Southwest Car Wash Association ADVANTAGE 2Q2015

ADVANTAGE Publication of the Southwest Car Wash Association

Second Quarter 2015

2015 Wade Welch

Golf Classic Highlights

SCWA Car Wash Tour Colorado Springs August 4th Register at www.swcarwash.org

Advantage

Introducing TunnelWatch® 4.0 New software that provides a modern user interface and powerful new capabilities

See Your Tunnel in a New Light • A new graphical interface allows

precious relay functions, but will you to change tunnel services on help assure that you are getting your iPad or other tablet – while each car as clean and with as in the tunnel or even off-site little risk of damage as possible. (with password protection, of • “Live Invoke” features means course!). No more running back that changes take effect and forth to the office when immediately on all cars in the testing new tunnel changes. Just tunnel. So, on that busy day, load the new TunnelWatch 4.0 on you don’t need to wait until the your tablet, make changes while tunnel clears to invoke changes – at or near the tunnel and watch they happen immediately. them take effect! Perfect for fine • tuning your car wash into maximum Tunnel activity can be monitored efficiency and cost savings. on your phone, tablet or any Internet-connected computer.

• A new concept called “Traits” This includes the ability to make allows you to define given types configuration changes remotely. of cars (or recognize them TunnelWatch 4.0 improves your through our Vehicle Profile ability to control and monitor the Detection product) and efficiently site for tighter security and more control all tunnel devices as a efficient operations. result. This not only can save you USING TECHNOLOGY TO ENHANCE YOUR CUSTOMER’S EXPERIENCE

800-336-6338 Green, Ohio / www.drbsystems.com © Copyright 2015. All rights reserved DRB Systems

2

• Paired with the SiteWatch®

CarPics® product, TunnelWatch 4.0 shows actual photos of the car as it progresses through the tunnel. For example, you’ll be able to see the white pickup truck progress down the tunnel and observe all the services they receive as they are activated.

What’s Next?

Visit www.drbsystems.com/tunnelwatch for an online demonstration, call us at 1-800-336-6338 for more information or see it live at The Car Wash Show booth 2610 TunnelWatch 4.0 Creating a Smarter Tunnel

Advantage

President’s Message WELCOME to the SCWA ADVANTAGE. As you read through this edition you will see the pictures of the 2015 SCWA Wade Welch Memorial Golf Classic and the 2015 SCWA Exhibitor Council Meeting. Both SCWA events highlight the large SCWA family network and our continuing success.

Eric Warden The SCWA Board of SCWA Preside­­nt Directors just held the annual Leadership Retreat where we spent time discussing the progress and programs of our association. As I sat in the meeting and heard so many positive statistics and growth benchmarks – I started to think about what really makes a successful association like SCWA. Every association on the planet was created for the same reason: A group of people discovered that there were some things of value and worth that they could do better together than alone.

Successful associations—those that consistently provide real value to their members over time—are guided by a culture of collective leadership that appreciates this distinguishing characteristic. They are member driven.

This culture is sustained by leaders who know that they are responsible for maintaining the organization’s ability to deliver on the things that matter. These leaders hold themselves accountable for progress toward meaningful ends that cannot easily be accomplished during a single term of office. Bottom line - leaders who have vision that produces consistency. They understand the tools needed to implement coherent strategy over time, and they ensure that those tools are well used during their term and left in good working order for their successors.

In contrast, less successful associations tend to confuse fads with trends. They fail to distinguish what is temporary from what is lasting; they allow momentarily attractive activities and decisions to consume valuable resources without long-term purpose. They fall into the trap of adding things to the mix without abandoning ideas and programs that are becoming less valuable. Bottom line they tend to be reactive to personal agendas and not consistency.

Such associations are constrained by a culture of individual leadership that treats leaders like celebrities rather than stewards. They squander resources on the “great ideas” of each temporary office holder and often maintain them well past their useful life. The cost of lost opportunity is considered less than the price of political appeasement.

Position power trumps reasoned discussion.

Such a culture is usually enabled by leaders who think they are responsible for personally setting the organization’s agenda, instead of seeing themselves as responsible

for ensuring that the agenda is well set. These leaders commit to accomplishments that can be completed during their own terms of office with little informed consideration of their longer-term value to members or mission.

SCWA is now and has been blessed with leaders who understand the importance of keeping the vision on the member and creating the long term consistency that has made SCWA successful. As I evaluated the success of the programs and direction of SCWA - I appreciate even more this strong foundation that has provided the growth and success we enjoy.

Be sure to mark your calendars for Colorado Springs Regional Car Wash Tour & Round Tables, August 4. You can go online to register. In November we will be hosting the SCWA Regional Car Wash Tour in Houston. Of course the first BIG SHOW of 2016 is the SCWA Annual Convention & Car Wash EXPO, February 28-March 1, 2016 at the Arlington Convention Center.

Whether it may be the insurance program discounts through Midlothian; the Mentor Council; the Water Conservation Alliance; the Charity Car Wash Program; the Hire a Military Veteran Program; the Credit Card Processing program; the expertise of the SCWA legal counsel or any of the other resources – I encourage you to take advantage of the strong SCWA resources and network.

Thanks to all our members who have helped SCWA be a strong car wash advocate.

See you in Colorado Springs.

SCWA Awards 2016 Annually during the Convention SCWA honors outstanding car wash operations and car wash people.

•

Conveyor/Express of the Year

•

Self Serve/Automatic of the Year

•

Conveyor Car Wash Manager of the Year

•

Lube Manager of the Year

•

Community Service Award (recognizing someone in the car wash industry who has made outstanding contributions to their community.)

Deadline is August 1, 2015 Nominate your car wash or another outstanding car wash. Just download an application form from www.swcarwash.org or call the SCWA Headquarters, 800-440-0644.

3

Advantage

The Tunnel Experts

YOU CAN’T FAKE EXPERIENCE. ’s

Sonny

Sure, our equipment is reliable, easy to maintain, and affordable, but that’s only a small part of why Sonny’s is the bestselling conveyorized car wash equipment in the world. When you choose Sonny’s, you’re getting a partner that has been washing cars since 1949 with the hands-on operating experience to guide you every step of the way.

ü Maximize your properties revenue potential with our

site layout engineering team that creates over 13,000 site-specific drawings each year for many of the most profitable car washes on the planet.

ü Eliminate costly project delays with as many as 50 pages of mechanical drawings, free of charge, with every equipment purchase backed by a company with Dun & Bradstreet’s highest rating since 1997.

ü Protect your investment with Sonny’s retrofit-able

Foundation Frame architecture. You’re able to mount additional components to increase wash throughput and retrofit new technologies as your site matures.

ü Grow your business with new training, technology, and equipment innovations engineered to adapt to your existing Sonny’s tunnel and ensure your competitive advantage for generations to come.

We make car washing easy!

ash — Car W

TM

956

etts, 1

achus

Mass

Testimonial Our decision to work with SONNY’S was the single most important factor in our early success as an organization. We came into this business without any industry experience and SONNY’S incredible team of former operators, industry experts and warm and responsive service staff helped us get off the ground, learn how to operate a great car wash and has continued to support us on a regular basis. I couldn’t imagine working with anyone else in the industry.

Tom D’Eri

Left to right: Donna, John, Andrew and Tom D’Eri

COO /Co-Founder Rising Tide Car Wash Boca Raton, FL

You be the judge!

FREE Site Evaluation Call today to claim your free site evaluation. Whether you’d like to evaluate how a component upgrade could improve customer satisfaction, or run a complete proforma to retrofit your site to a different wash format, we’ll show you your potential, with 3D renderings you can take to the bank.

www.SonnysDirect.com | 800-327-8723

Designed Here. Built Here. Backed Here.™

Thank You for Making SONNY’S the Largest Manufacturer of Conveyorized Car Wash Equipment In The World!

4

Advantage try and regulate the mop-and-bucket car-washes,” Lee says in the article. “Sometimes, there are no cars being washed, but there are 13 or 14 people hanging around.”

Most commercial washes are regulated under a current city ordinance, but it does not address the mop-andbucket businesses. One issue is the proper disposal of wastewater. According to Lee, the new ordinance’s passage is a priority. “We are going to get this legislation done before we leave on July 1.”

