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Education Built for Today’s Rental Industry
The pressures facing rental businesses today go beyond staffing. Budgets are tighter, customers expect more, and what worked a few years ago may not work now. On Sunday, Feb. 14, kick off The ARA Show™ with a full day of practical guidance from professional speakers, industry experts, and rental peers (and after all those game-changing insights, plan to celebrate during The Big Game Tailgate Party that evening).
Choose sessions across three tracks designed for every level of your team:
Leadership Track
9:00 - 10:00 am - Becoming Awesome: Building a Champion Mindset
Summary:
The winningest boxer in USA Boxing history and motivational speaker Cam Awesome delivers an inspiring session on confidence, goal setting, and personal growth. Learn how to create a winning mindset, develop daily habits that drive success, and motivate individuals to perform at their highest level.
Key Takeaways:
- Build confidence through positive self-talk and mindset shifts.
- Set ambitious goals and break them into achievable actions.
- Increase motivation and engagement across teams.
- Develop habits that support long-term personal and professional success.
Speaker: Cam Awesome
10:15 - 11:15 am - The Life-Changing Power of Your Rope Team
Summary:
Drawing from her military experience and remarkable personal journey, Gretchen Evans demonstrates how resilience, teamwork, and support systems can help individuals and organizations overcome adversity. Attendees will learn strategies for building stronger teams, increasing adaptability, and maintaining focus during challenging times.
Key Takeaways:
- Develop grit, resilience, and mental toughness.
- Build stronger, more supportive teams.
- Stay focused under pressure and uncertainty.
- Foster adaptability and perseverance in the workplace.
Speaker: Gretchen Evans
11:30 am - 1:00 pm - Lunch Hosted by Women in Rental
Ernest N. Morial Convention Center, La Nouvelle Ballroom
Connect with industry peers during this uplifting luncheon celebrating the women helping shape the future of the equipment and event rental industry. Designed to spark meaningful conversations, peer connections and professional growth, this event brings together attendees from across the industry for an inspiring afternoon of networking and community.
Featured keynote: Erin King presents “Big Sales Energy: Attract Attention. Increase Influence. Sell Smarter in an AI World.”
In this high-energy presentation, Erin King explores how sales professionals can use their uniquely human advantage to capture attention, build trust, increase influence and move more conversations toward yes. Attendees will discover why, in an AI-powered marketplace where a pitch can be copied, personal energy, confidence and the ability to read the room remain powerful differentiators.
Conveniently scheduled between Sunday education sessions and the opening of the trade show floor, this gathering offers an opportunity to recharge, exchange ideas and build relationships with professionals who share a passion for leadership, innovation and advancing the rental industry. Open to all attendees, this popular event welcomes everyone who wants to support and celebrate the impact of Women in Rental.
1:15 - 2:15 pm - Your Franchise's Success Depends on Both Customer AND Employee Experience
Summary:
Exceptional customer experience starts with engaged employees. Customer experience expert Dan Gingiss shares proven strategies for creating a culture where every team member takes ownership of customer satisfaction. Learn how employee engagement drives customer loyalty, strengthens brand reputation, and fuels business growth.
Key Takeaways:
- Build a customer-focused culture across your organization.
- Turn everyday interactions into memorable customer experiences.
- Increase employee engagement and accountability.
- Create experiences that keep customers returning and referring others.
Speaker: Dan Gingiss
2:30 - 3:30 pm - Decision Drift: Leading with Clarity While Under Pressure
A customer needs the skid steer today. The safety check would take twenty more minutes. Three people are waiting at the counter. So, the check gets shortened. Just this once.
That is how it starts. Not one bad decision. A hundred small ones, made fast, that quietly become the norm.
Rashmi Airan built deals on Wall Street before she built cases as a Columbia Law School attorney. She has spent years studying how capable, ethical people end up making the call they swore they never would. In this session, she gives rental leaders a way to catch drift before it costs them: in credit calls, safety checks, staffing, and pricing under pressure. Pressure does not build character. It reveals thinking.
Key Takeaways:
- Interrupt the rush call before it becomes routine.
