| Elevated Image Focus Shapes New Standards |
Efforts to enhance company, as well as industry image has been, for many years, a focal point for portable
restroom operators. Many equate an elevated image, to profitability and a key factor in adding stability to their
growing businesses. While some believe there is an immediate pay off for projecting a positive image, others look to
the future, as family owned firms prepare to pass what they have built to the next generation of portable restroom
operators.
Few, responding to a recent Journal polling see image as a low priority, giving way to an overwhelming push
toward increased public and private awareness in regard to the benefits of portable restrooms.. Most respondents
stated they give image a high level of importance and priority in developing business plans and structures. To be
sure the upward battle has been clouded with the general public’s distaste in handling human waste and the inability
of some portable restroom operators to effectively implement service procedures known to control overuse and
odors associated with portable restrooms.
Standards for handling, usage and odor control have been established by members of the Portable Sanitation
Association International who has made great strides in communicating these standards to health officials and
regulators worldwide. A certification process developed through the association, provides a means of establishing
standard work practices for portable restroom service technicians which further enhances the overall image of the
industry. Established in November,1992, more than 500 individuals hold valid certification status.
In addition, the association is recognized as the credible, authoritative voice of the portable sanitation industry,
providing educational materials to the general public as well as government entities with an emphasis on promoting
safety and health. Guidelines for providing clean portable restrooms are laid out in brochure form and provided to
requesting officials. Working committees within the association include a four-member team assigned to the project
of enhancing image and education while a ten-member group focuses on industry standards and legislation.
When asked about the importance of an image, Tammy Oreskovic of Arnold’s Environmental Services based in
Wisconsin explained, “For us this is really a multifaceted question. We have given the topic a lot of thought and
attention over the last twelve years. From the first day we opened our doors, we decided to approach this business
from a different angle,” she said. “The public’s perception of what we do and what we represent is the key to our
success or failure. We have always been proud of our efforts, and our company. This is what makes the
individuals that work with us, proud of what they do. If that is in sync, the image grows from that pride alone.
Pride in our work and respect for each other, equals an outstanding image in the business community.”
Offering working application on how the company has enhanced their image, Tammy explains, “I am a huge
proponent of advertising. We have spent way more than I can sometimes justify achieving the image we have
developed. We wanted to position ourselves as the company that can deliver our products and services the best.
We have always competed against the low price leader. To not fall into that trap, we decided to take the ‘high road’
which has been a good choice, although, not always easy.” A believer in advertising, Tammy says, “The right
advertising campaign can help turn around any company image. Look at Target. Remember when it was the low
price leader? Now it is perceived as a hip and trendy place to shop. They have also raised their prices, considerably,
but no one seems to mind. Another great retail example is Old Navy. You are paying for image. For the ‘idea’ of
Old Navy.” “Pat & I are involved in local chamber and regional business organizations, says Tammy.” It always
hits home to me, when we have to introduce ourselves to other business leaders who say things like ‘oh, yes
Arnold's, I see your trucks everywhere...they always look so clean. How do you do it?’ Or sometimes people will
comment on our radio advertising by saying ‘I hear your name every morning on the way to work...you have really
grown.’ Community involvement is important as well. Sponsoring local sports teams and fund-raising ventures are
events that get you in front of the public eye in a very positive light. It shows that you are willing to give back to
the community that has supported you. These are things that are helping our image. They may not seem like big
things initially, but combined with other marketing tactics it is what we have used to build a positive image for our
business and hopefully we are able to help chip away at the uniformed and sometimes negative image our industry
seems to have occupied in the public’s eye.”
In California and predominantly serving the agriculture market Bart Walker of Pacific Ag tends to put a high level of
importance on company image equating image with profitability.”We are not the low price leaders in the industry,
nor do we want to be,” explains Bart. “The one thing we have, to sell, is our quality of service. All of our portable
restroom service drivers are advised that they are the company, when they go and service different locations. They
are the ambassadors of the company. I know that sounds like a lofty title, but it is important our drivers understand
the importance we place on service, courteousness and respect. Our team has uniform pants and button down
shirts. All of our portable restroom service trucks are washed and loaded with supplies prior to the days work. We
never have a dirty truck on the road,” says Bart. “Create an image that others want to be a part of, and your
business will be a success,” he closed.
