American Laundry News - January 2015

BOOST CUSTOMER LOYALTY

Speed Queen’s Dan Bowe elaborates on concepts described in this month’s cover story, on how investing in the basics and creating a tailored customer experience will convert a patron into a frequent customer.

SETTING THE STAGE FOR CLEAN 2015

1987 was the last time the city of Atlanta played host to the Clean Show. Editor Carlo Calma discovers just how much the city has changed since then, and provides a sneak peek of what to expect at this year’s show, in his travelogue.

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new year, fresh face

INTRODUCTIONS ARE IN ORDER

Today, I’m pleased to introduce Carlo Calma as the editor of American Coin-Op. You’ve no doubt seen Carlo’s work in this magazine already, as he’s been working for American Trade Magazines LLC as our editorial assistant since late 2012.

Carlo is a graduate of Lewis University, Romeoville, Ill., where he earned a bachelor of arts degree in communications while serving as editor-in-chief for the school’s award-winning newspaper. He interned for Agent Publishing, Chicago, before joining ATM.

Carlo brings a fresh perspective to the editor’s chair, and is eager to begin building relationships with you, our readers. While I’ll continue to oversee American Coin-Op’s content as editorial director, Carlo will be our man on top of the latest coin laundry industry developments.

He’s anxious to hear from you: your story ideas, your feedback, your thoughts on where this industry is headed. Please join me in welcoming him when you call or write.

And now, I turn this column over to Carlo.

Bruce Beggs Editorial Director

START OF SOMETHING NEW

Formal introductions are never easy for me. I stared at my computer screen, watching the cursor blink incessantly, before I was able to come up with what I wanted to say.

Despite this, I can confidently say that I am truly honored and humbled to be able to serve you, our loyal readers, in bringing fresh and exciting content to help you and your coin laundry business continue to grow and succeed.

Our first issue for 2015 is filled with content that will help you get the new year started off on the right foot. From tips on how to grow and nurture a loyal customer base, to getting prepared for the upcoming tax season. Planning a visit to the Clean Show in April? Let my travelogue, starting on page 22, give you a sneak peek of what to expect.

I am beyond thankful for this opportunity, and am looking forward to continue learning more about this fine industry.

So, readers, if you have exciting news or a story you’d like to share, I’d love to hear it. Until then, here’s to the new year, and a new beginning!

Carlo Calma Editor

EDITORIAl

Charles Thompson, Publisher

E-mail: cthompson@ATMags.com Phone: 312-361-1680

Bruce Beggs, Editorial Director

E-mail: bbeggs@ATMags.com Phone: 312-361-1683

Carlo Calma, Editor

E-mail: ccalma@ATMags.com Phone: 815-768-7339

Roger Napiwocki, Production Manager

Nathan Frerichs, Digital Media Director

E-mail: nfrerichs@ATMags.com Phone: 312-361-1681

ADvISORY bOARD

Ann Hawkins Wayne Lewis

Kathryn Q. Rowen

ADvERTISING

Donald Feinstein, Natl. Sales Director

E-mail: dfeinstein@ATMags.com Phone: 312-361-1682

OFFICE INFORMATION

Main: 312-361-1700 Fax: 312-361-1685

SUbSCRIpTIONS

630-739-0900 x100 www.AmericanCoinOp.com

American Coin-Op (ISSN 0092-2811) is published monthly. Subscription prices, payment in advance: U.S., 1 year $39.00; 2 years $73.00. Foreign, 1 year $89.00; 2 years $166.00. Single copies $7.00 for U.S., $14.00 for all other countries. Published by American Trade Magazines LLC, 566 West Lake Street, Suite 420, Chicago, IL 60661. Periodicals postage paid at Chicago, IL and at additional mailing offices.

POSTMASTER, Send changes of address and form 3579 to American Coin-Op, Subscription Dept., 440 Quadrangle Drive, Suite E, Bolingbrook, IL 60440. Volume 56, number 1. Editorial, executive and advertising offices are at 566 West Lake Street, Suite 420, Chicago, IL 60661.

Charles Thompson, President and Publisher. American Coin-Op is distributed selectively to owners, operators and managers of chain and individually owned coin-operated laundry establishments in the United States. No material appearing in American Coin-Op may be reprinted without written permission. The publisher reserves the right to reject any advertising for any reason.

© Copyright AMERICAN TRADE MAGAZINES LLC, 2015. Printed in U.S.A.

Bruce Beggs

Carlo Calma

NEW CUSTOMERS, IMPROVED SALES FOR MAJORITY IN 2014

The majority of coin laundry owners and operators surveyed in December’s American Coin-Op Your Views survey say “[attracting] new customers” (79.0%) and “improved overall year-over-year sales” (79.0%) were among their accomplishments in 2014.

Close to 32% of respondents say they hired new employees in 2014, while equal shares of 15.8% say they “renovated [their] store,” “added a new location,” and/or accomplished “other” goals, like adding new equipment.

Roughly 11% of operators report they accomplished “[cutting] utilities cost.”

Operators who say their coin laundry sales improved in 2014 attribute the success to an increase in their customer base (70.0%), increasing their prices (35.0%), and/or boosting marketing efforts (15.0%). Equal shares of 10.0% attribute their improved sales to competition decreasing, costs/expenses decreasing, and/or offering up new extra-profit services.

One-quarter of respondents attribute improved sales to “other” factors, like replacing equipment, or increasing their store’s operating hours.

Laundry owners and operators were also asked to weigh in on what they believe 2015 business will look like.

An even 70.0% of respondents predict their wash prices will increase, while 30.0% say the prices will remain the same. No one who took the survey predicted their wash prices will decrease in the new year.

Close to 81% of respondents believe their dryer prices will remain the same in 2015, while 19.1% predict dryer prices will increase. Again, no one who took the survey predicted decreasing dryer prices in 2015.

Overall 2015 business will be “better than 2014,” says 52.4% of respondents, while roughly 43% believe it will be “about the same” as 2014.

Close to 5% believe 2015 business “won’t be as good as 2014.” No one who took the survey reported being unsure of how 2015 business will fare compared to 2014.

American Coin-Op’s Your Views survey presents an unscientific snapshot of the trade audience’s viewpoints at a particular moment. Due to rounding, percentages may not add up to 100%.

