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June 16, 2006 – Chevron has launched a new "Image Refresh Program" designed to modernize the forecourt fueling areas at its 7,500 retail locations across the country over the next five years.
The $200 million-plus program is based on consumer research that highlighted the importance of site appeal and a clean, well-lit environment, said Danny Roden, vice president of marketing, North America, in an interview with CSNews. "The magnitude of the investment will result in a volume increase for us and our retailers and illustrates the commitment of Chevron to the retail marketplace in the U.S." said Roden.
The new image package, which includes high-gloss blue fascia with vibrant blue LED downlighting for greater visual impact at night, was tested in three company-owned locations in California and a mix of company-owned and retailer locations in the Seattle area, said Roden. Over the next 18 months, the concept will be rolled out to retailers in California, Hawaii, Arizona, Alabama, Texas and Florida – a total of about 4,000 locations.
Dave Fitzgerald, Chevron's project manager for the Image Refresh Program, told CSNews that planning for the concept began in February 2005. The new program also includes a new canopy accent band design with LED illumination, redesigned trash valets, a new modern Chevron Hallmark that stands out brightly day and night, and new illuminated spanners and unlit proprietary valances that provide a more open feeling to consumers.
Along with the image enhancements, Chevron is providing retailers with financial incentives to defray the costs of upgrading, which can range from $18,000 for low-volume locations to $90,000 for the top-level volume sites. In addition, the new program promises to reduce retailers' utility costs. "The initial sites reported a 10 to 15 percent energy cost reduction," said Roden. Fitzgerald explained that state-of-the-art lighting technology, such as replacing existing T-12 lamps with T-8 lamps in new spanners and the use of low-energy LED illumination, is responsible for the lower energy costs.