Industry Briefs Mister Car Wash Acquires 12 Nashville Washes. Mister Car Wash has announced its acquisition of 12 Super Speed Wash locations in Nashville, TN. This is the company’s second multi-unit, new-market acquisition this year. With these latest additions, the company now operates 150 car washes and 31 lube centers in 16 states.

Wash Includes Fast Pass-Only Lane. Camel Express Car Wash will include three lanes to serve customers, one of which will be a fast pass-only lane, according to a press release. The company hopes the special lane will speed up service time. It should also encourage members to sign up for the wash’s loyalty program. Camel Express will have a mobile app for Android and iOS. The system will sense when customers pull up to the pay station, and the app will open the gate. Monthly wash club membership is required to use the technology. Pricing will begin at $9. The location will also accept payment through ApplePay and PayPal’s iBeacon.

KINGWOOD, Texas. Visitors to the new Corner Store received coffee, coupons and breakfast items during its recent grand opening ceremony, according to yourhoustonnews.com. The company also donated $5,000 to Kingwood Park High School. The more than 4,600-square-foot facility includes a taco bar, deli, bakery, car wash, Redbox and 14 gas pumps. “We are very fortunate to be able to have this site and get this site,” says Pete Lindon, Corner Store vice president of retail operations. “It’s about a two-acre site. It’s a great challenge these days to have access and this one worked out really well. “You’ve got tremendous traffic off the highway and [a] major intersection and a good residential community to support,” continues Lindon.

“To be able to get in and out makes this a unique site; it affords access in all directions, which is unique.”

Lindon adds the location makes its own baked goods in the store.

Wash Supports Veterans Organization. The Car Wash Barn has supported Star Group-Veterans Helping Veterans with a $3,000 donation, according to kdhnews.com. The wash has sponsored the organization’s annual picnic with free car washes for several years.

Ian Streckel, marketing coordinator for the wash, says Star Group asked the company for donations, and then invited it to the meetings. “We first came in September or October, and we really liked what they were about,” shares Streckel. “We started talking about doing sponsorships and finally got around to it in January.” Car Wash Barn owner Curtis Emmons states the donation fits in with the company’s goals.

Proposed Bill Seeks Sales Tax Removal. If new legislation is enacted, area car washes will be exempt from charging state sales tax, according to jrn.com. Senator Burke Harr of Omaha is sponsoring the bill, noted the article. Car washes had to begin charging the tax in 2003, and Harr says in the article the bill would keep a promise the state made to carwash owners at the time. Savings for one customer amounted to nearly one dollar, but drivers share they supported the proposal. A similar bill failed in 2013 because a projection showed the state would lose more than $2 million in tax revenue.

‘Pop-up’ Car Washes Under Scrutiny. New legislation has been drafted to regulate “mop-and-bucket” car washes, according to jaxdailyrecord.com. Council member Denise Lee was concerned about the washes contributing to crime and affecting local residents. “We need to

SWS FSB Ad - JP.PDF

1

6/9/15

10:52 AM

C

M

Y

CM

MY

CY

CMY

K

John Park Sr. Vice President, SBA Lending 112 E. Pecan Street, Suite 800 San Antonio, Texas 78205 (210) 771-8878 john.park@transpecosbanks.com

5

Advantage

SCWA CAR WASH TOUR & ROUND TABLE Colorado Springs, Colorado • August 4, 2015

REGISTER TODAY! www.swcarwash.org Marriott Colorado Springs Hotel 5580 Tech Center Drive • Colorado Springs, CO 719-268-4218 For more information on the SCWA Car Wash Tour & Round Table Discussion or to register please visit www.swcarwash.org or call the SCWA Headquarters at 800-440-0644.

ON THE ROAD AGAIN

6

SCWA Car Wash Tour & Regional Round Table

Advantage LOVELAND, Colo. Wash Worx gave out free car washes recently to celebrate its new location, according to the Reporter-Herald. The $4 million dollar facility operates a computer-controlled tunnel. The wash gave away its $15 washes through January. Sensors detect vehicles’ styles to deliver the correct washes. Customers can also use free vacuums located outside on heated concrete.

The carwash will operate from 7 a.m. to 6 p.m. every day of the week. Hours will be extended in the spring as the days get longer.

SAN ANTONIO. A new gas station will include 4,683 square feet of space for dining, a carwash, an ATM and fuel pumps, according to the San Antonio Business Journal. The newest Corner Store facility will serve residents of a master-planned community in the area. The location gave out free sausage kolaches, cookies, fountain drinks and coffee. It also donated $5,000 to a local high school. Corner Store operates 150 stores in San Antonio.

MacNeil Wash Systems Appoints Anthony Digiola As New Regional Sales Manager. MacNeil Wash Systems announced that Anthony DiGioia has joined its sales team as a Regional Sales Manager for the Southwest U.S. DiGioia has a background in the car wash industry that spans over 16 years. His experience as the Chemical Sales & Marketing Manager for Arizona Car Wash Systems, and the Southwest Regional Sales Manager for CSI has provided him with a comprehensive knowledge of the car wash business. “Anthony is well known and respected in the industry and his integrity and relationship building skill make him the prefect fit for our organization,” stated Jim Belanger, Vice President of Tunnel Sales for MacNeil.

2015 SCWA Exhibitor Council Meeting

Each year following the SCWA EXPO exhibitors gather to discuss the EXPO and make recommendations for the next event. The SCWA Exhibitor Council Meeting was held in conjunction with the SCWA Golf Classic - this year at Cowboys Golf Club. Tyler Greffin, SCWA Exhibitor Council Chair, “This year we had great ideas and suggestions that will only make the SCWA EXPO even better in future years. This is a benefit to the exhibitors and also to the car wash owners who attend the EXPO.”

Marketing Engage the Newest Generation of Car Owners with Personalization.

With the rise of each new generation, various industries must adapt. World events, economic, social and other issues affect each generation differently, causing world views and spending habits to vary from earlier groups.

Businesses find they need to treat new groups differently when it comes to marketing and communications efforts.

The generation creating the most buzz among today’s business owners is the millennial generation. This group is no longer ‘up and coming’ — they have spending power and they’re here to stay. Businesses must adapt strategies to make millennials their loyal customers. Michelle Bizon, social media manager at Moving Targets, says, “Millennials want to feel involved and appreciated — not marketed to.”

Continued on pg. 9

7

Advantage

8

Advantage

Throw away your old bag of tricks

Millennials are buying as much as previous generations, but they purchase differently.

“Blitzing doesn’t work,” shares Bizon. “Millennials have a more comprehensive understanding of marketing and an awareness of your dependence on them as consumers. Shortcuts and tricks won’t work on them for long.”

Millennials’ need for engagement necessitates new strategies to attract them to car washes.

Millennials have unique senses of self, states Bizon.

Car washes that use trigger events like birthdays, weddings and relocations will benefit. “They’re looking for personalized, customized messaging,” she explains. “In response, your marketing strategy needs to focus on building relationships and providing value.”

Car washes can engage this group by initiating conversations, listening well and responding. “A business will not keep a millennial’s attention long if the conversation flows in only one direction,” adds Bizon.

Reach out to new places

Millennials have access to a nearly limitless source of information at all times — their phones. This doesn’t mean they won’t pay attention to a carwash business. Owners just need to meet them where they are.

“Learn where your audience lives, online and off, and then engage them in those places,” Bizon says. “A crossmedia marketing strategy spanning print (e.g., physical letters and cards) and digital (e.g., email, social media and websites) is crucial for reaching them where they’re at.”

Millennials are also good at researching. They will check a business out online before driving on the lot.

“Millennials are savvier researchers than previous generations, meaning your wash has to prove itself online, on paper and in person, day-in and day-out,” says Bizon.

“If they receive a birthday card from you in the mail, they’re going to visit your Yelp page before coming in to redeem the free wash you gifted them,” Bizon continues.

“Similarly, they’re going to judge your worthiness for a spot in their inboxes by checking out what you post on Facebook and Twitter.”

Word-of-mouth can still be a powerful tool, but the medium has changed. The newest generation of car owners tends to take to the Internet to talk about their experiences at businesses. Crawfishes, c-stores and detail shops must make sure customers have positive transactions with their companies to avoid negative reviews.

