Welcome
WLR Automotive Group · Marketing Hub
—
Days to Next Opening
—
Active Promotions
2
Openings This Year
Road to Opening
#33
Ellicott City · MDNext Opening
The Auto Spa Express TASE #33
—days to go
—
#20
East York · PAComing Soon
The Auto Spa Express TASE #20
—days to go
—
Quick access
Ellicott City Opening→
East York Opening→
Reporting→
Promotions→
Lube Center Coupons→
Auto Repair→
Logos & QR Codes→
Brand Guidelines→
Customer Offers & Giveaways
—
Promotions customers can redeem at the location
Advertising & Outreach
—
Paid media & community outreach driving traffic to the location
Opening Day KPI Targets
400+
SMS Contacts
10K+
Social Impressions
2,000+
Washes Wk 1–2
100+
New Members
500+
Social Redemptions
10+
Fleet Accounts
12-Week Launch Plan
Ellicott City — Week-by-Week Timeline
Opens September 5, 2026| WEEK | TARGET DATE | ACTIVITY | CHANNEL | STATUS |
|---|---|---|---|---|
| W−12 | Apr 19 | Finalize creative assets; launch SMS "Text WASH to 1234" campaign | Internal / SMS | Upcoming |
| W−10 | May 3 | Press release + media list; teaser social "Coming Soon to Ellicott City!" | PR / Social | Planned |
| W−8 | May 17 | Google "Coming Soon" ads; Win a Year Membership social contest goes live | Digital / Social | Planned |
| W−6 | May 31 | Direct mail design + 3/5/10-mile list pull; exterior banners + feather flags install | Print / Signage | Planned |
| W−4 | Jun 14 | Direct mail drops (3-mile priority); ramp up ad spend with wash visuals | Print / Digital | Planned |
| W−2 | Jun 13 | 5-day countdown posts; VIP soft launch preview (Sat–Sun, Jun 13–14); free test wash push | Social / Event | Planned |
| W−1 | Jun 20 | Email blast to full WLR membership base; contest winner selected | Planned | |
| DAY 0 | Sep 5 | GRAND OPENING — First customer giveaway · Social free wash (14 days) · Buy-a-Wash · Google "Now Open" · YouTube commercial · Fleet business visits | ALL | Opening Day |
| W+2 | Jul 11 | Free wash promo ends; Buy-a-Wash continues; SMS retargeting; Google reviews | SMS / Social | Planned |
| W+4 | Jul 25 | Cross-reference SMS list vs. new members; 30-day churn monitoring | Analytics | Planned |
Customer Offers & Giveaways
—
Promotions customers can redeem at the location
Advertising & Outreach
—
Paid media & community outreach driving traffic to the location
Opening Day KPI Targets
400+
SMS Contacts
10K+
Social Impressions
2,000+
Washes Wk 1–2
100+
New Members
500+
Social Redemptions
10+
Fleet Accounts
12-Week Launch Plan
East York — Week-by-Week Timeline
Opens October 26, 2026| WEEK | TARGET DATE | ACTIVITY | CHANNEL | STATUS |
|---|---|---|---|---|
| W−12 | Aug 3 | Finalize EY creative assets; SMS "Text WASH to 1234" campaign launches | Internal / SMS | Planned |
| W−8 | Aug 31 | Google "Coming Soon" ads; Win a Year Membership contest; teaser social posts | Digital / Social | Planned |
| W−6 | Sep 14 | Social countdown; direct mail planning; site visuals + equipment teasers | Social / Print | Planned |
| W−4 | Sep 28 | Direct mail drops + signage install; ramp up ad spend | Print / Signage | Planned |
| W−2 | Oct 12 | 5-day countdown; VIP preview days (Sep 8–9); test wash social push; content capture | Social / Event | Planned |
| W−1 | Oct 19 | Email blast to full WLR membership base; contest winner selected | Planned | |
| DAY 0 | Oct 26 | GRAND OPENING — Full launch: all EC tactics applied · First customer giveaway · Social free wash · Buy-a-Wash · YouTube commercial · Fleet outreach | ALL | Opening Day |
| W+2 | Nov 9 | SMS retargeting; 30-day cross-reference analysis; Buy-a-Wash; Google reviews | SMS / Analytics | Planned |
Business Line
The Auto Spa Express
All Open Locations — Auto Spa Express Network
Upcoming Locations
Upcoming Location · Opening Soon
Ellicott City, MD
Opens September 5, 2026 · Howard County
View Grand Opening Guide →
Upcoming Location · Opening Soon
East York, PA
Opens October 26, 2026 · York County
View Grand Opening Guide →
All Open Auto Spa Express Locations
Halethorpe
3504 Washington Blvd, Halethorpe, MD 21227
Arundel Mills
7670 Arundel Mills Blvd, Hanover, MD 21076
Bel Air
Bel Air, MD
West York
West York, PA
Frederick – Rt. 26
Frederick, MD
Frederick – Rt. 85
Frederick, MD
Martinsburg
Martinsburg, WV
Dundalk
Dundalk, MD
For full location details, hours, and directions visit washluberepair.com
Business Line
The Auto Spa
All Locations — Marketing Resources
The Auto Spa location-specific marketing plans are available through the Marketing Team. Contact us at marketing@washluberepair.com to request materials for a specific location.
