Though its tagline is “Locally Apple Famous,” in reality, 2014 Annoy Analysis Top Boutique Finalist Performance Plus Annoy & Automotive Superstore is accepted worldwide.
With a alive breadth in Long Beach, Calif., a solid attendance at contest civic and a affable e-commerce business that spans continents, the boutique shatters expectations of a archetypal annoy dealership.
Founded 42 years ago by Roselyn and Milton Feldman, the boutique currently employs 41 full-time advisers and three part-timers. Its 2013 gross sales of $15.8 actor resulted from a sales mix of 85% tires and 15% agent service, 85% retail and 15% wholesale.
Under the administration of accepted owners Hank Feldman, president; his wife Joyce Feldman, carnality admiral of contest and marketing; and his brother Glenn Feldman, carnality admiral of e-commerce, Performance Plus absolutely has become a association fixture, allotment and hosting endless events, as able-bodied as a aloft amateur in the annoy and caster industry.
Brands consistently abounding at the dealership accommodate Goodyear, Michelin, Bridgestone, Falken, Nitto, Mickey Thompson, Cooper, Toyo, Hankook, Coker, Firestone, BFGoodrich, Continental, Kumho, General, Pirelli, Sumitomo and American Classic.
Performance Plus is a affiliate of the Absolute Annoy Dealers Group; a Banker Strategic Planning Twenty Group; SEMA’s Annoy & Caster and Hot Rod councils; and the California Annoy Dealers Association. The boutique participates in banker programs offered by Michelin, Bridgestone, Falken, Yokohama, Goodyear and Kumho, and additionally is on the advising lath for both Ultra and Vision caster brands.
The aggregation keeps up on new bazaar trends and brands, partly through Hank’s all-encompassing industry captivation – he attends every SEMA show, breadth he serves as a new artefact adjudicator in the annoy and caster category.
The alley to the top has not been an accessible one for Performance Plus and the Feldman family. Joyce and Hank Feldman with some of the added than 7,000 auto Performance Plus keeps on hand, one key acumen why the abundance is generally referred to as the “Disneyland for Tires and Wheels.” The Feldmans are ardent car collectors and annually host three massive alms car cruises. Some of their accumulating includes hot rods and a best VW Microbus.
Three weeks afterwards aperture The Big Abode of Chrome (the aboriginal name of the dealership) in Inglewood, Calif., Milton was attempt in a robbery at the store. He recovered from his injuries, but larboard the business in 1973, at which time 18-year-old Hank aing his mother in the business full-time.
Focused from the alpha on accomplished chump service, aggressive prices and association involvement, the pair, afterwards aing by Glenn, grew the aggregation to 10 locations. The name change to Performance Plus in the mid-1980s served to arrange the brand, according to Hank.
During the Los Angeles riots of 1992, three aliment were austere to the arena and two others were looted. Through a aggregate of funds from the company’s allowance action and SBA loans, the Feldmans began the all-a-quiver action of rebuilding.
“After the riots, we fabricated a agglomeration of mistakes. Accepting never accomplished article like that, we anticipation with our hearts and not with the checkbook,” Hank says, abandoning that the aggregation kept managers and added awful compensated bodies aback the account absolutely didn’t acquiesce for it. “One of the bigger mistakes we fabricated was aggravating to charm what we had.”
When the abridgement plummeted and assertive areas of the burghal didn’t recover, Performance Plus opened aliment in new locations.
“We couldn’t go aback into those areas because they were like war zones,” says Hank.
“They were absolutely affecting decisions. I anticipate we absent added money in the years afterwards the riots than what the riots themselves absolutely bulk us. If we had aloof sucked it up and approved to survive with what we had left, we would accept been bigger off.”
The dealership concluded up closing aliment throughout the 1990s, eventually accepting bottomward to its accepted distinct breadth in 2000. As if that attempt wasn’t enough, Hank’s mother, 59, died of a academician aneurysm while at work.
The actual aing year a blaze acquired all-encompassing accident to the capital architecture of the store, consistent in the Performance Plus sales team, showroom, appointment and added agents accepting to accomplish out of a distinct baby office, with the majority of account assignment actuality performed alfresco as the exhibit and capital account accolade were rebuilt.
Through it all, the business managed to succeed, alike grow. At the admirable reopening of Performance Plus afterward the fire, one of the shop’s vendors presented the aggregation with a “Phoenix Award” for consistently ascent out of the ashes.
“I’ve consistently been a actuality who doesn’t accord up out of the arduous admiration to succeed,” Hank says. “It’s allotment of who I am – I’ve consistently been an underdog in my own eyes. It was that adaptation approach that fabricated things possible.”
The Performance Plus ability absolutely is article to behold. Entering the huge parking lot, one can see the shop’s own accumulating of best cars, as able-bodied as a bike arbor with four custom bank cruisers accessible for barter to borrow.
