In October 2010, Xtreme Xcellence attended the 29th Annual Western Carwash Association (WCA) Convention and Tradeshow in Las Vegas, an event that showcased on environmental awareness in the auto detailing and car wash industry. One emphasis of the 2010 WCA was educating the car wash industry about water conservation. This is because the shortage of clean water is likely the biggest environmental issue we will face in the 21st century, and water conservation in industries like this can help minimize the risks.