Mac annual Meeting & Marketing March/aprIl Workshop...

www.midatlanticassociation.org

Mid-AtlAntic AssociAtion of cleAners / www.MAcAssociAtion.org / 800-235-8360

In thIs Issue

President’s Message .........................3

2015 Summer Board Meeting Set for May 30 .......................................3

Industry Spotlight: Telly Svingos, Victor’s Cleaners ......4

Be Your Companies Best Spokesperson ...................................5

New MAC Webinar on Route Development .........................6

Hanger Recycling Program Continues to Grow ...........................8

The How and Why of Investing In Your Employees ...............................9

MAC Participates in DLI Partnership Summit ...........................................10

Allied Trade Members ...................11

March/aprIl2015

Mac annual Meeting & Marketing Workshop Great success

MAC reCently held A MArket-ing workshop in ConjunCtion with its its AnnuAl Meeting At the puritAn CleAners in riCh-Mond, VA.

The program featured a plant tour of Pur-itan Cleaners’ Midlothian location, which features 100% drive-thru service. The MAC members in attendance spent about an hour going through the processes and the equipment -- exploring alternative ways of doing business.

“It is really impressive”, offered MAC President Dianne Chatelain, “to see how such a successful company runs and handles the work flow. Many of the members who were in attendance were interested in the assembly-assist and automated service that Puritan has put in place.”

annual MeetInG hIGhlIGhts The Board unanimously elected Dianne Chatelain to serve an additional 1-year term as President. Jamie Albano was elected to continue on as Vice president, and Russ Kaplan will continue his work as Treasurer.

“I am impressed with the dedication the Board Members have shown to the Association, and to the industry,” offered MAC Executive Director Peter Blake. “MAC members should be very grateful for their continued service and for the great progress in upgrading MAC’s programs and services. I see MAC continuing to grow and strengthen over time, and much of that success is really attributable to a hard working core of volunteer leadership.”

purItan cleaners MarketInG WorkshopCertainly the highlight of the day was a marketing workshop presented by Norman Way of Puritan Cleaners. Those who were able to make it were treated to a glimpse inside the marketing strategies of one of the for-most respected companies on the east coast. From their belief in exceptional customer service to a company-wide philosophy of building a relationship with the consumer, Puritan cleaners is renowned for their marketing success.

For more information and pictures from the event visit us at www.macassociation.org!

March/April 2015 / 3

Clean Show is a Must!hAVe you MAde your plAns to At-tend the CleAn show April 15 - 19 in AtlAntA, gA? if you hAVen’t tiMe is running out And you won’t wAnt to Miss it.

I can’t stress enough how valuable of an event this is, and the fact that it is closer to us than any other venue makes it a unique opportunity for MAC members.

As a drycleaner, I know I can’t afford to miss events like this whenever possible. Not only will I see all the new innovations of the industry, but I will also be treated to a weekend of learning and socializing. The DLI Member Reception on Friday Evening, April 17 at Ventanas, rooftop, of the Hilton Garden Inn will be a great time, and a perfect opportunity to meet members from all over.

Our Executive Director, Peter Blake, will be spending a lot of time at the DLI Booth so make a point to stop by and say hello. Introduce yourself to him and learn about some of the new programs and services MAC and DLI have to offer. Make sure you are getting the most from your membership investment. Sometimes we get bogged down in our own day-to-day operations, and we can’t see the light at the end of the tunnel. Sometimes we drycleaners feel that there is no way we can get away, and we can’t af-ford to attend. Well -- believe it or not -- attending these events is vital to your success. It is true, it is VITAL. You learn ways to improve your business during the workshops. You learn how to better manage your time, and your staff, to make it easier to attend these things in the future. You are exposed to all the new and innovative technologies, products and services on the show floor.

I know that these type of events always rekindle my love of the industry and I return with a new outlook on the business and ways I want to change things and improve things. I know that whether it is me, or key staff, knowledge is key to success. Seeing and experiencing what is new in our industry can only make us all stronger and better prepared for what the future holds.

