ARA launches campaign to support rental workforce development

American Rental Association ara

The American Rental Association (ARA) debuted its workforce development campaign – called “Born for This” – at The ARA Show 2024 last month in New Orleans.

ARA, which is based in Moline, is an international trade association for owners of equipment and event rental businesses and the manufacturers and suppliers of construction/industrial, general tool and party/event rental equipment. 

As a prelude to The ARA Show keynote session, ARA Chief Executive Officer Tony Conant introduced the new campaign, which features two videos – one for equipment rental and one for event rental. The campaign is designed to raise awareness about the various careers within the industry.

The two videos follow people from childhood hobbies to honing those skills in the present day where they work in the rental industry. An online media and social media strategy featuring the “Born for This” videos will be executed throughout 2024, engaging the target audience and prospective workforce where they consume news, information and entertainment, ARA said in a news release.

“Whether you were literally born into the family business or were a kid who liked to set up tents and play with toy trucks, there is a place in this industry for you and with this campaign we really wanted to call that out,” said Mr. Conant.

In addition to the national campaign spots, ARA’s social media channels will feature its members sharing stories of the point in their lives when they realized they were born for rental. One of those members is ARA’s 62nd president, Jeff Crotto, who also is president of All About Events in Jacksonville, Florida. Mr. Crotto said when he first began his rental career 20 years ago, he was new to the industry.

“For me, rental awareness should be something on top of all our minds. The more we share, volunteer and participate in these efforts, the stronger our industry will be,” he added.

The “Born for This” national campaign is intended to increase awareness of jobs within the rental industry, emphasizing that rental careers offer financially rewarding opportunities, upward mobility and job stability as part of a $61.5 billion industry, the association said.

Here is a look at career opportunities in the rental industry:

  • $65,626 – the average position’s salary in rental.
  • 12,000 rental locations operate across North America.
  • 500,000 equipment and event rental jobs are created annually.
  • 53.5% of all construction equipment is rented.

View more videos of rental industry success stories at ARA’s Jobs of Tomorrow. For more information about rental industry workforce development or to start your job search today, visit

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