7 Tips for a Successful Car Wash Grand Opening

Generate buzz, reach new customers and pull off a high-engagement event.

January 22, 2025

At the Women in Carwash Conference, held January 19–21 in Charleston, South Carolina, it quickly became clear that El Car Wash, with over 50 car washes in Florida and Michigan, is making waves for its exceptional grand opening events. 

One attendee described attending an El Car Wash grand opening in Madison Heights, Michigan, during “a literal blizzard.” Despite the cold, they washed more than 700 cars, and NFL legend Barry Sanders made a guest appearance. “But what really stood out to me the most was the employees. Even in the cold and snow, everyone was smiling and excited to welcome people,” she said. “Everyone there believed in what they were doing, and that was evident to the customers.”

Carly Klein, director of marketing at El Car Wash, shared her blueprint for organizing successful events—insights gleaned from orchestrating 35 grand openings in recent years. Here’s her playbook:

  1. Find your “why.”

    Before planning, clarify the event’s deeper purpose. Are you aiming to reach new customers, generate brand excitement, build loyalty, or strengthen community connections? “You need to get to the root of what you’re doing,” Klein said. “It’s not necessarily about selling a product or membership. It has to be about your ‘why,’ which is more than just washing cars.”

  2. Build relationships with local partners.

    Klein collaborates with community vendors and other businesses to enhance grand openings—such as forging a relationship with Chick-fil-A to supply food. “Get other businesses to buy into your vision,” she said. “Show them it’s a sampling opportunity and that your event will drive traffic back to their site, too.”

  3. Get organized.

    Klein uses an 11-step checklist for each grand opening, which includes finalizing budgets, selecting a date, getting any required permits, booking staff, and more. “Having a checklist is crucial for repeated success,” she said.

  4. Generate buzz.

    Investing in digital marketing, social media, and community outreach boosts awareness and attendance. “We send a post-event survey after every grand opening. About half the guests say they heard about us through marketing,” Klein said. She recommends reaching out to local chambers of commerce, fire and police departments, clubs, and sports teams to help attract new faces.

  5. Know what’s important to your community.

    Every El Car Wash grand opening partners with a local charity. “I made this a non-negotiable,” Klein said. She stressed collaborating with corporate and field teams to identify meaningful local causes. “Your field team has the local knowledge,” said Klein. “Consistent communication is key.”

  6. Inspire your team members.

    If employees are excited, guests will be, too. Klein makes sure site managers, regional managers, and other staff know the event’s goals and have the right resources. “I’ll host a call a month before to get buy-in, share a run-of-show the week before, and do a final call to confirm details,” she said.

  7. Capture metrics. Klein points out that having tangible data—cars washed, membership conversions, social engagement—helps demonstrate ROI to leadership and secure investment for future store openings.

By following these steps, businesses of all sizes can create grand openings that draw in new patrons, excite employees, and make a genuine community connection.