Mark it down now! You can’t afford not to go -- so make your plans, and I know you won’t regret it! Hope to see you in Atlanta.

president ’s MessAge. . .

Dianne Chatelain

MAC offiCers & direCtors 2014-2015

ChairmanMike McKay

Dryclean and Shirt Salon Cumberland, MD

PresidentDianne Chatelain

Presto Valet Alexandria, VA

ViCe PresidentJamie Albano

Albano Cleaners Norfolk, VA

treasurerRuss Kaplan

Zips Drycleaners Damascus, MD

Board of direCtors

Buddy Gritz Alexandria, VA

Ben Johnson Americlean

Williamsburg, VA

Patrick Dunlap Classi Cleaners Alexandria, VA

James Crowder Edmondson’s Cleaners

South Boston, VA

Sally Veach FRESH Dry Cleaners & Laundry

Woodstock, VA

Charley Young Peter Pan Cleaners

Charleston, WV

Dan Criswell Prince George Cleaners

Prince George, VA

Thomas Williams Suffolk Quality Cleaners

Suffolk, VA

Telly Svingos Victor’s Cleaners & Launderers

Huntington, WV

allied trade direCtorsJack Belluscio

Caled Chemical

Tom McAllister Kreussler, Inc.

James Just RR Street & Co.

Dwayne Gwaltney Phenix Supply

DLI DIrectorsDave Beatty

Murrysville, PA

Buddy Gritz Alexandria, VA

Dianne Chatelainpresto Valet

703-998-6464 / [email protected]

the Mid-AtlAntiC AssoCiAtion of dryCleAners QuArterly BoArd of direCtors Meeting

May 30, 2015: 8:30 am - 12:00 noon.

Charlottesville, WV

4 / Mid-AtlAntiC AssoCiAtion of CleAners

aristotle “telly” svingos, Victor’s cleanersspotlight on leAders in the industry. . .

ViCtor’s CleAners whiCh stAr-ted As A sMAll hAt shop with A shoe shine stAnd in 1911, hAs en-dured As one of huntington, wV’s oldest Continuing fAMily Businesses.

Aristotle “Telly” Svingos, together with his sister Joanna are continuing the family tradi-tion of hard work, passion and dedication to serving the community.

When Telly’s father Lambros retired, Telly and Joanna bought it from their father and it moved Victor’s Cleaners into the third gen-eration of the family. Telly grew up in the business and the industry learning from both his father and grandfather the value of hard work.

Telly’s father always instilled in him the need to be present in the business -- to be working it. His thought is if you are not in it -- you will lose it. He and Joanna have been living that motto ever since they were entrusted with carrying on the family legacy.

“If you can walk” joked Joanna, “you can work in the drycleaning business in the fam-ily. We have been involved since we were 12 or 13. Both Telly and I love this business. Not just for the great life it has afforded us, but also for the rewarding feeling we get from our loyal customers. We are always here, always working on premises because we truly love it.”

Telly to this day still loves cleaning and blocking hats. We still have shoe repair, only recently farming out the cobbler work.

stronG sense of coMMunItyTelly first joined the MAC Board of Directors during the spring of 2012, but he has always been a strong supporter of trade groups like MAC, DLI and the West Virginia Laundry and Drycleaners Association (WVLDCA) of which he has served as President.

Telly has always believed in service to the industry. Groups like MAC and DLI epitomize that need. These groups serve as the watchdogs for our industry. They also serve as an information clearing-house for members to learn about new techniques. tech-nology, and trends. Membership is important not only for personal growth -- but for support of the drycleaning community. Telly has a very strong sense of community -- both with the industry, as well as in Victor’s Cleaners home community in Huntington, WV.

