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CONTENTS 

Detail Doctor . ............ 6 

What A Detailer Should Know 

About Bacteria & Germs 

OSHA News . ............. 9 

Strictly Business 

Business of Detailing . ... 12 

Professionalism in the 

Detailing Industry 

Elbow Grease ........... 14 

The Season of ick 

Innovations . ............ 18 

Industry Dirt . ........... 19 

Cover Story . ............ 24 

The Color of Money 

The IDA Is Taking 

You to School . .......... 30 

Letter from 

the Editor 

One More Thing ... 

It is no secret that there is a special place in my heart for Mobile Tech Expo. It was my first-ever 

event after accepting the position as editor of Auto Detailing News. Shy and awkward, I walked 

into my first MTE in the winter of 2016 knowing only a few people in attendance. But, three days 

later I left with a rolodex full of esteemed detailing professionals and friends. The recent Mobile 

Tech in Orlando was no different. Friendly faces were ubiquitous, and it was like a gathering of 

family members at Thanksgiving. No more nervousness, now I walk into the MTE showroom 

knowing kindness, inclusion and acceptance is abundant. Along with notes of camaraderie, 

laughter and updates, some tears were also shed this year. The International Detailing Association 

held its first-ever Hall of Fame induction ceremony and I was able to sit next to a dear friend, and 

inductee Bud Abraham. The last time I saw Bud was at the aforementioned 2016 Mobile Tech 

Expo where he graciously took me under his wing and introduced me to those in the industry. 

When it was time to head home, we shared a ride to the airport and upon saying goodbye, Bud 

indicated it was probably his last tradeshow and unless I was willing to vacation in Portland, 

Oregon, was likely the last time I would see him in person. It made me sad as he was someone I 

would see at least yearly. But, then, as this year’s Mobile Tech Expo came to fruition, I found out I 

would get to see Bud again. Not only did we spend time together on the showroom floor, but I was 

also able to sit next to him as he accepted his place in the Hall of Fame, along with four notable 

and beloved others, which, to put it mildly, was a site to behold. The names Renny Doyle, Barry 

Meguiar, Ed Terwilliger and William R. Phillips (who was posthumously honored and represented 

by his sons) was a vision of Mount Rushmore-like magnificence. I love this industry. The people 

in it make me smile. Along with he notable men on stage and my dear friend Bud, there was a lot 

of pride amongst the crowd. People cheering on each other and enthusiastic applause. It was a 

wonderful three-day event and I am already looking forward to next year’s. 

Vol. 5, No. 1, SPRING 2020 

Publisher: Jackson Vahaly 

Editor: Debra Gorgos 

Design: Katy Barrett-Alley 

Auto Detailing News is published 4 times per year 

and is independently owned by Jackson Vahaly. 

Web address is www.autodetailingnews.com 

All inquiries should be directed to: 

Auto Detailing News 

110 Childs Ln. Franklin, TN 37067 

jacksonv@autodetailingnews.com 

Copyright © 2020 

2 Dollar Enterprises/Auto Detailing News 

All Rights Reserved. 

VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 3

Letter from the Editor 

In other news, my family and I recently 

a former governmentagent and also a 

traveled to Mexico for winter break. 

humanitarian, now spending his time 

And, while I would love to expound on 

volunteering at local schools. His tennis 

the food, the scenery and music, I instead 

skills are nothing to shake a racquet at 

need to use this space to revel in the fact 

either. He teaches tennis and also has a 

that I got to meet and hang out with 

wealth of knowledge regarding the sport. 

an esteemed member of the detailing 

On the first full day of our trip, Alan 

community. Before we embarked over to 

reached out and said he would love to 

America’s Southern neighbor, Bud told 

show my family and I around the area 

me about his friend, Alan Read, who was 

he now calls ‘home.’ Later that day, Alan 

65-pound son on his shoulders. 

content. From the cover story on paint 

living down there. He would love to meet 

took us on a walk, first to some Mayan 

Is there anything this man cannot do? 

correction, to protecting detailers from 

up with you and your family, Bud said. 

ruins, then to the beach and then took 

Some people are just magical. They have 

pandemic-toxicity, to excellent columns 

Now, to put it modestly, Alan is quite the 

us to a local eatery where we had the 

an unassuming, welcoming aura. Such 

from Rob Schruefer and Bud, it is a 

prodigy. As Bud said, Alan, who was for 

most delicious Mexican food. We talked 

people are not in any way panged with 

wealth of knowledge and a guidebook for 

many years the National Sales Manager 

detailing, his years with the PDA, and his 

hidden agendas or prejudices. Alan is 

success. And, we couldn’t do it without 

for Auto Magic, which was one of the 

years spent serving our country. A few 

one of those people. Once again, Bud, 

all of you, our faithful readers. 

leading detail chemical companies in the 

days later, we met up and at this point, we 

I owe you. You not only have helped 

Thank you so much and see you in 

industry, was a founding member of the 

were all pretty exhausted. But, not Alan. 

with this magazine, as well as my career, 

the Spring! 

Professional Detailing Association and 

Despite a bad back, an earlier tennis 

but you introduced me to a man I now 

Until next time, 

on the first Board of Directors. He was 

lesson, hot sticky weather, and miles 

consider a lifelong friend. 

also the second president of the PDA. 

upon miles of on-foot travel (he ditched 

And, one more thing before I go: 

Not only that, but Read is a veteran, 

his vehicle years ago) he even carried my 

This issue is packed full of exceptional 

4 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020

DETAIL DOCTOR 

What A Detailer 

Should Know About 

Bacteria & Germs 

Bud Abraham is Founder and President Emeritus of DETAIL PLUS Car Appearance Systems, with more than 40 years of 

experience in the car care industry as a manufacturer, operator, distributor and consultant. He writes articles and gives 

seminars on the subject of auto detailing throughout the automotive industry. He can be reached at buda@detailplus.com. 

By Bud Abraham 

buda@detailplus.com 

Have you ever thought about the 

bacteria & germs in motor vehicles? If 

you haven’t then you really need to read 

this article for these reasons: 

1. It can keep you, your employees and 

your customers safe. 

2. It can make you more money by 

educating your customers on the need 

for regular interior cleaning as well as a 

new service called: Interior disinfecting. 

3. The coronavirus 

When you talk about bacteria and 

germs in vehicle interiors most detailers 

will think of “biohazard cleaning,” if at 

all. Biohazard cleaning is done on interiors 

where someone has died in a vehicle 

or was shot and bodily fluids are all over 

the interior. This type of cleaning is an 

entirely different “breed” of cleaning than 

normal interior detailing and requires special 

training and special safety equipment. 

That will be the subject of a future article. 

This article will report on a comprehensive 

study by Dr. Charles P. Gerba 

& Sheri L. Maxwell to determine the 

amount of bacteria and molds that build 

up in automobile interiors. There were 

several variables taken into account in 

conducting the study: 

✔ Geographic area of the country 

✔ Different areas of the vehicle 

interior 

✔ Type of vehicle 

✔ Whether there were children in the 

vehicle 

✔ Married or single drivers 

✔ Male or female drivers 

✔ The authors were kind enough to 

grant permission to allow me to 

use the results of the study for this 

article. 

You would be hard-pressed to find a 

study that is more comprehensive and 

scientific in its scope on vehicle interiors 

anywhere in the world. 

For the study, 100 vehicles were involved, 

conducted in the states of Illinois, 

Arizona, Florida, California, and 

Washington, D.C. which provided a 

good cross-section of climatic conditions 

across the country. 

Eleven different areas of the vehicles 

interior were tested. 

Each area of the interior was sampled 

with sterile swabs and then immediately 

sent overnight, packed in ice, by overnight 

courier to the University of Arizona 

to be processed. On each of the 11 sites a 

4-square-inch area was sampled. 

The interior areas tested included the: 

✔ Steering Wheel 

✔ Radio Knobs 

✔ Dashboard 

✔ Door Handles 

✔ Seats 

✔ Children’s Car Seat 

✔ Change Holder 

✔ Window Opener 

✔ Cup Holder 

✔ Seat Belt 

✔ Food Spills 

THE RESULTS: 

So, what driver (male or female) in 

which part of the country has the most 

germs and bacteria? 

Watch out men, the results of the test 

revealed that a married female in Florida 

has an automobile with the most bacteria 

and germs. 

The cleanest automobile? One that 

is driven by a single male who resides in 

Arizona. 

And it appears that married individuals 

and females have automobile interiors 

with the most bacteria/germs. 

Single individuals and males had the 

cleanest automobiles. 

Of all the cities tested, Tampa, Florida, 

had vehicles with the most bacteria/germs. 

And, Tucson, Arizona, has the lowest 

bacterial numbers. 

For example, people in Tampa had 10 

times more bacteria in their automobile 

interiors than those in Tucson, Arizona. 

These results are obvious as Tampa has 

a hot, humid climate conducive to bacterial 

growth, whereas Tucson has a very hot, 

dry climate that tends to kill bacteria. 

DIRTIEST SITES 

IN THE INTERIOR 

As mentioned, several areas of the 

interior were tested to determine which 

area had the most bacteria/germs. 

The radio knob had the least amount 

of bacteria/germs. 

Food spills, on the other hand, had 

the highest number of bacteria, as would 

be expected. Great point to make 

with customers; that food spills do, 

in fact, grow bacteria and should be 

removed immediately to prevent 

bacteria from growing. 

What is interesting is that the dashboard 

had the second highest number of 

bacteria, next to food spills. The reason: 

The movement of air over the dashboard. 

Air is drawn in from the dashboard 

and bacteria may be affecting the 

dashboard as the air is drawn into the air 

circulation system. 

Another possibility is that this is the 

warmest spot in the automobile, in most 

cases with direct sunlight shining on the 

dashboard most of the day. 

Overall bacteria numbers ranged 

from 10 to 8.0 x 105 CFU/4 sq. inch. 

The dashboard food spills, for example, 

had 10 times more bacteria than the radio 

knob or the seat belt. 

Editor’s Note: While we here at Auto Detailing News admire and appreciate Bud Abraham, please note that his opinions expressed in his Detail Doctor columns do not necessarily reflect 

the opinions of Auto Detailing News. If you have a strong opinion about Bud’s article, feel free to write a Letter to the Editor and send it to Debra Gorgos at debrag@autodetailingnews.com. 


TYPES OF VEHICLES 

More bacteria was found in vans 

and SUVs than in passenger cars, which 

probably reflects the greater number of 

people that ride in the larger vehicles, 

as well as the occurrence of children in 

these types of vehicles. 

As would be expected, greater numbers 

of bacteria were found in those 

automobiles that carried children on a 

regular basis. 

The bacteria, **S. aureus was found on 

the steering wheel more frequently than on 

any other area in the vehicle. This is logical 

since the steering wheel is in contact with 

the hands more than any other area. 

It was also determined the percentage 

of automobiles in which both **S. 

aureus and MRSA were found. MRSA 

was isolated from a car seat and steering 

wheel. MRSA was found in 2% of the 

vehicles tested. 

**Staphylococcus aureus, the “golden cluster 

seed” or “golden staph” is the most common 

cause of staph infections. It is found in the nose 

and skin of humans and can cause illnesses from 

minor skin infections (such as pimples), impetigo, 

boils and abscesses, to life-threatening disease 

such as pneumonia, meningitis, and toxic shock 

syndrome (TSS) to name a few. 

Methicillin-resistant Staphylococcus aureus 

is a bacterium responsible for difficult to treat infections 

in humans. It is also referred to as multidrug-resistant 

Staphylococcus aureus. It is resistant 

to large groups of antibiotics called beta-lactams, 

which include penicillin and the cephalosporins. 

MOLDS 

The following is a list of molds that 

were identified in the automobiles tested 

and the number of times they were isolated. 

Members of the genus **Aspergillus 

were the most common molds identified. 

Genus of Molds Found 

in Vehicle Interiors 

Aspergillus 37 

Ulocladium 5 

Alternaria 5 

Penicillium 4 

Geotrichum 2 

Chrysosporium 2 

Trichoderma 1 

Aureobasidium 1 

Geomyces 1 

Chrysonilia 1 

Number of 

Times ID 

The isolation of molds was the highest 

in Chicago and the lowest in Florida. For 

example, the occurrence of molds was 15 

times higher in Chicago than in Tampa. 

The occurrence of molds in vehicle 

interiors was found to be directly related 

to each city’s mean temperature in which 

the vehicles were located. 