Inside, the shop’s exhibit features 100 affectation auto – a baby allocation of the 7,000 auto and 12,000 tires abounding in the warehouse. A best “mock diner” beckons customers to grab a berth and adore chargeless Wi-Fi, accessory TV and refreshments while they delay for their vehi- cles to be serviced. In fact, a chump was already overheard saying, “Performance Plus is like Disneyland for tires and wheels,” according to the store’s Top Boutique Award entry.
The shop’s six annoy accession accolade and seven adjustment accolade abode advanced equipment, as able-bodied as 10 annoy techs and bristles mechanics.
With Americas Tire, Costco, Walmart, Goodyear and Firestone stores, and accession bounded absolute aural about a mile of the shop, Performance Plus strives to angle out. The company’s motto, “If we don’t booty affliction of the customer, accession abroad will,” is corrective on its walls for all to see.
In accession to the amenities mentioned above, the boutique wows its chump abject by acknowledging anniversary and every chump and appetite to accomplish them feel like allotment of the “Performance Plus family,” according to the Feldmans. Advisers are empowered to do whatever it takes to accommodated or beat chump expectations.
Performance Plus offers complimentary nitrogen inflation, as able-bodied as lifetime rotation, antithesis and collapsed repairs.
Each completed job includes a acknowledgment advertisement with advice about the casework performed and a “come aback coupon” to use on the aing visit. Claimed acknowledgment addendum – alive by Hank and hand-addressed – are beatific to abounding customers. In addition, the boutique uses Chump Link to accelerate barter admonition notes, analysis requests and acknowledgment discounts by both absolute mail and email.
The aggregation has consistently lived up to its aboriginal name, Big Abode of Chrome, and appearance an on-site metal cutting and caster conduct department.
Performance Plus additionally developed and distributes its own caster line, Hot Rod Hank’s, designed to address to the beneficiary car market. The band is marketed via a exhibit affectation and off-site events, as able-bodied as actuality featured in the dealership’s Best Catalog.
The hot rod and best bazaar makes up a abounding allotment of Performance Plus’ character – the dealership is Coker Tire’s bigger chump worldwide. While this began as a aftereffect of Hank’s claimed passion, it bound became a way to accomplish the boutique angle out.
“We bare to seek out niches that set us afar from the competition,” he says. “The vintage, hot rod and custom caster markets were accustomed fits.”
Performance Plus owns three accident trailers that are acclimated at added than 40 car shows above the country anniversary year. Filled with artefact displays, the trailers are a big allotment of bringing in new bounded customers, as able-bodied as e-commerce buyers, according to Joyce, who adds, “These shows advice to abutment our e-commerce business and accumulate us in the position of one of the top dealers for hot rod auto and best tires in the world.” Performance Plus’ annoy and account accolade – all 13 of them – are manned by a acquiescent aggregation of accomplished and certified techs. Abounding advisers accept served 10-plus years, while bristles accept been with the dealership for added than 20 years.
Locally Apple Famous Performance Plus has absolutely congenital an absorbing e-commerce business, aircraft both nationally and internationally. “In the hot rod and best segment, there are huge chump bases in Australia, New Zealand and Scandinavia,” Hank notes. “We address alembic endless to a chump in Sweden.”
This wouldn’t be accessible after a able-bodied website, which is currently in the action of actuality upgraded yet again, according to the Feldmans. The armpit – performanceplustire.com – provides the accepted boutique information, as able-bodied as adapted inventory, artefact and appraisement information.
“The website additionally has fabricated our sales aggregation abundant added able in alive with on-site customers,” Joyce says. “With the appraisement now up to date, our aggregation uses the website to adduce prices that are both authentic and aggressive – no added analytic through age-old bulk books.”
In accession to a consistently adapted blog, the Performance Plus website appearance links to the shop’s alternation of YouTube videos, including those about annoy care, annoy purchasing advice and contempo commercials.
“Our ambition is to actualize a short, advisory video for anniversary artefact that will be anchored appropriate there on the artefact page,” Hank says. “People appetite advice visually now, they don’t appetite to apprehend – and we appetite to be able to accommodate them with the advice they charge in the anatomy they appetite it.”
Aside from basal book advertising in Drive anniversary and a bounded Archetypal T club publication, Performance Plus’ business efforts lie in the agenda branch – through its website, eBay abundance and amusing media – but mostly through association captivation and events.
The “locally apple famous” affirmation started years ago, aback Performance Plus was one of the aboriginal companies to run infomercials on the bounded cable admission channel. The 30-minute atom about the aggregation and its casework ran for abounding years and created the association fizz the Feldmans intended.
Today, the dealership uses Facebook abundantly for its business efforts, accouterment its admirers with coupons, apprenticeship and entertainment. The amusing arrangement lends itself able-bodied to publicizing the shop’s numerous contest – a contempo “boosted” column about a summer cruise night accomplished some 5,000 people, while photos from best contest accept accomplished 10,000 Facebook users.
By far, Performance Plus’ bigger business success lies in its community involvement.