Subscribers to American Coin-Op e-mails are invited to participate anonymously in an industry survey each month. The entire American Coin-Op audience is encouraged to participate, as a greater number of responses will help to better define owner/ operator opinions and industry trends.

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Customer Loyalty Building

back

by Carlo Calma, Editor

Chance Stone, owner of Tropical Laundromat in Holly Hill, Fla., has plenty of competitors he’s facing in his town, situated just seven miles northeast of Daytona Beach.

“We’ve got four competitors within a three-mile radius,” Stone says. “Two of those competitors are within a mile of us, so it makes it an area that has a lot of competitors in what we do.”

Despite facing stiff competition, Stone explains that his laundry business, which he’s been operating for four years now, continues to grow. So much so that he’s been able to draw in customers from as far as 12 miles outside of his community.

Stone attributes this accomplishment to the strides he’s made in establishing his store’s loyalty efforts, both online and in his store.

He’s not alone. American Coin-Op reached out to various operators across the country regarding the steps they’ve taken, and the strategies they’ve implemented at their stores to not only attract new customers, but to keep regulars coming back.

‘A WIDER NET’

Whether electronic or an old-fashioned punch card, one tactic operators have been utilizing at their stores to create a customer base of regulars is through a simple loyalty card.

Deborah Dower, owner of four Paradise Laundry locations in the greater Sacramento, Calif., area, has installed an electronic card system at her stores to set up her “Wash Club” rewards card, which she explains brings various benefits to her business.

“One of the key things is we’re an unattended store,” Dower says. “All of our stores are quarter stores, but we added credit [card] capability, and with that, we purchased proprietary ‘Wash Club’ cards, and that is what we [use] for customer acquisition.”

“By having a loyalty card, or a frequent washer card, I load those up with $5 credit and that’s what I can mail out to get people to come in and try our store.”

Dower explains that she has a “call to action” on her website, encouraging customers to register their card. Upon doing so, registered users get 10% “frequent washer”

Refining loyalty efforts, social media campaigns and store promotions to keep customers coming

Photo: © iStockphoto/Sam-Stock

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credit each time they use their card, as well as a “new member” bonus in which Dower matches 50% of the initial value customers load onto their card.

“We wanted to add credit cards because I wanted to be able to reach a different demographic,” explains Dower, who not only utilizes the system for customer acquisition, but to issue refunds, as well. “I really felt that we’re obviously capturing the quarter laundry users with the coins, but I felt that we could add credit cards and … we would cast a wider net and be able to capture that homeowner that has a washing machine, but needs those oversized items [cleaned].”

Colleen Unema, owner of Q Laundry, Bellingham, Wash., has a similar structure to her store’s loyalty cards. Unema gave away preloaded cards to locals when she opened her store in June 2013, and continues to give customers 10% on every dollar they spend.

“Fully a third of our business is on these loyalty cards. That means I have access to good information regarding what machines are used, how often [customers] come, average value per visit—all kinds of information that helps me manage my business smarter,” says Unema.

Tiberio “Tiby” Erdely owns San Antonio Green Laundry, San Antonio, Texas, a fully

cashless laundry store that he’s been operating for almost a year now.

In addition to utilizing loyalty cards to build a customer base at his store, Erdely is in agreement with Dower and Unema that the card system he’s installed provides various management benefits.

“[Customers] earn the points, they get a bonus, but to me … the value of it is because every machine gets cleaned up every single time they use it, and if somebody leaves something inside a machine, a T-shirt, whatever it is … we see who used that machine the last time,” he explains.

“I think that’s the main thing, that it’s not only the bonus, but the control that we have.”

ONE-TWO PUNCH

For his store’s loyalty card, Stone has taken a more traditional approach, providing customers a punch card to redeem rewards.

Patrons provide their name, e-mail address and phone number on the cards, and are given one punch per visit.

“We may have a ‘Wacky Wednesday’ that we’ll announce on the website, in terms of how many punches you can get on your loyalty card,” says Stone, explaining that on such days, he will double or triple the number of punches he gives to customers’ cards. “We’ll try to bolster a day where our volume may be a little lighter than some of our other days.”

Though he also runs in-store promotions—like offering 15% off wash-dryfold service every Thursday—Stone uses his store’s loyalty cards as a tool to host store giveaways.

“Once they have 10 punches on their card, it gets entered into a box, and that’s where the giveaway comes into play,” says Stone, explaining that customers are then entered into a drawing. Past prizes have included a $50 gift certificate for store services.

Phil Irwin, owner of Waters Express

Laundry Center, Tampa, Fla., operates a similar monthly giveaway program called “Wash to Win.”

“What happens is every time they do a load, we hand them an entry form, so the more loads that they do, the more entry forms that they have [and] the better opportunity that they have of winning one of the prizes,” says Irwin, with prizes ranging from restaurant gift cards to tablets and salon services.

Irwin explains that he used his experience as a McDonald’s franchisee in setting up his store’s loyalty program.

“We learned that the better that you take care of your customer, the more loyal the customer is going to be towards you, and taking care of you and your business,” he says.

Stone shares the same philosophy, stressing the importance of giving back to customers, as well as using the opportunity to create buzz about his store.

“Before there wasn’t anything like that in place, there’s really nothing for the customers to talk about, there’s no synergy. There [was] really nothing to build on, so the rewards program has done a couple of those things for us,” says Stone.

The drawing also allows Stone to capture customer data to further build his loyalty program upon.

“The e-mail address was the main thing. We’re able to now build a directory … of e-mails to where we can send out

Deborah Dower (right) owns and operates four of her Paradise Laundry locations in the greater Sacramento, Calif., area. Dower has established a rewards card at her store and remains active on social media to attract new customers and retain her regulars. (Photo: Courtesy Deborah Dower)

Tiberio “Tiby” Erdely, owner of San Antonio Green Laundry, San Antonio, Texas, stresses the importance of providing consistent customer service to build a loyal following. (Photo: Courtesy Tiberio Erdely)

thank-yous, we can send out greetings for holidays, we can send out a plethora of things and it keeps us in contact with our customers.”