Telly is passionate about the industry, and about his business. A staple in the community for over 100 years, Telly is proud of Vic-

tor’s Cleaners reputation. He loves every bit of the industry and takes great pride in the work he does. He is a strong willed person who is passionate about doing the job the right way.

lIfe aWay froM the cleanersWhen you are as dedicated as Telly is to his business, moments away from the the business are few and far between. When he has been able to pry himself away, he has taken great pride in time with family. He is devoted to his family. He has a set of twins who have both gone on to be very successful in their own careers, and another daughter set to graduate from High School. He has coached softball for his daughter’s team. He was a proud parent as his son went on to play Basketball in College. He himself was a high school wrestler who went to the state championships.

He is extremely active with his church and plays a big part in the annual Greek Festival in the fall.

Unfortunately, shortly after joining the MAC Board, Telly took ill. He had to step away from the business and the industry. He strives to come back, and as health allows, he still keeps his hands in the business and returns to the plant whenever possible.

His hope is to return to the business full-time eventually and his faith keeps him moving forward with a positive outlook.

(From top left, clockwise) Escorting his daughter Simone at Homecoming, With son Lambros letting him know where his good looks came from, Telly’s Titans -- his family giving him strength, and where he feels at home... at Victor’s.


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grAssroots MArketing CAn pAy huge diVidends for your Business.

The old adage “word of mouth” is as true today as it was in the past-- only the voices and methods have changed. In today’s world you have to be more creative in your approach, and use more of the tools available to you.

What if I told you you could in-crease your sales by an average of $1,000/month by investing only 2 hours a week? Pretty good return isn’t it? This is the real-world results of one drycleaners experience with Business Networking International (BNI). BNI is just one of many similar business net-working groups. The same principals can work for Chambers, Rotary Clubs, and other civic and business development groups.

hoW It WorksBNI meets once per week for an hour and half. Each group is made up of one company from one business sector. You have one dyrcleaner, one insurance person, one construction company, etc. The purpose of the group is for each member to be a spokesman for the other members in the group. The group meets weekly and each week every member gives a one minute description of their company and/or service. Then, armed with the information, each member proceeds to sell and promote the other members to every-

one they know. They track their sales from referrals and quantify the results of the group.

One cleaner I know is heavily involved with BNI for a little over 2 years now and as a direct result of the group -- he is now seeing well over $1,000/month. That is just from direct BNI referrals -- not including referrals from new customers obtained by BNI. It has been a great route development tool.

The cost of BNI membership is approximately $450/year. Seems like a small price for the potential impact on your business. As you get acclimated to your group, the rewards can be felt pretty quickly as each and every week you are re-educating your new “sales force” about the benefits of your business. Just as they are promoting your company, you in turn will be promoting theirs. The effectiveness of this new “word of mouth” advertising can be dramatic.

One of the hidden benefits to groups like BNI is that it makes you more comfortable speaking about your business to strangers and acquaintances. If helps train you to talk about your own business. One would think that it would be second nature, but to many it is way outside their comfort zone.

Word of mouth is still the best marketing -- but today it is more important than ever for you to be the spokesperson. For you to spread the word. Go out and get involved in the community and business groups and make sure your business is synonymous with drycleaning in your town.

Be your company’s Best spokespersonBusiness deVelopMent. . .

written by peter Blake, MAC executive director


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MAC hAs teAMed up with the route pro, jAMes peuster, to de-Velop A new we-BinAr designed for your entire route deVelop-Ment teAM. the

progrAM will Be on thursdAy MAy 14th At 2:00 pM.

This webinar is geared for owners, managers, and all sales staff. James will share some of the basic, yet essential, strategies of Route Development. This webinar is for anyone who wishes to increase their route sales and who feel like they may be missing the extra edge to grow.

“We are excited to be able to present this opportunity to MAC members,” commented Tom Williams, MAC Education Co-chair. James is known nationwide as the leading expert on route devel-opment and route sales. He has done presentations around the country and we are excited to be able to present our members with this opportunity to learn from the expert.”

