The Southwest Car Wash Association’s Annual Convention and Car Wash Expo for 2021 takes place in Fort Worth, TX, running from Wednesday, June 9 through Friday, June 11. The location for the show is the Fort Worth Convention Center.

The CEO Forum, the opening session on Wednesday starting at 10:30 a.m., features Michael Dominguez, president and CEO of Associated Luxury Hotels International (ALHI). Dominguez has a reputation for helping companies and small businesses achieve amazing customer service and branding. Dominguez speaks on topics such as handling disruption, the state of service-centered industries, and the economy. He was recognized in M&C Magazine’s survey of top industry speakers and was an invited speaker at South by Southwest in 2018.

The tradeshow floor opens following the CEO Forum. In all, between Wednesday and Thursday, the event offers attendees more than nine hours of visiting time with exhibitors, who will be occupying over 80,000 square feet of exhibit space.

Steve Forbes, chairman of the Forbes media empire, will be the 2021 keynote speaker for the event. His latest book is Reviving America: How Repealing Obamacare, Replacing the Tax Code and Reforming The Fed will Restore Hope and Prosperity co-authored by Elizabeth Ames (McGraw-Hill Professional). Under the heading of “Fact and Comment,” Forbes writes editorials for each issue of Forbes magazine. In both 1996 and 2000, he campaigned for the Republican nomination for the presidency. Key to his platform were a flat tax, medical savings accounts, and a new Social Security system for working Americans.

During the general session on Thursday, the 2021 SCWA Lifetime Achievement Award will be presented postumously to Sonny Fazio (1926 – 2013), founder of Sonny’s The CarWash Factory.

For the most up-to-date information, visit or call the Southwest Car Wash Association at (800) 440-0644.

Schedule of Events*


5:00 p.m
SCWA Happy Hour (Hampton Hotel)


10:30 a.m.
CEO Forum
• Speaker: Michael Dominguez

1:00 p.m. – 6:30 p.m.
Exhibits Open

2:30 p.m. – 5:30 p.m.
Quick Talks

4:30 p.m. – 6:30 p.m.
Welcome Reception (Expo Floor)

6:30 p.m.
SCWA Happy Hour (Hampton Hotel)


7:30 a.m.
Continental Breakfast
• State Discussion Tables

8:00 a.m. – 10:15 a.m.
Car Wash Investor Basics

8:00 a.m.
Fast Track Discussion Tables

9:00 a.m.
Idea Exchange Sessions
• Conveyor/Exterior
• Automatic/Self-Serve

10:30 a.m.
General Session
• Keynote Address — Speaker: Steve Forbes
• Awards Presentation

Attendee Lunch with Exhibitors

1:00 p.m. – 5:00 p.m.
Exhibits Open

1:30 p.m. – 4:30 p.m.
Quick Talks

5:30 p.m.
SCWA Social Event
• Billy Bob’s – Fort Worth Stockyards


8:00 a.m. – 9:00 a.m.
Concurrent Sessions
• Virtual Car Wash Tour — 808 Car Wash, Kapulei, Hawaii
• Mini Express Conversions
• Good Car Wash Manager Characteristics
• Creating a Customer-Focused Culture
• Detailing Sessions

9:15 a.m. – 10:15 a.m.
The Concurrent Sessions Repeat

10:45 a.m. – 11:45 a.m.
General Session
• Adapting to Change in Today’s Car Wash World

• Closing Luncheon
• Introduction of 2021-2022 Officers and Directors

* Schedule of Events based on information available April 13, 2021. Subject to change. For the latest information, visit