GARNERING ‘LIKES’ AND FOLLOWERS

Keeping in contact with customers is key, according to the store owners interviewed, as many of them execute this through e-mail and modern channels like social media.

Unema explains that through her loyalty program, she’s built a 1,000-plus list of customer e-mails that she reaches out to twice a month with special offers.

Unema also uses social media sites like Facebook, saying that she stays active on the site, posting content one to two times per day.

“What you have to remember is your best [Facebook] follower only gets four or five out of 10 posts; and if they don’t ‘Like’ a post, photo or update, they will not get any of your posts after awhile,” Unema explains.

Erdely follows the same principle, staying active on his store’s Yelp page.

“As soon as somebody puts up a review on Yelp, I get a notification on my phone, and I respond right away,” he says. “At the time that I receive it, I stop what I’m doing, I go to the computer and I respond, and I thank the people for putting up a review.”

Stone incentivizes his customers to engage on social media, explaining that he offers a $1 coupon to customers for “Liking” or following his business.

“Basically what we do with that dollar

coupon is we don’t give those four quarters, in a sense. What we do is we take those four quarters and put them in a vend of their choice,” he says. “Sometimes [liking a page] is not enough, sometimes you need an incentive to get [customers] to go the extra mile. This isn’t going to break the bank for us; this is money that’s going right back into the store.”

In her experience with social media, Dower explains that her customers’ preference for certain platforms varies from store to store.

“What I’m finding is at every store, one social media does not fit all … and it really depends on your demographics, what they’re using out there and what’s going to reach them,” Dower says.

SOCIAL MEDIA MANAGEMENT

Managing multiple online accounts can be daunting, but Dower explains she uses sites like Yext to update and keep track of her store’s online listings, as well as Hootsuite to manage her stores’ social media accounts.

“Hootsuite has been really helpful because you can make a post to Twitter and all of [your] Facebook pages at once instead of having to go log in each one,” says Dower.

Having an online presence, particularly a website or mobile website, is of importance, according to Dower, who explains that roughly 60% of her customers discover her store while using a mobile device.

For those unsure of how to create a website, both Dower and Unema advise store owners to seek coun-

sel. Stone reached out to a local design team to create his store’s website, for example.

Dower also stressed the importance of “claiming” online directory listings, saying, “If you’re not going to have a website, you at least need to have the directories out there; claim those directories, especially Google, Bing and Yahoo.”

Staying active online and managing a store’s social media accounts is key, as it can present opportunities to better your business, according to Irwin.

“I had one gentleman who gave me a [low rating]. He was totally dissatisfied with the service that we had provided him,” says Irwin. “By interacting with him and talking to him, we were able to find out what the problem was. … It took us a while, but we finally regained him as a customer, and he’s a full-time wash-dryfold customer again. Not engaging in social media would not have given us the opportunity to do that.”

For many of the store owners interviewed, offline, face-to-face interaction is of importance, as well.

“Every time we get somebody here in the store, regardless of who they are, when it’s their first time, we always ask them how they found us,” says Erdely. “We get a lot of response from Google and from Yelp, and from word of mouth.”

“My number one question, whether I’m in the store or whether I’m talking to a customer, I always ask, ‘How did you find out about us?’” explains Dower. “And even if they say Yellow Pages, I want to know which one. If they say online, I want to know what search engine. I’m constantly asking them how they heard about us.”

Phil Irwin (right), owner of Waters Express Laundry Center, Tampa, Fla., hosts a monthly giveaway for his customers. Irwin used his experience as a former McDonald’s franchisee to set up his store’s loyalty efforts. (Photo: Courtesy Phil Irwin)

Chance Stone (left), owner of Tropical Laundromat, Holly Hill, Fla., says that educating employees on the benefits of a store’s rewards program and getting customers engaged is key to customer buy-in. (Photo: Courtesy Chance Stone)

EMPLOYEE BUY-IN

Getting customers invested in a store’s rewards program or loyalty efforts lays in not only selling its incentives as a store owner, but also educating staff on its

benefits.

“The staff is basically on the front lines. They’ve got to be engaged because they’re the ones that are going to be walking around and interacting with customers, making sure that they’ve got loyalty cards, making sure that they’re getting them punched,” says Stone.

“Basically, they’re the ones that are talking it up with our patrons. If they’re not engaged, then the rewards program, really, it doesn’t work. … It takes a lot of cooperation with the staff and getting them on board and getting them to perform the work that needs to be done to get the rewards program rolling.”

Irwin agrees, saying, “I always have one attendant on the floor at all times, interacting with the customers and talking to them. … We get a lot of feedback in terms of what we’re doing and how it is that we’re doing it.”

‘DON’T IGNORE IT’

Though the man-hours required to establish a loyalty program, promotions or social media campaign may seem lengthy, the store owners interviewed explain that

the investment is worth the effort.

“Don’t be afraid of it. Put the work in up front,” says Stone.

“If you have to hire somebody, then hire somebody. The investment that you put in is only going to be compounded in the profit that you get back from the back side of it.”

“Match your efforts to your target customer base,” Unema advises. “I have three target customer types and meet each one in a different way, toward the same goal of [becoming] a repeat, regular customer.”

For Dower and Erdely, consistent service is the key underlying factor.

“Customers will become loyal when they know they’re going to get the same thing every time, and that’s what they come back for, is that same experience,” says Dower.

“Stick to it and be constant on what you do; provide the same service every single day, and don’t slack off,” says Erdely.

Irwin’s advice regarding customer loyalty efforts is simple: “Don’t ignore it.”

“If you ignore it, you’re ignoring the potential to have a lot of customers come your way that would not have come your way otherwise,” he says.

ACO

When establishing a store’s loyalty efforts, Colleen Unema, owner of Q Laundry, Bellingham, Wash., advises store owners to tailor their efforts to their intended customer base. (Photo: Courtesy Colleen Unema)

Lasting impressions that Boost customer LoyaLty

Consumers want to get the most out of their money while receiving quality service and products.

Keep this key thought in mind when considering how to nurture and strengthen loyalty among both new and existing Laundromat customers.

From the moment a customer walks in the door, to when they remove their last load from the dryer, every aspect of his or her experience must be on point.

