All American Rentals, Newark, Calif., will hold a grand opening to celebrate its expansion into Oakland, owner Mike Carter told RER Reports.
“We chose to hold the grand opening on September 11 because that date has significance to us and so many people,” Carter said. “We wanted to show that America is strong and growing and resurrecting and that the rental industry is strong and growing as well. We want to honor the people who were lost in that tragedy, but we also want to show that America, and the rental industry, is moving ahead, trying to grow and resurrect itself.”
Carter said he consulted with many colleagues and customers about whether or not to hold the grand opening on Sept. 11 and received enthusiastic support.
Carter, who worked in the rental industry for nearly 20 years, mostly with Hertz Equipment Rental Corp. and U.S. Rentals, moving to United Rentals after its acquisition of U.S., went independent in 2000, opening All American in nearby Newark about two and a half years ago. The new Oakland branch is set on about three acres right by the Network Associates Coliseum where the Oakland A’s and Raiders play. The location has a 25,000 square foot shop with six service bays, serving a contractor, industrial and homeowner customer base. Starting with a staff of 12 people with a total of 150 years of experience, All American now has 42 employees and Carter has plans to continue to grow and expand the company.
“Independent rental companies can still compete favorably by offering personal service and crisis management on a 24/7 basis,” Carter said. All American sent out about 7,000 invitations to the grand opening and expects about 300 people to attend.
