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Prestige supercharger idea: pivot to owned route + payback model in SWOT
e283f28a9b52b5989cb0e48c170d19b024c90679 · 2026-07-26 07:19:39 -0700 · steve@designerwallcoverings.com
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commit e283f28a9b52b5989cb0e48c170d19b024c90679
Author: steve@designerwallcoverings.com <steve@designerwallcoverings.com>
Date: Sun Jul 26 07:19:39 2026 -0700
Prestige supercharger idea: pivot to owned route + payback model in SWOT
---
data/suggestions.json | 34 +++++++++++++++++++++++-----------
1 file changed, 23 insertions(+), 11 deletions(-)
diff --git a/data/suggestions.json b/data/suggestions.json
index ec5a15e..86b216f 100644
--- a/data/suggestions.json
+++ b/data/suggestions.json
@@ -13,9 +13,9 @@
"id": "sug-tesla-superchargers",
"title": "Install 6 Tesla Superchargers (charge-while-you-wash)",
"category": "Amenity",
- "impact": 4,
+ "impact": 5,
"effort": 5,
- "rationale": "A wash/detail is a 15–60 min dwell — a perfect charge window. Six DC fast-charge stalls turn wait time into an amenity, pull very high SFV Tesla density onto the lot, and give Prestige a differentiator no incumbent (Fashion Square, LUV, Bliss) offers. Best pursued via the Tesla Host Program (Tesla funds + owns the hardware, ~$0 capex to Prestige) rather than owning DC-fast-charge hardware outright (~$650k–$1.1M). Pairs with the fleet-accounts and membership ideas: off-peak charging fills slow midweek hours.",
+ "rationale": "A wash/detail is a 15–60 min dwell — a perfect charge window. Six DC fast-charge stalls turn wait time into an amenity, pull very high SFV Tesla density onto the lot, and give Prestige a differentiator no incumbent (Fashion Square, LUV, Bliss) offers. DIRECTION (2026-07-26): pursue the OWNED route — Prestige buys/operates the DC fast chargers to capture charging revenue directly (~$650k–$1.1M gross, ~$525k net after 30C + CALeVIP + LADWP make-ready). Charging margin alone pays back in ~8 yrs; the case closes on WASH CONVERSION (charging visitors who buy a wash), which pulls combined payback to ~3.4–4.6 yrs. Tesla Host Program retained as a fallback (~$0 capex, no revenue control). Pairs with the fleet-accounts and membership ideas: off-peak charging fills slow midweek hours.",
"created_at": "2026-07-26T07:15:00-07:00",
"source": "growth-idea",
"swot": {
@@ -24,10 +24,11 @@
"Clear differentiator vs. Fashion Square / LUV / Bliss — none Supercharge.",
"Free discovery: a listing on the in-car Tesla nav map is a constant, no-cost lead source.",
"Brand halo fits the 'Prestige' + ceramic/detail high-margin positioning (premium, ESG, tech-forward).",
- "Sherman Oaks / SFV has among the highest Tesla ownership density in the U.S."
+ "Sherman Oaks / SFV has among the highest Tesla ownership density in the U.S.",
+ "OWNED route: Prestige keeps 100% of charging revenue AND the wash-conversion upside — combined net ~$115k–$155k/yr at target utilization, a ~3.4–4.6 yr payback on ~$525k net capex."
],
"weaknesses": [
- "If OWNED: heavy capex ($650k–$1.1M) and long payback; charging margins are thin after utility demand charges.",
+ "OWNED: heavy capex ($650k–$1.1M gross / ~$525k net) and long payback; on charging margin ALONE payback is ~8 yrs — the model only works if wash conversion materializes.",
"6 stalls consume scarce lot space and may cannibalize wash queue / staging on a small site.",
"Power draw of 6 Supercharger stalls (up to ~1.5 MW) likely exceeds current electrical service → costly utility upgrade, 6–18 mo lead time.",
"You can't actually 'buy' Superchargers — genuine Superchargers are Tesla-owned; owning hardware means non-Tesla-branded DCFC.",
@@ -41,6 +42,7 @@
"Off-peak rideshare/fleet charging monetizes the slow midweek mornings the demand model already flags."
],
"threats": [
+ "OWNED payback hinges on wash-conversion rate — if charging visitors don't buy washes (below ~15–18% conversion), payback stretches toward the ~8 yr charging-only case.",
"Utility demand charges can erase charging profit at low utilization.",
"Nearby public Superchargers / Electrify America stations reduce the demand Prestige can capture.",
"Construction + permitting/utility interconnection delays disrupt wash operations and slip timelines.",
@@ -49,20 +51,30 @@
]
},
"costs": {
- "note": "Two paths. Prestige should lead with the Host Program; owned figures are for comparison. Figures are planning ranges for the SFV, pre-incentive unless noted.",
- "tesla_host_program": {
- "capex_to_prestige": "$0–$50,000 (site prep / minor electrical only; Tesla funds the hardware & install)",
- "ongoing": "Tesla operates & maintains; Prestige may receive lease or per-kWh revenue",
- "recommended": true
- },
+ "note": "DIRECTION (2026-07-26): pursue the OWNED route to capture charging revenue directly; Host Program retained as a fallback. Figures are planning ranges for the SFV, pre-incentive unless noted.",
"owned_dcfc_6_stalls": {
+ "recommended": true,
"hardware_per_stall": "$60,000–$80,000 (250 kW-class DC fast charger)",
"install_electrical_per_stall": "$25,000–$45,000 (trenching, wiring, concrete)",
"utility_service_upgrade_shared": "$150,000–$400,000 (transformer/service for ~1–1.5 MW; may be partly utility-funded)",
"permits_design_engineering": "$20,000–$40,000 total",
"all_in_capex_estimate": "$650,000–$1,100,000 before incentives",
- "net_after_incentives": "Potentially 30–50% lower via 30C + CALeVIP + LADWP make-ready",
+ "net_after_incentives": "~$525,000 (midpoint) — 30–50% lower via 30C (30%/up to $100k per charger) + CALeVIP + LADWP make-ready",
"ongoing_annual": "Networking/payment ~$300/stall/yr; maintenance ~$2,000/stall/yr; demand charges ~$1,000–$3,000/mo depending on utilization"
+ },
+ "payback_model": {
+ "net_capex_basis": "$525,000 after incentives",
+ "assumptions": "6 stalls @ ~10% utilization → ~525,000 kWh/yr; charging net margin ~$0.20/kWh; ~45 charge sessions/day; ~18% buy a wash @ ~$30 avg ticket, ~65% wash margin; 360 operating days.",
+ "charging_net_annual": "~$65,000/yr (after demand charges, maintenance, networking)",
+ "wash_conversion_net_annual": "~$50,000–$90,000/yr incremental (this is the swing factor)",
+ "combined_net_annual": "~$115,000–$155,000/yr",
+ "simple_payback": "~3.4–4.6 yrs combined; ~8 yrs on charging margin alone",
+ "sensitivity": "Payback is dominated by wash-conversion rate and utilization ramp; below ~15% conversion the case degrades toward the charging-only ~8 yr figure."
+ },
+ "tesla_host_program_fallback": {
+ "capex_to_prestige": "$0–$50,000 (site prep / minor electrical only; Tesla funds the hardware & install)",
+ "ongoing": "Tesla operates & maintains; Prestige may receive lease or per-kWh revenue but does NOT control charging revenue",
+ "recommended": false
}
}
}
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