We have outlined three specific reasons explaining why Lighthouse Carwash Solutions' glass buildings outperform traditional
car wash facilities.
1. A Beacon Building brings
more customers into a site
As the name "Beacon" implies, the brightly
lit glass car wash building glows to invite customers in.
"Visually, this site sells itself," says Jon Lassus,
owner of two locations, including the very first one. "People
drive by, not planning to wash their cars, but they see
the lit up glass building and decide to get a wash."
Not only are marketing costs lower, but a site with multiple
profit centers, such as a convenience store or a quick lube
operation, enjoys the benefit of these additional customers
throughout all areas of business.
2. A Beacon Building location produces
more carwash revenue from the customers it attracts
Once a customer visits a quick lube or convenience
store site, they are more likely to purchase a car wash,
due to the attractive, inviting glass building. "Our
site is not the highest volume gas site in county,"
said Jim Farish of Pumper's
Premium, "but I certainly believe it's the
highest volume car wash associated with a convenience store."
And, because the brightly lit building has a safe, open
feeling, there is no reason to close a car wash with a Beacon
Building at sundown, as with traditional washes. "We
get far more nighttime washes at our Lighthouse sites than
at our conventional sites, and I'm sure it's because of
the visibility," added Jon Lassus.
Additionally, Beacon Buildings can produce higher average
revenues per car than traditional washes. One location,
Auto Clean Express in Gastonia, North Carolina, offers washes
at $5/$6/$7/$10 price points, and is enjoying a very healthy
revenue of $6.94 per car. 29% of Auto Clean Express's business
is at the $10 "Supreme" level. "Conventional
car washes can't support price points of $10 or more,"
asserts Lighthouse Carwash Solutions' co-founder Mike Kinslow.
"The Lighthouse Carwash experience is so much better
than what a customer finds in a dark, cinder block building,
that our operators are able to charge more, increasing their
3. A Beacon Building creates customer
Because the glass building is unique, it helps
an operator differentiate his operation in a competitive
marketplace. Surveys of customers at Lighthouse Carwash's
location in Indianapolis show
that 60% of customers are repeat users, and 98% indicate
an intent to come back. In an era of me-too products and
the clutter of an overcrowded marketplace, the Beacon Building
glass building gives customers a special reason to return
to a site that is otherwise hard to distinguish from the