Friday, 30 November 2007 09:00

Corona Couple Turns Hobby Into Profitable Business

Alchemy Auto Painting & Collision Repair Inc., owned by Scott and Shelley Beetler of Corona, California, has opened its first location – one of the most advanced collision repair and auto painting facilities in the Inland Empire.


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Operating from their 10,000 square foot building on nearly one acre, they have the capacity to securely store over 65 vehicles at any one time. A 24-hour digital surveillance monitoring system ensures security. For added convenience,  there is 24 hour access to the  Webview™ system to check the status of any repair in the shop –  day or night. In addition, Alchemy Auto Painting offers free estimates, shuttle service, shop tours and refreshments to customers and insurance adjusters.

PPG waterborne paint
Conveniently located with access to the 91 Freeway at the Lincoln exit, Alchemy Auto Painting is one of the first auto painting facilities in the area to implement waterborne paint, even though it has not yet been mandated in Corona.

Beetler’s common sense told him to implement waterborne paint as he planned his facility from the ground up. “As a partner with PPG, we chose the proper accessories and a Sunlite spray booth on a platform with full down draft – real state of the art. Clean air is circulated through the booth every four minutes!

“Learning the new paint technique was quite easy. PPG offered training to the employees to bring them up to speed on the newest techniques.”


With PPG’s Envirobase High Performance paint, the lower VOC emissions are cleaner than solvent based paints and better for the environment. PPG’s Envirobase has enhanced the shop’s ability to match factory finishes while paying special attention to paint texture, gloss, and hue.


Top of the line staff

Alchemy Auto Painting has highly experienced I-CAR-certified managers and technicians including expert trained staff on frame repair and expert color matching.


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The manager Randolfo DeLeon has 20 years experience as a body tech, painter, and estimator and is knowledgeable in all of these fields. DeLeon is very good at working with the customers assuring them that the company stands behind them throughout the repair process.


Foreman Joe Lazano runs the shop after many years running body shops in Los Angeles area dealerships.

“Together these two make an excellent team,” stated Beetler. “I can count on them to keep the employees trained and motivated.”

Working with others    
Although the shop has no DRPs at this time, Alchemy Auto Painting works with most major insurance companies to make the process of dealing with an accident simple and hassle free.

Continued Beetler, “We are evaluating various relationships. We are being very selective about who we partner with. We are only interested in a true partnership arrangement which will benefit all parties to the transaction.


As long-time residents of Corona, the Beetlers are well known in the community, active in the local Chamber of Commerce. Alchemy has recently joined the California Collision Repair Association (CRA). Other memberships are under consideration. Future projects include refurbishing vehicles for low income families. The Beetlers are dedicated to supporting the community and the collision repair industry.

“After four months, Alchemy is already profitable. Our goal is to return the car to the customer so one cannot tell it was repaired. We want to be the local body shop that people trust and believe in. Our goal is to become Corona’s preferred body shop – a company that stands by its word and delivers quality.”


Alchemy Auto Painting & Collision Repair Inc. is located at 1052 Railroad Street in Corona (951-735-5400). For more information, visit www.alchemyautopainting.com.