award-winning speaker, author, business consultant and team-builder, he knows first-hand, whether on a bike or in business, success and leadership requires creating opportunities for people to connect with others around shared interests and purpose that will inspire others to join the “Ride.”

Steven, who is also a Harley-Davidson LIFE member, experienced this first-hand in 2013, when he completed a solo motorcycle ride around the perimeter of the United States - a 34-day, 34-state, 13,000-mile journey dedicated to supporting veterans, active-duty military, and their families as an Ambassador for The Boot Campaign, one of the nation’s most-respected veteran service organizations. That journey is chronicled in his new book, “Full-Throttle Leadership: Passion, Power & Purpose on the Edge of America.” Steven returned from the road inspired by the beauty and resilience he encountered and determined to help small business owners become more successful through purpose-filled work and influential relationships.

When individuals and organizations have clear values and practices you have the fuel (leadership) necessary to influence, impact and inspire your business, no matter the circumstances.

Don’t miss this motivational and inspiring presentation.

ADVANTAGE 23

•

World Class EXPO featuring over 85,000 square feet of the latest car wash equipment, technology, products and services.

•

Premier Education Sessions targets all experience levels.

•

Nationally recognized speakers who will provide personal and professional growth.

•

Networking opportunities to meet and learn from the most successful business owners and operators from across the nation.

•

Unparalleled hospitality made famous by the SCWA EXPERIENCE.

The purpose and focus of the 2022 SCWA Convention & EXPO is simple: Provide you with proven, time tested strategies, techniques and products to improve your business in a relaxed and enjoyable setting.

Sunday Highlights Sunday Devotional @ Fort Worth Convention Center • 9:30am CEO FORUM 2022 • 10:30am Steven Foster

Steven Foster, is “One Man - on One Motorcycle - on One Mission” – to help individuals and organizations find and fuel their personal and professional lives.

Don’t miss this motivational and inspiring presentation.

EXPO Floor & Quick Talks Hours | Sunday 1:00 - 6:00 24 ADVANTAGE

Monday Highlights

Tuesday Highlights

KEYNOTE SPEAKER • 10:30am Newt Gingrich

• SCWA BREAKFAST Door Prizes & Introduction of 2022-2023 Officers & Directors Begins at 8:00 am

Former Speaker of the U.S. House Newt Gingrich is one of the foremost economic, social, political, and security-focused thinkers today.

• 2022 Lifetime Achievement Award Presentation • Car Wash Investing Basics • Round Table Discussions • Idea Exchange Sessions • Celebrate SCWA Evening Event

“Wonderful show, tremendous sessions... invaluable information, knowledge, and networking.”

• CAR WASH ACADEMY Concurrent sessions offering straightforward business solutions; management strategies, and innovative car wash business ideas.

The Academy will offer topics for all car wash models & experience levels.

PLUS Professional Detailing Educational Sessions presented by the International Detailing Association.

All Begin at 9:00 am • CLOSING SESSION - You will not want to miss!!

The Transformation of the Car Wash Industry Panel of Industry professionals discussing the transformation currently happening in the car wash world!

Begins at 11:15 - Adjourns at 12:15

EXPO Floor & Quick Talks Hours | Monday 1:00 - 5:00 ADVANTAGE 25

EXHIBITORS (To Date) Acquire Video 236 Aerodry Systems 100 Ahearn Signs 128 Airlift Doors 744 All Paws Pet Wash 114 American Changer 913 American Lube Supply 951 Amplify Car Wash Advisors 650 AP Formulators 351 A Plus Design Group 717 Arcadian Services 108 Ardent Advisory Group 134 Ascentium Capital 827 Assured Part./Midlothian Ins. 738 ASTROMATIC 849 Attlee Realty 721 AUTEC Car Wash Systems 948 AutoBrite Company 347 Auto Laundry News 950 AWS/WSI 625 Baker Equipment & Supply 427 Beacon Mobile 338 Belanger 605 Big Dot Lighting 337 Blair Ceramics 201 Blendco Systems 829 Brink Results 544 CAR WASH ADVISORS 639 Carwash Boilers 124 Car Wash Buildings 548 Car Wash King 739 Carwash Roller Company 444 CarWashWorld 226 Cat Pumps 909 Charger Prime Commercial 921 ChemQuest 136 Clean World Distribution 621 Coast Commercial Credit 601 Coleman Hanna 223 Con-Serv 551 Cooper General 917 CryptoPay 935 Dealer Industries 109 Dencar 247 Diamond H2O 943 DIXMOR 931 DRB® In-Bay Solutions 905 DRB® Tunnel Solutions 805

26 ADVANTAGE

D&S Car Wash Equipment 845 Elektrim Motors 117 Erie Brush & Manufacturing 436 Etowah Valley Equipment 939 EverWash 527 Extrutech Plastics 335 EZ PVC 142 Filpac 119 Fragmatics Mfg. 245 Gallop Brush Company 700 General Pump 344 Genesis Modular Buildings 112 G&G Industrial Lighting 834 GinSan 141 Hamilton Manufacturing 716 Huron Valley Sales 937 IDX 452 innovateIT Equipment 823 Innovative Control Systems 334 International Car Wash Assn. 852 International Detailing Assn.

949 International Drying 327 ISTOBAL USA 237 Jasco Construction 445 JBS Industries 911 J.E. Adams Industries 649 Kleen-Rite 923 KLOPP: Money Handling 345 KO Manufacturing 123 Kwik Industries 140 Laguna Industries 216 McClean Solutions 440 Micrologic Associates 205 Mile High LED Systems 825 Monitor Canopies 118 Motor City Wash Works 435 N1 Buying Group 129 National Carwash Solutions 305 National Carwash Solutions 213 National Carwash Solutions 319 National Pride/CW Superstore 835 Nuform Building Technologies 727 Oasis Car Wash Systems 635 Oil Changers 228 OptSpot 241 Parker Engineering & Mfg. 929 PDQ Manufacturing 705 Petit Auto Wash Equipment 550

PetroCal Associates 638 Premier 926 Professional CW & Detailing 851 Promo Car Care 645 Proto-Vest Dryers 113 QUALCHEM 105 RDM Industrial Electronics 945 Retention Express 147 RugBeater by Dralco 122 Self Serve News 947 Sensor Dynamix 745 Signature Series by CK 647 Simoniz 735 SoBrite 116 Sonny’s The CarWash Factory 505 Sonny’s The CarWash Factory 401 Sonny’s The CarWash Factory 405 Sonny’s The CarWash Factory 419 Sonny’s The CarWash Factory 519 SCWA 104 Standard Change Makers 952 Stinger Chemical 120 Suds 900 Superior Auto Extras 137 SWYPIT 552 Synergy Solutions 126 Tavacon 725 Texana Builders 235 Texas Car Wash Equipment 146 TEXAS MICROFIBER 434 The Insuracenter 230 The Wash Group 127 Tri-State Car Wash Supplies 752 Turtle Wax Pro 837 Valvoline 933 Ver-Tech Labs 824 WashCard Systems 130 Washify 634 Washing Equipment of Texas 813 Washlink Systems 817 Wash Mechanics 915 Wash Solutions 135 Washworld 729 Welcomemat 449 Western Carwash Insurance 144 Windtrax 820

