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Spotlight: Rising Tide Car Wash makes waves in social impact

Risingtide
From left, Andrew D’Eri, Donna D’Eri, John D’Eri, Tom D’Eri and Rajiv Chandrasekaran, celebrate ‘Employing the Full Spectrum,’ part of Starbucks’ new ‘Upstanders’ series.

This social entrepreneurial company focuses on employing adults with autism. 

Name: Rising Tide Car Wash

Location: 7201 N. State Road 7, Parkland

What it is: A car wash with a focus on employing adults with autism. 

Website: risingtidecarwash.com

Services provided: Washes, some cleaning services. Prices start at $6 for a simple, basic wash of the exterior and use of a free vacuum. 

How it began: An existing car wash was purchased and renovated in 2012, and then launched as Rising Tide in April 2013 in Parkland. The business gives job opportunities to people with autism. When John and his son Tom D’Eri learned that 80 to 90 percent of adults with autism are unemployed, they set out to change that statistic. The D’Eris researched options and determined a car wash would be the ideal business for creating jobs for people with autism, like Tom’s brother Andrew, who likes structure and performing repetitive tasks and follows safety guidelines to the letter. 

Management team: John D’Eri, CEO; Tom D’Eri, co-founder and COO; Tom Sena, CFO. Dr. Michael Alessandri, executive director of the University of Miami-Nova Southeastern University Center for Autism and Related Disabilities, is an advisor.

Number of employees: 42, with 35 on the autism spectrum. 

Competitors: Others are in the area including Express Car Wash in Boca Raton and Sample Road Auto Spa in Pompano Beach.

Year-over-year: Six months after it started its car-wash operation, the business had tripled its customer base of 35,000 to 40,000 and had its first profitable month in October 2013. In its first full year, Rising Tide did about 110,000 car washes. In its second year, it did 142,000. For its third year, the company projects 160,000 to 170,000 washes. 

Milestone: 

September 2016: Starbucks is highlighting the business in one of 10 videos “about ordinary people doing extraordinary things to create positive change in their communities,” as it says in a news release. The “Upstanders” series, as it’s called, is available through the coffee chain’s mobile app, website (Starbucks.com/Upstanders) and its YouTube account. Starbucks CEO Howard Schultz and Rajiv Chandrasekaran, senior vice president of public affairs at Starbucks and the executive producer of the company’s social impact media initiatives, wrote and produced the series. Shot over two days in August, the six-minute video entitled “Employing the Full Spectrum” shows Andrew D’Eri drying cars and polishing tires with fellow employees at Rising Tide as well as scenes from D’Eri’s family’s home life in Fort Lauderdale. John and Tom D’Eri also are in the video.

Watch video below:

Upcoming: A second location in Margate is planned, with groundbreaking expected in the next two weeks. It’s projected to be completely built in about six months, with a spring opening. The new car wash  will be on 1.5 acres at 2970 N. State Road 7 that were purchased for $1.5 million and will be about one and a half times larger than the one in Parkland. It will cost about $3.4 million to get  it up and running. More than 50 people will work at the Margate location. 

Major keys to success: “You can’t do this without dedicated employees,” John D’Eri said. He cites “the dedication of all his employees, their willingness to follow proper protocol, their desire to deliver value, the fact that they treat clients with respect, value their position in the company and create a culture of acceptance” for the success of Rising Tide.

Strategy for success: John D’Eri said the company plans to replicate the success of the business locally, regionally and then nationally with a hub-and-spoke concept with the Parkland operation as a hub. In addition, he said, the company plans to analyze and use the knowledge gained to produce a superior product and delve into other businesses, using best practices as they relate to people on the autism spectrum — “the autism advantage,” he calls it.

RORY CLARKE

 

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