Here are five ways to leave a lasting positive impression and help customers see your store as the best choice for their laundry needs:

INVEST IN THE BASICS

Customers invest time and money to do laundry at your store, and deserve to feel safe and comfortable while completing the task.

Before stepping inside, a prominent, professionallooking sign shows customers that you are proud of your store and are committed to making their experience a positive one.

Once inside, the store must be aesthetically pleasing. Keeping floors and machines clean, and free of loose articles and debris, goes a long way to creating a favorable environment.

Survey and sweep the Laundromat frequently throughout the day. Beyond routine cleaning, repair any damaged ceiling tiles, wax floors, paint your store frequently, and replace dim lights as needed. Additionally, a clean, well-kept restroom is essential.

If customers perceive your store as a dark and dingy place, they will take their business elsewhere.

Once these basics are in practice, store owners can enhance their space by providing comfortable seating, easy-rolling laundry carts and sufficient folding space.

CREATE A TAILORED EXPERIENCE

Defining and educating yourself about your store’s target market, and then catering your marketing to that specific audience, is essential.

A demographic report can help define this audience by providing information on the surrounding population.

Additionally, it is important to learn about your customers’ lifestyles, attitudes and values.

Consider chatting with residents or visiting nearby businesses to gain perspective. This valuable insight will help you to cater your store’s amenities and offerings to your specific neighborhood.

Inside the store, get to know customers on a personal level and learn what store features they value most. Use this information as guidance to demonstrate areas of improvement and success.

Train employees continuously to increase customer service skills. Provide employees with uniforms so customers can identify them easily, and offer perks that competitors do not, like carrying bags to customers’ cars.

By targeting the audience that is most likely to visit your Laundromat, you’ll be better able to maximize marketing dollars and programs.

Asking for input gives you instant credibility. You will be viewed as someone who genuinely wants to provide top-notch service, and your customers will be comfortable referring their friends and family to your store.

BOOST IN-STORE MARKETING

Marketing isn’t solely a means to attract new customers. To build loyalty with existing customers, it is imperative to market to them as well.

As a general rule of thumb, 1-2% of gross income should be dedicated to in-store marketing.

There are many ways to market your store from the inside, including hosting contests, giveaways and offering weekly specials. Then, be sure to advertise them using large banners or window stickers, as well as instore signage promoting any ancillary services.

Lastly, you must reward your current customers for their dedication to your business. Thank them by offering a special discount program or punch card.

Advanced machines even have a “lucky cycle” program, which offers a free or discounted wash on a

Dan Bowe

From the moment a customer walks in the door ... every aspect of his or her experience must be on point.

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machine after a predetermined number of cycles.

PrOVIDE EXCEPTIOnaL EQuIPMEnT

Providing reliable machines that work without issues is another way store owners can retain and attract satisfied customers.

Modern machines are not only built to last longer, but their advanced controls and maintenance alerts can help store owners address any issues that do arise more quickly to keep machines working at peak performance.

These technologies and reports allow a store owner to gain back the time he/she would have spent diagnosing a machine and making repairs.

Also, features on modern equipment include shorter wash and dry times, various pricing options, and customized wash cycles. With the ability to tailor wash programs to specific load types, and get customers out in less time, you are providing a more pleasant experience at the Laundromat.

GET OnLInE

What better place to share the good news about your store’s

offerings than on the store’s website or social media channels?

Point out your store’s unique, tailored offerings, which could ultimately lead a potential customer to choose your store over someone else’s.

One tactic to boost your store’s Web and foot traffic is to offer occasional discounts for Facebook fans or Twitter followers.

Provide a reward, such as a discount on dryer time, for any customer that “checks in” on Facebook while they are at your store.

Also, make sure your website is listed on Google Places, which allows your store to appear in Google searches, and provide your basic information and a link to your website.

Monitor sites such as Foursquare or Yelp, which allow users to write reviews of businesses, to find out what customers are saying. Remember, a comparison between a Laundromat with a comprehensive Web presence versus one without could be the deciding factor as to whether a customer visits your store or not. Aco

Dan Bowe is the national sales manager of Speed Queen’s® Commercial division. For more information, visit www. SpeedQueen.com/CoinOp101 or call 800-590-8872.

Clean 2015 Setting the Stage for

A SNEAK PEEK INTO THE CITY OF ATLANTA AND WHAT TO EXPECT FOR THIS YEAR’S CLEAN SHOW

By Carlo Calma, Editor

Nearly 30 years has passed since the Clean Show, formally known as the World Educational Congress for Laundering and Drycleaning, last set its stage in Atlanta at the Georgia World Congress Center (GWCC).

Clean 1987 was held in what is now the “A” building of the Congress Center, which has a total exhibit space of 340,000 square feet, according to show organizer Riddle & Associates.

Sponsors for the 1987 show included the Coin Laundry Association; the Institute of Industrial Launderers (which, as the Uniform & Textile Service Association, merged with the Textile Rental Services Association of America after Clean 2009); the International Fabricare Institute (now the Drycleaning & Laundry Institute); the National Association of Institutional Linen

Management (now the Association for Linen Management), the Textile Care Allied Trades Association and the aforementioned Textile Rental Services Association.

After nearly three decades, the Clean Show returns to Atlanta April 16-19.

As part of its efforts in re-familiarizing the industry with the city, Riddle & Associates, in conjunction with the Atlanta Convention & Visitors Bureau (ACVB), hosted a two-day “media familiarity tour” here in early November.

It was my first time venturing into Atlanta. The tour itself not only provided a small sample of the Southern hospitality attendees can come to expect, but also a sneak peek of what’s in store for Clean 2015.

GEORGIA WORLD CONGRESS CENTER

Officially opened in 1976, the GWCC has undergone numerous expansion proj-

ects since it last hosted the Clean Show.

Today, the 3.9-million-square-foot convention center houses 1.4 million square feet of exhibit space, making it one of the “top five largest convention centers in the country,” according to the GWCC.

Clean 2015 will take up nearly half of the total exhibit space square footage, with the exhibition taking place in halls 2 through 5 of building B, encompassing a total of 518,000 square feet, according to Riddle & Associates.

To accommodate many Clean Show exhibitors’ need for steam power, a new steam system was recently installed at the center and is now fully operational, explained John Riddle, president of Riddle & Associates.