The program will feature discussions of some of the core strategies

for route development and growth including:

• How to get and keep staff motivated

• How to hold your team accountable

• 10 things to increase sales

• Effective Marketing materials & tools

The program will be held from 2:00 PM - 3:30 PM. The cost for MAC/DLI members is $20/Connection and $40/connection for non-members.

to reGIsterTo register, call MAC at 800-235-5360 or visit us at www.macas-sociation.org to download a registration form.

Seats may be limited so don’t delay, register today.

This is the first in a series of webinars being explored by MAC. Next up will be a customer service program currently being de-veloped. Keep watch on MAC’s website for updates.

Quit Driving in circles and spinning your Wheelsnew MAC weBinAr . . .


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• Two free analyses and reports onany items at DLI’s Lab each year

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• Monthly Heads Up! for this ProblemGarment alerts

• Free DLI Certification registration& renewal

• Free Drycleaning PerformanceEvaluation test swatch & report

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free hanger recycling program continuessinCe 2012, dli MeMBers hAVe pledged to re-duCe steel hAnger wAste By 90 Million hAngers or 2,710 tons of steel.

That’s 5,420,000 - al-most five and a half mil-

lion - pounds of steel. Let that sink in for a moment. We know it’s only a small dent in the grand global total, but it’s something to feel good about.

To put that into perspective, consider that the blue whale, the largest living species we know, can weigh as much as 150 tons or more. By the end of 2015 DLI members will have saved 3,900 tons of steel or the equivalent weight of 26 full-grown blue whales.

We’re aiming to increase our total by 40 million more hangers and 1,200 more tons of steel by Earth Day 2015. By recycling hangers DLI members gain publicity, prevent waste, and save money. If you signed up previously, please renew your pledge at www.dlion-line.org/Hangers to receive your updated promotional materials. You may adjust your pledge by contacting Fran at [email protected] or calling 800-638-2627.

JoIn toDay or reneW your pleDGe free at WWW.DlIonlIne.orG/hanGersAll participating DLI member cleaners will be listed on DLI’s web-site. North American media outlets have been sent a news release with links to this page. Posters and other materials are sent auto-matically by e-mail after a new participant registers. Registration is absolutely free. In order to keep the cost free, DLI is providing the materials in digital form only. Participants may professionally print the materials at their local copy center and are encouraged to print in whatever size they wish for in-store display.

Participants are encouraged to make mention of the program in advertising and correspondence with customers to let them know what they are doing to recycle and help the environment.

Participating cleaners are also encouraged to work with groups such as scouts, schools, or religious institutions in their areas. Every little bit helps and partnering with groups spreads aware-ness about the participating cleaners effort, thus accelerating the achievement of the goal.

“This program is designed to help the environment, customers, and cleaners,” said DLI CEO Mary Scalco. “Our first three years with this program were remarkably successful and we’re certain

we can reach the new goal by Earth Day 2015. We’d like to see that number continue to grow as awareness of the program spreads.”

“Most drycleaners already recycle hangers. It just makes good sense to do so,” said Jon Meijer, DLI Membership Director. “Now we’re asking cleaners to track the number of hangers they reuse or recycle and report it as part of this program.”

Cleaners participating in the program pledge to reuse hangers whenever possible and recycle unusable hangers with local steel scrapyards. Participants will be asked to track the hangers by es-timated count. Cleaners will report their recycling numbers to DLI for inclusion in the program’s grand total, which will be reported to national media. DLI will provide local-level publicity support and in-store materials cleaners can use to raise awareness of the program.

The program is open to DLI member cleaners only. DLI member cleaners can sign up in the members only section of DLIonline.org or by contacting Fran Johnson at DLI for more information, 800-638-2627.

reCyCling inforMAtion. . .


it’s no seCret thAt MAny of you struggle to find And keep good eMploy-ees. in fACt, we often hire when we Are desperAte And then hope And prAy the they will reACh their perforMAnCe stAndArds.

