The Detail Dialogue

In This Issue

President's Letter

Member Spotlight

IDA Awards Finalists

New Members, Newly Certified Detailers November 2018

IDA at MTE 2019 Preview

IDA at SCWA 2019

There's No Excuse to Be Uneducated

Business Links

Website Tips & Tricks

*The views and opinions expressed in the accompanying articles are those of the author(s) and do not necessarily reflect the official policy or position of the IDA.

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IDA Board of Directors

Justin Labato, CD-SV, RT - President
Jonathan Munsell - Vice President, Operators
Mike Phillips, CD-SV, RT - Vice President, Suppliers
Dan Baker, CD - Treasurer
Mike Dickson, CD-SV, RT - Immediate Past President
Bob Eichelberg
Jim Goguen, CD-SV
Mark Johnson
Bob Myers, CD-SV, RT
Tom Palancia, CD-SV, RT
DJ Patterson, CD-SV
Jason Rose, CD-SV, RT
Rob Schruefer, CD-SV, RT
Sheryle Hazard, CAE - Executive Director 

Upcoming Events

IDA at Mobile Tech Expo 2019: Thursday, January 10 - Saturday, January 12, 2019

IDA Certification Event - Phase I & II (CD-SV) at MTE 2019: Friday, January 11 - Saturday, January 12, 2019

National Automobile Dealers Association (NADA) Show: Thursday, January 24 - Sunday, January 27, 2019

IDA Certification Event - Phase II (SV) presented by Autogeek.com: Monday, January 28, 2019

See all event details on our calendar!

Start an IDA Chapter!

Are you interested in establishing an international Chapter of the IDA in your country or region?  Click here to learn how to form an IDA Chapter and discover all the benefits of doing so!

IDA Recognized Training Centers

The purpose of the Recognized Training Center (RTC) program is to provide IDA members with a high-quality, well-equipped training center to assist in their detailing education.

Our current RTCs are:

Cypress College (Cypress, CA)

Majestic Solutions C.A.R.E. Tech Training Center (Raleigh, NC)

Professional Detailing Products (Canton, OH)

To learn more about the RTC program or to see if your facility qualifies to apply, visit our RTC directory page for details.

IDA Merchandise Store

Show your IDA pride wherever you go!  Order brand new IDA logo-wear and proudly represent your professional association at the shop, events and tradeshows, client meetings, and beyond!

By Justin Labato, CD-SV, RT

Well, this is the last President’s Letter from me.  It has been an honor to serve the Association.  I hope that my term is remembered as being characterized by forward movement, which was accomplished with the terrific help of my fellow Board of Directors members and countless committee volunteers.  I made a point also to create as much face-time with IDA members as possible, and I relished being involved with members at Association events.  I took it as a personal challenge to bring in new members, and I hope we all consider that for the new year.  

Speaking of the new year, I encourage each of you to take some time over the holidays to reflect on your journey in 2018 – the successes, the pitfalls, the good and the bad.  Then think about what you want to accomplish in 2019 and how you will avoid the pitfalls.

Among your immediate tasks should be to register for Mobile Tech Expo, which is less than two weeks away.  Visit the IDA website to see the full schedule of IDA activities.  Be sure to make time for the IDA Annual Business Meeting and Awards Presentation on Friday, January 11.  We will update you on the state of the industry and the IDA and present our annual awards, which are important for our industry as a way to recognize those who really shine (get it?).

While you are on the IDA website, renew your membership and, better yet, sign up for the new “auto-renew” option so you don’t even have to think about renewal in the future.

I’m not going away anytime soon – I’ll be staying involved with the Board as the Past President.  I look forward to seeing members at future IDA events.  Have a great year!

- Justin Labato, CD-SV, RT
  2018 IDA President

Each month we feature a Member Spotlight.  This month we're talking with IDA Founder's Club Member Richard Umbrell, President of Buff and Shine Mfg., Inc. in Rancho Dominguez, California.

International Detailing Association (IDA): How did you get into the detailing industry?
Richard Umbrell (RU): Back in the 1980s, my father was the owner of a prominent car wash chemical manufacturing company and would always comment about the quality of buffing pads.  Simply stated, he felt that buffing pads just fell apart too quickly.  This began my quest to improve how pads were designed and manufactured.  I began with the pads that were available at that time and committed early on to dedicate myself to consistently building the highest quality buffing pads in the industry.  Buff and Shine Mfg. was thus born in 1987.

IDA: What do you feel makes Buff and Shine Mfg. unique? 
RU: What makes us unique is our comprehensive approach to the buffing pad industry.  The company manufactures a full line of buffing pads for all power tools and holds well over a dozen buffing pad patents.  All of our buffing pads are manufactured in the USA and with the highest quality materials available.  Pads are designed, engineered, and manufactured in-house with custom-built production machinery available nowhere else.

