The Florida events market opened up to Edward Garcia in 2008 when he launched Imperial Restrooms early in the season and started providing upscale portable restrooms throughout the state. The business was immediately a hit. Anyone organizing an outdoor event, from wedding planners to public works agents, came to Ed for rental facilities. By the time we met Ed in 2019, he was already the seasoned owner of a thriving company that had grown northward all the way to New York.
Early Rapid Growth of Imperial Luxury Rental
It’s no surprise that Garcia’s service took off so aggressively. Customers recognized the different kind of opportunity to provide such deluxe accommodations to their guests at their outdoor events. Imperial became regionally known for the superior comfort and convenience of using the luxury restrooms compared to the standard alternatives of traditional portable toilets that still defined the restroom rental industry at that time.
Ed recalls, “A couple of years into it (around 2010), the demand became strong for our service along the East Coast, including in New York and farther northeastern areas. So, I got a New York business license and a few years later stationed someone there full-time. We rented a property and bought a house and garage zoned for mixed-use and set up full operations there.”
Strong Sustained Growth of Imperial Restrooms
When we met Ed Garcia in 2019, Imperial had about 3 dozen restroom trailers, including toilet and shower trailers. Imperial also had ADA units by that time. The company mostly served New York and Florida at that time. They had 7 drivers, including Ed, and 2 office workers. Their sales rep took calls and Ed personally handled the big sales calls. Just 5 years later, Imperial looks like a very different operation.
Ed informs us, “We have 24 people on staff now, and 72 luxury restroom trailers (from 1-10 stalls each), plus shower trailers, laundry trailers, and 18 trucks running out of 3 eastern regions. We also now have over 1,000 plastic units (handwashing and hand sanitizing stations). We had almost none of those back then (2019). We have 6 people working in the office now. And, we’re getting ready to expand even more. From a gross revenue perspective, from 2019 to now, we’re more than 10 times what we were then.”
Imperial Restrooms High-End Rental Products
In 2008, when Ed launched the startup, most of Imperial’s trailers were JAG, though the company also had some older Forest River and Wells Cargo models. Today, Ed explains, “We’ve graduated from Wells Cargo and Forest Rivers to about 70% JAG, 20% Satellite, and a few remaining Wells Cargo and Forest River, and one Comfort of Home model.“ Imperial was also already having several trailers built with toilets and showers in the same unit for use at disaster sites and “marinas, sports events, campgrounds, and countless other places.
We talked with Ed about his preference for the pristine white gel-coated trailer exterior finish, vs. some of the mock-residential exterior coverings now offered in a few US markets. He commented, “They (the gel-coated units) last longer, and they have that higher-quality finish. We like them, and we’ve gotten great reviews on that feature of the trailers. So, we stick with JAG and the gel -coat exteriors. But, we do have a popular one with a black finish. It’s pretty unique. We’ve just ordered another one of those.” (Yes, the black gel-coated unit is beautiful and stands out from the crowd with its subtlety and sophistication. See it displayed on the Imperial website.)
The Imperial Organization Today
“COVID was a pivot point for us. In March 2020, suddenly everything started canceling. But, within the same week, everything was booked again because everything we had was needed, as was everything else to aid in sanitation. Businesses and government departments that needed it just came and took most of our inventory of everything and just kept it all. It was all out for a year easily. Because of that turn of events, we have since progressed into providing emergency disaster facilities.
We currently offer two 1600-gallon water tank trailers and one 4000-gallon pump truck, and 9 5500-gallon portable toilet pump trucks. We have 2 laundry trailers (with 8 washers and dryers), and we’ll soon order 2 more of those. We now have our rental units in service all along the coast and as far west as Missouri, and we’re doing work in all 5 boroughs of New York City.
We’re now headquartered in Hudson, FL. and have another office in New York. We have yards in all 3 of our regional service areas. We have a 3,000 sq ft building in Hudson, FL, a 5000 sq ft building in Saugerties, NY with 16.5 acres, a 3000 sq ft building in Tampa, FL, and a yard in Charlotte, NC.”
2024 Future Outlook from Ed Garcia
“I would say I’m always very optimistic about what the future holds. We’ve looked at how to keep pace with the growth. It’s not been easy. I definitely would have done the growth process differently to be more prepared. We had to adopt a “just get it done” attitude.
Going forward, one challenge I see is that a lot of the companies that were out there five years ago are gone, sold to bigger ones. We’ve taken on help in times of need. We have great relationships with the bigger competitors. You get a reputation for what you can and will do, for not overpromising, etc. We’ve worked with a lot of larger companies, and making sure the equipment is in excellent shape has been a huge point for us with them.”
Ed mentioned that the company has been providing service for the State of New York provisioning the migrant camps over the past two years, and has been serving in hurricane, flood, and other disaster areas. He said, “There’s not been a time of year that has not presented big opportunities for us to help in these areas.”
Strategic Plan for Imperial
When we met Ed Garcia in 2019, most of his new business was from word of mouth and web marketing and those were drawing almost more traffic than the team could handle. Today, Ed estimates that about 60% of new business is coming from the web. He said he’s also gotten a lot of traction on government bid jobs where a certified disabled veteran-owned small business. Those are included in the 60%. The other 40% is from word of mouth.
His goal in 2019 was to make Imperial a nationwide company that, perhaps, his kids will one day take over, and grow it larger than that. In 2024, the broad goal for the business is the same, with a new emphasis on scaling the company’s disaster relief services.