Overcoming challenges

Perhaps one of the largest obstacles facing car washes trying to reach millennials is a change in values from previous generations, believes Bizon.

9

Advantage

SOUTHWEST

CAR WASH ASSOCIATION

Industry Innovations • Business Solutions • Plus Unparalleled Hospitality

2015 2016

February 22-24, 2015 Feb.28 28-–March 1, 1, 2016 Feb. March 2016| |Arlington ArlingtonConvention ConventionCenter Center| |Arlington, Arlington,Texas Texas

www.swcarwash.org 10

Advantage “There’s been a shift,” she explains. “With Boomers holding the buying power, justice, family and practicality reigned supreme. Now passion, fulfillment and discovery are the ‘it’ values. Waiting for millennials to ‘grow up’ and adopt more traditional beliefs is a game you can’t afford to play.”

These expectations can seem demanding for carwash who are not millennials, Bizon shares, so “the biggest challenge is learning to tailor your marketing to speak to the ideals of this highly-coveted demographic.”

So how should owners and operators approach this generation?

Millennials care about what a company stands for.

Bizon recommends concentrating on how to tap into that mentality by explaining how your wash supports feel-good causes with charitable fundraisers; how it’s good for the environment with biodegradable soaps and reclaim equipment; and how washing is easy and convenient because it offers complimentary morning coffee, etc.

Car washes will benefit by sharing information millennials find relevant and entertaining, notes Bizon.

Share things like time-saving tips for car organization and run competitive contests. “It always comes back to what you can add to their lives,” she notes.

Is your Reclaim System turned off?

Add millennials to the marketing mix

Millennials aren’t going away, so finding ways to make them loyal patrons is essential. Bizon says building a solid foundation for the personalization necessary for this group may be time-consuming in the short term, but profitable in the long run.

“You won’t build a sizable email database in a day,” she states, “but you can multiply the fruits of your labor by using the data you collect to fuel a birthday mailer campaign or design custom Facebook ad audiences to target your customers’ friends and demographically similar prospective customers.”

Carwash owners should use mobile accessibility to their advantages. This allows millennials to interact with businesses conveniently, shares Bizon.

“Social media, in particular, will continue to become more mobile-dependent,” she reports. “Facebook, Google My Business and Yelp even have free apps for business owners seeking to manage their accounts from their mobile devices.”

Finally, businesses that embrace customers’ feelings will thrive when it comes to the millennial generation.

Bizon encourages washes to ask for opinions and feedback. Car washes can provide incentives to customers who post photos of their experiences at a wash.

Is your reclaim water smelly and dirty?

How would you like a reclaim system with NO filters that makes water clear and is built to run?

Super Clear

®

Water Treatment System

as little as

$5000

*

Purchase options available. Contact a Blendco representative for details!

A Division of DuBois Chemicals One Pearl Buck Court • Bristol, PA 19007 800.446.2091 • www.blendco.com

*$5000 is based on the SuperClear 200 unit and does not include a small monthly fee and SuperClear chemicals. Contact a Blendco representative for more details.

11

Advantage

12

Advantage “Anthony will care more about his neighbor Ethan’s evaluation of you than any generic sales message you can send his way, and the power of Ethan’s potential influence only expands when he posts his thoughts online,” concludes Bizon.

Robyn Tucker is the Managing Editor of Professional Car Washing & Detailing magazine.

Self Serve Self-Serve Add-Ons - Increased Value, Increased Revenue

Self-service car wash owners/operators are continually looking for ways to provide increased value for their customers. The addition of services or offerings at the car wash accomplishes this while also generating new income streams. With these new investments come inherent challenges, such as up front capital investment, installation time, and the payback time of the investment. Answers to these challenges come by studying customer preferences, local demographics, traffic patterns, and competition.

Developing an understanding of the needs and wants of the wash’s customer base and determining what the local demographic can support are recommended starting points. This will help drive the decision to make a smaller or larger investment. While none of this is easy, the more homework done the better. Doing the homework will reveal which opportunity has the best financial outcome. Let’s take some time to look at investment opportunities starting with basic lower-cost ideas and working up to higher-end investments.

CREDIT CARD ACCEPTANCE

Existing self-service owners/operators can start by considering what payment options are offered in the bay.

Does the meter box offer the ability to pay with credit cards? There have been several advancements over the past five years that have improved the performance of credit card acceptance in the bay. With the advent of wireless credit card systems, installation costs have also been dramatically reduced. The need to pull communication wire to each bay, or piece of equipment, has been eliminated.

The difference in cost between one credit card system and the next is mostly based on the availability of marketing/reporting features. One system may allow for fleet cards, value cards, and cross-promotional activities, where a more basic system might lack these options. For example, there are systems on the market that could be retrofitted to a four-bay, self-serve system for approximately $1,825 plus the cost of installation. Higher-end

credit card systems that have the ability to offer fleet cards, value cards, and extended marketing capabilities can cost $10,000 for a four-bay car wash. If credit cards are already accepted in the bays, don’t neglect to look into retrofitting acceptance to existing vacuums, vendors, or other ancillary items at the site.

LOYALTY PROGRAM

If the self-serve wash is located in an area with strong competition or several competitors within a short drive, then considering ways to gain loyalty or repeat business is a must. The addition of a value-card dispenser or setting up a value program can be very cost effective. This can go hand in hand with an existing credit card system or as a part of a new investment.

The value cards can be dispensed from a vendor, sold by an attendant, or dispensed through an automated machine. This type of feature can range in cost from less than a $1 per card, if they are handed out manually, to $10,000 for an automated dispensing machine with the ability to recharge the cards.

Staying with customer loyalty and repeat business, consider installing free vacuum token dispensers in the self-service bays. The concept is very simple: activate the self-service meter box by purchasing a wash and the customer gets dispensed a token to use at any of the vacuums. This concept will keep customers at the

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

• Soil, water, waste and air testing.

today s u l l a C ial for spec g. ricin SCWA p

INTEGR TY testing Chris Ewert • (512) 891-7777 cewert@austin.rr.com 8127 Mesa Drive, #C-305 • Austin, TX 78759 www.integritytestingaustin.com 13

Advantage

14

Advantage wash site and promote further sales. In most cases, the customer will spend more money at the vacuums to finish the job and/or buy additional vending items to detail their vehicle. This same dispenser can be added to auto cashiers for use with an in-bay automatic or tunnel application. The approximate cost per bay for the equipment is $1,700.

IN-BAY SERVICES

Self-service owners/operators know they are in the business of selling time. Keeping the customer in the bay, and with the timer running, is imperative. The following are functions that can be added to the meter box to support this idea. Tire shine applicators located in self-service bays offer convenience and ease of use to customers by using a spray gun or spray wand with attached brush. A four-bay unit costs around $7,500 excluding installation. In-bay dryers are very popular and customers use them for many different applications, from drying the vehicles to drying floor mats. They are very effective tools that motorcycle enthusiasts love, for they make the job of drying a motorcycle easy. Unit price ranges from $1,400 to $1,600 per bay. Premium chemical sealants or carnauba-infused waxes have driven extra revenue within the in-bay automatic and tunnel markets, being sold/marketed as extra-service items. These same chemicals can be applied through the self-service gun by

adding a low-pressure application unit. These units are very easy to install and the cost for a four-bay unit hovers around $1,200 to $1,500.

VENDORS

A typical self-service car wash has several single column vendors selling basic items such as towels, vinyl dressing, window wipes, and air fresheners.

Evaluate upgrading existing vending machines to offer a larger selection of items to meet the consumer ’s car care needs. There are several types of multi-selection vendors on the market, including freestanding, wallmount, and through-wall options. Wall-mount options sell for as little as $375, while freestanding refrigerated models go for roughly $4,500. When looking to purchase a new vendor make sure to ask the supplier for deals including the unit coming pre-stocked with merchandise. This helps reduce the payback time for the unit.

CONVERSIONS

If the goal is a more dramatic improvement, something that will generate thousands more per month in revenue, the initial capital investment jumps up as dramatically. These projects may include converting a bay into a pet wash, an in-bay automatic, or a mini express tunnel.

Approaching a project of this size and nature requires that a significant amount of research be done. Of the three

15

Advantage

Increase revenue and cars washed per hour with a Coleman Hanna express tunnel system!