IDA: What is the best advice you have ever received?
RU: The secret to success is hard work.  Never give up no matter how difficult something is.  (Read more)

Thank you to all those who submitted nominations and votes.  Your participation helps us to recognize the outstanding professionals who are making a difference in the detailing industry.  The results have been tallied, and winners will be announced at the IDA Annual Business Meeting and Awards Presentation on Friday, January 11, 2019, at Mobile Tech Expo in Orlando, FL. 

As a reminder, here are the three finalists in each category:

Detailer of the Year Award
Mark Elliott, Jr., CD-SV
Joab Flores, CD-SV
Shane Mayfield, CD-SV

Detail Shop of the Year Award
Detail Boss
Firehouse Auto Spa
Perfection Plus Auto Detailing

Mobile Detailer of the Year Award
Elite Auto Salon
Kleen Car Wash
Miami Luxe Detailing

Detail Supplier of the Year Award
American Detailer Garage
Lake Country Manufacturing
P&S Detail Products

For more information about the awards categories, eligibility, and past winners, please visit the IDA Awards page.

 Please welcome our new members!

• Joe Arnold
  
• Jason Boyer
  
• Teodoro Carias
  
• George Carloss
  
• Marco Castillo
  
• Greg Channel, CD-SV
  
• Keong Chun Chieh
  
• Philip Dale
  
• Dustin Dauzat, CD-SV
  
• Manuel Fawcett, CD
  
• Fernando Fernandez
  
• Julian Gobert, CD
  
• Robert Gomes
  
• Eddie Gonzalez
  
• Kodie Hitsman, CD-SV
  
• Kevin Hollis
  
• Russel Lopez
  
• Timothy Lujan
  
• Jason Mazzullo
  
• Nowak Michael
  
• Sébastien Muller, CD
  
• Matthew Murphy
  
• Annemarie Norman
  
• Mike Nosker
  
• Paul Odom
  
• Jacob Olson, CD
  
• Rick Orange
  
• Michael Parker, CD
  
• Dmytro Penner
  
• E.C. Phillips III, CD
  
• Ray Pontarelli, CD
  
• Ganhy Raphaël Sr, CD
  
• Ian Richardson, CD
  
• Rodrigo Rodrigues
  
• Mike Rusco
  
• Baudouin Sebastien
  
• Zachary Silvernail
  
• Eldis Vazquez, CD
  
• Bill Wade
  
• Bernard Wright
  

Congratulations to our newest Certified Detailers!

• Bader BuQais, CD - Turbo City and QCC Auto
  
• Greg Channel, CD-SV - Detail Kings
  
• Chris Chitwood, CD - Dayton Detailing
  
• Dustin Dauzat, CD-SV - Detail Kings
  
• Joe Davison, CD - Unicorn Details Mchenry
  
• Julian Gobert, CD - Liftycars
  
• Erwan Gouriou, CD - Gtechniq France
  
• Kodie Hitsman, CD - The Detail Shoppe
  
• Cassandra Mazur, CD - Cool Auto INC
  
• Sébastien Muller, CD - Car's Dream Detailing Center
  
• Jacob Olson, CD - Olson's Detailing
  
• Michael Parker, CD - Jsm Mobile Detailing LLC
  
• E.C. Phillips III, CD - Show N Glow LLC
  
• Ray Pontarelli, CD - Sunshine Auto Detailing and Cleaning, Inc.
  
• Ganhy Raphaël Sr, CD - RG DETAILING
  
• Ian Richardson, CD - Lake Expert Auto Detail
  
• August Ruscio, CD - CMJ CUSTOMS
  
• Rodney Tawia, CD - Bathé
  
• Brian Valdez, CD - Cool Auto INC
  
• Scott Wooldridge, CD-SV - OCDetailing
  

For more information on any of our new members or for a full listing of our membership, please visit the-ida.com. 

Join us at the 18th annual Mobile Tech Expo, January 10-12, 2019, in Orlando, FL!

Education Day: Thursday, January 10, 2019
Expo attendees who are interested in attending seminars must register for Education Day on the MTE website.

8:00 - 8:50 am
How to Build a Detail Menu
Prentice St Clair, CD-SV, RT; Detail in Progress, Inc.

9:00 - 9:50 am
Why You Should Stop Relying on Social Media Marketing
Paul Frasco, CD-SV; Pro & Local Detailing Inc.

10:00 - 10:50 am
URO Pad Experience
Clint Hintz, CD-SV, RT; Buff and Shine Mfg.
Justin Labato, CD-SV, RT; JL's Showroom Detailing

11:00 - 11:50 am
The Science of Coatings
Jim Lafeber, CD-SV; Dr. Beasley's, Inc./Simon's Shine Shop, Inc.

