Express car wash operators hope to clean up in South Jersey

South Jersey’s about to be hit by a foaming frenzy.

Developers are planning to build automated car washes in more than a dozen area towns, including three in Cherry Hill alone.

The “express exterior” facilities carry vehicles on conveyor belts through dark tunnels filled with suds and psychedelics. The driver and any passengers never leave the car, which glides through cascading water, swirling brushes, roaring fans and flashing lights.

At the end of the tunnel, drivers can regain their senses and head to a free, do-it-yourself vacuum area – or just leave.

More: Tidal Wave coming to Cherry HillThis iconic Cherry Hill restaurant could be demolished to build a car wash

Some of the projects are expected to demolish now-vacant restaurants, like the Cherry Hill Diner in Cherry Hill, Masso’s Deli & Pizzeria in Gibbstown, and a former Pizza Hut in Magnolia.

Others will replace free-standing businesses like a gas station at Route 130 and Kings Highway in Brooklawn; a check-cashing agency on Blackwood-Clementon Road in Gloucester Township; and a commercial complex that formerly held a daycare center, massage parlor and other businesses on Route 70 in Cherry Hill.

And several would upgrade sites with existing car washes – in Cherry Hill, Maple Shade, Runnemede and Vineland.

South Jersey a target for expansion-minded car wash chains

Behind the boom: Several multi-state chains want to grow by bringing express car washes to densely populated South Jersey.

The Take 5 brand, which plans to open at least seven sites here, is "always looking to expand into new markets," said spokesperson Taylor Blanchard.

All of the New Jersey sites are in the development stage, with some expected to open late next year, said Blanchard.

The North Carolina-based business already has more than 350 locations in the United States, "making us the largest express car wash operator by unit count," Blanchard added.

The rival ModWash chain wants to expand its five-unit South Jersey presence with new locations planned for Clementon, Delran, Lumberton, Pleasantville, Sicklerville and Voorhees.

Overall, the Tennessee-based firm plans to open 100 locations this year in New Jersey, Florida and South Carolina.

ModWash, which launched three years ago, has more than 65 locations in 14 states.

Also coming to South Jersey is Tidal Wave Auto Spa, a Georgia company with more than 125 sites.

It plans to develop 100 locations over the next year, including car washes in Cherry Hill and Vineland.

Car wash market 'lagging' in Northeast

While the express model is common elsewhere, “the Northeast is lagging a bit behind,” said Kyle Van Decker, CEO of Spark Car Wash in Summit, Union County.

According to a Census Bureau report, the number of car washes in New Jersey ranked sixth among all states in 2019.

New Jersey then had 604 car washes on a list led by California with 2,025 and Texas with 1,465.

Spark has a site in Sicklerville and two in North Jersey, with plans for a Mount Holly location. The firm eventually wants to have 25 tunnels.

“It’s one of the more vibrant retail industries right now,” Van Decker said of car washes. “It’s really not threatened by e-commerce.”

But the express tunnels, which often employ two or three workers per shift, aren’t popular with prospective neighbors.

A Tidal Wave developer heard concerns over traffic, noise and lighting during a meeting of Cherry Hill’s planning board in February.

And some speakers lamented the loss of the landmark Cherry Hill Diner, which will be razed for the car wash project.

“I understand the diner may be no longer viable but it is part of Cherry Hill’s mid-century suburban history,” said Isaac Segal, who represented the Cherry Valley Neighborhood Association.

“Has any effort been made to find a use … that is more unique to Cherry Hill and not part of a 100-plus chain of car washes?”

Planning board Chairman John Osorio, describing himself as a diner regular, said he’d like the restaurant to continue.

“But the owner of the diner chose to sell the diner and the applicant is putting a use there that is permitted,” Osorio said.

“Well, that’s unfortunate,” Segal replied.

Big money behind the push for car washes

Firms are fighting for prime locations, observed Van Decker at Spark.

“The goal is to be at Main and Main,” he said.

“Three or four car washes” competed for a pad site at Timberline Plaza in Mantua, said Mark Handwerker of The Goldstein Group, which owns the Woodbury-Glassboro Road complex.

“There is now a lot of capital behind this,” Handwerker noted.

Mantua’s zoning board approved a proposal for the site in January, although a resident at the meeting complained that would put two car washes within a mile of each other.

“Each building takes about $3.5 million to $4 million to build,” said Karen Hutton, president and CEO of ModWash’s parent firm. “Permitting and construction takes about 14 months.”

Her construction firm, Hutton, launched ModWash three years ago after previously building for other operators.

ModWash, which operates a car wash in Vineland, has sued to block approval from the city’s planning board for a Tidal Wave in the municipality.

The case is still pending.

“If someone comes up on top of us,” said Hutton, “we don’t have a choice but to compete.”

Jim Walsh is a senior reporter with the Courier-Post, Burlington County Times and The Daily Journal. Email him at jwalsh@cpsj.com.