We occasionally provide excerpts from The Great American Car Wash Story. Former ICA Executive Director Gus Trantham and veteran commercial writer John Beck wrote this book in 1994. It represents the most complete history we have found of the industry in North America. Enjoy.
Chapter 58
An Era Of Image Building
During the ‘70s, the car wash industry was experiencing a period of great growth with many new operators getting into the business.
Many promoters of absentee-owned businesses promoted car washes as the ideal targets that operated on a cash basis, that could double dollar volume virtually overnight, that required little maintenance, and which could even be operated without any personnel on site. One result of this had been a growing number of abandoned self-serve car washes collecting windblown trash and creating a bad image of car washing in the minds of many car owners.
Meantime the car wash associations and most of the experienced car wash operators had been working to improve car wash quality and to start putting attendants on duty at self-serve car washes that had begun to rival the quality of the best conveyor washes.
At the same time, a major effort was being made by ICA to provide car wash operators with professional guidance in training and management through such programs as the Safety Training Program, ACE, and intensive seminars at annual and mid-season conferences and conventions.
So it was more or less inevitable that, in 1982 with the combining of ICA and NCC, a major image-building effort was undertaken. This consisted of what turned out to be a double-barreled winner: namely, the ‘’Happy Birthday America” program, which was staged to tie-in with the Fourth of July. This program resulted in more than 1 million free car washes being given away as a grand gesture of goodwill to car owners.
Since the Fourth itself would not have been convenient to motorists who were out on holiday, the give-away date was set for July 1 and promoted widely in the media, including TV, radio, and the national and local press.
At the conclusion of the campaign, a survey (which was far from complete) revealed that almost 1,500 car wash operators participated, washing 1,223,874 cars for free. Scores of car wash operators reported that they had washed more than 1,000 cars on that day. Many also said that a major percentage of the car owners who came in were new “customers” who went out of their way to thank the operators personally…
…But for 1983, Bill Jurkens was able to announce that an even bigger birthday celebration would be staged saying:
“Yes, happiness for our car washes is Happy Birthday America. We proved that last year and we are again offering our members an unusual opportunity to promote new business by offering a free car wash on June 30.”
From this point on, Jurkens put a great deal of energy into urging all ICA/NCC members to participate, pointing out that the Association would provide, without charge, free promotional packets containing promotional ideas, a catalog listing specialty items that could be purchased and free posters. In addition it was announced that special posters would be offered on a cost basis for outdoor display. And Jurkens exhorted, “This year, let’s wash 2 million cars or more to make it the biggest event ever.”
As might be expected, the 1983 campaign was a huge success, but this was almost over-shadowed by something else the next year, which was the year that Bruce Milen took over the gavel. That year, the 1984 campaign was planned to join forces with the great March of Dimes drive to become the “Wash America for the March of Dimes” campaign.
But this one was destined to be different. Instead of just washing cars for free, participating car washes agreed to contribute a portion of their regular price to the March of Dimes.
As the result of PR efforts such as these, the car wash industry began to achieve a much more favorable image with the general public.
