American Coin-Op -August 2016

Laurance Cohen takes to the road to visit Su Nueva Lavanderia in Chicago, where owner Paul Hansen offers a free shuttle service to provide his customers with transportation to his Southwest Side store and back home again.

FOR SIDELINES, THINK ALTERATIONS

Alterations — now there’s an idea for a sideline. In fact, it’s the perfect meld, writes columnist Howard Scott. Cleaning clothes and repairing clothes go hand in hand. And if the Laundromat operator takes in drycleaning work, he covers all the bases of clothes maintenance.

From determining the right equipment mix and best layout to the overall aesthetics and design, your laundry equipment distributor can serve as a trusted resource and partner to help you make these important choices that will have an impact on your business operation, writes Huebsch’s Kathryn Rowen.

For the past 120 years, Dexter has been helping people realize their dreams. We build only high-quality, commercial-grade washers and dryers in the heart of America, and we’re doing everything we can to make a positive impact on our customer’s lives. We offer industry-leading warranties, lifetime technical support and DexterLive controls that allow owners to run their business with any connected device from anywhere in the world. This gives our customers the freedom to live the life they want to, not the life they have to.

Bruce Beggs

WHEN THINGS GET SLOW...

IT’S TIME TO TURN THEM AROUND

As Associated Services Corp.’s Michael Finkelstein pointed out to me, during the seven days in a week, for any business, one of them is going to be the “busiest” and one of them is going to be the “slowest.”

By slowest, on that day, you’ll see the fewest walk-in customers that you will all week.

And so a portion of this month’s issue is about what you can do generate business during the slow times and days in your laundry.

I interviewed a handful of store owners, as well as some folks representing manufacturers or distributors. While engaging in activities to generate additional business is generally a good thing, I learned that you need to take care that your promotional efforts don’t just “move” business from one time to another, and especially that you don’t create a short-term influx of customers that could crowd your store and possibly drive regulars away.

Offering freebies or lowering wash/dry prices at select times are frequent slow-day tactics, but you’ll find opportunities to provide extra services and counteract lulls if you look for them. My Slow-Day Turnaround story starts on page 6.

In a somewhat related theme, columnist Howard Scott suggests offering alterations as a sideline. It would be a perfect meld for the Laundromat owner eager to cover all the bases of clothes maintenance. Scott’s column opens on page 14.

Whenever your business is slow, I hope it isn’t that way for long.

Bruce Beggs Editorial Director

CORRECTION

Due to an editor’s error, two Super Laundry offices were inadvertently omitted from the commercial laundry equipment distributor’s Exhibit in Print booth published in the July issue of American Coin-Op

In addition to the offices listed there, Super Laundry has these regional offices:

• Western Pennsylvania/West Virginia — Pittsburgh, Pa.; 877-404-7278

• Eastern Pennsylvania/Delaware — King of Prussia, Pa.; 866-444-0809

American Coin-Op regrets the error and apologizes for any inconvenience it may have caused.

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

Roger Napiwocki, Production Manager

Nathan Frerichs, Digital Media Director

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

ADVISORY BOARD

Kurt Archer 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

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American Coin-Op (ISSN 0092-2811) is published monthly. Subscription prices, payment in advance: U.S., 1 year $46.00; 2 years $92.00. Foreign, 1 year $109.00; 2 years $218.00. Single copies $9.00 for U.S., $18.00 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 57, number 8. 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. The publisher reserves the right to reject any advertising for any reason.

© Copyright AMERICAN TRADE MAGAZINES LLC, 2016. Printed in U.S.A. No part of this publication may be transmitted or reproduced in any form, electronic or mechanical, without written permission from the publisher or his representative. American Coin-Op does not endorse, recommend or guarantee any article, product, service or information found within. Opinions expressed are those of the writers and do not necessarily reflect the views of American Coin-Op or its staff. While precautions have been taken to ensure the accuracy of the magazine’s contents at time of publication, neither the editors, publishers nor its agents can accept responsibility for damages or injury which may arise therefrom.

SLOW-DAY AROUND TURN

Every vended laundry has those “slow” days or times when few people are in the store and most or all of the equipment is sitting idle. But is a slow day something a store owner like you just has to learn to accept and live with, or is there something you can do about it?

American Coin-Op polled some store owners as well as a few manufacturer/distributor reps to get some tips on how you can go about creating a “slow-day turnaround.”

WHEN ARE THE VALLEYS?

Those interviewed say self-service laundry business typically wanes during the mid-week period — Tuesday through Thursday. Winter months and summer vacation months also tend to be slower, in general.

An owner can gauge their store’s performance using visual cues (lack of customers, shortage of coins from counts, etc.). What’s more, there is laundry equipment and card payment systems on the market that can enable a vended laundry business to generate detailed reports of number of turns, income generated, etc.

“With networking capabilities on some coin stores and card systems, store owners can monitor their store’s activities to the hour and pinpoint their busy times and quiet hours,” says King Lee, Northeast regional sales manager for manufacturer Dexter Laundry.

by Bruce Beggs, Editorial Director

daily, weekly or monthly basis when there are spikes or dips

“Spin Doctor (Laundromat) operates via a LaundryCard system that captures all equipment starts, so I can chart on a daily, weekly or monthly basis when there are spikes or dips in activity,” says Cathy Neilley of the store she owns in

Hamilton, N.J.

“I have reports that analyze exactly what kind and drycleaning veteran who co-owns

“I have reports that analyze exactly what kind of turns I’m doing per day on machine by type,” says “Stucky” Szczotka, a 43-year laundry and drycleaning veteran who co-owns card store New Wave Laundromat, Sterling Heights, Mich., with son Darin.

