commercial From the Dependability People Volume 48 Number 2 People recognize the quality brand name (Maytag) and they appreciate the quality performance. Tom Lawson Owners Hazel and Tom Lawson
Lawson family is rockin n rollin in St. Joseph with new 5,500-sq.-ft. Maytag-equipped coin store 2
The Lawson family includes parents Tom and Hazel, three-year-old twins Nathan and Mandy and nine-year-old Summer, who brought home news of the opportunity to buy the store building on Frederick Avenue. The store features black and white ceramic floor tile, accented by bright red tables, chairs and other accessories. When 9-year-old Summer Lawson came home from her music lesson, she had news to tell her parents, Tom and Hazel Lawson. The music store where she was taking lessons was closing, so she d have to find a new teacher. Tom quizzed her a little further and learned the store on Frederick Ave., a main artery running east and west through the heart of St. Joseph, Mo. (pop. 69,700), was indeed going out of business. I immediately did some checking and contacted the owner of the building telling him I was interested in buying the store for a new self-service laundry, Lawson recalled. Three days later we had a deal, and I called Steve Grigsby of Jetz Laundry Service, the Maytag commercial distributor serving the area. I told Steve he d better get up here from Kansas City because I was going to need his help planning and designing a new store. I also was going to need a lot of Maytag commercial laundry equipment. Lawson took ownership of the building in early November 2005. Within less than three months, working with local contractors, he had converted the building to a 5,500-sq.-ft. Maytag-equipped self-serve laundry. The coin store opened on Jan. 28, 2006. One week after the opening, we knew we had a huge success on our hands, said Lawson. In fact, we were so busy from the start that we had to expand the store by adding another 80-lb. washer, one more 50-lb. washer and several more stack Maytag 30-lb. dryers. We had people waiting in line to use the big washers. Business has been so strong, we really haven t had time to plan a Grand Opening, said the store owner, with obvious satisfaction. The only advertis- 3
The store features a mix of single, double, triple and 80-lb. capacity washers, as well as 30-lb. stack Maytag dryers and two 75-lb. Maytag dryers for super large loads and items like large blankets and comforters. Inviting, red-vinyl booths are at the front of the store, offering customers a relaxing place to wait while their laundry is being done in the all-maytag coin store. ing he has done is to promote a special on drop-off comforters: wash, dry and fold one for $10, two for $18 and three for $25. These are excellent prices when you consider most drycleaners in this area will charge at least $25 to launder a comforter, he explained. The special on comforters brings in customers who typically don t use a coin store, so it helps us introduce the store to a broader range of potential customers. Attendants at the busy store are sometimes overwhelmed with the amount of drop-off laundry. A customer once brought in a single order of 30 loads. One Saturday morning, we had to bring in extra help to catch up. We did 100 loads of dropoff by noon, Lawson said. To introduce this drop-off business to the neighborhood, the store is offering specials at $3 a load, or 55 cents a pound. Lawson and his wife, Hazel, aren t novices in the coin-store business. They have owned laundries for more than 15 years. With this newest store, they now own four, all within the St. Joseph city limits. I and my two brothers own a heating and air conditioning business, so I know a lot about the mechanical side of the coin laundry business, he pointed out. I like coin stores because they don t require all of my time, and because I can handle a lot of the mechanical aspects with the technicians I employ in the HVAC business side. Things work together pretty well. Lawson and his HVAC staff designed the venting, air and heat systems in the Frederick store. Instead of using large, hot water boilers that also act as holding tanks, he installed four 50-gallon commercial water heaters in sequence. Now we 4
Owner Tom Lawson (back) relied on the experience and expertise of Steve Grigsby of Jetz Service, Inc., to help him in the planning and design of the new store. It was a pleasure to work with Tom because he was very open to suggestions, said Grigsby, who is the Maytag commercial laundry sales representative serving the area. only heat water as we need it, and we re operating very efficiently, he explained. Grigsby said that the mix of 5 Maytag commercial laundry equipment offers state-of-the-art energy savings, minimizing the need for hot water. This is having a positive effect on the laundry s utility bills, which, according to Lawson, are running at less than 20 percent of gross sales at the Frederick Avenue store. I can live with that level, he said. One week after the opening, we knew we had a huge success on our hands. Included in the equipment mix are three 80-lb. Maytag washers, priced at $6.75 ($7.25 with Super Cycle) and two companion 75-lb. capacity dryers priced at $1 for 8 minutes (25 cents for each additional 2 minutes); three 50-lb. Maytag washers at $5 ($5.50 with Super Cycle); eighteen 30-lb. Maytag washers at $3 ($3.50) with Super Cycle); nineteen 25-lb. Maytag front-load washers at $1.50 ($2 with Super Cycle); twenty-four top-load Maytag single-load washers at 75 cents ($1.25 with Super Cycle); and twenty-eight 30-lb. Maytag multi-load stack dryers at 25 cents for 7 minutes. Overall, Lawson said he s pleased with the selection of equipment. His only regret is that he didn t install more Maytag multi-load washers, 5
