Today we’d like to introduce you to Lanese Barnett.
TradeMark Car Wash is a full-service car wash with two locations in Collin County. Since 2004 the company has washed upwards of three million cars and employs more than 100 staff, all earning a living wage. The brand is part of parent company, Car Wash Companies, which also owns and operates Tommy Terrific’s Carwash, an exterior only car wash with multiple locations in Dallas.
This is the second location for the brand. TradeMark Car Wash has served the Allen community for more than decade. And while the Plano address was home to previous car wash iterations, following the extensive yearlong overhaul this facility has staying power and is poised to become a community staple.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Opening a new store always brings challenges, especially when you are breaking the mold in some respects.
The innovative exterior design features two 15-foot wide detail belts creating a moving assembly line with on demand product applications where both the vehicle and cleaning staff are carried together through the cleaning process. The German technology is widely popular in Europe’s major cities; however, the detail belts are a first in Texas and threw us a few curve balls while installing. All in all, however, we are pleased and glad we did.
The decision to serve beer and was easy to make; implementing was the hard part! The idea to serve alcohol began by wanting to have a true wine bar inside the car wash. We knew the existing Texas Alcohol and Beverage Commission (TABC) rules requiring 51% of sales from food, but were hoping to acquire an exemption because this concept was so unique, and clearly, we were not a restaurant. What it boiled down to was we could legally sell beer and wine but not serve it on premise – doesn’t make for much of a wine bar if you can’t drink the wine at the bar. To keep our dream alive, despite the restrictions, we opted to give it away for free. And not the cheap stuff, the stuff you actually want to drink. Think a nice a salon. (And of course, we card all guests and have limits).
Alright – so let’s talk business. Tell us about TradeMark Car Wash – what should we know?
What’s different about TradeMark Car Wash?
• 135-foot car wash conveyor
• Two 15-foot wide, 90-foot long detail belts where the cleaning staff rides along with the car– the first in Texas
• Lobby with seven 55 inch televisions; patio with 75-inch television
• Seamless glass windows offer an interactive experience
• Espresso bar and free wine and beer
TradeMark Car Wash in Plano is a luxury car wash that isn’t outrageously expensive. Accessible luxury. We intentionally have one price point for the car wash, taking the angst out of the decision-making process where the customer receives all of the bells and whistles with every wash. We don’t discount or coupon (which is consistent with our other locations).
Couple that with an inviting/ luxury hotel vibe on the inside. Everything from the coffee, plants, seating areas, commissioned artwork, flat screens, music, et cetera, it was all selected intentionally. And it wasn’t chosen on the margins; whatever needed to create a holistic luxury-feel. I just wanted space to look great and be a reflection of my tastes that I can take pride in sharing.
We strive to not simply meet customer expectations, but exceed them, every time on every level. The marketing, interior design, architecture, curb appeal, customer service, product quality, and overall goal driving each aspect of our business is to offer customers a truly luxury car wash experience.
We want to create a paradigm shift in the way a customer views getting their car washed all together, converting it from an interchangeable commodity or errand to a sought-after and enjoyable experience at a destination location. For example, you can go to a local C-store and get a cup of coffee, but companies like Starbucks have been so successful by identifying that it’s more than the coffee they want, they want the experience they feel while getting it – and they are okay paying more for that.
“With this location, we really took a step back and asked ourselves, ‘As a consumer what would be the perfect car wash?’ And to us, this is it!” remarked Tom Miller, owner of TradeMark Car Wash. “Get a professional car wash and enjoy a good glass of wine while watching sports or the news on one of several HD screens.”
To accomplish this luxury feeling at TradeMark Car Wash in Plano we melded an ultra-modern, sleek interior, high-end amenities, and front row view to the car wash process, from start to finish at a near 360-degree view form the lobby. We’ve broadened the intent of the lobby from just a waiting area to more of a lounge atmosphere with customer-centric, intuitive, and thoughtful design.
Locally commissioned artwork creates a gallery-like inside, while multiple seating and standing areas give the space an inviting feel. The counter seating directly facing the detail area includes electrical outlets with USB ports, under-counter bag hooks, and free high-speed wireless internet for convenience.
A 40-foot wrap-around bar located at the heart of the lobby provides a perfect platform for us to interact with customers in a new way, forging relationships that foster loyalty. After checking out, a customer can post up at the bar and watch one of seven flat screens, while they have a glass of wine or a beer – on the house. The complimentary beer and wine has been a big hit, as you can imagine, and is really reshaping customer perception of what being at the car wash feels like.
The collective effort of our staff: beginning with the greeter outside, furthered by the interaction with the cashier in the lobby, and solidified by the send-off team Q.C.ing the car; is what makes the experience memorable and personal to the customer. “We’ve been amazed at how many customers who have gone on to review sites like Yelp and specifically mentioned a staff member by name to give a shout out for the above and beyond service,” said Miller.
The restrooms were inspired by luxury hotel spas with an ultra-sleek, Zen design, and are impeccably maintained, leaving as big of an impression as the free wine! A mixture of red, black, and white stone anchors the interior, carefully balanced with other softer elements such as wood accents, indoor plants, and the incorporation of the natural outdoors through the predominately glass walls.
“At the end of the day, we want the customer to feel welcome and comfortable and look forward to their next visit. Maybe they even forget that they are at the car wash. They can get away and have some ‘me time’ with a nice glass of wine; enjoy the patio; hang out at the bar; or even take care of work on their laptop while sipping an espresso; all without any sacrifice to the quality of the car wash service.” – Oscar Hernandez, TradeMark Car Wash Plano Manager
While we are proud to showcase the European car wash technology, we also have a distinctly Texas vibe with locally sourced products. We feature Dallas-based Ascension Coffee Roasters coffee and espresso beans, real cane sugar soda fountain by Oak Cliff Beverage Works, and succulent displays from a local nursery.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
My boss, Tom Miller, has been in the car wash business for more than three decades. He has a passion for the industry and enjoys the challenge of enhancing and growing our brands through thoughtful expansion. He has owned and operated his own stores for the last decade and half. Working for Tom, a serial entrepreneur, his energy is infectious and hard to shield. He is always full of new ideas and certainly keeps me on my toes. It’s really fun to try new things to see what works and have an environment where failure is okay if you learn from it and it leads you to even greater success. Plus traveling to fun places like Europe for work is usually pretty motivating. In all seriousness, checking out what others in our industry, and outside of it, are doing design and marketing-wise really spurs me on for what we can implement at our locations.
As the director or marketing, I (Lanese Barnett) oversee all marketing communications, brand management, signage design, and act as executive assistant to the owner. I have been with the company for seven years.
Pricing:
- Full Service Wash: $27
- The Mini Detail: $60
- Leather Care: $40
- Wax Application: $60
- Express Wash, Good Exterior: $6
- Express Wash, Best Exterior: $13
Contact Info:
- Address: 1101 Coit Road, Plano, TX, 75075
- Website: www.TradeMarkWash.com
- Phone: 972-362-4440
- Email: admin@trademarkwash.com
- Instagram: @TradeMarkCarWash
- Facebook: @TradeMarkCarWashPlano
- Twitter: @TradeMarkWash
- Yelp: https://www.yelp.com/biz/trademark-car-wash-plano-3?osq=car+wash
Image Credit:
Adam Bayacal
Getting in touch: VoyageDallas is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
