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It All Started Back in 1953 |
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The first Miracle Auto Painting & Body Repair store opened in Oakland, California on 23rd Avenue, on January 23rd, 1953. |
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The corporation consisted of Les Thayer and his parents, John and Geraldine. While all three Thayers had been
involved in automobile painting activities previous to 1953 it was at the Oakland location that the Miracle system of production line painting was born. John managed the store, Les was in charge of the back
of the shop, and Geraldine was the jack-of-all-trades, helping out wherever and whenever needed with sanding, masking, moving cars, and even detailing.In the beginning the shop grew principally
on dealer business, painting about seven completes a day for $49.95 a piece. |
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Geraldine & Les Thayer back in 1953, the year Miracle Auto Painting was started |
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Production increased to about 12 cars a day early in this period and continued to improve month by month, with very significant
increases in retail sales. The Miracle reputation for Qualtiy at Moderate Cost was firmly established in the San Francisco Bay Area in these early years. In late 1954 about 90% of Miracle's work was retail--a big swing
from the early days.Firm believers in keeping the name, moderate prices and the quick turnaround before the public, Miracle stores spent up to 18% of gross sales to enhance the word-of-mouth awareness, the
quality work and reasonable prices engendered. The San Mateo, California flagship location opened in 1965 and the success of Miracle Auto Painting as a chain was well established. During these years came
the standardization of the Operations Manual, accounting and other business management procedures which had proven themselves over the preceeding several years. Longer term advertising and marketing plans were designed
and implemented, and franchising began. The first franchise was awarded to Charles Caton for San Leandro, California in 1967. The store continues to operate at the same address but under new ownership--Mr.
Caton having retired in the late 80's. During the early part of the franchising program, most of the franchise owners were former Miracle employees who were trained and experienced in the Miracle philosophy
and systems. But that is no longer the case. Many of the most successful franchise owners now begin without a strong background in auto painting or the automotive aftermarket. Multiple Allied Services, Inc., franchisor
of Miracle Auto Painting & Body Repair locations, has become more sophisticated in its training and educational systems and methods, and in early and continued supervision of and assistance to new owners. Now an
individual with an interest in and an aptitude for this industry, who is personally industrious, and who has good basic business judgment can, with the help of Miracle management and supersisory personnel,
make a success of a Miracle Auto Painting franchise
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