During lulls in business, it would be nice if your expenses also went down, but that’s likely not the case.

down, but that’s likely not the case. a because it’s not like your rent is less during a chain of vended laundries that he operates in Virginia and North Carolina. store get slow?

“If you’re in a slow period of time, you’re obviously trying to maximize productivity, because it’s not like your rent is less during slow periods,” says Michael Finkelstein, president of Associated Services Corp., a large chain of vended laundries that he operates in Virginia and North Carolina. So what’s a store owner to do when things

COME ON IN!

A common approach to generating more business during slow times is to offer some sort of promotion, and these specan

A common approach to generating more business during slow times is to offer some sort of promotion, and these specials can range from A to Z.

Some of the more popular promotions that Lee has seen offered include free dry; soap (continued on page 10)

Some of the more popular promotions that Lee has seen offered include free dry; soap

Lee

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giveaways; hosting pizza parties; offering a “super cycle” same price as regular wash; bonus dollars when a customer recharges a card on certain days; and exclusive specials offered solely to social-media followers.

“On Wednesdays for the past three years, I have what I like to call ‘Club Wednesday,’” says Neilley, who offers 41 washers and 36 dryer pockets, all Electrolux brand, in her 3,000-square-foot strip mall location. “We have kind of a music theme here. So we discount all the washers and all the dryers, and I can do it electronically through the card system. … I don’t promote this in the newspaper. It’s sort of like an inside thing, kind of clubby, exclusive, so (my customers) tell each other.”

Another common tactic among store owners is utilizing time-of-day pricing. Today’s advanced equipment makes it simple for an owner to adjust wash/dry prices even when they’re not in the store.

“I see customers use discounts, such as a quarter less for a wash or extended times on the dryers, during slow times,” says Taylor Smith, president of Commercial Equipment Co., a Speed Queen distributor based in Texas.

Lee says it’s important to not change prices infrequently or on a whim.

“Most customers, they like stability, like a half-price Wednesday,” he says. “You have to have some consistency. … You could spin it any way you want. You can

be pretty creative and can then track it. Did this promotion work?”

Finkelstein prefers taking an approach designed to keep business coming at a consistent pace.

“If you offer a loyalty program that is available every day, then you will reduce the peaks and valleys that you could create by offering discounts only on certain days,” he says. “Beware of offering discounts on certain days that could create a logjam on what used to be a non-busy day.”

All of his stores accept cash, plus about 20% are equipped to accept payment using credit card, debit card, Apple Pay or Google Wallet. He’s begun offering a loyalty program to noncash customers in which they receive a free wash after a certain number of paid washes.

“I have not found offering discounts or free giveaways do much in creating new business,” Finkelstein says. “I think

offering a loyalty program where people get rewarded for using your store during a time that suits their needs is a better approach.”

WE’RE HERE TO SERVE

Beyond promotional tactics, Laundromat owners can consider adding extra services themselves or agreeing to house those of others.

sales and services to their store to help

“Store owners can add a variety of sales and services to their store to help boost business, such as purified water machines, check cashing services and hair salons,” says Smith. “Another opportunity that can be very profitable is adding commercial laundry accounts for local businesses. The laundry for the commercial accounts can be completed after the Laundromat closes so that it does not take away from any of the self-service laundry customer revenue.”

salons,” says Smith. “Another opportunity that can be very profitable is adding businesses. The laundry for the commercial accounts can be completed after the Laundromat closes so that it does not take away from any of the self-service laundry customer revenue.” is alterations/tailoring,” says Lee,

“Beyond offering [wash/dry/fold] and dry cleaning, one underutilized service is alterations/tailoring,” says Lee, who

who

[1] Besides self-service laundry, the New Wave Laundromat in Sterling Heights, Mich., offers drycleaning and specialty cleaning services. [2] (From left) Co-owner Darin Szczotka, Sam Gorski, Shawna Crawford and co-owner “Stucky” Szczotka. (Photos: Stucky Szczotka)

[1] Jennifer, manager of the newest Laundry Land store in Richmond, Va. [2] Michael Finkelstein (left), president of Associated Services Corp., with son Andrew. [3] A wide view of the Richmond store. (Photos: Michael Finkelstein)

previously owned three drycleaning businesses in Connecticut for 20 years. “Many full-service dry cleaners offer this service at a substantial profit margin. Of course, finding the right employee can be a challenge, but many operators never even consider it.”

Housing pre-paid cell phone kiosks or lottery machines in your laundry are other revenue-generating possibilities, he says.

Szczotka says it’s not unusual for there to be three or four employees working in his store during times when walk-in business is sparse.

“Primarily what we’ve done is created commercial routes,” he says. “I do a few thousand pounds a week of commercial work. … My commercial work and my counter (wash/dry/fold) combined is basically 50% of what I do in my vended business. It basically doubles my business. …

“With my customers or clients, I refer to it as cashing in on my capital investment. Rather than having (the equipment) sit there idle, I’m turning those drums or wheels.”

Lee says there may be opportunities for 24-hour stores to make equipment available to third-party commercial launderers that do the work themselves.

“There are companies out there who focus on getting commercial accounts and then going to a Laundromat, doing it and delivering it,” he says. “They’re kind of like the middle man. If you’re a 24/7 store, why not offer, ‘Hey, you can use my equipment after midnight and it’ll be half price for you.’ You don’t have to do any of the work. They just come and use your equipment.”

Neilley gets her attendants involved as “ambassadors” of her business.

“In terms of attendants, I give them a two-hour bonus or a percentage of business from any accounts that I may get, from a restaurant or some other type of commercial business,” she says.

They can sign and hand out Spin Doctor business cards to friends. If a customer brings in a signed card with wash/dry/fold business, the attendant benefits from that, she says.

