Company takes window tinting to next level

TintDude · November 19, 2007

Jim Rasmussen credits youthful drive, fueled by an inherent interest in cars, for shaping his professional aspirations.

Although Rasmussen had intended to follow in his mother's successful footsteps and pursue a career in the insurance industry, he happened upon an untapped market with boundless potential and elected to instead launch his own business.

"I found a niche in high-end, high-quality window film," said Rasmussen, president of Nevada Window Tinting, which he founded when he was just 21. "I saw a tremendous opportunity in a market that was kind of an afterthought. People thought of it more as a small, shady type of business, and I wanted to take it to the next level."

Rasmussen started the company in 1991 with about $50,000, which he used for operating capital and the general setup of the building. Automotive window tinting was originally the company's bread and butter, and in 1992, Nevada Window Tinting was the first business in Southern Nevada to offer heat-formed, one-piece window film installation for autos, which eliminated unsightly seams. In 1993, CPFilms, the world's largest manufacturer of window film, invited the company to be the first Formula One automotive dealer in the nation. The program marked the first time a window film manufacturer was directly involved with selecting and training a dealer with the latest products and technical support.

"We don't carry a low-line product, and while we take care of everybody, we do have a higher-end clientele," he said. "But we do have something for everybody, for every vehicle, for every need. We look at it as just doing the very best at any price level."

Although the automotive segment of the tinting market was lucrative, Rasmussen identified another promising opportunity, which he quickly embraced. He said the company's business is now split about 50/50 between automotive film installation and residential/commercial applications. CPFilms selected Nevada Window Tinting to present its exclusive Vista Film Line, a premium product for the home or office.

Nevada Window Tinting

Owners: Jim and Patty Rasmussen

Year founded: 1991

Address: 4630 W. Post Road, Suite 100

Type of business: Window tinting

Workforce: 15

"After about five years into the company we saw the light and focused on residential and commercial," Rasmussen said, adding that the company has tinted Treasure Island, Monte Carlo and myriad other resorts properties in town. "There are big savings that can be had from making windows more efficient and not losing energy from untreated glass. Our residential and commercial films are part of Energy Star Partner because of the economics and the money savings. It also makes the home greener because you're using less energy to heat and cool the home."

Window film can also reduce as much as 99.9 percent of ultraviolet rays, which can help diminish the risk of skin cancer. Rasmussen said the company has products for the home, office and vehicle that are endorsed by the Skin Cancer Foundation.

He said the company recently turned another corner.

"We're going into the security aspect to protect people from burglary," he said. "Basically, normal solar film protects from the sun, but now there is a thicker security film that can be applied, so if a burglar tries to break a window it holds the glass intact and prevents him from getting in. It's great for residences, and in commercial applications it helps prevent smash-and-grabs. We've always done bits and pieces, but as of late with crime doing what it's doing, the security portion is starting to boom."

He said prices for tint are based on square footage of glass, and range from $4 to $12 per square foot, depending upon the type of film used, whether it be metallic, ceramic or security, which is the most expensive.

Nevada Window Tinting clients include Don Nobis, a retired physical therapist.

"I've known them for about 10 years, and they've done all eight of my high-end cars with the Formula One film, and I have all black cars, and I don't get cooked in the summer," Nobis said. "I also have an 18,000-square-foot house in the Estates at Southern Highlands, and they did the whole home with ceramic Formula One tint in the summer of 2006. There are a lot of west-facing windows, but the amazing thing is we have not had to turn the thermostat under 78. It stays cool all the time. They are by far the best tinting company and have great response and customer service. One time I was getting a vehicle retinted and told them I needed it back by a certain time to get a smog test and they went out and did it for me."

Lisa Barnett, a stay-at-home mom, has also been a customer for about a decade, and has had some 10 or 12 vehicles tinted over the years.

"We have never had one problem with them, and we know we can count on them," Barnett said. "I would recommend them to everyone, and they have a lifetime guarantee, so you can't go wrong. Anytime we call, they always tell us to bring the car in the next day, and that they will have it ready at a certain time, and they always do. They are very on top of things."

In order to better serve its clients, Nevada Window Tinting is moving into brand new digs, which Rasmussen said is nearly three times larger than its previous facility. To celebrate the move, the company is hosting a grand opening event Saturday, Oct. 27, with free automotive tinting for the first 25 customers, a chance to win a 2008 Range Rover Sport with window tinting, drawings for merchandise by Indy Racing League driver Paul Tracy, skin cancer screenings by Dr. Jason Michaels, and free hot dogs and refreshments.

"Good controlled steady growth has given us (wife Patty Rasmussen serves as company vice president) the ability to offer the best products and services, and also to purchase our own building, which has a beautiful showroom and waiting facilities, satellite television and all the latest technologies," said Rasmussen, who also credits the company's success to its commitment to carrying exclusive high-end products. "It was the best business decision I have ever made. We try to do things better and focus on customer service and not just doing as much volume as we can. That's what we built the business on for the last 15 years."

The move paid off, and Rasmussen said that he has no business regrets except for one unfortunate foray.

"At one point, I thought I would go into car alarms and we realized we should just do one thing and be the best at it," he said.

In addition to sticking with core competencies, Rasmussen offered the following advice to fellow entrepreneurs.

"Take care of the customer, do what you say you will do and show up when you say you'll be there," he said. "And take care of the business first—the employees, the bills — before you start embarking on different things. The owner always comes last."