As a small or medium-sized business, a quick lube shop benefits from a connection to its community. Sponsoring or hosting an event for a charity is a great way to give back to the local area. It can also increase visibility and bring in business.
Some shops support car safety and the proper use of car seats for infants, while others sponsor drives for cancer care and research. Whether it is a fundraising drive or sponsoring an event, the goodwill of the event has a lasting impression on the shop.
A Burleson, Texas, shop sponsors the Chisholm Trail 100 Club and its annual Hot Rods and Heroes Motor Show to benefit first responders and their families.
The Challenge
A good way to find a charity or community organization to partner with is often to find a cause that resonates with the shop owner and its employees. A connection to the community will thrive if it comes from a strong relationship or connection.
“We have been longtime supporters of our first responders, having family and friends that are first responders,” says Brett Morrison, owner of Castrol Premium Lube Express Burleson.
Castrol Premium Lube opened as a new shop in 2016 and began sponsoring the Chisholm Trail 100 Club Hot Rods and Heroes car show in 2018. This year, the event is celebrating its 11th anniversary in October in Cleburne, Texas.
Some corporations encourage franchise owners to participate in charities and community events, and occasionally offer support in drives and other activities.
The Solutions
The 100 Club is a not-for-profit organization that supports emergency personnel in local areas. One of the main functions of the organization is to provide monetary support for first responders who are injured or lose their lives on the job. The club has paid medical bills, home mortgages, school tuitions, and other household expenses since it was founded in Detroit in 1952.
The Chisholm Trail 100 Club chapter supports three counties, including Johnson and Hood counties in Texas.
“This is our 11th annual Motor Festival,” Morrison tells NOLN. “We expect to have close to 200 vehicles and over 1,000 attendees at this year’s event.”
The shop is one of the main sponsors of the event, raising additional funds to give to the charity.
“We regularly raise $15,000 to $20,000 at these events and 100% of that goes to support our local first responders,” Morrison adds.
The amount raised and donated by the shop far exceeds the cost of the sponsorship. The 10 levels of sponsorship range in expense from $50 for a vendor sponsorship to $1,500 to participate as an entertainment sponsor, which comes with signage, emcee duties, logo presence, and placement on social media pages, among other opportunities.
The Aftermath
While the Motor Festival is an annual event, Castrol Premium Lube Express Burleson has additional charities it supports throughout the year.
“We support multiple charities, but most of our charitable contributions of both time and money are focused on the Chisholm Trail 100 Club due to their dedicated support for our local first responders and their families,” says Morrison.
Many shops report that sponsorship events and drives boost employee morale. Such initiatives offer workers the opportunity to get involved in a cause. In some cases, it can be an employee who chooses the charity due to personal involvement or interests.
The Takeaway
Morrison feels strongly about the bond with the Chisholm Trail 100 Club. He does not quantify the business it brings to the shop. He does report, however, that feedback is positive.
“I suspect it does somewhat, although that is not our main intention,” he says. “We have a large customer base of first responders, and they all know how much we care and support them.”
Participation in the event does drive business for the Burleson.
“Each year we have new customers come in following the car show events and mention that they are now coming in because of the support we have shown for our first responders,” states Morrison.
About the Author
Enid Burns
Enid Burns is a writer and editor living in Grosse Pointe, Michigan, and is a freelance contributor to NOLN. She has covered a wide range of topics from video games and consumer electronics to online advertising and business. When living in Manhattan for 20 years she did not own a car, and is often mistaken for that woman who brings her car to the shop and knows nothing. She has learned a great deal from writing for NOLN, but also learns from those shop owners who try to educate her on their services. Enid is a news junkie who spends evenings streaming TV shows and time off on long walks, bike rides, and fiber arts.