And the theme extends beyond the building. The shop’s website opens with a slideshow of artwork, mixed with the words “art,” “passion” and “precision.” The words then align to form the shop’s motto: “When art, passion and precision collide.”
Amato estimates he spent around $50,000 on his facility’s décor, but some of it was a bargain. One of his paintings, bought for $150, was appraised at $12,000. He sold a duplicate of another piece of artwork to an enthusiastic customer for a profit.
“People come in and take pictures. They are very, very surprised,” Amato says of his creation, which he thinks has contributed significantly to the success of his business.
After working in his unique facility for more than a decade, Amato says he’s learned a couple of things:
Customers need the wow factor. It doesn’t matter what it is, as long as it drops jaws, Amato says.
“My wow factor is all art deco,” he says. “You could have a downstairs office full of sports stuff, just something to make you stand out. You don’t want to be the typical body shop down the road.”
Amato’s closing ratio is 80 percent and all of his customers are walk-ins. Most of the traffic comes from customer referrals.
Sometimes it’s OK to break the rules. Omitting his business’s identity from its exterior signage goes against basic branding strategies, but Amato does it on purpose.
Because he serves a specific niche, doesn’t repair cars older than five years and is already at capacity, he doesn’t want the nearby heavy freeway traffic to recognize he’s a body shop. Getting swamped with customers he couldn’t serve would only be a time-suck for staff, he says.