The steam system covers approximately 125,000 square feet of exhibit space, according to the company.

Riddle and Brian Wallace, CLA president and CEO, and Clean 2015 chairman, expressed excitement about the upcoming show. At press time, more than 90% of space on the current exhibit floor plan is under contract, according to Riddle & Associates, and the Clean Show website listed 332 exhibitors.

The overall space at the GWCC can be overwhelmingly expansive, so plan to wear comfortable walking shoes.

Though there will be plenty of exhibitors to visit on the show floor, attendees can take a break and grab a meal just outside of the exhibit halls at one of the center’s various food courts, or simply relax in either the atrium-style indoor seating areas, or the outside patio space.

SIGHTS AND SOUNDS

Those looking to venture outside the halls of the GWCC will have plenty to see and do.

Atlanta is set to play host to this year’s Clean Show, the first time in nearly 30 years. Much has changed since then, both within the industry and in the city itself. A large addition is Centennial Olympic Park, built as part of the 1996 Centennial Olympic Games. (Photo: Gene Philips / Atlanta Convention & Visitors Bureau)

Various attractions are within walking distance, while some are only a short cab ride away.

Here are a few locales the ACVB treated me to during the media familiarity trip: Centennial Olympic Park

Just across from the GWCC is Centennial Olympic Park, built as part of the Centennial Olympic Games Atlanta hosted in 1996, and what the ACVB calls the “heart of [downtown Atlanta’s] tourist hub.”

Attendees can stroll the 21-acre park and have a sweeping view of the city’s skyline, as well as learn the history of the Centennial games, or cool off by the park’s interactive fountain, The Fountain of Rings.

Center for Civil and Human Rights

Located across from Centennial Olympic Park, and housed in a bright, modern, new building, the recently opened Center for Civil and Human Rights highlights the history of the American Civil Rights Movement, bridging it with contemporary human rights movements around the world.

Historic moments, including Dr. Martin Luther King Jr.’s March on Washington, comes to life through archived photos, videos and artifacts, and through touch-screen informative displays.

Georgia Aquarium

The ACVB also took me on a behindthe-scenes tour of the Georgia Aquarium, known as “the world’s largest aquarium.”

Opened in 2005, the aquarium features a variety of aquatic animals housed in more than 10 million gallons of water.

In one of its exhibits, the Ocean Voyager, visitors walk through an acrylic tunnel, which provides a nearly 360-degree view

of the aquarium’s 6.3 million gallon tank.

College Football Hall of Fame

The College Football Hall of Fame just opened in August, and has plenty of unique exhibits and interactive displays that provide fun for all.

Upon entering, visitors are given an “All-Access” pass equipped with an RFID chip, which they will be able to digitally personalize by selecting their favorite college football team.

Guests will have a unique, customized tour as they navigate their way through the museum’s exhibits, which recount the overall history of college football, as well as present their favorite team’s historic game highlights and player bios.

Peachtree Trolley Tour

Those looking to explore beyond the confines of the GWCC can do so through a

Peachtree Trolley tour.

Visitors can board the narrated tour at the Hilton Garden Inn on Baker Street, and see sights such as the Georgia Dome, the Martin Luther King Jr. National Historic Site and the Atlanta Botanical Garden.

SERVING UP COMFORT

The media tour was packed with plenty to see. I know that trekking between one point of interest to the next easily build up my appetite.

Thankfully, the ACVB presented plenty of unique local eateries suitable for hungry hounds and foodies (like yours truly).

TWO Urban Licks

A 15-minute cab ride from the GWCC will lead visitors to TWO Urban Licks.

Situated on the Eastside BeltLine Trail, and housed in a restored warehouse,

CHEETAH FAST CUNNING SLEEK AGILE

Clean 2015 will take place in halls B2 to B5 of the Georgia World Congress Center, encompassing a total of 518,000 square feet, according to show organizer Riddle & Associates. (Photo: ©2007, Kevin C. Rose / AtlantaPhotos.com)

The Clean Show is the largest, most important event in the laundering, drycleaning and textile service industry. It’s the summit of the laundry business, bringing together the industry’s leaders, experts and peers along with the latest textile care technologies. The Clean Show places the entire industry before you.

Register now at www.cleanshow.com. April 16-19, 2015 Georgia World Congress Center Atlanta, Georgia USA

TWO Urban Licks serves up a fusion of both traditional dishes and unique eats, like salmon chips, lobster tostada and the addictive pimento cheese hush puppies.

Visitors will have plenty to feast on— both on their plates (as portions can be generous) and in the restaurant’s overall atmosphere.

The dimly lit ambiance provides a truly intimate setting, while live blues music plays amid the hustle and bustle of the restaurant’s open kitchen, which is centrally located, allowing diners to feast their eyes on their meal before it arrives at their table.

Glenn’s Kitchen

Set in a modern, upscale dining room, Glenn’s Kitchen is just minutes away from GWCC.

Despite its posh atmosphere, its lunch menu provides accessible favorites, like grass-fed beef hamburgers, short rib sandwiches and daily tacos.

Prosciutto-wrapped Georgia trout, sautéed sea scallops or Scottish salmon give those with a more refined palate even more options, while its warm bourbon bread pudding and spread of various truffles can easily satisfy those with a sweet tooth.

Mary Mac’s Tea Room

Call for a cab and venture roughly two miles northeast from the GWCC and you’ll find true Southern comfort food at historic Mary Mac’s Tea Room.

Considered an Atlanta institution by many, Mary Mac’s has been serving locals and visitors stick-to-your-ribs favorites, like pan-fried cube steak, chicken potpie and chicken fried chicken, which also come with side dishes, like collard greens, cheese grits and macaroni and cheese.

A true Mary Mac’s experience would be incomplete without Georgia peach cobbler for dessert, which can be ordered with ice cream on top.

ADios Café

Before departing, I had the pleasure of venturing into the Castleberry Hill neighborhood of Atlanta, which is just a short drive from the GWCC.

Nestled in this artsy neighborhood is ADios Café, a lively, eclectic breakfast restaurant, connected to an existing restaurant, No Mas! Hacienda & Cantina.

