My Biz: Paying attention to detail

MARION — Making used cars look new keeps Spencer Olmstead busy, but he’s looking to get even busier.

“On a good day, I can get roughly six cars parked here,” Olmstead said, nodding toward a black Tahoe parked in his wash bay that’s tucked into a Marion light-industrial neighborhood. “Our dealerships are what’s keeping us afloat, but it’s not like we can say we’re financially free.”

Contract work for several local dealerships has carried much of Olmstead’s business since he launched Magic Detail & Wash in March 2022. His focus this year is bringing his trade to the motoring public.

“My next step is I want to be known,” he said. “I want everybody to see what we do and who we are.”

It’s the latest stage of the business education Olmstead, 32,, has experienced since striking out on his own.

“The thing that really was challenging was jumping into a business without the (business) knowledge,” he said. “Getting your EIN (employer identification number) and getting all the business certification was the hard part. We weren’t taught that in school.

“That was the real challenge for me, trying to figure out how to make a business, how to really turn it into your own.”

‘Basic knowledge’

Olmstead’s education in cleaning and detailing vehicles began when he was a teenager growing up in Marion and Cedar Rapids.

“I started at Mr. Car Wash when I was 16,” he said. “That’s basic knowledge. I worked there for seven-and-a-half, eight years. That’s where I figured I could grow with this area of expertise.”

Olmstead built his skills through classes provided by product manufacturers and the International Detailing Association’s classes and competitions. He holds IDA certification in ceramic coating and is working toward full IDA certification.

“They test your knowledge of detailing, your interior detailing, your paint correction, the chemicals,” he said. “The list goes on, but it’s basically saying ‘I know what I’m doing, I’m a professional. I can make your car look new.’ ”

Dealers’ cars like the black Tahoe get “a very standard detailing process,” Olmstead said.

“We do a very thorough shampoo and interior cleaning, windows, condition all the vinyl and give it the UV protection,” he said. “On the outside, we give it a basic wash, a nice little wheel clean and a clay bar wax. Then we throw a wax on it which protects it for the few months it sits on the lot.”

Long-term protection calls for application of a ceramic coating that bonds to the factory finish, protecting it from debris and damage. The coatings last for one to five years, priced accordingly.

“We understand it’s not financially for everyone,” he said. “It can cost you up to $3,000. We charge as little as $200. The more years the coating is for, the higher charge. For that five-year coating we need to have that car for eight hours.”

Olmstead’s package includes follow-up washes and exterior detailing.

“This will allow you to come back and get cleaned up, and allow us to investigate and see if that coating is holding up like it’s supposed to,” he said.

Winter work

Olmstead is not yet turning away any dealership work, which keeps him busy through the winter.

“When winter rolls around, your mindset when you’re thinking of a detail is, ‘It’s just going to get dirty the next day,’ ” he said. “Winter slows down a lot for us, but winter is also one of the best times to get that protection going.”

Olmstead once managed six employees at a pair of detailing shops — another learning experience.

“You can’t micromanage everybody,” he said.

While he’s currently Magic Detail’s sole full-time employee, he’s looking forward to sharing his experience as the business grows.

“I’m trying to get to the point where I can hire more people,” he said. “I like training, I like passing the knowledge along. I’m trying very hard.”

Know a business that should be considered for a “My Biz” feature? Let us know by emailing mary.sharp@thegazette.com.

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