Some people say they’re holding off on washing their car until LUV comes to town. A laudable sentiment, perhaps, but if the modern-day car wash on Healdsburg Avenue is what they’re waiting for, that day is upon us. Soon, anyway.
The installation’s target date for opening is Sept. 1, or shortly thereafter. Asked whether or not there would be an opening celebration, owner Lawrence Amaturo said, “I love parties! And yes, there will be a month-long celebration.”
Exactly what a month-long celebration at a car wash looks like, time will tell.
LUV is putting the finishing touches on its new car wash at 191 Healdsburg Ave., the site of a storied-yet-bankrupt predecessor. When first approved by the City Council in 2024, it was to be a Splash Express car wash, but Amaturo sold his several local Splash locations to LUV and the name took over.
LUV car washes are located in five states, with five in the immediate Sonoma County area. The Splash Car Wash on Cleveland Avenue became a LUV last year.
“Over the course of a couple of years, they rebranded them to their national brand, LUV,” he told The Tribune. Amaturo said this all happened after he purchased the Healdsburg property, but what ultimately came out in the wash was that LUV asked to be the tenant, with Amaturo acting as developer and land owner. “We notified the City Planners office and they reviewed and approved this change,” he added.
“We are pushing ourselves for review by the City in early September,” said Amaturo, owner of the car wash group as well as the Jim Bone Auto Group and Amaturo Sonoma Media Group. The progress is significant, he said earlier this month. “Signage now appearing. All concrete cured for driving. Most equipment installed,” he wrote when he sent photos of the project’s status.
Amaturo credited Schroeder Construction, Sonny’s Car Wash Equipment and Ramos Construction Management for “working every angle to have this project completed by September 1st.”
Directions
When it opens, the 4,366-square-foot car wash will have two queuing lanes, one for members and one for single-use drivers. The by-wash customers are greeted by a nattily-attired attendant who explains the price options including the membership packages, takes payment and directs the driver onward.
It’s a humbling experience for the occupant of a vehicle more used to the gentle spray of a garden hose: Barrels of spinning rubber ribbons slam against the car, hurricanes of soapy water pelt down on the moon roof and there is no satellite radio service. Finally birthed from the tunnel to the roar of a furnace, customers can either slip into a self-serve vacuum station for a free opportunity to detail their ride or drive off freshly showered and dried. (Right turn only, please!)
Car washes range from $12 for the basic single wash cycle called a First LUV, to a Lotta LUV cycle ($18) and the ultimate, True LUV with Graphene Ultimate Protection. Membership packages for drivers who like to keep their machines clean are valid at all locations.
As to when to start cleaning that car, drop by the first week of September. They’ll likely start with a soft launch to work through any kinks before an official opening.
LUV Car Wash will open at 191 Healdsburg Ave. luvcarwash.com
