LOS ANGELES — Enrique Del Rivero’s greatest challenge as a small-business owner is promoting his coin laundry. “I think I’m terrible at it,” he admits.
So when laundry detergent maker Gain approached him about a promotional remodel, he accepted. “I wanted to do something different than what everybody else has done in the past.”
The Los Lavaderos group of four laundries owned by the Del Rivero family is located in the Silver Lake and Huntington areas of Los Angeles. Enrique Del Rivero opened his first store in 1990 at the age of 21. Since then, he has opened five more stores, sold two of them, married wife Ana Maria Ferrer-Del Rivero and raised two children, Analuisa (Ana) and Enrique Jr.
MUSIC MAKES YOU LOSE CONTROL
In Gain’s “Music To Your Nose” campaign, the company partnered with Grammy Award-winning band La Santa Cecilia “to delight consumers with unexpected moments of joy,” according to a press release. The band will perform with multiple events that Gain plans.
Also part of this campaign was the introduction of Gain flings!, a new single-use laundry packet that utilizes Gain liquid detergent, as well as Oxi Boost and Febreze.
“We understand that for many people, laundry can be a tedious chore—especially for those who have to do it outside of the comfort of their homes,” says Diana Bañuelos, P&G brand manager for Gain. “With the help of La Santa Cecilia, we are excited to refresh and transform Enrique’s Laundromat into a space where the community can have a joyful laundry experience.”
In choosing a business to remodel, Gain focused on stores that were in the Los Angeles area and were small enough to benefit from the $10,000 budget, according to Del Rivero. These requirements led the company to choose his Los Lavaderos store at 954 North Virgil Ave.
At this 1,800 square-foot location, there are eight Maytag Neptune and 27 IPSO washers (25-, 40- and 50-pound capacities), and 18 30-pound stacked and three 50-pound single-pocket dryers, all from IPSO.
Check back Thursday for Part 2!
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