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Wouldn't it be nice if you could build a wash at the end of every
street in your market area? Or find a location that required every potential
customer to drive past your wash on the way home?
That's basically what Carlos Gosselin has done with the Woodlands Carwash in
Conroe, TX. Gosselin's full-serve wash and express detail center is located on
the single access road to The Woodlands Texas, a planned community of 45,000
people and Houston-area suburb. The wash's strategic location ensures that
local residents won't need to go far for a clean car.
Gosselin, a 12-year veteran who operates two other full-serve washes, opened
the Woodlands Carwash in October 1995. He estimates washing 150 to 180 vehicles
a day, and says he expects business to blossom as the community's population
expands to a predicted 60,000 by the year 2,000. Gosselin washes the average
Woodlands resident's car three to four times a month.
Location Particulars
"This isn't a typical wash is because it's less of an `impulse' buy, Gosselin
explains. "My other carwashes are on highways, and people drive by and say
`Well, I guess I'll wash my car.' The Woodlands Carwash is more of a planned
destination. The residents know we're here, and they know where they're going
when they leave the house." A commercial building code required 40 feet of
forest preserve on all sides except the front of the wash, improving its looks
but making it less visible as well. Its location in the commercial area of the
Woodlands makes it easily accessible to that community but curtails most
passerby traffic.
"We're definitely a community-service carwash," Gosselin says. "We don't
expect to see a lot of customers who are not part of the community because it's
hard for them to know we're here."
The wash's attractive Southwestern-style building was also influenced by
community guidelines. Building materials, colors and signage all had to "blend
in" with the surroundings.
"They [Woodlands] set the colors. We had to use a lot greens, off-whites,
natural colors," he says. "They don't like block or metal buildings, so our
wash is block with a stucco finish. Landscaping was also very important to
them."
Gosselin says that building the Woodlands operation cost approximately
$300,000 more than his other two washes, but that he's pleased with the
results.
Prices and Service
A full-service wash at the Woodlands costs $7.49 -- about the standard
price in the Houston area. Other washes are priced at $10.95, $14.95 and
$19.95. The "top of the line" wash includes tire protectant, underbody rust
inhibitor, polish and sealer wax, air freshener and interior and exterior vinyl
protectant. The detail center brings in between $15,000 and $20,000 per month,
with the average detail costing $25.
The Woodlands Carwash uses a recycling system to reuse about 80 percent of its
water. Once per month its holding tank is pumped out with a tank truck and the
unrecyclable water is taken to a disposal facility. Gosselin says the system
has drastically reduced the wash's operating costs.
Keep'em Coming Back
The wash runs several internal promotions to maintain a strong
relationship with the residents of The Woodlands. When members of the wash's
"VIP Club" show their membership card, they're entitled to special discounts
and exclusive offers. The wash uses the Car Watch system to generate a data
base which includes every customer that visits the wash. A mailing is also sent
out to all the new car owners in the area inviting them to become members of
the "New Car Owner's Club", which entitles them to 30 days of free washes.
Gosselin says that being dependent on one market is a reminder to keep
customer service high.
"Because we only cater to the residents of the Woodlands, we have to be really
careful of our service. In a small community like this, a bad reputation can
travel fast, and we can't count on finding another customer base. It's both a
challenge and a benefit to know we are the only one.
The Woodlands Carwash AT-A-GLANCE
Type: Full-service carwash and detail shop
Location: Conroe, TX
Equipment: Belanger Cloth-type
Owner: Carlos Gosselin
Tunnel Length: 110 feet |