Create the Best Customer First Impression Pack a tremendous amount of cleaning power with the LED Backlit Grand Entrance Arch! into a small footprint with the In Bay Tunnel!

Increase revenue per car by adding popular deluxe services such as Wall of Foam Conditioner, Sun Seal® Ultimate Vehicle Protectant, and the Shammy Shine Hand Dry Quality Service.

5842 W 34th St • Houston, TX 77092 1.800.999.9878 • 1.713.683.9878 www.colemanhanna.com Find us on Facebook: /ColemanHannaCarwash

16

Advantage investments, converting a bay into a pet wash will be the least expensive. In general, costs will run $16,000 in equipment for two units and an estimated $20,000 in construction cost to enclose or modify the bay to fit the equipment.

Counting startup costs, marketing, signage, and local advertising, the project could total $40,000. In a good location demographically with little competition, the payback on such a project could be as little as two to three years.

Installing a mini-tunnel or in-bay automatic in a selfservice bay will no doubt increase revenue. Once again, if the demographics and competitive market can support the investment, the site’s revenue will increase in dramatic fashion. Unlike the addition of a pet wash or other items previously mentioned, adding equipment of this nature requires a good hard look at the site’s utilities, layout, and building size. Evaluations must be completed to determine if the investment is going to require upgraded utilities, building additions, and/or alterations to the site layout to accommodate traffic patterns. While the initial equipment cost is significantly higher than any other upgrades discussed, there could, in addition, be substantial ancillary costs to support said equipment. With such weighty costs involved, it’s advisable to contact the local equipment installer or sales representative. They should be able to provide accurate data to either support or refute such an investment. Most representatives are trained to

complete demographics analysis and site reviews. This information will be put into a “Pro Forma” document to determine if the investment is worth the while.

DECISION TIME After taking the time to review all the above opportunities, the decision must be made as to which idea will support the existing business model while driving increased revenue; which opportunity best fits the community’s needs and wants; and which opportunity will secure a competitive advantage and keep loyal customers returning for valued services. As a business owner, challenging yourself during good times — and even more so during tough times — is imperative. The definition of insanity is doing the same thing over and over, expecting a different result. If you want to see increased performance or sustainability in the local market, change is vital. Relying on past or current practices and neglecting to investigate improvement is a recipe for lost revenue. As an owner/operator, take the time to evaluate the existing business model and the opportunities to upgrade, and then move forward. This will secure revenue streams and your business place in the market for years to come.

Trent Walter is General Manager of Ashland, OH-based National Pride Equipment Inc.

17

Advantage

Free Core Bundle!

F

Free Terminal!

Take the

Free APP!

No Set-Up Fee!

$500 challenge!

Talk to us before you accept another deal!

Get the REAL FACTS! YOUR ONLY SCWA ENDORSED CREDIT CARD PROCESSOR.

SO

S HWE T CAR UT

A

SS

Get Swiping With

SWYPIT

For All Your Credit Card Processing needs

877-379-9748 W W W. S W Y P I T. CO M info@swypit.com All merchants will not qualify for this offer and certain restrictions will apply. Visit SWYPIT.COM for more details.

SWYPIT is registered ISO/MSP of Fifth Third Bank, Cincinnati, OH

18

SH WA

SERVING MERCHANTS SINCE 1999

OC

I AT I O N

Advantage

Technology

Step One: Determine how much light you need

The Real Cost of LED Lighting

The first step is to identify the amount of lumens (a measure of light output) for your wash. It’s easy to start with your existing lights as a baseline.

If you are happy with the light output you have, find an LED fixture that is within 10 percent of your current lumen output. Use Table 1 as a reference to see the amount of lumens at different metal halide and LED wattage levels. If you want more light, increase the LED wattage.

Note: Table 1 is based on delivered lumens, not produced lumens. Metal halides produce more light than indicated in Table 1, but most of the light produced is lost and is not delivered to the area being illuminated. Delivered lumens is a measure of light where you want it.

For example: A self-serve carwash has 2 x 400W metal halides per bay. Each 400W metal halide delivers 10,000 lumens, so you have 20,000 total lumens per bay.

A 1-for-1 metal halide to LED fixture swap would require finding an LED light in the 87W to 100W range (depending on lumens/watt).

Breaking it down to help you decide how to brighten up your wash.

The reasons to change to light-emitting diode (LED) lighting are now fairly well-documented and known throughout the carwash industry. Owners and operators recognize the higher quality light from LEDs, the elimination of annual maintenance and the dramatic power savings resulting from LED lighting versus metal halides and fluorescent lighting. If you’ve already made the switch, you likely have already recouped your investment, since the average payback is around two years.

For the rest of the industry that has not upgraded, the question is no longer if you should change or when you should change; it is now “How do I select the right LED light?”

There are multiple LED lighting manufacturers today, and selecting the right light can be difficult and confusing. The following four steps are designed to guide carwash owners and operators to selecting the right LED light for their carwash.

Continued on pg. 23

Mark Your Calendars and Join Us! SCWA 2015 Wade Welch Memorial Golf Classic Wednesday, May 20, 2015 Cowboys Golf Club & Courtyard Marriott – Grapevine, Texas

On the Road Again!

Colorado Springs Car Wash Tour & Regional Meeting Tuesday, August 4, 2015

Colorado Springs Marriott

Houston Car Wash Tour & Regional Meeting Tuesday, November 10, 2015

T WES CAR W TH

AS

H AS

SO U

Houston Marriott North

SOC

I AT I O

N

Experience SCWA 2016 Annual Convention & EXPO Sunday-Tuesday, Feb. 28 – Mar. 1, 2016 Sheraton Hotel/Arlington Convention Center

www.swcarwash.org 19

Advantage

20

Advantage

21

Advantage

22

Advantage Continued from pg. 19

To double the light, find a fixture with higher wattage or increase the number of fixtures. Your target total wattage would be 350W to 400W of LED light per bay.

Step Two: Find quality products

Once you identify the target LED wattage and lumen output, start looking for available lights that deliver the lumens needed. Eliminate from consideration inferior performing products quickly by scanning for factors that imply lower quality. These factors include efficacy (lumens/watt), thermal management devices, LED chip types, LED-rated life and product warranties.

• Lumens per watt, or efficacy, is critical to achieving the desired light output at a cost savings versus metal halides and fluorescents. For exterior lights in car washes, 80 lumens per watt should be the minimum threshold. With any less, the light will not be efficient to operate and you will not achieve cost savings over time.

• Thermal management devices (like fans and automated wattage adjustments) sound like a great idea until you understand these tools maintain the right heat within a fixture. A light that has thermal controls means the light heats up and dims to keep it

cool after 20 to 30 minutes of operation. Fans are not reliable and can break, resulting in much less LED life. Be wary of these tricks used by some lights as you will not get the same light output or longevity of an LED if these are used.

• Not all LED chips are created equal. If the LED chip manufacturer is not disclosed, be wary of the light.

• Most car washes operate lights from dusk to dawn — a lot of hours. Therefore, you’ll want lights that last. Look for 100,000+ hour LED life with five- to 10-year warranties. Anything less than that and you risk having the light stop working just as you pay off the expense.

Step Three: Compare five-year, total cost of ownership Based on steps one and two, you should now have a list of high-quality lights that provide the right light output for your carwash’s needs. Now, how do you choose which light from seemingly comparable options?

I recommend comparing lights on a cost per lumen basis to normalize for different factors such as different lumen output, install costs and long-term operating costs.

Continued on pg. 27

CryptoPay Credit Card System Engineered to Reduce Fees STOP PAYING TRANSACTION FEES ON EVERY SWIPE! Auto Cashiers

Pet Wash

Self Serve Bays

Vacuums

Vending

Go online now to learn how CryptoPay reduces fees, secures your transactions and simply stops fraud.

719-277-7400 | getcryptopay.com

23

Advantage

2015 SCWA Wade Welch Memorial Golf Classic A new record number of golfers enjoyed the 2015 edition of the Wade Welch Golf Classic played at the Cowboys Golf Club in Dallas.

The event is played every year in memory of long time SCWA member and avid golfer, Wade Welch. This year more than 100 golfers including car wash owners and vendors enjoyed a beautiful day of golf, networking, food and fun along with some great prizes.

