Profile of the week: Laro Service Systems, Inc

Real Estate Weekly, April 17, 2002

Mopping up Manhattan

Laro Service Systems, Inc., a major provider of cleaning, janitorial, and maintenance services, is mopping up Manhattan! Since its arrival into New York City, Laro has obtained valuable employees, high profile clients, and a well-known marble and maintenance company.

Laro Service Systems, Inc., is a 26-year-old privately held company based out of Bay Shore, Long Island with revenues of over $70 million with some 2,200 employees. Laro is a major provider in the Northeast and Middle Atlantic states of cleaning, mechanical maintenance, janitorial, engineering, environmental services, landscaping, wood/metal/marble work and more. It handles many high profile accounts including significant public facilities, commercial buildings, non-profit organizations, and transportation centers.

Robert Bertuglia, Jr., gets frustrated when someone perceives his company, Laro Service Systems, Inc., as "a Long Island business."

"While it is true that I started the company on Long Island (Suffolk County), we have been operating very successfully throughout New York City for a number of years, with high-profile clients like: The Statue of Liberty, Kennedy Airport's International Arrivals Building, all of the Verizon properties, and most recently, many of the properties at LaGuardia Airport," he said.

In Year 2000, Laro was able to pick up contracts at several Manhattan skyscraper properties like 61 Broadway in the Wall Street area. Moving his headquarters into Manhattan, Bertuglia is ready for the long haul to convince "The Big Apple's" property managers and landlords that Laro can do the job better, sharper, and more effective than the competition.

He is already on his way with clients like: Cushman & Wakefield, Jones Lang LaSalle, Trammel Crow, Barney's of New York and more.

After just finishing an unsuccessful attempt at acquiring Arcade, a spirited competitor which is based in midtown Manhattan, Laro is going full blast to obtain more New York City business. Its efforts include moving its corporate headquarters into a conspicuous full second floor office at 240 Madison Ave. by 38th Street.

Now, Laro is implementing marble maintenance into its plethora of services. It recently merged with Tiffany Restoration. Maintenance Corporation, a 7-year-old marble and stone restoration and installation company. By joining hands, Laro now offers architectural stone and tile maintenance, restoration, and installation for both interiors and exteriors.

Tiffany's recognizable outreach and expertise of clients and customers throughout Manhattan is beneficial for Laro, a rising player in New York City. John Palomba, president of Tiffany, and Christopher Screvane, vice president of Tiffany, have joined Laro as executive director of operations and vice president of special services, respectively.

"Considering Laro has both capital and bonding and an ability to expand, I know Laro will support us both financially and administratively," says Palomba. "I was especially impressed with the lack of employee turnover."

Perhaps one of Laro's most distinctive qualities is the continuous care and concern for its employees. About two years ago, Laro implemented a program designed to improve the upward mobility of its employees.

Considering that about 80% of Laro's employees speak Spanish and are not bilingual, Laro dedicates a great deal of time, energy, and finances towards educating its employees through an ESL program. "We feel that language is a key factor in building relationships between our employees and our customers.

It is essential that our employees fully understand the needs of our clients," says Bertuglia.

Thanks to programs like this one, Laro has received several business achievement awards including: "Entrepreneur of the Year" (Ernst & Young), and one of Long Island's "fastest growing private companies" (Newsday).

Bertuglia points out that two of Laro's biggest challenges where the company really earned its stripes were both in Manhattan: The Port Authority Bus Terminal on 8th Avenue spanning 40th-42nd Streets, and the Fulton Fish Market.

At the time when Laro took over the cleaning, maintenance and janitorial responsibilities at the Port Authority Bus Terminal, it was infamous for its dirty atmosphere--a huge turnoff to both visitors and commuters who were reluctant to use the deteriorating facility. There were very few takers for what appeared to be a tough, insurmountable project.

Bertuglia understood that the key to turning around the Port Authority Bus Terminal, to restore confidence and credibility in the environment, was to give it an ultra-clean appearance where the floors had a reflection and where the bathrooms smelled clean and fresh.

Drawing upon his memories and going back to his roots, Bertuglia declares: "I challenge any of New York's property managers and landlords to throw down the gauntlet. When it comes to cleaning, maintenance, and janitorial--there isn't a problem or crisis Laro cannot handle!"