{"id":1507,"date":"2024-07-09T23:41:00","date_gmt":"2024-07-09T23:41:00","guid":{"rendered":"https:\/\/americanliquidwaste.com\/?p=1507"},"modified":"2024-08-08T18:01:18","modified_gmt":"2024-08-08T18:01:18","slug":"the-posh-privy-sonoma-and-napa-california","status":"publish","type":"post","link":"https:\/\/americanliquidwaste.com\/?p=1507","title":{"rendered":"The Posh Privy, Sonoma and Napa California"},"content":{"rendered":"
\n

The Posh Privy serves the globally famous region of northern California wine country extending across Sonoma and Napa counties. The owners of this upscale restroom rental service for special events are Brian and Marisa Ferrell. Before the couple became entrepreneurs, Brian was in purchasing and planning for a large corporation and Marisa was an event planner for 8 years.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

This is one of those relatively rare stories about a fascinating couple achieving one of the most widely desired versions of the American dream. It’s got a good-looking couple with a tantalizing opportunity to turn away from their demanding jobs and the hectic pace of the big city. It’s got the dreamy rural alternative they bravely choose in no less than the serene and somehow glamorous yet quaint California wine country. So, what happens next<\/em>? What happens after<\/em> the couple buys the small business in wine country? Here we enjoy Brian Ferrell’s account:<\/span><\/span><\/span><\/p>\n

I was ready for a change from the corporate office life. So, in January 2016, I joined her (Marisa, his wife) in her events business, as it had grown in size. Shortly after we began working together, she mentioned starting up a related side business to supply winery events with the additional restrooms that are typically needed for special outdoor occasions.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

Custom Luxury Restroom Trailers from The Posh Privy<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

We liked the custom-built luxury models, and we wanted to offer something unique in addition to the concept. We reached out to Portable Restroom Trailers Online and they got us in touch with Black Tie Products. They make luxury portable restroom trailers. We built a 6-station luxury custom trailer, using materials and designs they had never worked with before. Between the design and build phases, we finally saw delivery in April 2017.<\/span><\/span><\/span><\/p>\n

We had worked with Fancy Flush over the previous few years. I’d help my wife with events and we’d see them (Roman and Heather Schmidt, Fancy Flush owners at that time). They had designed some of their own restrooms and extensively remodeled others, which gave them a major competitive advantage. They were striving to provide unique high-end units.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

Acquisition of Fancy Flush – Transition to The Posh Privy<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

In the Fancy Flush days, because of the busy summer season in San Francisco, Roman and Heather recognized the need to grow rapidly. As Roman explained to ALW in an interview back in 2018, "Our clients demand our services, and if we’re booked all the time they’ll simply stop wasting their time calling us.” So, the company had<\/em> to grow quickly to meet enough demand to keep its client base. So they grew the company.<\/span><\/span><\/span><\/p>\n

But, just a couple of years later, they were confronted with the COVID crisis, the resulting prolonged U.S. economic downturn, and the ensuing national shortage of reliable and affordable workers. The owners ran the business during these and other startup challenges. Throughout that period, Roman continued to be an innovator and Heather could do anything from administration to backing up the big trailers, and they were proud of their green operations.<\/span><\/span><\/span><\/p>\n

When Roman and Heather decided to make a change, we said we’d be interested in buying the business. We started that discussion with them in mid-2021. I drew up a business plan and secured funding. We made them an offer and took ownership in April 2022. We already had a trailer. Adding theirs, we went from 1 to a fleet of 22 trailers.<\/span><\/span><\/span><\/p>\n

We brought Jose on board as our Operations Manager. He had 16 years of sanitation experience. He’s done it all – pump trucks, maintenance, and delivering models from porta-potties to luxury trailers. He’s been amazing. We started in late April, the beginning of the hot, busy season. We hired a full-time driver right away.<\/span><\/span><\/span><\/p>\n

