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Consultant turned canine caregiver opens franchise that offers playtime, grooming, boarding services
Diane Wheeler spent 30 years working in the California pharmaceutical industry, promising herself that by the time she hit age 50, she would be doing "something fun."
Last year, Wheeler traded in her independent marketing consulting practice to open a high-end dog-care center in San Marcos, a franchise under the nationally branded Dogtopia company.
"I had this passion for dogs," Wheeler said. "I lit up anytime I was around a dog. Then I was realizing I could make a living doing this."
Wheeler, 50, spent years working as a data analyst for pharmaceutical companies, including San Francisco-based Elan and Irvine-based Allergan. In 2001, she moved to San Diego County, contracting independently with companies nationwide, she said.
That entrepreneurial experience emboldened the dog lover to try her hand with a Dogtopia franchise. And sitting in the courtyard play area of her business, which opened over the summer, Wheeler was animated as she pointed out doggie cots, play gyms and a bone-shaped wading pool.
Other Dogtopia offerings: air-conditioned playrooms with rubberized flooring to pad paws and joints, futons for lounging and no chain-link fences in sight.
Wheeler's franchise also offers open-play daytime dog care, optional overnight stays and grooming services, including self-serve and professional dog washing in the on-site tubs.
It took four months to find her West San Marcos Boulevard location, Wheeler said, but the spot was worth the wait. She partitioned the building, which formerly housed a nightclub, into two playrooms, a tub room, kitchen, office and reception area.
Staff members are on hand to supervise dogs in rooms designated for larger and smaller animals. And online, pet owners can watch their dogs at play via Dogtopia Web cameras.
Dogs are prescreened before being permitted to join the Dogtopia pack, Wheeler said. They undergo a physical exam, in which staff members examine limbs, teeth and gums for sores or tender areas. And if they have a bad attitude around other dogs, forget it.
"We take them into a quiet area, and then bring in one dog at a time," Wheeler said. "We start with the quiet ones and lead up to the more energetic dogs. Then we watch reactions. If they don't get along, we can't take them because it's not an option to keep the dog crated all day."
Exceptions to the no-crate rule: twice-daily feedings and an early afternoon naptime. Wheeler said crates help curb aggression as the dogs feed.
"Otherwise, it's supervised open play," she said.
Such doggie luxury starts at $35 per day, although pet owners can pay $500 for unlimited monthly visits.
When one pet owner recently stopped by to drop off a 6-month-old chihuahua named Chula, Wheeler scooped up the quivering pup to introduce it to Rukus, a comparatively larger dog.
But Chula didn't get special protection after being introduced to six small dogs in the playroom. Wheeler's own dogs, Timber and Annie, were part of the little pack sniffing out the Chihuahua.
"Everyone all runs over, checks them out, sniffs all over them," Wheeler said. But within a few moments, the dogs resumed play.
Some of the dogs are up for adoption: Wheeler has partnered with the Escondido Humane Society to foster several dogs at Dogtopia in the hopes that someone will adopt them.
San Marcos resident Karen Fisher started taking her dog, Charlie, to Dogtopia after browsing Wheeler's company Web site.
Fisher, a business manager for the Surf and Turf Tennis Club in Del Mar, said she hates to leave Charlie at home while she is traveling. But keeping an eye on Charlie via Dogtopia Web cams makes her feel happy, she said.
"He hates to be alone," Fisher said. "This is like a special treat for me."
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SAN MARCOS - Fur is figuratively flying from San Marcos with the opening of Dogtopia, which bills itself as an "upscale dog daycare, spa and boarding facility." The canine cabana is at 925 W. San Marcos Blvd.; call (760) 471-6888. Dogtopia San Marcos can pamper up to 50 pooches.
Dogtopias resemble a preschool playroom more than the standard kennel, with bright colors, toys and celebrations for holidays and birthdays. The cake, however, might be best left for the four-legged variety for whom it's intended.
This Dogtopia franchise is owned by longtime dog-lover and entrepreneur Diane Wheeler. In addition to day care and boarding, Dogtopia also offers a spa, self-service dog wash, and boutique.
The San Marcos Dogtopia is 4,500 square feet and has a 2,000-square-foot outdoor area, partly covered in synthetic turf, where the dogs can romp.
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