Car Wash - Spring 2015 - (Page 118)

FOCUS ON THE MEMBER KELLY GEIGER JERRY MILLER WASH N' GO DEPOT CENTRAL POINT, OREGON JERRY'S EXPRESS CAR WASH FT. WORTH/KELLER, TEXAS Q: Tell us about your business. A: We are a 2 1/2-year-old car wash that focuses on being upscale in appearance of our facility, employees and attitudes. We have a 100-foot express tunnel and offer free vacuums, dash wipes a smiles. Being on the former site of an historic train depot, we modeled our new building to reflect the same design of old one - and that's where we got the name "Wash N' Go Depot". Q: Tell us about your business. A: We opened our first Full-Service location in 1989. At one point we owned and operated 3 Full-Service locations. Since that time we have changed our business model and in 2003 we opened our first Express Exterior Conveyor. Q: What do you love most about the industry? A: Coming from a banking background, I wasn't sure what to expect from the car wash industry. The things that I found the most challenging have become what I love most about it: Q: What do you love most about the industry? A: The opportunity to meet other car wash owners in other markets and learn from people that love what they do. It is competitive you have to strive for perfection to achieve a great wash job and excellent customer experience you need to become a mechanic (and problem-solver) overnight Everyday has a different set of challenges Q: What marketing tool has had the biggest impact on your business? A: We found that of all the marketing platforms, direct mailing was the most effective (and track-able) of all the "old-school" methods. We have gained a solid base with Facebook and are beginning to adopt and develop some of the "new-school" methods that other industries have mastered. Overall, a great customer experience that causes them to tell their friends and family about us has still proven to be the most valuable marketing. Whether its a great wash-and-go experience, or how we handle a mistake or damage, we always have to find a way to "wow" the customer every time.  Q: What's one technology or innovation that will change the future of car washing? A: You can look at this question a few ways. Negatively - I bet a lot of owners/operators worry that someday there might be a automaker that designs a car that never needs washed. I hope that's just science fiction. But positively - I think that there are a few things that will change the future of car washing. Anything that that makes the wash process more effective, efficient and safer, while speeding up wait times and improving customer experience will not go unnoticed. Some of those things have been RFID technology, unlimited monthly memberships and more adaptable equipment. I look forward to seeing new innovations that address these issues. Jerry's Express Car Wash currently owns and operates 4 Express Conveyor locations with another site under contract in the DFW market. Q: What marketing tool has had the biggest impact on your business? A: The New Cars Wash Free program is bringing new customers to our locations everyday and introducing them to the advantages of using a professional car wash. Many for the first time! Most of these new customers also become Club Members in our unlimited program. Q: What's one technology or innovation that will change the future of car washing? A: The car wash industry is constantly evolving and improving with new wash equipment, chemicals and computer systems. The good operators will continue to reinvent themselves and add new improvements to their locations to keep up with changing technology. Q: What are some of the most interesting design innovations you have seen or utilize in your business? A: The "lava" flow or "wall of foam" dispensers have provided the opportunity for new packages, higher ticket averages and marketing at the Express Exterior Conveyors. Q: What is your best advice for upcoming entrepreneurs in this industry? A: Attend The Car Wash Show and ask questions. Get involved in the International Carwash Association and your Regional Association. Both have a lot to offer and will provide the opportunity to visit with successful operators that have been down the same road. Q: What are some of the most interesting design innovations you have seen or utilize in your business? A: There isn't one design innovation that stands out. We just try to blend old-school service with new-school technology. We have the latest equipment from AVW which includes unlimited monthly memberships which is beginning to transform our business to a completely different model from which we started. Q:  What is your best advice for upcoming entrepreneurs in this industry? A: If you have a goal for a business (or your life), just remember: If it were easy, everyone would be doing it. Do more research, and have more perseverance than the other person. It will be hard, but it will be worth it. 118 CAR WASH MAGAZINE | WWW.CARWASH.ORG | SPRING 2015 http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Spring 2015

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Trends in car wash design
Creativity & innovation: the myth of the lightning bolt
Better by design
Revamping the retail experience
The importance of purpose in pursuit of extraordinary outcomes
Efficient offices for car wash owners/ managers
Risk vs. Reward
Marketing with a purpose
Building a legacy
2014 Consumer Study
2014 Annual Report
Dealing with bad online reviews
Wash ideas with Perry Powell
How can you take your social media to the next level?
Building strong work teams helps your bottom line
The Apple way
Making better business decisions: the critical thinking advantage
Do you know your perfect customer?
10 tips for D.I.Y. recruiting
Businesses victimized by cyber crime: the loss may be theirs
Take a Tour
Unsung (car wash) hero
Blast from the Past
Ask Champ
Download It!
Index of Advertisers
Focus on the Members

Car Wash - Spring 2015

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