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Meet Dean Morash of So Cal Classic Car Storage in Laguna Hills

Today we’d like to introduce you to Dean Morash.

Thanks for sharing your story with us Dean. So, let’s start at the beginning and we can move on from there.
Three years ago, I was faced with the prospect of continuing to do what I was good at or discover and pursue my late life passions. I chose the latter, as being an experienced marketing leader in high tech seemed to have run its course in the fun department. It’s not the first time I have made a dramatic change in my professional career. When I was in my late 30s after a 15 plus year career in aerospace I jumped at the opportunity to go into marketing in the technology space. And since that mid-career change worked out so well for me why not throw caution into the wind one more time? Making hard right turns in my career has invigorated me before and I was ready one more time!

I am firm believer that your passions change as your age and so it’s essential to have the courage to pursue them. I dreamed of starting a business while I was pursuing my master’s degree at Pepperdine University in the late 90’s. Almost 20 years later I finally got the opportunity to do it thanks to a large buyout from one of my employers in tech.

With all of this white space (time on my hands), I figured out the what “cars”. I have loved cars since I was a young teenage thanks to my car crazy father. They say that necessity is the mother of invention and I would have to agree. I went looking for car storage in south orange county for my own car collection, I quickly realized there was nothing available and that was it. I started planning, doing research and competitive analysis and bidding on buildings. And the rest they say is history…

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
We have been very fortunate to have accomplished our major goals in the first 2 years of our business; profitable after one year, expansion of the business prior to year 2 and becoming the premier provider of valet car storage services in South Orange County. What I didn’t anticipate was how capital intensive this business is and that you have to be patient while you establish your credibility in the market, regardless of the quality of your offerings. There is a fine line between hungry and desperate in business and early on the trajectory of a new business one often times drifts into the desperation mode. Patience from my perspective is so critical.

So Cal Classic Car Storage – what should we know? What do you guys do best? What sets you apart from the competition?
So Cal Classic Car Storage provides Orange County car enthusiasts a valet storage experience for their cars. We secure them in an environment that is designed with them and their cars in mind. We created So Cal to be more than just car storage, an experience and a destination for customers who periodically need to decompress in a purpose-built car environment.

With a collection of rare exotics, classic and restomod cars on display, our venue not only appeals to the car enthusiast, but to anyone looking for a unique venue to host a memorable event. We offer those who are looking for a boutique event space that experience.

I am most proud of the reaction we get when customers and prospects first experience our venue. They are pleasantly surprised at the design of the modern/contemporary lobby and lounge. But more importantly, it’s about the trusted partnership we enjoy with our customers. I like to think that So Cal is a trusted extension of our customers home garage, not just a car storage provider.

What is “success” or “successful” for you?
Success is something I have talked to many people about throughout my life and there is a rich diversity of answers and there is no right or wrong.

For me, it begins with having a vision, setting goals to achieve it and then doing all of the hard work necessary to accomplish it. If the end result is what you envisioned and planned for then you have achieved success. It certainly does not to be monetary in nature or defined by material things.

One of the reasons I launched this business was to create a lifestyle business, one where I could enjoy my work while enjoying my passions. There is very little stress in my work compared to a role in the corporate environment.

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