Applicable Promotions
Business Line
The Lube Center
All Locations — Marketing Resources
The Lube Center location-specific marketing plans and materials are available through the Marketing Team. Contact marketing@washluberepair.com.
Applicable Promotions
Business Line
The Auto Repair
All Locations — Marketing Resources
The Auto Repair location-specific marketing plans and materials are available through the Marketing Team. Contact marketing@washluberepair.com.
Applicable Promotions
Ask WLR AI
Search across all promotions, signage, logos, and grand opening plans
WLR Marketing Assistant
Powered by Claude AI — ask about any promotion, signage spec, KPI, or opening plan
SMS Activation
Free Wash
Buy-a-Wash
Google PPC
Social Promo
Fleet Cards
Signage Specs
EC Opening
EY Opening
Recent Searches
Reporting — Overview Dashboard
Grand opening campaign metrics and KPI tracking across all locations
Reporting is populated manually until location systems are connected. Update metrics after each reporting period. Contact Marketing Team to update numbers.
System-Wide Metrics
Total Locations (WLR)
31
Across all business lines
New Openings — 2026
2
EC (Sep 5) · EY (Oct 26)
Active Promotions
17
8 grand opening specific
Team Members
600+
Across all locations
Upcoming Location Campaign Tracking
Grand Opening KPI Tracker — 2026 Upcoming Locations
| LOCATION | OPENING DATE | SMS TARGET | SMS ACTUAL | MEMBER TARGET | MEMBERS ACTUAL | WASH TARGET (2WK) | STATUS |
|---|---|---|---|---|---|---|---|
| Ellicott City, MD | Sep 5, 2026 | 400+ | — pending | 100+ | — pending | 2,000+ | Pre-Opening |
| East York, PA | Oct 26, 2026 | 400+ | — pending | 100+ | — pending | 2,000+ | Planning |
For full analytics reporting, access your Google Analytics, Rinsed dashboard, and ICS system. Cross-reference SMS opt-in list vs. membership conversions at 30, 60, and 90 days post-opening.
Reporting — By Location
Select a location to view its marketing campaign performance and KPIs
The Auto Spa Express — Upcoming Locations
Ellicott City
Auto Spa Express · MD
Next Opening
471
SMS Contacts
—
Members
Opening: September 5, 2026
East York
Auto Spa Express · PA
Planning
—
SMS Contacts
—
Members
Opening: October 26, 2026
All Other Locations
Reporting for existing Auto Spa Express, Auto Spa, Lube Center, and Auto Repair locations is managed through the Marketing Team and individual location reporting systems. Contact marketing@washluberepair.com to request a location-specific report.
Auto Spa Express
Marketing overview →
The Auto Spa
Request report →
The Lube Center
Request report →
The Auto Repair
Request report →
Reporting — Ellicott City
Grand opening results · The Auto Spa Express · TASE #33 · live NXT redemption data + Meta campaigns
Jump to
On-site data from the NXT redemption export through October 14, 2026, 8:00 PM (close of business). No redemptions were recorded Monday, September 7 (Labor Day). Meta campaign figures are lifetime totals for June 1 – September 10 and are not affected by the date filter.
