NASCAR Car Wash Concept 'Fully Baked'

Creates marketing division, appoints PR vet Conner as president

CHICAGO -- NASCAR Car Wash (NCW) has announced the formation of its new marketing division, Amazing Racing Communications. NCW is the exclusive developer of NASCAR-themed car washes in North America and the U.S. territories.

NCW launched three branded car washes in the Chicago market in September 2011 and has another nine new builds in its pipeline, in the following locations: Naperville, Joliet (2), Aurora, Woodridge, Bolingbrook, St. Charles, Chicago (2).

In addition the company is finalizing five additional acquisition/remodel projects, which will bring the company's properties to a total of 17 NCW branded facilities by the end of 2012.

Steve Timmer, a long time car wash operator, serves as president and chief operating officer in the Midwest market.

NCW has unveiled its new division, headed by president Cheryl Snapp Conner. Conner is also managing partner of Snapp Conner PR, Salt Lake City, the agency that handles all PR and social media for NCW properties nationwide. ARC will manage and oversee all marketing, advertising, public relations, media and social/viral media for the NCW properties, working in conjunction with NASCAR for the total brand experience.

"We have fully baked our concept for utilizing the exceptional strength of the NASCAR brand," said Dan Dyer, chairman and CEO of NCW. "To that end, we are bringing together our various partners in order to grow our car wash locations nationally and as quickly as possible in 2012 and 2013. We're giving our customers the best car wash experience available and bringing the unique and full experience of NASCAR forward."

He added, "We're pioneering our exciting and game-changing customer loyalty program called the 'NASCAR Driver Pass' that is central to the NASCAR Car Wash customer's value add. Cheryl Conner has been on board as a consultant of NCW since nearly day one. We are very excited to have her unique talents in this division which will take our company to its full potential over the next several years."

1903 Car Wash Co. LLC, dba NASCAR Car Wash, is NASCAR'S exclusive car wash industry partner in North America and U.S. Territories. The National Association for Stock Car Auto Racing Inc. (NASCAR) is the sanctioning body for one of North America's premier sports.