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Business profile: Winner’s Way Auto Salon delivers shiny rides

Winner's Way Car Wash01HOLLYWOOD — Another amenity has been added to the Seminole Hard Rock Hotel & Casino Hollywood. Customers can now have their vehicles hand washed and detailed at the Winner’s Way Auto Salon while playing, dining or enjoying a show.

Located in the Seminole Way Garage, the business is the latest endeavor of entrepreneur Gem Osceola.

“You are always going to have dirty cars out there and everyone will need their cars cleaned,” Osceola said. “Why not do it while they are at the Hard Rock? It saves them time if they can get it done while they are inside.”

A similar business previously operated in the garage, but when it closed more than a year and a half ago, Osceola saw an opportunity. He went after the lease, received Council approval in January and has been developing the business ever since.

Osceola hired long-time acquaintance Richard Palacios, who has owned and operated a car wash in Dania Beach for 13 years, to serve as operations manager. He brings his expertise to the fledgling business.

“This is a unique opportunity. We are trying to bring an enhancement to the property by providing a service that is much needed,” Palacios said. “The challenge will be to let everyone know we are here. Then word of mouth should speak for itself.”

Customers get free parking with a car wash. Winner’s Way has 100 spaces on the second floor adjacent to the car wash and 15 on the ground floor by the valet area. The service costs just a few dollars more than the valet fee, so Osceola expects Hard Rock patrons will see the value. Discounts are available for Tribal members and employees.

The space contains six bays divided by heavy vinyl curtains, new machinery, vacuums, lighting, computers, security cameras and point of sale tablets. New air compressor lines were added to dispense eco-friendly, biodegradable cleaning products at each bay. A staff of 10 is available even at night, the busiest time at the car wash, Osceola said.

Hours are Tuesday through Thursday noon to 7 p.m., Friday and Saturday from noon to midnight, and Sunday from 11 a.m. to 7 p.m. Services include interior and exterior cleaning, which features rim and tire shining. Prices start at $25 for exterior cleaning, and $40 for interior and exterior cleaning; both include valet parking.

Customers may leave their car at the valet stand, where a Winner’s Way Auto Salon representative awaits patrons with the menu of services and payment options. Their vehicles will be brought back to the valet area when clean. Customers also have the option of driving directly to the car wash and picking up their vehicles there.

Osceola intends to match the high standard of the Hard Rock brand through service and quality.

His other companies, Florida Seminole Coffee and Paparazzi Photography and Entertainment, have been vendors for Hard Rock for about 10 years. Osceola plans to create a parent company to oversee them all.

“The Hard Rock and the Tribe have strict guidelines for how things are done,” he said. “I have the depth of experience now, so I know we can make it work.”


Beverly Bidney
Beverly Bidney has been a reporter and photographer for The Seminole Tribune since 2012. During her career, she has worked at various newspapers around the country including the Muskogee Phoenix in Oklahoma, Miami Herald, Associated Press, USA Today and other publications nationwide. A NAJA award winning journalist, she has covered just about everything over the years and is an advocate for a strong press. Contact her at