On-Site Results
Memberships
Location Performance (NXT report · Sep 5 – Oct 14 · not date-filtered)
Total RevenuePERIOD TOTAL
$46,936.79
Memberships, washes & gift cards
Membership RevenuePERIOD TOTAL
$14,446.79
First-month collections
Peak HourPERIOD TOTAL
5 PM
656 cars washed
Daily Redemptions
Redemptions by Promotion Source
| Source | Hub Promotion | Count | Share | Est. Value |
|---|
Membership Sales by Plan (NXT · Sep 5 – Oct 14 · not date-filtered)
| Plan | Sales | Share |
|---|---|---|
| Super Ellicott City Grand Opening | 359 | 45.0% |
| Deluxe Ellicott City Grand Opening | 175 | 22.0% |
| Standard Ellicott City Grand Opening | 99 | 12.4% |
| Basic Ellicott City Grand Opening | 75 | 9.4% |
| #33 Super Online Grand Opening | 45 | 5.6% |
| #33 Deluxe Online Grand Opening | 13 | 1.6% |
| #33 Standard Online Grand Opening | 8 | 1.0% |
| Super Express Membership | 6 | 0.8% |
| #33 Basic Online Grand Opening | 5 | 0.6% |
| Standard Express Multi Add Car | 3 | 0.4% |
| Super | 12 Months | 3 | 0.4% |
| Super Express Multi Add Car | 2 | 0.3% |
| Basic Law Enforcement | 1 | 0.1% |
| Deluxe Express Multi Add Car | 1 | 0.1% |
| Standard Express Membership | 1 | 0.1% |
| Super | 3 Months | 1 | 0.1% |
#33 plans are online signups (71 total); the rest are sold in-store. Source: NXT membership sales report.
Top Membership Sellers (NXT · Sep 5 – Oct 14 · sales incl. resign-ups)
| Team Member | Sales | |
|---|---|---|
| Omari Hill | 129 | |
| Dylan Lynch | 109 | |
| Anniah Locklear | 106 | |
| Audra Owens | 106 | |
| Rinsed Rinsed | 74 | |
| Laila Harrell | 66 | |
| Trey Clay | 52 | |
| Ahmed Aljamry | 46 | |
| Gabriella Gonzalez | 33 | |
| Anthony Wheeler | 26 |
New-Member First Washes by Day (observed · follows date filter)
Member Wash Redemptions by Package
| Package | Washes | Share |
|---|
Digital Advertising (Jun 1 – Sep 26 · lifetime totals · not date-filtered)
Total Digital Ad Spend
$4,969.65
Google Ads + Meta · Ellicott City
Total Impressions
541,463
All digital channels
Google Clicks
3,420
Search ads to the website
Meta Results
15,163
Page views, clicks, engagements & likes
Meta Reach
291,393
Unique people · social only
Google Ads — Search
Spend
$1,451.85
Search ad group · through Sep 26
Impressions
31,722
Search results shown
Clicks
3,420
To washluberepair.com
CTR
10.8%
Click-through rate
Cost per Click
$0.42
Spend ÷ clicks
Source: Google Ads ad-group report, exported Sep 26, 2026 · a 10.8% search CTR is exceptional — these are high-intent “car wash near me” searches.
Social Media — Meta (Facebook & Instagram)
Spend
$3,517.80
15 Ellicott City campaigns
Results
15,163
By campaign objective
Impressions
509,741
Times ads were shown
Reach
291,393
Unique people reached
| Campaign | Status | Results | Result Type | Spend | Impressions | Reach |
|---|---|---|---|---|---|---|
| It’s Official — Engagement | Completed | 1,755 | Engagements | $207.44 | 32,748 | 19,850 |
| It’s Official — Page Views | Completed | 803 | Page views | $149.96 | 23,785 | 18,219 |
| We Open Tomorrow | Ended | 16 | Engagements | $2.06 | 485 | 485 |
| Now Open in Ellicott City | Ended | 1,335 | Page views | $330.77 | 49,868 | 27,256 |
| Location Page Promo (9/4) | Ended | 1,061 | Page views | $373.44 | 44,485 | 27,846 |
| Location Page Promo #2 (9/4) | Completed | 258 | Page views | $79.67 | 9,233 | 7,902 |
| Location Page Promo (9/13) | Completed | 1,292 | Page views | $179.59 | 25,621 | 18,453 |
| Location Page Promo (9/17) | Active | 492 | Page views | $224.42 | 28,736 | 13,746 |
| One Wash, One Month — Facebook | Completed | 600 | Page views | $179.20 | 28,316 | 16,586 |
| One Wash, One Month — Instagram | Completed | 954 | Link clicks | $276.43 | 36,641 | 22,148 |
| Win a Year — Ad | Completed | 86 | Page likes | $139.95 | 13,221 | 6,618 |
| Win-a-Year Entry (6/1) | Completed | 561 | Page views | $249.94 | 36,890 | 20,870 |
| Win-a-Year Entry (6/16) | Completed | 1,751 | Page views | $467.66 | 75,826 | 34,444 |
| Location Page Promo (6/1) | Completed | 2,075 | Page views | $263.26 | 48,454 | 30,405 |
| Location Page Promo (7/23) | Completed | 2,124 | Link clicks | $394.01 | 55,432 | 26,565 |
| Total — Meta · Ellicott City | 15,163 | $3,517.80 | 509,741 | 291,393 |
Meta’s current export reports results by each campaign’s objective (page views, link clicks, engagements, or likes) rather than a single link-clicks column. East York teaser spend has started and will appear on the East York report.
