Creating a true VIP experience isn’t about red carpets or velvet ropes — it’s about authenticity, design, and data-driven strategy. In this episode of Conversations with ICA, Kendra Johnson, SVP of Growth at ICA, sits down with Derrick Burton, Creative Design Supervisor at DRB/SUDS, and Tasha Luttrell, Account Coordinator at DRB/SUDS, to explore how any car wash operator can elevate its customer experience from ordinary to exceptional through achievable steps.
Derrick and Tasha unpack what it really means to deliver a VIP experience — from keeping your brand clean and organized to designing customer journeys that feel personal and consistent. They also share how being too exclusive can backfire and how staying true to your neighborhood identity builds trust and long-term loyalty.
Whether you’re launching your first membership program or refining your customer experience, this episode offers actionable insights on how to make your car wash stand out.
📺 Watch the full conversation below.
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DRB is a Champion partner of the International Carwash Association. Visit their website to learn how DRB can help your business to drive loyalty and growth with every customer interaction.
Conversations with ICA | 2025 season, episode 15