The lower the city’s mean temperature 

the greater the number of molds in 

the vehicle interior. 

The number of mold bacteria was 

found also to be related to the mean average 

monthly rainfall in the city. This is 

probably a reflection of the longer survival 

of mold bacteria in moist environments. 

A greater number of mold bacteria 

also appeared to be related to warmer 

temperatures since the greatest number 

of mold bacteria were isolated in vehicles 

from Florida, which had the warmest 

temperature of all the cities studied. 

**Aspergillus is a genus of around 200 molds 

found in nature throughout the world. 

CONCLUSIONS 

The conclusions are very interesting 

and can provide the detailer with a 

great deal of valuable information they 

can use to market their services, protect 

themselves, their employees, and more 

importantly their customers. 

USE THIS INFORMATION WISELY. 

1. Married people have more bacteria 

in their vehicles than single people. 

2. Females have more bacteria in 

their vehicles than males. 

3. Vehicles with children have more 

bacteria than vehicles without 

children. 

4. Cities with the most bacteria in 

vehicles from cleanest to dirtiest: 

1. Tucson 

2. Oakland/Pleasanton 

3. Chicago 

4. Washington, D.C. 

5. Tampa 

5. Individual sites in the vehicle in 

order of numbers of bacteria: 

1. Radio knob 

2. Seat belt 

3. Window opener 

4. Steering wheel 

5. Car seat 

6. Changer holder 

7. Seat 

8. Cup holder 

9. Dashboard 

10. Food spills 

6. Vehicle type in order of number 

of bacteria isolated: 

1. Van 

2. SUV 

3. Car 

7. Sites where S. aureus was found 

from the least amount to the most: 

✔ Seat 

✔ Change holder 

✔ Door handle 

✔ Food spills 

✔ Radio knobs 

✔ Car seat 

✔ Window opener 

✔ Dashboard 

✔ Cup holder 

✔ Seat belt 

✔ Steering wheel 

8. MRSA was isolated in 2% 

of the automobiles 

9. Areas with the most mold from 

the least to the most: 

✔ Seat belt 

✔ Window opener 

✔ Door handle 

✔ Radio knob 

✔ Car seat 

✔ Seat 

✔ Steering wheel 

✔ Dashboard 

✔ Change holder 

✔ Food spills 

✔ Cup holder 

10. The greater the mean temperature 

of a city the greater the number of 

molds isolated in the vehicles. 

11. Florida had the highest overall 

numbers of bacteria while Arizona 

the lowest. Florida also had the 

highest annual rainfall and mean 

annual average temperature. Thus, 

bacterial numbers are probably 

related to a combination of high 

humidity and temperatures. 

12. Aspergillus species were the most 

common fungi isolated in vehicles. 

13. Good luck and I hope you make some 

money fighting bacteria and germs. 

WHAT THIS ALL MEANS TO THE DETAILER? 

Being aware of the amount of bacteria/germs 

in the vehicle interior gives 

the astute detailer business owner a 

chance to provide a reason (need) for 

regular interior cleaning and/or due to 

the coronavirus outbreak, a simple wipe 

down of the interior with a disinfectant 

chemical similar to that used in restaurants 

to wipe off tables. (You can find a 

number of such chemicals from a janitorial 

supplies distributor in your area). If 

I were in the business today I would be 

marketing an disinfectant wipe-down of 

interiors to eliminate the coronavirus in 

the vehicle interior, especially mini-vans 

that carry children. 

While you may not have to “detail” an 

interior all the time it is clear that a vehicle 

interior needs to be disinfected on 

a regular basis. To do this you can purchase, 

as mentioned above, a suitable 

disinfectant from a janitorial supply company 

that kills bacteria and mold on contact. 

So all you do is have the customer 

come in for a quick interior disinfectant. 

Just spray the disinfectant on a towel 

and wipe all of the hard surfaces down. 

Then spray on carpets, fabric seats, 

headliners and door panels. In just a few 

minutes you have provided a real needed 

service that the customer is aware they 

need, but not aware you offer it. Send 

out an email to your existing customer 

list with the subject line: We offer this 

anti-coronavirus service, etc. This can be 

an easy sell to health-minded people and 

especially those with children. 


OSHA 

NEWS 

Strictly Business 

Announcing new rules, regulations & business opportunities from OSHA, the SBA & the DOL 

OSHA inspections on the rise 

The U.S. Department of Labor’s Occupational 

Safety and Health Administration’s 

(OSHA) fiscal year (FY) 2019 

final statistics show a significant increase 

in the number of inspections and a record 

amount of compliance assistance 

to further the mission of ensuring that 

employers provide workplaces free of 

hazards. 

According to an official statement, 

OSHA’s enforcement activities reflect the 

Department’s continued focus on worker 

safety. Federal OSHA conducted 33,401 

inspections—more inspections than the 

previous three years –addressing violations 

related to trenching, falls, chemical 

exposure, silica and other hazards. 

In FY19, OSHA provided a record 

1,392,611 workers with training on safety 

and health requirements through the 

Agency’s various education programs, 

including the OSHA Training Institute 

Education Centers, Outreach Training 

Program and Susan Harwood Training 

Grant Program. OSHA’s compliance 

assistance programs have helped small 

businesses address safety and health 

hazards in their workplaces. In FY19, 

OSHA’s no-cost On-Site Consultation 

Program identified 137,885 workplace 

hazards and protected 3.2 million workers 

from potential harm. 

“OSHA’s efforts – rulemaking, enforcement, 

compliance assistance and 

training – are tools to accomplish our 

mission of safety and health for every 

worker,” Principal Deputy Assistant Secretary 

of Labor for Occupational Safety 

and Health Loren Sweatt said in a statement. 

“I am proud of the diligent, hard 

work of all OSHA personnel who contributed 

to a memorable year of protecting 

our nation’s workers.” 

Under the Occupational Safety and 

Health Act of 1970, employers are responsible 

for providing safe and healthful 

workplaces for their employees. OSHA’s 

role is to help ensure these conditions 

for America’s working men and women 

by setting and enforcing standards, and 

providing training, education and assistance. 

For more information, visit www. 

osha.gov. 

What is the 

evaluation/selection criteria? 

In evaluating the nomination packages, 

the judges will look at the following criteria: 

Staying power — a substantiated history 

as an established business; including 

but not limited to expansion, exporting, 

addition of territories, or growth 

in square footage occupied. 

Growth in number of employees — 

Increases over the three years must be 

in excess of growth in Gross Domestic 

Product as determined by the Bureau 

of Economic Analysis (www.bea.gov). 

Increase in sales, net profit, and net 

worth for the three prior calendar 

years, that is, 2016, 2017 and 2018. 

Response to adversity — examples of 

problems faced in the nominee’s business 

and the methods used to solve 

them. 

Contributions to community-oriented 

projects — evidence of the use of 

his/her personal time and resources 

towards community-oriented projects. 

To learn more about Small Business Week, 

or to submit a nomination, visit sba.gov. 

Penalty levels go up due to inflation 

Below are the maximum penalty amounts, with the annual adjustment 

for inflation, that may be assessed after Jan. 15 . 

■ Type of Violation 

Serious 

Other-Than-Serious Posting Requirements 

Failure to Abate 

Willful or Repeated 

State Plan States 

States that operate their own Occupational 

Safety and Health Plans are 

required to adopt maximum penalty 

levels that are at least as effective as 

Federal OSHA’s. 

■ Penalty 

$13,494 per violation 

$13,494 per day beyond the abatement date 

$134,937 per violation 

OSHA also has compliance assistance 

specialists in most of their 85 Area Offices 

across the nation who provide robust 

outreach and education programs 

for employers and workers. 

SBA modifies method for calculating 

annual revenues for small businesses 

The U.S. Small Business Administration 

(SBA) published in the Federal 

Register a final rule to modify its method 

for calculating annual revenues used 

to prescribe size standards for small 

businesses. The final rule became effective 

January 6 . 

The SBA changed its regulations on 

the calculation of annual revenues from a 

three-year averaging period to a five-year 

averaging period, outside of the SBA 

Business Loan and Disaster Loan Programs, 

according to an official statement. 

The change in the averaging period for 

calculating annual average revenues 

from three years to five years may result 

in firms regaining or retaining their small 

business status. To assist small businesses 

with this change, the SBA is providing 

a two-year transition period while firms 

subject to the change may choose either a 

three-year averaging period or a five-year 

averaging period. 

This final rule implements the Small 

Business Runway Extension Act of 2018, 

Public Law No.115-324, which changed 

the requirements for proposed size standards 

prescribed by an agency without 

separate statutory authority to issue size 

standards. The intent of the law was to 

allow small business government contractors 

more time to prepare for the 

transition to the full and open market after 

they exceed the size standard. 

While the law changed the averaging 

period for calculating annual revenues 

of businesses in services industries from 

three years to five years, the law did not 

address the averaging period for calculating 

the size of other businesses. To promote 

consistency, the SBA is adopting a 

five-year averaging period for all of the 

SBA’s and other agencies’ revenue-based 

size standards, regardless of whether the 

industry is for services. 

As noted above, this change will not 

apply to the SBA Business Loan and Disaster 

Loan Programs. The SBA will seek 

comment, through a separate rulemaking, 

on the appropriate averaging period 

for the SBA Business Loan and Disaster 

Loan Programs. 


OSHA NEWS 

DOL sends out New Wage 

and Hour opinion letters 

The U.S. Department of Labor (DOL) 

announced three new opinion letters that 

address compliance issues related to the 

Fair Labor Standards Act (FLSA) and the 

Family and Medical Leave Act (FMLA), 

according to a press release. An opinion 

letter is an official, written opinion by the 

department’s Wage and Hour Division 

(WHD) on how a particular law applies 

in specific circumstances presented by the 

person or entity that requested the letter. 

The opinion letters issued today are: 

FLSA2020-1: Addressing 

calculating overtime pay for a nondiscretionary 

lump sum bonus paid 

at the end of a multi-week training 

period. 

FMLA2020-1-A: Addressing 

whether a combined general health 

district must count the employees 

of the county in which the health 

district is located for the purpose of 

determining FMLA eligibility for its 

employees. 

FLSA2020-2: Addressing whether 

per-project payments satisfy the 

salary basis test for exemption. 

The public can search for existing 

opinion letters by keyword, year, topic and 

a variety of other filters on the department’s 

website found at https://www.dol. 

gov. The department also encourages the 

public to submit requests for opinion letters 

to WHD to obtain an opinion or to determine 

whether existing guidance already 

addresses their questions. The division exercises 

its discretion in determining whether 

and how it will respond to each request. 

These are the 51st, 52nd and 53rd 

opinion letters issued by WHD since January 

20, 2017 states the press release. 

WHD’s mission is to promote and 

achieve compliance with labor standards 

to protect and enhance the welfare of the 

nation’s workforce. WHD enforces Federal 

minimum wage, overtime pay, recordkeeping 

and child labor requirements of 

the FLSA. WHD also enforces the Migrant 

and Seasonal Agricultural Worker 

Protection Act, the Employee Polygraph 

Protection Act, the FMLA, wage garnishment 

provisions of the Consumer Credit 

Protection Act, and a number of employment 

standards and worker protections as 

provided in several immigration related 

statutes. Additionally, WHD administers 

and enforces the prevailing wage requirements 

of the Davis Bacon Act and the Service 

Contract Act and other statutes applicable 

to federal contracts for construction 

and for the provision of goods and services. 

Who is eligible to be nominated 

for this award? 

Nominees for this award must meet 

both of the following eligibility requirements. 

Consult your nearest SBA 

district office if you have questions. 1) 

Any legal resident of the United States 

or its Territories who owns and operates 

or who bears principal responsibility 

for operating a small business for a 

minimum of three years prior to being 

nominated may be nominated. Partners 

who jointly own and operate a small 

business may be nominated as a “team” 

so long as the number of individuals in 

the team nomination does not exceed 

four (4); and 2) Individuals who have 

received at least one type of SBA assistance 

such as, but not limited to, an 

SBA loan, SCORE counseling, Small 

Business Development Center (SBDC) 

assistance, Veteran’s Business Outreach 

Center (VBOC) assistance, Women’s 

Business Center (WBC) assistance, government 

contracting assistance, disaster 

assistance, Emerging Leaders Initiative, 

or Boots to Business training. 