Agreeing with Bart, Dave Holm of Minnesota based, On-Site Services, says “All of our drivers are uniformed,
trucks are painted and lettered in the company colors and every portable restroom has decals on all four sides,” he
said.” Every portable restroom is completely sanitized and all graffiti removed along with any repairs being made,
before the restroom is redelivered.”
“Keeping up a good image is not only in the looks of your equipment which can be very expensive, considering,
painting, upgrading and extra employees needed to keep everything in good shape. It is also in the way you treat
your customers and your employees,” Dave continued. “I am more concerned with repeat business and with
employee moral and retention. When you put it all together, it comes back to you in profitability,” he said.
On the image front, a growing number of portable restroom operators, including Holm, place a great deal of value
on the terms used in conjunction with the equipment rented. This group offers the term portable ‘restroom’ as an
acceptable method of description and encourages the use throughout internal and external company
communications. The move seems to be taking root, as many manufacturers are replacing the term within their
advertisements, as well as literature provided to prospective customers. As part of an interview conducted earlier
this year with Lee Sola of Super Bowl Portable Restrooms in Colorado, Lee described one of his pet peeves as
being the use of the term ‘toilet’ over ‘restroom’. “How can we ever change the image of our industry and enhance
our future as a clean, safe and convenient alternative to plumbed bathrooms if all we think of ourselves is that the
only thing we do is pump out a holding tank? We have trained our customers when they call to use the term
‘restroom’ because everything they hear and see from us uses the word, repetition works. We have taught our
customers through consistent service quality over the years that every portable restroom should be judged by that
standard. It slays me to see, to this day, the number of manufacturers, suppliers and service companies who are
still in the ‘outhouse’ business. If that is how we view ourselves, the public perception of us will never change.”
Concurring with Lee, Barry Gump of Andy Gump, Inc. speaking in regard to image says, “It starts by calling them
portable restrooms, not toilets. It includes personnel being in uniform and looking professional along with being
clean and neat. Trucks and equipment should be well maintained as well as clean and neat. We know what people
think about what we do. Only we can cause them to respect us for being professional and being proud of what we
do by the way we look. The reward is more business and nothing feels better than to have a friend or stranger say
how nice our personnel and equipment looks. Image in this business is everything,” closed Barry.
A number of portable restroom operators have taken a position of not providing services for customers, who with
intent, create over use situations which can erupt, creating unsanitary conditions. At times, contractors and special
event coordinators have demanded less equipment and service than what is recommended with full knowledge that
the cut back in services will have a negative impact. A focal point during the last three years for Mike Thomas of
California-based Thomas Refuse, Mike says “In the past, we would on occasion, provide inadequate service at the
customers request. Two years ago we decided to stand firm on not providing inadequate service, to the point of
providing our competitor’s phone number to those who insisted that inadequate service would work for them. After
thinking the conversation over, most call back, some remarking that it was our insistence that turned their head
away from lower prices to better service.”
From Pennsylvania, Susan Miller of Miller and Sons explained, ”I have turned down jobs, where the customer is
trying to get by without the proper number of units. I have explained that the condition of the restrooms reflects on
us and when overused, give us a bad impression. Even on construction sites, I have told the superintendent that I
want our portable restrooms to be clean enough that a mother riding down the highway with her child can stop by
and use, without hesitation. I also try to have our advertising reflect a professional attitude. In the short run,
profitability may be lowered because I am sure I have lost jobs but hopefully in the long run our reputation gets us
the ‘better’ jobs.”
Second generation portable restroom operator, Jon Sola, from Super Bowl Portable Restrooms, in Colorado puts a
high value on enhancing the image at their company.”Having newer trucks and cleaning them often helps our image
as well as the drivers wearing uniforms.” Jon, agreeing with many other operators says, “Using the term portable
restroom instead of toilet helps with the company image.” Jon is quick to explain, “The customer will be able to tell
by talking with any employee how the company feels about its image. It trickles down from management to each
employee. Image has to be constantly enforced within a company. If people have respect for what you do, you can
charge more for that service. The customer is willing to pay more for better service when they don’t think of you
as a joke,” he closed.