2022 EXPO Guide QUICK TALKS

(see program for sessions & times)

CHARGING STATIONS

152

252

352

552 551

650

752

851 852 950 952 951

146 144 142

149 248

449 548 247

347

147 246 445 544 145 244

245 344

649 EXPO Lounge

345 444

647

849 948

947

745 744

949

845 945

645

943

140 141

241 440

136

638

338 137 236

237

738

739

837

735 834

835

939

639 337

435 436

134

937

334 135

235

634

635

335 434

935

130

933 729

128

230 228

126 124

829 327

427

527

827 625

127 226

223

118

112

825 824

725

923 823

123 721 820 319

419

519

119

921 621

216

116 114

929 926

727

122 120

931

129

716 717

817

917

117 213 915 113 813

913

108

911 305

405

505

109

605

705

909 805

205 105

905

104

100

201

401

601

MAIN ENTRANCE 11TH STREET LOBBY

700

900 ENTRANCE

SCWA CONVENTION REGISTRATION

ADVANTAGE 27

SPECIAL THANKS TO OUR SPONSORS DIAMOND DRB Systems Motor City Wash Works KEYNOTE Pro-Tech Service Company CEO FORUM Baker Equipment Innovative Control Systems CELEBRATE SCWA EVENT Gallop Brush Company International Drying National Carwash Solutions Sonny’s The CarWash Factory

ATTENDEE BAGS Blendco Systems SIMONIZ

CONVENTION BADGE HOLDERS QUALCHEM

LUNCH WITH EXHIBITORS Ascentium Capital Micrologic Associates Wash Mechanics

HAMPTON HAPPY HOUR AUTEC Car Wash Systems Coleman Hanna Car Wash Systems Welcomemat

HOTEL KEYCARDS Clean World Distribution Elektrim Motors Kleen-Rite

REFRESHMENT BREAKS Assured Partners

EXPO CHARGING STATION AWS/WSI

EVENT SPONSORS Ahearn Signs American Lube Supply Con-Serv Hamilton Manufacturing

Huron Valley Sales Jasco Construction Mile High LED Systems Stinger Chemical

28 ADVANTAGE Sponsors to Date - Call Today and add your name to the list!

THE BEST Attendee Registration FEBRUARY 27 - MARCH 1, 2022 | FORT WORTH CONVENTION CENTER CHOOSE EITHER ALL ACCESS REGISTRATION OR DAILY/SINGLE EVENT REGISTRATION

 All Access Member Registration Fees (per person).

INCLUDES ALL EVENTS: Sunday CEO Forum, Monday Keynote Address, All EXPO Hours Pass (Sunday & Monday), Monday Lunch & Celebrate SCWA Billy Bob’s Evening Event, Tuesday Car Wash Academy & Breakfast, All Seminars, Coffee Breaks & Convention Materials, On-Site Gift from SCWA! Received:

By Feb. 4

After Feb. 4

 SCWA Member (spouse or staff of current member)

$295

$330

X_________= $ _____________

 ALL ACCESS REGISTRATION & ANNUAL DUES PACKAGE - SAVE $25

$420

$455

X_________= $ _____________

One Year SCWA Membership (A $150 value) Included with this ALL ACCESS Registration Option.

(Required for New Members or Optional for Current Members)  New Member Package

 Renewal Member Package

 Daily/Single Event Registration (per person)  Sunday Daily - Annual CEO Forum, All EXPO Floor Hours Pass (Sun. & Mon.) & EXPO Reception (held on EXPO Floor)

_________@ $85 = $_________

 Monday Daily - Keynote Address, Educational Sessions, Breakfast, Lunch & All EXPO Floor Hours Pass (Sun. & Mon.)

_________@ $175 = $_________

 Tuesday Daily - Car Wash Academy Workshops, Breakfast, Closing General Session & All EXPO Floor Hours Pass (Sun. & Mon.)

_________@ $125 = $_________

 All EXPO Hours Pass Only - INCLUDED with any daily registration above - Sun. 1–6 & Mon. 1–5 PLUS Quick Talks Education Sessions on the EXPO Floor During Floor Hours

_________@ $50 = $_________

 Celebrate SCWA Event - Monday Evening SCWA is headed to Billy Bob’s at the Stockyards!

Please note: Space for this event is limited and pre-registration prior to Feb. 11 is required

_________@ $80 = $_________

Enclosed Check #_________________ TOTAL DUE $________________________ Please type or print - Make additional copies for multiple registrations - or attach sheet with additional registrants’ information.

Primary Registrant: Badge Name: First: _______________________________ Last: _____________________________ Email: _______________________________ Spouse/Staff Addition: Badge Name: First: _______________________________ Last: _____________________________ Email: _______________________________ Company: _________________________________________________________________________ Phone: (_____)________________________ Mailing Address: __________________________________________________________________________________________________________ City: ________________________________________________________________ State: __________________ Zip: ______________________

FOR BADGE & WORKSHOP PLANNING, PLEASE SELECT ALL THAT APPLY: Primary Area of Business: Your Title:

 Conveyor/Full-Service

 Exterior/Express

 New Investor

 Manufacturer/Supplier

 Self-Serve

 Automatic

 Lube/Detail

 Distributor

 Owner

 Manager

 Employee

 Check and explain if you have a disability/dietary need requiring special attention: __________________________________________________ Please note: We may not be able to accommodate all disability or dietary requests.

Payment Options: 1. Register with your credit card securely online at www.swcarwash.org 2. Mail registration form with a check payment to: SOUTHWEST CAR WASH ASSOCIATION 4600 Spicewood Springs Rd., Suite 103 Austin, TX 78759 Cancellations received in writing to the SCWA office by Friday, February 4th will receive a refund, minus a 20% processing fee. Cancellations after this date are non-refundable.

Transfers are welcome up to Friday, February 18th at no charge.

Reserve Your Hotel Room Today! Visit www.swcarwash.org for Group Rate Hotel Reservation options and links. The deadline for reserving an SCWA Group Rate Room is February 4th or until the Group Rate Blocks are sold out.

Have Questions or Need Assistance: Email: SCWA@iemshows.com Call: (512) 358-1000

Register Securely Online @ www.swcarwash.org

ADVANTAGE 29

MORE WASH POWER™

GET AHEAD OF YOUR COMPETITION

GET MOTOR CITY

More Throughput

Reliable

Superior Quality

Faster Line Speeds

More Uptime

Reduce Your Re-wash %

We have taken specific measures in designing our equipment to perform exceptional at line speeds in excess of 160 cars per hour.

Simply said, we clean at faster line speeds!

Designed to run... and stay running longer than the competition. We select premium components to ensure our customers are as successful as they can be.

Designed to clean... Better than any other! It is amazing to see how well we clean.

