The 48th International Drycleaners Congress Convention took place in San Francisco, California, USA in October, 2007. Drycleaners from around the world gathered to listen to leading figures within the industry, who brought a wealth of experience to a wide range of business subjects.

IDC was back in California after a 20-year absence and, considering the changes that have affected the industry in that state, it was not surprising that the Convention opened with keynote presentations on the California Experience. Leading these was Lynnette Watterson of Crystal Cleaning Center in San Mateo, and recent President of the California Cleaners Association. Lynnette set the sceen with a drycleaner's perspective of the new regulations. She was followed by Dave Dawson, Senior Vice-President of R.R. Street & Co., Inc. Dave had been very active in most of the discussions with authorities in California, as well as being involved in other regulatory matters across the USA. He considered the implications of the California decisions for the global industry. He concluded that:

• While the industry's health, safety and environmental performance was good, legacy issues would continue to gain media attention.

• Strong industry advocacy is needed to defend against radical activists.

• The industry must work to shape positive consumer perceptions.

• The adoption of environmentally-preferable technologies will continue.

Accepting that regulatory affairs are a job for the experts, the Convention then got down to looking at those areas that separate the successful business from the failure. Trudy Adams, Director of Customer Service & Sales at Cleaner's Supply, Inc. discussed Customer Service or "How Energized Employees = Satisfied Customers = WOW!" John Jordan, President of Fabritec/Sanitone International looked at Differentiating Your Brand and showed how successful companies set themselves apart from the run-of-the-mill. Becca Anderson, IDC News Editor, Fabricare Canada magazine assistant editor, and freelance writer provided usefull guidance on How to Market a Service Successfully, and illustrated her points by showing those concepts demonstrated on the websites of several very successful IDC member's companies.

After an intense morning session, the delegates got an opportunity to see a little of the city and the Golden Gate Bridge as the group crossed into Marin County to visit the family-owned business of Marin Cleaners in San Rafael. In business for four generations, it is currently owned by Bill and Gary Casassa, who take pride in producing high quality work -- their goal is not to settle for being as good as other cleaners, but to be the best. To achieve this, they ensure a long-term vision of integrity and dedication to customer service. Delegates were treated to an insight in to the pride in the work generated from the owners down to all employees, as well as the happy family atmosphere of the business. The group also toured a nearby storefront of Marin Cleaners, the lobby of which featured a display of boutique items from a local shop -- a feature of Marin that attracts customers and also benefits the boutiques.

Of course, IDC is about more than just attending formal presentations. It is also an opportunity to renew old friendships and make new ones. Friday evening was left free for just that purpose.

Saturday brought another batch of first-class speakers, starting with Milton Chortkoff of Milt & Edie's Drycleaners in Burbank, California. Milt told the gathered audience about Building Volume and how, from his own practical experience, he had turned a $5,000/week business into $75,000/week -- and still growing. Milt is a very charismatic speaker and he held his audience spellbound. He was a hard act to follow.

Harvey Gershenson of Sterling Consultants, and formerly in the family drycleaning business of Sterling Cleaners, talked about Introducing and Building a Route. Doris Easley rounded out the morning session with a look at preserving heirlooms and antique garments, and told stories of some of the garments she has restored in Preserving the Past Provides for the Future. She encouraged attendees to consider adding heirloom restoration to their services, and gave tips on easy things that could be restored beautifully.

Following a short coffee break, it was on to the International Reports on the state of the industry around the world. Murray Simpson of the Textile Service Association (TSA) in the UK opened with a comprehensive overview of the situation across Europe -- a lively report intermingled with a liberal sprinkling of his trademark humor, but nonetheless covering a wide range of serious issues with will affect drycleaners throughout the world. Junichi Kato gave us an update on the state of the industry in Japan. Marcia Todd presented the industry perspective for Canada. Dave Dawson gave us information on the trends in the USA, and a report from Shirley Naylor of Australia was read. What was clear was that the industry can no longer remain fragmented and think in an isolationist way as both the opportunities and the challenges placed in front of drycleaners are as pertinent in China or India as they are in the USA or Europe.

To end the Convention, the formal Banquet included the traditional Parade of the Flags, for which delegates from each nation carry their flag into the banquet hall while their national anthem is played. The Banquet also included the formal swearing-in of new or renewing officers, passing the gavel from the 2007 Convention President (Carol Memberg, USA) to the 2008 Convention President (Malcolm MacGregor, Canada) and the presentation of annual awards.

Awards presented:

• International Drycleaner of the Year 2007 -- Milton Chortkoff. For a lifetime of meritorious service to the international fabricare industry.

• George M. Shepherd Award -- Patricia Bond, Treasurer -- Occident, and Secretary to IDC. From Canada. For support to IDC and its mission to strengthen international understanding and goodwill in the fabricare industry.

• Makoto Igarashi Award -- Murray Simpson, UK. For outstanding service to the international trade association sector of the drycleaning industry.

• Presidents Awards (for outstanding service, support to IDC and its traditions):

  • Helen Fletcher, Vancouver, Canada

  • Peggy Mikuni, Yamato Travel Bureau, USA

  • Shirley Reichstadt, DD French Cleaning, Texas, USA and Patricia Godo, Godo & Godo Inc., Texas, USA -- for being such intrepid travelers to some of the more far-flung of IDC's pre- and post-convention travel destinations.

(Award recipients with Carol Memberg -- Milton Chortkoff, Pat Bond, Murray Simpson.
Bottom row: Helen Fletcher, Malcolm MacGregor taking over as president from Carol Memberg.)

Delegates from around the world left this Convention with more ideas than they could generate individually in a lifetime. IDC once again lived up to its mission to strengthen international understanding and goodwill in the fabricare industry by exchanging information with worldwide members.

Text or summaries of most of the presentations given at the Convention are included in our Archives in the Members section of this website.