Cars Washed and New Membership Sales filter by date using a daily split of NXT’s running totals, allocated in proportion to each day’s wash volume and calibrated to every daily NXT snapshot — estimates between snapshots, exact at them. Sources: NXT Redemption Details export (Sep 5–10) · Meta Ads campaign export, Jun 1 – Sep 10, 2026. Estimated value uses per-source average redemption values from the export (yard signs / social $27.97, Buy-a-Wash $16.99, wash books $28.00). Free Car Wash — Text Message counts wash books scanned under both the Text Message and Get SpOILed names — the same text campaign. New Membership Sales counts each distinct member (and each add-car) on the nine purchasable Ellicott City plans, dated by their first wash — the closest signup measure a redemption export supports. Member Wash Redemptions counts every wash by any member, including pre-existing members from other plans and locations. Membership figures come from the NXT summary report for Sep 5 – Oct 14 (system of record): 797 sales + 34 resign-ups − 115 cancellations − 12 other lapses = 704 currently active (calibrated to the NXT dashboard; lapses are declined payments and similar drop-offs that the cancellation report does not list). Recharges (103 in the period) are monthly re-billings of existing members — a retention signal, not additional members. The first-washes-by-day chart is derived from redemption data and undercounts sales slightly — members who bought but haven’t washed yet don’t appear in it.
Approved guidelines and templates for communicating with The Auto Spa Express members — use these when notifying members about changes, closures, or account updates.
Communication Guidelines
Welcome Message
The automated new-member welcome text, message template, and attached coupon.
Declined Payment Guidelines
How to handle and communicate declined membership payments — outreach timing, messaging, and approved member templates.
Closure Communication Guidelines
How to notify members about temporary or permanent location closures — messaging, timing, channels, and approved member templates.
Approved guidelines and templates for communicating with The Auto Spa members — use these when notifying members about changes, closures, or account updates.
Communication Guidelines
Welcome Message
The automated new-member welcome text, message template, and attached coupon.
Declined Payment Guidelines
How to handle and communicate declined membership payments — outreach timing, messaging, and approved member templates.
Closure Communication Guidelines
How to notify members about temporary or permanent location closures — messaging, timing, channels, and approved member templates.
Approved guidelines and templates for communicating with The Lube Center members will appear here.
Communication Guidelines
No member communication guidelines have been added yet for The Lube Center. Contact the Marketing Team to add resources here.
Approved guidelines and templates for communicating with The Auto Repair members will appear here.
Communication Guidelines
No member communication guidelines have been added yet for The Auto Repair. Contact the Marketing Team to add resources here.
In-person visits cover businesses within a 1–2 mile radius of the location with free car wash coupons and Fleet Brochures. Mailers are being sent to businesses and non-profits within a 2–5 mile radius.
Coverage Map
The outreach coverage map will appear here — showing the 1–2 mile visit radius and the 2–5 mile mailer radius around TASE #33.
Coming soon from the Marketing Team.
Coming soon from the Marketing Team.
Signage Information
TASE #20 · East York, PA · specs, placement, dimensions, and printing details · opening October 26, 2026
All (3)
Grand Opening
Exterior
Interior
Point of Sale
Normal opening signage can’t be used in East York due to state highway regulations. Additional pieces will be added as produced.