Small Business Person of the Year Award 

Nominees from each of the 50 states, 

the District of Columbia, Puerto Rico, the 

U.S. Virgin Islands and Guam will compete 

for the title of the National Small Business 

Person of the Year, SBA’s signature award. 

Nominees must demonstrate success in 

business as well as contributions to their local 

communities. Previous award winners 

include Superstition Meadery, Landmark 

Pest Management, Maui Brewing Company, 

Equator Coffee & Teas, Pacifica, and 

Missouri Star Quilt Company. 

National Small Business Week starts May 3 

Final rule makes it easier 

to offer ‘perks’ to workers 

In other DOL news, the agency announced 

a final rule that will allow employers 

to more easily offer perks and benefits 

to their employees. 

The rule released in December 2019 

marks the first significant update to the 

regulations governing regular rate requirements 

under the Fair Labor Standards 

Act (FLSA) in over 50 years. Those 

requirements define what forms of payment 

employers include and exclude in 

the FLSA’s “time and one-half ” calculation 

when determining overtime rates. 

The previous regulatory landscape left 

employers uncertain about the role that 

perks and benefits play when calculating 

the regular rate of pay, states the DOL. 

The new rule clarifies which perks and 

benefits must be included in the regular 

rate of pay, as well as which perks and 

benefits an employer may provide without 

including them in the regular rate of pay. 

“This final rule encourages employers 

to invest in the American workforce, 

to the benefit of their employees,” U.S. 

Labor Secretary Eugene Scalia said in the 

press release. “In a robust economy with a 

million more open jobs than job seekers, 

we must allow employers to offer perks 

and benefits that will attract talent for 

open jobs and compensate employees for 

their hard work. This rule is an important 

step in that direction.” 

“The regular rate final rule provides 

clarity that allows employers to provide 

more benefits to their employees without 

unknown overtime consequences or litigation,” 

said Cheryl M. Stanton, Administrator 

for the Department’s Wage and Hour 

Division. “Allowing employers to offer more 

perks at work provides a positive path forward 

for employers and employees alike.” 

Specifically, the final rule clarifies that 

employers may offer the following perks 

and benefits to employees without risk of 

additional overtime liability: 

For more than 50 years, the President 

of the United States has issued a proclamation 

announcing National Small Business 

Week, which recognizes the critical 

contributions of America’s entrepreneurs 

and small business owners. This year, the 

week will take place from May 3 - May 9 . 

According to the Small Business 

Association (SBA), As part of National 

Small Business Week, the U.S. Small 

Business Administration takes the opportunity 

to highlight the impact of outstanding 

entrepreneurs, small business 

owners, and others from all 50 states 

and U.S. territories. Every day, they’re 

working to grow small businesses, create 

21st century jobs, drive innovation, 

and increase America’s global competitiveness. 

More than half of Americans 

either own or work for a small business, 

and they create about two out of every 

three new jobs in the U.S. each year. 

The cost of providing certain parking 

benefits, wellness programs, onsite specialist 

treatment, gym access and fitness 

classes, employee discounts on retail 

goods and services, certain tuition benefits 

(whether paid to an employee, an 

education provider, or a student-loan 

program), and adoption assistance; 

Payments for unused paid leave, including 

paid sick leave or paid time off; 

Payments of certain penalties required 

under state and local scheduling laws; 

Reimbursed expenses including cellphone 

plans, credentialing exam fees, 

organization membership dues, and 

travel, even if not incurred “solely” for 

the employer’s benefit; and clarifies that 

reimbursements that do not exceed the 

maximum travel reimbursement under 

the Federal Travel Regulation System 

or the optional IRS substantiation 

amounts for travel expenses are per se 

“reasonable payments”; 

Certain sign-on bonuses and certain 

longevity bonuses; 

The cost of office coffee and snacks to 

employees as gifts; 

Discretionary bonuses, by clarifying that 

the label given a bonus does not determine 

whether it is discretionary and providing 

additional examples and; 

Contributions to benefit plans for accident, 

unemployment, legal services, 

or other events that could cause future 

financial hardship or expense. 

The final rule also includes additional 

clarification about other forms of compensation, 

including payment for meal periods 

and “call back” pay. It can be viewed here 

and will take effect 30 days after its publication 

in the Federal Register. 

More information about the final rule, 

including FAQs and a Fact Sheet, is available 

on the DOL website. 


THE BUSINESS OF 

DETAILING 

Professionalism 

in the Detailing 

Industry 

If you follow these four simple steps, 

you will find that you will be successful, 

not only in business, but also in life. 

By Rob Schruefer 

rob@onspotdetailing.com 

Rob Schruefer is the owner of On The 

Spot Detailing out of Columbia, Maryland. 

He proudly serves on the board of the 

International Detailing Association and works 

tirelessly to ensure that detailing business 

owners receive business development support 

to help them achieve their goals. 

For many years the detailing industry 

has struggled with fragmentation and 

in-fighting. There are different schools 

of thoughts on techniques and products, 

which produce endless amounts of debate 

and turbulence. Just a few years ago, 

if you went onto any public forum, you 

would think that all detailers do is spend 

their time putting each other down. Not 

only does this look terrible on the detailers 

themselves, but the industry. Of 

course, there are always exceptions, but 

it was difficult to see any type of professionalism 

or community in the industry. 

Over the past few years, I have seen 

the detailing community begin to focus 

on creating a united front. Organizations 

such as the International Detailing 

Association (IDA) have been attempting 

to bring the detailing industry together 

and legitimize our trade as a whole. No 

two detailing businesses are exactly alike; 

they can focus on high-end polishing or 

car washes, retail or wholesale. What all 

detailing companies do need to have in 

common is a certain level of professionalism 

the clients can count on and learn 

to expect. Large and small operations 

will benefit from the following four parts 

of business: Look the part, act the part, 

know the part, and be a part. 

Look the Part 

The first step to being a true professional 

is looking the part. First impressions 

are everything, and if you expect 

clients to hand over the keys to their vehicles, 

or allow you to come to their homes, 

it is essential that you appear trustworthy 

enough to do so. Detailing is a blue-collar 

industry and we spend most of our time 

bent over in someone else’s dirty vehicle. 

The client would not expect you to arrive 

in a suit and tie, but they will expect you 

to appear well-kept and clean. Personal 

appearance is a key component in any 

customer service driven industry. Quite 

often you see this simple step not being 

taken into consideration. Bathing, trimming/cleaning 

fingernails, keeping facial 

hair neat, removing extreme amounts of 

facial jewelry, and maintaining your hair 

are all things that could mean the difference 

in whether or not a customer uses 

you or the guy down the street. 

How the business represents itself is 

just as important as how you represent 

it. If you are a mobile detailing company, 

you want to make sure that your detailing 

rig (car, truck, van, trailer) all exude 

professionalism. Making sure that it is 

always clean, not severely damaged, and 

organized inside will give the customer 

the impression that is how you intend to 

leave their vehicle. Another aspect to a 

professional detailing rig is proper lettering 

and signage. Not only will this help 

with advertising as you travel around, 

but it will also leave a more professional 

impression when sitting in a driveway 

or outside someone’s house for hours at 

a time. As a shop operator, cleanliness is 

just as important. Customers will look 

around your shop, and sometimes ask to 

be shown around. Giving the impression 

your shop is clean, organized, and ready 

for business shows the customer you are a 

true professional. 

Act the Part 

It is one thing to look like a professional 

detailer, it is an entirely another to 

act like a professional detailer. Every time 

you open your mouth or put something 

on the internet, you are representing the 

detailing industry. The internet is forever. 

A statement from 5 years ago could cost 

you a potential client in the future. This 

means care should always be taken before 

making any public statements. The first 

instinct in responding to a negative review 

is to get defensive and sometimes aggressive, 

but that is the worst thing you can do. 

If you disagree, ask them to contact you 

to discuss the issue. Nothing looks worse 

than a business publicly attacking a customer. 

That sends a red flag giving potential 

clients an idea of what could happen 

IF there is a problem. 

Acting professionally not only applies 

to interacting with customers, but also 

to other detailers. The level of bickering 

and in-fighting has decreased, but it still 

exists on many public forums. Imagine 

if doctors, dentists, or lawyers acted in 

that manner. Until we still start thinking 

of detailing as a professional industry, 

and portraying that image, it will never 

be taken seriously by the public. There 

is a certain level of accountability that 

all detailers carry with them. Each detailer 

is an ambassador for the industry, 

and their dealings with the public should 

reflect that. Putting down your competition 

publicly or to a potential customer 

should always be avoided. You should be 

selling the customer on YOUR business, 

not disparaging someone else’s. When a 

business puts down other businesses, it 

looks petty, and could prevent that customer 

from using you also. 


Each detailer is an ambassador for the industry, 

and their dealings with the public should reflect that. 

THE BUSINESS OF 

DETAILING 

Know the Part 

Because the detailing industry is inexpensive 

to get into, it attracts a lot of 

people who are only looking to start their 

own businesses. There is nothing wrong 

with this, but it is essential that the time 

is taken to learn about detailing; processes, 

equipment, and product uses. When 

a potential customer is contacting you 

about a detailing service, it is because 

they are looking for a professional to 

help them solve a problem. Having the 

knowledge to educate will go a long way 

in the customer’s eyes. You should be 

able to explain possible solutions to their 

problems in terms they can understand. 

They are more likely to spend a few extra 

dollars with someone who took the time 

to educate them, rather than the person 

who just spoke down to them for not 

knowing the ins and outs of detailing. 

For the beginner, there are training 

classes that can be attended all over the 

country. The classes are a couple days in 

length, but will teach you the basics of the 

car detailing industry. More intermediate 

detailers will want to look to events such as 

Mobile Tech Expo, SEMA, or webinars 

for continuing education. The classes can 

be found on various topics, but will satisfy 

a need for continuing education. There are 

even more advanced 1-on-1 classes offered 

by some of the industry’s top professionals, 

that can teach you finer and more advanced 

skills. The point is, there is education 

out there for every skill level. Anyone 

who thinks they know everything there is 

to know about detailing has a lot to learn. 

Be A Part 

The detailing business is rapidly growing 

into a strong industry and community. 

There are organizations out there that 

focus on providing resources to grow the 

detailing industry. The IDA is an example 

of a trade organization comprised of 

volunteers who are looking out for your 

detailing business. They hold webinars 

on various detailing topics, send out 

newsletters to keep you abreast of new 

developments, offer seminars at events 

for continuing education, and offer ever 

expanding levels of certification. Joining 

a trade organization and getting involved 

shows that you are serious about what 

you do, and that you have invested in 

making yourself, your business, and the 

industry that supports your family, better. 

That sort of commitment is what will set 

you apart from the rest. 

Also, be a part of the community that 

you serve. You will often be asked for donations. 

Give when you can. The communities 

around you help pay your bills, it is important 

to thank them for your livelihood. 

Join local networking groups and chambers 

of commerce, they are great places to 

generate leads to grow your business. 

If you follow these four simple steps, 

you will find that you will be successful, 

not only in business, but also in life. Professionalism 

is not only how you run your 

business, it gives an indication of who you 

are. Looking the part, acting the part, 

knowing the part, and being a part are all 

pieces of being a successful professional. 

continued ... 


ELBOW 

Grease 

The Season of Ick 

While vehicles can be cesspools of allergens, viruses and 

germs, taking proper precautions are nothing to sneeze at. 

There is a lot of information, and 

misinformation regarding germs and 

public safety. Public panic and unconfirmed 

viral Facebook posts are causing 

widespread panic. And, since detailers 

are in the business of dealing with sullied 

surfaces and are also looking to calm 

customers’ concerns over contaminated 

consoles, crevices and compartments, it 

is important to know the health risks if 

dealing with an infected vehicle interior 

and/or customer. Thankfully, the risks 

of fake news reports are lessened thanks 

to four big authorities including the 

World Health Organization, the Center 

for Disease Control and Prevention, 

OSHA and the Mayo Clinic. All 

four are continuously updating their 

websites, trying to put out timely, 

important and accurate information 

regarding the recent flu outbreak and 

the worldwide pandemic public enemy 

number one: The Coronavirus. Days 

were spent gathering up the truth about 

germs, not only for your benefit, but so 

that you can also properly inform and 

educate your customers. If a customer 

is worried their car is contaminated, a 

detailer shouldn’t necessarily bank on 

their paranoia, but should properly 

inform the customer of the steps taken 

to decontaminate the interior. Detailers 

also need to know if they are at risk of 

getting sick and whether they are sick 

already. So, where does the truth lie? 

