AUTO SERVICE FOUNDER IN BUSINESS 40 YEARS BURBANK AUTO TECHNICIAN STILL GOING STRONG.

Byline: Suzie St. John Now Open

BURBANK - In an age when new businesses are popping up left and right, Sheldon Miller has gone against the grain by staying in business for four decades.

Next month, Miller will celebrate the 40th anniversary of Martin and Miller Automotive Service Inc. Along with now-retired partner Mickey Martin, Miller set up shop in 1960 in Toluca Lake. In 1979 they moved the company to its present Burbank location at 1108 Hollywood Way, where it offers complete service and repair on all domestic and foreign vehicles.

In honor of the anniversary, Miller is having an open house with finger foods and beverages for customers and friends Feb. 19.

``It's been a good run,'' said Miller, who will turn 70 Wednesday. ``I have customers who have been coming here for so long I now see their kids' cars and their grandkids.' ''

Miller believes the secret to his success is twofold. First, he and his mechanics keep up with the latest technology by attending training seminars.

``It seems like cars are updated every hour so you have to keep up,'' Miller said.

He attributes the second part of his success to caring.

``Basically, we take the car to bed with us. After we're done and the customer has driven home, we still worry about it,'' Miller said. ``My son, Jeff, co-manages the shop with me but I'm still into every car. It's my reputation that's at stake.''

Besides being an automotive technician for more than 50 years, Miller holds California teaching credentials and has taught basic automotive theory at both the West Valley Occupational Center and the Los Angeles County Detention Camp.

You can also tune in to 1260 AM every Saturday at 8 a.m. to hear his input on a weekly automotive radio show.

``I'm not planning on retiring any time soon,'' Miller concluded.

NEWS AND NOTES

--After spending 20 years in the same spot, Century West BMW recently relocated to 4245 Lankershim Blvd. in Universal City. The new digs are right across the street from the original lot, but the move meant a jump from 20,000 square feet to 150,000 square feet of space.

``Our business demanded it because our sales increased 150 percent last year,'' said general sales manager Richard Romero.

He believes a strong emphasis on customer service is behind the enormous sales increase.

``We do what other dealerships don't, whether it's credit, trade or price. We service all their needs,'' Romero said.

One way Century caters to its clientele is by offering a comfortable waiting area that offers Internet access. Customers can also sample the cappuccino and espresso bar while waiting for their car.

``Our customers have been very happy with the changes,'' Romero said.

--The L.A. Mart's Gift, Decorative Accessories and Furniture Festival is scheduled for Jan. 18-25. A variety of seminars and special events are planned for the annual weeklong festival at 1933 South Broadway in Los Angeles.

Some of the seminar topics include gift basket marketing techniques, designing the ultimate gift basket, recipes for gourmet success in 2000, color trends for a new century and the model retail shop. The seminars are conducted by top industry professionals and are geared toward different products and industry niches.

Cost is $15 for the first seminar and $10 for each additional session. Admission at the door is $20.

Heading up the list of special events is an evening of late night shopping, followed by a private dinner benefiting the Scleroderma Research Foundation and hosted by actress Dana Delany. The festival is capped off with a concert by the rock group America.

For more information on seminars and events, call the L.A. Mart Marketing Department at 1-800-LAMART-4.