Packages & Pricing
| Package | Single Wash | Monthly Membership | Buy a Wash Offer |
|---|---|---|---|
| Super | $27 | $43.99/mo | First month at $27 |
| Deluxe | $22 | $38.99/mo | First month at $22 |
| Standard | $17 | $33.99/mo | No Buy a Wash offer |
| Basic | $12 | $28.99/mo | No Buy a Wash offer |
Buy a Wash, Get a Month applies to Super and Deluxe only — buy the single wash, get the first month at that price, then standard monthly rate. Runs October 26 – January 24, 2027 · valid only at East York, 1715 Whiteford Road · join online via QR code · piece TASE035.
Source: East York Marketing Plan (Lauren Fellows, Marketing).
East York reporting will populate once the location opens and campaigns launch. Figures below are editable by Marketing in admin mode.
On-Site Reporting
SMS Contacts
—
EY (Oct 26)
Free Washes Redeemed
—
All promotions
New Members
—
Opening period
Social Reach
—
Launch campaigns
Advertising Reporting
Campaign performance (SMS, social, PPC, mailer) will be tracked here after launch.
In-person visits cover businesses within a 1–2 mile radius of the location with free car wash coupons and Fleet Brochures. Mailers will be sent to businesses and non-profits within a 2–5 mile radius.
Coverage Map
The outreach coverage map will appear here — showing the 1–2 mile visit radius and the 2–5 mile mailer radius around TASE #20.
Coming soon from the Marketing Team.
Coming soon from the Marketing Team.
Marketing Goals
Generate pre-opening buzz & local awarenessDrive high-volume grand opening trafficGrow SMS & social audience listsConvert first-time visitors into membersBuild brand & community relationships
Target Audience
7-mile radius around East York
East York residents and commuters · local business employees · service and delivery fleet operators.
What’s Different in East York (same playbook, 4 changes)
Signage Changes
Normal opening signage can’t be used due to state highway regulations. Street presence: Now Open feather flags, Now Open dancing man, and staff-held FREE Car Wash signs. Facilities installs feather flag hardware closer to opening.
Heavier Digital
Increased Google Search and Meta (Facebook / Instagram) spend · offsets the reach normally delivered by opening signage.
West York Honors Free Washes
Any East York free car wash may be redeemed at West York Auto Spa Express.
Buy a Wash: Super & Deluxe Only
Buy a Wash, Get a Month Free applies to Super and Deluxe packages only — no promotion on other washes.
Pre-Opening Campaigns (mid-August – October)
A · SMS Activation
Text YORK to 22322 for a FREE Car Wash. Featured on social and the website; builds the database for future outreach; cross-referenced with membership joins at 30 / 60 / 90 days post-opening.
B · Social Media Giveaways
Win a Year Super Membership — tag, share & follow contest, winner selected before opening week. Free Test Washes — posted evening before or morning of, Marketing onsite, staff hold FCW signs by the street. Opening Soon — posted 2 days prior once the date is locked, boosted 0–5 miles.
C · Google Ads (Aug–Sep)
“Coming Soon” Search & Display within 10 miles, increased budget vs. prior openings. Keywords: “Car Wash York PA”, “Car Wash East York”, “Express Car Wash Near Me”, “Car Wash Near Me”.
D · Meta Paid Social
Boosted teaser, contest and countdown posts, geo-targeted 0–10 miles — replaces the reach normally delivered by roadside signage.
E · Community Scouting
Boots on the ground — visits to nearby shopping centers and high-traffic areas; engage potential fleet businesses via email.
Opening Day · October 26
YouTube
15–30 second “Now Open” spot, geo-targeted pre-roll.
Google Ads
Now Open search + display, increased budget, 10-mile radius.
Social Media
Live coverage, Reels, Stories, photo ops — boosted across East York. Show post = free wash.
Outreach & Direct Mail (week of opening)
Free Wash Cards · TASE036
$27-value cards with trackable barcodes delivered opening day to nearby offices, gyms and shops. Redeem by barcode or text YORK to 22322. Also accepted at West York. Expires 12/31/26.
Fleet Marketing
Fleet brochures + Free Car Wash cards with special tracking barcodes to service and delivery businesses. Target: 10+ fleet accounts engaged.
Grand Opening Mailer · TASE037
~40,000 homes within a 3-mile radius · one FREE Super Car Wash ($27 value) · age 25+, HHI $80k+, households with children · back panel sells membership from $28.99 · expires Dec 31, 2026.
Post-Opening · Nov 2026 – Jan 2027
Retargeting & Loyalty
Ads re-engage the SMS list and site visitors.