Yes, germs can live on surfaces, but 

they do have an expiration date. If a 

customer had the flu, is a detailer at 

risk of cross-contamination? Staying 

healthy is nothing to sneeze at and 

having an arsenal of concrete knowledge 

is paramount during these times 

of hysteria, which, unfortunately, is 

somewhat warranted. 

What Detailers Need to Know 

by Josh Buckler CD-SV, 

IDA Marketing, Communications 

Committee Co-chair 

There’s not much better of a time to 

discuss preparedness for both personal 

and customer health than now. With 

the new Coronavirus, COVID-19, 

infiltrating 42 countries; there are now 

83,379 confirmed cases and 2,858 

deaths ascribed to its name. Regardless 

of personal opinion, this should serve as 

evidence that we are not immune to such 

pandemic-like events. Simply because 

this is a headline story, we should not 

ignore the common flu, which has set a 

record number of cases this year as well. 

The following information can help 

better prepare you, your team, your 

customers, and everyone’s friends and 

families. Remember, just because one 

person’s immune system may fight hard, 

the next individual might not be as 

fortunate. 

As detailers, we understand that the 

vehicle can be one of the most bacteria 

harboring places people spend any 

amount of time in. It is important that 

those we serve recognize these hazards 

as well. The following items can help 

communicate this necessity to the 

community you serve. 

YUCK! 

During studies for the National Institute 

of Health, Staphylococcus aureus, the 

germ most commonly known for MRSA, 

was found on most frequently touched 

surfaces in a vehicle, such as the steering 

wheel, gear shifter, and center console. 

Hot water extraction: The fibers 

of the carpet and fabrics inside a 

vehicle can embed germs and facilitate 

growth. Using an extractor can allow for 

embedded germs to be lifted from the 

fibers of the carpet. 

Steam: Using steam 

can kill 99.9% of germs. 

Create: Using your 

email list, send a brief email 

newsletter. Stay away from the 

already saturated “Coronavirus” 

headline. Use a 4-7 words that 

grab their attention immediately 

such as “Vehicles get sick too!”, and 

“Take your car to the doctor”, etc. 

Follow up: Go through your schedule 

from 3 months ago. Find the people who 

had their interiors completed and reach 

out one by one, have the team help, or 

even send a mass text using an online 

platform. Take it a step further and find 

the customers who you know have kids 

that also ride in the vehicle regularly. 

Share: Reach out to local media outlets 

and explain the importance to them. 

Most press have a 

general place online 

to send a story too. 

Write up something 

educational and email any 

you can think of. They’re 

looking to stay current with 

what is popular. Detailing 

provides a quick break from 

the negative news and gives 

value to their viewers/readers. 

Collaborate: Link up with a local business 

to go live on social media together 

and offer tips to determine if the interior 

should be detailed or not. Consider 

holding a day long “free check up” at a 

local automotive shop. Create a checklist 

like an auto mechanics suggestions. To 

build rapport, don’t just write the things 

you see that need attention, but those 

that are positive and complementing too. 

This article was provided courtesy of the 


International Detailing Association (IDA) and its 

entirety was provided to all IDA members. Only 

a portion of the article is included here. For more 

information, visit the IDA at https://the-ida.com/. 

HOW YOU “CATCH” A COLD 

AND THE FLU 

According to the Mayo Clinic, cold 

and flu virus-laden droplets may remain 

infectious for several hours, depending 

on where they fall. Viruses generally 

remain active longer on stainless steel, 

plastic and similar hard surfaces than 

on fabric and other soft surfaces. Other 

factors, such as the amount of virus 

deposited on a surface and the temperature 

and humidity of the environment, 

also determine how long cold and flu 

viruses stay active outside the body. 

“It’s possible to catch the flu or a 

cold after handling an object an infected 

person sneezed or coughed on a few 

moments ago. But personal contact with 

an infected person — such as a handshake 

or breathing in droplets from a cough or 

sneeze — is the most common way these 

viruses spread,” the Mayo Clinic states. 

QUESTIONABLE INTERIORS 

AND WHEN TO SEEK 

MEDICAL CARE 

It is okay to play it safe, even if a vehicle 

and its owner do not seem contaminated. 

If a customer is coughing or has been 

sick, those are obvious red flags, but some 

symptoms are not yet present. Therefore, 

according to the Mayo Clinic, seek 

medical care if you suspect that you have 

an infection and you have experienced 

any of the following: 

• Difficulty breathing 

• A cough lasting longer than a week 

• Periods of rapid heartbeat 

• A rash, especially if it’s accompanied 

by a fever 

• Swelling 

• Blurred vision or other difficulty 

seeing 

• Persistent vomiting 

• An unusual or severe headache 

PROPER 

TERMINOLOGY 

Disinfecting is not the same thing as 

sanitizing and cleaning is technically not 

the right word to use if you’re “killing” 

germs. According to the Center for 

Disease Control and Prevention (CDC), 

there are notable differences between 

cleaning, disinfecting and sanitizing. 

Cleaning removes germs, dirt, 

and impurities from surfaces or objects. 

Cleaning works by using soap (or detergent) 

and water to physically remove 

germs from surfaces. This process 

does not necessarily kill germs, but by 

removing them, it lowers their numbers 

and the risk of spreading infection. 

Disinfecting kills germs on surfaces 

or objects. Disinfecting works by using 

chemicals to kill germs on surfaces or 

objects. This process does not necessarily 

ELBOW 

Grease 

clean dirty surfaces or remove germs, 

but by killing germs on a surface after 

cleaning, it can further lower the risk of 

spreading infection. 

Sanitizing lowers the number 

of germs on surfaces or objects to a 

safe level, as judged by public health 

standards or requirements. This 

process works by either cleaning or 

disinfecting surfaces or objects to lower 

the risk of spreading infection. 

CAN A CAR CARRY 

CORONAVIRUS? 

There is much more to learn about 

the transmissibility, severity, and other 

features associated with COVID-19 as 

the outbreak investigation continues, 

according to OSHA. It is currently 

unknown if the virus can live on a surface. 

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At the time this article was published, 

information was still being gathers. 

However, it is verified that cases have 

been reported in New York, Washington 

state, and Florida. “Infected people 

can spread COVID-19 through their 

respiratory secretions, especially when 

they cough or sneeze. According to the 

CDC, spread from person-to-person is 

most likely among close contact (about 6 

feet). Person-to-person spread is thought 

to occur mainly via respiratory droplets 

produced when an infected person coughs 

or sneezes, similar to how influenza and 

other respiratory pathogens spread. These 

droplets can land in the mouths or noses 

of people who are nearby or possibly 

be inhaled into the lungs. It’s currently 

unknown if a person can get COVID-19 

by touching a surface or object that has 

the virus on it and then touching their 

own mouth, nose, or possibly their eyes.” 

As of March 1, 2020, OSHA released 

the following statement: Workers who 

conduct cleaning tasks must be protected 

from exposure to blood, certain body 

fluids, and other potentially infectious 

materials covered by OSHA’s Bloodborne 

Pathogens standard (29 CFR 1910.1030) 

and from hazardous chemicals used in 

these tasks. In these cases, the PPE (29 

CFR 1910 Subpart I) and Hazard 

Communication (29 CFR 1910.1200) 

standards may also apply. Do not use 

compressed air or water sprays 

to clean potentially contaminated 

surfaces, as these techniques may 

aerosolize infectious material. 

THE BIG, BAD 

NOROVIRUS 

While the coronavirus is getting a 

lot of attention, the norovirus, the one 

made infamous for ruining cruise shipbased 

vacations, is one that is definitely 

dangerous as it lasts and survives on 

surfaces for days and even weeks. 

According to the CDC, surfaces 

can get contaminated with norovirus in 

many ways, including when: 

• An infected person touches the 

surface with their bare hands that 

have poop or vomit particles on them 

• An infected person vomits or has 

diarrhea that splatters onto surfaces 

• Food, water, or objects that are 

contaminated with norovirus are 

placed on surfaces 

• Aerosolized vomit lands on surfaces 

or enters a person’s mouth then he 

or she swallows it. 

• You are contagious from the moment 

you begin feeling sick and for the first 

few days after you recover. 

• Norovirus can spread quickly 

in enclosed places like daycare 

centers, nursing homes, schools, 

and cruise ships. 

• Norovirus can stay on objects and 

surfaces and still infect people for 

days or weeks. 

• Norovirus can survive some disinfectants, 

making it hard to get rid of. 

HOW TO PROPERLY 

‘KILL’ THE GERMS 

The CDC recommends using either 

chlorine bleach or U.S. Environmental 

Protection Agency (EPA)approved disinfectants 

to control NoV outbreaks. All 

disinfectants should be used on clean 

surfaces (i.e., surfaces that are not visibly 

soiled) for maximum performance. 

• Chlorine bleach concentrations for 

most nonporous surfaces: 

• 1/3 cup bleach in 1 gallon water 

20% OFF 

WITH CODE ADN20 

PERMANENT PROTECTION • DEEP G 

800-437-9893 


(1:50 dilution). 

• For heavily contaminated nonporous 

surfaces use 1 and 2/3 cups bleach 

in 1 gallon water (1:10 dilution). 

• Leave bleach on surface for 10-20 

minutes and then rinse thoroughly 

with clean water. 

• Once opened, bottles of household 

bleach will lose effectiveness after 30 

days. Use a new unopened bottle of 

bleach every 30 days for preparing 

diluted disinfectant solutions. 

Prepare a fresh dilution of bleach 

(only from bleach bottles that have 

not been open for more than 30 

days) every day of use and discard 

unused portions. 

• Other disinfectants include heat 

disinfection [i.e., pasteurization 

to 140° F (60°C)]. Heat has been 

used successfully under laboratory 

conditions for items that cannot be 

subjected to chemical disinfectants 

such as chlorine bleach. 

• EPA’s Registered Antimicrobial 

Products Effective Against NoVs 

EPA-registered disinfectants should 

be used according to manufacturers’ 

instructions, including the use of 

proper PPE recommended by the 

manufacturer when applying the 

product. For a list of these disinfectants 

see: www.epa.gov/oppad001/ 

list_g_norovirus. pdf). 

CLOTHING, TOOL 

AND EQUIPMENT 

DECONTAMINATION 

According to OSHA, contaminated 

clothing, tools and equipment should 

also be cleaned. It is preferable that 

soap and clean water be used when 

available. If only contaminated water is 

available use the following: 

• 1/4 cup bleach. 

• 1 gallon of water. 

• Immerse objects in the solution for 

10 minutes; if clothing, gently swirl 

every few minutes. 

• If clothing, wring out as much 

moisture as possible. 

• If tools or equipment, allow the 

object to drain and then transfer it 

directly to the bleach solution used 

for hand cleaning. 

• Re-immerse the clothing in the household 

bleach solution used for hand 

cleaning for 10 minutes with periodic 

gentle swirling of the clothing. 

• If clothing, wring out as much 

moisture as possible. 

• Allow clothes to thoroughly dry 

before using again. 

SEVERE SURFACE 

DECONTAMINATION 

Surfaces that are heavily contaminated 

with mold, feces, or body tissues 

should be disinfected using the following 

household bleach solution: 

• 1 1/2 cups bleach. 

• 1 gallon of water. 

• Place the solution in a spray 

dispenser. 

• Thoroughly douse surfaces that have 

heavy deposits of contaminants and 

allow to stand for 3 minutes. 

• Wipe the contaminants from the 

surface with a paper towel. 

• Discard the towel. 

• Douse the surface again but use the 

bleach solution that is used for hand 

washing and wipe off the residual 

contamination with a paper towel. 

• Discard the towel and allow surface 

to dry. 

• Use gloves and eye protection when 

cleaning clothes, tools/equipment, 

and surfaces. Use respirator protection 

(an N-95 respirator is recommended) 

when mold is present. 

• All containers should be 

labeled “Bleach-disinfected water: 

DO NOT DRINK.” 

CAUTION: Never mix bleach with 

products containing ammonia. 

LOSS SHINE • WEATHER RESISTANT 


INNOVATIONS 

Introducing new & improved products for professional auto, boat & motorcycle detailers. 

New website unveiled 

by Kleen-Rite 

Columbia, PA-based Kleen-Rite Corp. 

announced the launch of its improved 

e-commerce website in December 2019. 

