Simon Says: Wash
Car spa is beautiful, clean and pampers its customers
By Elaine Foxwell
“His hair was always shedding, and it would get all over the place. I needed to have my car washed and vacuumed at least once or twice a week, so I’ve seen my fair share of washes.”
Kloiber, who has a master’s degree in public health, was not always comfortable in the carwashes she patronized. Some of them had dark waiting rooms that offered little in the way of amenities or comfort for the waiting customer. So when the opportunity came to open her own business, she didn’t hesitate.
“I was excited by the prospect of offering something new and revolutionizing the typical carwash experience.”
The concept for Simon’s Shine Shop was born, and in August 2004 the full-service hand wash held its grand opening.
“I decided to target professionals who live in Lincoln Park—people who work long hours and don’t have time to work on their own vehicles,” Kloiber says.
She knew that only a full-service operation would do—one that offered high-quality washes and other vehicle services such as detailing, paintless dent removal, body work and glass and paint repair.
“I wanted to include services that I, as a car owner, would want in a wash. Second, I wanted to emphasize the convenience of offering many services together á la carte.”
Luxury personified
“We have greeters who welcome all customers with a smile and direct them to one of several areas where the carwash begins,” Kloiber explains. “Because we offer such a wide variety of services, I felt it was important to take the time to explain them to our customers. Then they can make an informed decision about what they’d like.”
While their cars are being cleaned, customers are invited to relax in Simon’s spacious waiting area, which Kloiber says they never want to leave. Furnished like a cozy den, Simon’s features plush leather chairs, brightly painted walls, bench seating with comfy pillows and even wireless Internet access. There is also coffee, a variety of teas, hot chocolate, a filled candy jar, a great selection of current magazines and newspapers and even a children’s area complete with books and special after-school treats. On many weekends, customers are treated to mini neck and back massages while they wait. Kloiber wouldn’t leave out the wash’s namesake, so pets are always welcome.
“Our restrooms are just as nice,” Kloiber says. “Most women will agree that the cleanliness of a public restroom is extremely important. Our bathrooms are bright, clean and even include a baby-changing table. I wanted moms and dads to feel comfortable bringing their families here and knowing they would have a spotless place to wait for their cars. The last thing they need to be concerned about is whether they could use our restrooms.”
Fear not the competition
Despite having seven competitors within a 1.5-mile radius of the wash, Kloiber says she does not fear competition. Within this area, there are also diverse neighborhoods with differing needs. Lincoln Park is considered a booming area that is rapidly growing with retail stores, movie theatres and restaurants. A consistent flow of traffic past the location means Simon’s services about 3,000 cars per month.
The 9,000-square-foot brick building was originally a machine shop that Kloiber converted into the carwash. Landscaping, including various potted trees and plants in front of the building, gives it a warm and homey feel. There are modern lights located at the top of the building that brighten it at night, and security is assured by an alarm system, door and window sensors and motion detectors. Decorative wooden doors invite customers to come into the waiting area, and the main sign is a sophisticated and modern wooden sign with gold trim.
Chicago-based architectural firm Boyer and Associates was hired to help determine where to cut in windows and doors in the brickand- steel structure. The architects also influenced the waiting-area layout. Dave Dalesandro of Car Wash Services of Romeoville, Ill., helped choose equipment.
What matters most
While beautiful surroundings and the latest in equipment make a difference, and certainly set Simon’s apart from the rest, Kloiber stresses it’s all about the carwash.
“Simon’s is definitely unique, but if we don’t do a great job on their cars, they won’t come back.”
The attention to detail found in the design of Kloiber’s carwash is equally evident in the way the staff handles the cars. She points out that her policy is to use freshly washed mitts and towels for every automobile.
“A car is a major investment,” she says. “Preserving and protecting the finish is extremely important. Who wants to have their car cleaned with a dirty cloth?”
The tires and wheels are power-washed. After the exterior is cleaned, the vehicle is moved to the next station where the crew dries the entire car, including the door and trunk jambs, dresses the tires, vacuums the interior including the trunk, cleans the windows, cleans the dash and console (either Armor-All or wipe down), adds air freshener, shampoos the mats and applies Rain Vision to the windshield. After every wash, each car is inspected to ensure the highest quality work. A crew member drives the cleaned car to the front of the waiting area and signals to the customer that the car is ready.
Simon’s basic hand wash, called the Just Fine Shine, offers much more than the competition. The car is cleaned inside and out, including the wheels and whitewalls, the tires are dressed, all windows, the dashboard and console are cleaned. The full interior is vacuumed, including the trunk and floor mats. Women especially appreciate the choice of air fresheners including jasmine, vanilla, strawberry, cherry, lemon and new-car scent.
“We want our customers to feel good about their freshly cleaned cars and the overall experience at Simon’s...that’s what matters most,” she says.
The wash is open Monday through Friday from 8 a.m. to 7 p.m., on Saturday from 8 a.m. to 6 p.m. and Sunday from 9 a.m. to 5 p.m. Hand carwashes range in price from $14.95 to $24.95, depending on the size of the vehicle.
It is important to match the quality of services to the overall customer experience while they wait for their vehicles, Kloiber says. So she places heavy emphasis on customer service, and stresses building relationships with customers. For example, each customer’s washes are tracked for the “Buy 9, Get the 10th Free” carwash promotion.
Customers are often surprised to learn about the facility’s wash-and-park options. If they want to get a bite to eat, go shopping, see a movie or work out in the neighborhood, they can leave their cars. After they are washed, the cars are parked in one of the wash’s reserved spaces.
In addition to hand washes, Simon’s offers full detailing, waxing, paint repair and minor bodywork. The staff, which numbers 26, attends a variety of hands-on training sessions to ensure quality and excellence.
“We’ve been fortunate to find a staff that cares as much as we do,” Kloiber says. “Based on customer response and the testimonials we’ve received, it’s our people who make the Simon’s experience so exceptional.”
Hear ye, hear ye
Being the new kid on the block means Simon’s has to work hard at getting the word out. Kloiber uses several different types of marketing venues including direct mail such as Valentine’s Day cards, birthday cards and thank-you cards to its customers and runs coupons in Inside Chicago, a higher-end coupon package. The wash is also involved in networking events with the Lincoln Park Chamber of Commerce.
Simon’s donates its services to various churches, schools and businesses in the area and is in partnerships with different local businesses such as Jiffy Lube and Bally’s Health and Fitness.
Kloiber says she plans to expand her marketing program by hosting special events and neighborhood fundraisers at the facility.
“We already had a fundraiser for Children’s Memorial Hospital and have helped raise money for Y-ME, the Arthritis Foundation and Girls on the Run Chicago,” Kloiber says.
She also has a passion for animals and is investigating the possibility of working with PAWS (the Progressive Animal Welfare Society) Chicago to benefit its local animal shelters.
“We still have a lot of room to grow at this facility and hope to achieve an annual utilization rate of 80 to 85 percent over the next year. I am very pleased with how we handled each step in making Simon’s the place it is now,” Kloiber says. “I believe we thought everything through and made, and continue to make, the necessary revisions to improve the shop.”
Despite Simon’s being her first carwash, Kloiber says she would suggest that anyone thinking about entering the industry follow a simple rule: Make sure you differentiate yourself from the competition and do what you can that is different or unique to set yourself apart and make it a true destination.