Reputation Building
Google review requests via SMS and in-lane staff; tag-us social incentive for a chance to win a free month.
Data Tracking
Match YORK texters to membership joins monthly for 3 months; track fleet/business FCW redemptions including West York; monitor Buy-a-Wash (Super & Deluxe) conversion and retention monthly for 90 days.
Key Performance Indicators
400+
SMS contacts before opening
10,000+
Social impressions pre-opening
2,000+
Washes in first 2 weeks
100+
New members
500+
Social redemptions / 2 wks
10+
Fleet accounts engaged
Promotion Rollout
| Phase | Timing | Focus |
|---|---|---|
| 2 months out | Late Aug | SMS opt-in (YORK to 22322) · teaser posts · “Coming Soon” Google Display |
| 6 weeks out | Early Sep | Launch Win-a-Year contest · boost to 10-mile radius · tease site visuals & equipment installs |
| 1 month out | Late Sep | Increase social frequency · countdown marketing · Google Search “Coming Soon” live |
| 2 weeks out | Early Oct | Ramp Google + Meta with wash-experience visuals · 5-day countdown starts Oct 21 · feather flags & dancing man staged |
| Opening week | Oct 26 | Full push: YouTube, Google, Meta, SMS · First Customer Giveaway · show post = free wash · street team with signs · direct mail drop |
| First 2 weeks | Oct 26 – Nov 9 | Social free wash promo · then Buy a Wash (Super & Deluxe) through Jan 17 with weekly social |
Too soon: starting earlier than 3 months out risks audience fatigue. Too late: less than 3 weeks out risks low visibility and missed buzz.
Source: East York New Location Marketing Plan · Lauren Fellows, Marketing Manager. Signage details on the Signage page · promo cards on the East York page · pricing on the Pricing page.
Logos & QR Codes
Official logo files · download directly · EPS = print-ready vector (zipped)
Tap any logo to open the Logo Library, where all files download directly — PNG for digital and documents, JPEG for photos/email, EPS (zip) for printers and signage vendors. The library is a separate page so the hub stays fast.
Brand Logos
QR Codes
Location and campaign QR codes will be added here by the Marketing Team.
Signage Information
Specs, placement, dimensions, and printing details for all WLR signage
All (8)
Grand Opening
Exterior
Interior
Point of Sale
Brand Guidelines
Updated July 2026 · WLR2026 Brand Guidelines (43 pages) · Questions: marketing@wlrauto.com
AI-Ready Brand Reference — Colors & Fonts
A single self-contained file with every WLR brand color (hex, RGB, CMYK, and Pantone) and all typography rules — built for AI tools. How to use it: download the file, then attach or upload it to Claude, Microsoft Copilot, or ChatGPT at the start of your conversation and ask for on-brand work — e.g. “Using the attached brand guide, design a flyer for The Auto Spa Express.” The AI will pull the exact colors and fonts instead of guessing. View opens the guide in a new tab; Download saves the file to attach.
Tap any swatch, value, or font name to copy it to your clipboard.
Palette by Brand
WLR Automotive Groupp.6
The Auto Repairp.8
The Auto Spap.9
The Auto Spa Flex Locationp.10
The Auto Spa Expressp.11
The Lube Centerp.12
Mighty Auto Partsp.13
separate guide
WLR Investment Groupp.14
WLR Property Managementp.15
WLR Insurance Solutionsp.16
separate guide
Fleet Care Crewp.17
Car Care Crewp.18
WLR Foundationp.19
plus gradient — no values given
WLR Universityp.20
Social media (Canva)p.32
Full Color Values — Print & Pantone
| Color | Hex | RGB | CMYK | PMS Coated | PMS Uncoated | Pg | |
|---|---|---|---|---|---|---|---|
| WLR Black Dominant color across all materials | 6 | ||||||
| WLR Blue Used by every brand except Mighty Auto Parts | 6 | ||||||
| WLR Yellow Accent; keep the yellow line in the wordmark | 6 | ||||||
| Pantone 306C Auto Spa lines, Fleet Care Crew, Foundation | 9 | ||||||
| Mighty Red Mighty Auto Parts has its own separate style guide. Mighty Auto Parts only | 13 | ||||||
| Green No PMS values — use CMYK for print. Investment Group, Property Management | 14 | ||||||
| Yellow (109) Not the same as WLR Yellow #ffdd00. Property Management, Insurance Solutions | 15 | ||||||
| Gray Page 14 says no PMS; pages 16–17 give 409C. Investment, Insurance, Fleet Care Crew | 14 | ||||||
| Dark Gray No PMS values — use CMYK for print. Property Management only | 15 |
Copy the Whole Palette
Typography
Primary Typeface — Whitney
Licensed from Hoefler&Co. Whitney Bold and Whitney Bold Italic are embedded in the hub, so the samples below are the real typeface — tap one to copy the name.
