Bert got started in carwashing as general manager of his father's Mission Car Wash in Upland, CA, which is adjacent to Rancho Cucamonga, after owning an agricultural business. His father and a partner had built Mission in 1979.

"I've grown up with the business since we got into it back in the 1970s," Bert says. "I have always enjoyed mechanics, so I was the one chosen to get my hands dirty."

When Bert decided to build Deer Creek several years ago with his father and another partner, he ran into some city roadblocks.

"When we were washing the vehicles for Rancho Cucamonga at Mission, we mentioned to the city that we were interested in building a carwash out there because it was new," Bert says. "They told us if it looked like Mission Car Wash, they would not allow it in their city."

Bert had always felt Mission was an upscale wash, but he contacted an architect who had been successful in getting projects through the city and put him to work.

"The architect was successful but not without a lot of sacrifices one being that we have an acre of landscaping in front of the building," Bert says. "The actual carwash is set down below the level of the highway, so it is basically hidden from the street. The city is very proud of that fact."

The city also told Bert what colors the wash had to be painted and what the exterior materials could be made of.

"They were very instrumental in designing the outside of our carwash," Bert says. "But I think they're proud of it and we are, too. It's hidden, but once people get on the property they're amazed at what's here."

Bert's difficulties with city restrictions didn't end there.

Water Prompts

Other Headaches

"When we built the carwash it was a very progressive city, and they wanted $100,000 to connect the carwash tunnel to the sewer system," Bert says. "We felt that was astronomical."

Bert went to the state of California and the local county boards and got permission to put the wash's water into the flood control channel located next to the wash.

"They didn't feel that was a problem because when it rained we weren't open, so we couldn't impact the flood control channel any more than it already was," he says. "We were then monitored once a month. The water was tested, and California was happy with what we were doing."

However, after about five years the state passed a toxic test, which included placing fish in Deer Creek's water to see if they survived.

Because the fish did not survive, Bert was given six months to get off the system.

"When we went back to the city, they wanted $300,000 to hook us up to the sewer system," Bert says. "We felt we were seeing the end of our carwashing in the town."

Fortunately, the three owners of Deer Creek came across a water treatment company that solved their problems. With their current system, Bert says they have practically zero discharge, with no water going into the sewer other than water from the towel machines.

Volume Heals

All Wounds

Things haven't been all bad for Deer Creek Carwash. According to Bert, the wash's volume is up this year with an average of 14,000 cars a month.

Besides offering customers full-serve wash packages, express and complete detail services and an espresso bar in the lobby, the owners operate a successful self-serve gasoline station that's open 24 hours a day.

"In California, we cannot get customers to come in when it rains," he says. "We can offer a free carwash on a day that it rains and you cannot get a car in here."

Because of this, the gas station has helped the owners through the winter months.

"There have been times when we've been closed 14, 15 days of a month and the gas station would carry us through those times," Bert says.

Couponing Works for Deer Creek

"We do a lot of couponing with the chamber of commerce," says Ted Bert, part-owner of Deer Creek Car Wash. "The chamber sends out a coupon book to each home and department. They're about the most inexpensive for the number of people, and it's been the most successful promotion we've done."

Bert adds that he doesn't use radio or TV advertising because the wash is located in such a dense area that it's hard to target one particular area.

Lube Service

Is the New Goal

The owners now plan to add an oil-change center to the facility.

Bert, his father and their partner owned the entire field behind Deer Creek Car Wash when they purchased the property. Immediately after they sold the land, they discovered that oil changes were becoming popular at carwashes.

"We tried to contact the lady who we sold the land to and get some of the property back, but she would not sell it to us," Bert says. "Six months later the bank repossessed it."

Since then the owners of Deer Creek have gone in with a man who's building some industrial buildings on the north end of the property.

"We're acquiring another acre and a half to build a three-bay oil and lube that will basically be where the parking lot is now," Bert says. "That way customers can either come in to the gas islands or go up to the oil center, and afterward we'll be able to move the cars into the carwash without any problems."

In addition, Deer Creek may soon have a coin-operated carwash added to its facility.

"Being in a newer city, there are only about three coin-ops in the entire city, and we're a population of 130,000 now," Bert says.