The property, kleen-ritecorp.com, includes 

new and redesigned features to optimize 

the user experience, save time shopping, 

and place orders quickly. Web pages will 

load faster than before on all devices. 

“Our customers want shopping to be 

quick and easy,” stated Kleen-Rite vice 

president Keith Lutz. “The new site will 

have industry leading speed and be easier 

than ever to use. Whether you’re at 

your desk or on your phone, we want the 

customer experience to be exceptional.” 

Customers can now log in to their 

accounts on phones using a thumbprint 

or facial recognition. Once logged in, 

it’s easy to create a “favorites” list of 

products, and move some or all products 

into the shopping cart with a click 

of a button once ready to buy. 

Adding personal information, order 

notes, and PO #s into the shopping cart 

is easier than before for a streamlined 

checkout process. The improved “order 

summary” section comprehensively 

breaks down costs before buying. 

Be sure to sign up for the new Kleen- 

Rite Rewards Club to earn rewards 

points on every purchase, and redeem 

points for Kleen Kash discounts and 

free shipping offers. 

Pet hair removal tool 

The Fur Eel, available through Buff 

Brite, is one of the biggest problem 

solvers to come along for the automotive 

car care industry in years. Time is 

money and that’s exactly what this tool 

saves. It will single-handedly cut your 

pet hair removal time by 75% or more. 

Made of a composite, non-marring, 

rubber/latex compound it 

heats during use to get 

slightly grippy. This 

enables it to grab 

hair and pull it 

from Carpet 

and Fabric and 

Vacuum it away 

and one easy 

motion. It makes 

a great point of 

sale item or a great 

tool for any detailer 

wanting to save time. It will last for many 

cars paying for itself quickly in saved 

man hours. 

It fits a standard Mr Nozzle crevice 

tool or any 1.5-inch round tube. They 

also sell their own adapter tool that 

adapts it easily to any 1.25-inch or 

1.5-inch vacuum hose. It will last typically 

15 to 30 cars depending on 

the intensity of the pet hair 

involved. 

Solar power 

for mobile businesses 

Green Cleen Detail of Pensacola, 

Florida, has been operating its equipment 

on clean, renewable solar power for 

several years, and they are now bringing 

this technology to others in the ‘we-cometo-you’ 

services industry. 

This new solar-powered system is 

called Narwhal, delivering renewable 

energy from the sun to an entirely new 

application. Narwhal allows companies 

such as car detailers, contractors, 

handy-man services and lawn care companies 

to ditch their noisy and polluting 

generator, and to use the free power of 

the sun to operate their equipment. This 

LSI Industries has launched an enhanced 

version of its edge-lit LED panel. 

The new luminaire features an innovative 

upgrade that enhances its versatility across 

numerous indoor applications. 

“Our enhanced, edge-lit LED panels 

fill a void in the marketplace,” said Mike 

Prachar, Chief Marketing Officer of LSI 

Industries. “They give customers significant 

flexibility to customize and optimize 

the use of light in different areas throughout 

their facilities.” 

Customers can select up to three different 

options for both color temperature 

integrated system is the first of its kind in 

the marketplace, helping Narwhal lead a 

new front in the rapidly-growing world of 

green technologies. 

Businesses utilizing Narwhal eliminate 

their gasoline dependence, and no generator 

means no noise, smell, or high fuel 

costs -- reducing operating and maintenance 

expenses. The system also positions 

businesses to reach the growing number 

of environmentally-minded consumers 

who are looking to support green products. 

Narwhal systems are offered worldwide, 

with systems in daily operation in 

Pensacola and San Diego, CA. 

Edge-lit LED panel from LSI 

All new PRO ® 

Products catalog 

PRO® Products, the professional division 

of BAF Industries, has announced 

the release of the new redesigned PRO® 

Product Catalog and is inviting detailers to 

explore. The updated 24 page, full-color 

PRO® Product Catalog is filled with new 

attention-grabbing auto detail products 

and is organized intuitively by product 

and wattage, giving them a total of nine 

different light settings from a single fixture. 

This gives facility managers, and 

others responsible for the property, significant 

flexibility to customize and enhance 

employee workspaces, increase safety and 

conserve energy. 

LSI’s enhanced LED product produces 

light from the sides, not the back. This 

makes them extremely thin and lightweight, 

which allows them to be mounted 

in a variety of applications. Panels are easy 

to install and available in multiple sizes, including 

1x4, 2x2 and 2x4 feet. 

category covering our broad selection of 

products including compounds, polishes, 

waxes, sealants, coatings, car wash 

soaps, solvents/surface prep, tire/wheel 

cleaners, degreasers, interior cleaners, 

glass cleaners, air fresheners, dressings, 

paints and buffing pads for the professional 

auto detail industry. 


EVENTS CALENDAR 

2020 

APRIL 6-8 

The Car Wash Show 

Henry B. González Convention Center 

San Antonio, Texas, www.carwash.org 

APRIL 28-29 

HCA’s 37th Annual 

Product Show 

Prairie Meadows Racetrack, Casino and 

Convention Center 

Des Moines, Iowa, www.heartlandcarwash.org 

MAY 19-20 

SECWA Road Show 

MGM Grand Casino & Hotel 

Detroit, Michigan, secwa.org 

JUNE 8-10 

Car Wash Excellence 

Summit 

Hotel Bennett 

Charleston, South Carolina. www.carwash.org 

JUNE 13 & 14 

Southern Detailers 

Conference* 

Lexington Convention Center 

Lexington, Kentucky, 

southerndetailersconference.com 

*See Industry Dirt article for more information 

on this event 

Second Southern Detailers Conference 

to take place this June 

Following the success of the first-ever 

Southern Detailers Conference in 2019, 

founder Daryl Lyons is getting ready for 

its return this June. The 2019 event attracted 

some of the top detailers and detailing 

product companies from around 

the world. “We designed the event to allow 

the attendees more direct access to 

meet and discuss ideas and products with 

some of the most knowledgeable detailers 

in our industry. We provided an environment 

which promoted hands on learning 

opportunities taught by the best of the 

best,” stated Lyons, who is also the owner 

of Detail Lex in Lexington, Kentucky. 

“The response we received from both 

vendors and attendees was beyond positive. 

We witnessed discussions and the 

exchange of ideas across different vendor 

platforms. Detailers from different 

shops discussing various techniques and 

standards. In these two days, we experienced 

an atmosphere of camaraderie that 

makes our industry better and stronger. 

The 2020 show is slated to have more 

vendors, more top names in the industry, 

small group training sessions and informational 

panels. A press release states that 

the event and hotels are just a short and 

beautiful walk to numerous restaurant 

and local attractions unique to the horse 

capital of the world. 

According to the website, the schedule 

for the event is as follows: 

FRIDAY, JUNE 12 

8AM – 8PM Vendor set up 

7PM IDA (International Detailing Association) 

Meet & Greet (Location TBA) 

SATURDAY, JUNE 13 

9AM Conference doors open 

9:30AM First class will start (50 min class) 

5:30PM End of day 

7PM Banquet at the Hilton. 7-8pm Cocktail 

hour (Cash Bar), 8pm Dinner 

8:30PM –Comedy Show 

9:30PM Awards Ceremony 

10PM –Dinner will finish, Bar crawl in 

Downtown Lexington. 

SUNDAY, JUNE 14 

9:30AM First class will start (50 min class) 

4:30PM End of day 

HOTELS 

Hilton Downtown & The Hyatt Downtown 

Detail Mafia awards, recognitions, and newly 

minted masters inducted at SEMA 

JUNE 22-24 

Women in Carwash 

Conference 

Niagara Falls, Ontario, Canada 

www.womenincarwash.com 

AUG 27-29 

Mobile Tech 

Expo – Las Vegas 

South Point Hotel & Casino 

mobiletechexpo.com 

SEPT 14-16 

2020 American Car Wash 

Expo 

Georgia World Congress Center 

Atlanta, Georgia, secwa.org 

OCT 5-7 

Northeast Regional 

Carwash Convention 

Atlantic City Convention Center 

Atlantic City, New Jersey 

www.nrccshow.com 

NOV 3-6 

SEMA 

Las Vegas Convention Center, semashow.com 

FEB 4-6, 2021 

Mobile Tech Expo 

– Orlando 

Gaylord Palms Resort, mobiletechexpo.com 

Renny Doyle, known as “The Detailer 

of Air Force One” announced a slew 

of award winners, Detail Mafia inductees, 

and certified detailing Masters at the 

annual meeting of the Detailing Success 

Network and Detail Mafia held at the 

Specialty Equipment Market Association 

(SEMA) show in Las Vegas last Fall. 

Jim Goguen, owner of Jim’s Auto 

Installations and Detailing Center in Ipswich, 

Massachusetts. and one of the original 

Air Force One Detailers dating back 

to 2007, won the coveted Detailer of the 

Year award. Goguen is not only a successful 

automotive detailer and business owner, 

but vice-president of Doyle’s Detail 

Mafia and senior-level mentor to dozens 

of members of the network. 

Oscar Hernandez of Eight O Five 

Detail Shop in Ventura, California, won 

Rookie of the Year; Chris Woolman of 

Octane Detailing in Reseda, California 

won the 2019 Outstanding Service 

Award; and William Lara of Miami Luxe 

Detailing and Kelly Mankin of Ake Ake 

Professional Detailing in Kona, Hawaii, 

were both awarded Essence of Mafia recognitions 

for their representation of the 

Network’s famous Detail Mafia within the 

detailing industry. 

Doyle also inducted three newly 

“Made Men” into the Detail Mafia at the 

awards ceremony including Jeff Franzino 

of Master of Shine in Woodland Hills, 

California; James “Jimmy Buff-It” Akers 

of T1Detailing in Manteca, California.; 

and Daniel Gill of D&P Auto Detailing 

in Wilsonville, Alabama. 

In addition, Doyle newly knighted 

four longtime members of the group as 

Master level detailers – the highest level 

of training, certification, and experience 

available as an automotive detailer. New 

Masters include Chris and Christian 

Parker of Detail Boss in Scottsdale, Arizona; 

Justin “JL” Labato of JL’s Showroom 

Detailing in Melbourne, Florida; and 

Bobby Poinsett of Detail Driven in Jackson 

Hole, Wyoming. 


INDUSTRY DIRT 

Keynote Speaker Announced for Car Wash Show 

Ben Nemtin has been named the keynote 

speaker for the 2020 Car Wash Show, 

taking place in San Antonio from April 

6-8. The ICA made the announcement 

in early January, stating, “Ben Nemtin is 

on a mission to achieve the unthinkable. 

From playing basketball with President 

Obama to dashing down a soccer field, 

from raising over $400,000 for charity to 

placing a record-breaking $250,000 bet 

on roulette—Ben’s bucket list quest has 

inspired millions to strive for greatness.” 

The ICA stated that Nemtin is a 

#1 New York Times bestselling author 

thanks to his book, What Do You Want 

to Do Before You Die? He is also the star 

of the MTV show The Buried Life and 

the co-founder of The Buried Life movement. 

He has appeared on The Today 

Show, The Oprah Winfrey Show, CNN, 

FOX, ABC, CBS, NBC News, and more. 

Oprah Winfrey called Ben’s life work 

“truly inspiring.” 

Ben weaves the compelling story of 

how The Buried Life grew from 100 impossible 

dreams scribbled on a piece of 

paper into a global movement of millions 

and skillfully connects his story to the fabric 

of our daily lives, states the ICA. 

Ben’s message of radical possibility 

combined with his ‘5 Steps to Make the Impossible 

Possible’ leaves audiences not only 

inspired but also equipped to tackle the 

seemingly insurmountable. Ben’s system 

of achieving any impossible goal demystifies 

daunting tasks and turns “dreams” 

into “projects” by creating a digestible 

pathway to success. Mediocre is crowded. 

Raise your bar and surprise yourself. 

PAST 10 KEYNOTE SPEAKERS 

In case anyone was wondering, the 

past ten Car Wash Shows (called the Car 

Care World Expo) have hosted impressive 

keynote speakers (My personal favorite 

was Magic Johnson. He got up into the 

crowd, was humorous and engaging). 

