What started as a middle-of-the-night brainstorm has become one of CITY Laundering Co.’s greatest growth stories. This year marks a major milestone: 15 years of service in the Des Moines metro and 7 years since opening the permanent Polk City, IA, facility—a clear sign that the early gamble paid off.
It all started with a 4 a.m. conversation as CITY’s third- and fourth-generation leaders, Roger Wetlaufer and Colin Wetlaufer, drove through Des Moines on their way from Iowa to Arizona—a moment Colin’s bold idea first took root.
“We were talking crazy,” Roger said. “But a good percentage of Iowa’s growth comes from Des Moines since that is where most of the population is, so it made sense to start there.”
And they didn’t go it alone.
To bring the idea to life, longtime CITY employee Mark Ballo relocated with his family to the Des Moines metro in 2008 after living his whole life in the Northeast Iowa area. Shortly after, CITY hired their first route service representative, Shane McKinney, who is still helping pave the way from the service side to this day alongside Mark, who now serves as CITY’s Director of Service.
From “Talking Crazy” to a Community Fixture
What started with leased space and a single route quickly gained traction. The Des Moines team built the business one relationship at a time—earning new customers, expanding services, and proving that CITY could compete and win in the state’s fastest-growing market.
In 2017, the long-term plan took another big step forward. CITY broke ground on its Polk City, IA facility (just 20 minutes North of Des Moines), designed from the ground up to serve as a permanent, scalable home for CITY’s Central Iowa operations. The official ribbon-cutting ceremony in June 2017 marked not just a building opening, but a long-anticipated moment of arrival.
“We are excited to be in Polk City serving the greater Des Moines area,” said Colin Wetlaufer, who became the President of CITY in early 2017. “The new structure shows CITY’s commitment to being the best in the industry.”
Des Moines: A Key Driver of Growth
Today, CITY’s Des Moines branch is one of the company’s largest branches. That success, Colin believes, is driven by CITY’s reputation for personal service and local accountability. While national chains continue to offer one-size-fits-all programs, CITY’s Iowa roots and customized service model have resonated deeply in Des Moines.
And as the growth continues, Colin isn’t shy about setting the bar even higher. “I’m excited to ask, when will our Des Moines area be bigger than Oelwein? (CITY HQ location),” He said.
From an early-morning idea to a cornerstone of CITY’s future, the Des Moines market continues to prove what’s possible with the right people, the right plan, and the courage to start from scratch. Here’s to 15 years of growth—and many more to come.
“I want to thank all of my co-workers for their effort; without you, we couldn’t do what we do,” Mark shared.