ADios Café dishes out Mexican-inspired breakfast platters, like quesadilla de huevos, blue corn hotcakes and “The ADios,” a chorizo potato pancake topped with two eggs and salsa verde served on a bed of black beans and avocado slices.

The restaurant is adorned with various

art pieces from artists in Mexico, and also features a gift shop, which carries various wares from south of the border.

SOUTHERN HOSPITALITY

Atlanta is packed with plenty to experience—from its various historical landmarks, to newly built attractions, and to its diverse mix of local eateries.

Navigating the city’s hilly landscape can be daunting, but public transport through the Metropolitan Atlanta Rapid Transit Authority (MARTA), and the newly built Atlanta Streetcar provide visitors with accessible travel options.

For those visiting for the first time, don’t fret, as, according to the ACVB (and speaking from first-hand experience), visitors are more than likely to be greeted with a “helping ‘How ya’ll doing’ hospitality.” ACO

RHINOCEROS TOUGH POWERFUL TENACIOUS RESILIENT

Dignitaries open Clean 1987 with a ribbon-cutting ceremony. April 1987 was the last time Atlanta hosted the show, formally known as the World Educational Congress for Laundering and Drycleaning. (Photo: Riddle & Associates)

understandinG taXaBLe eXPenses

The time to do our taxes is once again upon us. Very few of you do your own taxes, but it helps to understand the process.

It helps because there are decisions, before year’s end, that you can enact that will affect your bottom line, and thus your tax liability. It helps because often a sizeable check goes out to the government, and it’s good to know why the sum is what it is.

This year, we’re focusing on three expenses: the home office deduction, depreciation, and other expenses.

HOME OFFICE DEDUCTION

Every business owner should consider taking a home office deduction. If you use a fixed space in your house to do paperwork, to pay bills, and to contemplate business strategies, you are entitled to take a home office deduction.

There are some caveats—the space must be used exclusively and regularly, and it must be your principal

place of business.

You probably have an office at your store. But you could argue that your store office is not adequate to do administrative work—it’s too noisy, too small, too disruptive—and therefore your home office becomes your de facto principal place of business.

Here’s how to compute your home office deduction: Take your total home square footage (exclusive of basement and attic), and divide by the space given to the home office.

An added plus of having an established home office is that you can count other space in the house that is not used exclusively and regularly.

So, if you live in a 1,500-square-foot house, and you use one 10-by-12 room for your home office, and if you store catalogs, paperwork, chemicals, etc., in another section, using 300 square feet, that computes to 1,500 divided by 150 feet (10 x 12 = 120 square feet, plus 30 feet for storage), to come up with 10%. This means that you can take 10% of all house expenses as your home office deduction.

Next, tally up all house costs, including mortgage interest, property taxes, insurance, utilities, water, garbage disposal, repairs and maintenance. Add depreciation, which will require an accountant to compute.

Say the total house costs are $20,000, then the home office expense portion is the percentage use times the cost. In the above example, it’s $20,000 x 10%, or $2,000. This is your home office deduction. It is an expense, just like wages and supplies.

The best part of a home office deduction is that you didn’t have to write out a check. It’s a cost of the home, which would be spent whether you counted it or not.

DEPRECIATION

Although every operator will have a Depreciation and Section 179 category, few will know what it is.

In the coin-op business, it’s the annual use value of all the capital equipment purchased over the years. For example, if a washing machine cost $1,400, and its useful life is 10 years, the annual depreciation expense is $140.

Enter Section 179 Deduction. Section 179 is a provision that, rather than spreading the depreciation over the

Howard Scott

life of the machine, it can be taken off in the year of purchase up to a total of $25,000 total depreciation expense.

So, now you have a choice. Do you take the full amount of the purchase, or do you take the purchase cost over the life of the machine?

The answer seems simple. Take it all at once and increase costs, right? But what if this has been a poor year? Then you will be paying minimal taxes anyway.

Wouldn’t it be better if you get more punch from the purchase? The decision of how much depreciation depends on current performance versus expected performance in the future.

In fact, if you expect the next year to be a big profit year, you

phone business usage are legitimate personal expenses.

If you purchase travel gear for business trips, like a suitcase, that is deductible. If you buy anything for your home office, such as a credenza or software, that is deductible.

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might postpone the purchase until the following January 1, and take the full Section 179 in that year.

Talk it over with your accountant several months before the New Year. He/she can advise you which direction to go. This is just one area that should be consulted in advance.

PERSONAL EXPENSES

What are personal expenses that count as deductions?

The narrow view is that there are minimal personal expenses. The wide view is that anything that helps you run your business is a legitimate personal expense.

Now, I don’t want to run afoul of the law, but I would advise you to take a wide view. After all, the IRS is auditing businesses at extremely low rates these days (less than 2%).

Understating income is fraud, but overstating expenses results in deductions being disallowed. The taxpayer must repay the deduction, plus penalty and interest, which might run 8% or 9%. So, if reasonable, go for it.

Certainly, items such as association membership dues, business books, professional subscriptions, business travel expense and cell-

Your home Internet use (the business portion) is deductible. Taking relevant courses is a legitimate expense. Buying a watch is deductible. If you use credit cards for business, and pay interest, the interest portion is a cost of doing business.

What about more dubious expenses? If you take a couple out to eat, with a business motive such as hiring one of them or winning their business, that is a deductible expense.

If you hire someone as a coach, that can be seen as a business expense. If you visit Laundromats in other states on a family vacation, you can deduct some mileage. If you have a gym membership, and believe it is vital for your work, that could be considered deductible.

To capture all these personal expenses, don’t rely on memory. Instead, keep an ongoing ledger, and if in doubt before tax time, ask your accountant.

Pay particular attention to these expenses, and you will be rewarded with a lower tax liability. ACO

Howard Scott is a long-time business writer and small-business consultant, and the author of four books.

Pay particular attention to these expenses, and you will be rewarded with a lower tax liability.

Large-CapaCity Front-Loaders

HUEBSCH

From Huebsch comes the HCN100, a 100pound cabinet hard-mount washer-extractor.

Three control panel overlays, a polished chrome handle and a Halo chrome door ring complement the machine’s Galaxy 600™ control system, according to the company.