GET THE WORD OUT

Whatever approach you take to generate additional business, it’s vital that you make the effort to promote your efforts.

“As coin-store owners, promoting and selling your store’s amenities and

convenience is nonnegotiable—it’s required for success,” says Chris Brick, product and brand training manager for Whirlpool Corp. Commercial Laundry. “Marketing efforts are quite varied and range from free to expensive, but all owners can find at least some time, and possibly a little cash, to boost store traffic and increase a loyal customer base.”

“I think most store owners don’t do enough to use marketing that’s available to them beyond sending out coupons or flyers,” says Lee. “It’s important to have an Internet presence nowadays. The most popular verb in the English language today is ‘Google.’ Every time someone wants an answer, they’re going to Google it.”

2

[1]

Aside from advertising in a handful of local newspapers, Neilley says she frequently posts specials on her store’s Facebook page and through Yelp. She’s working on revamping her store’s website.

“If store owners collect their customers’ e-mail addresses, they can send e-mail blasts to let them know about promotions,” says Smith.

“The equipment itself isn’t going to generate too much of anything during the slow times, it’s a matter of what promotion and what you do to drag the people in to fill those hours,” Szczotka says.

Finkelstein believes in-store signage and a store website are the most effective marketing tools for informing customers of specials and promotions.

“I’ve tried social media. I’ve done Facebook ad campaigns. I’ve tried different things along those lines,” he says.

“Some people do radio, PennySavers, or the back of receipts. Maybe in some places that works. I’ve not seen it work in the area I operate in or area I live in.”

Szczotka says his laundry purposefully tries to attract “high-income earners” by demonstrating how it can “turn laundry day into laundry hour” and how its larger Continental Girbau equipment can clean larger items like comforters.

“The only people I’ve been able to move into my store in off-hours are more or less non-traditional Laundromat customers, higher-income, primarily homemakers for the most part,” he says.

If you want to learn what may attract customers to your store during traditionally slow times or days, try asking them.

“Customer surveys and feedback boxes are great tools that can engage customers and give them the chance to share their voice so you can discover what may be missing from your business,” says Brick.

Spin Doctor Laundromat occupies roughly 3,000 square feet in a Hamilton, N.J., strip mall. [2] Interior of the store, where its motto, “The Cure for Dirty Clothes,” is on display. [3] Cathy Neilley has owned the store since fall 2012. (Photos: Cathy Neilley)

Brick

FOR SIDELINES, THINK ALTERATIONS

The Laundromat industry operates by rote. We fill the space with washers and dryers, a few chairs, and it’s business as usual. But it doesn’t have to be that way.

In Victoria, British Columbia, I visited a café alongside the washers and dryers. In Marfa, Texas, I bought an ice cream cone at the local Laundromat. And in New York City, I walked into a Laundromat that had an alterations department up front.

Alterations — now there’s an idea for a sideline. In fact, it’s a perfect meld. Cleaning clothes and repairing clothes go hand in hand. And if the Laundromat operator takes in drycleaning work, he covers all the bases of clothes maintenance.

The advantage to having an alterations department on premises is that it doesn’t take up much space. It’s possible that a 6-by-8-foot space would do, perhaps 50 square feet at most. For those who have a 1,500-squarefoot facility, 50 square feet is parting with 3% of available space.

Moreover, some of the work could be done at home, and supplies stored there. At the same time, having an alterations space that is manned some of the time is necessary to develop a brisk trade. Merely putting up a sign that reads “Alterations Done Here” will garner minuscule volume.

average Laundromat’s clientele is in the lower to middle class, and doesn’t have much extra money. On the other hand, these customers are spending $8 to $10 at your store every week, when they could be doing the wash at home, even processing by hand.

But you probably won’t receive enough trade from your existing customers, so you will have to go outside. You are a storefront shop, and you can advertise the service out front. In addition, you can seek business from your neighborhood.

Here are a few ideas:

SEEK OUT DRYCLEANER TRADE

Go to a half-dozen dry cleaners in your area and offer to do alterations for them on a wholesale basis. Say, 60/40: You get 60%, they get 40%. The 40% margin is enough to warrant them to offer the service.

Put up a cardboard poster in their counter front, presenting the offering. It could sit on one end of the counter, so that most customers see it. Make the poster vivid. For example, add a jutting hand (cut from the paper) holding a real pair of scissors. Or have a sleeve hanging draped with a well-appointed suit jacket.

You may even agree to come in for a half-hour each day to handle orders. This will get your volume going. Obviously, it’s not highly profitable work because the margin has to be shared. But it is a way to break in, and once this commercial volume is established, gradually weed out the wholesale volume as it is replaced with retail volume.

SEEK OUT ARRANGEMENTS

You will have to purchase a sewing machine, a few tools, and supplies, but this should cost you less than $1,000. Hiring a seamstress should not be hard, as many people have the skill. Perhaps you can share the work 50/50 to keep your operating costs manageable.

The classic reason for rejecting the addition of an alterations department is the belief that most customers don’t pay money to have their clothes repaired. True, the

Go into senior centers, apartment complexes or training schools and offer to pick up work on a regular basis and deliver same when you return. Approach companies by saying you will repair their uniforms on an ongoing basis. Creating these route sales opportunities will steadily increase trade.

OBTAIN PUBLICITY

Place ads in weekly and daily newspapers. Put up a sandwich board sign in front of your shop. Hang posters all over the neighborhood on bulletin boards. Enter apartment buildings and insert circulars in mailboxes.

Howard Scott

AN OUTSIDER’S VIEW

Stick folded circulars under car wiper blades in parking lots. Walk up and down the avenue and tell fellow merchants of your new service. You never know when one customer will walk into the nearby restaurant and ask about alterations done in the area. Such pumping revs up the offering and lets it fly.