Two large 75-lb. Maytag dryers are in place to help handle the volume. The large dryers are priced at $1 for eight minutes, and 25 cents for each additional 2 minutes. 6 A video arcade room is located in the back of the store, separated from the coin laundry operations. This is a good profit center for us, said Tom Lawson. The fact that we thought it through and made certain the video arcade was in its own, out-ofthe-way location has proven to be a good idea. although he does have unused floor space to add them in the future. We put in 24 top-load washers because St. Joseph has traditionally been a top-load market, he said. But I can tell you now, more and more customers are using the multi-load washers. They can get their laundry done faster and with less cost. In the future, I ll be putting in more big-load machines. Daylight pours into the coin store from the large windows on both the north and west sides. There are double doors on the north side with a vestibule, and double doors on the west leading to the 20-space parking area. The décor immediately transports you back to the 1950s. The bright red, white and black décor has ceramic tile on the floors. Walls are accented by caféstyle red/white checked curtains. There s a rock n roll style juke box, 50s-style red vinyl booths at the front and side and a feeling that you ought to be able to order a hamburger, fries and Coke for 65 cents, while Elvis Presley music is blasting from the juke box. We wanted to create an atmosphere of fun and nostalgia, said Lawson. So many times when you go to a self-service laundry it s not a pleasant experience because of the surroundings. With our 50s décor, our customers tell us they ve never been in a place with a friendlier feel about it. We want customers to have a great experience here, so they ll tell their friends and neighbors. The fully attended store is open 7 days a week, from 6:30 a.m.
The owner said the Maytag multi-load washers are among the most popular in the coin store. Many of our customers gravitate to these machines because they offer a way to get their laundry done faster and at less cost. From an energy savings point of view, the large capacity machines use less water and energy, so this is a real plus for us in terms of keeping utility costs in line. to 9 p.m. Weekends and Mondays are the busiest days, but Lawson said business is generally steady throughout the week. The Maytag washers and dryers have been a big plus, he added. People recognize the quality brand name and they appreciate the quality performance. Amenities in the store are a big-screen TV monitor, beverage and snack machines, drop-off cleaning service (handled by one of Lawson s other stores) and even a tanning booth in a small room in the back of the store. There is also a separate video-game area, where young people can gather in a space that is away from the laundry customers. We ve had no problems with this because we thought it out carefully and put some distance between the two operations, he said. The neighborhood surrounding the coin store is lower-income on one side and middle-income on the other. We re appealing to a good cross section of people who have a high propensity to use a coin store on a regular basis and those who use us only occasionally, such as when they have large items like blankets and comforters to launder. The fact that we re so centrally located on one of St. Joseph s busiest streets is a big plus, too. While the Lawsons say they now have plenty to keep them busy, with four stores in operation, they may add even more locations in the future. This is a great business to be in if you have the right locations and the experience and resources to do it right, said Tom. I always have my eyes open to new opportunities. I m having a lot of fun in this business. The Maytag Mix: 24 19 18 3 3 28 2 Maytag Top-Load Washers at 75 a load ($1.25 with Super Cycle) 25-lb. Maytag Washers at $1.50 a load ($2.00 with Super Cycle) 30-lb. Maytag Washers at $3.00 a load ($3.50 with Super Cycle) 50-lb. Maytag Washers at $5.00 a load ($5.50 with Super Cycle) 80-lb. Maytag Washers at $6.75 a load ($7.25 with Super Cycle) 30-lb. Maytag multi-load stack dryers at 25 for 7 minutes of dry time 75-lb. Maytag dryers at $1.00 for 8 minutes of dry time (25 for each additional 2 minutes) 7
