34th NRCC Breaks Records – Again!

ATLANTIC CITY, NJ — The 34th Northeast Regional Carwash Convention (NRCC), October 7-9, at the Atlantic City Convention Center showcased a record 420 booths, according to Show Chairman Doug Rieck with the Car Wash Operators of New Jersey (CWONJ), this year’s host. “We had a number of firsts this year,” said Rieck, “and one of them was topping our 2023 booth count by 34 booths, an all-time record,” he noted.

The annual show also expanded its show floor footprint by adding 30,000 square feet and using 20,000 of that at the 2024 show. “We expanded our footprint into Hall A,” noted Show Facilitator Heather Courtney. “We were currently using 84,000 square feet in Hall B. This year we topped out at 104,000 square feet of exhibits. I couldn’t be happier, and we still have room to grow.”

The square footage expansion is a reflection of the show’s continued growth and attraction to operators in the Northeast, said Rieck. “We are always striving to improve our product for our vendors and attendees,” he said. “This year’s show floor expansion is a testament to the quality of the show we put on and our board’s efforts to continually improve, adjust and listen to our vendors and attendees.”

More Opportunities to Learn

One of the additions to the 2024 NRCC was an “On Your Own” wash tour where attendees could stop at one of eight sites situated along the Garden State Parkway on their way to, or from, the event. A Manager-Only education session facilitated by JoAnna Brandi of JoAnna Brandi & Company was also added to the lineup. “Being able to stop at washes on your way to or from the show was a great added value,” said Rieck. “And, the Manager-Only program with JoAnna was a huge hit attracting more than 100 managers our first year out of the gate. We will continue to evolve that track for our wash managers,” added Rieck.

A highlight of the educational track, however, had to be this year’s Keynote Speaker, according to Education Chairperson, Suzanne Stansbury. “We start before the current show ends researching possible Keynote Speakers,” said Stansbury. “We try to bring in professionals who have a message that can relate to our attendees and how they operate their businesses. This year’s Keynote, Will Guidara, author of “Unreasonable Hospitality,” set a bar it’s going to be challenging to reach. He was nothing short of exceptional.”

Guidara, a renowned restaurateur who rose to fame by taking a middling brasserie in New York City to become the best restaurant in the world, brought his story to life by sharing how he learned to be unreasonable in his pursuit of giving his team and customers more than they expect. “Will was probably the best Keynote Speaker we have ever had,” according to Tom Hoffman, Jr., of Hoffman Car Wash and innovateIT who, in combination with Micrologic, sponsored the speaker. Hoffman introduced him to attendees. “I was just blown away.”

But not to be outdone, the education track also included the beloved Virtual Carwash Tour that featured Sudzy Salmon’s new 180-foot tunnel in Alaska, two Autobell sites in Chester, MD, and Newark, DE, the environmentally-conscious Canton Car Wash in Canton, MD, and the latest state-of-the-art Hoffman Car Wash in Halfmoon, NY. This seminar, viewed from the comfort of the Atlantic City Convention Center, was sponsored by AVW Equipment and water/snacks were compliments of Ardex.

The second day of the show included a traditional Early Bird panel discussion on all aspects of the industry with an emphasis this year on marketing spearheaded by Rojo Car Wash’s John Shalbey, Jr. and sponsored by RINSED. Panelists included Sean Larkin with Westminster Car Wash & Detailing in Westminster, MD, Steve Weekes of Spritz Car Wash in Clifton Park, NY, Tom Halford of Shammy Shine Car Washes in Milford, NJ, and Tatum O’Donnell with SplashSource in Naples, FL. A seminar by Chris Brown with Myrrh Consulting on how to maximize unlimited conversions in a tightening economy, sponsored by Welcomemat, followed that program. Brown, who spoke at the 2023 show is an attendee favorite.

Next up were concurrent seminars with one geared toward managers titled “8 Ways to Becoming a Magnetic Manager” with JoAnna Brandi. This seminar was sponsored by Neoglide/Kirikian Industries. While at the same time a program geared toward owner/operators was put on by Bank of America’s Ravi Mani and Rahul Bar, managing directors, auto aftermarket coverage, who head up the firm’s investment banking coverage at BOA Securities across the carwash industry. They shared their take on the industry’s future growth noting that more locations will be built, but at a slower pace. Platforms with a lot of leverage, however, will slow down their expansion. Consolidation will continue for the next 2-3 years, but that strong operators will get stronger and continue to take market share and consumers will continue to embrace the subscription model. And, in fact, over the past six quarters, despite economic challenges, subscription performance has rained incredibly stable.

After the exceptional Keynote by Will Guidara the group enjoyed an Awards Program facilitated by Show Chairman Doug Rieck. Two Emerging Leaders were selected this year; Justin Van Otten with Hoffman Car Wash and Brett Sullivan with Splash. This award is given to someone who displays selflessness, empathy, discipline and the overwhelming desire for success.

Mike Conte with Conte Consulting was selected as the 2024 Most Distinguished Person recipient for his dedication to the Car Wash Operators of New Jersey over the years as a board member and president. He began his career in carwashing doing back windows as a nine-year-old.

Dave Ellard with Triple Play Car Wash was the 2024 Hall of Fame inductee.

He has served on the NRCC board for the last 11 years and contributed greatly to the board’s evolution and professionalism. He operates two washes in the Boston market.

The luncheon and awards were sponsored by Sergeant Sudz.

The final educational seminar was on Wednesday morning, sponsored by DRB, and featured Disney’s Louie Gravance. Known as a customer service guru and former training designer for Walt Disney World in Orlando, he was able to demonstrate how you can take the principles used at Disney to your carwash business. His fundamental message is that delivery of excellent customer service is transformational, not just for the recipient but for the provider as well. You can get information on purchasing his book, “Service is a Superpower — Lessons Learned in a Magic Kingdom” at nrccshow.com

Networking Abounds

Attendees of the event, no matter their level of registration, were also able to mix and mingle at two outstanding networking events. The first was the Simoniz Celebration at the Hard Rock on Monday night. Nearly 600 gathered to network and grab some delicious food and drink after a long day at the show. “The Simoniz Celebration is outstanding,” said Rieck. “I look forward to it every year. We thank them so much for their support of the NRCC. It is just a great way to catch up with friends old and new.”

The second event, which has been sponsored by ICS since its inception, is the Annual Welcome Reception on the atrium level of the Atlantic City Convention Center at the close of show floor hours on Tuesday. The event, which includes light ‘Jersey fare and complimentary drinks is the perfect way to recharge before heading out to dinner. The event also includes a $500 cash raffle and this year a blue tooth speaker was also raffled off. “We can’t thank ICS enough for their commitment to us over the years,” said Rieck. “This event is fun and just perfect for the end of our first full day of exhibits and education. You don’t want to miss it.”

As mentioned earlier, the NRCC board has already begun work on its 2025 show, October 6-8, at the Atlantic City Convention Center. To reserve your booth space visit nrccshow.com or call 800/868-8590.