See for yourself, take some time to visit several washes and compare. Experience the WOW factor!

WASH STREET. 125FT. RWP SYSTEM

100

Manufacturer of Exceptional Conveyorized Carwash Equipment 866.362.6377

30 ADVANTAGE

sales@motorcitywashworks.com

www.motorcitywashworks.com

Motor City Wash Works, Inc. 48285 Frank Street Wixom, Michigan 48393

HIRING TECHNIQUES IN THE GREAT LABOR SHORTAGE MANAGEMENT These hiring techniques can help to recruit and retain staff in the

midst of an applicant’s job market.

This year, the United States economy has seen more job openings than ever recorded. Over nine million job openings were reported by the Bureau of Labor Statistics in the Spring of 2021. This number continued to grow throughout the year, surpassing ten million job openings in September of 2021. Surveys show that ninety percent of employers are struggling to fill open positions. Employers are seeing a decrease in applications for hard to fill positions. In an applicant’s market, employers must learn to adjust their expectations and hiring practices to make sure they are recruiting and retaining the staff required to keep their businesses going.

Over nine million job openings were reported by the Bureau of Labor Statistics in the Spring of 2021.

Review Job Requirements In the past employers have included job requirement wish lists in hopes of recruiting only the most qualified candidates. These lofty requirements may cause potential applicants to turn away rather than waste their time on additional applications. Employers should review their job requirements and consider what skills are most necessary for the job. Although some positions may have degree and experience requirements, others may able to get by with one or the other and additional training.

Make It Easy Employers should make the application process as easy as possible to entice potential applicants. Making the application easily accessible online and on paper could bring a new applicant in the door more efficiently.

Employers should also consider shortening applications to obtain only the most pertinent information. Interviews should be held all the time to ensure prompt offers before employees have committed somewhere else.

While reviewing the application requirements, employers should confirm that they are not asking any off-limits questions. Questions about previous worker’s compensation claims, credit history, and wage garnishment

are not allowed. To avoid discrimination claims, employers should be careful to inquire only about work authorization and not citizenship.

Finally, employers should avoid questions about pregnancy and focus on future career goals.

Asking these types of inappropriate questions may turn savvy applicant’s off to the employer’s application process.

Find New Recruiting Sources Recruiting applicants has become essential as employees are in higher demand. Employers should venture outside their normal recruiting practices and consider new avenues to bring in potential applicants. Even a help wanted sign could go a long way to inform local applicants that you are looking to hire. Also consider local churches, fairs, and festivals as a way to get the word out about open positions.

Employee referral bonus programs are a good way to encourage retention while appealing to new applicants by incentivizing current employees to bring in a trusted friend.

Also consider local churches, fairs, and festivals as a way to get the word out about open positions.

Build Relationships Finally, employers should build relationships with their employees in order to foster greater retention. In this economy, it is easy for dissatisfied employees to explore new opportunities when their needs are not being met at their current job. By building a relationship with their employees, employers are able to identify what is important to their staff and make appropriate resources available.

Fostering a friendly atmosphere may go a long way in encouraging employees to stick around and stay committed to the vision of the company.

- Jacob Monty, Monty & Ramirez, LLP ADVANTAGE 31

32 ADVANTAGE

CARWASH SECURITY BEST PRACTICES SECURITY T

hey say hindsight is 20/20 because once something disastrous has happened, you can look back and see all the ways in which you could have avoided it. Unfortunately, hindsight never solves your current problem, so your foresight needs to be 20/20 instead.

One area in which new carwash investors and owners can operate this foresight is in security. After all, if you knew when a thief was going to strike, you would put all your crime-deterrent strategies in place beforehand, right? But because you can’t predict if or when your wash will become a target of crime, you might find yourself hesitant to spend money on just a possible scenario.

Types of carwash theft Unfortunately, carwash-related crimes are topics that Professional Carwashing & Detailing reports on regularly.

Not only do thieves break into vaults and cash registers, but many will also vandalize vacuums and coin bay doors to try to reach the cash inside. The cost of replacing this equipment is almost always far more than what was actually stolen.

Carwashes are also susceptible to more than just regular break-ins. Theft can even come from the inside — your employees. According to Curtis L. Ray, co-owner and vice president of Acquire Video Security, “Dishonest employees are the number one problem for carwashes.”

Employees can embezzle, skim tips, steal customers’ or co-workers’ belongings and even assist in armed robbery as someone “on the inside.” Or, they may engage in theft in the non-traditional sense by giving out free washes to friends and family members or by falsifying an injury to get worker’s compensation.

Even customers can try to cheat you, whether by, again, vandalizing coin bay or vacuum doors in the hopes of getting more time, or through credit card fraud, which your carwash may be required to assume liability for in the case of fraudulent transactions. Also, carwashes are often victims of damage claim fraud, where customers will try to convince a carwash that it is responsible for damage to their vehicles and should pay the claims.

“Some opportunistic people absolutely see carwashes as a very easy target to get free money and work done on their car,” say Jennifer Spears, sales manager, and Allen Spears, chief engineer, with CarWashCameras.com. “Facilities with no vehicle inspection system in place will lose against a complaining customer every single time. Being able to prove there was or was not damage on a vehicle prior to it entering your tunnel [and upon exiting] is all it takes to disprove a claim and shut down the fraud.” It will appease your insurance company as well, and you can even receive

rate discounts if you put such a system in place.

The eye of the burglar With so many ways to rob a carwash, you’ll want to be sure to put in some measure of security for your new business.

Statistically, surveillance equipment is the greatest deterrent for criminals. In 2012, the Department of Criminal Justice & Criminology at the University of North Carolina Charlotte conducted a study wherein it surveyed 422 randomly-selected, incarcerated burglars. According to its findings, almost 60 percent of those surveyed said that the presence of an alarm or other surveillance equipment would cause them to seek out an alternate target. In fact, 83 percent of the burglars surveyed said they would first try to determine if an alarm system was present before attempting a burglary, and if it was, about half reported that they would discontinue the attempt; 27 percent said that they would only “sometimes continue.”

Starting a business takes enough money upfront as it is, and there’s no reason to lose more to theft. Furthermore, remember that having security equipment in place will not only protect your investment, but it will also make your employees and customers feel safer.

But what sort of equipment should you be looking for?

The Spears, in fact, created an acronym that they use to determine what is needed at the carwash: C.A.L.L. — Cameras, Alarms, Locks and Lighting. Some or all of these defenses will be necessary for each area of your wash.

Cameras “There is no one-size-fits-all camera system that will work for everyone,” the Spears emphasize. “A camera made for a day care playground isn’t going to withstand the harsh chemicals and humidity a carwash can throw at it. Getting the right camera for every area of the wash will make your life so much easier now and in the future.”

They suggest that new owners invest in good quality, IP68-rated cameras specially designed and tested for the carwash environment. IP68-rated cameras not only have full protection from dust and other larger, solid matter, but they are also able to withstand being immersed in water more than one meter in depth, making them especially waterproof. The Spears also recommend purchasing hybrid Digital Video Recorders (DVR) and infrared cameras that can be used during the day and night.

