DAA NASCAR Days
Spokane-based auto remarketer & Sherwin-Williams growing customer relationships through NASCAR event partnership
"There are so many pluses that come to mind when I view our partnership with Sherwin-Williams Automotive Finishes," says Len Roll, reconditioning manager for Spokane,WA-based DAA Northwest. "But first and foremost, it's how responsive our representatives from Sherwin-Williams have been."
DAA Northwest has remained an independent family-owned company dominating the Spokane area's auto remarketing industry with its multitude of services, including reconditioning, inspections, transportation and inventory financing. It offers registered dealers 800-1500 units for auction each week, and as many as 3,500 at special events, and also serves specialty dealers with designated MotorSports, RV and Heavy Metal (mechanically or cosmetically-challenged) auctions. For the past three years, the company has been rated #1 in Spokane Living magazine as the best auto body paint and restoration company.
When DAA Northwest first transitioned to waterborne in 2009, Roll reached out to other paint brands and found that Sherwin-Williams was the most ideal fit for DAA Northwest. "I know I made the right choice," says Roll. "The paint product itself is trouble-free compared to our previous paint providers, and the response time and attention to detail from our Sherwin-Williams representatives are second to none. I have not worked with any other paint company quite like this before."
Roll attributes the exclusive AWX Performance Plus™ Waterborne Refinish System used by his paint technicians as a major factor in the tremendous amount of repeat business DAA Northwest enjoys. "Also, as a promotional partner, Sherwin-Williams goes above and beyond when it comes to not only promoting the NASCAR Days event with us, but also many of our other signature events, including our popular Rock & Roll sale in mid-July," he says. "We also benefit immensely from Sherwin-Williams' training programs. Our six preppers are trained in-house routinely while our two painters attend the Sherwin-Williams training facility in Reno periodically." The Rock & Roll Sale auction is held in conjunction with a major rock concert.
"Indeed, the annual NASCAR Days event in early March has become the major flagship of our relationship with DAA Northwest and it has grown dramatically throughout the years," says Christopher Sandow, area sales manager-Northwest for Sherwin-Williams Automotive Finishes. "This event helps both DAA Northwest and us to grow our businesses and solidify both of our relationships with existing customers."
The early spring NASCAR Days event unfolds in two parts. First, it's a fundraiser auction with NASCAR drivers and announcers as special guests who come in and tell lively stories, some even serving as auctioneers. Second, one donor at the event and one dealer at auction are selected and then swept away by deluxe motorcoach and given the royal treatment while attending an all-expenses paid NASCAR race.
This year's event featured NASCAR driver Greg Biffle who drives the No. 16 Ford Fusion for Roush Fenway Racing in the Sprint Cup Series, and John Roberts, co-host of NASCAR Race Hub on FOX Sports. "The auction results were huge this year, with 2,100 units consigned and a 76 percent sale," says Roll.
Buyers arrived in record numbers from ten western states and Canada that competes for a fantastic selection of cars, trucks and motorcycles, imports, domestics and even Harley-Davidsons, with three of every four units offered finding a new home. Winners of the NASCAR Trivia received a VIP trip to the NASCAR Auto Club 400 Sprint Cup in Southern California.
Learn more about DAA Northwest
Learn more about AWX Performance Plus™ Waterborne Refinish System
Check out the 2015 DAA NASCAR Days Photo Gallery