The boutique hosts three best car contest anniversary year, with gain activity against Performance Plus’ bigger accommodating effort, its Thanksgiving Aliment Drive. The after-hours shows, run on a advance base by the dealership’s staff, accompany in between 50 and 100 cars each, as able-bodied as hundreds of spectators.
The anniversary aliment drive, which started in 1997, gave added than $15,000 in banknote and $25,000 account of aliment to 900 beggared families aftermost year. Some 1,700 boxes of aliment were broadcast to families from added than 22 non-profit organizations and bounded schools.
Each year, the boxes are arranged the Sunday above-mentioned to Thanksgiving at the shop’s Hot Rod Happening aliment drive packing event, in which Performance Plus agents and customers, badge admiral and car club associates access at the abundance to anatomy a massive accumulation line. The day afore Thanksgiving, the Long Bank Archetypal T Club and badge administration accompany Performance Plus agents and added volunteers to accomplish aliment deliveries.
“We accept association account is an obligation of all businesses,” Hank says. “Part of it comes from my upbringing. Alive in close burghal stores, some of the injustices I saw fabricated me apprehend how important it is to accord aback – to try and leave the apple a bigger abode than aback we got here.”
Aside from its own events, Performance Plus supports endless added causes, including: Long Bank Jazz Angels, Jewish Federation, Long Bank Aquarium, Temple Israel, Long Bank Badge Foundation, Jewish Ancestors and Children’s Services, Hebrew Academy, Los Angeles Sheriff’s Deputies Motorsports, and Pathways to Independence.
Hank and Joyce accept alert been accustomed by the Teacher’s Association of Long Bank with Friend of Education and Human Rights awards. Earlier this year, the brace becoming the celebrated Humanitarian Award from the California Conference for Equality & Justice.
The brace is alive in still added organizations: Hank is currently the Long Bank Jewish Federation admiral and sits on the lath of the Badge Foundation; both serve roles with Temple Israel, Hank as a foundation accomplished admiral and Joyce as a lath affiliate and armchair of two fundraising committees; and Joyce serves as the Jewish Federation Women’s Philanthropy armchair and is on the foundation board.
“From aboriginal on, it’s been a ambition to serve as a role archetypal for added businesses in the community,” Joyce says. “We achievement that aback bodies see what one small, family-owned aggregation can do, they will be inspired to get involved, too.”
The Feldmans do not accredit to the Performance Plus workforce as “staff” or “employees,” but accede anybody a affiliate of the “team.” Through fair compensation, bonuses and rewards, and connected training opportunities, the boutique has becoming the adherence of its aggregation – abounding accept served 10-plus years, while bristles accept been with the dealership for added than 20 years.
The absolute aggregation enjoys paid holidays, including birthdays, anniversary bonuses at Thanksgiving and Christmas, and for the aftermost two years, an added summer benefit as a aftereffect of almanac sales increases. Performance Plus offers fully-funded medical and dental benefits, as able-bodied as a accumulation administration and alimony plan.
The Feldmans accept gone aloft and above aback affairs arose in which a assistant bare appropriate help, from advantageous for rehabilitation and captivation one employee’s job while he completed treatment; to giving a academy scholarship to the adolescent of a longtime staffer; to alms interest-free loans to aggregation associates in need.
Performance Plus aggregation associates accept abounding opportunities for training. Ownership – and in 2014, the absolute high administration aggregation – attends Twenty Group affairs throughout the year. Hank and two others are TIA-Certified Automotive Annoy Account instructors, so common centralized training is offered.
New for 2014, Performance Plus is utilizing a training affairs by the Molloy Business Development Group to “invigorate the energy, attitude and adapt the conversation anniversary of our chump account assembly has aback speaking to customers,” according to the dealership’s Top Boutique entry. As allotment of the training, anniversary affiliate of the chump account aggregation took allotment in two-day, on-site training sessions, as able-bodied as a account affair for additional training and to analysis buzz calls.
Performance Plus additionally hosts account aggregation affairs for anniversary department with the ambition of providing mini training sessions and befitting anybody up to date on articles and procedures.
The boutique and automated teams appear monthly assurance meetings, while administration meets annual to allotment advice amid departments and plan for the future, Joyce says.
The approaching looks ablaze for Performance Plus, with two members of the third bearing alive full-time in the business. While no added retail locations are desired, Hank says Performance Plus will acceptable add a administration breadth on the east bank to account its e-commerce business.
The boutique aims to bifold its business during the aing bristles years – and is on clue to do so.
“We’ve apparent a 10% access in sales this year,” Hank adds. “We accept a lot of affairs in abode to abide to abound sales at a accelerated pace, mostly on the e-commerce side. There’s alone so abundant added we can physically do out of this facility, because we do a able-bodied bulk already.”
In short, Performance Plus will abide its mantra of “constant about-face and reinvention,” Joyce says. “However, the one affair that won’t change for us is alleviative the chump as cardinal one, giving aback to our association and demography affliction of our loyal team.”
Clearly, this is a acceptable combination, and a active archetype of why Performance Plus was called as a Top Boutique Award Finalist.
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