Multiple-Store Owner Spotlight: Hank Nelken, Half Price Laundromat
Big Ideas Brings Big Value to Customers
February 3, 2025 -- Half Price Laundromat multiple-store owner, Hank Nelken, understands the importance of a big idea, whether he’s working in the laundry business—or show business. As the movie writer of hits like “Saving Silverman” and “Are We Done Yet?”, Hank found that by bringing his big concept thinking to his three Los Angeles County stores, he was able to give customers an entertaining, as well as economical, laundry experience.
Life as a screenwriter has many ups and downs, which is what led Hank to explore other
prospects to create a consistent revenue stream. “I had been looking at different franchises
when a laundry opportunity presented itself,” shared Hank. “It was an existing laundromat that
was closed, located in Arleta. It was small enough that it felt doable, especially since I didn’t
know anything about the laundry business.”
Thankfully the opportunity came from someone who did – Laundry professional, David Dang.
David, his wife Carol, and son Madison, are the owners of Elite Business Investments, a
commercial laundry distribution company located in Southern California. David and Carol have
over 35 years of laundry expertise in commercial equipment sales, prospecting locations, and
building-out laundromats. In 2017, Madison joined the family business, selling Laundromats and
professional equipment to buyers.
“David, Carol, and Madison are gurus. They know everything it takes to find, launch, and run a
successful laundromat,” said Hank. “It was a huge learning curve for me, but it seemed like a
solid opportunity, and I knew that I wasn’t alone in the process. David negotiated the lease, and
the Elite team guided me every step of the way to opening my doors in 2018. I probably spoke
to them two, three times a day; still do. That was the start of our very successful business
relationship.”
Big Idea #1 – Offering a Price That Can’t Be Beat
Landing on the name Half Price Laundromat was Hank’s first big idea. “I learned that I could
easily change pricing to get more customers into the store on slow days,” he shared. “I was
hoping that the significant savings would get customers in the door on those days (like
Wednesday and Thursdays) – and it worked. It turned out to be a great promotion, and a great
name. Our Half Price Arleta store was always packed thanks in large part also to our
incredible manager Indira and the Martinez family,and of course, we carried on the name
and savings to our other Half Price locations.”
Two years later, Elite Business Investments came back to Hank with another laundry
opportunity, this time located in Panorama City. It was a similar situation to the Arleta store, so
Hank jumped at the chance. However, the second Half Price Laundromat opened on April 15,
2020, at the beginning of the global pandemic.
“That was certainly not in our business plan,” joked Hank. “It took longer for the Panorama City
store to find its footing, but we were an ‘essential business’ and thanks to our amazing
manager Darlene and her trusty team, and a community of loyal customers, we not only
survived, we thrived.”
Big Idea #2 – A Bigger Third Store
Two years after that, Elite Business Investments came calling again – this time with a bigger
opportunity. “This store was 3,500-square feet, much larger than the other two and I wanted to
try that,” said Hank. “It was a total rebuild and in 2022, our third Half Price Laundromat opened
its doors.”
Located at 2001 Roscoe Blvd. in Winnetka, California, the spacious store is a state-of-the-art
laundry center, with 90 eco-friendly Domus commercial washers and dryers, including a 100-
pound washer and two 80-pound machines.
Big Idea #3 – Purchase the Right Laundry Equipment to Save Money
When it came to choosing commercial washers and dryers, David and Madison highly
recommended Hank invest in Domus high-efficiency equipment. “The Domus machines are
beautiful looking, sleek and modern, which creates a fresh, pleasing atmosphere,” said Hank.
“The touchscreen is easy to use and intuitive, and the machines have a front hinged panel for
easy servicing. Most importantly, Domus is environmentally friendly, saving water, electricity,
and gas – which lowers my costs and increases my revenues. I am very pleased.”
So are his Half Price customers.
“Our customers really enjoy the bigger capacity Domus machines – the 65-pound dryers, for
example, are a big hit. They also like the simplicity of the touchscreen; how easy it is to add on
spin cycles at the touch of a button. I think Half Price customers and our team appreciate the
eco-friendliness of the Domus equipment – the significant water reduction and energy use,
which saves time and money for everyone.”
