Twenty-one years ago, when deciding on a name for his new car wash in Mahwah, Stu Rosenberg was looking for something that would reflect the type of business he wanted to run.
“Beverly Hills just seemed to have the right reputation,” he said. “It’s upscale, but not necessarily expensive. You could always find the best on Rodeo Drive.”
So, on September 24, 1992, Beverly Hills Car Wash was born.
Rosenberg, a Brooklyn native who lives in Manhattan, had recently retired from a career in the garment industry when he was looking for a new business venture in the early 1990s. When a friend suggested a car wash and detail center in Mahwah, he jumped at the chance.
“The first day we were open, the [then] mayor pulled up to welcome us to town,” Rosenberg said. “I just started laughing, [because] I am from New York. I could never imagine Mayor Koch doing that at the time. That’s the kind of community spirit that I love about being in business here.”
Over the past 21 years, Beverly Hills has become a part of that community. Rosenberg is a longtime member of the Mahwah Regional Chamber of Commerce, and volunteered for five years to organize the group’s annual golf outing. Beverly Hills has also gotten involved with school and local charity fundraisers, and maintained a close-knit customer base.
“The base of our business is from Mahwah, Ramsey and Suffern, it always has been,” Rosenberg said. “And, we’ve always been very cognizant of, and grateful for the support the community has given us. I love this town.”
So, to celebrate 21 years in business, Beverly Hills is hosting a party this Saturday from 11 a.m. to 4 p.m.
Customers will be treated to free brick oven pizza from Flirting with Fire, a mobile pizza catering company, Italian ices, and throwback pricing.
During the party, Rosenberg said prices will be rolled back to what they were on opening day in 1992. So, for the day, a $22 car wash will become a $12 wash.
Rosenberg said he hopes residents stop by to enjoy the party.
“It’s going to be a lot of fun,” he said.