Other than the name, the bright, clean Craftsman shops have nothing in common with the original operation at 8th and Cambie, purchased in 1977 through an ad in the classifieds. "I drove around the block four times just to find it," he laments, " it was a filthy building with a faded, rotting sign. When I finally located the office, it was a mess - poorly lit, and a hostile environment. But I looked outside at the traffic and knew this would be a success story." The ability to see an opportunity where others don't is typical of this insightful businessman. Eldest of five children struggling to survive on the shoestring income of his father, a policeman, Bill went from high school to an apprenticeship in metal fabrication, construction work, and selling mens' clothing, before being selected by Shell Oil for intensive business management training; one of a fortunate few. At 24, he owned his own Shell station in the small town of Port Pirie, and soon traded up to a larger one in the capital of South Australia. That station included a collision repair shop, which Bill soon realized was earning more than fuel sales and mechanical repairs Plush Cars, a company Bill established, became one of the more successful shops in Adelaide, but Bill found himself in an industry rife with graft and customer dissatisfaction. The industry's poor reputation and 18 hour workdays took their toll, and, still in his twenties, Bill was diagnosed with ulcers. A brief escape to a ski resort in the Australian Snowy Mountains led to a lifelong love of the sport. "The minute I hit the snow I forgot all my worries," he recalls.

     In 1974, Bill sold Plush Cars, packed up his wife and young daughter Melanie, and took a two-year sabbatical in Vancouver. There he found time to explore the local ski slopes while troubleshooting collision shops and renovating houses for re-sale.
The return to Adelaide in 1976 proved to be both sobering and brief. "I walked into the same card game, same people, the same comments. I sat down and asked if anyone wanted to hear about Canada. Their only reply was 'tell us later, where's your money?'". Bill shook his head and went back to the docks, unbeknownst to his wife, to have their container of furniture and personal possessions relabeled and returned to Vancouver. Bill and the family came back to stay.
To Bill Hatswell, the lower mainland's collision repair opportunities were as attractive as its snow-covered slopes. "There were no bribes or tow truck drivers demanding kickbacks. And, unlike Australia, customers had the right to choose the shop they wanted.

     BC body shops were in a state of mayhem. "I couldn't believe that customers here would open their pockets so easily for such poor treatment," he says. "The industry was in rough shape. Alcohol abuse was so rampant that tradesmen would quit at 2:00 in the afternoon to drink beer. I knew that a clean, professional looking business could do nothing but excel."
With a fresh logo, furnishings, and the now familiar Craftsman red and blue paint scheme, business doubled in the first three months, and doubled again within a year. As the clientele grew, two more locations were added, on Main Street and on Powell.

     By the early 90s the clean, high profile operation made Craftsman a model for ICBCs new accredited quality repair standards. While other shops were scrambling to earn their rating, Bill demonstrated his marketing savvy by investigating other exclusive opportunities.
The Air Miles loyalty program was known mainly for its affiliation with Safeway and Shell. Bringing it into body shops seemed like a stretch - but not to Bill. Customers would receive Reward Miles without paying extra, and Craftsman would enjoy a unique marketing advantage, with the Air Miles program allowing only one business per market segment in BC.

     Today, 65 percent of Craftsman customers collect Air Miles, and business is thriving with 200 employees, 400 courtesy cars, and sales of $40 million a year. Eighteen shops from Victoria to Calgary showcase "a new era in cleanliness, courtesy, and operating efficiency," featuring neat and friendly staff, and the latest high-tech paint and laser frame -straightening equipment. Craftsman's new flagship and future head office, near the North Shore Auto Mall, is reminiscent of a formula one R&D centre.

     Another brainchild, development firm Craftsman Ventures, has been blazing its own trail. Its first success - a residential project in Seattle - came in 1981, defying the difficult economic climate of the time. They forged ahead with cabins and townhouses in Whistler Creek built "on gut instinct," which did even better, persuading him to purchase emerging Benchland properties from mega-developer Intrawest. Success with the three resulting projects - Cedar Hollow, Cedar Ridge, and Powderhorn - led to a partnership with Intrawest on a $20 million development complex in Surrey. The streak continued into the 90s, despite a real estate downturn, with projects in Whistler and Pemberton. Craftsman Ventures is currently embarking on a 50-unit townhouse project in the BC interior, expecting to start construction in spring of 2003.

     Chris Meyer, South African Honourary Consul and Craftsman's corporate lawyer says, "I've been working with Bill for eight years, and every deal we've done has been successful." " He has a self-confidence in his abilities that is infectious," says Pat Anderson, president of Pat Anderson Insurance Agencies, "he accomplishes things that people with the same skill sets couldn't."
Bill is quick to credit his staff. "The biggest single factor in our success is the team spirit," he asserts.

     Team spirit is amply rewarded. Social events at Craftsman Collision - an annual Christmas party, ski day, golf tournament, and karaoke cruise - bring employees and their families together four times a year. Managers and executive staff are flown to fishing trips or to golf weekends in Palm Springs. Working conditions and benefits far exceed industry standards and quarterly newsletters keep employees up to date on corporate and staff goings-on.

     All of these were Bill's initiatives, demonstrating his philosophy of teamwork, reward, and loyalty to employees. That loyalty is reciprocated. The company controller, property manager, and VP of finance have been with him for a combined 38 years. His first employee, David Ng, is still with Craftsman, and David's son paints beside him at the 6th and Yukon location.
The family atmosphere is strengthened by the extremely capable efforts of daughter Melanie, now 30, who handles marketing, fleet management, training and other aspects of the business, and son Rick, 27, who manages the South Cambie shop.

     Business, however, has not been without challenge. Bill relates that the most serious problem the industry faces today is a lack of skilled trades people. With an average age in their mid 40s, and very few skilled newcomers, it can take weeks to find a qualified person. There is little government or ICBC support in alleviating this situation. Despite an impressive customer satisfaction rating of 94 percent, margins are slim. With ICBC-mandated hourly rates rising only 0.63 percent per annum since 1994, the industry has continually shouldered increases in administration, material, labour, and real estate costs. In spite of the tough operating conditions, Bill is generally supportive of ICBC. He points out that BC has the lowest average repair cost per claim in North America. He also says it's financially difficult for most shops to upgrade facilities and technology to meet today's high repair standards.

     "There's little thanks from ICBC for the additional work and stress they've downloaded on us in the past year," he says. "Today's customers expect a much higher level of repair, which we strive to maintain and guarantee. My managers, who are spending at least 12 hours a day, are working harder than ever."

     A lifetime of hard and honest work has paid off for Bill Hatswell. At 60, he enjoys his comfortable home atop the British properties as well as a ski-in townhouse in Whistler. An automobile enthusiast, he is particularly fond of his CL600 Mercedes Coupe. And supporting his community is also important to him, as shown by his strong support for the Vancouver Symphony, BC Children's Hospital.

     While Bill Hatswell, as ambitious as ever, will steer his company to continued further growth, he also plans to spend more time travelling and skiing. This may be one of his few plans that does not succeed. You may contact Bill Hatswell at Craftsman Collision by calling 604-874-8010.