Big Idea #4 – Maximize Space and Bring Bigger Value to Customers
With 7 years of laundry experience under his belt, Hank feels the timing is right to concentrate
on this Domus store to make the most out of every square foot. “It’s time to maximize by starting
a third shift,” he said. “Adding a third shift is especially beneficial for customers who work late-
night or early morning hours.”
Operating overnight also means putting together a dedicated Half Price staff to assist customers
and monitor the equipment. “My phenomenal manager Pam and her loyal team are the key to
the success of Half Price Laundromat,” stated Hank. “They are the face of the store, and I
believe in treating them well. That’s how I want our customers to be treated, as well.”
In addition to drop off and pick-up service, Hank also believes in providing entertainment to his
customers. “In all three of our stores, we offer free movies, free WIFI, free charging stations,
and massage chairs,” shared Hank. “The spacious layout of the third store allows us to also
feature fun elements like stand-up arcade games.”
Additionally, Hank prioritizes Half Price commercial customers by catering to those that have a
specific need, such as pet grooming, nail salons, and restaurants. “When you’re dealing with a
specialized business, it’s important to follow strict hygiene protocols to prevent cross-
contamination. This is something our Half Price staff does exceptionally well.”
Big Idea #6 – Focus on Community
For a small business, community involvement is everything. In the face of the recent wildfires
that ravaged parts of Los Angeles County, Half Price Laundromat is offering a vital service.
“Right now, we are offering free pickup and delivery service to evacuation centers across the
San Fernando Valley,” shares Hank. “If anyone needs help, they can reach out to us
at info@halfpricelaundry.com.”
Under less dire circumstances, Half Price Laundromat is bringing the community together with
Tamale Contests, Trunks or Treat events, and Valentine’s Day bake offs.
“We are a small community. The biggest challenge of any small business is getting customers to come to your store instead of going somewhere else. That’s where word of mouth makes a
difference. Hearing from a friend or neighbor that Half Price Laundromat is a large, bright, clean
store with fantastic equipment, friendly,attentive staff, will save you time and money – and you
can get a foot massage while you’re there – well that’s the best marketing ever.”
Big Picture
A typical day for Hank is to spend the morning writing, in fact he just finished a TV pilot he’s
pitching to Apple. Then he shifts his focus to his laundry business. Hank thinks about the big
picture: marketing, website, growing the pick-up and delivery service.
He also thinks about where Half Price Laundromat is headed, such as – what services can be expanded, how can he increase volume, what fun entertaining contests and ideas can further bring the community together. This year, Half Price Laundromat acquired its biggest client yet becoming the exclusive laundry service of the Pepperdine University Athletic Department.
Hank Shares some Big Advice for Business Success:
Maximize revenue per square foot. Think about ways you can enhance your customer’s
experience and add revenue to your store – put in a game area, vending machines, charging
station.
Have enough capital to weather the storms. As an entrepreneur you want to stay in business. Make sure you have enough capital when the unexpected happens. If you underestimate what could trip you up, it’s hard to keep it going. Go over your numbers.
Build a creative partnership. I feel very fortunate to have Elite Business Investments by my
side. David, Carol, and Madison knew everything – how to build-out a store, how to find and hire
great employees, what to expect during slow times. They also helped me select Domus, a brand of equipment that I trust. My distributors are very much in my life, so choose one who can be there for you.
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Half Price Laundromat is a multi-store Laundromat business in Los Angeles County run by
movie writer and laundry owner, Hank Nelken. Hank’s third Half Price Laundromat, located in
Winnetka, is 3,500-square feet and equipped with Domus professional equipment.
Location: 2001 Roscoe Blvd. in Winnetka, California
Company website: halfpricelaundry.com
Instagram: @halfpricelaundry
Domas Equipment List:
o 8x DHU25
o 16x DMU-40
o 10x DMU-60
o 2x DMU-80
o 1x DMU-100
o 24x UDTT2-35G (35 lb. Stack Dryers)
o 5x UDTT-65 (65 lb. Single Pocket Dryers)