Where does such aggressiveness come from? Summon up your courage, and plow forward. What is the worst thing that could happen, you’ll be told no? How can that hurt you? Remember that winning a customer is a victory.

Envision a bustling alterations shop, and use that vision to rev up your moxie. What I do, when backed to the wall, is think of defeat and employ that fear as a motor. Whatever it takes, expend energy on making your sideline a success.

Another oft-heard objection is there being a lack of space. Are you sure? If you analyze your spacing requirements and match to utilization rates, perhaps some machines are not highly utilized. Could you possibly take one or two machines out to make room for an alterations department? Another approach is to redesign the space. Moving units around could free up 50 square feet near the front. Never say it’s impossible, for the impossible is just the possible with a little ingenuity.

I visited a New York City Laundromat operator who has an alterations front. He wouldn’t talk specifics with me, but did let me take the pictures published here. He did say that business was thriving and that both aspects— laundry and alterations—complemented one another.

His sister-in-law is the seamstress and comes in from 9 a.m. to 1 p.m. Monday, Wednesday, Friday and Saturday. She is always busy, the operator says. And the alterations trade adds to the bottom line. An added plus is that she mans the store when the attendant goes out to make morning deliveries.

Finally, having an alterations center adds color and activity to a normally dull premises. Thread bobbins create a rainbow of color. The hum of the sewing machine offers a new sound. Having a seamstress at work supplies a bustle that revolving drums can’t.

Next time you think about your overall strategy, consider how you would insert an in-house alterations department and try hard (but be realistic) to overrule its possibility. You’ll probably have a

hard time successfully making the argument. Then it’ll be time to

ask, “Why not?”

ACO

Howard Scott is a longtime business writer and consultant. He can be reached at dancinghill@gmail.com.

A view of the alterations department. Note that it is at the front of the store. Also, attendants can do work on the table when the seamstress isn’t on duty.

This New York City Laundromat visited by Scott clearly promotes its in-house alterations service. (Photos: Howard Scott)

Take a Free Ride

on the Su Nueva Lavanderia Express

Chicago store owner offers shuttle service to get more customers in the door

By Laurance Cohen

At Su Nueva Lavanderia in Chicago, there are plenty of freebies: free dry, free Wi-Fi, free coffee and free hot dogs. But the one that’s literally getting customers in the door is the free ride.

Just one call from a customer and Omar Solorzano or Casey West will show up at their curb, load bundles, and whisk them off to one of the Chicago chain’s stores where they’ll help transfer laundry to a cart

and bid the customer a pleasant wash day. Heading home after packing up is just as easy. And the cost for Su Nueva’s roundtrip Express Personal Pickup Service? Zero. Zilch. Nada.

For customers like Daisy Martinez, the complimentary shuttle is a godsend. With no family car, she had to endure weekly half-mile journeys traversing broken sidewalks and slushy streets with piles of laundry in her pushcart.

“Every summer, I had to replace my cart because the wheels came off. Now it’s so convenient, and I can forget about buying

a new cart,” the 20-year-old mother says as she gets a lift home after spending $23 to wash her loads.

Her comment brings a smile to secondgeneration operator Paul Hansen, who is going the extra mile by providing a unique customer service launched 12 years ago as the brainchild of his late father Charles “Chuck,” a well-known pioneer of the Windy City’s high-capacity, large-footprint store format.

“Laundry is such a homogeneous product

(Photo: © iStockphoto/tostphoto)

“I chose CryptoPay for my laundromat after I looked at my other choices in the marketplace. I didn’t want to spend thousands of dollars for a simple credit card swiper. I love that to date I haven’t had a single issue with the operation of any machine. They’re great looking on my equipment, went in easily, and my customers love them.”

Craig Peterson — FRISCO WASH TUB AND CLEAR CREEK LAUNDRY, COLORADO

GOIN’ WITH COHEN

that you have to differentiate yourself from the competition,” he says. “This was one more way to add value to the customer experience. It was a way to get customers in who didn’t have vehicles. At the time, nobody else was doing it.”

Hansen got behind the wheel and took me out for a spin in the latest addition to his fleet — a fully wrapped Ford Transit Connect — during a rare weekday lull to share how his door-to-door shuttle is driving sales.

What started with a single passenger van and handwritten pickup logs has evolved into two vehicles sporting prominent graphics fueled by a web-based system that streamlines the boutique transport service from start to finish.

And grow it has: Some days, up to 40 big-bundle patrons are ferried to Su Nueva’s five state-of-the-art facilities, each spending between $25 to $30, according to the store owner.

The newly inaugurated desktop program and mobile application seamlessly link a dedicated bilingual dispatcher with drivers and customers to enhance communications and minimize wait times. After a phone request for pickup or return journey is received, the dispatcher enters the data and assigns the task to one of the drivers, who receive all pertinent information on their smartphone.

As each leg of the journey is completed, the drivers access the user-friendly app to transmit progress back to the dispatcher. Patrons receive updates on their smartphones throughout the process and can be called by either driver or dispatcher should an issue arise. GPS tracking enhances mapping and monitoring capabilities.

When they arrive at their home, Su Nueva customers can provide real-time feedback, a feature that the business-savvy Hansen keeps his eye on.

“We get many thanks and comments of appreciation on our great service and receive four- to five-star ratings from 98% of respondents,” he reports.

The new logistical support has translated into improved service levels since

the system went live earlier this year, with off-peak wait times dropping to under a half-hour and peak times within an hour, according to Hansen. The northernmost and southernmost of Hansen’s five stores serve as shuttle bases to expedite routing.

When not on the road during their shift, drivers assist by keeping the dozens of laundry carts in tip-top shape. The vans also pull double duty hauling loads for the chain’s growing number of residential and commercial laundry accounts.

