American Appliance is not the typical repair company, according to president and owner Scott Baca.
“We try really hard to make this business look different,” he said.
The company can be divided into two parts — American Appliance, which is the repair/maintenance operation, and Great Plains Appliance, which is the parts distribution operation.
Technicians, who are certified and follow Environmental Protection Agency regulations, service and maintain all Sub-Zero, Wolf and ASKO appliances, which includes refrigerators, ovens, cooktops, ranges, ice machines, dishwashers, washers and dryers.
The Golden location employs 27 people — 10 technicians and 17 people in support staff.
Great Plains Appliance sells parts to other service companies in 22 states in the U.S., and American Appliance services the entire Front Range. Some of the repairs or maintenance work is done in-house, but more often technicians will go to the customer’s home.
A big focus is customer service, Baca said.
“This business is about relationships,” he said. In fact, Baca added that he would like “to see the industry, as a whole, become better.”
On Feb. 17, American Appliance won “Most Professional Service Company” from the Miami-based, national United Servicers Association.
The association has hundreds of members from across the U.S., and American Appliance has been a member for about a decade. The association has put on the awards for the past three years.
“Anytime you’re recognized by your peers, it’s pretty special,” Baca said.
Company entries were judged on overall image, branding consistency, messaging and out-of-the-box tactics, based on photograph submissions of a technician in uniform, a service vehicle, plus website and social media presence and company logo.
American Appliance was founded in the mid-1970s by Dick Jorgensen, who started the business in his garage. It established itself in a downtown Denver location, but eventually outgrew the building.
On Jan. 1, 2013, the company moved into its Golden location at 13100 W. 43rd Drive. The building is 16,820 square feet.
“We love this facility,” Baca said. “We love the neighborhood — it’s probably one of the best home-field bases.”
Future plans include adding a customer education center, Baca said. It would not be for sales, as many of the people Baca is envisioning who would visit the education center will already have the product. It would be an opportunity to teach customers how to best use the equipment, he said.
“We want you to know the science of the kitchen,” Baca said.
Working hard, but having fun
“The Denver Rescue Mission is a passion of mine,” Baca said. “There’s ton of need there. It’s a bottomless pit of need.”
So, along with other ways of being involved, American Appliance gets an opportunity to have fun with the families of the Denver Rescue Mission’s transitional housing, The Crossing. The company sponsors Jack Nugent’s racecar, and once a year, American Appliance teammembers and Nugent’s crew take the car to The Crossing to have one-on-one interaction with the families — specifically to provide some fun for the children. Then, the next day, everybody goes to Colorado National Speedway to watch Nugent race.
The kids get so excited, Baca said. “What’s not cool about 700 horsepower?”