SCWA President Eric Warden, “The Classic is always a good day with friends playing golf and telling stories.�

24

Advantage

Thanks to the 2015 Classic Sponsors: Classic Diamond Sponsor Kick Off Sponsor Putting Contest Sponsor Closest to Pin Sponsor Long Drive Sponsor Prizes

Big Man Washes Midlothian Insurance Baker Equipment DRB Systems Big Man Washes Rowe

25

Advantage

Big Man Washes The Complete Car Wash Company S e rv i n g

T e x a s

CONSTRUCTION Design

&

&

O k l a h o m a

g

Bi d l i u B

Development

ig

EQUIPMENT

B h s a W

Sales

&

Installation

ig

B n a e l C

CHEMICALS & DETAI L Sales

&

ig

B y l p p Su

Service

SERVICE Maintenance

&

g

Bi e c i v r Se

Repair

PARTS Repair

&

Replacement

To see more BIG THINGS Visit us @ www.bigmanwashes.com Big Man Washes, Inc. is a member of SONNY’S Select Service Organization (SSO).

B I G M a n Wa s h e s , I n c .

26

•

Decide With Confidence SONNY’S remarkable financial stability is recognized

by Dun & Bradstreet, the world’s leading source of commercial information and insight on businesses.

3 4 2 1 S . B r i e ry Roa d

•

I rv i n g , T X 7 5 0 6 0 • T E L : 9 7 2 - 9 8 6 - 7 2 3 9

Advantage Continued from pg. 23

• Install costs: Installation costs can vary by light. Do you need to run new conduit? Or just one-to-one replacements? Can lights be daisy-chained together requiring only a single line wire? These factors will impact your install labor costs.

• Product costs: Product costs should be looked at on a cost per lumen basis. This enables you to compare lights with different lumen outputs and different costs across a common denominator.

• Operating costs: Operating costs need to be looked at to ensure you are taking into account the largest expense with lights — running them. Finding the most efficient light source will future-proof your investment and ensure you continue to save money from these lights over the next 10 to 20 years.

Let’s continue with the example from step one and do the math to compare two light options that would provide roughly double the light of 2 x 400W metal halides per bay.

You’d want approximately 18,000 to 20,000 lumens and 160W to 200W per bay (range based on 100 to 115 lumens/watt). For the sake of this example, let’s say you found two options that will work and appear to be good quality lights (you eliminated lower quality lights per step two). From here, prepare a total cost of ownership analysis of the new lights after five years.

It is easier to install with lower install costs, seven percent less cost per lumen, 20 percent less operating expenses over five years and 19 percent less expensive overall.

Step Four: Aesthetics

Now compare how the lights look and if they will improve or detract from the look of your facility. A price premium may be worth it to get the right look and maintain consistency throughout your facility.

Michael Call is VP of Sales and Marketing for Mile High LED Systems.

Regulations Working With OSHA In The New Year What you need to know to keep workers safe in 2015.

Safety hazards are almost inevitable in a carwash environment. Wet surfaces and mechanical equipment present a constant need for employee training and awareness while on the job. Insurance, security cameras and other safeguards can help keep employees safe and aid in dealing with accidents when they occur. The

Occupational Safety Hazard Administration (OSHA) is another piece of the puzzle when it comes to safety.

Rules and regulations can change from year to year, and OSHA protocol is no different. We’ve compiled information to help you navigate changes for 2015 as well as avoid workplace accidents, unsafe working conditions and hefty OSHA fines levied for violations.

Notify the authorities

Reporting accidents to OSHA is an important step when workplace mishaps take place. The new year will also bring about a change regarding timelines for contacting the agency about accidents.

According to an OSHA spokesperson, “Beginning January 1, 2015, employers must report to OSHA all work-related fatalities within eight hours and all inpatient hospitalizations, amputations and losses of an eye within 24 hours.”

To report these issues, operators can call the nearest OSHA office (found at www.osha.gov/html/RAmap. html) during normal business hours or the 24-hour OSHA hotline at 1-800-321-OSHA. Online reporting is also available, said the spokesperson.

Identifying safety hazards

Before having to report workplace injuries, OSHA notes, employers should focus on preventing these accidents.

“They should inform workers of hazards in the workplace and provide training at a level and language they can understand. They should [also] provide workers with any personal protective equipment (PPE) required by OSHA regulations,” explains the spokesperson with OSHA. OSHA continues that car washes can also save money when they take safety seriously. “Employers who invest in injury and illness prevention programs can expect significant cost savings in addition to reducing fatalities, injuries and illnesses,” the spokesperson adds.

Programs like these usually include a common set of elements, the spokesperson states, including: “management leadership, worker participation, hazard identification, hazard prevention and control, education and training and program evaluation and improvement.”

When it comes to car washes, OSHA shares some common violations seen at these businesses: • Failure to provide sufficient personal protection equipment, such as goggles and gloves • Failure to provide emergency eye wash stations • Inadequate communication to workers about their exposure to hazardous substances 27

Advantage

$69.00 each

These Car Wash Pros Know the Difference!

• Diamond Shine Express Wash • Monmouth Junction Car Washes • Foam & Wash Car Wash • Water Drops Express Car Wash • Matt’s Express Car Wash • Fast 5 Express Wash • Ultimate Shine 3 Minute Express • Southland Auto Wash Super Sonic Car Wash

28

Advantage • Unprotected or improperly labeled electrical and other equipment • Violations of heat stress and provision of drinking water regulations • Inadequate structures to keep vermin away from employee areas • Insufficient washing and toilet facilities • Insufficient protections from noise exposure.

To help car washes and other businesses manage workplace hazards and keep employees safe, OSHA offers its On-site Consultation Program free for small and medium-sized businesses across the country.

“On-site consultation services are separate from enforcement and do not result in penalties or citations,” informs the spokesperson. “Consultants from state agencies or universities work with employers to identify workplace hazards, provide advice on compliance with OSHA standards and assist in establishing safety and health management programs.”

Car washes can find out more about this confidential program at www.osha.gov/consultation, or by calling 1-800-321-OSHA.

Remedy distracting hazards

Vic Kulpa, Human Resources Manager for Hoffman Development Corp., says his company participates in the free, on-site consultation program offered by the New York State Department of Labor (DOL). “The

program is part of OSHA and is intended to help businesses provide a safe workplace by offering free professional assistance on safety and health issues,” he explains.

Hoffman invites OSHA to visit each of its locations to identify any safety-related issues. After an inspection, OSHA provides the company with a list of issues to be addressed. According to Kulpa, that list can range from “things as simple as faulty plugs and outlets to identifying machine guards that needed replacing.”

Through the program, no fees or penalties are assessed if any issues are found, notes Kulpa. The carwash or lube does agree to remedy any serious hazards identified, however.

“We must also post the list and correction due dates, and [then] provide the DOL with the correction(s),” shares Kulpa. “During the time that we are working on correcting these hazards, OSHA may not conduct a scheduled inspection at the worksite provided we meet the correction due dates.”

Programs like these help car washes ensure their environments are safe and friendly for workers. This keeps employees focused on their jobs and allows them to work without distractions, leaving more time to attend to cleaning cars and providing good customer service.

HAMILTON TRANSACTION KIOSK • • • • • • •

Our flagship point-of-sale transaction kiosk is adaptable to virtually any application!

RFID ready Accepts your business’ QR codes Create special event pricing Access remotely Easily add à la carte items Completely customizeable decals and touchscreen interface

For more information about our full line of exciting products: www.hamiltonmfg.com 888-723-4858 PROUDLY MADE IN THE U.S.A 29

Advantage

30

Advantage According to Kulpa, “The group that we work with has also been helpful in providing us with information on safety and health related topics and has conducted training for us.”

Hoffman invites the consultation group back every two years, notes Kulpa. “The safety consultants who visit our locations are experts in their [fields] and work hard at trying to find something,” he adds.

Work with the experts

Preparation and training

Kulpa believes participation in the program keeps his company’s safety awareness at a higher level, even between inspections. Hoffman has also seen its number of safety issues decrease since starting the program.