Hansen favors smaller vans for their fuel economy and lower maintenance costs; gas expenditures alone can top $1,000 per month for the hundreds of shuttle rides. He also keeps expenses in check by buying low-mileage, pre-owned vans for the fleet.

Hansen says his insurance coverage is

unaffected by the service offering.

Su Nueva’s free-ride coverage area encompasses the entire Southwest Side of Chicago and is offered from 8 a.m. to 6 p.m. Mondays, Tuesdays and Fridays. The service is extended to 8 p.m. on Wednesdays and Thursdays. On weekends, it is abbreviated to 4 p.m.

The shuttle addresses the needs of clientele who reside outside close walking distance and have little or no access to a vehicle. Parents with children in tow and large loads is its bread-and-butter.

Claudia Miranda, who lives a halfmile from the flagship location on South Western Avenue, relies on the service each week. She says the free pickup shows just how attentive the laundry is to the needs of its customers.

Su Nueva driver Omar Solorzano assists Claudia Miranda with bundles after a free shuttle journey to Su Nueva’s flagship laundry on Chicago’s Southwest Side. (Su Nueva photos: Lilinette Hong)

The Su Nueva vans double as mobile billboards as they ply the streets.

“All the drivers and attendants treat me nicely,” says Miranda, who arrived by van with her 8-year-old son and was loading up four washers on this particular day. “It’s convenient and I like coming here because they always take care of me and my family.”

Asked what she would do if there was no shuttle, the mother of three says she wouldn’t know where to turn: “It would be difficult for me, as I like to wash in the morning and my relative’s car isn’t available then.”

Although Hansen hadn’t put a pencil to it, he estimates that offering personal doorto-door transport adds up to less than $10 per round trip.

“If I do the math, it makes more than it costs,” he offers. “In my mind, with my average ticket at $25 to $30 per customer, it’s worth it. We run a premium operation that’s clean, and we give them the option

that if they can’t walk here or don’t have access to a vehicle, we’ll be glad to come pick ’em up.”

Having a street presence shuttling patrons yields Hansen yet another bonus.

“We have two giant billboards constantly traveling around our market giving us added exposure,” he exclaims. “We’re

getting busier and busier!” ACO

Laurance Cohen crisscrosses the country seeking out the most unique vended laundries. He served as American Coin-Op editor in the early 1990s and currently operates Laundry Marketing Concepts based in Hallandale Beach, Fla.

Su Nueva promotes the availability of its shuttle service via its website. (Source: www.sunueva.com)

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MAY TAG S AY S NEW FRON T -LOAD WA S HER PACKED WI T H INNOVA T ION

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DuraCore Drive System — A water-

tight, flexible, triple-lip seal with garter springs keeps moisture away from the shaft, protecting its premium bearings, while the durable shaft sleeve is designed to eliminate shaft wear.

Intelligent Controls with M-Series Technology — The enhanced controls (available on NAR models only) allow customized set-up, meaning each cycle and option can be priced individually, while customers have the ability to select a preferred cycle option based on individual needs. And, with Maytag Connect 360° technology, owners are offered flexibility by receiving real-time machine diagnostics, as well as remotely setting cycle pricing via the cloud.

The fascia’s integrated buttons improve cleanability and visual appeal, the company says, while the matteblack console finish resists abrasion— further enhancing the machine’s durability.

www.maytagcommerciallaundry.com | 800-662-3587

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Continental Girbau has added the 60pound-capacity ExpressWash® Washer to its comprehensive line of freestanding, high-speed washers engineered to deliver a 60-minute wash/dry/fold. The ExpressWash line now features 20-, 30-, 40-, 60- and 90-pound models equipped with the advanced ProfitPlus® Control.

The new model replaces its 55-pound predecessor with bolstered capacity, design enhancements and greater extraction programmable up to 400 G-force.

“Larger washers are in demand because vended laundry customers love them,” says Joel Jorgensen, Continental vice president of sales and customer services. “While the new 60 offers the same compact footprint as its 55-poundcapacity predecessor, it provides greater basket capacity for more productivity per square foot.”

ExpressWash Washers boast a unique suspension system and freestanding design that combine for simple installa-

tion and high extract speeds, reducing dry time by up to 50%, Continental says.

ProfitPlus offers customers more control over the laundry process, the company says. It features cycles for heavy soil, whites, colorfast and permanent press items, and colors. “Extra Wash,” “Extra Rinse” and “Delicate” cycles are optional.

The control’s flexibility allows multilevel vend pricing on the same machine depending on the wash program selected, time of day, or day of the week.

ExpressWash Washers feature a sumpless design – saving up to 3 gallons of water with each fill, the company says. AquaFall and AquaMixer systems further curb water usage.

AquaFall releases water into the load via holes in the drum lifters. As the drum turns, lifters release water from above to better penetrate fabric. With ExpressWash, laundry is saturated from above and below. This unique

system cuts water usage and rinse cycle times while improving wash quality, Continental says.

AquaMixer further improves efficiency by mixing hot and cold water before entering the drum, offering greater control over hot-water consumption.

www.continentalgirbau.com | 800-256-1073

CON T INEN T AL G IRBA U ADD S 60-PO U ND WA S HER T O LINE

Whether you are opening a new store or rehabbing and retooling an existing location, there are many decisions to be made. From determining the right equipment mix and best layout to the overall aesthetics and design, your laundry equipment distributor can serve as a trusted resource and partner to help you make these important choices that will have an impact on your business operation.

With their experience and knowledge of the industry, there are many reasons you should turn to your distributor for support. If you are partnering with a top-notch distributor, he or she will truly be invested in you and your Laundromat – not only when your store is open for business, but from the early planning stages to ultimately help set you up for success, as well as assist with ongoing business needs.