2019: Author and leading expert on 

happiness and success, Shawn Achor, 

2018: NFL Hall of Famer Howie Long 

2017: Tom Ridge, first Secretary of 

Homeland Security, former governor 

2016: Navy SEAL Rear Admiral Scott Moore 

2015: NCAA basketball coach Rick Pitino 

2014: Daymond John and Robert Herjavec 

from ABC’s hit series, Shark Tank. 

2013: NBA star Magic Johnson 

2012: NFL Hall of Famer Mike Ditka 

2011: NFL quarterback Joe Theismann 

2010: There was no keynote speaker this 

year, but instead and Honors and Actions 

panel discussion featuring distinguished 

industry experts. 

REGISTRATION NOW OPEN 

In other ICA news, registration is now 

open for The Car Wash Show 2020, the 

largest U.S. gathering of car wash owners, 

managers and decision makers. From 

April 6-8, more than 8,000 attendees will 

gather in San Antonio, Texas, to discover 

new products and technologies, enhance 

business strategies, and connect with a 

range of car care experts—including car 

washers, fast lube professionals, detailers, 

and more—from around the world. 

“The Car Wash Show is the place 

where the entire industry gathers to 

grow business strategies, collaborate with 

peers, and share creative tactics to create 

memorable experiences for customers,” 

said Kim Vinciguerra, Vice President 

of Events at International Carwash Association. 

“With all-new programming, 

hundreds of exhibitors showcasing a fullrange 

of car care needs, and endless networking, 

The Car Wash Show 2020 is the 

best opportunity industry professionals 

have all year to gain knowledge and discover 

resources to build the best car wash 

businesses in the world.” 

With brand new education sessions, 

The Car Wash Show 2020 will provide 

industry veterans and first-time attendees 

with actionable skills and strategies needed 

to stay competitive. The 2020 Show 

will feature two options for passes that 

will allow attendees to customize their experience 

to fit their needs and gain fresh 

perspectives from professional speakers, 

fellow operators, and suppliers. 

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With the Basic Pass, attendees will get 

first-hand product knowledge in 20-minute 

Quick Hits and product demonstrations 

in the Partner Solution Sessions. 

Attendees will also have the opportunity 

to talk shop with colleagues during Peer 

Sessions. And of course, they have access 

to the trade show floor for all three days. 

With the Premium Pass, attendees will 

be able to attend everything included in 

the Basic Pass as well as exclusive access to 

the Premium Education Program. Here, 

they will deep dive into one of five areas: 

Technology | Business Strategy | Marketing 

Talent Management | Fast Lube. 

Each area features an impact session followed 

by focused courses to mix and match. 

With the Premium Pass, attendees will also 

gain industry insights and inspiration at the 

State of the Industry and Keynote Address. 

The Show will also provide many opportunities 

for attendees to network with 

peers in the car wash, fast lube, and detailing 

arenas. During the Opening Night 

Party, Booth Crawls, and other engaging 

events, all attendees will have a platform 

to renew and develop relationships with 

peers to build a global network and address 

any challenges they are facing. 

The 180,000-square-foot trade show 

floor will grant attendees access to more 

than 400 exhibition companies showcasing 

the latest technology and products to 

help streamline business, increase efficiency, 

and improve the bottom line. Attendees 

will find exhibits in categories spanning the 

car care industry, from solutions, product 

updates and live updates, and one-on-one 

discussions that will help them take business 

to the next level. 

For those who want to further enhance 

their show experience, attendees can also register 

for one of the pre-conference seminars 

on Sunday, April 5. Attendees can choose 

from a full-day course in Management Fundamentals, 

the New Investor Seminar, or the 

Certified Detailer Exam from the International 

Detailing Association (IDA). 

The Car Wash Show 2020 is presented 

by International Carwash Association 

(ICA), the Automotive Oil Change 

Association (AOCA), and the Western 

Carwash Association (WCA). For more 

information and to register visit: www. 

carwashshow.com. 

The ICA has also made an announcement 

it is looking for nominees for its 

Emerging Leader Award. 

“Have an up-and-coming leader 

on your team who you would like to reward?” 

asks the ICA. “Perhaps a manager 

you can’t live without?” 

This year, five deserving recipients will 

once again win a Premium Pass to The 

Car Wash Show and three nights’ accommodations 

at a host hotel in San Antonio 

– a package valued up to $1,000. 

If you, or an employee, are an up-andcoming 

leader under 45 consider applying, 

visit www.carwash.org/forms/scholarship-forms, 

to view the requirements. Applications must 

be received no later than February 14 . 

Malco Products announces 

management changes 

Seth Glauberman has been named 

President of Malco Products, Inc. He succeeds 

his father, Stuart Glauberman, who 

has transferred from day-to-day management 

to an advisory position within the 

Barberton, Ohio-based company after 32 

years of leadership. Malco Automotive, a 

division of Malco Products, provides professional 

solutions that improve vehicle 

appearance with passion and innovation, 

offering the most comprehensive line of 

automotive detailing products and accessories 

on the market. 

“I am excited to continue the success 

of our family business and carry on the 

legacy,” said Seth. “I had a great teacher 

in my father and will still have access to his 

guidance and experience for the foreseeable 

future.” Seth started out in the Malco 

automotive division in 2004 and served 

15 years as vice president of automotive 

sales. He graduated with a Mechanical 

Engineering degree from the University 

of Colorado at Boulder and earned his 

Master of Business Administration from 

Case Western Reserve University. 

Stuart said the company has been working 

toward succession for several years and 

is confident the time is ripe to turn over the 

reins to the next generation. “My goal over 

the next few years will be to support our 

new leadership and identify opportunities 

to strengthen our overall business.” 

Stuart, a graduate of Carnegie Mellon 

University in Pittsburgh, joined the 

company in 1973 and served as president 

for 32 years. He began planning two years 

ago to step down from the company’s 

leadership role in January 2020 as part of 

a succession plan. His new title is Chief 

Change Agent, a reference to his longtime 

request asking every employee to be 

EDUCATION FOR DETAILERS 

AT THE CAR WASH SHOW 

IDA Certified Detailer-in-a-Day Event 

Room: TBD | SUNDAY, APRIL 5 | 1:00PM - 5:00PM 

INTERNATIONAL DETAILING ASSOCIATION 

This event includes a four-hour comprehensive 

and intensive educational seminar 

that provides attendees with all of the 

information needed to pass the International 

Detailing Association’s Certified 

Detailer Examinations. The exams will be 

administered and checked on-site. This 

session is available for any pass type for 

$350 at registration. 

Revolutionize Your Express Detailing 

Room: Quick Hits Theater | MONDAY, APRIL 6 | 4:00 

PM-4:20 PM | PRENTICE ST. CLAIR 

New innovations in detailing chemicals, 

equipment, and techniques allow us to 

clean customer vehicles faster and better. 

Turning Conversations into Customers 

Through Chat Marketing 

Room: TBD | MONDAY, APRIL 6 | 10:30AM-11:30AM 

| JAY BEAN, FRESHLIME 

We will teach you how to connect with 

people who are searching online for your 

business, what to say for the highest conversion 

rate, and how to continue the conversation 

after they leave your business so 

they will come back for more. 

an agent of change. 

Stuart’s daughter, Lauren Osina, also 

works at the company and will continue as 

Digital Marketing Manager. She earned a 

Bachelor’s of Arts from the University of 

Colorado at Boulder and has her Masters 

in Reading and Literacy from Ohio State 

University. “I have been fortunate to have 

two children committed to the ongoing 

success of our family business,” Stuart 

said. “Over the years they have gained 

the first-hand knowledge, experience and 

leadership qualities necessary to maintain 

the strength of our company. Both Seth 

and Lauren have a deep understanding 

of the culture, values and heritage of 

Malco that they will carry forward into 

the decades to come” 

Tapping into Your Emotional Intelligence 

to Succeed in Work and Life 

PREMIUM PASS | Talent Management Path 

Monday, April 6 | 9:15 AM - 10:15 AM 

Monday, April 6 | 10:30 AM - 11:30 AM 

Presented by Sara Ross 

Emotional intelligence is a powerful predictor 

of performance and a distinguishing 

competitive advantage, but EQ can be a 

nebulous trait to teach. Leadership expert, 

vitality advocate and “street scientist” Sara 

Ross shares insights from her work on how 

to redefine professional and personal success. 

She will share scientific research and 

personal experiences from her past role 

as vice president and global head of leadership 

at international training firm IHHP. 

Learn how EQ can help you manage intense 

and stressful environments; increase 

productivity and profitability; drive innovation 

and strengthen relationships. 

Using Facebook to Grow Your Local 

Business 

PREMIUM PASS | Marketing Path 

Tuesday, April 7 | 9:15 AM - 10:15 AM 


Presented by Andrea Vahl 

Sponsored by QualChem 

What is working now on Facebook for 

local businesses? How do you reach the 

right people and get more traffic to your 

location? Andrea Vahl will share the specific 

tactics and examples on how to get 

more organic visibility including Facebook 

Live, Videos, and when to post. You will 

also learn how to use Facebook Ads the 

right way so that you reach your perfect 

local customer without wasting money. 

You’ll walk away with a plan on how to 

approach your Facebook Marketing Strategy 

for your business. 

The Most Human Company Wins 

PREMIUM PASS | Marketing Path 



Presented by Mark Schaefer 

Sponsored by QualChem 

This program will change the way 

companies and organizations look at 

marketing, sales, advertising, and overall 

customer experience. 

Based on his brilliant new book, Marketing 

Rebellion: The Most Human Company 

Wins, Mark Schaefer takes the audience 

on a discovery of surprising consumer realities. 

Weaving research with entertaining 

stories, Mark shows how an entirely new 

mindset is needed to meaningfully connect 

with customers in a rebellion against marketing, 

advertising, and PR. 

Attendees will leave with new inspiration 

and new information on how they can 

incorporate strategies such as live experiences, 

people and culture, and story into 

their marketing, sales, and customer service 

processes at their car washes. 

The company has been in the same 

family for four generations. Stuart’s father, 

Murray Glauberman, who was a chemist, 

founded Malco Products, Inc., in 1953 in 

Akron, later welcoming his father Abe and 

brother Lionel into the family business. 

His legacy continued to a third generation 

with his sons, Stuart and Jay Glauberman. 

Murray’s initial investment of $1,300 was 

for the purpose of manufacturing janitorial 

and industrial specialty chemicals. Together 

the father and sons embarked on a 

series of expansions that would eventually 

take the company from a single product 

to one that manufactures and markets a 

broad line of specialty chemicals domestically 

and internationally. 


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COVERSTORY 

The Color 

of Money 

Hear from four experts on how and why detailers should 

be offering paint correction services. 

Tony Pando of Dr. ColorChip 

For the past seven years, Tony Pando has been with Dr. ColorChip, a company founded by Dan McCool in 2003 that specializes in paint chip repair systems. McCool 

was Pando’s neighbor and he thought he had an excellent product and business model. Pando had previously been representing golfer Jack Nicklaus, doing licensing/ 

branding and special make up products under the Nicklaus/Golden Bear Brands worldwide. Combining his commercial experience with McCool’s product and business 

model proved serendipitous and today, they have grown the business in a new direction with detailers, car washes, auto dealer detail departments, and internationally. 

■ What are some of the main 

causes of paint damage? 

Stone Chip and scratch damage happens 

daily to vehicles. Driving on the freeway, 

snowy conditions with sand/ gravel 

on the roads, a key scratch from someone, 

damage in your home garage or door 

chip in a parking lot. But mostly, damage 

comes from daily driving on the highway. 

■ What are some of the wrong 

ways detailers are correcting paint 

damage? 

Paint chip repair products have a long 

history of a bad reputation. Obsolete 

products leave unsightly paint blobs, do not 

have proper color match, or are very difficult 

to use. Dr. ColorChip disrupts the “old 

way” of fixing paint chips and scratches. 

■ Is paint correction something 

that detailers should offer on their 

menu or should it be done through 

a contracted service? 

Considering every daily driver car will 

get chips, yes. A very common comment 

from detailers is, “when I detail a car and 

it looks awesome, there is invariably a few 

stone chips that make the repair look not 

complete.” Considering the ease of Dr. 

ColorChip application, this is something 

every detailer can have in their offering, 

and generate higher ticket sales and have 

a more complete repair done. 

■ How has paint correction 

technology evolved over the 

years? 