“The fact that some stores end up without any hazards has become a source of pride among those store managers” “In our very first inspection in 2008 we were informed of 71 hazards that we addressed,” shares Kulpa. “This year, and four inspections later, we are down to a total of only 24 discrepancies (the majority of them minor in nature) in 28 separate locations. We are also very proud of the fact that we had seven carwash and seven Jiffy Lube locations that did not have any hazards identified.”

To prepare for the visits, Kulpa says, locations often begin preparing three to four months in advance.

“We have had nothing but success with the program and expect to continue the inspections,” reports Kulpa.

“The number of hazards continues to [decrease], the inspectors comment that they have to really dig to find something (which is OK), and the fact that some stores end up without any hazards has become a source of pride among those store managers.”

Hoffman’s employees have also benefited from training provided by the group.

“They were happy to help by providing the templates that we needed to update our documentation, they assisted in the identification and upgrading of our equipment, and conducted the classroom and on-site training for our teams,” Kulpa says. “Like the inspections, all at no cost to the company.”

Robyn Tucker is the Managing Editor of Professional Car Washing & Detailing magazine.

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

PDQ ICON®, LASERWASH® & TANDEM® (Touchless & Soft-Touch In-Bay Automatics)

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

Equipment/Parts/Supplies ®

MACNEIL® Tunnel Equipment LUSTRA® Vehicle Wash Solutions CAROLINA PRIDE® Self-Service Equipment ISTOBAL® Bus & Truck Automatic Washes ISTOBAL® Modular Buidings KOOLER ICE® Water & Ice Vending Machines

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

Austin (512) 389-2822

Dallas (972) 602-4442

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

31

Advantage

Distributed by

Modern Building SySteMS Spring, texas www.carwashwalls.com

tosh railey

832-731-7831 trailey1@yahoo.com

32

Jim dillard

281-381-1870 jimdtexas@aol.com

Advantage

Perspective

their Milwaukee home. During the day Carlo would hit

The Origin of the Exterior Carwash

to those countless car washes that Dan’s father thought

The late 1940s and early ‘50s were the height of classic American road culture, a time when flashy hot rods sporting white-wall tires reigned supreme on the highways and a gallon of gasoline cost less than a quarter. Car washes too were far different beasts than they are today.

“A carwash back then would be what we call today ‘full-service,’” says Dan Pecora, owner of Erie Brush & Manufacturing, a Chicago-based detailing and carwash supply manufacturer.

Express car washes weren’t mainstream yet. Most car washes during the mid-20th century were operated by dozens of employees, and a carwash attendant drove a customer’s car into the wash; the interior and exterior of the car were cleaned, and then dried by hand. It was not only a time-consuming process — it sometimes put the customer’s prized automobile in the hands of a young, inexperienced driver.

As a child during the ‘50s, Dan and his father, Carlo Pecora, used to make hog’s hair carwash brushes (a specialized brush that’s easier on a car’s paint job and is made of real hog’s hair) at night in the basement of

the road selling the brushes. It was during all those trips about how to speed up the car washing process.

The idea was relatively straightforward: Create a

simplified carwash that specialized in exterior wash-

ing only. In 1962 Carlo Pecora purchased property in Appleton, Wisconsin, and the following year he opened his first exterior-only carwash in North America — the

Distributors for: ◆ Hanna-Sherman International, Inc. ◆ Meguiar’s Magnum Products ◆ Polychem Products ◆ Turtle Wax ◆ X-Treem

10701 King Williams Dallas, Texas 75220 33

Advantage

Both of These Are

FREE VACUUMS ONE makes Direct Deposits to your account

ONE differentiates your location

ONE gives your customers choices

Quadra with Free vac key switch

$5,900 Factory Direct

Push-Button Vacuum

$960

Factory Direct

• Fragramatics Quadra with the Free Vac Key Switch allows you to switch from “All-Pay Mode” to “Free Mode” or vice versa with the turn of a key.

• Standard vacuum function can be “free” or “pay”.

• Customers always pay for premium services : Turbo Vac, Spot-removing shampoo or Fragrances.

• 8 different credit card systems to choose from. (e-Port pictured/wireless). Can accept coins, tokens & bills.

• Cashless option shown.

• Installation: Bolt it down & add electricity.

Express Washes with free-vacs — Gated or Non-Gated Mini-Tunnels — Gated, Non-Gated or Promotional Self-Serve Washes — Traditional, Gated or Promotional

Enhance your location AND your income!

Call 800-643-1574 FRAGRAMATICS MFG.CO., INC. • P.O. Box 1140, Pine Bluff, Arkansas 71613 Toll Free: 800-643-1574 (USA & Canada) • Fax: 870-535-6690 • Email: sales@fragramatics.com • Visit: www.fragramatics.com

34 060513 FragramaticsAd_FreeVac.indd 1

6/10/13 9:42 AM

Advantage precursor to the express car washes seen commonly around the country today.

“It changed the whole industry. It was all full service before my father dreamt it up more than 55 years ago,” says Dan. The carwash, called Automat of Appleton, was located on the far east side of Appleton — the west side of town already sported a rival carwash, and the property on the east side was relatively inexpensive.

“There was absolutely no traffic on that street,” says Dan about the piece of property that his father chose for the wash.

“It changed the whole industry. It was all full service before my father dreamt it up more than 55 years ago,” says Dan. What made the Pecora’s carwash unique was that the customer never had to watch someone else drive their car — they simply drove up to the wash and their car was hooked onto a 90-foot conveyor belt. They were then pulled through the wash, where automated equipment quickly cleaned the exterior of the car and a superpowered blower dried it off. Then the customer drove off.

“My father eliminated the employees driving the car on and off the conveyor, and he eliminated the employees

doing the inside windows and the vacuuming,” he says.

A central vacuum system was provided free for customers to use themselves. By doing this, labor costs were significantly reduced as compared to all other car washes, so the Appleton carwash cost far less for the customers.

“We were only charging 90 cents for a car wash,” says Dan, noting the cost was lower if the customer also purchased gas.

At first, business was slow. “No one knew we were there,” Dan says.

At 18 Dan worked as the carwash’s manager, and he took it upon himself to drum up more business. He went about posting flyers all across town, and posting ads in the newspapers to promote the family business. The marketing campaign worked: The low-cost plus the quick turnaround was enticing enough for people to commute from the other side of town.

“Nearly every one of the customers were coming out of their way,” says Dan. In November of ’63, just months after opening, they washed roughly 10,000 cars; in December, they washed an estimated 12,000.

The Appleton location was the first of many car washes the Pecora family opened in the U.S. — they also opened car washes in Minnesota, Missouri, Iowa, Illinois, Indiana and elsewhere in Wisconsin. All of the properties they purchased for their car washes were inexpensive to keep overall costs down. The first location continued to do

35

Advantage

36

Advantage well, so much so, in fact, that “people started contacting my father to buy it,” says Dan. They eventually sold off each of their car washes throughout North America one by one, and by that time, “everybody and their brother were building exterior car washes,” says Dan. “He dreamt up all kinds of things,” says Dan about his father’s entrepreneurial skills.

Dan has continued to follow in his father’s footsteps, creating innovative equipment that helps to increase the effectiveness of the modern carwash industry.

The company also still makes the hog’s hair carwash brushes that Dan and Carlo made together over 60 years ago.

Operations Wash Loyalty: System Innovations Beyond RFID Readers Every industry that has competition finds new growth in one thing — innovation. Innovation seeps into every segment and category of business and is essential to sustaining long-term growth.

So it should come as no surprise that, whether it is the high-tech world of Apple and Google or the car wash industry, innovation drives leaders to create

improved methods and systems for their customers.

When car wash manufacturers set out to innovate and change the game for loyalty programs, they set their sights on the previous high-water technology mark — Radio-Frequency Identification (RFID) tags.

INNOVATION RESPONDS

For many in the car wash industry, vehicle wash systems went through a level of innovation when RFID tag readers hit the market. These systems helped to create more convenient customer identification and to automate incentive, loyalty, and subscription programs.

So, how do you create a better experience than RFID for the end user, while making it more convenient and more cost effective for the owner/operator?

How can you obtain a seamless customer interface with the data access of current RFIDs — but without the need of RFID?

License-Plate Recognition

In the case of car washes, license-plate recognition (LPR) technology is the future. The evolution of LPR technology for car washes comes at a time when faceto-face contact with your customers is at a premium.

