Beyond
Bricks & Mortar Part II:
Game Plan for Succeful Site Development
By
Keith Kondrot
Plan
for the entire site and all that it needs to accommodate.
In
last month's issue of Auto Laundry News, we offered a fresh perspective
on strategic site planning. We suggested that operators who are developing
a new car wash site set aside, just for a moment, thoughts about the
focal point of their endeavors: the car wash building.
This shift in thinking is a direct response
to the increasing prevalence of multiple profit centers on
the car wash site. We proposed that operators first position all of
the "support systems," the ancillary business units, and
only then determine the location, size and position of the actual
car wash building. In this issue, we take the discussion further.
CONVENTIONAL
WISDOM HAS FAILED THE INDUSTRY
Be
careful not to fool yourself into thinking that this new, seemingly
logical way of approaching a new car wash design and construction
project is common in the industry. It never ceases to amaze me how
few car wash operators have adopted this way of thinking. Conventional
wisdom typically says that you:
•
Go to the trade shows and fall in love with a huge assortment of
products;
• Set the plans on a rough outline with the sales rep;
• Bring in a general architect and construction crew to get
the building up;
• Get through the hassles of permit paperwork and proceed with
construction without losing your sanity or blowing your budget;
• Bring in the equipment guy
who gladly fills every inch of available space with the large range
of products you selected;
• Open up for business.
That
conventional wisdom not only fails to accommodate other site necessities,
it neglects to incorporate the rest of the story. In this hasty process,
it is quite likely that there were fines or delays from the municipality's
zoning commissioner which the inexperienced or general service architect
failed to follow through on. There probably was a huge and unexpected
series of cost overruns by the construction crew. Your gut might have
told you there was way too much equipment on the premises. Finally,
the lot could end
up looking more like a
traffic jam than a smooth car wash operation.
THE
GAME PLAN
If
we discard the "conventional" approach to car wash design
and site development, what method are we to use in its stead? I believe
that we have created an alternate plan, which will help many car wash
owners bring their dreams to fruition by offering the following results:
•
Sites
that make the best use of available space;
• Car washes that operate with the highest quality (not necessarily
the largest quantity) of equipment available and necessary for the
site;
• A customer experience which includes easy access to and egress
from the site, a safe and clean environment, a sense of convenience,
and quality in a pleasant atmosphere;
• A positive rapport with the city authorities for the way
in which you and your specialized architect brought them onto the
building team early and often;
• A balance sheet that speaks volumes month after month to
validate the smart decisions you made.
This alternate plan, simply said, replaces
headaches and hassles with a true sense of strategic team-planning
and long-term success. And all it will cost you is a call to your
local car wash association or a couple of calls to regional architectural
firms to determine which ones are specialized in the car wash industry.
Who can argue with that? Consider, then, the following six-step plan:
Step
1.
Identify a specialized architect and allow
him or her to gather a team of design/development professionals who
will assess your property and identify your priorities and goals for
the site, including services now and in the future, demographic overview,
and marketing strategy. Before determining the size of the building,
ensure that you have ample space on the lot for essential elements.
These include setbacks, employee and customer parking, green areas
required by community zoning, signage, stacking, adequate turning
radius into the tunnel, dry-off or detailing areas, potential expansion
for additional profit centers, and, of course, easy access to entrances
and exits. From here, determine buildable area. What size building
will fit the site and allow ample room for equipment?
'Step
2.
Encourage and allow the architect to work
with local authorities early in the planning stages to create a workable
site plan that will win approval. While qualifying a site, allow the
architect to contact at least two general contractors for ballpark
construction estimates.
There is a big difference between a 110-foot
and a 160-foot building, so these early estimates will help you determine
whether you need to reign in your original plans. Having a
specialized architect who can recommend the best, most durable building
materials will also help more clearly define the budget early on.
Although cheaper building materials may be
enticing at first, the long-term maintenance or replacement costs
will add up quickly over the years. Employ value-engineering techniques
that utilize better materials which perform well over the long haul.
The initial investment may be higher than you expected, but the cost
savings come into play five, 10 and 15 years down the road.
Step
3.
