Kenilworth was quick to direct its marketing and promotional efforts at young families. And it has succeeded, thanks to a most unusual draw: a laser light show and bubble machine.

By making the carwash an entertainment venue, Kenilworth has connected with the real decision-makers the children.

"The children are the best salespeople," says Miller. "The parents have to come to our wash, the kids won't let them go anywhere else."

What captures their interest are strobe lights on the mitters and brightly colored diamonds, circles and squares that dance and pulse on the wall opposite the drip space.

The bubble machine is an even bigger hit. Kids can control the action by pushing a button that floats bubbles in front of the tunnel window. Children of all ages seem to be enamored with the bubbles.

"Actually we find the adults like to play with it more than the kids," Miller admits.

Walk through a toy store or down the cereal aisle of any supermarket and you witness firsthand the influence children have over their parents. That power can be seen every day at Kenilworth Carwash.

"You get a lot of laughter; The expressions on the children's faces are priceless," Miller says.

The youngsters are so entertained that they're not running around, which is something mother appreciates. And the family atmosphere goes a long way toward attracting women who, Miller says, often feel intimidated by carwashes.

Word-of-mouth and high visibility have kept the ball rolling, as has advertising, Kenilworth makes a point of mentioning its light show in its print ads.

"It's very helpful to have something different to offer," Miller says. "Everyone is offering a clean car, this is a niche for us."

People Are a Good Show

Of course, carwashes can attract families by other means. For example, Rochester, MN-based Mermaid Carwash develops special events each month.

Owner Darrell Hewitt takes center stage, dressing as Mother Goose on Mother's Day, a grumpy old man on Father's Day, the Easter Bunny, a leprechaun, and "an uncommonly good-looking Santa Claus," among other characters. Giveaways include balloons, coffee, candy, stickers, donuts, and bagels.

Often portions of special events proceeds go to area charities, such as 25 percent to Ronald McDonald House on Valentine's Day.

Mermaid, like many washes, offers special promotions in conjunction with these events. For example, black cars are washed free on Halloween, green cars on St. Patrick's Day, and red, white, and blue cars on July 4.

Some operators rely on other events. Another stand-by is the haunted carwash, in which employees attempt to strike fear into the hearts of customers with decorations, costumes and other props.

Promotion Key To Success

Golden Nozzle decided to purchase laser light equipment for use at one of its Springfield, MA, area locations.

Laser lights are positioned to appear as snake eyes in October when the wash maintains its haunted tunnel for 10 days, says Richard Smith, operations manager. Also, the equipment can be moved easily and set up at any location for use at a grand opening or other special event.

Golden Nozzle purchased used equipment two lasers, a half dozen strobe lights and two strobe balls for between $3,000 and $4,000. Since all of the washes have exterior windows, custom covers made from black plastic were constructed.

Wind doors are opened and closed automatically to preserve the darkness. Still, the light show appears more vivid after sunset, so Golden Nozzle starts its haunted runs after 5 p.m.

Golden Nozzle hasn't given up on a regular laser show just yet. Initially, however, the laser light show hasn't lived up to expectations as a promotional item.

"Probably because we didn't promote it enough," Smith says. But even when the equipment wasn't being used on a regular basis, Golden Nozzle made it work for them.

Smith plans to start the shows again this summer, this time backed with more advertising.

"I'd like to try it again," Smith says. "But if we do, we'll definitely have to promote it more."

A Pricey Proposition

Despite the success at Kenilworth Carwash, laser light shows remain uncommon. The reason, according to operators, is cost. Aqua Sonic Car Wash, based in Euclid, OH, had an extensive light and laser show during the 1980s, but suspended the shows at the beginning of this decade.

"The expense was outrageous," says John New, a co-owner of the wash since last year. New says the laser system was state-of-the-art when installed, but became too costly to repair and maintain.

"The light bulbs cost $200, and we had 50 of them," he says.

New says the light show generated tremendous traffic flow and he would love to start it again, but increased competition in the area has kept a lid on overhead.

"Hopefully we can revive it someday," he says. "We've looked into purchasing neon lights, but it doesn't have the same visual impact."Cost is certainly something to consider when contemplating an attention-grabbing option for your tunnel. According to Miller, initial cost for the laser lights and bubble machine at Kenilworth Carwash was about $3,500. He estimates cost of bubble soap at less than $5 a month and describes ongoing costs for electricity and maintenance as "incidental."

Before buying laser lights or a bubble machine, operators would be wise to first rent the equipment, see how it works and gauge response from customers, says Golden Nozzle's Smith. Buying used equipment also can be a tremendous savings, he says.

Miller of Kenilworth Carwash agrees. However he stresses that operators should be willing to pay more for good quality equipment.

To preserve his investment, Miller makes proper maintenance a priority. He cleans the lenses and lubricates each unit monthly and replaces bulbs before they blow out (about once a year).

"The equipment is traditionally in a climate-controlled environment; this is a very harsh setting so you have to take extra care," he says. Location of equipment is important, and he suggests lights be placed up high and away from mist.

Not for Everyone

Laser shows are certainly not for every wash. Many factors must be taken into account before an investment is made in equipment. For one thing, it's got to be dark. Kenilworth Carwash has no exterior windows, which helps achieve proper lighting.

"We had to come up with a happy medium," Miller says. "We want it as dark as possible for the laser show, but the customers want to see their cars."

Other washes may have to cover exterior windows or limit shows to evening hours to ensure adequate lighting. A little research and planning should help determine which promotions laser light show or more traditional methods are best for your wash.

Art Flanagan is a free-lance writer based in Bennington, VT, and proprietor of Write Business.