Carwash Con News

Harley Davidson’s Ken Schmidt Is Sure to Make Some Noise at 2026 NRCC

Mon, 27 Apr 2026 19:55:10 GMT

Harley Davidson’s Ken Schmidt Is Sure to Make Some Noise at 2026 NRC C

Schmidt’s Keynote is Tuesday, October 6 at the Atlantic City Convention Center.

Selecting a Keynote Speaker for the Northeast Regional Carwash Convention (NRCC) is never easy. In fact, it can take months to find and secure just the right fit, said Dave DuGoff, 2026 Co-Chair. “We search for a speaker with just the right message who we think will be relatable to our attendees. It’s not an easy task, but one we take great pride in.”

For the 2026 show, Harley-Davidson’s Ken Schmidt was a unanimous choice. Schmidt played a key role in the extraordinary turnaround of the legendary Harley-Davidson Motor Company in the early 1990s—but it didn’t come easy. He was tasked with restoring the company’s image, improving competitiveness, and creating demand for its motorcycles, all while shifting internal thinking from what the company makes to how it connects with people.

The author of Make Some Noise: The Unconventional Road to Dominance did exactly that. He became a leading voice for the brand, sharing insights on nontraditional communication, customer attraction, and brand-building.

While times have changed, what people want and need from the businesses they support hasn’t, according to Schmidt. In his keynote presentations, he emphasizes the importance of being memorable—not for what you do, but for how you connect with your customers. “His message is spot on,” said Mike Ashley, Co-Chair. “He is relatable, entertaining, and what he shares can be taken back to your own operation.”

About Schmidt

In 1997, Schmidt left Harley-Davidson to take an ownership position with the Chicago-based marketing firm VSA Partners. In 1999, he sold his share and launched the Ken Schmidt Company, combining two of his passions: motorcycling and speaking. He often uses motorcycles as a metaphor to introduce audiences to ideas and concepts they may not have considered before.

In addition to speaking and consulting, Schmidt is a co-founder of Torque Sessions Leadership Training and the host of Tailgating with Geniuses, where he interviews innovative leaders across industries about their perspectives on leadership, challenges, and success. As Schmidt puts it, “Never do what’s expected, make yourself as noticeably different as possible, and have a lot more fun than you’re supposed to.”

Schmidt’s keynote takes place Tuesday, October 6 at the Atlantic City Convention Center.

To learn more about the 2026 Carwash Con East, visit www.carwashcon.com

First published in the Northeast Carwasher magazine .

NRCC Announces New Brand Identity, Expanded East Coast Reach

Sat, 18 Apr 2026 17:19:21 GMT

NRCC Announces New Brand Identity

EXPANDED EAST COAST REACH

The Northeast Regional Carwash Convention (NRCC), one of the premier gatherings for professional carwash operators, suppliers and industry leaders, is excited to announce the unveiling of a new brand identity and expanded regional focus that will extend its reach to carwash operators across the entire East Coast.

For 36 years, the convention has served as a key event for operators throughout the Northeast, providing valuable education, networking opportunities, and access to the latest innovations in the professional carwash industry. As the industry continues to evolve and grow, convention leadership recognized an opportunity to broaden its mission and better serve operators across a larger geographic footprint.

As part of this evolution, the organization is introducing a new logo and refreshed brand identity that reflects the convention’s growth, forward-thinking vision, and commitment to supporting operators from Maine to Florida. “Our goal has always been to create a welcoming place where operators can learn, connect and grow their businesses,” said Dave DuGoff, Co-Chair with the Mid-Atlantic Carwash Association. “With this new brand and expanded focus, Carwash Con East is welcoming operators from up and down the East Coast to join us for the same high-quality education, networking, and industry insights the convention has become known for, but on an elevated scale.”

The rebrand represents more than a visual change. It signals a renewed commitment to: Bringing together carwash professionals from across the East Coast Expanding educational programming and industry resources Strengthening connections between operators and leading suppliers and Supporting innovation and growth in the professional carwash industry.

Attendees can expect an expanded and dynamic mix of industry-leading speakers, cutting-edge technology, and valuable networking opportunities in an intimate setting that has made the gathering a must-attend event for operators and suppliers. “We are so excited about our new brand and what it represents,” said Co-Chair Mike Ashley. “Our board continues to reimagine our mission and put our attendees and vendors first — and we always will.”