Read on to learn about three key reasons why your distributor can be your best resource to help design a winning Laundromat.

Laundromat is the same, and therefore your distributor can help support you with any unique circumstances associated with the location.

“We often begin working with our customers before they have even chosen a location for their Laundromat,” says George Pierce, president of Pierce Commercial Laundry Distributors, a Huebsch® distributor based in Mandeville, La. “With more than 20 years in the industry, we are very familiar with what a location needs to be successful. We’ll review traffic patterns, neighborhood demographics, surrounding business facilities and competitors in the area to ensure that our customers open their business in a neighborhood with a strong customer base.”

In addition to their own experience working handin-hand with customers, distributors also have a great understanding of industry trends and know what it takes for a store to be profitable.

A top distributor frequently attends trade shows, conferences and other events, as well as reads industry publications and articles to enhance their knowledge. This raises their awareness of trends in the marketplace, and new equipment and technology available in the industry, allowing them to make comprehensive recommendations for businesses like yours.

Once you find your location, your distributor will continue to share his or her knowledge and expertise as you work to determine your equipment mix, design your store and prepare to open for business.

REASON NO. 1: INDUSTRY KNOWLEDGE AND EXPERIENCE

Your distributor’s role in your Laundromat goes far beyond selling and installing equipment. If you are working with a first-rate distributor with many years in the industry, they can provide their guidance and expertise no matter what question or challenge you may have.

This support and advice can be extremely important when opening your Laundromat. Whether you have owned multiple stores, or are opening your first, no

REASON NO. 2: THE RIGHT EQUIPMENT TO MEET YOUR CUSTOMERS’ NEEDS

After you’ve identified the perfect location for your Laundromat, the next important decision will be determining your equipment needs.

Are you installing equipment in a new store? Or purchasing an existing store with outdated equipment? Your distributor has in-depth knowledge of the available equipment, including its technology and energy-saving features, as well as an understanding of the equipment needed to best serve your potential customers.

Kathryn Rowen

“While all Laundromats are different, and there is no magic formula to determine the best equipment mix for each store owner, with our knowledge of the industry and analysis of the neighborhood, we are able to make informed decisions to recommend the right equipment for our customers,” says Pierce.

Your distributor has access to demographics of the surrounding area that they will review, in addition to analyzing nearby competition and the size of your Laundromat, to help you determine the best equipment to differentiate your store and meet customer needs.

Good distributors understand the value of investing in industryleading equipment built for optimal performance and will help educate you on the available equipment technology that can help with water and energy efficiencies. This is especially important if you are considering retooling an existing location, as your distributor can help you analyze usage trends to identify what capacity machines are bringing in the most profit, as well as identify potential utility savings if you move forward upgrading your equipment.

“Once a customer makes a decision on the type of equipment they want to install, we spend time educating them on the equipment so that they have an understanding of the control system and the modifications they can make to cycles and water levels that will ultimately impact their utility expenses,” Pierce shares.

A knowledgeable distributor will also help you find the right financing options to meet your specific needs, such as financing through your equipment manufacturer. Manufacturer financing solutions are specifically designed for the laundry industry and provide store owners with the best cash flow potential and low, competitive rates.

REASON NO. 3: SUPPORT WITH LAUNDROMAT DESIGN AND CONSTRUCTION

Many Laundromat owners do not have a background or experience in construction and design. The initial stages of planning and concepting their store design can seem overwhelming, which is why they should turn to their distributor.

Not only do distributors have the experience of building and remodeling hundreds of Laundromats over the years, it is something they are skilled at and enjoy doing.

“One of the most important factors for determining the best store layout is ensuring that it allows customers to use the equipment as comfortably and conveniently as possible,” says Pierce.

Having your distributor help with the design of your store doesn’t mean that your ideas and vision won’t be implemented; instead, your distributor will work with you to ensure that your store ends up looking the way you want it to look.

“I handle the initial designs for my customers, and I love it when they have a concept for their Laundromats already in mind,” shares Pierce. “The experience is really enjoyable when we work together and see their ideas come to life. We’re also there to share our advice if we think certain choices won’t benefit their customer’s experience or if it will be too costly to implement.”

Your distributor will serve as a trusted resource and help you through all stages of the store design – from the early planning to developing construction plans to working and communicating with the contractor on a daily basis.

“We are there to guide, advise and recommend a plan that will ultimately help their business succeed,” adds Pierce.

For both new stores and retools, a distributor will develop ▼

a design for the store and then work directly with all of the necessary parties that help build the store, such as the contractor, plumber and electrician.

“Our customers are involved throughout the build and construction of the Laundromat, but we are able to handle the day-to-day communication, meet the contractors onsite and help with pricing quotes so that our customers stay within their budgets,” says Pierce. “This can be especially helpful for a store owner who already owns a Laundromat or has another job because they can have a more hands-off role and focus on their other responsibilities.”

A CONSTANTLY EVOLVING INDUSTRY

From equipment advancements to adding ancillary services, Laundromats have undergone many improvements in recent years to improve the customer experience and help earn additional revenue for store owners.

“Through our years of experience, we know how to keep up with this constantly evolving industry,” says

Pierce. “We can help our customers understand when it is time to transition to new equipment, as well as modernize their store design so that it is a place customers want to spend their time in.”

The knowledge your distributor provides is invaluable. They are truly a partner who will continue to support you once your newly designed store is open and ready for business.

“It’s an important partnership we create with our customers,” Pierce says. “We provide each and every one of them with the right mix of equipment and services to help make their businesses more efficient and profitable, and we have loved watching our customers’ businesses grow over the years.”