According to Don McAllister of Iowa, based Don’s Johns, keeping a sharp image is a high priority with their
company. Don expressed that he believes there is a correlation between image and profitability. “We are always
looking for ways to keep our image sharp,” says Don. “Decals on the portable restrooms are replaced whenever
they start to show signs of wear. Employees dress and appearance is kept to a high standard and equipment is
cleaned inside and out weekly,” he explained. Currently the firm is engaging in upgrading each portable restroom by
adding hand sanitizers and a decal that promotes other services the company offers including septic service, jetting
and cctv inspections.
Bob DeNome of Crescent Moon in New York attributes profitability to image enhancement.”I place a very high
level of importance on image. It is everything! From uniforms to trucks, graphics, new clean portable restrooms
and high end equipment we have a real focus on the image of our company. This, and a higher than average rental
rate for my area help to set my company apart,” he said.
Describing her business as being small, Jennifer Smith, of California-based Harvey’s Honey Huts says image has
been stressed throughout the company and that success in their business is attributed to a large degree to the
importance they give in providing a high level of service and equipment. “We do all the high end events in our
county. Trucks are washed four-five times a week and our portable restrooms are thoroughly washed inside and
out as they return from any kind of job. Each restroom is examined for need of repair,” said Jennifer.
According to Jennifer they have put a great deal of effort into providing units for weddings that include flowers,
lights, mirrors as well as sink, soap and towels. She describes the exterior as being white with a cone of flowers
mounted onto the exterior of the door. She explains that the extra efforts have paid off by allowing the company to
be exclusive providers to facilities such as Hearst Castle located in San Simeon.
In Florida, Erin Halstead of Amberjack says that while image is of the utmost priority, he is not sure there is a
correlation between image and profitability. “We are currently in the process of building a new plant and are
working with our builder to insure that the building gives the impression that it is neat and clean. We do not want
someone passing by to even know what goes on there or see our storage yard. I do not know if there is a
correlation between image and profitability, but do know, it is important to us to be good neighbors in the
communities we serve. If we have clean shiny trucks, portable restrooms that are clean and in good repair and
clean uniformed drivers we have a better image in the community and are less likely to get unfounded complaints,
which, therefore saves us money and time in not having to do emergency trips.”
restroom operators. Many equate an elevated image, to profitability and a key factor in adding stability to their
growing businesses. While some believe there is an immediate pay off for projecting a positive image, others look to
the future, as family owned firms prepare to pass what they have built to the next generation of portable restroom
operators.
Few, responding to a recent Journal polling see image as a low priority, giving way to an overwhelming push
toward increased public and private awareness in regard to the benefits of portable restrooms.. Most respondents
stated they give image a high level of importance and priority in developing business plans and structures. To be
sure the upward battle has been clouded with the general public’s distaste in handling human waste and the inability
of some portable restroom operators to effectively implement service procedures known to control overuse and
odors associated with portable restrooms.
Standards for handling, usage and odor control have been established by members of the Portable Sanitation
Association International who has made great strides in communicating these standards to health officials and
regulators worldwide. A certification process developed through the association, provides a means of establishing
standard work practices for portable restroom service technicians which further enhances the overall image of the
industry. Established in November,1992, more than 500 individuals hold valid certification status.
In addition, the association is recognized as the credible, authoritative voice of the portable sanitation industry,
providing educational materials to the general public as well as government entities with an emphasis on promoting
safety and health. Guidelines for providing clean portable restrooms are laid out in brochure form and provided to
requesting officials. Working committees within the association include a four-member team assigned to the project
of enhancing image and education while a ten-member group focuses on industry standards and legislation.
When asked about the importance of an image, Tammy Oreskovic of Arnold’s Environmental Services based in
Wisconsin explained, “For us this is really a multifaceted question. We have given the topic a lot of thought and
attention over the last twelve years. From the first day we opened our doors, we decided to approach this business
from a different angle,” she said. “The public’s perception of what we do and what we represent is the key to our
success or failure. We have always been proud of our efforts, and our company. This is what makes the
individuals that work with us, proud of what they do. If that is in sync, the image grows from that pride alone.
Pride in our work and respect for each other, equals an outstanding image in the business community.”
Offering working application on how the company has enhanced their image, Tammy explains, “I am a huge
proponent of advertising. We have spent way more than I can sometimes justify achieving the image we have
developed. We wanted to position ourselves as the company that can deliver our products and services the best.