About the Event

Carwash Con East (formerly the Northeast Regional Carwash Convention) brings together professional carwash owners, operators, manufacturers and suppliers to share knowledge, explore new technologies and build lasting industry connections. The annual event was first held in Newport, RI, in 1988. The three-day event is put on by representatives from the Car Wash Operators of New Jersey (CWONJ), Mid-Atlantic Carwash Association (MCA), New England Carwash Association (NECA) and the New York State Car Wash Association (NYSCWA). The 2026 host is the Mid-Atlantic Carwash

Association with Dave DuGoff and Mike Ashley serving as co-chairmen.

Carwash Con East is October 5-7, 2026, at the Atlantic City Convention Center with the Hard Rock Hotel & Casino serving as the host hotel.

For more information visit carwashconeast.com or call (800) 868-8590.

Simoniz Celebration!

Thu, 26 Mar 2026 17:05:06 GMT

Simoniz Celebration

Can’t-miss kickoff to the event.

The team at Simoniz USA has turned their annual Simoniz Celebration into something attendees genuinely look forward to each year. Held in the Hollywood Ballroom at the Hard Rock Hotel & Casino, this opening-night event brings together more than 600 industry professionals for an evening that’s equal parts networking and fun.

With great food, drinks, and a relaxed atmosphere, it’s an easy way to connect with both new faces and familiar ones before the show really gets rolling. Hosted by longtime exhibitor and partner Simoniz USA, the event is open to all attendees and it’s one you won’t want to skip.

Location:

Hollywood Ballroom
Hard Rock Hotel & Casino Atlantic City Atlantic City, New Jersey

Date & Time:

TBA

3 Days of Carwash Innovation, Education & Connection

hello@ruleofdesigninc.com (Mel Ohlinger) — Thu, 23 Oct 2025 15:03:20 GMT

3 Days of Carwash Innovation, Education & Connection

NRCC 2025 Brought the Carwash Industry Together

The 35th annual Northeast Regional Carwash Convention proved once again why NRCC remains one of the most important events in the carwash industry. Held October 6–8, 2025, at the Atlantic City Convention Center in Atlantic City, New Jersey, this year’s event brought together nearly 2,000 attendees, more than 400 exhibitor booths and an outstanding lineup of speakers, panels and networking opportunities.

Before the show even began, excitement was building. In a pre-show interview, NYSCWA co-chairman Walt Hartl emphasized the value of industry professionals coming together to learn from one another, avoid common mistakes and strengthen the industry as a whole. That promise carried through every part of the event.

The convention opened Monday with the always-anticipated Virtual Carwash Tour hosted by Tom Hoffman Jr. of Hoffman Car Wash. Attendees got an inside look at innovative wash sites from Georgia, Pennsylvania, Indiana and even the Netherlands, offering fresh ideas and inspiration from across the globe. The evening continued with Simoniz’s annual Cocktails & Conversation reception at the Hard Rock Hotel & Casino, where great food, drinks and lively networking helped set the tone for the days ahead.

Tuesday morning launched the educational agenda with a breakfast buffet and an Early Bird Seminar covering current operational challenges and best practices. The sessions that followed reflected the wide range of issues and opportunities operators are navigating today. Mel Ohlinger of OhmCo shared practical insight into the biggest mistakes operators make with their websites, while Kyle Doyle of Ignite Wash/Rinsed presented data-backed findings on sales culture based on 3 million sales presentations. At the same time, self-serve professionals gathered for a well-attended panel focused on maximizing profitability and performance, while leadership-minded attendees heard from retired U.S. Army Colonel Pilar McDermott on how to handle difficult conversations with staff and customers.

One of the biggest highlights of the event was the keynote presentation from former WD-40 CEO Garry Ridge. His message focused on building a strong learning culture, using humor, experience and heart to show how trust, growth and resilience shape successful organizations.

Before the trade show floor opened, NRCC hosted its annual Awards Luncheon to recognize outstanding contributions to the industry. This year’s honorees included Melanie Agudelo of Scrub-a-Dub Car Wash and Riley Cook of Splash Car Wash, who both received Emerging Leader Awards. Mike Mountz of Grace For Vets was named Most Distinguished Person, and Tom Hoffman Jr. was inducted into the Hall of Fame. These recognitions highlighted the passion, service and leadership that continue to move the industry forward.

The trade show floor itself was a major draw, featuring 416 booths and a packed exhibition hall filled with new ideas, products and technology. After a full afternoon of exploring the show, attendees gathered once again at the ICS-sponsored Welcome Reception for refreshments, raffles and more opportunities to connect.

Wednesday kept the momentum going with two concurrent panel discussions. One focused on leadership, growth and the future of the industry, while the other centered on self-serve operations, technology and customer connection. The event wrapped with one final exhibition session, giving attendees time to revisit suppliers, ask questions and leave with valuable insights to bring back to their businesses.

