Car Wash - Fall 2017 - 41

school or college. "It's this group, more
than anything, that makes Waterway a
special place to work and a special place
for our customers," Bob said. "Nowhere
else can a recent college grad go to almost
immediately have front line management
responsibility for such a large group of team
members. Waterway management is about
people first."

THE CLEAN CAR CLUB

Waterway's approach to hiring and
training their staff is unique, but they were
also a pioneer in developing the unlimited wash loyalty program for customers,
which has a retention rate of more than
90 percent for customers who have been
members for more than a year.
Henry was part of the development
of Waterway's program from the beginning. In 1974, Henry and a few Waterway
employees went on a trip where they saw
two car wash companies with different
kinds of loyalty programs. "We came
back and began what we call the Clean
Car Club," he said. "For a long time as I
was active in the industry, people used to
laugh at us and say, 'You can't possibly
make money on a program where you let
people wash their cars as much as they
want.' At car wash conventions, I spoke
fairly regularly and tried to teach people
that that wasn't the case. Eventually somebody decided that I was right, and so today
we have unlimited programs throughout
the industry."
"People will come up to me and ask if
we have an unlimited plan," Bob said. "I
tell them we've been doing it since the
70s. It's an interesting trend because it's
growing in the car wash industry. They
aren't really discount programs, but
really a subscription model that allows
users to consume more of something
they already like."
The program has seen a number of
changes throughout the years, adding new
categories for customers who have different needs and pricing options. Today, the
company has three options for customers
to match their preferred price point and
service options.
According to Nordgaarden, another
shift is on the horizon. "The next phase
we're looking at is a move to digital," he
said. Customers will use an app that allows
them to monitor their visit, track their

time, receive alerts on gas pricing changes
and daily specials, and more.
Waterway is also looking at the addition
of what they've internally dubbed as dual
service. The idea being to offer both full
service and express exterior only options at
the same site. "Historically as a full service
operation, customers would select their
wash, get out of their vehicles and wait in
a waiting area until we're finished," said
Nordgaarden. "Over the last five years,
we've begun to add and invest across the
company where customers can choose an
exterior option where they can stay in their
car. They're in and out in seven minutes
or less." Nordgaarden says it's been a big
supplement to their current membership
base and really helped increase their wash
frequency and loyalty numbers.

Henry, a past President of the Association
and a member of a number of committees,
thinks the Association's work on research
and strategic planning has helped the
industry make huge strides forward.
"The ICA has studied and continues to
study what makes people want to go to car
washes, which is something that wasn't
done a lot before," Henry said. "The strategic planning process, which continues
today, has helped direct the organization
now for probably 25 years."
Waterway's determination to hire and
train ambitious, high-performing people to
deliver an exceptional customer experience
has paid off for the continually expanding
company. While President and CEO Bob
Dubinsky will openly admit it's not easy, it's
clear he wouldn't want it any other way.

LOOKING AHEAD WITH
LESSONS LEARNED

Throughout their time in the industry,
both Bob and Henry have learned a lot.
"If someone came to me saying they
wanted to get into the car wash business,
I'd say it's a great one to be in, but you can't
own and operate from a distance," Bob
said. "It's the ultimate hands-on business."
Henry echoed that statement. "I've
learned what a lot of new people haven't
yet learned ... that it's a very hard business,"
he said. "People will tell you all you have to
do is open the door and the customers will
come in. It doesn't work that way."
For both Henry and Bob, they believe
providing a great customer experience is
the key to a successful future. "I believe
strongly that customers still value personal service, and we're happy to be in
the full-service business, despite its challenges," Bob said. "Waterway is almost
50 years old, and we get up every day
thinking about how we're going to be
here another 50 years. We understand
the things we've always done that have
made us successful will continue, but
that some things will change going forward, and that's exciting - who knows
what the future holds?"
Henry and Bob believe having a connection with the ICA is one of the best ways to
navigate whatever it is that the future holds.
"The work the ICA is doing around new
car technology and building the necessary
relationships with the auto manufacturers
is huge," Bob said.
FALL 2017 | CAR WASH MAGAZINE | WWW.CARWASH.ORG