Its Galaxy 600 controls feature time-of-day pricing, which enables store owners to boost profitability, while 24 customizable cycles—including extra wash and rinse—provide laundry customers with options that fit their needs, the company says, adding that the feature also allows store owners to remotely access machine data and alerts through the use of a computer.

Another feature is the eBoost™ technology, which Huebsch says uses 33% less water per cycle, and reduces nonwash water below the cylinder to lower utility bills.

An extraction speed of up to 200 G-force removes more water from the load for shorter drying times and lower energy bills, the company adds.

New in 2015, the control panel overlays come in three colors—Cityscape, Citron and Slate. A polished chrome handle, now a standard offering, and Halo chrome door ring “further elevate” the machine’s look to complement a store’s design while creating an appealing environment for customers, Huebsch says. www.huebsch.com 800-553-5120

ELECTROLUX

Electrolux Professional offers a full range of solid- and soft-mount washers, designed with money-, water- and energy-saving features, the company says.

Electrolux washers come standard with Automatic Water Savings (AWS); Compass Pro, which allows for customization of wash programs; real-time clock for time-of-day pricing; Power Balance, for lifetime and trouble-free operation; Sanitizing Rinse, for generating additional store revenue; and voice guidance and text messaging systems, which generate customer loyalty and marketing opportunities, according to the company.

The S-Model 200 G-force washers are offered up to 77 pounds in capacity and feature singlephase electrical power, allowing for lower installation costs, Electrolux says.

The H-Model 450 G-force soft-mount washers, offered up to 75 pounds in capacity, provide short dry times and gas savings, the company says, with store owners reporting utilities cost at 9-11%, and lower construction costs.

The X-Model 220-300 G-force washers, offered up to 135 pounds in capacity, feature heavy-duty construction with Power Balance and high G-force for water and energy savings, the company says.

www.laundrylux.com 800-381-7222

MILNOR

Milnor’s 36021 C4E front-load washer is an industrial machine with oversized loads and higher vend prices, according to the company.

With a traditional design based on Milnor’s larger washers, the 36021 C4E has a capacity of 80 pounds and a cylinder volume of 12.37 cubic feet.

The washers also feature the GreenTurn™ formula set, which the company explains delivers faster turns, decreased total water consumption and lower energy costs.

The Milnor 36021 C4E also has an increased extraction speed of 150 G-force. Customers may also choose a single-phase electrical option, as well, the company says.

The machine features seven wash formulas, each with different programmable vend prices.

Milnor says that its machines’ larger cylinder volumes and rugged construction have always set its equipment apart from others.

The larger capacities of these machines allow store owners to charge more, the company adds. www.milnorcoin.com 800-469-8780

WASCOMAT

Wascomat’s Gen 7 line maintains its reputation as the industry “workhorse” while delivering features designed to save money and increase profits, the company says.

Its commercial washers range in size up to 135 pounds in capacity, and come standard with its Compass Pro microprocessor.

One knob controls program selection, diagnostics and custom programming, while the real-time clock provides for time-of-day pricing

MAYTAG COMMERCIAL LAUNDRY

Maytag® Commercial Laundry’s Energy Advantage™ rigid-mount washers give coin laundry owners more sizing flexibility and energy-saving options, the company says.

The 80-pound model offers 133-G-force spin speeds, which Maytag says extracts more water, resulting in faster drying times.

The washers come standard with the company’s exclusive TurboWash™ System, allowing for savings on energy costs, according to Maytag.

The baffles deliver water directly where needed for complete saturation, while the computer-controlled TurboWash System’s tumble patterns continuously turn laundry through the wash cycle, Maytag says.

The company’s complete line of rigid-mount washers include feature upgrades such as Super, Deluxe and Ultimate cycles, which allow users to choose upgrades and increase store revenue; controls with pre-programmed and customizable cycles; and fullopening door design.

www.maytagcommerciallaundry.com 800-662-3587

and promotions.

Compass Pro makes it simple for laundry owners to create programs to meet specific customer needs, and also displays two languages at once, according to the company.

Wascomat has provided a long heritage of reliability, value and solid performance, the company says, as there are 40-year-old Wascomats still working in laundries today.

www.laundrylux.com 800-645-2205

exter Laundry’s C-Series washers are built with high-quality materials and are engineered to work in even the harshest laundry environments, according to Dexter.

Its large-capacity offerings include its 90-pound washer with 200-G-force extraction, and its 80-pound washer with 100-G-force extraction, helping customers process large amounts of laundry, the company says.

The 80-pound washer fits through a standard 36-inch doorway, offering maximum capacity in small or pre-existing spaces, while the 90-pound washer can process large loads

AMERICAN DRYER CORP.

The EcoWash EWS-80 from American Dryer Corp. (ADC) is an 80-pound-capacity, rigidmount washer-extractor. The company says it incorporates a list of standards that makes it attractive and affordable for coin laundry owners.

The EWS-80 features a fully stainless steel cabinet and is constructed with a structural tube design frame and heavy-duty cast aluminum counterweight, which the company says provides superior strength and stability.

ADC adds that the durable ergonomic design of the machine’s door handle, combined with the company’s Easy Lock™ door lock, provides convenience and safety.

All EcoWash washers feature a standard quick-disconnect for immediate power shutoff, as well as Intuitive Micro Controls (IMC®), which utilize a microprocessor, and are customizable and easy to program, according to the company.

www.adclaundry.com 508-678-9000

of laundry, while saving energy costs and extracting more water to reduce dry time, according to Dexter.

The washers come with lifetime technical support and “industry-leading warranties,” the company adds.

Equipped with DexterLive controls, the washers also come with free access to the DexterLive.com web application, which helps store owners customize equipment for revenue generation, and for monitoring and managing their business on remote devices.

www.dexter.com 800-524-2954

SPEED QUEEN

The SC100 from Speed Queen® is a 100-poundcapacity washer-extractor equipped with Quantum® controls, which the company says give store owners “complete management” of their business, while improving turnover and profitability.

Quantum provides store owners the ability to customize wash programs and couple them with tailored vend prices. Thirty customizable cycles provide laundry customers options no matter the time of day without sacrificing wash results, says Speed Queen.