From start to finish, NRCC 2025 delivered on its promise of education, collaboration and forward-thinking industry support. It was a reminder that the best part of the carwash industry is not just the innovation on the show floor, but the people willing to share what they have learned and help each other succeed.

NRCC 2026 will return to the Atlantic City Convention Center October 5–7, 2026. If this year’s convention was any indication, it is already shaping up to be another can’t-miss event.

NRCC 2025: Awards Luncheon

Sat, 11 Oct 2025 03:44:10 GMT

NRCC 2025:

AWARDS LUNCHEON

The 35th Northeast Regional Carwash Convention (NRCC) Awards Luncheon highlighted two Emerging Leaders and two industry greats. The program was hosted by Co-Chairs Walt Hartl and Chris Kubarek.

Emerging Leader Recipients

The NRCC’s Emerging Leader award is meant to acknowledge and push the industry’s youngest and brightest to new heights while encouraging them to continue in their path as industry leaders. Melanie Agudelo of ScrubADub Auto Wash Center in Massachusetts is the assistant manager of the company’s Quincy flex serve. In 2022 she was the youngest recipient of the Spirit of ScrubaDub award, having been selected by her fellow team members and managers for caring like family for her team, community and customers. Alex Paisner, Director of People and Culture for ScrubaDub said, “Melanie is an inspiring leader for her team and is deserving of any and all recognition.”

Riley Cook, began as a customer service advisor at Splash Car Wash’s Newark, NY, store and has worked his way up to General Manager at their Fayetteville, NY, store where he oversaw the most successful initial ramp up in Splash’s history. According to Michael Grubka, Splash Area Manager, “He is a leader who has emerged and will have continued success with anything he touches in the industry.”

Most Distinguished Person

The Most Distinguished Person award is bestowed on an individual who demonstrates a high level of dedication and devotion to the promotion and advancement of the professional carwashing industry. And this year’s recipient did that in spades through carwash innovation and the formation of Grace for Vets, the program that honors Veterans on November 11 with a free wash to acknowledge and thank them for their service to the country. Mike Mountz, founder of Cloister Car Washes in Pennsylvania, created this program and devoted years to its mission before turning it over to Mark Curtis with Splash. The nonprofit organization is made up of thousands of participating carwashes in the US and abroad. In 2024, 4,309 participants gave away 390,000 free carwashes. To learn more and participate visit graceforvets.com

Mike’s long-time friend, Tom Hoffman, Sr. of Hoffman Car Washes in Albany, NY, presented him with the honor in an emotional tribute from one great carwasher to another. Hoffman Car Wash was the first wash, beside Cloister, to participate in the program. In true fashion, Mike tossed out a mile’s long roll of paper with all those he wanted to thank for the award, taking little credit for his huge impact on the industry.

Most Distinguished Person

Center in Massachusetts is the assistant manager of the company’s Quincy flex serve. In 2022 she was the youngest recipient of the Spirit of ScrubaDub award, having been selected by her fellow team members and managers for caring like family for her team, community and customers. Alex Paisner, Director of People and Culture for ScrubaDub said, “Melanie is an inspiring leader for her team and is deserving of any and all recognition.”

33rd NRCC Breaks Records!

Sat, 16 Oct 2021 14:00:22 GMT

SHOW HIGHLIGHTS

33rd NRCC Breaks Records!

ATLANTIC CITY, NJ — The 33 ^rd Northeast Regional Carwash Convention (NRCC), October 2-4, at the Atlantic City Convention Center surpassed its 2022 booth count with 386 exhibits and beat its highest attendee number set in 2019 with 1921 combined attendees and exhibitors, according to Heather Courtney, NRCC Show Coordinator. “To say I’m thrilled would be an understatement,” said Courtney, who is in her seventh year managing the event. “We spent more money promoting the show and have elevated our educational track significantly over the last several years. The NRCC had outstanding education, a huge show floor and is cost-effective for operators as well as vendors and all of that combined is a great value to all.”

And according to Bob Rossini, Show Chairman representing the Connecticut Carwash Association (CCA), the event’s host, “This show had extremely high energy,” he said. “Attendees have seen the changes we’ve made to the show and it’s paying off. Everyone I spoke with was impressed and energized to learn and bring fresh, new ideas back to their washes.”

Show Highlights

A wide range of educational options elevated the 33rd NRCC, with something for everyone, according to Education Chair Suzanne Stansbury. “It’s always a challenge to select a topic that will appeal to all types of operators with varying backgrounds, but I think we were able to find presenters with lots of charisma and diversity who were also relatable. I was really happy with our educational offerings.”