41


http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Fall 2017

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Globetrotting
Waterway Gas & Wash
Rising stars
You've made it... now what?
Kadelyn Burgess, Crew Car Wash
Roll up your sleeves
They say they want a revolution
Lessons pave the way to success
Car Wash Excellence Summit
Carina Spurlock, Mister Car Wash
Shaun Nordgaarden, Waterway Gas & Wash
Automotive technology
... And now I own a car wash
“The How of Car Washing”
Take a Tour: Wash N Roll
Blast from the Past
Marketing Minute
Download It!
Ask Champ
Top Tweets
Advertiser Index
5 Things
Car Wash - Fall 2017 - Intro
Car Wash - Fall 2017 - belyband1
Car Wash - Fall 2017 - bellyband2
Car Wash - Fall 2017 - cover1
Car Wash - Fall 2017 - cover2
Car Wash - Fall 2017 - 3
Car Wash - Fall 2017 - 4
Car Wash - Fall 2017 - 5
Car Wash - Fall 2017 - 6
Car Wash - Fall 2017 - 7
Car Wash - Fall 2017 - 8
Car Wash - Fall 2017 - 9
Car Wash - Fall 2017 - 10
Car Wash - Fall 2017 - 11
Car Wash - Fall 2017 - 12
Car Wash - Fall 2017 - Letter from the ICA
Car Wash - Fall 2017 - 14
Car Wash - Fall 2017 - Meet the Board
Car Wash - Fall 2017 - 16
Car Wash - Fall 2017 - 17
Car Wash - Fall 2017 - By the Numbers
Car Wash - Fall 2017 - 19
Car Wash - Fall 2017 - 20
Car Wash - Fall 2017 - 21
Car Wash - Fall 2017 - 22
Car Wash - Fall 2017 - Overheard Online
Car Wash - Fall 2017 - 24
Car Wash - Fall 2017 - 25
Car Wash - Fall 2017 - Globetrotting
Car Wash - Fall 2017 - 27
Car Wash - Fall 2017 - 28
Car Wash - Fall 2017 - 29
Car Wash - Fall 2017 - 30
Car Wash - Fall 2017 - 31
Car Wash - Fall 2017 - 32
Car Wash - Fall 2017 - 33
Car Wash - Fall 2017 - 34
Car Wash - Fall 2017 - 35
Car Wash - Fall 2017 - Waterway Gas & Wash
Car Wash - Fall 2017 - 37
Car Wash - Fall 2017 - 38
Car Wash - Fall 2017 - 39
Car Wash - Fall 2017 - 40
Car Wash - Fall 2017 - 41
Car Wash - Fall 2017 - 42
Car Wash - Fall 2017 - Rising stars
Car Wash - Fall 2017 - 44
Car Wash - Fall 2017 - 45
Car Wash - Fall 2017 - 46
Car Wash - Fall 2017 - 47
Car Wash - Fall 2017 - 48
Car Wash - Fall 2017 - 49
Car Wash - Fall 2017 - 50
Car Wash - Fall 2017 - You've made it... now what?
Car Wash - Fall 2017 - 52
Car Wash - Fall 2017 - 53
Car Wash - Fall 2017 - 54
Car Wash - Fall 2017 - Kadelyn Burgess, Crew Car Wash
Car Wash - Fall 2017 - Roll up your sleeves
Car Wash - Fall 2017 - 57
Car Wash - Fall 2017 - 58
Car Wash - Fall 2017 - 59
Car Wash - Fall 2017 - 60
Car Wash - Fall 2017 - 61
Car Wash - Fall 2017 - 62
Car Wash - Fall 2017 - 63
Car Wash - Fall 2017 - They say they want a revolution
Car Wash - Fall 2017 - 65
Car Wash - Fall 2017 - 66
Car Wash - Fall 2017 - 67
Car Wash - Fall 2017 - 68
Car Wash - Fall 2017 - 69
Car Wash - Fall 2017 - 70
Car Wash - Fall 2017 - 71
Car Wash - Fall 2017 - 72
Car Wash - Fall 2017 - 73
Car Wash - Fall 2017 - 74
Car Wash - Fall 2017 - 75
Car Wash - Fall 2017 - 76
Car Wash - Fall 2017 - Lessons pave the way to success
Car Wash - Fall 2017 - 78
Car Wash - Fall 2017 - 79
Car Wash - Fall 2017 - 80
Car Wash - Fall 2017 - Car Wash Excellence Summit
Car Wash - Fall 2017 - 82
Car Wash - Fall 2017 - 83
Car Wash - Fall 2017 - 84
Car Wash - Fall 2017 - Carina Spurlock, Mister Car Wash
Car Wash - Fall 2017 - 86
Car Wash - Fall 2017 - 87
Car Wash - Fall 2017 - 88
Car Wash - Fall 2017 - Shaun Nordgaarden, Waterway Gas & Wash
Car Wash - Fall 2017 - 90
Car Wash - Fall 2017 - 91
Car Wash - Fall 2017 - Automotive technology
Car Wash - Fall 2017 - 93
Car Wash - Fall 2017 - 94
Car Wash - Fall 2017 - ... And now I own a car wash
Car Wash - Fall 2017 - 96
Car Wash - Fall 2017 - 97
Car Wash - Fall 2017 - 98
Car Wash - Fall 2017 - “The How of Car Washing”
Car Wash - Fall 2017 - Take a Tour: Wash N Roll
Car Wash - Fall 2017 - 101
Car Wash - Fall 2017 - 102
Car Wash - Fall 2017 - 103
Car Wash - Fall 2017 - 104
Car Wash - Fall 2017 - 105
Car Wash - Fall 2017 - 106
Car Wash - Fall 2017 - 107
Car Wash - Fall 2017 - Blast from the Past
Car Wash - Fall 2017 - 109
Car Wash - Fall 2017 - 110
Car Wash - Fall 2017 - Marketing Minute
Car Wash - Fall 2017 - 112
Car Wash - Fall 2017 - Download It!
Car Wash - Fall 2017 - Ask Champ
Car Wash - Fall 2017 - Top Tweets
Car Wash - Fall 2017 - 116
Car Wash - Fall 2017 - Advertiser Index
Car Wash - Fall 2017 - 118
Car Wash - Fall 2017 - 119
Car Wash - Fall 2017 - 120
Car Wash - Fall 2017 - 121
Car Wash - Fall 2017 - 5 Things
Car Wash - Fall 2017 - cover3
Car Wash - Fall 2017 - cover4
Car Wash - Fall 2017 - outsert1
Car Wash - Fall 2017 - outsert2
Car Wash - Fall 2017 - outsert3
Car Wash - Fall 2017 - outsert4
Car Wash - Fall 2017 - outsert5
Car Wash - Fall 2017 - outsert6
Car Wash - Fall 2017 - outsert7
Car Wash - Fall 2017 - outsert8
Car Wash - Fall 2017 - outsert9
Car Wash - Fall 2017 - outsert10
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