“A high quality, high definition camera system that completely covers the property [is] an absolute must as well. [New] investors should strongly consider an IPbased CCTV system due to its superior picture resolutions, increased service capabilities, future upgrade flexibility and ADVANTAGE 33

have income that arrives by check, explain where it comes from, when it should arrive and what to do if it doesn't the ability to adequately manage large camera counts,” Ray arrive.

Example: If you have a rental property, your adds. tenants or property management company might send With so many choices available, it’s important to find a you paper checks each month. surveillance equipment manufacturer that can walk you Recurring payments —— including mortgage/rent, through the entire process custom quoting, questions, utilities, taxes and (estimated income and sell property purchasing tech support — and taxes not simply the merchandise on sale for that week.made to personal taxes), insurance that’s premiums… payments Alarms assistance providers… and other bills that or household alarm systems areyour a no-brainer foraccount carwashes,” recur“Monitored on a regular basis.

Search checking and Ray says. “Alarm technology has evolved to the point to creditwhere card there transactions histories to make sure you haven't are many more features than ever before. While missed any these. For listing, provide your account they stillofperform theireach primary function to alert authorities in case of a break-in, many nowcompany's can be integrated with number, password/PIN and the contact phone access control, cameras and climate control.

These new number or website as well as a brief description of when systems, along with their smartphone apps, allow owners/ and how it istopaid.

Indicate you wire a check operators arm/disarm thewhere alarm remotely, monitor andor have adjust set upthe automatic payments from an account. thermostat, open gates and locks, turn lights on/ off,payments etc.”

Any made annually or semiannually deserve special attention —the lessgo often a recurring bill is paid, the And, while you cannot wrong with traditional security measures, such as cameras and alarm systems, Sears,it greater the odds that your financial agent will Jason overlook is the communications at Innovative Control whenwho reviewing your finances.manager The is common with longSystems, points out that new owners should additionally term-care insurance, home/auto insurance and property invest in other innovative types of security technology. taxes. Highlight the dates these are due, and add a For instance, Sears says, “Leading edge payment terminals warning that date sensors is important.

Example: vandals A woman feature twothis separate to deter would-be was in rehab afacility whenthat herdetects long-term-care policy's andathieves: sonic sensor when someone is in front of the payment terminal … as well as a seismic sensor bill arrived. The deadline passed before she or her loved detects vibration and movement when triggered by ones that realized anything was amiss. The insurer fused to tampering.” When a sensor is tripped, the terminal will reinstate the policy.

Helpful: Man insurers allow you to name a third party, such as a friend or family member, to be notified if the play a video to alert the criminal that the authorities have policy is behind in payments. been notified and also fire a relay to trigger an alarm.

Bank, investment and credit card accounts. Include Locks lighting each and institutions's name and contact phone number, Of course, new investors should safeguard the carwash account number and passwords/PINs. with locks on all types of doors and gates — walk-in, Financial professionals you work with.

This could garage/bay/tunnel, pay station, vacuum, etc. — but there include a taxtopreparer, estate attorney, financial planner, are other ways make your carwash a difficult target for investment adviser and/or trust officer.

Provide phone theft. numbers and e-mail addresses. into These pros Do might For instance, take your landscaping account. you be able to help the agent answer questions about your finances— have clear visibility all around the property?

Make sure, for though likely questions theirbuilding specialties. In instance, to trimonly bushes and treesrelated near thetowash regularly hiding places.

In addition, additionto toeliminate keeping potential this list with your plan, give it to loves keep your facility well lit, both inside and outside.

Consider ones so if all else fails, these people can piece together two-stage lighting that brightens when someone enters an your financial activity. area as well as LED lighting, which is more cost and energy Your personal information. Provide your full name, efficient than ever before. mailing address, email address and phone number(s), “Theft and employee theft normally happen because it’s date of birth, Social Security number and mother's maiden easy for them to do it and get away with it,” the Spears name. If “They’re you were widowed past five years, conclude. looking for the within oppositethe of working include yourmake late itspouse's personal info, too. Photocopy hard, so don’t easy for them.” your driver's license and health insurance/Medicare card By investing in security, you can not only protect your new and attach these to your financial guide. carwash by potentially deterring criminals, but you can also save money in the long run — money that you might not PROVIDE FURTHER GUIDANCE even realize you’re losing if you don’t.

Confirm that your financial guide is understood and

-properly Meagan Kusek, seniorWhen editor ofyou Professional & to your stored. hand Carwashing your guide Detailing financial agent, ask him to read it in your presence so

WashSolutions WashSolutions

Your Your single single solution solution for for all all car car wash wash and and detail detail needs. needs.

CHEMICALS CHEMICALS DETAIL SUPPLIES DETAIL SUPPLIES PARTS PARTS

34 ADVANTAGE

WashSolutions.com WashSolutions.com 214.904.1800 214.904.1800 800.880.0499 800.880.0499

EQUIPMENT EQUIPMENT INSTALLATION INSTALLATION SERVICE SERVICE

MARKETING PLAN EXAMPLES FOR SMALL BUSINESS OWNERS MARKETING A

s a small business owner, you have a lot on your plate.

You have to oversee everything from accounting practices to hiring. One of the most critical components of growing your business is your marketing strategy. Developing a marketing plan allows you to identify your target audience and reach your customers. It also clearly outlines the answer to critical questions for your team, ensuring that everyone is on the same page.

In this article, we’ll outline everything you need to know to boost your marketing efforts. We’ll provide you with a step-by-step guide to the things you or your marketing team need to include when crafting a plan. Lastly, we’ll give a couple of marketing plan examples you can use when designing your own marketing plan.

What is a marketing plan and why is it important?

A marketing plan is a document that outlines how you’ll introduce and deliver products to customers. It tends to highlight your business needs, detailing the steps you need to take to put yourself in the best position possible to sell your products. The document itself doesn’t need to be overly long, as it’s just one portion of your overall business plan.

But completing it will require extensive market research.

A market plan is not something you should complete overnight. Investing time up front to develop a highquality market plan will help put your company in a better position for success down the line. As Dave Lavinsky states in Forbes, “Done properly, your marketing plan will be the roadmap you follow to get unlimited customers and dramatically improve the success of your organization.”

Lavinsky also states that the right marketing plan will help you:

• Identify your target customers • Define how you’ll reach your target customers • Outline target retention strategies so potential customers become repeat customers

Whether you have a new product you’re looking to bring to market or are merely looking to change your current marketing campaign, taking time to develop a marketing plan is in your best interest. An effective marketing plan can help you acquire new customers and increase your market share.

Brainstorming your marketing plan Before you begin to develop your marketing plan, you need to sit down with your marketing team and brainstorm.

Below are the first things to consider when doing so.

1. Your business goals You need to consider your business goals before writing your marketing plan. Which type of product are you focusing on? What are your marketing objectives for running this campaign? How will you measure growth?

The goals you define should be objective and measurable.

