Car Care World Expo
By Stefan Budricks, Editor

Look, just about everyone is feeling the pinch (economically, that is) — and those fortunate enough not to be affected right now are probably experiencing some anxiety at the thought that they might be next. It is wholly unreasonable to expect our industry to be exempt from these tribulations. It is within this context that the International Carwash Association’s latest presentation of Car Care World Expo has to be measured.

Who is to do the measuring, though? The exhibitors’ take on the show is certain to differ from how the operator attendees view the event, which, in turn, will be quite dissimilar to the organizers’ perspective.

So how do we take stock of Car Care World Expo 2010? There is no single measure. While numbers are useful, they are not the sole determinant of success. That is just as well, because some of the numbers do not look good: Since the record of 10,605 was set in Las Vegas in 2004, attendance has been on a steady decline, most noticeably during the last two years. This year’s total: 5,512.

Other numbers look better: For the ICA, exhibit space sales are an indispensible revenue generator and, in this regard, the Expo was a winner. This year exhibit booths covered 125,050 square feet — up by 1,000 square feet over last year, while the number of exhibitors dipped ever so slightly from 317 to 305. The ICA also points out that its New Investor and Petroleum Marketer seminars each recorded a better than 50 percent growth in attendance. Likewise, the ICA reports that at 900, 50 percent more attendees sat in on educational sessions compared to last year.

For exhibitors, the size of the trade show floor is probably of less importance than the number of attendees walking over it. More important yet: the number of attendees who are ready to make a buying decision. Herein lies a difficulty: How do you separate the check writers from the tire kickers in the registrant total? Every exhibitor’s experience will be different. We heard from exhibitors disappointed with the traffic and the interest, while others thought the traffic slow, but interest high. Some reported the best show results ever, others — not so much.

You’ll find similar ambivalence among attendees. There has been some carping about the high cost of attending, while the opposing view — that the annual event is worth the expense regardless of the size of the turnout — is well represented. It’s reasonable to assume that conferees are at the show primarily to learn —whether from exhibitors, formal educational sessions, or casual interaction with peers. On this front, too, there are divergent views: Some claim to have neither seen nor heard anything really new. It’s instructive, and a little troubling, that so few attended the educational sessions. The more positive-inclined saw enough in equipment improvements and gathered enough new information to institute cost-saving measures at home.

Regardless of which side of the divide one ends up on, there is no question that CCWE is slimming down. Cut from the program this year: breakfast at the General Session (good; palate protection); rent-a-speaker keynote (good; questionable relevance); awards (good; down to two — there were nine in 2004 — keep it exclusive); Expo Daily News publications (tossup; helpful, but not essential); educational handbooks (not so good; these were great to have at the show site and even handier later on. Like many attendees, I have a collection of educational handbooks going back many years. They are an invaluable reference source. Having “handouts” available online helps, but does not equate).

Fat or thin, CCWE remains the premier event on car washing’s calendar. If you’re a car washer or planning on becoming one, you need to be there. See you at the Sands.