The Lowest-BTU Dryer On The Market Maytag Commercial Energy Advantage Multi-Load Stack Dryer Saves up to 23% in energy and utility costs* If you re planning to build a new store or change out older, less efficient equipment, take a close look at Maytag s new 30-lb. Stack Dryer/Dryer. These workhorse dryers have been field tested for reliable, dependable performance. The key benefits include: Lowest-BTU commercial dryer on the market saves up to 23% in energy and utility costs* with improved insulation for greater efficiency. (*Based on comparison between Maytag Model MLG33 vs. Maytag MLG32). Single Computer Trac control with single coin-drop for both units Easy to program, saves time. Fits two dryer pockets in the same floor space as one conventional multi-load dryer. Front-serviceable Almost every functional part is serviceable from the front of the dryer unit. Best warranty in the business Five years on all parts. To learn more, contact your area Maytag Commercial Distributor, or visit www.maytagcommerciallaundry.com. UPDATED CONTROLS Includes Maytag Accu Trac audit system that uses a PDA to communicate with the microprocessor controls so you can set up, monitor and audit your equipment. 8 Model MLG33PD Available in White or Stainless Steel Exterior Finish
Energy Saving Solutions You Can Depend On. Maytag offers more energy-saving solutions than any other brand! With rising utility costs and increased energy efficiency requirements, it s getting harder to do business profitably. But Maytag has an exciting solution: the Maytag Commercial Energy Advantage lineup of products. Upgrading your equipment can make all the difference here s why: Tests show new Maytag high-efficiency models lower water and energy costs up to 50%.* All models are available with coin-drop, coin-slide or debit-card payment formats to fit your needs. All offer the best warranty in the business with five-year limited coverage on all parts. Keep in mind that Maytag built the first appliance ever to receive the ENERGY STAR label. Today Maytag offers more high-efficiency laundry appliances than any other brand from energy-efficient dryers to highly efficient ENERGY STAR -qualified washers to help you save money and build profits. For complete details visit with your Maytag Commercial Distributor or visit the Maytag Commercial Laundry website at www.maytagcommerciallaundry.com. *Maytag Commercial front-load washer compared to commercial top-load washers. 9
Maytag s Exclusive TurboWash System The Inside Story The new lineup of Maytag Rigid-Mount Front-Load Washers offers energy efficiency and reduced water usage thanks to the exclusive TurboWash system. This system is available in a variety of capacities, allowing coin laundry operations to use up to 44 percent less water. The TurboWash system combines Maytag s exclusive new spray baffles and programmed tumble patterns to provide the optimum balance of cleaning power and water conservation. The baffles deliver the water directly where it s needed for maximum saturation with less water, while the computer-controlled TurboWash tumble patterns continuously turn laundry through the wash cycle for better cleaning results. In addition to better cleaning results, operators will also appreciate the financial benefit to their bottom line. Maytag Commercial Rigid-Mount Front-Load Washers with the new TurboWash system offer dramatic decreases in water usage, which in turn reduces costs for hot-water heating, sewer and electrical utilities. Built like battleships, Maytag Commercial Rigid- Mount Front-Load Washers are among the heaviest on the market with all-304 stainless steel tops, fronts and sides. In addition, washer/extractors featuring the industry-exclusive TurboWash system are built with the same commitment to quality and durability that customers depend on from Maytag. To learn how the exclusive Maytag TurboWash system can help reduce water and energy usage in your operation, contact your area Maytag Commmercial Laundry Distributor. To find the distributor in your area, visit www.maytagcommerciallaundry.com. 10
$ 300 REBATE $ 250 REBATE $ 200 REBATE $ 150 REBATE $ 100 REBATE Maytag Energy Advantage Factory Rebates Up To $ 300! MFR80PDCTS $300 MFR60PDCTS $250 MFR50PDCTS $200 MFR40PDCTS $150 MFR30PDCTS $150 MFR25PDCWS $100 MDG76PCBWS $200 MDG76PCBWW $200 MLG33PDAWS $150 MLG33PDAWW $150 MDG51PDAWW $150 MDG31PDAWS $100 MDG31PDAWW $100 MDG30PCCWW $100 MDG30PCCWQ $100 Subject to product availability. This offer is not valid with any other offer. For Canadian rebates, contact your Maytag Commercial Laundry Distributor. 11
Maytag Commercial Products 403 W. 4th St. N. Newton, Iowa 50208 CHANGE SERVICE REQUESTED PRSRT STD U.S. POSTAGE PAID NEWTON, IA PERMIT NO. 1 Maytag Offers More Energy-Saving Solutions Than Any Other Brand! See details, page 9. Big-Load Maytag Washers Spell Big Success For St. Joseph, Mo. Coin Store! See story, page 1. Maytag Energy Advantage Factory Rebates Up To $ 300! See details, page 11. commercial Published four times a year by Maytag for owners of Maytag commercial laundry equipment in the United States, Canada and foreign countries. For further information or address changes, write Commercial Publications, Maytag, 403 W. 4th St. N., Newton, Iowa 50208. Copyright 2006 Printed in U.S.A.