Between a new driver we hired, Jose, and me, we could deliver for all of our customers. We kept Kim on from Fancy Flush, who works remotely from her home in Oregon, to improve our efficiency and service. She’s been doing a great job.<\/span><\/span><\/span><\/p>\n

One of the things I’ve incorporated from my background is making sure I have our HR policies and procedures in place. I want to ensure that we have all those resources. You have to protect yourself, especially in California, for the safety of employees and owners. Everything to do with HR has to be branded, along with everything else representing the company’s policies, etc.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

The Posh Privy Rental Equipment Types and Brands<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

We currently have handwashing stations, which were custom-made by Roman and Heather, during the Fancy Flush period. They are double sinks with removable freshwater stations below. We have a selection of luxury trailers. We’re frequently asked to provide service for large events. For example, for the Taste of Sonoma event, we provided 5 trailers for guests, with up to 1,400 attendees expected, plus one trailer for the back of house, and 2 attendees to monitor the condition of the trailers and keep them stocked and in top condition all day.<\/span><\/span><\/span><\/p>\n

We bought another trailer from a friend of a friend. It was built by Black Tie as well. With that one, we went up to 23 trailers. We try to provide options for people. From no-frills units with no AC, no stereo, etc., all the way to the Luxury and Posh series, we want to match everyone’s needs and preferences.<\/span><\/span><\/span><\/p>\n

We’re now up to 24 trailers. One of the cottage models is Posh 2, which Roman built, and there’s the original Posh 6 that my wife and I built, and late in 2023 we had a custom 3-stall trailer built by Black Tie, which are very similar to our Posh 6.<\/span><\/span><\/span><\/p>\n

I’ve looked at many models around the country, but nowhere have I found that anybody has made a 3-stall cottage-style trailer. What we have appears to be the first of its kind. It accommodates up to 400 guests, and it has been very well received. Our LUX series of trailers<\/span><\/span><\/span><\/p>\n

ranges from 2-stall to 5-stall trailers.<\/span><\/span><\/span><\/p>\n

Last year, we upgraded our fleet of delivery trucks to all GMC 3500 diesel, and we invested in a Davidson 950-gallon vacuum tank.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

The Transition from Fancy Flush<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

After the acquisition, we kind of hit the ground running. We were focused on optimization. Even with things so simple as applying dressing to tires so they look great, using odor-kill pods so the units smell good, adding features to dress up their appearance, and maximizing our customer service.<\/span><\/span><\/span><\/p>\n

We updated our website last year as part of the transition from Fancy Flush to The Posh Privy. We transitioned our logos. We worked on the change-over through the winter of 2022. It was a very time-consuming transition, involving managing both websites until we were finally done by the spring of 2023. Last year, we were able to get down to just one website and redesign it.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

Strategic Recovery in the Post-COVID Economy<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

We finished 2022 with the biggest year in the history of the company. Coming out of COVID, everybody was happy to get out. Winery events were back and so were weddings. We redid the pricing structure, and we’ve looked around to see what competitors are doing and how we can do it better. Those efforts and calculation of all the factors resulted in a rationale for increasing our prices.<\/span><\/span><\/span><\/p>\n

Over the last couple of years since then, we have continued making adjustments to align our costs and inflation with pricing that makes sense for customers and us. We’re not trying to gouge the customers. We try to work with people as best we can.<\/span><\/span><\/span><\/p>\n

In 2023, there was a slight downturn, which appears to be a correction\/adjustment going on in the economy, inflation, high interest rates, and changing demographics. I’m familiar with other providers in the industry and understand that, typically, if things like table and chair rentals are down in the area, then we’re likely to be down too.<\/span><\/span><\/span><\/p>\n

For one thing, younger generations of adults are now waiting longer to plan, and the way they’re spending their money is different. They’re not having such huge events and are instead making it more about a guest experience for fewer people. They might be going to smaller guest counts and different entertainments. They might want to appeal to foodies, or host events that are spread out over multiple days. The event scale is smaller, and the kind and quality of the event experience is the emphasis instead.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