ACO

Kathryn Q. Rowen is the North American sales manager for Huebsch® laundry equipment, as well as a member of the American Coin-Op Advisory Board. To learn more about Huebsch or its distributor network, visit http://huebsch.com/contact or call 1-800-553-5120.

UPCOMING EVENTS

SEPTEMBER

1-2 KeeWes Equipment Open House Quapaw, Okla. Info: 417-862-8464

10 Professional Laundry Sys. Open House Feasterville, Pa. Info: 215-354-0111

10 Coin-O-Matic Service School Alsip, Ill. Info: 708-371-9595

12-14 Alliance Laundry Systems Service Training Seminar

Ripon, Wis. Info: www.alliance laundry.com

13-14 Statewide Laundry Equip. Open House Kissimmee, Fla. Info: 305-624-5169

13 Star Distributing Co. Open House Birmingham, Ala. Info: 800-897-7570

14-15 Gold Coin Laundry Equip. Founder’s Day Show Jamaica, N.Y. Info: 800-952-1474

14 Laundrylux Service School Seminar Inwood, N.Y. Info: 800-645-2205

15 Star Distributing Co. Open House Nashville, Tenn. Info: 800-897-7570

15 D&M Equipment Co. Service Seminar Skokie, Ill. Info: 773-889-5500, ext. 10

Visit www.americancoinop.com and click “Calendar” for these and other event listings! ACO

23RD ANNUAL EQUIPMENT MARKETERSTRADE SHOW DRAWS 350

Some 350 customers attended distributor Equipment Marketers’ 23rd Annual Commercial Laundry Trade Show and Service Seminar in May at its New Jersey headquarters.

The two-day “Laundry Cabaret” themed show featured live entertainment, including cabaret acts, singers, aerial performers and more. More than 25 vendors showcased laundry-related products in the Trade Show area.

Laundry business seminars included Credit Cards, Payment Apps & More by Steve Marcionetti, Card Concepts; Become a Better Operator by Embracing Change by Brian Grell, Coin Laundry Association; What is Your Laundromat Worth? by John Culberson, CPA, Bowman & Co.; Be Your Own Boss … How to Open a Laundromat by Grell; On Demand Laundry Apps and the Future of Wash/Dry/Fold by Daniel Tobon, Starchup; and Ozonate Your Checkbook by Ralph Daniels, Aquawing.

Additionally, there were manufacturer service seminars throughout the day, plus service techs were on hand to provide free technical support. Attendees enjoyed free food, and thousands of dollars in prizes were awarded, the distributor says.

“Judging from the increase in the number of people attending and exhibiting at our show each year,” says Dick LaMaina, president of Equipment Marketers, “there is something for everyone coming to the Trade Show—people are learning about the ▲

Equipment Marketers’ 23rd Annual Trade Show and Service Seminar provided “something for everyone,” says Dick LaMaina, president of the laundry equipment distributor. (Photo: Equipment Marketers)

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

laundry industry, networking, making their businesses better and enjoying themselves.”

CONTINENTAL GIRBAU WELCOMES FOUR TO STAFF

Continental Girbau Inc. reports it has welcomed four new employees to its staff. All reside in Oshkosh, Wis., where Continental is headquartered.

“Continental, and its subsidiaries and brands, have experienced rapid growth in our quest to offer the highest-quality products, services and support to our distributor network and end-users,” says Continental President Mike Floyd. “We’re thrilled to welcome Kim Loderbauer, Melissa Nygaard, Brennan Pollnow and Madisen Sagen to our hard-working and productive family.”

Loderbauer manages the planning and production of creative projects for CCS, a Continental subsidiary offering marketing, public relations and advertising services. Backed by 20 years of graphic design, advertising and marketing

experience, she works closely with CCS and Continental team members to develop marketing campaigns; design brochures, newsletters, advertisements, signage, direct-mail pieces and logos; and develop websites and web-based marketing tools. She has a bachelor’s degree in graphic design from Mount Mary College in Milwaukee.

Nygaard is charged with managing Continental’s Oshkosh Express Laundry Center, a card-operated laundry offering “Drop & Shop,” “Load & Leave” and dropoff drycleaning services. She recruits, schedules and directs Oshkosh Express Laundry Center staff and oversees daily cash management and inventories. Nygaard, a Ripon College graduate in psychology and music performance, brings eight years of office and retail management and inventory experience to her new role.

As Continental’s accounting associate, Sagen assists with general accounting functions, including accounts receivable and cash man(continued on page 40)

Nygaard

SERVICES AND SUPPLIES

USED

Continental (6) L-Series, 18lb, Washers $999 ea/obo (7) L-Series, 30lb, Washers $1299ea/obo

Dexter (8) DL2x30, Stacks, SS $1699 ea/obo (12) DL2x30, Stacks, Alm $1699ea/obo (2) WCN, 40lb, Washers $1599 ea/obo (6) WCN, 25lb, Washers $1199 ea/obo (8) WCN, 18lb, Washers $999 ea/obo

Huebsch/Speed Queen (25) 0300, Dryers, White $1699 ea/obo (19) 0300, Dryers, SS $1699 ea/obo (10) MD2, 18lb, Washers $999 ea/obo (6) MD2, 35lb, Washers $1599 ea/obo (6) BC2, 20lb, Washers $1499 ea/obo

Wascomat (17) TD30x30 Dryers, Alm $1699 ea/obo (8) W105, 25lb, Washers $999 ea/obo (4) W74, 18lb, Washers $899 ea/obo

agement of all Continental subsidiaries. She also handles customer accounts and questions. The University of Wisconsin Oskhosh graduate has five years of internship and professional experience in accounting and related fields.