The SC100 takes up the same area as the SC80 washer-extractor, and features 165-G-force extraction speeds, which the company says shortens dry times and lowers energy costs, and uses less water due to its “innovative cylinder and sump design.”

The SC100 is equipped with patented leak-detection technology to detect drain and fill valve leaks should they arise.

www.speedqueen.com 800-590-8872

ontinental Girbau’s L-Series washers, in 75-pound and 125-pound capacities, and ExpressWash® 90-pound-capacity washers, handle “family-sized” loads of laundries for Laundromat customers to wash duvets, comforters, rugs, blankets and more, the company says.

The 90-pound ExpressWash washer is freestanding, allowing for ease of installation, and generates extract speeds reaching 381 G-force, according to the company, and comes equipped with the company’s ProfitPlus controls.

The washers reach “far greater” extract speeds than most traditional hard-mount washers, removing water from every load and cutting dry time by up to 40%, the company says.

Continental’s L-Series PowerLoad (75 pounds capacity) and PowerLoad Plus (125 pounds capacity) hard-mount washers feature a large door opening for simple loading

and unloading, and corrosion-resistant AISI-304 stainless steel inner and outer drums and front, side and top panels, according to the company.

Continental ExpressWash and L-Series washers are backed by a 3-, 4- or 10-year ContinentalCare™ warranty. www.continentalgirbau.com 800-256-1073

REBUILT MACHINES

WASCO 185’s 220/1 & 220/3 $3,500

WASCO 184’s 220/1 & 220/3 $2,700

WASCO 125’s 220/1 & 220/3 $2,400

WASCO 124’s 220/1 & 220/3 $1,850

WASCO 74’s 110 v & 220/3 $ 975

WASCO 75’s 110 v & 220/3 $1,200

WASCO 620’s 110V $1,600

PARTS

Our Parts Department has thousands of products on over an acre lot.

If we don’t have what you want, ask us, and we’ll find it for you.

FACILITY DESIGN

From initial site inspections and recommendations to equipment purchase and installation, we are here to help with every aspect of your project.

We can help you with specifications, dimensions, illustrations of commercial and on-premise laundry equipment.

FINANCING

We are able to offer competitive rates and low, affordable monthly payments for financing coin laundry and laundromat facilities.

We have a coin laundry financing solution to meet the needs of new store owners, and veterans alike.

ACRES OF HARD TO FIND USED WASHER & DRYER PARTS WASHER & DRYER FRONT & SIDE PANELS ALL MAKES AND MODELS STARTING @ $50

WASHER DOOR $35 & UP COMPLETE DRYER DOOR $35 & UP COMPLETE ANY WASHER TUB 18#, 35#, 50#, WITH NEW BEARINGS $175 & UP WITH EXCHANGE ALL DRYER BASKETS $75 & UP ESD CARD READERS $150 EA

EMERALD SERIES COMPUTER BOARDS $575 EA

LET US REFURBISH YOUR PANELS ~ FRESHLY PAINTED PANELS IN EITHER ALMOND OR WHITE ... $70 EA

CALL FOR SPECIAL NEEDS

PARTS FOR SALE

University Honors AlliAnce lAUndry systems As BUsiness of yeAr Alliance Laundry Systems was named 2014 Business of the Year by Marian University, the company reports.

For 33 years, the school’s Business and Industry Awards program has recognized Wisconsin organizations and leaders who have made a “significant, positive contribution” to their organization and community, according to Alliance.

“It’s an honor to be recognized by a leading university in our community, and to be added to the list of exceptional companies who have been named Business of the Year before us,” says Alliance CEO and President Mike Schoeb, who accepted the award on his company’s behalf.

The company was one of six Wisconsin businesses and leaders recognized during the awards ceremony in Fond du Lac, Wis.

“For its exceptional laundry equipment and service, evergrowing economic influence, and dedication to customers and the community, Alliance is highly deserving of this recognition,” says Jeffrey Reed, dean and professor, Marian University School of Business and Public Safety.

equipment,” says Megan Tompkins, CEO of Integrity Laundry Solutions. “I came away with valuable skills and knowledge that I can apply immediately.”

GrAnde lAUndry plAce opens sAn mArcos, cAlif., locAtion San Marcos, Calif.-based operator Ross G. Rose has recently opened the doors to his sixth Grande Place Laundry location in the area, reports distributor Western State Design (WSD).

Rose, who has 26 years of industry experience, reached out to Steve Erlinger of WSD in equipping the 4,000-square-foot facility with Dexter laundry equipment.

“Sixteen years ago, I bought an existing store and installed new Dexter equipment. I am amazed at how well the Dexters still look and perform,” says Rose.

San Marcos Grande Laundry Place provides customers with various amenities, according to WSD, and utilizes a loyalty card system. There are two separate rooms, one dedicated to washing and the other to drying, with folding tables. Flat-screen

out the store’s amenities. aCO

continentAl GirBAU Hosts mAx sAcks trAininG for compAny reps Continental Girbau Inc. recently hosted the Max Sacks Intl. sales training course, titled “Track Selling System: The Complete Selling Process,” at its headquarters for Continental distributors and sales representatives.

Led by Ron Holm of Max Sacks Intl., course content featured Track Selling, which Continental says is a method that includes a seven-step sales process utilizing “the six buying motives (why people buy) and the five universal buying decisions (how people buy).”

The course, tailored for the laundry industry, also included techniques for overcoming objections, and a system for developing presentations and closing methods.

“The great thing about going to this program through Continental was that it was geared toward selling laundry

TVs, free Wi-Fi and complimentary coffee round

From left: Jeffrey Reed, dean, School of Business and Public Safety, Marian University; Bruce Wadman, controller, Alliance Laundry Systems; Mike Schoeb, CEO/president, Alliance Laundry Systems; and Robert Fale, interim president, Marian University. (Photo: Marian University)

Continental Girbau distributors and sales representatives learned about the various aspects of “Track Selling” as part of a Max Sacks sales training course, which the equipment manufacturer recently hosted at its headquarters. (Photo: Continental Girbau)

San Marcos, Calif., local Ross G. Rose has opened his sixth Grande Place Laundry in the area. Amenities include flat-screen TVs, free Wi-Fi, complimentary coffee and a folding area, according to distributor Western State Design. (Photo: Western State Design)