With a workable site plan and preliminary
budget in hand, contact some of the key equipment manufacturers whose
products have intrigued you. Let them know you already have a workable
site plan and fixed budget. Working in tandem with your architect,
share the parameters and preliminary site plan with the equipment
suppliers and bring them onto the team to meet your needs without
overcrowding your wash or overriding your budget. Fitting equipment
onto a site is a critical step in the construction process, but it
cannot be the only consideration.
Step
4.
Commence with the building process only after
being assured that your professional team has the needs and best interests
of your facility at heart. Be certain the architect and crews are
familiar with the harsh internal conditions of a car wash, and that
your site crew has planned for adequate means to accommodate these
year-round demands on the building. The harsh elements that specialized
architects have come to know all too well might be news to the general
architect who has not yet seen the effects of reclaimed water and
its fine mist on window frames, on fasteners, and in every nook and
cranny inside the wash. Keeping outside water from coming in is only
one major challenge; the bigger job is tackling the effects of weathering
from the inside out.
Step
5.
Make the most of the availability of professionals
familiar with the intricacies of a car wash building to prepare your
building for a long life and low, infrequent repair costs. Insist
on the use of durable materials. Utilize stronger, longer-lasting
materials like concrete block for the walls. Consider high-end treatments
like tiling - a hard but washable surface. Flash the building both
ways and work off of the assumption that water is getting in from
the outside so that you make a plan to have flashing that leads it
back out. Otherwise, water stays down at the bottom and starts eating
away at the mortar, deteriorating the building's foundation.
This kind of damage, unbeknownst to many a
general architect or general contractor not familiar with the car
wash's incredibly harsh interior conditions, eats away from the inside
out. By the time you notice it, the damage is already done, resulting
in the need for a major, labor intensive and costly repair.
Step
6.
Make absolutely certain that all the steel
used in and around your car wash building is galvanized. Although
this will not totally eliminate general maintenance needs of washing
and cleaning, the galvanized steel will increase the life of the building
dramatically. Normal steel beams typically need to be replaced every
three to five years, while galvanized steel beams may need to be replaced
once or twice over the life of the building.
Although not all-inclusive, this six-step
list can function as a checklist of sorts, so that you will not be
caught in a bad situation when the building process is already at
full speed or even complete. I've had clients who come to me to fix
their sites because it was only after the building process was complete
that they realized -thanks to the city inspector who told them - that
there were codes and zoning laws with which they were not in compliance.
Surely you've heard of the elderly man who
boasts he is the picture of health although he hasn't visited a doctor
in 20 years (costs too much and isn't worth it). One physical later,
his prognosis is poor and what he expected to be a clean bill of health
turns out to sound more like a death sentence. The same goes for the
car wash owner whose lowest-bidding crew and seemingly good (although
general service) architect has limited knowledge of all the tedious
procedures that must be put into place before, during and after the
unique car wash building process to ensure the longevity and functionality
of a site. Only after the city inspector comes onto the site does
he learn of his facility's failure to get a "clean bill of health."
Making changes to bring the site in compliance with zoning laws will
now cost him close to double what it would have cost him to hire specialized
experts in the first place. Consultants such as these can save you
as much as 10 percent to 20 percent on the entire project through
value engineering, competitive bidding, and total accountability throughout
the project. Consider the added bonus of having established a strong
and positive rapport with community leaders in the process. That's
a priceless feather in your marketing cap.
DESIGN
BASICS FOR ADDED APPEAL
Signage
and landscaping are key components to any successful car wash site.
These essentials can clearly make or break the grand opening of a
newly built facility if not tended to with sufficient attention to
detail. I tend to agree with those who say that the most important
marketing tool of the car wash is its signage. We encourage clients
to consider the strong return they will enjoy on their investment
into quality signage. A marquee or architecturally sophisticated design
that will blend well with the building reaps the greatest reward by
way of being attractive and attracting customers who like the look
and feel of your facility. Ground-mount or masonry signage is one
and the same. The other option is a pole sign with two or more legs
to support it.
