Sonoma Report
LUV Car Wash is preparing to open its new Healdsburg location at 191 Healdsburg Ave., with the company targeting Sept. 1 or shortly afterward, the Healdsburg Tribune reported.
The 4,366-square-foot facility is being built on the site of a previous car wash operation. The project was initially approved by the Healdsburg City Council in 2024 as a Splash Express location, but the property was later developed for LUV after owner Lawrence Amaturo sold several local Splash sites to the national brand.
Amaturo told the Tribune that LUV became the tenant while he remained the developer and landowner. He also said the company notified the city’s planning office, which reviewed and approved the change.
Construction has included the installation of the automated tunnel, concrete for vehicle access and exterior signs. Amaturo credited Schroeder Construction, Sonny’s Car Wash Equipment and Ramos Construction Management with helping move the project toward its planned opening.
The facility will have separate lines for members and customers purchasing individual washes. An attendant will greet drivers, explain pricing and membership options, accept payment and direct vehicles into the tunnel.
Single-wash prices will range from $12 for the basic First LUV cycle to $18 for the Lotta LUV option. The top-level True LUV package includes Graphene Ultimate Protection. Memberships can be used at LUV locations, according to the Tribune.
After passing through the automated wash, customers will be able to use self-service vacuum stations at no additional charge before leaving the property. The exit will require a right turn, the Tribune reported.
Amaturo said there will be a monthlong celebration around the opening. The business is expected to begin with a soft launch during the first week of September to address any operational issues before an official opening.