Pollnow, who joined Continental in February as an inside sales and customer care associate, was promoted to a newly created position responsible for supporting lead and prospect qualification and management for the company’s industrial laundry brand, Girbau Industrial (GI). He also handles development of equipment and services proposals, oversees sale and post-sale project management, innovates sales tools, and works closely with and supports Girbau Industrial customers and distributors. The University of Wisconsin Oshkosh graduate has a bachelor’s degree in economics.

SPEED QUEEN LAUNCHES ‘ART OF THE JOURNEY’ CONTEST

Speed Queen® reports it is accepting contest entries that will earn a deserving store owner’s replacement loan through Speed Queen Financial Services (SQFS) up to $100,000.

Through Oct. 31, owners who reinvest in their Laundromat with new, state-of-the-art Speed Queen equipment financed through SQFS will be eligible to enter the 2016 Speed Queen Art of the Journey contest.

Once they have financed at least $2,500 in new equipment, store owners can enter the contest by uploading an original piece of art – photo collage/montage, video, poem, drawing or painting – that showcases their unique laundry journey to the contest website.

“Our Laundromat owners come from diverse walks of life and each have an interesting and valuable story to tell about their laundry journey,” says Jim Rosenthal, Speed Queen North American sales manager. “Upgrading outdated equipment with new, efficient machines featuring industry-leading technology will not only help reduce utilities, improve a store owner’s business operation and increase overall profitability, but owners will also have the opportunity to enter to win $100,000 through the Speed Queen Art of the Journey contest.”

Speed Queen says the original art should highlight the steps the Laundromat owner has taken in their journey, such as what they did before entering the industry, why they invested in laundry, how they have reinvested in their business, what role their business plays in the community and how the business has grown since opening.

In addition to awarding one grand prize winner, all qualifying entrants will receive a $100 gift certificate that can be used toward

new equipment or parts purchases at an authorized distributor, Speed Queen says.

For official rules and to enter the 2016 Speed Queen Art of the Journey contest, or to learn more about the 2015 winner’s journey, owners may visit www.speedqueencommercial.com and click “Vended Laundry.”

LAUNDRY OWNERS WAREHOUSE DONATES DRYER TO HAITIAN ORPHANAGE

Moved by the work of Global Vision Citadelle Ministries (GVCM), distributor Laundry Owners Warehouse recently donated a Dexter commercial dryer to an orphanage in Haiti, the company says.

“The story of GVCM is the stuff dreams are made of,” says Joshua Prager, owner of Laundry Owners Warehouse. “Two men share a vision to find out God’s will for them and that has turned into a full-fledged ministry which has helped countless individuals in the area. One cannot help but be impressed, and this is why we decided to help.”

The Dexter dryer is on its way to Haiti and is due to be installed soon, Prager says. “We hope our donation in some small way helps GVCM carry out its mission.”

WASH APPOINTS NEW DISTRICT SALES

MANAGERS

Laundry facilities management service company WASH Multifamily Laundry Systems has named three new district sales managers in recent weeks.

Michael Hustedt was appointed for the Houston region of Texas. He’ll be based in WASH’s new Houston branch office and will be responsible for serving the laundry management needs of area customers while expanding sales growth.

Newcomer Michael LaBraé joins WASH as district sales manager for the Sacramento, Calif., region.

And Byron Hatch joins WASH as district sales manager for the greater Chicago area. ACO

Sagen

Pollnow (From left) Steve Prophet and Yves Prophet, Global Vision Citadelle Ministries, thank Laundry Owners Warehouse’s Andy Kierman and Joshua Prager for the distributor’s donation of a Dexter commercial dryer to a Haiti orphanage it runs. (Photo: Laundry Owners Warehouse)

IT’S SIMPLE.

Continental has been marketing the advantages of washers touting extract speeds greater than 200 Gforce since DAY 1! Why should on-premise laundries be the only ones to benefit from high-performance washers with high-speed extract capabilities? Thanks to Continental, vended laundries began enjoying the high-speed benefits of lower operational costs, greater customer turnover and improved profit potential. We lead the industry in market-unique, creative innovations that positively impact vended laundries. NO WONDER THE OTHERS FOLLOW OUR LEAD … Call (800) 256-1073 to make your laundry more attractive, flexible, profitable, convenient and unique!

Why did you choose an ESD system?

We obviously wanted a state-of-the-art card system that would give us a competitive advantage, but we also wanted a company that was as celebrated for their service and customer care as they are for their most successful products. ESD is the gold standard in the industry because of superior products, well-trained personnel, and outstanding customer service.

Brian Holland, Partner

In the purest sense of the word, we are “newbies” to the vended laundry arena - excited to be here, eager to play, hungry for knowledge, and humble enough to learn from anyone who is willing to offer guidance. At the same time we have seasoned experience and battle scars from both corporate- and small business experiences in unrelated industries. While the industries are completely unrelated, the foundational business principals that they taught - Customer Service, Finance, Marketing, Sales, People Management, HR, Operations - are all directly relevant. Maybe we’re newbies with a little seasoning.

The Laundry Café is located in a fantastic destination location, but it is in a an internet challenged area of the city. ESD exceeded all our expectations by creating a wireless network even though none of the major internet providers were available. ESD has an internal team of IT professionals who customized our system to meet our needs, from design to installation.

Is there anything that surprised you about the ESD system?

I was pleasantly surprised at the managerial utilities. The reports are thorough, comprehensive,and seamlessly integrated. I can produce performance reports that track nearly everything. These are great for tracking your business and making informed adjustments for improvement.

Contact your local ESD distributor or ESD sales representative for more information.

What is your experience in the laundry industry?

Brian Holland & Tyrone Akins of

The Laundry Café

What are the unknown challenges that you faced with your new store? How has ESD’s system helped you to overcome these challenges?