Carwash Con East sets show floor record after rebrand from Northeast Regional
The Atlantic City event drew 423 exhibits, its largest in a 37-year history, with organizers crediting a strategic rebrand for attracting new vendors and attendees.
By The Car Wash News Staff
3 min read
Carwash Con East, held October 5 to 7 at the Atlantic City Convention Center, delivered the largest show floor in its 37-year history, organizers said. The event featured 423 exhibits, a record number, according to reporting from the International Carwash Association.
The show, formerly known as the Northeast Regional Carwash Convention, was first held in Newport, Rhode Island, in 1989. It is organized by representatives of four regional associations: the Car Wash Operators of New Jersey, the Mid-Atlantic Carwash Association, the New England Carwash Association, and the New York State Car Wash Association. The 2026 edition was hosted by the Mid-Atlantic Carwash Association, with Dave DuGoff and Mike Ashley serving as co-chairs.
Rebrand credited with wider reach
The board's decision to rebrand aimed to attract new vendors and attendees, and organizers said the strategy paid off. Even Baright, co-owner of first-time exhibitor 1Stop Merchandise, reported strong traffic on both days and said the company plans to return next year.
Organizers also pointed to improved search visibility. Matt Ladendorf of Centerpointe Development in Scottsdale, Arizona, said he found the show through an online search for carwash events and traveled to Atlantic City to research self-serve options. The rebrand helped expand the show's online reach, according to the organizers.
Awards and education
The event recognized several industry figures. Emerging Leader awards went to Aaron King of Mast Solutions Inc. and Kevin Fitzgerald of ScrubaDub Auto Wash Centers. A new Giving Back award went to Motor City Wash Works for more than 16 years of fundraising and awareness efforts for St. Jude Children's Research Hospital, accepted by Richard Belanger. The show's highest honor, its Hall of Fame award, was presented to Micrologic founder Miguel Gonzalez by 2025 recipient Tom Hoffman, Jr.
Education expanded this year with programming aimed at managers and a range of seminars. Keynote speaker Ken Schmidt, formerly of Harley-Davidson, spoke on achieving market dominance, and Southwest Airlines' Tony Brigmon addressed service and employee engagement. Other sessions covered high-performing wash habits, AI search visibility, self-service competition, and sales and coaching strategies for managers. The Virtual Carwash Tour, which showcased four wash models, and networking events including the Simoniz Celebration and a welcome reception on the show floor rounded out the program.
Carwash Con East 2027 is scheduled for October 4 to 6 at the Atlantic City Convention Center, hosted by the New England Carwash Association with co-chairs John Shalbey, Jr. and Dave Ellard.
Why it matters for operators
The record turnout signals that regional trade shows remain a viable channel for operators to evaluate equipment, compare suppliers, and build vendor relationships in person. The event's reported SEO gains after rebranding are a reminder that discoverability drives attendance, a lesson that applies equally to individual wash businesses competing for local customers online. The keynote theme, that customers expect a good wash but reward operators who deliver an experience, reinforces a point many operators already face: competing on price alone is a losing position when differentiation through service and loyalty is available. Operators weighing whether to send managers and key staff to regional conventions can look to the expanded manager tracks and self-service sessions as evidence that programming is increasingly tailored beyond ownership.