As for the family business future, Ed is just in his 50s, so ideas of power transitions are still for the distant future. In 2024, Ed’s two kids are finishing college within the next couple of years and may or may not come on board with the business. His wife helps with the administrative office work, and his daughter helps with payroll.
(Now retired a few years from flying as part of the US Airforce Hurricane Hunters, Ed has been so busy running his business that he has not had time to fly civilian planes again but expects to make time to start again within the next 6 months or so.)
Imperial Team Building
Today, the company’s longest-term employee has worked at Imperial for 16 years. The company offers an excellent compensation package and prioritizes providing good jobs and opportunities for its employees. Ed’s expressed management philosophy from the start has been that “when you’re doing that well, everything else happens.”
But, he still finds that the biggest challenge is hiring and keeping good drivers — and “trying to get people to coexist and understand” how to work with each other, and the importance of everyone’s individual part, and the necessity of successful teamwork in making the business grow and everyone in it to prosper.
All Tech-Based Rental Service Operations
All Imperial telecom systems are cloud-based. The web service is via the phone system. Everything in the field documentation is performed electronically. In 2019. Ed said, “We’re all driving, setting up, and putting things in place, and everyone is adept with issue handling and knows how to escalate to me, as necessary.” Today, he reflects on the team’s progress:
“Our employees have done nothing but an outstanding job, and we would not be where we are at all without our team. We had a massive movement during COVID and here in Florida during the hurricanes and everyone did an excellent job.”
Ed leads his tech-empowered team in the field, “I still drive when necessary, not as much as I used to. I’m more of a hands-on type of owner. If it’s a big job, I’ll be there defining how to get it done. As people learn more and get more comfortable with the work, then they can work more autonomously.”
Imperial Quality Management
Reiterating his simple but monumental key message on quality from 2019, “Attention to detail is everything.” Ed points out that Imperial customers are renting luxury facilities for upscale events like weddings and special company events, etc. so, they naturally expect top-quality units and service. He continues with his proven method of customer engagement and quality monitoring, “I constantly ask customers what they liked and didn’t like throughout the process.” His logic on this critical point, then and now, is simple, “We want to make sure they’re satisfied before they leave.”
Backing his customer satisfaction inquiries is a full-time mechanic, a full-time trailer repair technician, a full-time trailer cleaning technician, and a full team of delivery professionals, site attendants, management staff, and Ed Garcia himself, pulling out all stops at every point to ensure quality.
Imperial Branding
“I have gone the opposite direction from the conventional wisdom on logos, and do not put logos on my trailers. Some of the oldest of my construction-grade toilet units have logos. But, the exteriors are pristine on the luxury units. I still do not put my advertising on the trailers.
We frequently supply them to other high-end vendors who want to put their own logos on them, So, it just makes more sense not to have ours on there. Instead, we let the customers decorate the units however they wish and then pay to restore the trailers to the condition they were in when they rented them.”
The Next Evolution of Imperial Restroom Rentals
This was Ed’s outlook in 2019. He certainly called it accurately: “Obviously, the economy is a big, big factor. We started the business in 2008, during the Great Recession. We’ve been able to grow the business ever since. I don’t see anything else potentially limiting us in the future. Even though more people are coming into the industry, there’s so much work to do, it seems like a very promising future.”
Today, he simply says, “We love what we’re doing. People are coming to say thank you in disaster zones. It makes us feel really good being able to help provide water and essential facilities. Most people don’t know what it takes to bring all that to people over long distances.
We’ve progressed to the point where we can set up small base camps, with generators, bunk houses, fresh drinking water tanks, and all the facilities and cleaning services needed to accommodate 250 to 1000 people temporarily living onsite in RVs. We’re growing in that direction to handle larger emergencies, week-long concert series, and more events like the Sun & Fun Fly-In Air Show we’ve done for the last three years.”
Updated Advice for Industry Newcomers from Ed Garcia
In 2019 during our original interview with Ed, he recommended being hands-on, going outside the box, and simply persevering as you manage whatever comes along. He more specifically advised, “Just be prepared to be a mobile RV repair person, a wholesaler, and to work closely with your parts distributor. Just get ready for fixing things. You need to be somewhat handy, so be prepared for that.”
In 2024, we asked Ed what else he would say to new business owners in the industry. He is direct, “Do what you say you’re gonna do, whether it’s for employees or customers. Offer a good quality product with great customer service. Keep your trailers in good repair.
There have been times when a customer has come in unhappy with something. We provide multiple ways for them to communicate with us on issues. It’s about taking care of your employees and customers.”
Imperial Restrooms
Ed wastes no time. He’s continuously moving forward at a pace, and he offers a crystal clear vision for the future of Imperial in the US luxury events and disaster relief markets. His insistence on quality, commitment to nurturing a customer-centric team culture, and his determination to deliver the best his company can provide consistently adds to an inspiring leadership example for all generations of employees and aspiring entrepreneurs.
We have enjoyed following the progress of Imperial Restrooms and look forward to checking in with him again through the years as the business continues to grow and serve the eastern region and the greater US market, providing good jobs and top-quality event services. And, as Ed Garcia’s company now emerges as a go-to provider in the disaster management field, we will watch enthusiastically as the enterprise expands in this important new direction to serve the public.
For information about Imperial Restrooms events rentals or disaster relief base camp facilitation, call (877) 845-6110, write sales@imperialrestrooms.com, or visit imperialrestrooms.com.