Web-Safe Alternatives
Headlines
Body copy
Body copy
The guide lists two body faces — confirm with Marketing which governs.
Logo Typefaces
Not for general design use — permitted sparingly on deliverables for their own service line.
Canva Alternate — Open Sans
When a Canva template can’t take the brand fonts. Canva palette is restricted to these five colors:
Flagged — Check with Marketing
Gray has conflicting PMS guidance: p.14 says no Pantone equivalent; pp.16–17 give 409C / Cool Gray 9U. Same CMYK build on all three.
Two different yellows: WLR Yellow is #ffdd00 (PMS Yellow C); Property Management and Insurance use #ffd100 (109C).
Typo in the guide: green prints as “# b5cb39” with a space — correct value is #b5cb39.
p.19: the WLR Foundation swatch labeled “WLR Black” renders blue, and the gradient beside it has no values.
Built from the July 2026 style guidelines. Verify against the source PDF before sending anything to print.
Access & Roles
Manage employee access — Corporate Team only
Corporate Team Only — Restricted. Role management for Marketing Hub users.
Role Permissions
Marketing Team
Full dashboard & all location data
AI Search — full access
Grand Opening plans (edit)
Add & manage promotions
Upload & manage assets
Brand Guidelines (edit)
Manage user roles
Corporate Team
Full dashboard & all locations
AI Search — full access
All sections (view)
View & download all assets
Reporting — all locations
Manage user roles & access
Location Management
Own location grand opening guide
AI Search — full access
View all promotions & offers
Download logos & QR codes
Brand Guidelines (view)
Upload or delete assets
Manage user roles
Employee Directory
| NAME | TITLE | LOCATION | ACCESS | |
|---|---|---|---|---|
| Marketing Director | VP Marketing | Corporate | Marketing Team | |
| Corporate Lead | CEO / President | All Locations | Corporate | |
| EC General Manager | GM | Ellicott City | Location Mgmt | |
| EY General Manager | GM | East York | Location Mgmt |
Upcoming Location — Opening October 26, 2026
East York, PA
Auto Spa Express · York County, PA
Grand Opening: October 26, 2026
View Grand Opening Guide →
Future Locations
11 Future Locations
#29 Aviation Station · #30 Laurel · #34 Cockeysville · and 8 more
View All Upcoming →
These locations will become clickable as grand opening plans are confirmed. Contact the Marketing Team for details on any specific location.
All Future Locations
#29
Aviation Station
The Auto Spa Express · Opening 2027
2027
#30
Laurel
The Auto Spa Express · Opening 2027
2027
#34
Cockeysville
The Auto Spa Express · Coming Soon
FUTURE
#36
Fields Road
The Auto Spa Express · Opening 2027
2027
#37
Elkridge
The Auto Spa Express · Coming Soon
FUTURE
#38
West Bel Air
The Auto Spa Express · Coming Soon
FUTURE
#39
Reisterstown Rd Plaza
The Auto Spa Express · Opening 2027
2027
#40
Columbia
The Auto Spa Express · Opening 2027
2027
#41
Bel Air Village
The Auto Spa Express · Opening 2027
2027
#42
Capitol Heights
The Auto Spa Express · Coming Soon
FUTURE
#43
Beltway Plaza
The Auto Spa Express · Coming Soon
FUTURE
Charles Town
The Auto Spa Express · Opening 2027
2027
The Lube Center · Coupons
Lube Center Coupons
Valid at all Lube Center locations · See washluberepair.com for details
The Lube Center · Promotions
Lube Center Promotions
Seasonal and special promotions at The Lube Center
Active & Upcoming Promotions
The Auto Spa Express · Promotions
Auto Spa Express Promotions
All active and upcoming promotions across Auto Spa Express locations
These promotions apply across new and existing Auto Spa Express locations. Click any promotion for full redemption details and marketing pieces.