The lineup included the annual “Virtual Carwash Tour” facilitated by Tom Hoffman, Jr. of Hoffman Car Washes and InnovateIT. The sites shown virtually included RoJo Car Wash in Norwood and Walpole, MA, operated by John Shalbey, Jr., Gleam and Gleam 2 Car Washes out of Denver, CO, operated by Emilie Baratta, Chesapeake Car Wash in Chesapeake, MD, operated by Tom Morris and Quick Clean Car Wash out of Lee’s Summit, MO, operated by Bob Brown. “I try to compile a diverse grouping of washes and this year I think I was able to hit all wash models, including sites with detailing,” said Stansbury. “I have also added in some out-of-market sites to give attendees a more broad look at what operators in different parts of the country are doing.” This event was sponsored by Sergeant Sudz.

Simoniz Celebration Expansion

After the Virtual Tour concluded Simoniz USA, a long-time supporter of the NRCC, held its annual event, the Simoniz Celebration, at the Hard Rock’s Hollywood Ballroom. This gathering helps get everyone fired up for the show’s first day of exhibits and additional education. This year, the company opened the evening event up to every single attendee, no matter their level of registration. “Simoniz calls the Northeast our back yard with our headquarters located in Bolton, CT,” said Joey Plude, Marketing Manager. “Therefore, a partnership and association with the NRCC and the Northeast community as a whole is very important to us.”

The annual event drew a massive crowd, according to Plude. “We are so proud to have strengthened this relationship with the NRCC and the Northeast carwash family by opening up our Simoniz Celebration to the entire show,” he said. “We feel it was a massive success having almost 600 attendees and we are committed to making it even bigger next year!”

Chairman Rossini couldn’t agree more. “Our thanks go out to the entire Simoniz team, and Joey, for coordinating this incredible offering,” said Rossini. “Next year’s event on Monday, October 7 ^th , should be amazing!”

Tuesday’s Events

On day two of the show attendees were able to partake of an extensive buffet breakfast before soaking up content from the popular Early Bird panel discussion. This panel is meant to be unscripted and cover topics relating to all carwash models. Panelists included Amanda Kubarek of K & S Car Wash, Auburn, NY; Steve Sause of Cloud 10, Darien, CT; Mike Ashley of Virginia Car Wash Industries, Inc., Toms Brook, VA; and Dan Saidel of Premier Car Wash, Metuchen, NJ. The panel was moderated by the New England Carwash Association’s John Shalbey, Jr., with RoJo Car Washes in Norwood and Walpole, MA.

Next up was an insightful program titled, “Your Unlimited Program — Is it Return or Rechurn?” facilitated by Myrrh Consulting’s Chris Brown. Brown provided tips on how to master the unlimited sales process while minimizing financial fallout. He was able to demonstrate how to drive your unlimited capture rate, keep churn in check and ensure that your customers are happy customers for life.

“Ask The Marketing Experts,” facilitated by Nick Lopez of Bubble Bath Car Wash, was the next spirited seminar on tap. Lopez’ panelists included Wade Keith of Breeze Thru Car Washes in Wyoming and Colorado, Kacy Erdelyi of Spark Car Wash with three sites in New Jersey (more on the drawing board) and additional washes to come in Pennsylvania and New York, and Victoria Perez of Bubble Bath Car Wash in San Antonio, TX. The group took questions from the audience and shared their expertise on all aspects of carwash marketing. The feedback to this seminar was extremely positive and left attendees wanting more.

Exceptional Keynote Experience

International award-winning leadership expert and celebrated speaker, Mark Denton, shared his expertise on navigating turbulent waters in life and business with more than 300 in attendance. Denton has competed in countless races and sailed more than 80,000 miles across the worlds’ most hostile oceans. In doing so, he has learned a bit about motivating his team and being able to adjust his leadership skills to meet all challenges; skills that can be taken back to your wash when motivating your staff to work smarter and better as a team. “His shear courage and will to overcome incredible odds, while working in a team environment, is nothing short of inspiring,” said Chairman Rossini.

The Keynote was sponsored by Micrologic Associates and InnovateIT.

Awards Luncheon

This year’s Awards Luncheon was led by Chairman Bob Rossini. Recipients included four Emerging Leaders: Sebastien Weekes of Spritz Car Wash in Clifton Park, NY, Dave Jones of Splash Car Wash, Milford, CT, Francesca Roman of Hoffman Car Wash, Albany, NY, and Max Pulcini, Director of Communications with EverWash, Philadelphia, PA.

