The Retail Revenue Revolution: April 20 in Panama City Beach

Here’s a question most operators have never asked: how much money did you leave on the table yesterday?

More than half your customers are retail. They wash once, drive away, and you have no way to reach them. When you run the numbers, that gap adds up to more than $120,000 per location, per year.

That’s not a rounding error. That’s six figures walking off your lot every single day.

You don’t have a membership problem. You have a retail problem.

The industry is obsessed with the roughly 5% of customers who are ready to buy a membership on any given visit. The other 95% are being ignored. They’re not choosing your competitor. They’re just forgetting about you.

A retail customer who washes once a year is worth $15. Get them to four times a year: $60. Once a month: $180. You don’t have to convert them to a membership. You just have to get them to come back more often. And the ones who build that habit? They become members on their own.

One day. One plan. $99.

On Monday, April 20, we’re hosting the Retail Revenue Revolution Summit at the Embassy Suites in Panama City Beach, FL.

The morning builds the system. The afternoon builds the soul of your wash. By 3:00 PM, you leave with both.

When: Monday, April 20, 2026. Breakfast at 8:00 AM. Sessions 8:30 AM to 3:00 PM.

Where: Embassy Suites by Hilton, Panama City Beach, FL

Cost: $99 per person. Breakfast and lunch included.

We kept the price at $99 for a reason. We want you to bring your team. Your site managers. Your GMs. Anyone who touches revenue should be in this room.

What the day looks like

You’re ignoring 60% of your customers and it’s costing you hundreds of thousands of dollars a year. This session lays out the data, walks through the math for your own wash, and reframes how you think about every retail customer who pulls onto your lot. 200 retail customers a day, 40% captured, one extra visit each. That’s $120K to $240K in incremental revenue. That’s the cost of doing nothing.

Session 2: The Loyalty Engine (9:15 AM)

Most loyalty programs fail because they’re too complicated, the goalpost is too far away, and they reward spending instead of frequency. We’ll show you a loyalty program that fits in seven words: “Wash four times, get your fifth free.” Connected to your text club. Powered by Smart Engage, which sends the right message at the right time based on customer behavior. Not a mass blast. Precision. And it works with any POS system.

Session 3: The Remarkable Wash (10:30 AM)

This is the longest and most important session of the day.

Service is the thing you do. Hospitality is how you make people feel. Most operators are obsessed with service. Nobody is obsessing over hospitality. That’s your advantage.

We’ll walk through the Unreasonable Hospitality framework and map your customer journey from the moment they pull onto your lot to the text they get after they leave. You’ll learn plays like the walkie-talkie compliment ($30, two radios, validates every top-wash purchase), the scratch-off card that turns your tunnel into a 3-minute anticipation machine, and Disney-inspired sensory design that costs almost nothing but changes how your wash feels.

You’ll leave this session with at least 10 ideas you’ve never tried. Your only job is to pick one and do it before Friday.

Session 4: Your Team Is the Engine (1:15 PM)

Every idea from the morning is worthless if your team doesn’t execute it. One disengaged CSA destroys it in a single interaction.

The good news: hospitality can be taught, inspired, and systemized. Chick-fil-A, Ritz-Carlton, and Disney prove that part-time, hourly workers can deliver extraordinary experiences when the system is right. This session covers three things that change average employees into people who create remarkable moments: mission (reframe the job), authority (the $5 empowerment budget), and recognition (the 15-minute Monday meeting that changes everything).

Session 5: The 30-Day Playbook (2:00 PM)

Conferences are where ideas go to die. People leave fired up and do nothing. Not today.

This is a fast-paced, timed workshop. Four rounds. Four moves. You’ll pick your one play, write your Unreasonable Hospitality rules, set a 30-day target (an actual number, not “more customers”), and then stand up and declare your plan to the room. Inspiration without a plan is entertainment. A plan without accountability is a wish. You’re leaving with both.

Every attendee gets a copy of Unreasonable Hospitality

Will Guidara took Eleven Madison Park from a struggling brasserie to the #1 restaurant in the world. Not with better food. With hospitality that made people feel something. His book goes deeper into everything we’ll cover in Session 3. It’s our gift to you.

Panama City Beach in April

Spring break crowds are gone. Summer hasn’t started. It’s 15 minutes from the airport. Fly in early, make it a long weekend, and end it with a day that pays for itself before the month is over.

$99 per person. Breakfast and lunch included. Registration closes April 13.