We have always competed against the low price leader. To not fall into that trap, we decided to take the ‘high road’
which has been a good choice, although, not always easy.” A believer in advertising, Tammy says, “The right
advertising campaign can help turn around any company image. Look at Target. Remember when it was the low
price leader? Now it is perceived as a hip and trendy place to shop. They have also raised their prices, considerably,
but no one seems to mind. Another great retail example is Old Navy. You are paying for image. For the ‘idea’ of
Old Navy.” “Pat & I are involved in local chamber and regional business organizations, says Tammy.” It always
hits home to me, when we have to introduce ourselves to other business leaders who say things like ‘oh, yes
Arnold's, I see your trucks everywhere...they always look so clean. How do you do it?’ Or sometimes people will
comment on our radio advertising by saying ‘I hear your name every morning on the way to work...you have really
grown.’ Community involvement is important as well. Sponsoring local sports teams and fund-raising ventures are
events that get you in front of the public eye in a very positive light. It shows that you are willing to give back to
the community that has supported you. These are things that are helping our image. They may not seem like big
things initially, but combined with other marketing tactics it is what we have used to build a positive image for our
business and hopefully we are able to help chip away at the uniformed and sometimes negative image our industry
seems to have occupied in the public’s eye.”
In California and predominantly serving the agriculture market Bart Walker of Pacific Ag tends to put a high level of
importance on company image equating image with profitability.”We are not the low price leaders in the industry,
nor do we want to be,” explains Bart. “The one thing we have, to sell, is our quality of service. All of our portable
restroom service drivers are advised that they are the company, when they go and service different locations. They
are the ambassadors of the company. I know that sounds like a lofty title, but it is important our drivers understand
the importance we place on service, courteousness and respect. Our team has uniform pants and button down
shirts. All of our portable restroom service trucks are washed and loaded with supplies prior to the days work. We
never have a dirty truck on the road,” says Bart. “Create an image that others want to be a part of, and your
business will be a success,” he closed.
Agreeing with Bart, Dave Holm of Minnesota based, On-Site Services, says “All of our drivers are uniformed,
trucks are painted and lettered in the company colors and every portable restroom has decals on all four sides,” he
said.” Every portable restroom is completely sanitized and all graffiti removed along with any repairs being made,
before the restroom is redelivered.”
“Keeping up a good image is not only in the looks of your equipment which can be very expensive, considering,
painting, upgrading and extra employees needed to keep everything in good shape. It is also in the way you treat
your customers and your employees,” Dave continued. “I am more concerned with repeat business and with
employee moral and retention. When you put it all together, it comes back to you in profitability,” he said.
On the image front, a growing number of portable restroom operators, including Holm, place a great deal of value
on the terms used in conjunction with the equipment rented. This group offers the term portable ‘restroom’ as an
acceptable method of description and encourages the use throughout internal and external company
communications. The move seems to be taking root, as many manufacturers are replacing the term within their
advertisements, as well as literature provided to prospective customers. As part of an interview conducted earlier
this year with Lee Sola of Super Bowl Portable Restrooms in Colorado, Lee described one of his pet peeves as
being the use of the term ‘toilet’ over ‘restroom’. “How can we ever change the image of our industry and enhance
our future as a clean, safe and convenient alternative to plumbed bathrooms if all we think of ourselves is that the
only thing we do is pump out a holding tank? We have trained our customers when they call to use the term
‘restroom’ because everything they hear and see from us uses the word, repetition works. We have taught our
customers through consistent service quality over the years that every portable restroom should be judged by that
standard. It slays me to see, to this day, the number of manufacturers, suppliers and service companies who are
still in the ‘outhouse’ business. If that is how we view ourselves, the public perception of us will never change.”
Concurring with Lee, Barry Gump of Andy Gump, Inc. speaking in regard to image says, “It starts by calling them
portable restrooms, not toilets. It includes personnel being in uniform and looking professional along with being
clean and neat. Trucks and equipment should be well maintained as well as clean and neat. We know what people
think about what we do. Only we can cause them to respect us for being professional and being proud of what we
do by the way we look. The reward is more business and nothing feels better than to have a friend or stranger say
how nice our personnel and equipment looks. Image in this business is everything,” closed Barry.