All Auto Spa Express Promotions
The Auto Spa Express · Membership
Member Benefits
Unlimited wash club benefits & membership tiers
Why Join the Wash Club
Wash Once a Day, Every Day
Members can wash their vehicle once per day, every day of the month — unlimited washes for one low monthly price.
Month-to-Month & Multi-Car Plans
Flexible month-to-month programs with no long-term contract. Multi-car plans available for households and families.
Express Member Lanes
Skip the line — members enjoy dedicated express lanes for faster entry on busy days.
Use at Multiple Locations
Your membership works at every Auto Spa Express location across the network.
Free Towels, Vacuums, Air Hoses & Mat Cleaning
Complimentary self-service vacuums, air hoses, microfiber towels, and mat cleaning stations for all members.
$20 Off Oil Changes at The Lube Center
Members save $20 on oil changes at any participating Lube Center location.
$50 Off at The Auto Repair
$50 off any service, or when you purchase two or more tires at The Auto Repair.
Every New Member Receives
Welcome items given to every new member at sign-up
Manage My Membership Card
Every new member receives a Manage My Membership card with everything they need to view, update, or cancel their plan online and access their account.
CLICK TO VIEW FRONT & BACK ▸
$20 Off at The Lube Center
Every new member receives a $20 off coupon for their next oil change at any participating Lube Center location.
CLICK TO VIEW COUPON ▸
Membership Packages
ELLICOTT CITY & RITCHIE STATION
Premium pricing structure for these two locations
BEST VALUE
Super
$28
single wash
$44.99/mo
Ceramic Wax
Fire & Ice
Rainbow Coat™
Tire Gloss + 3-Step Wheel
Fire & Ice
Rainbow Coat™
Tire Gloss + 3-Step Wheel
Deluxe
$23
single wash
$39.99/mo
3-Step Wheel Cleaning
UV Body Protection
Underbody Flush
UV Body Protection
Underbody Flush
Standard
$18
single wash
$34.99/mo
Basic Wheel Cleaning
UV Body Protection
Underbody Flush
UV Body Protection
Underbody Flush
Basic
$13
single wash
$29.99/mo
Exterior Wash
ALL OTHER LOCATIONS
Standard Auto Spa Express pricing (Frederick, Halethorpe, Bel Air, etc.)
BEST VALUE
Super
$26
single wash
$41.99/mo
Ceramic Wax
Fire & Ice
Rainbow Coat™
Tire Gloss
3-Step Wheel Cleaning
UV Body Protectant
Underbody Flush
Fire & Ice
Rainbow Coat™
Tire Gloss
3-Step Wheel Cleaning
UV Body Protectant
Underbody Flush
Deluxe
$21
single wash
$36.99/mo
Rainbow Coat™
Tire Gloss
3-Step Wheel Cleaning
UV Body Protectant
Underbody Flush
Tire Gloss
3-Step Wheel Cleaning
UV Body Protectant
Underbody Flush
Standard
$16
single wash
$31.99/mo
Basic Wheel Cleaning
UV Body Protectant
Underbody Flush
UV Body Protectant
Underbody Flush
Basic
$11
single wash
$26.99/mo
Exterior Wash
For full pricing including 3, 6, and 12-month plans, see the Pricing section on any location page. Memberships auto-continue at the standard monthly rate after the first month.
The Auto Spa Express · Giveaways
The Auto Spa Express Giveaways
Giveaways and contests across The Auto Spa Express locations
Active and upcoming giveaways for The Auto Spa Express. Click any giveaway for full details and redemption instructions.
Giveaways & Contests
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Customer giveaways, contests, and prize promotions
The Auto Spa · Giveaways
The Auto Spa Giveaways
Giveaways and contests across The Auto Spa locations
Active and upcoming giveaways for The Auto Spa. Click any giveaway for full details and redemption instructions.
Giveaways & Contests
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Customer giveaways, contests, and prize promotions
The Lube Center · Giveaways
The Lube Center Giveaways
Giveaways and contests across The Lube Center locations
Active and upcoming giveaways for The Lube Center. Click any giveaway for full details and redemption instructions.
Giveaways & Contests
—
Customer giveaways, contests, and prize promotions
The Auto Repair · Giveaways
The Auto Repair Giveaways
Giveaways and contests across The Auto Repair locations
Active and upcoming giveaways for The Auto Repair. Click any giveaway for full details and redemption instructions.
Giveaways & Contests
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Customer giveaways, contests, and prize promotions