High quality signage is a sure sign, if you
will, of an owner who takes pride in his site. Similarly, a clean
and well-maintained site is the best way to send the message that
your car wash considers
cleanliness and appearance top
priorities. Monument masonry at the entrances should match, and any
signage on the site should be easy to read, taking into account all
ages, visual disabilities, and the most legible typestyles and colors.
A necessary word of caution must be offered
here, however, so as to discourage overkill, or underkill, on signage.
Too big will block a view into or out of the site, and too small will
be too difficult for passers-by to make out. We've found a smart combination
of quality materials, concise, clean wording and smart placement on
the site are a critical trio.
Where landscaping is concerned, work with
the local planning commission to determine the extent of green areas
required, and then commit to maintaining an attractive, well-groomed
environment. Keep in mind that not everyone has a green thumb. Leave
the landscaping to the experts. This is another area where minimal
costs for upkeep and use of trained expertise will go a long way in
impressing your customers who will want to return to your site again
and again.
A word of caution here, too, however: Be certain
not to let landscaping hamper customers' access to the site, or their
line of sight from the street. Just as we caution against allowing
equipment suppliers to be the sole determinants of your wash product
line, we advise against
letting a landscape artist make decisions that will compromise the
flow of the site or that all-important easy access to the facility.
Even the highest quality car wash will not build a strong customer
base if the entrance is crowded with tall evergreens that block the
view of or access to the driveway and threaten the driver's line of
vision.
CHOOSING
THE RIGHT ARCHITECT
Since
I've taken the bold step of acknowledging that not all architects
are created equal, it's my responsibility to help car wash owners
distinguish among the good, the bad, and the ugly. Sadly, some general
architectural firms are more interested in pretty buildings and expanded
portfolios. Ask all architects you're considering for a contact list
of their clients to learn just how practical and functional their
buildings are on the overall site. An architect, while still keenly
devoted to creating the best visual appeal, should understand that
a successful site is much more than a pretty building. You will be
better served by an architectural team that can back up claims of
being familiar with the unique car wash industry. Since the car wash
building process is one of the most complex and structurally demanding
building types, it is vital that your architect specialize in this
building type, or at least have direct experience with a sister industry
(convenience store, petroleum station, quick-service restaurant) which
demands the same type of complex permitting, zoning processing, and
specific material requirements.
There are few other buildings that will suffer
the same amount of physical damage as the inside of a car wash. Does
your architect understand the demands placed on the structure day-in
and day-out? Is he prepared to plan for the specific building materials
needed to tolerate these conditions?
Does your architect bring to the table an awareness of the many sewage/drainage
specifications which must be met early on in the planning processes,
or is he content to let a general contractor handle these "little
details"? Is your architect prepared to go to bat for you in
front of the zoning or planning boards with more than just a cookie-cutter
building plan? Is he offering creative solutions to common problems
that will help distinguish you from the competition (whether it be
a dramatic architectural element, interesting canopy, color combination,
etc.)? Is he a one-stop shop, so to speak, or will you have to go
out on your own to gather the construction crews, handle scheduling,
billing, and all other details?
Contracting the services of a specialized
architect is more than just checking a directory. It is important
to ferret out those specialized architects who understand and will
offer proactive, results-oriented solutions for a site. Get them to
talk about how they will establish a unique presence, and the overall
site's physical appearance. Ask how they intend to employ value engineering,
competitive bidding and the best of what savvy design has to offer
in a cost-effective manner. You'll also want to be assured that they
will not exceed your budget. And don't forget to ask who will be responsible
for zoning, who will coordinate billing from all parties involved,
and what everyone's role will be. These are vital issues that are
critical to successful project management. Unfortunately, they are
all too often dismissed.
PERILS
OF POOR PLANNING AND PERMITTING
Although
the details of permit processing and zoning expediting during project
management merit another article altogether, this much is true: It's
not a project unless you can get it zoned and permitted! This is why
it is critical to have an architectural ally on your team early
and often to coordinate project management from the very first stages
of planning, site selection, feasibility studies, preliminary as well
as final site layout plans, and construction. Lack of compliance with
the community's purposeful zoning regulations is a costly and unnecessary
recipe for disaster. This is not to say that variances cannot be introduced
and approved, but these come into play only after approval of basic
design, sewage/water and general construction issues.