Historically, paint chip repair 

products were only regular automotive 

paint in paint pens or small bottles 

purchased at a dealership. These can be 

difficult to apply and require significant 

time for a simple repair. In other words, 

repairing 6-8 chips on a hood using the 

“old way” would require applying the 

paint, letting it dry for 30-45 minutes, 

then wet sanding, applying the clear and 

buffing. Total repair time 1-1.5 hours… 

■ What are the biggest mistakes 

detailers are making when it 

comes to paint correction? 

Detailers with little experience or 

knowledge of paint can literally burn 

through clearcoats and into the paint if 

they are not careful with buffing. This 

can cause significant damage. Hence 

why the “old way” has a bad reputation. 

One needs knowledge of the effects of 

heat on paint and the clearcoat. Hence, 

why avoiding a buffer is best/safest way 

for simple stone chip repairs. 

Before 

■ What are some of the biggest 

misnomers regarding paint 

correction? 

That you need to go to a body 

shop for chip/scratch repairs and pay 

$600-$1000+. Depending on one’s 

expectations, a detailer can provide a 

very good repair at a fraction of the cost. 

■ What is the potential profit for a 

detailer? 

Many detailers now do ceramic 

coatings, and other protection films. In 

addition to the chips being repaired on a 

simple detail —prior to applying coatings 

— chip repair is an additional profit center 

and something a vehicle owner would 

gladly want to get done for a more complete 

repair. The profit for a detailer can be 

fairly significant. It depends on number of 

After 

chips, depth of a scratch, etc., but additional 

charges for this service are warranted 

and gladly accepted by the vehicle owner. 

■ What happens if a customer 

says they think they can buy a 

paint correction system and do it 

themselves? 

In many cases, and the “old way” 

Do-It-Yourself (DIY) paint correction 

was difficult, timely and somewhat dangerous 

to the paint if one did not know 

how to buff properly… 

■ Is there anything else you think 

our readers should know? 

I would highlight that fixing stone 

chips increases the value of a vehicle 

(especially a lease return), protects 

against rust, and improves the overall 

appearance of the vehicle. 


Jose “Joe” Fernandez of Superior Shine 

Based out of Arcadia, California, Superior Shine owner Jose “Joe” Fernandez said they work on vehicles valued at $600K or more. Having started out in the early 90s with his 

original business, Fernandez Detailing, Fernandez had always had a love of working with cars having worked in his father’s auto shop since the age of 6. Years later, he joined 

the U.S. Marine Corps where his love for cars was further supported as he was able to detail cars during his visits across the globe. After his discharge he became a detailer at 

the famous Hill and Vaughn restoration facilities in Marina del Rey where he was racecar driver Phil Hills’s personal detailer. Superior Shine has been around since 1992 and 

Fernandez says his most requested services are paint correction and maintenance services. 

■ You mentioned that paint 

correction is one of the most 

requested services at your 

business. What kinds of 

correction services do you offer? 

I primarily perform paint correction 

and do very little auto detailing. Most of 

my customers hire me to paint correct 

their new vehicles. It would be reasonable 

to expect that all brand-new vehicles 

finish would be in perfect condition, 

but unfortunately this is rarely the case. 

The paint correction is even more important 

when the vehicle is going to be 

ceramic coated. We will want to the finish 

look its best before we apply a coating to it. 

The type of paint correction I perform 

is very thorough. Most jobs include 

between 15 to 20 hours of polishing. 

■ What are the most common 

paint problems customers in 

your area (Arcadia, California) 

come in with? 

On new vehicles the most common 

defects are bad polishing work either performed 

at the vehicle manufacturer or the 

dealership. These types of defects range 

from wet sanding marks to hologram/ 

buffer trails that remain in the finish. 

On a used vehicle, defects that are most 

common are ones that are the results of improper 

care, such as poor washing practices. 

■ Can you explain to our 

readers who are just starting 

out what paint correction is? 

Paint correction is removing any paint 

defect or imperfection from a vehicle finish. 

This is most often done using compounds 

and polishing products on a machine 

polisher. 

■ If a detailer is thinking of 

offering paint correction, 

what advice do you have? 

First, determine if it is the proper fit for 

your business. Paint correction is a specialized 

service that is very labor intensive. Most 

of the general public are not aware of paint 

correction and care little about having a 

perfectly polished finish. Paint correction is 

a unique niche that must be marketed properly 

in order to be profitable. 

Secondly, any new detailer will want to 

be formally trained. This is essential. Any 

kind of paint correction work has to be done 

correctly and efficiently. Personally, I think 

the Rupes Bigfoot Car Detailing Academy 

is an excellent place for such training. 

■ What is one of the 

biggest mistakes a detailer 

should avoid when it comes 

to paint correction? 

By far the biggest mistake is not charging 

enough for their services. Paint correction is 

a specialized labor-intensive service that too 

often is [undervalued] and underpriced. 

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0000 Malco Auto Detailing News Ad.indd 1 2/19/2020 3:53:48 PM 


Bob Wiener of Finer Details 

Along with being a select team member of the Air Force One Detailing Team, Bob Wiener is also the owner of Finer Details of Long Branch, New Jersey. Wiener is a retired officer 

and he, along with his wife, Lisa and her family have been in the car wash industry for over 50 years. In a recent interview with Auto Detailing News, Wiener said, around 2010 after 

having been a police officer for 17 years, he was looking for a business to start and build preparing for his retirement. He researched training centers and found Renny Doyle. Wiener 

is now one of the esteemed members of The Detail Mafia. In 2017 he received his master’s Certification at the Annual Detailing Success Meeting & Continuing Education Event at 

the SEMA show in Las Vegas and has also obtained International Detailing Association (IDA) certification and a Detailing Success Business, Skills, & Paint Correction certification. 

■ What kinds of correction 

services do you offer? 

Most of my customers are just 

looking for shiny paint and don’t 

understand full paint correction. We 

offer a 1 step polish that can remove 

approximately 40% of the minor 

surface imperfections. If a customer 

wishes to have more done in terms of 

corrections, I will then evaluate the 

paint and determine how many steps 

it will take to achieve the results they 

are looking for. 

■ What are the most 

common paint problems 

customers come in with? 

Most customers have swirls and 

scratches and some holograms 

■ Can you explain to our 

readers who are just starting 

out what paint correction is? 

Paint correction is the process of removing 

surface imperfections by polishing, 

compounding and possibly sanding 

in order to bring the vehicle’s paint to 

its maximum potential. 

■ If a detailer is thinking 

of offering paint correction, 

what advice do you have? 

Be sure to invest in a paint thickness 

gauge*. It is important to know 

how much paint/clear coat is on the 

vehicle so you can safely remove imperfections 

while leaving enough clear 

coat to ensure the future integrity of 

the paint system. 

Jason Yard, marketing manager of Malco Products, Inc. 

■ What is one of the biggest 

mistakes a detailer should avoid 

with paint correction? 

Don’t over promise and under deliver. 

It is important to set your customers’ 

expectations. Not all paint can be 

brought to perfection or near perfection. 

You want to make sure that you 

know your limitations and understand 

that you may not get every scratch out. 

I would much rather explain to the customer 

why I could not safely remove 

an imperfection than go too far and 

burn through the clearcoat and have to 

then repaint the vehicle. 

Malco Products, Inc. of Barberton, Ohio, has been providing professional car detailers, car washes, car dealerships 

and more with the powerful cleaning and detailing products since 1953. Yard was recently hired as the company’s 

marketing manager. 

*WHAT IS 

A PAINT 

THICKNESS 

GAUGE? 

A precision instrument 

which uses either 

mechanical or electronic 

means to measure the 

thickness of paint film 

applied over a substrate. 

Measuring the depth 

of your paint will allow 

you to see how thick the 

clearcoat is, which will 

allow you to determine 

exactly how to treat 

it. (source: Detailers 

Dictionary, by 

Christopher Evans). 

■ For those who don’t know, 

what is paint correction? 

Paint correction is the process of 

restoring the top layer of single stage 

paint or clear coat to a factory or better 

than factory finish. The process 

involves cutting compounds, polish 

compounds, and a buffing tool with 

pads. There are many options including 

rotary or dual action buffers and a 

large variety of compounds that offer 

a variety of applications. 

■ What are the common 

reasons a vehicle’s paint is 

damaged? 

Paint can become damaged from 

environmental factors, weather and 

natural contaminants. Car washing 

can also play a role, even a careful 

hand wash can impart scratches in the 

finish. All of these micro scratches and 

contaminants can dull the paint. 

■ If a detailer is thinking of 

offering paint correction, what 

advice do you have? What are 

mistakes to avoid? How should 

they market their services? 

Step one is proper education. 

There are many opportunities to learn 

paint correction throughout the industry. 

The IDA, through a sponsored 

event or through your local distributor. 

Even with proper training, practice is 

the second key. Because there are so 

many different products and different 

types of clear coat, it can take years to 

master but at minimum a few months 

to get a good grasp of the ins and outs. 

Always do your first several on your 

own car or friends and family’s cars. 

It’s a good idea to provide a menu 

of services, where the paint correction 

is the top level of detailing and receives 

a premium price. Many expert 

detailers will not quote a paint correction 

without seeing the vehicle first. A 

standard advertised price could lead to 

lost money when a severely damaged 

car comes in and takes twice as long as 

a typical correction. 


TRICKS 

OF THE TRADE 

Presenting some of the best detailing discussions from The Car Wash Forum (formerly 

known as autocareforum.com). Please Note: Some posts feature minor edits for 

readability.) Please note, opinions and statements made here are by each forum user 

and do not necessarily reflect the viewpoints of Auto Detailing News. 

Advice for Beginners 

Looking for advice on starting a detail 

business. We have 2 express tunnel 

washes and at each wash location room to 

establish a detail business line - basically 

already there. Previous owner did - but I 

guess did not charge enough and found it 

to be unsuccessful. Yet we call around to 

detailers in the area and they are booked 

3 weeks out. Please let me know your 

thoughts and advice on the best steps to 

take to set it up successfully. 

IMO you should start by getting set up and 

have guys trained and ready. I’ve just been 

helping someone set up a hand wash bay at a 

self-serve, and he had his plan of operation in 

place first, prices second based on how long 

the job would take. MEP001 

Have you reached out to the IDA (international 

detailers association) I’m sure they have some 

folks in your area that could offer advice on 

setting things up, training etc... pricing is 

directly linked to the type of detail you are 

offering and the time it will take. Where are you 

located? I might know a few people. 

Mrs.autowash 

IMO a good detail manager is key. A sales 

incentive helps keep productivity high. Managing 

quality is another issue you need to address 

continually. Develop an order of operations. 

Buy high quality products. Machinery needed: 

carpet extractor, steamer, air tools ( tornador, 

typhoon guns, rotary shampooer brushes). 

Good vacuums, plenty of towels, rags, separate 

window towels. Blend station for diluting chems 

consistently. It’s like Marcus Lemonis says; it’s 

about people, products, and process. 

For years I priced my detailing too low. 

Not any more. My detail manager prices the 

jobs, books the work and collects the money. 

Someone told me that the owner should stay 

away from the cash register and they are right. I 

make far more on detailing than I ever did when I 

did the pricing and work myself. Waxman 

Simoniz has a detailing system you may want 

to check into. Greg Pack 

IMO the key is finding a great buffer man or 

woman. With today’s automotive finishes if they 

don’t know what they are doing they can do 

more damage than good. If they can buff black 

and not burn the clear coat off the vehicle they 

are a keeper. 99Roadking 

Bad review versus bad customer 

Well I feel as though I’ve turned this older around. Get many positive comments from my customers. I’ve had 

two people leave a review on google saying the place was a mess, overpriced, and poor quality. I know for a fact 

that these are bogus. And since I’ve owned it less than a year and the previous owners were clueless about the 

business there are a lot of older bad reviews. So my question is do any of you know how to reset the reviews and 

remove the false ones? I do respond to them all but if you just glance at our rating it’s low. 

If it’s on Google Business good luck 

getting Google to remove fraudulent 

reviews I damn near learned 3 new 

foreign languages with all the people 

I had to go through to get mine 

removed. DiamondWash 

I had a lady leave a 2 star review this 

week before contacting us about 

the $10 hold on her CC. After we 

explained it would drop off she still 

left the 2 star review. If people knew 

how much hard work went into 

making a car wash the best it can 

be, they wouldn’t leave bad reviews. 

