The American Rental Association has released a new industry-wide strategic plan to drive program initiatives during the next three years. This is the first revision to ARA’s strategic plan in more than a decade.

The ARA board of directors met for a two-day session led by a professional facilitator to discuss common issues within the industry and discover common themes for which action plans could be developed.

“As the industry continues to grow and change, so do the needs of the members we serve,” said Tony Conant, ARA CEO. “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.”

The result is a simple, straight-forward plan that communicates with clarity the purpose, focus areas and values that will drive ARA into the future in those five areas:

  • Education: Position ARA as the primary source for education and training in the equipment and event rental industry;
  • Industry workforce: Raise awareness of careers in rental and ensure a qualified and sustainable workforce for rental business owners;
  • Technology: Encourage rental business owners to effective use technology to increase operational performance;
  • Market intelligence: Provide industry metrics, forecasting resources and market intelligence tools for the industry;
  • Consumer awareness: Promote the value proposition of equipment and event rental so that consumers think of rental first.

“ARA’s volunteer leadership changes each year and without a multi-year strategy, the direction of the association and its priorities could change frequently,” said Kevin Hoffman, ARA president. “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.”

“These are five major focus areas in which the association can make a significant impact toward the long-term success of the equipment and event rental industry,” Conant added.