Newspaper Highlights Cincinnati Operator

CINCINNATI -- In the male-dominated carwash industry, one Cincinnati businesswoman is succeeding by paying attention to details - not an unusual feature of full-service carwashes, after all.

But the details Christine Sandusky sweats go far beyond pretreating bug guts or hand polishing to a shine. Customers at Finneytown Auto Wash on North Bend Road can buy greeting cards, license plate frames and cinnamon potpourri, read about local happenings, see firsthand why assistant manager James Pointer is employee of the month, and have a fresh cup of coffee on a white wicker seat.

In June, Sandusky will celebrate five years as owner of Finneytown Auto Wash, built in 1960. The anniversary celebration will coincide with an expansion of services at Sandusky's other carwash on Hamilton Avenue in Mount Healthy.

The Mount Healthy Auto Wash, which she bought two years ago, is not as fully developed with extras but has a new feature of its own on excess property - outdoor storage for RVs, boats and other vehicles.

Sandusky's efforts to improve the stereotypical atmosphere of a carwash and diversify offerings is similar to those other independent carwashes are taking to stay competitive, said Jeff Mitchell, director of marketing and communications for the International Carwash Association in Chicago.

And it's working, Mitchell said, because industry revenues have grown for several years in a row.

"It's all about adding multiple profit centers," Mitchell said. "Forty-five percent of attendees at Car Care World Expo (the association's annual trade show) are looking to add new profit centers in any given year."

Oil changing, dry cleaning, fast food and convenience stores are the most common services added.

"All this extra stuff - plus making it a friendlier environment and a totally positive experience versus the dirty and grungy carwashes of days gone by - add to the bottom line," Mitchell said.

Sandusky - despite a significant investment in upgrades over the years - has consistently turned a profit since buying into the business.

The Finneytown store has always been profitable and sees more traffic than Mount Healthy, which just breaks even. And recent sales of greeting cards and car accessories have far exceeded expectations, bringing in about $500 a month.

Patricia Sheerin, a yoga instructor from Westwood, said she prefers having her car worked on by professionals versus putting it through a fully automated carwash.

"They do a better job and it's easier on the car," she said.

However, the primary reason for growth in the professional car washing industry is not the extras but consumers' poverty of time.

"It takes longer to wash a car in your driveway and people are busy," said Mitchell.

Before buying Finneytown Auto Wash with former partner Sara Braun, Sandusky worked for eight years as a pharmaceutical sales representative. She had a company car and was making good money but "wasn't having fun."

Satisfied customers who come back are drawn, in part, because Sandusky is almost always on the premises, even though she has 15 employees.

"I think part of the reason my Finneytown store does so well is because I'm here and see to it that customers are served," she said.

When gas prices soar or when the economy falters, carwashes can be early victims. Sandusky has been buffeted by both.

"Carwashing is kind of a luxury item," she said. "When times are bad, I don't lose customers. They just don't come in as often."

Source: The Cincinnati Enquirer

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