Dentfix Express Owner Looks to Improve on Business Delivery, New Site

Dentfix Express owner Steve Roberto said he has many plans to improve his newly acquired property at the corner of Maple Avenue, Bridge Street and River Road in Collinsville.

“I want this to look nice,” he said. “What I have planned is going to be a remarkably noticeable improvement.”

Roberto purchased the former gas stations and most recently Quick Lube at the end of December for $135,000, according to town records.

Roberto has an ambitious goal for improvements to the interior, exterior, parking and landscaping, some which still must go before the zoning commission.

“I would love to have the whole thing done by Memorial Day,” he said.

While it’s not yet open for retail hours, Roberto and two technicians who work for him have already begun using the space to work on cars. The business does paintless dent removal and scratch and chip repair, both touted as quiet processes. 

Roberto has been in his line of work for about 15 years and for the past several has run a mobile business. He has several wholesale accounts. Dentfix, for example, repairs minor dents and dings on certified used cars for many area auto dealerships. For individual customers, the company generally fixes vehicles at a home or office location.  

But having a retail space will offer several advantages, Roberto said.  

For one, Roberto plans to offer a drive-up service, since many of his repairs take less than a half hour. He will be able to easily tell customers when damage is beyond the scope of what he does. It will also help him have a community presence and allow him to service customers who may not feel comfortable having someone come to their home or office.

“This is not a new business,” Roberto said. “It’s a new process of service delivery.”

The other advantage of a storefront is more personal, Roberto said. At age 41, Roberto said, he would rather build something more tangible and spend less time on the road.

“I need to start building more value into the business and make the business less dependent on Steve Roberto,” he said.

Roberto now has two technicians —  Neil Cormier for scratch and chip repair and Mike Ziemba for paintless dent removal.

Prior to actually closing on the business, Roberto received zoning commission approval, with conditions, for the business use at the property on Oct. 19. At a subsequent meeting in November, the commission modified one condition and allowed Roberto the option to stay open until 10 p.m. According to the minutes of the meeting, he stated that he doesn't plan to stay open that late but objected to a more stringent condition the commission initially set.

Numerous residents spoke at the October meeting. Some raised concerns and many spoke in favor of the business and Roberto. At the November meeting, Maple Avenue resident Dave Morgan attempted to speak but was told he could not since it was not a public hearing.

Morgan said he objects to several aspects of the plan, including the lack of the historic district’s oversight that many area homeowners are required to have, suggested safety changes at the intersection, pedestrian safety, hours of operation and more. 

“That oil change place has been an eyesore for a long time and will continue to be not just a safety issue but just a blight on the community in general,” Morgan said.

Town officials, however, said the property is not in the historic district and that the town never planned to purchase it. According to the zoning commission’s minutes, the approval for “a change of the non-conforming use” was based on the finding in its regulations that “... the additional proposed use is of equal or less objectionable character than the existing non-conforming use on its own…”

Roberto also received approval to continue oil change operations at the site but said it’s not his main focus or priority. 

“My priority is to fix dents and scratches,” Roberto said. “Once I establish myself with that I will determine to what extent I will be changing oil.”

What Roberto does want to do more immediately is get the storefront fully up and running. He said he also plans to be a good neighbor and wants people to give him a chance.

"I want the neighbors comfortable I’m here," he said. "It’s a beautiful spot and I want to do the property justice."