When it comes to LPR systems, leading-edge technology ensures your customer experience is effortless and secure.

37

Advantage

Endorsed by

38

Advantage This innovative process, which takes only seconds from the moment the license plate is scanned and referenced in a cloud-based system, delivers messaging tailored to each loyal customer at the pay station screen.

It works like this: • A vehicle enters the wash lane and stops for prewash identification • The LPR camera reads the license plate • The license plate syncs with the customer’s account in the wash loyalty system • The wash is activated within seconds Additionally, there is greater marketing potential while using LPR technology to track washes from users not currently in your loyalty program. Once a scan of a license plate has been made, the vehicle can be identified as a non-loyalty member so that the driver can be prompted at the pay station with an option to join the program. If a customer has been to the wash three times in one month, but is not yet a club member, the pay station can be programmed to offer a special promotion to entice them into joining the loyalty program.

Once a customer has been identified as a loyalty member, they can be prompted with custom screens saying, “Thanks for returning John Smith” or with buy-up messages based on their typical behaviors. If they usually purchase triple foam, and on a particular

visit they do not select that option, a message can be generated to ask if they are certain they do not want triple foam.

Loyalty Systems

Working in conjunction with the pay station is the loyalty system. This web-based data management system allows operators to manage a successful loyalty program for multiple sites from one central location.

This system offers infinite code variations and tracking abilities to identify the very best customers and to create a host of different loyalty programs.

The addition of subscription capabilities allows customers to sign up for a monthly wash program right at the pay station before they enter the wash. This also limits the amount of customer-account-management work for wash attendants and specifically eliminates the need for attendants to handle credit card information. The loyalty program includes an e-commerce member portal that also allows customers to register and/or purchase washes on the Internet, as well as manage their accounts online.

LOYALTY PAYS DIVIDENDS

For car wash owners/operators, the importance of retaining even a small fraction of their customer base volume can mean substantial increases in revenues.

39

Advantage

40

Advantage Research data suggest that retaining just 5 percent more of the customer base can mean as much as a 50 percent gain in revenues. When the numbers are that obvious, it’s not surprising that owners/operators are willing to invest in loyalty programs.

Subscription and “unlimited wash” programs are hugely popular with today’s consumers and with fleets that require daily washes. Those loyal customers, who can be counted on to return to a business time and again for a product or service, often do it to feel special, to feel appreciated, or as a convenience for their personal time — it isn’t all about saving money. That being said, like most aspects of successful businesses, loyalty comes down to bottom-line decisions. Many of those decisions must be made by the owner/operator who must invest, maintain, and staff whatever system they choose to employ.

RFID LIMITATIONS

While RFID technology has improved the entry process and enhanced loyalty-program growth, it has some significant limitations. Smaller operators, who do not have a wash attendant dedicated to their in-bay automatic operations, have struggled trying to maintain an RFID operation. Larger tunnel operators, who have to allocate staff to manage tag installations, must incur

the additional cost and time spent managing the RFID process once it is initiated.

While RFID technology has allowed the pay station process to move to a level of minimal interaction for the car wash customer, it does come with some notable caveats. The initial investment in the RFID reader is a significant expense that is just the first step in initiating an RFID program.

The expense for the individual RFID tags, one required for every loyalty customer won, is yet another cost on top of the reader and system fee. The cost of each RFID tag must be absorbed by the owner/operator, packaged into and (hopefully) recouped in the loyalty program, including the replacement of broken or damaged tags.

CONCLUSION

Innovative technology continues to change the landscape of the in-bay automatic car wash. The introduction of LPR technology, along with the integration of essential customer-interface and loyalty-management systems, is delivering a new level of customer ease, satisfaction, and security for a car wash industry that pushes the innovation bar and sets the stage for the next big idea to emerge.

Brian Garavaglia is a business development manager for PDQ Manufacturing Inc., De Pere, WI.

41

Advantage

42

Advantage

Detailing New Innovations In Exterior Express Detailing What can you really do in 15 minutes or less?

Over the last 16-some-odd years of contact with the carwash industry, I have watched express detailing come and go in popularity, and I have observed a myriad of definitions and service delivery options of express detailing.

Defining “express”

To those of us who understand how much time and effort is involved in traditional automotive detailing, the term “express detailing” seems an oxymoron. But the carwash industry has insisted over the years that it can offer an abbreviated version of detailing to waiting customers. It is possible to do so, given we make sure the service offered is appropriate for the customers’ needs and vehicles’ conditions.

It is important that we as an industry create and maintain a standard definition of express detailing.

To that end the International Carwash Association offered the following definition in its Express Detailing Certification Program of the early 2000s: “Express detailing is a quick-serve appearance-care process that can be satisfactorily and conveniently delivered within 15 minutes or less after vehicle washing.”

This definition implies that express detailing is: • Something more than just a carwash • Done quickly (preferably within 15 minutes) • Performed while the customer waits (offering customer convenience).

The target customer for express services includes customers who have newer vehicles or those detailed on a regular basis.

The interior super clean service typically involves a vacuum, dust and light wipe-down of the interior as well as dressing the dash and other panels. The seat cleaning option involves either extracting fabric seats or cleaning and conditioning leather seats. The mat and carpet shampoo involves extraction of those items.

Issue one: Waxing by hand or machine?

Many operators apply wax literally by hand using an easy-on/easy-off liquid or cream wax with shortterm durability. This has several potential disadvantages. Because the wax is applied by hand, several problems can occur.

There is the potential for chemical waste from using too much wax. The application is often spotty or takes a long time to apply thoroughly and evenly. Because there is too much chemical use, the owner/operator often tries to save money by using an inexpensive product. We find the cheaper liquid waxes provide inferior visual results since the car doesn’t look much better than it did before the wax application.

Solution — The solution is to apply the wax using an orbital polisher and soft foam pad. The motion of an appropriate orbital polisher imitates hand motion but with much greater speed. With the correct training the technician can apply express wax much faster than

List of common express services

Exactly what services are performed on the express menu? It depends on who you ask. Across the country there is a large range of services performed which operators call express detailing. But the most common express services are the following four: 1. Exterior hand wax 2. Interior “super clean” 3. Seat cleaning 4. Mat and carpet shampoo.

The express hand wax typically involves a quick application of an easy-on/easy-off wax product with short-term durability. Additionally, the windows are cleaned, and the tires are dressed.

43

Advantage

“Everyone told me MacNeil’s got the best” WHY GARY JONES CHOSE MACNEIL “It’s such a good wash, word gets around that this is the place to clean your car.”

Gary Jones

Super Suds Car Wash, North Platte, NE, on his MacNeil 130’ Express Tunnel with wheel and tire add-ons

IN GARY’S WORDS: Customers love it “We did our first 100,000 cars in a year.”

Superior components for a superior clean “We’ve got two sets of WrapAround brushes and they just do a miraculous job.”

Higher quality, lower maintenance “Even after 100,000 cars it still cleans so well and operates so smoothly.”

See for yourself what MacNeil is doing for Gary.

Visit www.macneilwash.com/garyjones

Everyone wants a MacNeil. www.macneilwash.com 44

A Ryko Solutions Company

Advantage by hand, yet the application tends to be more even and thorough.

Moreover, since the orbital machine applies wax more evenly and in lighter coats, it uses as much as 75 percent less product than hand application. This allows the owner to select better-quality cream waxes that improve the final appearance and feel of the paint.

Some operators object to the use of machines because they believe this disqualifies the use of the term hand wax. I suggest the important activity of hand waxing is the removal of the wax residue, regardless of how it is applied. The hand removal involves the finesse and attention to detail that makes the finished car look great. Objections by picky customers can be assuaged by reassuring them the machine applies the wax more thoroughly and evenly than by hand.

Issue two: To clay or not to clay

Most operators would agree it is impractical to offer clay service as an express detail service because it simply takes too long. As we know, claying the car removes paint surface contamination that does not come off with normal washing. Such contamination includes environmental fallout, rail dust or iron oxide deposits, paint overspray and any of a myriad of other tiny particles that attach themselves to the paint over time.

A common symptom of surface contamination is a rough feeling on the paint even after washing and waxing.