For instance, “Increase sales of product X” is not a worthwhile goal. But, “Increase sales of product X by 10% by the end of Q4” provides you with something tangible that you can work toward.

2. Determine why a customer would (or wouldn’t) come to you Start by conducting a strengths, weaknesses, opportunities, and threats (SWOT) analysis. A SWOT analysis allows you to determine your competitive advantages and disadvantages. What are your unique selling propositions?

What sets you apart?

Determining why a customer would want to come to you involves much more than merely restating your business’s mission statement. You want to clearly define the purpose behind a customer choosing you over a competitor. Is using your product or service related to social status, everyday living, convenience, or something else? You should know and understand why a customer would choose you over a competitor and why they would choose a competitor over you.

Since this is an internal discussion among team members, it’s better to be honest and upfront. That way, you can address your weaknesses head-on instead of allowing them to hinder you throughout your marketing campaign.

3. Identify your target customers Your target customers are the people most likely to purchase your product. Take time to figure out what your ideal customer base is. Doing so involves combining both demographics and psychographics.

Demographic information includes age, gender, household income, marital status, homeownership status, and more.

Your best, free resource for demographic data is the U.S. Census Bureau. The Small Business Administration’s website also offers links to a handful of online resources for demographic information that you can use as well.

Psychographics involve analyzing consumer lifestyles.

You may need to conduct studies to determine the buyer personas of your target market. Psychographics involve asking customers what they think about various activities, statements, and interests. Reasons for their responses could include any number of factors, like a person’s lifestyle (e.g., healthy, active), social class, activities and hobbies, values, attitudes, and personality.

ADVANTAGE 35

ADVANTAGE Psychographic information is a little harder to come by

without membership to an analytics like can attestato the exponential increase organization of technology inside Nielsen since or Kantar Media.ofPsychographic data measures facilities the dawn professional carwashing.

From audience behavior (i.e., why a customer might buy automated pay stations to modern wash media to effective something). drying systems, the pace of technical advancement has 4. Analyze your competition been astounding.

The most critical competitors you’llhas facecreated are the ones who This continued development across-theare directly targeting your ideal consumer. Conduct an board change in the car care industry. Speed is king, and honest assessment of your competitors and what they have wash cycle have surged as daily vehicle counts to offer that speeds you don’t.

Also take some time to analyze have climbed.

But, this process of acceleration also ushered how they might react to your business. Are they prone to aggressive advertising, special offers? What indiscounting, the expectation of new servicesorand improved wash else might theyboth do totight maintain their brand awareness and a results.

Now, timing and effective operation competitive have becomeedge? important for every wash cycle performed.

How create a small business marketing plan To to maintain pace in this hyper-competitive market, every owner must stay current on collection, the capabilities Now that you’ve completed your data you needof today’s carwash control systems.

Often called to actually formulate your marketing plan.

Herethe are “brain” the key to include. offeatures the modern carwash, these carwash controllers connect the differentsummary phases of automated operation. Wash 1. Executive The executive summary is a breakdown of everything equipment, business systems, HR functions and that’s more included in your marketing plan.

Although the executive communicate and share information. Only by learning summary first, you should complete it industry last when best about this comes technology and implementing you’ve finished everything else on the list. practices can a carwash owner hope to ensure dependable 2. Mission statement and profitable operation.

You’ll also want to include a mission statement in your

KEEP IT plan.

MOVING marketing Although it should probably be similar, the

mission youInnovative use for yourControl marketing plan doesn’t Brian statement Bath with Systems notes necessarily have to be the same as your company’s overall that the newest carwash controllers allow vehicles to be

processed faster than ever before. High-volume express

mission statement. When crafting a mission statement, washes depend consider including:on functional speed and accuracy, and

these important • What you wantfactors to do are generated by the best integrated controller and management systems.

• Your reason for doing it The list of ways a controller keeps a carwash moving • people you’re doing it for across the industry have is The impressive.

Model controllers

very efficient abilities that allow bumper-to-bumper 3.

Situation analysis washing providing precise results.

Bath points This is an while overview of your company’s current state.

This out is where youcontrollers should include information suchdifferent as what you’re that new do this by allowing types of selling, what separates youthe from competitors, and your automation, like raising roller, to maintain a regular company’s best practices.

The more information you can flow of vehicles. add here, the better. You’ll paint a clearer picture for the Today, car-per-hour conveyor speeds currently vary in reader about what makes your company strong and what the — speeds ofdisadvantage.

150 cars per hour up to even 220 putsindustry you at a competitive cars per hour are common across the express world, Bath

Not only will you want to include information about your reveals. The large tunnel properties where operators have own company, but about other market influencers as well.

20-plus vacuum spaces have up speeds This is also the place where youreally want pushed to add your SWOT and profits across the board. analysis.

Overall, carwash tunnel controllers help operators dial

4. Target audience in theirdone profits provide a clean, dry andyour shiny vehicle, You’ve all and the work to understand who target according to Todd Davy, senior vice president of sales customer is, so spend time writing out a description of thisfor DRB Systems.

Other advances that modern technology target audience. It should be as descriptive as possible.

Don’t to include any data might allowsforget are integration of psychographic a controller and a you point-of-sale have well.

(POS)assystem.

To this end, the controller communicates

with the POSgoals system to make sure every customer receives 5.

Marketing Transfer marketing goals that you came up with to the washthe services for which he or she paid. thisTime-wasting section. Remember, you want to make your and costly rewashes cangoals become a measurable so that you can see the results.

Having goals Modern allows problem if a vehicle receives wrong services.

controllers work with other systems to address this issue.

Unmatched Performance.

EXCEL

NEW!

Reclaim Water Deodorizer

TM

Hyper-Concentrates

The pinnacle of performance.

Call today for a free sample!

1-888-783-SOAP apchemical.com

19

you to track progress so that you can make adjustments if need be.

a few so you can compare and contrast their services and value.

ADVANTAGE

6. Strategies and tactics washyour site. marketing If designedgoals properly, operatorsdetermine can put the Using as a blueprint, thegift strategies andintactics you’ll to achieve them.machines, These will card swipes the bays, onuse vacuums, vending air include the different types of media you want to use and machines, mat cleaners and other compatible equipment. the various outreach toolstoyou’ll use. piece This of This givesadvertising customers or the flexibility use any is the meat of your marketing plan. Spend time looking at equipment on the property with a single card. your audience and determining the best way to reach them.

“If a customer between a site with swipes Not every customerhas cantobechoose reached the same way. only in the bay versus a site with them on all pieces of You can use more than one strategy as part of an effective equipment, I think we all know where they are going,” marketing mix. For instance, maybe your digital marketing Walter says.

“Keep in mind, choose a wash for campaign involves using socialcustomers media to reach your many reasons, but two of the top reasons are target audience. But instead of utilizing a general,speed “one and convenience.

Both of these are achieved with the abovesize fits all” strategy, you decide to use LinkedIn to reach your older, professional demographic, and Facebook or mentioned flexible payment options.”

Instagram to reach college students and others in a younger CREATING PROFITABILITY demographic.

