I'd like to welcome the American Rental Association's new executive director, Christine Wehrman, to the rental industry. With an extensive background in association management, it's clear she has outstanding professional credentials. And as a former official with the U.S. Department of Agriculture, she has political experience that will serve her well coming into this industry at a time of great change.
Cover story. RentaCentro has done extremely well, but Siman was on a larger mission, looking for ways to enhance El Salvador's awareness of the benefits of rentals.
Ms. Wehrman, as you begin your new career, you will be deluged with suggestions and advice, and I know you're not asking for mine. But I urge you to take an action that will make your life easier in the long run.
My suggestion to you is this: Come to an agreement with the Rental Industry Association to combine trade shows. Sooner, not later. There are two ARA "city conferences" and the RIA's trade show in California or Nevada just a few weeks apart every year. These three underattended shows should, for the benefit of the entire industry, be combined into one dynamic fall convention.
Almost every supplier to the rental industry has been calling for this for several years. The executive boards of both associations have met quite a few times in an effort to hammer out an agreement. They always seem to come close, with broad general philosophical agreements. But a sticking point always scuttles the accord at the last minute.
Of course, there are obstacles. The ARA has insisted that its by-laws maintain that the RIA must be "affiliated" to combine trade shows. And somehow the ARA's definition of affiliation has not been acceptable to the RIA. Perhaps the RIA has raised obstacles as well. But if there is a will, there's a way.
It's time to do what's right and overcome the obstacles. If the lawyers tell you why it can't be done, tell the lawyers to find a way to get it done. If necessary, change the by-laws (the ARA has done that before). Or change the lawyers.
The relationship between the ARA and the RIA hasn't always been smooth, and I'm sure there have been communication problems, egos and stubbornness on both sides. But the two organizations have a terrific mutual starting point: They both have the good of the rental industry at heart. And now is a perfect time for a new beginning.
If Israel and the Palestinians can work together toward peace after thousands of years of conflict, these two associations can work out a trade-show agreement. As everyone knows, in mutual negotiations, the key is win-win, not win-lose, not my way or no way. It might take hard, round-the-clock discussions, but that's what negotiations are all about.
I know you have much to do as you familiarize yourself with this great industry. But I hope you bring an open mind. Just pick up that phone and start the ball rolling.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.