The choice of having your car washed in Santa Cruz County has changed over the last ten years with less choices available to the public. The Cabrillo Voice discussed the matter with two local full service car wash operators to create an informed understanding. The consensus opinion is the car wash business will look very different in the next ten to twenty years.
Ash Ashish of Scotts Valley Car Wash started in business with his first car wash in Cupertino in 1884 and continued to acquire and operate several locations with Scotts Valley being his most recent starting in 2002. Ashish cites the escalating cost of doing business as the reason for the decline in competition, adding that his continued success is attributed to a favorable lease and a water recycling method rather than purchasing water to operate.
Employees are the backbone of small businesses and Ashish enjoys the benefit of many long-term employees who are paid a market value wage and remain dependent on gracious customers for tips and gratuities. In addition, the car wash enjoys mostly repeat and loyal customers, not having to rely on coupons and loyalty card purchases. Most important to Ashish’s success is his ever-presence at the car wash, greeting customers, directing staff in the personal “hand washing” manner, and blessing the finished shining product.
KJ Singh of Whalers Car Wash in Santa Cruz has been serving the county since the early 2000s and is committed to the future of the business, having purchased the real estate and well as the business.
“This business is my retirement and my children’s future business if they are interested”, said Singh.
Singh’s view of his future business is that greater use of Uber and Lyft coupled with the rising costs of personal car ownership may lead to fewer cars on the road and fewer cars to wash in the approaching ten years.
Beyond the full-service car washes in Santa Cruz County, customers are fortunate to have six self-serve locations with a seventh re-opening in Capitola earlier this month. For the do-it-yourself patron, you can wash your car with an average cost of $3 for 3 minutes, while using the self-serve vacuum service for $1.50 for 4 minutes.