To push profitability on a self-serve site, Walter suggests Or perhaps you’d rather a more organic approach, that operatorsa find ways to keep customers happy implementing search engine optimization (SEO) andand in the baymarketing longer. Self-serve owners that content strategy. Don’t be should afraid toremember utilize they are in the business of selling various distribution channels when time. crafting your marketing plan.Walter shares some questions operators should consider: • Are theyour baysbudget clean and well-lit?

7. Determine • Does the gun or wand leak all over the customer?

Your marketing budget will need to strike a balance • Dobeing you have good pressure, wax but andlow presoak between high enough to makesoap, an impact thetobay? enoughinnot wipe out your start-up fund. Gather costs for Howyou do outlined the chemicals and have look on vehicle? the •tactics in stepsmell 4. If you thethe option of working multiple how mediawould outlets, gather from • Aswith an operator, you rate quotes the experience in the bay?

Marketing plan examples • Does the wash have doors on the bay, and are they Looking for on a little guidance regarding your closed coldmore days? marketing The examples below are two ofinour Once a plan? customer is relatively comfortable the bay, favorites.

They both give opportunities a clear indication of other additional profit cannot beonly evaluated, the typenotes. of information youthe need to include but also how Walter Outside of basic meter box functions, offering carnauba-based waxes, air need dryers or ceramicthorough you should be and how you to organize infused products can help keep customers in the bay your plan. longer. As previously mentioned, offering multiple forms of • Buffer’s Content Marketing Plan Template payment can increase revenue and maximize profitability.

• Palo Alto Software’s Marketing Plan ways for McCarty explains Sample that there are several operators to push a site’s Washbe appearance is If you’re not familiar withprofitability. marketing plans, sure to give the first consideration, and operators should: these a read before creating your own.

• Make sure carwash bays are clean A• successful marketing plan help you grow Make sure trash cans arecan emptied • Make sure no are growing around or in the wash.

Don’t overlook theweeds importance of your marketing plan.

“You never get a second chance to make a If done well, your marketing plan can quickly become first a impression, sofor make carwash facility is nice, clean rallying point yousure andthe your employees — something to and inviting,” McCarty says. strive towards and succeed at. It can also be a way for you Insideif you the ever bay, find operators should make certain to focus yourself uncertain about whichthat the functions are working as they should and direction to go. Take the time to create a marketingthat planthe equipment is delivering plenty of time chemical for each, that works. You’ll be thankful you put and effort into McCarty recommends. This ensures a wash is giving doing so. customers their money’s worth. Next, ask the chemical -provider Megan Sullivan, produced the QuickBooks Resource Center for products withbyvibrant colors and great smells. and syndicated by MediaFeed.org.

Customers will spend more time in the bay spraying on chemical products that look like they are “painting the

www.CoastCC.com

For More Information, Contact: Todd Aldridge 1-866-575-5885

Aldridge@CoastCC.com

Bill Baker 1-888-4280995 BillB@CoastCC.com

Michael Ford 1-800-400-0365 MikeF@CoastCC.com

commercial credit

Car Wash Finance Specialists •

Equipment Loans & Leasing

•

New Construction Loans

•

Acquisition Finance

•

SBA Loans

•

Land, Building & Equipment Finance

•

Remodel Loans

•

Refinance Debt

•

Working Capital Loans 15

38 214-998-8960, ADVANTAGE Call or e-mail us at: Melissa.Pirkey@AssuredPartners.com for a Quote

A FACE BEHIND THE BRAND: HOW TO HUMANIZE YOUR BUSINESS FOR MAXIMUM GROWTH MARKETING At the time of writing, Elon Musk has 59.9 million Twitter followers while Tesla has 10.9 million. Social media reflects real-world sentiments. Musk, a social-media-savvy tech billionaire, is overwhelmingly more popular than Tesla.

It demonstrates that the public is often more interested in the person behind the brand than the brand itself. Such a person can directly influence the success of the brand.

Why is this?

Long before social media up-ended traditional marketing, Zig Ziglar used to say, “People buy on emotion, and justify with logic.”

Tesla’s mission is to accelerate the world’s transition to sustainable energy. This is a compelling statement! It’s straightforward and logical.

Elon Musk believes it. He’s sharing his message, and we’re listening.

As consumers, we’re going to take the word of someone that we know and trust. We’re going to act on the information of someone that we believe honestly has our best interests at heart.

What kind of person does a consumer connect with so that they’re motivated to act?

whether or not other businesses address the current needs of their consumers.

People will follow an influencer on social media, and they’ll see how a product is used in everyday life. Putting a face behind the brand gives the audience a relatable person to connect with. As they grow to appreciate this person, they increasingly engage with the brand and patronize the business.

The face behind the brand offers unique expertise Thanks to Instagram and TikTok, it’s easier than ever for brands to have “faces” that the public can relate to.

Businesses can utilize this common feature by posting videos featuring a face that represents their brand. And, in turn, our brand gets the attention it needs through socialmedia platforms.

One great example of this is Gary Vee. He took advantage of TikTok while it was still a rapidly growing platform and worked his way through the competitive influencer world of Instagram.

He essentially gave authoritative advice during these financially challenging times, growing his Instagram and TikTok following to 9.2 million and 8.9 million,

The face behind the brand is relevant As consumers, we want to be relevant. Things change so quickly; we often rely on influencers to keep us up to speed.

We’re prepared to take their word for it.

The internet is inundated with brands all vying for their customers’ attention. Keeping up with current industry trends can help our brand become more competitive.

Building a versatile brand that meets the ever-changing needs of our consumers helps our brand stand out.

Humanizing a company through a single influential face is one way to do this. An influencer can more easily adapt to trends. This adaptability is a quality that companies need in a constantly evolving market.

The face behind the brand has experience with the product The effectiveness of the face behind the brand concept is well-illustrated in Popsugar’s features of influencers like Christine Bullock, whose secret to success is competitor market research. She identifies what other brands offer and ADVANTAGE 39

It’s Just Simple Math!

Introducing the NEW Proto-Vest Elite 460 Air Dryer

Elite 460 Value Proposition • Energy ROI savings is one year which is the cost of the Elite 460 • Energy comparison of two 30 HP motors vs. ten 15 HP motors • The average cost per kilowatt in the USA is $0.11/kWh, for $32,000 annual savings

ELITE 460 Electrical Power Savings

• The installation of two 30 HP motors vs. ten 15 HP is a onetime saving of $56,000 (Based on cost of $7,000 per motor)

Two 30 HP Motors Power Consumption

Ten 15 HP Motors Power Consumption

POWER CONSUMPTION

POWER CONSUMPTION

60 HP X 0.746 kWh/HP = 45 kWh

150 HP X 0.746 kWh/HP = 112 kWh

UP TIME

UP TIME

12 hr/day X 7 day/wk = 84 hr/wk

12 hr/day X 7 day/wk = 84 hr/wk

84 hr/wk X 52 wk/yr = 4,368 hr/yr

• All machines silenced

84 hr/wk X 52 wk/yr = 4,368 hr/yr

CONSUMPTION COST

CONSUMPTION COST

• No moving parts or sensors

45 kWh X 4,368 hr/yr = 196,560 kWh/yr

112 kWh X 4,368 hr/yr = 489,216 kWh/yr

• Very low maintenance costs

196,560 kWh/yr X $0.11/hr = $21,333/yr

489,216 kWh/yr X $0.11/hr = $53,766/yr

• First year saving is $88,000 and $32,000 each year thereafter

ELECTRICAL SAVINGS Convert to (2) 30 HP motors = $32,000 savings Elimination of (8) 15 HP motors installations at $7000/ea. = $56,000 savings Total first year savings $88,000

|

Savings every year after that $32,000

For more information contact: Tammy Gardner sales director email: tammygardner@protovest.com

623.872.8300 | www.protovest.com

respectively. He built an online reputation with insightful posts and a kind demeanor, all the while giving exposure to his “Vee” brand.