The Emerging Leader Award celebrates and encourages early-career managers who have demonstrated strong leadership and industry service.

The Most Distinguished Person Award honoree was Larry Fiano of Fiano’s E-Z Coin-Op Carwash in Bolton, CT. Fiano, 98, is a long-time CCA member. He has been washing cars since 1967 when he built a carwash into a parcel of land he had acquired the previous year. His wash is still in operation and the parcel of land now also includes a miniature golf and driving range called Mar-Lea Golf named after his oldest son Mark and youngest daughter Leah.

Larry would like to acknowledge the help he has received from Jeff and Allison Shackett of Car Wash Systems, as well as the Gorra family of Simoniz USA who have supplied the wash for the last 50+ years. Larry was not able to attend the show so Chairman Rossini accepted the award on his behalf.

The NRCC’s highest honor, its Hall of Fame Award, was bestowed upon two individuals this year who have supported the NRCC and its mission and helped it grow year over year, tirelessly. The recipients are selected by past honorees.

Bill Gorra and Al West of Simoniz USA were honored with the 2023 Hall of Fame Award. Bill’s journey began in 1980 working in sales at Syndet Products where his hands-on approach helped him gain industry knowledge. Using this experience, just three years later, he oversaw and managed five Gentle Touch Car Washes in Hartford, CT.

Bill then negotiated a licensing agreement with First Brands to use the Simoniz name in conjunction with professional carwash products. In 1988, he purchased controlling interests of Syndet from his father and expanded operations. And in 1997, Syndet purchased the 100-year-old Simoniz brand and renamed it Simoniz USA. The company now employs 350 and owns more than 100 brands and has been exhibiting at the NRCC for 33 years.

Al West began with the company 27 years ago after breaking into the industry as a manager with Boston-based ScrubaDub. He was then recruited by Simoniz when they were looking for a Team Member. He quickly rose up through the ranks to his current position as Northeast Carwash Sales Manager. And, according to his boss, Bill Gorra, “Al is selfless, passionate, dedicated and one of the most loyal people you can find, and the company would not be the same without him.”

Both Gorra and West have supported the NRCC as valued exhibitors, sponsors and sounding boards over the last 33 years. They never hesitate to help the show grow and prosper while providing East Coast operators with a first-rate event. Gorra was not available to accept the award due to the recent passing of his wife Christine. His son, Will, accepted the honor on his behalf. West, who did not know he was receiving the award, accepted it with surprise.

The Award’s Luncheon was sponsored by Carwash Superstore.

Annual Welcome Reception Grows

Another highlight of the show is the annual Welcome Reception sponsored by long-time sponsor and show supporter ICS. This casual meet and greet includes complimentary beverages and light New Jersey fare before everyone sets out for dinner with friends and vendors. “The last three years we have held the event at the ACCC just at the close of the show on Tuesday,” recounts Heather Courtney. “It’s a great opportunity to take a break after walking the floor and catch up with friends old and new. It’s been a highlight of our show for years and we couldn’t do it without the generosity of ICS.”

This year’s Welcome Reception also included a $500 cash giveaway and a Yeti cooler giveaway. The cash winner was Larry Lawrence of Roll-N-Vac by TRUEBITE, INC, out of Binghamton, NY, and the Yeti cooler went to Mike Goupil of Maintenance Tech out of Portland, ME.

Final Seminar

The show’s final seminar and breakfast featured Chick-fil-A’s Arthur Greeno whose Keynote “Remarkable Customer Service” resonated and entertained the audience. Greeno, who is also the bestselling author of “Breaking Conformity,” is a current multi-store owner/operator. He shared some of the company’s “secret sauce” on its consistent quality and remarkable customer service. It was obvious that he goes above and beyond with his employees. Visit nrccshow.com for a barcode to link to “50 Great Stories Meant to Inspire Greatness In Your Company.”

“I thought Arthur and our entire educational lineup provided some exceptional content and examples of how to improve communication, better lead and better market wash operations,” said Stansbury. “We have a limited number of educational slots to fill each show, which makes the selection process challenging, but we do encourage attendees to share their thoughts and ideas with us,” she said. “Please email them to info@nrccshow.com or give us a call at 800.868.8590. You can also share feedback on each session by logging into the APP, NRCC 2023, and filling out a brief survey.

The 34 ^th NRCC is slated for October 7-9 at the Atlantic City Convention Center. The Hard Rock Hotel & Casino is the host hotel. Make sure to visit nrccshow.com in the coming months for registration and seminar information. The Car Wash Operators of New Jersey (CWONJ) is the host association with CWONJ Past President Doug Rieck serving as Chairman.