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The ICA getting a more international feel with Car Wash Show Europe

June 02, 2014
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CHICAGO — With the launch of Car Wash Show Europe in 2015, the ICA is gaining a more international presence, according to   

The event will take place in October 2015 in Amsterdam, The Netherlands, and will recur every two years.

Vote: Car Wash Show Europe poll

“We’ve always taken a view of ourselves of being sort of ‘big tent,’ meaning we serve retail carwash operators and distributors and manufacturers — the whole chain,” said ICA CEO Eric Wulf. “So going international is really just a continuation of that strategy. In the rest of the world, there’s no equivalent to what we do. Even though we’re 95 percent American, there’s no other international carwash association.”

Europe was chosen over other potential locations, like Asia, Wulf continued in the article, because, “A lot of our members, particularly those on the supply side, they already sell to Europe, and a lot of our operators have been to Europe to visit different carwashes.”

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The show is not as much about gaining new members, as it is providing members with a great show experience. “Our strategy in Europe for the time being is absolutely a tradeshow strategy,” Wulf said. “A membership model can be much more complex in terms of dealing with culture and language, recruitment, and any incumbents that you might be competing against.”

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