You won’t be greeted by balloon monsters blowing in the breeze at Tustin Auto Center. You won’t find blowout sales signs posted in the center, either.
“We consider ourselves the Nordstrom of auto centers,” said Mark Parkinson, dealer and president of the Tustin Auto Center Merchants Association.
What you will find: Streets lined with 40-foot tall Palm trees,280 of them,groomed lawns and bunches of pretty flowers.
Every three months the auto center spends $35,000 on flowers.
“We make it like Disneyland,” Parkinson said. “It’s really pretty, a real nice environment.”
The center’s in its 20th year of business.
It contributes $14 million a year to the city in taxes, Parkinson said. It brings in about $1 billion in taxable sales annually and employs about 800 people, he said.
The center,made up of 14 dealers,altogether spends $80,000 a month in advertising, according to Parkinson. It also contributes to charities in Tustin such as the Boys & Girls Club, he said.
The Tustin Auto Center’s annual budget is $1.2 million for expenses such as maintenance and upkeep.
The center’s dealers all sell used cars online. A local ad agency handles the Web site.
The agency also places ads for the center, mostly on the Internet and radio stations such as 102.7 KISS FM and KFI AM 640, Parkinson said.
On the morning commute most people listen to talk radio or news, he said. Newspaper advertising is dwindling, though the center still does some, he said. Each dealer also has its own ad budget.
As a group, the 14 dealers are investing $35 million in a seven-floor parking structure for new-car storage and employee parking.
Last year, the center bought a $700,000 billboard along the Santa Ana (I-5) Freeway. The General Motors dealer just added a Hummer franchise,there are 20 franchises or auto brands altogether. But space is tight at the auto center.
There’s not much the center can do about that, other than build up, Parkinson said.
Parkinson has been the association’s president,a volunteer position,for several years now. The association runs like a condo association, he said. Each dealer has a director on the board.
The dealers meet once a month for about two hours with an itinerary. They talk about maintenance, lighting and insurance as well as other things.
Each month, dealers send in their checks to the association. Fees are based on square footage and sales, he said. Although the dealers are rivals, Parkinson said they all get along remarkably well.
“It is extremely rare you have 14 dealers that get along as well as we do,” he said. “We’re all friends.”
‘Built for a King’
When it comes to perks, Fletcher Jones Motorcars stole the top spot on Edmunds.com’s ranking of “Top 10 Auto Dealership Perks and Palaces.” Newport Lexus was No. 4 on the list.
“Like a palace built for a king,” begins the Fletcher Jones review.
The writeup highlighted Fletcher Jones’ free airport shuttle service, which is offered to customers even when they’re not getting their car serviced.
Edmunds.com touted Newport Lexus’ Four Seasons Hotel feel,an intended element for the dealership that required executives to spend time studying the Four Seasons’ service.
No. 2 was Island Lincoln Mercury Land Rover & Jaguar in Merritt Island, Fla., and No. 3 was Alpin Aston Martin in Los Angeles.
Cartier Redo
Cartier at South Coast Plaza has remodeled, doubling its space to 2,700 square feet. The redo, part of a national makeover of all Cartier stores, makes way for more products such as watches and perfume. The boutique has one-of-kind jewels as well as collections, including Panth & #233;re de Cartier, a set of several rings that feature panther heads. Cartier has 33 stores in the U.S.
Material Girl
M by Madonna, a new clothing line by the Material Girl, is set to be sold at H & M; stores in March. H & M; opens at Irvine Spectrum Center and South Coast Plaza next year.
Bits and Pieces:
The Market Place has opened a new store for the holidays, Calendar Club. The seasonal store sells bunches of calendars Yard House Restaurants LLC founder and Chief Executive Steele Platt is bringing a Yard House restaurant to Fashion Island in August, totaling 15 restaurants now. About 12 restaurants are planned to open in 2007 Fuzziwig’s Candy Factory, a self-serve candy store, and Bellini Baby & Teen Furniture recently opened at the Irvine Spectrum Center Bears, Buddies & Toys has opened at Westpark Plaza in Irvine. The children’s store sells clothing, toys and books. Similar to the Build a Bear store, kids can put together and dress bears and dolls. The store also hosts parties Elle H, a clothing, jewelry and accessories boutique, has opened in Laguna Beach at 1833 S. Coast Highway.
