October 11, 2010 // Franchising.com // PROVIDENCE, R.I. – In celebration of Hispanic Heritage Month, ColorTyme Franchisee Ray Bird recently took to the airwaves to show his appreciation to the Hispanic community. Bird's radio announcement combined with further efforts to give back earned ColorTyme the title of "Business of the Week" by the Hispanic publication Providence en Español.
"We feel honored to be in Providence en Español as the featured Business of the Week," said Bird, owner of three ColorTyme stores in Rhode Island. "For us, the campaign was not about gaining recognition for ColorTyme. It was about giving recognition to the Hispanic community for being a large part of our success."
According to the article, ColorTyme stores in Rhode Island specialize in renting and selling home furnishings not only to the American demographic but also with a strong focus on the Hispanic community. This dual-market emphasis is extended in the new Woonsocket location through Luis Padilla, sales manager and the voice behind ColorTyme's Hispanic Heritage Month radio spot.
"All the employees of ColorTyme extend a greeting filled with friendship and gratefulness for the opportunity to serve the Hispanic community for such a long time," Padilla stated on-air in Spanish. "At ColorTyme, it does not matter what country you have come from to the United States. Know that when you enter into any one of our ColorTyme locations, you are family!"
Also in conjunction with Hispanic Heritage Month, Bird held a free raffle in each of his ColorTyme locations. Announced in the radio spot, five winners won tickets to a local Shakira concert.
"We want the Hispanic community to know how much we respect them and value their business," Bird said. "We want to serve them in the same way they have served us over the years – with gratitude and support."
It is clear that Bird and Padilla acknowledge the importance of the Hispanic community, and they vow to continue providing an exceptional customer experience at ColorTyme.
"We are aware of the Latino presence and of its explosive growth during the last decade. Without the Hispanic market completing the picture, we would not have grown as we have," Padilla said. "At ColorTyme we say, 'Tu Vecindario, Tu tienda' meaning 'Your neighborhood, Your store'."
ColorTyme, Inc., founded in 1979, is America's oldest franchisor of independently owned-and-operated rent-to-own stores. ColorTyme franchisees operate 192 rent-to-own stores in 34 states, and the company's custom-wheels-and-tires franchise brand, RimTyme, operates 20 stores in 12 states. ColorTyme is headquartered in Plano, Texas, and is an independent, wholly owned subsidiary of the largest RTO company in the world, Rent-A-Center (NASDAQ: RCII).