Whether you are starting a route or have 5 vans out there, you want and need top talent to grow and add value to your company. Company

culture, productivity, and overall employee happiness stem dir-ectly from how much training, responsibility, and empowerment you have. With the growing need for route drivers and the escal-ating trend of high turnover rates, it’s more important than ever to be investing time, resources, and money into your employees. Instead of spending endless amounts of dollars to hire and retrain new employees, dry clean owners need to focus more on how to hire and retain top talent.

Additionally, dry cleaners who are starting routes simply cannot afford to have a high turnover because of a lack of cash flow early on. Avoid high turnover rates and invest in your team with this in mind.

hIre for WIllInGness, traIn for skIlls & capaBIlItIesI heard this saying early on. Just because someone’s skills are a perfect fit does not mean they are a perfect fit for your company.

In interviews, besides asking about a candidate’s qualifications, I like to figure out what type of person they are, what they like to do outside of work, and what their true passions are. It’s much easier to teach someone a skill if they are willing and motivated than it is to motivate someone who has the skills — or worse — try to change their personality or workability within the company. This is why we recommend DISC profiles and MOTIVATORS. This allows both you and I to look into the soul of the potential hire.

expect to succeeD.One of the biggest reasons people leave a job or are unhappy with their current employer is that they don’t feel challenged or feel like they are experiencing personal growth. Not only do people want to be led, but they also want to feel that you believe in them and want the best of them.

DeleGateGiving responsibility to those within your organization shows that you trust your employees. The goal is to replicate your own

leadership qualities in your organization, and that will not happen without giving responsibility and showing your trust so that they can take themselves, your route and you to the next level.

BenchMarks & accountaBIlItyIt’s important to hold your employees accountable, but it’s also important to be ac-countable to them. Spend time with each employee to ensure that things are going well personally and profes-sionally in their role within the company. This is a great oppor-tunity to work out any problems or issues and, most importantly, a great time to brainstorm ways that the company could be doing things better. Hold weekly route meetings with your route staff. As things start to grow and scale, spend time with your leaders and developers so that they know they are being measured..

Be patIent & flexIBleHold your employees accountable, but also be flexible to their needs, learning curve and initial performance . By creating a flex-ible environment and culture, you can really empower your em-ployees to embrace failure and learn from their mistakes instead of constantly walking on eggshells. Additionally, if you are spending more and more time correcting mistakes, letting people go, and hiring new employees, it will stunt your business’ growth — no matter how well the company is doing.

traInInGInvest in training as if your new employee is an asset, not a liabil-ity. If you look at it as a cost, then you will have a negative attitude towards results. Your expectations may also be too high, thus both parties will be frustrated. Your most important asset as well as your highest line item in your P&L is labor.

Route developers need the proper tools to learn, grow, succeed and stay positive to be a long-term contributor to your business. Don’t have the exiting driver train the incoming hire.

The bottom line is that many of us look at employees and staff members and money going out without analyzing how much they have and still bring in. Employee turnover is costly, time consum-ing and involves a risk of customer turnover as well.

“It is important to hold employees accountable, but it is also important to be accountable to them. spend time with each employee...”

Why and how to Invest in your Biggest asset: your employees

Business deVelopMent. . .

written by james peuster, 21st Century drycleaning


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MAking Asso CiAtions stronger . . .

Mac Participates in DLI Partnership summit

onCe A yeAr, dli And its pArtnering AssoCiAtions CoMe together to disCuss wAys to strengthen their pArtnership And to strengthen progrAMs And serViCes for the MeMBer.

MAC Executive Director Peter Blake took part in the annual JSA Conference, as well as participating in the Cleaning and Launder-ers Association Executives (CLAE) meeting at the same location.

“These meetings are a great benefit,” commented Blake, “and it is a unique opportunity to discuss new programs, services, and new

ways of doing things. It is our once a year opportunity to sit down together and share ideas. To learn from each other ways to make all our associations stronger.”

“I am able to lean on the experiences of people running similar fab-ricare associations from around the country -- and internationally. With Chris Tebbs from IDC and Canada it is a prime opportunity to see what is being done globally and to see early trends and how it can affect our industry here in the states,” continued Blake.

