Women’s Leadership Experience 2019

More than 100 women from the car wash industry (and a few of the dedicated men who support them) gathered in Chicago November 18 and 19 for the sold out second edition of the International Carwash Association’s Women’s Leadership Experience.™

“You need to come to this event,” Breeze Thru Car Wash Site Manager Helena Moreno Longoria said. “It is life changing and can help you open up your mind to different opportunities and perspectives. Knowing other people that can help you in the industry and knowing that you’re not alone in that. It’s just a really great experience overall.”

The program was created to give the women in car wash the tools for better communication, confidence and culture. This year’s iteration at The Second City theater brought those skills to life through improv training.

The unique format gave attendees the chance to step outside of their comfort zones with activities designed to promote active listening, mindful speaking and tons of confidence. Often working in groups of two or three, participants laughed and shared in a workshop setting that promoted “yes, and…” thinking. “Yes, and…” lets teams and colleagues build possibility together, instead of creating limiting spaces with “yes, but” or shutting each other down with “no, because.”

“It’s really blood pumping and exciting,” Moreno Longoria said. “Our company is all about being positive and smiling and being friendly. It’s been really cool to have a training that matches who we are.”

It was important to workshop leaders Butch Jerinic, Le Le Mason, Sayjal Joshi and Tania Richard that everyone in the room felt safe and shed their shyness as soon as the day kicked off. The first few exercises involved standing up and saying mundane things – always to thunderous applause. Why? “Good leaders are trying to get buy-in, inspire their teams and challenge people who aren’t contributing,” Jerinic said. “This is so much easier to do with a collective team that supports each other unconditionally.”

“I’m taking back a lot of stuff,” Amy Robinson of Soapy Joe’s Car Wash said. “I’m really anxious to come back next year and show everyone that there’s respect and open communication, no judgment, just to be able to empower that [with my company].”

Anyone who’s taken an improv class remembers games like “freeze,” the one about the red ball, and zip-zap-zop. But how do these have anything to do with car washing? The facilitators made sure nobody left without making that connection – it all ties back to “yes, and.”

When leaders adopt a “yes, and…” attitude, it can enhance team building, customer relationships and profitability. Acknowledging complaints and concerns from customers and staff can actually boost your authority, especially when you really listen to what’s being said and engage authentically and creatively. Leaders carry the burden of responsibility for all the communication that goes on in their businesses, but that works better when they create space for other ideas and allow others to step into leadership, as well.

“Doing the little sit downs and the different ways of how to communicate differently or to communicate and deal with crew members and customers to give them the best experience possible,” Moo Moo Express Car Wash Site Manager BJ Franklin said. “The only consistent thing in life is change and the smallest change can make a big difference.”

“How often do you really know what’s going to come out of your mouth before you speak?” Jerinic asked the group in the closing session. “All human beings are improvisers – we just don’t usually go around calling it that.”

Attendees left with a room full of new car wash connections that they’ll be able to lean on in the future. “The most valuable thing was the connections and bonds created,” Tommy’s Car Wash Marketing Strategist Heidi Lohman said. “It’s amazing to get to know all of these wonderful women and be able to take those connections and be able to reach out to them later on when I know I’ll have questions.”

According to International Carwash Association Chief Content Officer Claire Moore, the Women’s Leadership Experience is more than a single event. “The real key is in helping connect the talented women in our industry throughout the year,” she said. “That’s why we have our dedicated Facebook group and will be planning additional opportunities for engagement throughout the year.”