1:00 - 1:50 pm
Detailing Efficiency
Yvan Lacroix, CD-SV, RT; Optimum Polymer Tecnologies

2:00 - 2:50 pm
Understanding Paint Hardness from a Body Shop Background
Robert Wrasman, CD-SV, RT; Car Brite

3:00 - 3:50 pm
The Many Worlds of Detailing
Rob Schruefer, CD-SV, RT; On the Spot Detailing

4:00 - 4:50 pm
Determining your Shop Rate
Joe DiFiore, CD-SV; DiFiore's Auto Detailing

Bonus Educational Sessions: Friday, January 11, 2019

2:00- 2:50 pm
Benefit of Education Through the IDA
John Corinella, CD-SV; American Detail

3:00- 3:50 pm
Bulletproof Mindset
Art Baca, CD-SV; Art Of Detail

Share your MTE 2019 experience!

The IDA is seeking content from members who are planning to attend the tradeshow.  Whether it'll be your first time or 18th (or something in between), we want your perspective on what attending the show means to you as a detailing professional.  We are looking for quotes, articles, photos, short videos, etc. documenting your time at MTE.  Any content you submit will be attributed to you.  Please submit all content and questions to IDA Communications Coordinator, Erin Reyes.

Alternately, if you would be willing to write a short article about your experience after the show (what did you learn, what was your favorite part, how did the show live up to your expectations), we can use that type of content as well.  While you're at the show, make sure to tag the International Detailing Association in your social media posts, photos, and videos on Facebook, Instagram, and Twitter.  Use the hashtags #IDAdetailers and #IDAatMTE.

What else can you expect at this year's show?

Annual Business Meeting, Awards Presentation, and Reception
Come to our IDA Annual Business Meeting and Reception!  We will update you on the state of the industry and the IDA, announce the IDA Awards winners, and give you the opportunity to visit one-on-one with other IDA members at a reception following the meeting.  Open to all detailers.  Do not miss this event — you never know, you may win an award!

IDA Booth
Be sure to stop by the IDA Booth!  Enjoy refreshments while talking with detailers and industry experts, and learn about IDA programming at MTE.  Visit the booth product displays to see the latest technology and products in the detailing industry.  Not an IDA member?  Sign up at the booth (there's a free gift involved)!  You can also pick up your member ribbon, snag a "We Love IDA" sticker, and check out samples of IDA merchandise.

IDA Certification Event - Phase I (CD) and/or Phase II (SV) - Register now!
Phase I consists of 10 exams, 10-20 questions each, in these subject areas: Equipment, Chemicals, Windows, Trim & Metal, Floors & Carpets, Seats, Paint Correction & Protection, Wheels & Tires, Prep Wash/Wash Bay, Detailing Terminology, Safety & Compliance.  The Skills Validated tests represent the four primary categories that each candidate must demonstrate their “hands on” ability to perform (Wash Bay/Prep, Interior, Exterior Correction, and Finishing Steps).  To take the SV exams, the applicant must have already completed Phase I Certification (either prior to or at the show), having passed the 10 written exams, to fulfill the classification of Certified Detailer.

Want to support the IDA at Mobile Tech Expo?  Click here to become an event sponsor!

Southwest Carwash Association (SCWA) Convention & Expo, February 24-26, 2019, Arlington, TX

We will once again have a booth and educational seminars at the Southwest Car Wash Association's Annual Convention and Expo, being held February 24-26, 2019 at the Arlington Convention Center in Arlington, Texas. 

Our SCWA activities will kick off with an IDA Meet & Greet on Saturday, February 23 (the day before the convention opens) and will continue on Monday with a break-out session, presented by IDA Recognized Trainers Bob Phillips, Prentice St. Clair, and Keith Duplessie.  On Tuesday, several IDA members will present on topics including young entrepreneurs, carpet cleaning, and creating detailing menus.  New this year: a "Quick Talk" session, focused on the importance of creating standard operating procedures for a successful business. 

Click here for a full schedule of IDA events at SCWA.

By Vincent Macri, CD-SV
Wrap N Shine Auto Spa

We live in a world where technology has brought infinite knowledge right to our fingertips.  When used properly, these resources give business owners and technicians the ability to educate themselves in every area of the industry.  The days of ignorance and learning from mistakes are over.

First, let's discuss one of the most valuable assets I was able to use to help grow my business very quickly: Social Media.  Through social media networking I found great industry-related groups and pages that put me in touch with other professionals worldwide.  Although I had to weed through many "keyboard warriors," with a little digging I was able to determine who the reputable professionals were, and many of them were eager to give advice, share knowledge, and encourage growth.  In a matter of months, I was able to learn things and overcome obstacles that would have taken earlier generations years to figure out.  (Read more)

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• 5 New Year's Resolutions Your Company Should Make for 2019
• 6 Cardinal Rules of Customer Service
• Your brand is ignoring its most captive audience — here’s why podcasts should be the go-to channel for your next ad campaign

With the new IDA website, it is now easier than ever for your whole team to take advantage of the IDA's Certification Program.  If one of your New Year's Resolutions is to assist with your employees' professional development (and subsequently improve your business), keep reading to learn how to properly enroll your non-IDA-member employees in the online certification exams.

Click here for the full tutorial!

If you haven't yet done so, we encourage you to login to the new site, update your member profile, and begin exploring!

Please contact info@the-ida.com if you have specific questions about any of the new website features.