We had the good fortune of connecting with Dean Morash and we’ve shared our conversation below.

Hi Dean, we’d love to hear about how you approach risk and risk-taking
Risk taking is a significant consideration for every entrepreneur. Before I launched my business, I gathered as much data as I could to determine the demand for my concierge car storage business. I wanted to ensure that there was sufficient demand to be profitable. But at some point in this process, before I was sure, a building was presented to me putting me in a position to make a decision. At this point, it was important to allow my previous professional and life experiences to guide my decision making as well as this incomplete analysis. Obviously, I decided to move forward and we have had similar expansion decisions to make in the last three years that are very similar. I am super thankful that I took these risks as the community has responded favorably to our services and permitted us to expand. Many of my customers are also successful entrepreneurs and they tell me similar stories of having to commit significant resources at certain key inflection points in their businesses. I would say that the willingness to take risk and the ability to determine which ones to take are key differentiators in business success. But risk management needs to be accompanied with tremendous perseverance, as planning is not an exact science. Navigating a crisis like Covid 19 and maintaining profitability during it is a perfect example of that. You may need to quickly re-configure your business to make up for lost revenue streams. I think this is why it so important to be owning a business that you are super passionate about, because when planning fails to inform you of a changing environment you can quickly come up with something else to generate revenue that you are as equally excited about. This is precisely why we launched our Podcast “ The So Cal Car Scene” to our business.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
So Cal Classic Car Storage is more than investment grade car storage, it is a lifestyle. We consider ourselves to be an extension of our customers garages and car caves. Many of our customers have part of their car collection at home so we know that we have to meet or exceed their own expectations. We go out of our way to ensure that we fit into their lifestyle, and make sure they feel at home but also that we anticipate their car needs and that is why we provide extensible concierge services. The So Cal brand conveys that cars are an integral part of our customers lifestyle and we go out of our way to celebrate that in the design of our facility as well as the care of them. Starting a business and hanging in there during lean times is challenging but it is so important to be prepared, be creative and have that self-awareness to course correct when things are not going as planned. Building a brand and becoming a trusted provider of services to customers is one of the most rewarding things we do every day.


Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
With Covid as the backdrop with much of LA’s culture not available I would say go north from LA and enjoy the incredible California coast. If you go north head for Malibu for some lunch and then make your way to Santa Barbara and stick your toes in the sand and then get dinner at a number of fine restaurants outside. Hang out then for a night and then head up the coast and stop in Solvang and hit a few wineries. Get back on the 101 and head North. Stop in Santa Maria and enjoy the world’s best tri tip. Head north for a little while longer and stop in at Pismo Beach where you can stay overnight in one of their awesome beachfront hotels. On your way back take the coast highway and enjoy the incredible coast and its beauty and stop in all kinds of small amazing beach cities. When you eventually get back on the 5 freeway going south don’t stop until you hit Laguna Beach which is a great coastal community. Go down the coast a few miles and walk Strands Beach in Dana Point. Go south and hit Carlsbad, Solana Beach, and La Jolla before you get to San Diego where you have to visit Pacific Beach. Finally end your beach tour in Corona Del Mar and don’t forget to spend some time checking out the amazing Hotel Coronado. Don’t forget to hang out in Little Italy and Old Town where you want to get some great eats while you are in San Diego.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
When you are contemplating a new business and leaving a successful career behind you need the encouragement of someone. The one person that really deserves a great deal of credit is my wife, Rachel. I can’t thank her enough. When others expressed concern about my plan to start a business she was an enthusiastic two thumbs up. I also reached out to others that were running similar businesses to gain their insight and they were very helpful. These other businesses owners are friends to this day. When my son joined the business the business was growing and I needed some help. Now 2 and 1/2 years later his help is indispensable. He is a significant factor in our ability to continue our growth as he brings significant marketing, social media and multimedia experience to the business. He has enabled us to add a Podcast series as well as other recurring videos to create professional grade content. His impact on our social media presence has been significant.

Website: https://www.socalcarstorage.com/
Instagram: https://www.instagram.com/socalclassic/
Linkedin: https://www.linkedin.com/company/7948641/
Facebook: https://www.facebook.com/socalcarstorage/
Yelp: https://www.yelp.com/biz/so-cal-classic-car-storage-laguna-hills-3
Youtube: https://www.youtube.com/channel/UCXPBXAioplowNCRPoBSmmIA
Other: https://www.instagram.com/thesocalcarscene/

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.