By taking advantage of these free social-media platforms and simply being himself, Vee became a relatable face behind his brand.

Social media reflects real-world sentiments. ...The public is often more interested in the person behind the brand than the brand itself.

The face behind the brand is recognizable It can be difficult for many to relate to a faceless brand.

Adding a human face, someone consumers will recognize and associate with our company, to any branding campaign is an effective way to make our audience resonate with our business.

Consumers prefer engaging with another person instead of a completely abstract entity. They will be loyal to someone that’s accessible, relatable and inspirational.

information. We’re aware that our lifestyle choices can have an impact, for better or for worse, that extends beyond our personal bubble. We factor sustainability into our purchasing decisions, and we need reassurance that our decisions are consistent with our social values.

A person that has established a relationship with a consumer through a targeted branding campaign is going to communicate this message effectively and compassionately.

Ultimately, this is why we need a face behind our brand.

The face behind your brand is how people build a relationship with you We may not ever be a billionaire like Elon Musk, but we can drive a car like his. Tesla drivers may be logical and well-informed, but their Tesla makes them happy. They’re connecting to a new Tesla community and believe that they’re making the world a better place in the process.

A person is easier to remember than a logo. When a consumer recognizes the face behind the brand, he or she will connect the message to the product.

Nobody wants to be just a number. Our customers want to be heard, understood and recognized as individuals. They crave emotional connection. And, as obvious as it sounds, people connect with people.

The face behind the brand is responsible

Ultimately, this is why we need a face behind our brand.

With the ubiquitous internet, we’re overwhelmed with

- Morissa Schwartz, MSN

CV-A

Features

■ Fragramatics 1600 hr Turbo Motor ■ Poly or aluminum dome ■ Computer controlled timer ■ UV protected graphics ■ Filters – Four-bag system uses high performance,

synthetic filtration media with 15 sq. ft. filtration area. Two easy-access service doors on rear ■ 1-1/2” dia. vac hose – high-flex, vinyl, crushable, 15 ft. long. Includes cuff and polyethylene hand tool ■ ¼” x 25’ Wire braid or coil hose with inline gauge

Specifications

■ 1.25 HP ‘Big Dog’ high output compressor ■ Brushed Stainless Steel Tank and Main Cabinet ■ Coin acceptor – mechanical ■ Electrical - 120 V ac, 25 amps ■ Mounting - One internal and two external lugs with security collars. Uses 3/8” bolts for secure installation.

■ Tank Dimensions - 18.5”dia. x 42”h ■ Unit Weight - Net 145 lbs. Ship weight 185 lbs.

■ Ships in carton/pallet: 67”h x 32”w x 31”d ■ Multi-coin acceptor ■ Lighted dome ■ Debris catcher Options

■ Dome colors: red, orange, yellow, green, blue, Now available with our new air detail tool

fragramatics.com

white ■ Hose colors: red, orange, yellow, green, blue, white, gray, black

3021 Midland Drive • Pine Bluff AR 71603 800-643-1574 • sales@fragramatics.com

Another advantage controllers enable is to-the-inch application of chemicals. This precise application means operators can effectively control their washes’ chemical NEWequipment MEMBERS costs.WELCOME When set up correctly, only sprays The SCWA members listed below have joined SCWA the vehicle, not the gap between vehicles, Davy since notes. our last issue.

We Appreciate Your Support!

This to-the-inch application continues through the entire tunnel and applies as ceramic coatings, Destiny Baker to such services Keith Brenenstuhl Mammoth Holdings LLCother necessary Tundra Services, Inc. This wax applications and chemistry.

Hopkinsville KY Breckenridge CO universal control not only saves on chemistry costs, but it also provides customers a better wash experience.

Philip Donaldson Andrew Goldberger Energy efficiency advantage.

Mystic Wash can be another Magic Car Wash “Your Eustace TX Plano TX by driving tunnel controller also helps you save electricity each piece of machinery in the tunnel, activating your Grant Jun Kim vehicle Shyanna frequency-driven devices and controlling signage Joe’s Car Spa Clean & Shine Car Wash and lighting around your facility,” Davy continues.

Center TX Fort Worth TX “Additionally, your tunnel controller can help conserve energyRindge by leaving when Lingard multiple cars Leaphartyour dryers onHarrison Oakcrest Management fielddof the dryer are in the tunnel, avoiding costly start-ups Burleson TX Austin TX system. Without wasting chemical or electricity, you are better able to control your per-car costs and make each Derrick Merchant Heather Nikkel service more profitable.”

Champion Xpress Car Wash Enviroscent, Inc. Lubbock Atlanta GA Bath points toTX efficient look-ahead features in a carwash tunnel that can include the controller keeping the blowers Keith Stewman runningJennifer for theRivers following vehicle. Again, this step saves Big Peach Car Wash, LLC Sonny’s CarWash Services of TX energy and creates cost savings.

“There are Forsyth GA Allenmany TX features that can help operators save power, water, etc. When you understand these modern-day features, your process LauriannallTrammell Ben VanDyke Van’s Car Washes willHorizon benefitCar as Care well Center as your cost savings,” Bath says.

Rockwall TX

dumped into the truck bed or turn off blowers so they will not blow debris out of the bed onto other vehicles.

Grand Junction CO

21

THE STEALTH

Only Dryer Certified “Quiet” in AMCA reverberant sound room.

BACK BLASTER

Made for the challenging side panels and backs of vehicles

YOUR CAR WASH DRYING EXPERTS

815-477-4911 INFO@INTERNATIONALDRYING.COM WWW.INTERNATIONALDRYING.COM

car with product.” Owners should also ask the chemical MARKETING

THE REAL PROBLEM Staying on top of new developments in the carwash

The true problem that too many marketers have provider to fine-tune products and equipment so that industry is the key to issuccess, and self-serve operators BOARD OF DIRECTORS that one thingthey has can changed in failed several to recognize maximum clean is delivered at the best operating cost. have sources of only information use to marketing the past 100 years: technology.