The solution is to use some kind of contamination removal system, and the industry standard for decades has been the use of detailer’s clay — that Play-Doh-looking rectangular block of plastic resin. Those familiar with the use of detailer’s clay know it takes a long time, is tedious and expensive.

After claying the vehicle it must be wiped down and waxed. So until now, claying and waxing a car has been an impractical offering as an express service because it takes too long with one or two technicians or requires a small army of labor to provide within the 15-minute delivery time.

Solution — A new surface contamination removal system has been around for a few years now but is still unknown by many. This tool, called a “surface prep device,” consists of a polymerized rubber coating applied to one side of any number of devices including a microfiber towel, a foam pad or a microfiber wash mitt. This polymerized rubber acts similarly to detailer’s clay in that rubbing it across the paint surface, lubricated with an appropriate spray-wax, will remove almost all the surface contamination from the paint.

Those with experience with detailer’s clay know that a piece dropped on the ground must be thrown away; otherwise it will scratch the car because it grabs grit from

the ground. Also, the piece of clay typically has only a few square inches of available work area, making claying a complete car a time-consuming prospect.

The surface prep device, on the other hand, can offer the user 50 square inches or more of working area, making the process faster. If the surface prep device is dropped on the ground, it just needs to be rinsed off, and it’s ready for continued use. High-quality surface prep devices can last for hundreds of vehicle applications with little diminishment in effectiveness.

At this point you might be thinking, “That’s great, but I still have to wax the car after using your fancy ‘surface prep thingy’!” Here’s part two of the solution: New, highimpact, high-quality, spray-on lubricants are available for use with the surface prep technology. The active ingredient in this new breed of spray wax is a polymer resin similar to those used in highly-touted polymer paint sealants.

The use of a high-quality, spray-polymer lubricant in combination with a high-quality surface prep towel or mitt allows a detail technician to clay and wax a car within 15 minutes. Since the lubricant leaves a phenomenally silky smooth surface, the car needs only to be wiped down with a couple of clean microfiber towels. Spray-polymer has sealant-like durability, so no additional waxing step is needed — the protection is already there.

As with all express services, this service should be sold only to customers who have vehicles appropriate for the service. These would be newer cars or those with mild accumulations of surface contamination, which can be quickly and thoroughly removed in 15 minutes with the new technology.

Inappropriate vehicles have been parked near industrial sites for years or have been coated with paint overspray.

In these cases it is often best to go back to the two complete steps using heavy-duty detailer’s clay and polishing and/ or waxing the paint. This can be accomplished by the trained technician, but will take a couple of labor hours that cannot be compensated by traditional express prices.

Here’s the best part of the spray-sealant/surface prep device combo: Since you are effectively claying and waxing the vehicle in the same 15-minute service, you should be able to charge at least twice the amount of a traditional express hand wax service.

Summary

In future articles I will discuss other common issues with express detailing, including interior detailing challenges and selling challenges. Keep reading every month.

Prentice St. Clair is an International Detailing Association Recognized Trainer and Certified Detailer (Skills-Validated). As the president of Detail in Progress Inc., he has provided training and consulting to carwash and detail operations since 1999.

45

Advantage

Did You Know Low gas prices will continue through summer? The Energy Department says that the cost of gas from April through September will be the lowest since 2009, averaging $2.45/gallon for regular gasoline, versus $3.59/gallon last summer.

Nearly 8 million Americans don’t know they have diabetes? Three in 10 people with diabetes aren’t diagnosed, even though they may have seen a doctor during the year. Beware: Symptoms-fatigue, blurred vision, slow-healing cuts and scrapes, and more frequent unrination–may be subtle and come on slowly.

One tenth of US beaches fail bacteria tests? Water samples from beaches surrounding the Great Lakes have the highest bacteria counts–13% fail to meet the Environmental Protection Agency’s standards. States with high failure rates: Ohio, 35%…Alaska, 24%…and Mississippi, 21%.

Airlines have renamed fuel charges so that they can continue to levy them even with lower oil prices? These carrier-imposed charges are common on international tickets and can be high–a recent round-trip between New York City and London on American Airlines or British Airways costing $1,175 included an airline “surcharge” of $458.

Your clothes affect how you think? People who wore a doctor’s white coat were tested on their ability to spot minor differences between similar pictures. They spotted more differences than people who wore an identical garment but were told that it was a painter’s coat.

BOARD OF DIRECTORS President:

President-Elect:

Vice President:

Treasurer:

Past President:

Vendor Vice President:

Eric Warden Southlake, TX (817) 329-8777

Dave Swenson Austin, TX (512) 346-8050

Clayton Clark Houston, TX (832) 678-3031

Don Witt Dallas, TX (214) 358-2575

DeWayne Hall Oklahoma City (405) 414-14890

Tyler Greffin Burnsville, MN (952) 808-3640

Directors Larry Ayres Wichita Falls, TX (940) 636-3685

Robert Duncan Artesia, NM (575) 308-9248

Brett Meinberg Centennial, CO (720) 934-7289

Jeff Blansit Dallas, TX (214) 912-1729

Tyler Furney Harker Heights, TX (254) 245-8657

Alan Palermo Houston, TX (713) 946-1600

Wes Dawson Dallas, TX (972) 986-7239

Troy Kunkel Fort Worth, TX (817) 808-8769

Andrew Zamora Lubbock, TX (806) 543-2775

Executive Director: Chuck Space

4600 Spicewood Springs Rd., Ste. 103 Austin, Texas, 78759 (800) 440-0644

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

Welcome New Members The SCWA members listed below have joined SCWA since our last issue. We Appreciate your Support!

Monica Blocker

M&M Blocker, LLC Houston TX

Joe Brown

Doug Larson

Spic-N-Span of San Saba Brownwood TX

Suntech Building Systems Houston TX

Scott Buchanan

Jaime Martinez

Tri-State Car Wash Supplies Allen TX

Daniel Cohen

Palms Car Wash Austin TX

Robert Garnett

JTM Truck Wash San Antonio TX

Angela McCoppin

Coldspring Car Holdings Coldspring TX

Robert McNiel

Todd Morgan

Mordondo Enterprises Corpus Christi TX

Carlos Pleitez

Glynn Walker

Kwik Kar Automotive & Wash Round Rock TX

Kyle Yeary

Sparkles Car Wash Solutions Katy TX

First Insurance Services Jasper TX

William Savage

Jong Kwen Yum City Car Wash Co., Inc. Corpus Christi TX

QwikWash America!

Frisco TX

Bernardo Schmitt

Cool Wave Car Wash Lamesa TX

Charles Shugart

Wesgar Corporation Mansfield TX

Scrubbles-Accuracy Partners Bay City TX

CMET Holdings, LLC Waxahachie TX

Don Jacobs

Omar Mian Mian Holdings Frisco TX

Kyle Stephens

QwikWash America!

Frisco TX

46

Brad Larson

Blue Oak Advisory, LLC Irving TX

Up N Style Sugar Land TX

Advantage

Dilution Ratio 630:1

Dilution Ratio 380:1

Dilution Ratio 380:1

Dilution Ratio 250:1

Dilution Ratio 270:1 Dilution Ratio 64:1

Scotch Plaid, Inc.

Saving you money, one pail at a time!

800-527-5220 www.scotchplaid.com 214-358-2575 47

Southwest Car Wash Association 4600 Spicewood Springs Road Suite 103 Austin, Texas 78759

• • • • • • • • • • • • • • • •

presorted standard U.S. Postage

paid

Austin, TX Permit No. 1142

Car Wash Development Since 1984 Ground-up and remodels Car Wash Equipment Sales, Service, Installation and Parts Installation and Service on All Manufacturers Consulting CAD Drawings and Design Services Training (Operational and Maintenance) Site Selection and Evaluation Sell, Supply and Service Chemicals Chemical Evaluations and Cost Controls Marketing and Market Research Ongoing Preventative Maintenance Texas and Surrounding States 24 Hour Service, 7 Days a Week Large Inventory of Parts, Supplies and Chemicals Fleet GPS Monitored for Fast, Efficient Response Times

Pro-Tech Service Company L.L.C. (972) 221-1107 • Fax (972) 434-3036 Email: office@protechsc.com • www.pro-tech-service.com

Pro-Tech Ad.indd 1

1/30/15 9:19 AM