A number of portable restroom operators have taken a position of not providing services for customers, who with
intent, create over use situations which can erupt, creating unsanitary conditions. At times, contractors and special
event coordinators have demanded less equipment and service than what is recommended with full knowledge that
the cut back in services will have a negative impact. A focal point during the last three years for Mike Thomas of
California-based Thomas Refuse, Mike says “In the past, we would on occasion, provide inadequate service at the
customers request. Two years ago we decided to stand firm on not providing inadequate service, to the point of
providing our competitor’s phone number to those who insisted that inadequate service would work for them. After
thinking the conversation over, most call back, some remarking that it was our insistence that turned their head
away from lower prices to better service.”
From Pennsylvania, Susan Miller of Miller and Sons explained, ”I have turned down jobs, where the customer is
trying to get by without the proper number of units. I have explained that the condition of the restrooms reflects on
us and when overused, give us a bad impression. Even on construction sites, I have told the superintendent that I
want our portable restrooms to be clean enough that a mother riding down the highway with her child can stop by
and use, without hesitation. I also try to have our advertising reflect a professional attitude. In the short run,
profitability may be lowered because I am sure I have lost jobs but hopefully in the long run our reputation gets us
the ‘better’ jobs.”
Second generation portable restroom operator, Jon Sola, from Super Bowl Portable Restrooms, in Colorado puts a
high value on enhancing the image at their company.”Having newer trucks and cleaning them often helps our image
as well as the drivers wearing uniforms.” Jon, agreeing with many other operators says, “Using the term portable
restroom instead of toilet helps with the company image.” Jon is quick to explain, “The customer will be able to tell
by talking with any employee how the company feels about its image. It trickles down from management to each
employee. Image has to be constantly enforced within a company. If people have respect for what you do, you can
charge more for that service. The customer is willing to pay more for better service when they don’t think of you
as a joke,” he closed.
According to Don McAllister of Iowa, based Don’s Johns, keeping a sharp image is a high priority with their
company. Don expressed that he believes there is a correlation between image and profitability. “We are always
looking for ways to keep our image sharp,” says Don. “Decals on the portable restrooms are replaced whenever
they start to show signs of wear. Employees dress and appearance is kept to a high standard and equipment is
cleaned inside and out weekly,” he explained. Currently the firm is engaging in upgrading each portable restroom by
adding hand sanitizers and a decal that promotes other services the company offers including septic service, jetting
and cctv inspections.
Bob DeNome of Crescent Moon in New York attributes profitability to image enhancement.”I place a very high
level of importance on image. It is everything! From uniforms to trucks, graphics, new clean portable restrooms
and high end equipment we have a real focus on the image of our company. This, and a higher than average rental
rate for my area help to set my company apart,” he said.
Describing her business as being small, Jennifer Smith, of California-based Harvey’s Honey Huts says image has
been stressed throughout the company and that success in their business is attributed to a large degree to the
importance they give in providing a high level of service and equipment. “We do all the high end events in our
county. Trucks are washed four-five times a week and our portable restrooms are thoroughly washed inside and
out as they return from any kind of job. Each restroom is examined for need of repair,” said Jennifer.
According to Jennifer they have put a great deal of effort into providing units for weddings that include flowers,
lights, mirrors as well as sink, soap and towels. She describes the exterior as being white with a cone of flowers
mounted onto the exterior of the door. She explains that the extra efforts have paid off by allowing the company to
be exclusive providers to facilities such as Hearst Castle located in San Simeon.
In Florida, Erin Halstead of Amberjack says that while image is of the utmost priority, he is not sure there is a
correlation between image and profitability. “We are currently in the process of building a new plant and are
working with our builder to insure that the building gives the impression that it is neat and clean. We do not want
someone passing by to even know what goes on there or see our storage yard. I do not know if there is a
correlation between image and profitability, but do know, it is important to us to be good neighbors in the
communities we serve. If we have clean shiny trucks, portable restrooms that are clean and in good repair and
clean uniformed drivers we have a better image in the community and are less likely to get unfounded complaints,
which, therefore saves us money and time in not having to do emergency trips.”
The Sanitation Journal is a monthly trade publication that caters to the portable restroom industry. Each month
thousands of portable restroom operators utilize information from the Journal to aid in business decisions.
Subscribe today and make sure you never miss an issue.
thousands of portable restroom operators utilize information from the Journal to aid in business decisions.
Subscribe today and make sure you never miss an issue.
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Serving the American Liquid Waste Industry Since 2002