Yes, Vice President: President : Outside the bay, operators should make surePresident-Elect: the stay on theincutting edge, McCarty states. HeThat’s agreesit.that Jeff Blansit Ryan Darby Mel Ulrich you now have social media and tweets and followers vacuums operate properly and do a great job. The vacuums publications, online groups and carwashing forums and are Austin, TX Tucson, AZ Weatherford, TX apps and branding and re-marketing and analytics and In 1975, the Federal Communications Commission are often the first (214) or last impression a customer has about great places for operators to learn more, ask questions and 912-1729 (806) 535-7275 (940) 456-1082 focus groups and ROI and CRM and customer personas (FCC) largely ruling that allowed a wash,issued so winathem overoverlooked at the vacuums, McCarty states. share information with others.

Treasurer: Past President: Vendor Vice President: and digital and so on. It’s all certainly true. But, what has Additionally, make sure — vending machines are used full and earth-orbiting antennas satellites — to be for local carwash equipment Don Witt Andrew Zamora“Finally, there are your Tyler Greffin operating properly, and make sure all signs are clean, fresh enabled nearly every bit of it is technology. broadcasting television large areas. Around that distributors,” McCarty concludes.

Dallas, over TX Lubbock, TX Wixom, MI“These individuals (214) 358-2575 (806) 543-2775 (866) 362-6377 and not faded or peeling. prolificyou is the rolegreat of technology in marketing same time, a little-known regional broadcasting network canSo provide with insights, and many of that theseit has become for somewashes an alluring distraction.

Panic andfirstpeer distributors operate themselves, so they have called Home Box Office (HBO) took notice, and decided UPGRADE KNOWLEDGE DIRECTORS pressure set in, and hand knowledge of organizations what works.” pursue the latest and the to use the FCC’s decision to beginavenues distributing Walter notes landmark that Andre there are several for Robert Ed Emerson Frank Nuchereno greatest technology-based marketing tactics without taking its own programming via satellite.

Tamarac, FL Dallas, Texas operators to learn more about equipment options, and heAbilene, TX By freelance contributor, Phil Ashland, Professional (800) 327-8723 (325) 201-8011 214-683-9450 approach. As the time to thoughtfully consider a strategic HBO’s innovative move would have a ripple recommends a lot of research prior to making any effect wash Carwashing & Detailing. legendary philosopher and strategist, Sun Tzu once put it, that would spillany over onto the landscape of on marketing.

Lanese Barnett Steve Holcomb JT Thomson upgrade.

With upgrade, doubling down research Dallas, TX Oklahoma City, OK Gilbert, Arizona “Tactics without strategy is the noise before defeat.”

Soon, satellite networks proliferated, and with them, will surely end up paying off for an owner.

(972) 390-0230 (405) 642-7874 801-898-7600 Marketing must ultimately get the product or service There are several media in outlets review, to target waystothat were online never chat premarketers’ ability Clayton Clark media/trade magazines Paul Shane rooms, possible. websites and print for Kalscheur into the hands of the customer — aWeiss real person. Marketers viously Houston, TX Appleton, WI Alice, TX continued learning, Walter continues.

Contacting a local need to realize that it is way(361) too 664-8101 easy to distract ourselves Since that time,(281) there has been so much technological 304-2517 (920) 636-8463 distributor or self-serve equipment manufacturers can be (via technology) away from what is centrally important innovation that marketers are faced with choices beyond beneficial,Itsince can share hotbewildering market trends give in marketing: generating a sale to a real person and, measure. can they be blinding and forand anyone Executive Director: CONTROLLERS CONNECT ALL Chuckalready Space • 4600 Spicewood Springs Rd., Ste. 103TUNNEL • Austin, Texas,repeating 78759 • (512) that 343-9023 references for operators that have upgraded.

When hopefully, process again and again to her charged with allocating marketing dollars on www.swcarwash.org behalf PHASES OF OPERATION WITH A FULL reviewing options, the this morevery data points better. or his delight. Marketing strategy is not so much about a of a business.

And, issue considered, is what hasthecaused FUNCTIONS “Make sure to publication talk This operators using any upgrade THE ADVANTAGE is the official ofto the Southwest Car Wash Association. published four times each calendar year by SCWA, LINEUP 4600 Spicewood Springs Rd., #103, Austin, Texas 78759. The officers, directorsAND and members ofFEATURES the Southwest Car Wash plan, but advertised aOF system.

Build your marketing (including the marketers isadvertising an age ofIt is unprecedented Association,to as wellgo as Theawry.

Advantage editors, in accepting for this publication, make no independent investigation concerning the services or products and neither endorse nor recommend or make any claims as to the accuracy and therefore assume no liability thereof. The opinions expressed articles are not necessarily the opinions of SCWA and its publisher warrantiescustomers and assumes no responsibility for accuracy or completeness of the information herein. industry, (512) 343-9023. you are considering prior toin thebuying,” Walter suggests.

“Ifand therefore makes noFor and those outside the the sale) around a strategically based, customer-centric syscommunications, and yet many still struggle to connect possible, take a ride and test out the new features. As they amount of equipment and automation utilized in the typical tem, then technology becomes a true and valuable tool, with one another. say, try before you buy.” tunnel wash can come as a surprise. Established operators and not a distraction.

But this problem is not the real problem.

Marketing - What has Changed in the Last 100 Years?

OPERATIONS

The Capabilities of Tunnel Controllers

Site Evaluation Demographic Reports Carwash Market Evaluations

Training On-Site Training Training Seminars

Design & Development Modular Building Systems Construction Assistance Site-Plan Design Complete Equipment Installation

Equipment/Parts/Supplies

Financing Preferred Lending Sources Equipment Leasing Programs Marketing Signage Programs Promotional Ideas Advertising Assistance

PDQ® ICON®, LASERWASH® & TANDEM® (Touchless & Soft-Touch In-Bay Automatics) MACNEIL® Tunnel Equipment LUSTRA® Vehicle Wash Solutions CAROLINA PRIDE® Self-Service Equipment ISTOBAL® Bus & Truck Automatic Washes

Visit Us at www.wet-texas.com or Call 800-966-WETT (9388) Beaumont (409) 223-1520

Austin (512) 389-2822

Fort Worth/Dallas (972) 820-5688

Houston (281) 657-0575

Odessa (432) 367-9388

San Antonio (210) 404-9456

Corpus Christi (361) 289-2715

Harlingen (956) 423-9949

Laredo (210) 404-9456

San Angelo (325) 658-5700

Temple (254) 228-5076

Wash more cars with reliable vehicle processing!

14.5” width accommodates today’s wider performance and sport wheels The wide conveyor that helps operators run smarter, with confidence, so they can keep doing what’s important... reliable vehicle processing.

For additional information please contact your Business Development Manager or local distributor.

Belanger 1001 Doheny Court P.O. Box 5470 Northville, MI 48167-5470, USA

(248) 349-7010

belangerinc.com

DRIVE CLEAN

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

Low Energy Consumption

PRESORTED STANDARD U.S. POSTAGE

PAID

AUSTIN, TX PERMIT NO. 1142