It is second nature for us to bring to the
table this type of in-the-trenches expertise that helps plan for the
peak periods, making sure the best-case scenarios do not end up being
worst-case scenarios. Putting together a site with a forward-thinking,
proactive, and comprehensive mindset will allow you and your building
team to make accommodations for the very unique requirements of a
car wash facility.
The most attractive façade means nothing
to the profitability of your site if the turning radius is too tight
for most larger cars. The most obsessive clean-car customer will not
return to your lovely site if he can't turn onto your lot without
feeling like he's at risk of getting hit. This can result from the
stacking being too close to the street, leaving cars which are waiting
in line dangling onto the street.
Frankly, this traffic-encroaching waiting
line is all too often the result of not being honest with yourself
or the city planners about peak car wash periods. If there is not
a trained professional who can adequately represent your interests
and concerns to the zoning commission, then the eventual overflow
on peak days can result in overcrowding on a site that spills out
onto the street, creating a traffic hazard no customer or zoning commissioner
will tolerate.
A similar risk is to approve plans for a 160-foot building because
you insist on fitting in all of the latest and greatest products,
bells and whistles. All is well until you realize:
•
The
over-sized building means employees have to park on the street;
• There is no room to accommodate, in a later expansion, the
potentially profitable customer waiting area (with vending machines
and impulse items)
• You've blown your budget on equipment, leaving little for
signage or landscaping, which are your key marketing tools.
A smarter option we recommend to our clients
is to accept a realistic building size, coming to a budget which includes
the vital necessities of signage, dry-off area, parking and landscaping,
not to mention durable building materials. Yes, I admit, this might
mean making some concessions. You may have to accept a shorter building
to save costs, although you will still fit quality products in the
tunnel. Our goal matches that of our clients: creating the best car
wash possible. Yet we acknowledge and are proud of the fact that we
come to this goal with a different mix of skill sets than the average
car wash owner. From what the industry is telling us, we're onto something.
THE
CARWASH AS A CONVENIENCE PROPERTY
The
public and industry professionals alike have come to accept the car
wash as a "tweener" business. That is to say, it is a convenience
destination people will go out of their way to visit, but typically
they will opt for a convenient location on a nice route. In addition
to selecting a car wash site on the merits of its appearance, attractive
architectural elements, and the overall quality perceived from the
street, the customer must feel that there is a flow and an order on
the site. Even those who are adamant bargain hunters when it comes
to car buying are cautious when it comes to surveying a potential
car wash site.
No one driving a car wants to feel crunched
on the site, to be threatened entering or exiting, or to get stuck
in traffic on the car wash lot. Knowing that the site flows smoothly,
that they will be serviced in an efficient and customer-friendly atmosphere
that answers their needs, is a critical message you must send to lure
loyal customers. To that end, a well-planned site is part of any business
goal. A focus on quality building materials will keep the facility
in top-notch condition longer, and attention to the details of signage,
landscaping and parking are all vital cogs in the site, layout wheel
that drives customers
satisfaction and your profits up and up. There are many, many ways
to create an attractive, unique and eye-catching building that is
just as functional as it is fun. Neglecting the necessities of a complete
car wash site will cost you dearly in the long run, so be sure that
you are not persuaded to believe that the building is the only important
element on a site. Because those sites that focus only on the building
are the ones that wish they had left a little more room for added
parking or traffic or signage.
Here's a money-saving tip to clip: Plan ahead and
bring the necessary experts onto your project development team. And
do not forget to leave enough room for all of the car wash facility
components so that the site works well and avoids major nightmares
that will drive customers away. Keep in mind the need to be consumer
friendly, convenient, and code-compliant, and you will increase the
potential for your site's overall, long-term success.
Keith
Kondrot is a Registered Architect and principal of Streetscape Architecture,
based in Glen Ellyn, Illinois. Kondrot has nearly 20 years of experience,
applying his specialized architecture to the car wash, petroleum,
and convenience store industries. He is a member of the Illinois Petroleum
Marketers Association/Illinois Association of Convenience Stores,
and the Chicagoland Carwash Association. Contact Keith via e-mail
at streetarch@aol.com.