Branding for The Posh Privy<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

In addition to the redesigned website, we have a social media person. She manages our Instagram and Facebook, and we try to provide her with as much as possible in videos, photos,<\/span><\/span><\/span><\/p>\n

etc. She also does some work with our event company, so she’s very skilled at marketing in that space. She posts weekly for us. Late last year, we started working with a marketing company to improve our SEO and our Google presence and remove any residual presence of Fancy Flush.<\/span><\/span><\/span><\/p>\n

Our team’s delivery uniform is an embroidered black Nike polo shirt and hat, both with logos. All of our larger fiberglass trailers have the logo on the back. In the cottage trailer model, we put business cards in the restroom. I have custom wheel covers for the cottage trailers too.<\/span><\/span><\/span><\/p>\n

We’re working on online sales through ads, social channels, email blasts, promos, and staying aware of turnover among venue managers, winery managers, etc. I want to keep our staff busy throughout the off-season. We’re looking at possibly doing some outreach to venues to introduce ourselves and tell them what we offer. The two biggest things to do, for us, I believe, are being on vendor lists and our Google SEO. And, we’re in the events world, with my wife’s company, so that’s an advantage.<\/span><\/span><\/span><\/p>\n

Her business is called So Eventful and has a team of planners. I help with HR, legal, etc. She does all the accounting and makes all the major decisions, etc. for that company. She does the accounting for The Posh Privy too; she inputs everything into QuickBooks, etc.<\/span><\/span><\/span><\/p>\n

We work with a lot of nonprofits. I’m used to planning for those from the events business. We think if you’re able to give back to your community, you should, and we’re fortunate to be able to be a part of nonprofit efforts. We usually give some kind of discount or in-kind donations, and they present our logos and feature us as a sponsor.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

Advanced Technologies<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

We have software that integrates with our Google calendars and color codes entries, so we can attach responsibilities to it for me, our drivers, and others. With Kim’s input, It can prioritize orders, attach pictures and notes from customers or event planners, provide delivery site maps, customer contacts for the event, Google Maps, etc.<\/span><\/span><\/span><\/p>\n

We have software embedded in our website that enables clients to check availability. They can enter some necessary information, like date, location, etc., and it will tell them we have available 7 days a week. Within 24 hours, somebody will have a quote back to them. They can include an attendant for their event or an amenities package. A contract can be provided within 24 hours, and there’s even a secure online credit card checkout option.<\/span><\/span><\/span><\/p>\n

This refined ordering and delivery process is exceptionally convenient for our customers. It also enables us to deliver more quickly and with less overhead. We also use GPS in the service trucks for increased efficiency.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

The Posh Team in California<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

We shy away from long term rentals or regular service routes. We do have one account where we have a unit attached to an onsite sewage system. We go check on it routinely. Our niche is in event rentals that are usually on weekends. The work we do during every off-season includes<\/span><\/span><\/span><\/p>\n

extensively working on every trailer. We don’t have to lay anybody off.<\/span><\/span><\/span><\/p>\n

We have an excellent team. Our staff goes through each trailer and service truck from top to bottom with a thorough maintenance checklist. The metal gets painted, roofs get cleaned and protected, etc. We use a very thorough maintenance checklist. We do even more now to clean the units and our fleet vehicles than we ever have. A couple of months ago, I delivered an 8-year-old trailer to a guy in a high-end neighborhood who showed me his beautiful private car collection. He asked who details our trailers. He thought the trailer was brand new.<\/span><\/span><\/span><\/p>\n

Last year was a huge year for capital expenditures. This year is really about honing in on our customer service. We hired a new driver this year, and our cleaner is starting his second season with us. We want to keep talented people, so The Posh Privy provides full medical, vision, and dental insurance for employees.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

Privy Quality in Sonoma County<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

