Since the second location of Palms Car Wash opened April 27, owners David Beseda and Russel Moore have been branding their business with a new mascot and sponsoring community events in Northwest Austin.
The business has sponsored events for Cypress Elementary School’s Winter Wonderland Carnival and Anderson Mill Limited District’s Fourth of July to become part of the community, General Manager John Pinson said.
Palms Car Wash also designed a new mascot named Soft Foam Jerome to build the brand and inform customers about the company’s soft-foam technology, which is gentler on vehicles.
“I think we have a really good reception from the community,” Beseda said. “People seem to be pleased with what we are doing.”
At the Northwest Austin location, the car wash uses a system to recycle its water for the car wash, a business practice Beseda considers to be important during the drought.
“They are costly systems and take a lot to maintain, but especially with what Austin is going through with water issues, we felt it was really important for us to do what we could,” Beseda said.
Customer demand is what led to the opening of the second car wash.
“I always felt like at some point we needed to go north,” Beseda said. “We should have done it a long time ago.”
Palms Car Wash offers waxing, carpet shampooing, seat cleaning and free interior vacuuming. Beseda and Moore also have a location on Brodie Lane in South Austin.
Palms Car Wash, 13691 N. US 183, 512-730-1818, www.palmscarwash.com, Hours: 8 a.m.—6 p.m. daily