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NOVEMBER 2013 issue of
Rental Management

The Editors Page: The importance of planning
The Editor's Page: The importance of planning

There is a company that offers hand sanitizers with funny names and packaging. One of the hand sanitizers is “OCD.” This, of course, stands for obsessive compulsive disorder. The directions on the back of the packaging say the following:

Open cap. Sanitize. Close cap.

Open cap. Sanitize. Close cap.

Make sure cap is firmly closed.

Recheck cap.

Are you sure it’s closed?

I know OCD isn’t a laughing matter, but some people already might have a little bit of OCD when it comes to The Rental Show, registering early and booking hotels and flights months in advance. At Rental Management, we also have a touch of OCD about the show. As a result, we are doing what we can to help make sure our readers have the right information to plan for going to the show, starting with our special planning section in this issue for The Rental Show 2014 scheduled for Feb. 9-12 at the Orange County Convention Center’s North-South Building in Orlando, Fla.

In the package of stories starting on page 30, we’ve included articles about discount registration deadlines; the best times to arrive depending on the programs you plan to attend; an overview of what’s happening at the show, including educational sessions, networking opportunities and special events; and the ARA Foundation Charity Auction and Reception.

We also have a story about how Mike Baartman, owner, Rent-All, Sioux Center and Storm Lake, Iowa, and Sioux Falls, S.D., goes about getting ready for the show each year. This includes keeping track of missed rentals during the year, having several planning meetings and coming up with a specific shopping list.

Here’s how detailed Baartman gets: “We basically put together a buy list. I probably have 95 percent of that figured out before we get there,” he says. “I probably put in more time pushing numbers, so when we try something new, we know what it’s going to take to work. For us, that’s a good indicator. Say we bought a tree shear for a skid loader. We have a goal of a 20 percent return for the first year, depending on the size of the item. If we know it needs to go out eight times in the year to achieve that goal, and we’ve had four or five requests, we’re half-way there.”

We also have an interview with Susan Southerland, the keynote speaker for Events & Tents, the rental workshop for those in the party and event segment of the industry scheduled for Feb. 8, 2014.

Our coverage to help readers prepare for the show doesn’t stop with the November planning issue. In January, our pre-show issue will include an exhibitor list; a look at first-time exhibitors — at least 80 for The Rental Show 2014; and stories related to Orlando attractions and restaurants.

In January, we also will publish The Hot List 2014, which will include products submitted by exhibitors that will be on display at the show and are new to the equipment rental industry.

Our February at-show issue will include a question-and-answer interview with Tom Hubbell, vice president, marketing and communications for the American Rental Association (ARA), organizers of The Rental Show, as well as articles about the Rental Hall of Fame inductees and ARA special award winners.

Our work doesn’t end with the show. The March 2014 issue will include a special section devoted to news from the show and our April 2014 issue will have our annual Fieldbook coverage, featuring products that caught the attention of our editors who blanket the exhibit floor to find out what’s new and different.

As of Nov. 1, 2013, The Rental Show is just about 100 days away. Remember: Register, book hotel, book flight. Register, book hotel, book flight. See you in Orlando in February.

Wayne Walley is editor for Rental Management, the official magazine of the American Rental Association, 1900 19th St., Moline, IL 61265. He can be reached at 800-334-2177, ext. 253, or 309-277-4253; fax 309-764-2747; wayne.walley@ararental.org.




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