My wife and I strive for the best for 

our washes. APW 

I’ve learned to just run the best 

wash that I can, and not worry too 

much about reviews. Very little can 

be done about them anyway. Yelp is 

just a complainer website. Axxlrod 

I was lucky when I bought the 

[business] I currently own. The 

previous owner required me to 

change the name (which I gladly 

did) and that allowed me to start 

over with Google and punt all of his 

terrible reviews. 

That said, it still took weeks for 

Google to take down his old listing 

and make my new one official for 

that address. They are a royal pain 

in the a$$ to work with, due mainly 

because most of their “customer 

care” phone bank operators 

moonlight as goat herders in 

Uzbekistan. KleanRide 

I have signs ...asking for 5 star 

reviews if they like our wash. The 

sign also says that if they’re not 

satisfied or something is wrong to 

please email or text me and I include 

my contact info. Like KleanRide, 

I changed the name when I took 

over a year ago. The rating was one 

star. Fast forward a year and we’re 

4.6 stars. Only one dude left a very 

negative review which was clearly 

bogus. Car Wash Newbie 

Yelp keeps contacting us to try to 

get us to advertise with them and 

confirm our business listings with 

them. I then told them to hold on 

while I checked into something 

(reviews of yelp itself)... Then I told 

them that I refuse to do business 

with anyone with reviews of only 1.5 

stars! That made me happy. JGinther 

I once got a bad review on a wash.I 

sold 3 years earlier that had been 

torn down a replaced with a retail 

store. Took Google 6 months to get 

rid of the review. Soapy 

A friend (geek) who helped me set 

up my website says that Google 

reviews matter mostly for search 

relevancy, and that sites with the 

higher review averages pop up 

closer to the top, and more often, 

when someone searches “car 

wash” in your area. Not sure if 

that’s accurate but it seems logical. 

KleanRide 

Had one review claim female cashier 

was rude, Told yelp it must have 

been for some other business 

since we don’t have any female 

employees. They refused to remove 

it. Magic words when they call me 

to advertise “Remove me from your 

call list”. Earl Weiss 

All those reviews from Google and 

Yelp are mainly people that are 

drunk at 2:00 in the morning and 

have nothing else to do. Think 

of how many times a customer 

comes up to you at your wash and 

compliments you. To me that means 

more than most of these idiots 

leaving 1 to 3 star reviews that are 

mostly bs. Damoni88 

Only thing I can recommend to 

minimize this is have a phone 

number readily available on 

the site. Sometimes they call, 

sometimes they don’t. I’ve got a 

google voice number now which 

is free and allows options such as 

call forwarding and a transcript of 

voicemail sent to email.. Greg Pack 

One thing I do is to go on my 

Google Biz Page and respond to the 

reviews. Some of the jerkier ones I 

ignore, like you do with a bad dog. 

Sometimes there is no sense in 

arguing. Waxman 

Whenever I get a lower review 

on Google I then search out the 

reviewer and see all their other 

reviews of businesses. Almost 

always their other reviews are low 

as well. Had one lady give me a 

one star review (no explanation or 

comment). I looked her up and she 

had given over 100 one-star reviews 

on Google. That was the only rating 

she gave anyone. Look up your poor 

reviews and see what those same 

people are reviewing everyone else. 

Copperglobe 

I myself do not worry about bad 

ratings. I believe most people only 

seek out reviews just to see how 

their experience matches up to 

others to reinforce their opinion. 

MidAtlanticCarwasher 

There is not much you can do for the 

bad reviews. ... I know I have tons of 

happy customers who keep coming 

back. To those customers I say, 

“I’m trying to boost my presence 

online, and appreciate it if you do a 

good google review. Also for your 

trouble I’ll give you a free $10 Value 

Card after you do your review” 

stampedcarwash 


Since 197777 

Lake Country Manufacturing delivers premium polishing & buffing pads and accessories. 

Our products help you get the job done perfectly. Every time. 

Lake Country Manufacturing, Inc. | Oconomowoc, Wisconsin 

| LakeCountryMFG.com

IDANEWS 

The IDA Is Taking 

You to School 

Get Your Detailing Education 

from the IDA 

By Erin Reyes, 

IDA Communications Coordinator 

Spring break may be right around the corner, 

but the opportunity to learn never stops 

with the International Detailing Association 

(IDA)! So, grab your pencils and paper because 

it’s time to take some notes on how to make the 

most of the IDA’s many educational offerings. 

One of the most easily accessible forms of 

education is the IDA’s monthly webinar series. 

Each month from February through November, 

the IDA hosts an educational webinar, 

with topics ranging from best business practices 

to marketing strategy to technical detailing 

skills. A few recent presentations have covered 

business ethics, determining your shop rate, 

and the value of traditional marketing methods. 

These webinars are hosted by experts in 

the field, many of whom have helped build 

the industry from the ground up. Attendees 

are given the chance not only to ask questions 

to the presenter and receive answers in 

real time, but also to interact and chat with 

other attendees and learn directly from their 

peers. Because of the open exchange of information, 

attendees can be confident they will 

always come away from a session with newfound 

knowledge to apply to their businesses 

or careers in general. 

As an exclusive IDA member benefit, 

webinar registration is offered free of charge 

(non-members can register for $25), along 

with access to a complete archive of webinar 

recordings. The replays can be watched 

whenever and wherever is convenient for the 

viewer, making it a great option for those 

busy on-the-go detailers who cannot attend 

the live webinar or those who just simply 

want to watch it again. Currently, there are 

more than 40 recordings available, with a 

new one added almost every month. Attending 

live webinars or watching recordings 

(and completing a brief related survey) is an 

easy way for Certified Detailers to earn their 

required continuing education credits for 

IDA recertification. 

If you are interested in hosting a future 

webinar or have ideas for topics or speakers, 

please visit the IDA website to submit your 

proposal or suggestions. 

Educational seminars are not restricted to 

online sessions – you can also find IDA members 

presenting on detailing-related topics at 

conventions and tradeshows throughout the 

year, such as Mobile Tech Expo (MTE) Orlando 

and the Southwest Car Wash Association 

(SCWA) Convention & Expo. Last year, IDA 

members were also invited to give educational 

presentations at the inaugural Mobile Tech 

Expo Las Vegas, including 2019 President 

Jonathan Munsell, CD, and IDA Recognized 

Trainers Jim Lafeber and Prentice St. Clair. 

As with the IDA’s webinar series, typical topics 

range from building and operating a detailing 

business to technical-related sessions. 

Attending educational sessions at detailing-related 

events such as MTE can also earn 

credits for IDA recertification. Up to four hours 

(one credit for each hour) are permitted in a 

day, so at daylong events like MTE’s Education 

Day, it is simple for Certified Detailers to knock 

out half of their biannual required credits in a 

single day. 

Holding educational sessions at large 

tradeshows like this has the added benefit of 

reaching a wide audience, potentially even beyond 

those in the detailing field, thus educating 

non-detailers about the profession. Sometimes 

IDA members present at auto industry 

shows that are not explicitly detailing-related. 

For example, last January, former IDA Tradeshow 

& Education Committee Chair Prentice 

St. Clair, CD-SV, RT, was accepted to speak 

at the National Automobile Dealers Association 

(NADA) Show on the topic of detailing 

faster and better, an important issue in the 

car dealership world. To be able to give such 

a timely and relevant presentation to a room 

full of auto dealers was great exposure for the 

detailing profession and certainly educational 

for those in attendance. 

30 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020 

The IDA Celebrates 

Industry Leaders 

The IDA recently held its Annual Business Meeting 

and Awards Presentation at Mobile Tech Expo in Orlando. 

During the ceremony, the IDA recognized industry 

leaders by announcing the 2020 IDA Award winners and 

inducting the first class of the IDA Hall of Fame. 

IDA Awards 

The IDA strives to recognize individuals and companies 

who go above and beyond the call of duty 

to help promote the detailing community. The IDA 

Awards honor the highest examples of hard work, 

passion, and dedication to the industry displayed by 

detailing professionals across the globe. 

Detail Shop of the Year: Detail Lex (Lexington, KY) 

Detailer of the Year: Claude Harris, Jr., CD (Final 

Appearance Auto Detailing – Santa Fe Springs, CA) 

Detail Supplier of the Year: 

Professional Detailing Products (Canton, OH) 

Mobile Detailer of the Year: 

Pro & Local Detailing Inc. (Westfield, MA) 

Outstanding Service: 

Daniel Baker, CD (Ziebart Corporation – Troy, MI) 

IDA Hall of Fame 

During the meeting, the IDA also inducted the 

Class of 2020 into the newly established IDA Hall of 

Fame. The following individuals were nominated by 

their peers and inducted for their significant and lasting 

contributions to the professional detailing industry 

in the areas of Innovation, Advancement, Education, 

and Leadership. 

Robert L. “Bud” Abraham (Founder, Detail Plus) 

Renny Doyle, CD-SV, RT (Owner, Detailing Success) 

Barry Meguiar (President, Meguiar’s) 

William R. Phillips (Founder, P&S Sales) 

Ed Terwilliger, CD-SV, RT (Instructor, Cypress College)

The IDA frequently recruits members 

to present on behalf of the organization 

at industry tradeshows. If you have a 

topic you are passionate and knowledgeable 

about, keep an eye out for the next 

round of speaker solicitation and be sure 

to submit your proposal. New speakers 

are welcomed and encouraged – attendees 

are always looking for fresh insights. 

In fact, at MTE Orlando 2020, Raymond 

Harrison, Sr. – a 20-year industry veteran 

and first-time presenter for the IDA 

– had the highest attendance of the day 

(it was standing room only) for his session 

on paint correction. This just goes 

to show that it is never too late to begin 

sharing your knowledge and perspective 

with your peers, especially when you have 

years of experience under your belt. 

While webinars and educational seminars 

at tradeshows are great sources of 

education, the IDA recognizes that not 

everyone has the time or money to attend 

these events, so the association offers more 

readily accessible forms of education, 

too. For example, The Detail Dialogue, 

IDA’s free monthly e-newsletter, includes 

helpful business and marketing advice. If 

you have not yet done so, make sure to 

subscribe to the IDA newsletter to receive 

the latest detailing education each month 

straight to your inbox. 

Additionally, in each issue, the IDA 

features an educational article written by 

and for its members, which means you 

are getting information straight from the 

experts in the field, who are looking to 

help make your business the best it can 

be. However, while the IDA’s newsletter is 

public, educational articles are restricted 

to members only. To access the IDA’s archive 

of more than 100 educational articles, 

with a new article added each month, 

please visit the IDA website to become a 

member. Conversely, if you are willing to 

share your expertise with fellow members, 

you can visit the IDA website to submit 

your article for an upcoming issue – bonus: 

writing newsletter articles also grants 

credit towards IDA recertification. 

Another exclusive, members-only educational 

opportunity is the IDA Facebook 

Group. Conversing directly with your 

peers is a great way to learn from others 

who understand your needs and questions. 

The IDA Facebook Group provides 

a space where members can share insider 

tips with one another, ask questions, and 

get instant and honest feedback. Members 

discuss things such as successful marketing 

campaigns, customer conundrums, 

and tools and techniques to take their 

business to the next level. There are also 

several designated groups for the IDA’s 

international Chapters, in which Chapter 

members can converse in their preferred 

language and discuss the challenges and 

highlights of their local market. Members 

also have the ability to chat online via the 

IDA’s website forums or social feed. 

But if connecting online is helpful for 

one’s education, connecting face-to-face 

is even better. Some of the best lessons 

come from informal, in-person meetings 

where participants can speak freely and 

candidly. The IDA provides these types 

of opportunities through member Meet 

& Greets, participation at tradeshows, the 

Annual Business Meeting, and more gatherings 

throughout the year. 

While IDA educational opportunities 

IDANEWS 

are available to all levels of members and 

non-members, the association actually offers 

a student membership to individuals 

who are currently enrolled in a professional 

detailing or automotive restoration 

course at an accredited school or institution. 

That means student members do 

not have to wait until they are owner/operators 

to start taking advantage of IDA 

education – they can learn concurrently 

while still working toward their degree or 

certificate. Interested parties should visit 

the IDA website to learn more about requirements 

and to apply. 

If planning IDA educational offerings 

sounds like something in which you 

would be interested, consider joining the 

IDA Tradeshow & Education Committee, 

which is responsible for brainstorming 

and implementing ways to help you 

learn how to become better detailers and 

business owners. Visit the-ida.com/Get_ 

Involved to volunteer today! 

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