Sota Shine and Sota Pup incorporate some novel ideas that take practicality to a whole new level, differentiate them and equate to a symphony of wows as customers enter.
In the ever-evolving landscape of entrepreneurial innovation, Nick Netley stands out not just as a business owner, but as a visionary who found a niche in the car wash industry that is not only wowing his customers, it is encouraging them to purchase the top membership package. In Maple Grove, Minn., Netley’s Sota Shine express car wash and the adjoining Sota Pup dog wash escalate the idea of differentiation — “Nobody else has this perk,” Netley said — incorporate some novel ideas that were learned by experience and go directly against the advice given to him by some of the bigger players in the industry.
“Sota Shine in Maple Grove was born out of a simple idea but took a complex route to fruition,” Netley said, sharing that it took about two years of negotiations to get the car wash concept approved at the site they’d purchased from Hy-Vee. “We bought our parcel from them, but they are really particular about who and what they allow to be built on their out lots. They’ve been great to work with — and have been supportive — but it was a lengthy initial process.”
Netley didn’t just sit on the sidelines, though, while he was waiting for the approval. He decided to build his first car wash in Waconia, which ended up being a pivotal business move. “It allowed me to live and learn it. You don’t really realize stuff until you actually get into it and start forming the function of everything, streamlining everything.”
“Waconia was my first crack at it,” Netley said, and he had a ton of ideas he wanted to try out — most of which ended up working out really well. But, he did make 15-20 changes to the design for his second one, based on his first-hand experiences in Waconia. They were mostly small tweaks, such as traffic flow, for example, and the setup for the pay station, he said.
“We learned our lesson that we should have an attached pay station,” Netley said, because the detached pay station at the first wash required employees to run back and forth a lot. He combined that learning with an idea he saw at a Chick-fil-A, where the employees were able to walk through a set of sliding glass doors to greet the customers, instead of at a pay window. “It’s an easier membership sale when you come out, greet someone and meet them. It’s a little more personal when you walk up to a car,” Netley said. Plus, it means just one employee can handle things during slower times, instead of two.
He also added about 15 feet to the tunnel to allow for a little more drip time. And he spent $25K on an additional mini trench in the tunnel to hide all the hoses. “I’m not a fan of hoses coming down from the ceiling. So now, all of our hoses are built into a mini trench and it’s super clean looking,” Netley said. “You walk in and you don’t see any hoses on the wall.”
Another learning from the first build: solar panels. One of the striking features of Netley’s business is its solar panel integration. The expansive roofs are not only architectural marvels but also powerhouses of sustainable energy. “We’re producing about a third of our power from solar,” he said. The decision not only reflects his environmental consciousness but also a keen acumen for cost-saving in the energy-intensive car wash industry.
He also opted for wood grain-textured preformed concrete panels for both builds, which shave about a month off the build time, Netley said. These precast concrete panels can be erected in about two weeks once delivered, Netley said, and they are invincible. “Honestly, even if a tornado came through, I have no concern. I might lose some windows, but this building is not going anywhere,” Netley said. “Fire is not a concern to me either. Everything is concrete and metal. We have no wood in here at all, whatsoever. So these are like bulletproof buildings that have awesome insulation with a great R-value.”
I’ve always believed that real value comes from thinking ahead, investing in quality that pays off in the long run,” Netley said.
But perhaps the most notable differentiator at Netley’s Maple Grove location is the Sota Pup dog wash. What could be a mere add-on in any other business is, in Netley’s hands, a game-changer. “Pets, like children, are family and we spare no expense for family,” Netley said. And he would know: He was the owner of a dog daycare for 15 years, which ingrained in him a profound understanding of the pet industry and the lengths people will go for their furry companions.
“I realized the power of dogs and what people will spend on them,” he said. “It’s probably one of the most powerful things besides children as far as people’s budget. They have no budget when it comes to their animals.” The pet industry is formidable, he said, with probably two-thirds of households in America having a dog. And by tapping into that market, Netley is capturing two-thirds of the people walking into his car wash, right off the bat.
It wasn’t an idea that was embraced by the people in the industry he talked to, though. “I was told by some of the bigger guys, ‘Don’t do that dog wash!’” I think they knew how much of a differentiator it would be and it wasn’t something they would want to spend their money on, he said. “But you have to spend money to make money,” Netley said. And, Sota Pup had a price tag of $1M.
But when people see this dog wash, they are wowed, Netley said. Sota Pup has state-of-the-art amenities, cute aprons and step stools for the kids, big aprons for the adults, headbands for the dogs, four different shampoos and custom towels. It features six spacious tubs, premium grooming products, and even a photo booth with seasonal backdrops, turning a simple bath into an event. Customers who purchase the top membership package at Sota Shine have access to unlimited use of the dog wash.
The 2,000-square-foot indoor dog wash is not just a testament to Netley’s ingenuity but also to his understanding of modern consumer habits. In an age of social media, the dog spa provides a photogenic space that invites customers to share their experiences, effectively turning each visit into a potential viral advertisement. Netley has even had requests to rent the space out for dog parties. “Dog birthday parties, I guess, are a thing now,” he said. “It’s kind of a cool thing that gets your name out there. People talk about it.”
The journey of Sota Shine and Sota Pup is also the story of community integration. Netley has fostered relationships with city councils, convincing them of the value his business brings to the local ecosystem. He thinks having a dog wash also helped push things along with the city council. “They got excited over that idea a little bit!” Plus, the look of the buildings helped. “They’re pretty fancy and don’t look like the traditional car wash,” he said.
And Netley’s story is only just beginning. With each wash being larger than the last and boasting more sophisticated features, it’s clear that Netley’s ambition is not just to grow, but to set a new standard.
His eyes are already set on expansion, with a dozen car washes planned for the Minneapolis area. The third location is being scoped out and plans are for it to have a longer tunnel, probably around 175 feet, and an even bigger indoor dog wash (3,000+ square feet). “It is going really well with the dog wash,” Netley said. “We are even able to sell car wash memberships when it’s raining out, which has been amazing.”
They are looking at a pace of about 18-24 months for each wash. “And I think if the dirt’s right and it’s big enough, all of them will have this dog wash attached to them,” Netley said. They might even be adding a dog wash to their first site, as their customers have let them know that’s something they would really like.
Netley’s leap into the business was not a mere dip of the toes but a plunge into deep waters. As Netley said, “I’m kind of an over-the-top kind of guy. If you’re going to do it, you do it right and do it with a flair that sets you apart.” The car wash is not just a building; it’s a statement. “I wanted something where, when a customer came in, they would say, ‘Wow!’”
In Netley’s own words, “It’s what I love — sitting at the front desk and watching people’s faces when they walk in. It’s a good feeling. You made something that people get excited over, and that’s kind of hard to do in the car wash world.”
Sota Shine and Sota Pup
Maple Grove, Minn.
Owner: Nick Netley
Year opened: 2024
Number of locations: 2
Building size: 8,000 square feet, which includes a 2,000-square-foot dog wash
Contractor: FRANA
Conveyor length(s): 160-foot tunnel, 135-foot conveyor
Equipment/Equipment supplier: Mark Fuhr at Carwash Technologies
Anticipated number of car washes annually: 200,000
Environmentally friendly features: Solar panels, water reclaim, recapturing reject water, water usage at 50 gallons per car down from about 90 gallons per car
Website: www.sotashine.com