We use all the standard industry cleaning procedures and quality inspection criteria. Additionally, we have our own methods of ensuring even more thorough quality. For example, instead of just looking down at everything in the trailer while cleaning toilets, sinks, floors, etc., we also train everyone to go out and re-enter the trailer during the cleaning process, to look up<\/em> at the floor and under and around the bottoms of things from below and at the floor level.<\/span><\/span><\/span><\/p>\n

We’ve found that that’s the best way to see everything from that low angle and inspect surfaces down there that would otherwise go unnoticed during cleaning. That enables us to look at it as if we are a customer walking up to use the trailer. We also perform an additional onsite inspection with the customer before leaving the trailer for use at the customer’s site.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

Future Plans for The Posh Privy<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

I want to grow, but I want to grow smart. There are only so many hours in a day. Events are on weekends, so we can only provide so much in that schedule. If I’m short on manpower I can’t offer the level of customer service that people expect from us. So, I want to ensure that we can maintain service quality while growing.<\/span><\/span><\/span><\/p>\n

I would like to add an ADA trailer. We sub in one from another local provider when we need it, but I think we should have one of our own. I think having an ADA would provide another important option for customers and allow practical management of growth through that addition.<\/span><\/span><\/span><\/p>\n

A 5-year plan would probably include adding another cottage unit (4 stall). There are also innovations to improve the materials on the interiors and make them pop. For example, painting the interiors, replacing the flooring and countertops with a more modern look. Beyond that, we’d probably just plan to freshen up the fleet as the units will be turning 8 to 10 years old within that period.<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

Advice for New Market Entrants from Brian Ferrell, The Posh Privy, Sonoma CA<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

This year, more than ever, I’ve had people reach out to ask questions. I’m happy to talk with people and offer advice. I have given some guidance to another local vendor\/friend in our area. Now, if I’m sold out, I’ll sub her in and she does the same for me. I’m happy for us to refer business to each other.<\/span><\/span><\/span><\/p>\n

We like to say my wife is the gas, and I’m the brakes. I do the research and see what makes sense, and she’s the entrepreneur, ready to take on new challenges. My suggestion will always be: Do your research, put together a good business plan, and answer the necessary questions for yourself, like: How should you approach competition in your market? Which manufacturer can provide trailers to suit you and your potential client’s needs?<\/span><\/span><\/span><\/p>\n<\/div>\n

\n

Following the Ferrells and The Posh Privy in Sonoma California<\/span><\/span><\/strong><\/span><\/span><\/p>\n<\/div>\n

\n

So, the journey of Brian and Marisa Ferrell from their lives before running their two small businesses in the Sonoma and Napa Valley area is certainly one of those inspiring stories of a great couple who made a transformative life choice together. Northern California and the greater Northwest US are the better for it. And, the industry is better with these innovators and quality exemplars representing the country’s best through their Sonoma \/ Napa enterprise.<\/span><\/span><\/span><\/p>\n

For more information about The Posh Privy, visit<\/span><\/em> <\/em><\/a>theposhprivy.com<\/span><\/em><\/a> or email <\/span>brian@theposhprivy.com<\/span>.<\/span><\/em><\/span><\/span><\/p>\n<\/div>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

The Posh Privy serves the globally famous region of northern California wine country extending across Sonoma and Napa counties. The owners of this upscale restroom rental service for special events are Brian and Marisa Ferrell. Before the couple became entrepreneurs, Brian was in purchasing and planning for a large corporation and Marisa was an event …<\/p>\n

The Posh Privy, Sonoma and Napa California<\/span> Read More »<\/a><\/p>\n","protected":false},"author":1,"featured_media":1523,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-1507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spotlight"],"_links":{"self":[{"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/posts\/1507","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1507"}],"version-history":[{"count":1,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/posts\/1507\/revisions"}],"predecessor-version":[{"id":1508,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/posts\/1507\/revisions\/1508"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=\/wp\/v2\/media\/1523"}],"wp:attachment":[{"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1507"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1507"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/americanliquidwaste.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1507"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}