Photo by California Rental Association
Roberts Jeff Better

City Rentals’ Jeff Roberts Succeeds Blackwell as CRA Executive Director

May 6, 2020
The California Rental Association has named Jeff Roberts, president of City Rentals in Ontario, Calif., as its new executive director, replacing long-time ED Dale Blackwell, who tragically and unexpectedly died last month.

The California Rental Association has named Jeff Roberts, president of City Rentals in Ontario, Calif., as its new executive director, replacing long-time ED Dale Blackwell, who tragically and unexpectedly died after falling and suffering a brain trauma last month.

Roberts brings with him 44 years of rental and vendor experience. Roberts has been involved in the rental industry since 1976, when he was hired at City Rentals by Richard and Dale Briggs. Roberts started as janitor and then worked his way up as yardman, service technician, counterman, driver, sales and now president.

Roberts has been a strong supporter of the CRA during his entire career and he believes the organization is both crucial and essential to the success of not only individual rental companies, but to the collective rental industry. Roberts has been involved with yard parties, training and the ongoing CRA Rental Rally tradeshows. Roberts joined the board of directors in 2012 and previously served as treasurer, vice president and president and most recently served as chairman of the board, as well as serving on the convention, insurance, investment and member benefits committees.

CRA executive assistant Carol Murphy and controller Vicky Blackwell said they are looking forward to a seamless transition. “Per the CRA Long Range Planning Committee this plan is being implemented earlier than expected,” Blackwell said.