New ARA strategy

By Thomas Allen10 January 2019

The American Rental Association (ARA) has published a new industry-wide strategic plan that will drive its programme initiatives over the next three years.


This is the first revision the ARA has made to its strategic plan in more than a decade, and it was said to have been done with the intention of better supporting the association’s members.

The ARA’s board of directors gathered for a two-day session to discuss common issues within the industry and establish key themes around which action plans could be developed.

Tony Conant, CEO of the ARA, said, “As the industry continues to grow and change, so do the needs of the members we serve. After nearly two years of research and compiling data, the five key areas where the association can make a significant impact have been identified for inclusion in the strategic plan.”

Those five areas of focus are:

  • Education: The ARA aims to position itself as a primary source for education and training in the industry
  • Industry workforce: Awareness needs to be raised of careers in rental as part of the ARA’s efforts to ensure a qualified and sustainable workforce for rental business owners
  • Technology: As new technologies open up opportunities for rental business owners to improve their operational performance, the ARA will encourage them to effectively use those technologies
  • Market intelligence: The ARA intends to provide industry metrics, forecasting resources and market intelligence tools for the industry so that companies can make informed decisions
  • Consumer awareness: With the aim of making consumers think of rental first, the ARA will promote the value proposition of equipment and event rental

Pointing out the fact that the ARA’s volunteer leadership changes every year, the ARA’s president Kevin Hoffman stressed the importance of a multi-year strategy for giving consistent direction to the association.

Hoffman said, “This consistent plan allows staff to advance the priorities set by the membership through board representation. I’m extremely pleased with the outcome and to have worked with bright and talented individuals to establish a plan that will carry the association forward.”

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