Representatives from across the country took part in the meeting and discussions focused on membership retention and sales as well as educational programming. There was also an in-depth discus-sion on industry trends, threats, and opportunities.

The group as a whole believes we need to study and explore the technology now in use like the prevalent laundry apps like Washio and the new home technology like Swash.

We also need to really explore use of new technology for our members, and to communicate with our members. This is both in association management as well as industry advancement. DLI shared some exciting new advancements and programs that will be unveiled at the Clean Show!


aDco, IncJim Isberg

[email protected]

aMato InDustrIesJoe Amato III

(301)-565-3220

BIll’s coMM. hanD Iron repaIrBill Martyn

(804)-520-2164

caleD cheMIcalJack Belluscio

1-800-OK CALED

central apparel serVIceMason Kirsch

(973) 772-6363

chrIstopher carley, coChris Carley

(410)-781-7145

cleaners supplyJoy Westby

(800) 531-2943

coMputer connectIonsMicole MA

(800) 684-6650

D & r eQuIpMentRick Levine

(202) 832-6660

DIstrIct cleaners eQuIpMent, Inc.Larry Langton(202) 723-7616

ehrenreIch & assocIatesRichard Ehrenreich

(301) 924-9246

enVIroforensIcs Nancy Shields (317) 972-7870

enVIronMental consultantRichard Rasmussen

(804) 725-4265

ezproDucts InternatIonal, IncDiane Rue

(863) 735-0813

farrInGton, n.s. & coDavid Farrington(336) 788-7705

ferGusson MckennaDaniel Kucharczuk

(610) 444-1412

herson supplyRon Herson

(301) 417-1300

herItaGe-crystal cleanJim Skelton

(877) 938-7948

huDson eQuIpMent coMpanyJoe Yuhanick

(800) 684-9838

InDustrIal DIaGnostIcsJason Copeland(410) 923-4236

InteGrys enerGy serVIcesConnor McGehee(603) 263-6901

kleerWIte cheMIcalBuddy Poms

(877) 553-3794

klInGer & assocIates, Inc.Robert Klinger(301) 428-4935

kollMan& saucIer, paFrank Kollman, Esq.

(410) 727-4300

kreussler, IncTom McAllister(813) 884-1499

ku resourcesDon Blackert

(412) 469-9331

M & l supply coMpanyJohn Beradi

(330) 633-6241

MechanIcal contractInG & MaIntenance

Mike Bright(240) 216-4342

Metro-cheMJim Tirpok

(336) 788-7705

Moore serVIcesJerry Moore

(800) 941-6673

phenIx supply co Dwayne Gwaltney

(800) 446-3006

raM leather Mason Kirch

(866) 367-3877

rIchcleanBarry Gilman

(800) 237-5825

sankoshaKen Uchikoshi(888) 427-9120

seItz, Inc.Jeffrey Hoffman(813) 886-2700

spot BusIness systeMsRay Cheshire

(801) 208-2212

staDhaM corp of MDGerald Weinstein(410) 945-5700

r.r. streets & coJames Just

(202) 215-5086

trek 7Kelly Reimers(703) 856-1213

trIaD enGIneerInG, Inc.Dane Ryan

(304) -755-0721

the route proJames Peuster

1-877-DR-ROUTE

usB payMent processInG ne, IncDonny Lala

(410) 828-4286

Va Dry cleanInG eQuIpMent co.Chip Fletcher

(800) 767-1946

WIllIaMs Mullen Channing Martin, Esq.

(804) 420-6422

a.l. WIlson cheMIcal co.Bob Edwards

(800) 526-1188

2015 MAC ’s Allied tr Ades. . .

These suppliers support the work of MAC as Allied trades Members. when you need supplies, equipment or other goods or services, contact a MAC Member first. show them you value their support of the association and the industry.

Amato Industries

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for up to date news and information, visit us at www.macassociation.org

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