Women In Carwash 2026
Location & Date: ClearWater, FL Jan 18-20
Who Attended: Mel Ohlinger, Mike Ohlinger, the KIDS
Women in Carwash 2026: Sunshine, Mickey Mouse, and a Little Marketing Talk
The 2026 Women in Carwash Conference brought us down to Clearwater, Florida this year. We decided to surprise the kids by bringing them along with us to take advantage of our time in Florida. We packed up the kids, booked the flights, and turned it into something a little bigger than a work trip. It was the kids' first time in Florida, and for Iona, her first time on a plane altogether. Watching her figure out what to make of that experience was worth the trip on its own.
We spent a day at Disney before the conference kicked off, which was our first time there. Mike had been there as a kid, but being there as adults brings into focus the insane logistics behind the operation of the parks. Trying to see behind the scenes, looking for the signature paint colors that subconsciously indicates areas that your brain should ignore (spots that were under construction) was fun. The weather was a little dicey and cold (for Florida's sake), which made for some emergency sweatpant shopping, but it was a great day and night!

Once we arrived in Clearwater and got settled, Mel presented a marketing session at the conference, continuing the work she's been doing to bring practical, operator-focused marketing strategy to the people who need it most. It was wonderful getting to see some of the familiar faces that were there through last year's tricky weather in the Carolinas.
We've been really talking to a lot of people about the value of events like these and how they really differ from some of the product-focused events in the industry. WIC never feels promotional, or like you're being sold to. The purpose is betterment and conversations, and finding new ways to solve problems, or approach segments of the industry that we aren't particularly well-versed in with some practical knowledge, is really exciting and something we always look forward to. From marketing to more practical internal processes like finance and insurance, there's a wealth of content to take home.
Brenda Johnstone is the fuel behind these events and, runs them and coordinates them with such care and purpose that we are always excited to recommend new attendees. If you're considering or are on the fence as to the value of attending, visit their website and check out the next conference, which is in Seattle!
https://www.womenincarwash.com/
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