- Spot drift before it becomes a loss.
- Protect margin without sacrificing trust.
- Build a culture where teams flag risk instead of staying silent under pressure.
Speaker: Rashmi Airan
Customer Service Track
9:00 - 10:00 am - Relationships That Drive Revenue: Turning Connections into Customers
Summary:
The Surgeon General declared loneliness a national epidemic. Global employee engagement just hit its lowest point since the pandemic. AI is replacing more human touchpoints every day. Organizations everywhere are feeling it: lower trust, higher turnover, weaker culture, and revenue that’s harder to grow. The need for human connection has never been more urgent. Sales and relationship-building expert Barb Betts introduces her proven RELATIONSHIP ADVANTAGE Framework to help attendees strengthen customer relationships, generate referrals, and create lasting loyalty that leads to increased revenue.
Key Takeaways:
- Build authentic relationships that support long-term business growth.
- Increase referrals and repeat business.
- Create deeper customer loyalty and engagement.
- Transform transactional interactions into meaningful connections.
Speaker: Barb Betts
10:15 - 11:15 am - What Customers Really Experience: Fixing Broken Touchpoints in Rental
Summary:
A customer’s perception of your rental business is shaped by every interaction—from the first phone call to the final invoice. In this session, customer experience expert Barbara Khozam helps rental and event professionals identify the moments that build trust, uncover hidden service gaps, and improve the customer journey. Attendees will learn how to evaluate critical touchpoints, strengthen customer relationships, and prevent small issues from becoming lost business opportunities.
Key Takeaways:
- Map the complete customer journey and identify where trust is gained or lost.
- Recognize broken touchpoints before they impact customer retention.
- Respond effectively when customer service issues arise.
- Implement a practical touchpoint audit to improve customer experience.
Speaker: Barbara Khozam
11:30 am - 1:00 pm - Lunch Hosted by Women in Rental
Ernest N. Morial Convention Center, La Nouvelle Ballroom
Connect with industry peers during this uplifting luncheon celebrating the women helping shape the future of the equipment and event rental industry. Designed to spark meaningful conversations, peer connections and professional growth, this event brings together attendees from across the industry for an inspiring afternoon of networking and community.
Featured keynote: Erin King presents “Big Sales Energy: Attract Attention. Increase Influence. Sell Smarter in an AI World.”
In this high-energy presentation, Erin King explores how sales professionals can use their uniquely human advantage to capture attention, build trust, increase influence and move more conversations toward yes. Attendees will discover why, in an AI-powered marketplace where a pitch can be copied, personal energy, confidence and the ability to read the room remain powerful differentiators.
Conveniently scheduled between Sunday education sessions and the opening of the trade show floor, this gathering offers an opportunity to recharge, exchange ideas and build relationships with professionals who share a passion for leadership, innovation and advancing the rental industry. Open to all attendees, this popular event welcomes everyone who wants to support and celebrate the impact of Women in Rental.
1:15 - 2:15 pm - Creating a Customer Experience That Sets You Apart
Summary:
New customers are great, and to keep them we need to nurture the relationship and build trust. In today’s competitive marketplace, customer experience can be your greatest differentiator. Jason Young shares practical strategies for creating consistent, memorable service experiences that strengthen customer loyalty and build a lasting competitive advantage.
Key Takeaways:
- Turn customer service into a competitive advantage.
- Deliver consistent customer experiences across every touchpoint.
- Strengthen customer loyalty and retention.
- Build a brand customers trust and recommend.
Speaker: Jason Young
2:30 - 3:30 pm - Staying Productive and Focused in a High-Demand Environment
Summary:
Ambitious problem solvers can change the world. But often, individuals are struggling, teams are strained, and leaders feel stuck. Todd Henry lays out a roadmap that helps organizations avoid the pitfalls of creative work to produce brilliant ideas and a culture that attracts and retains top clients and talent.
Key Takeaways:
- Improve focus and effectiveness in demanding environments.
- Manage time, energy, and priorities more strategically.
- Reduce burnout and maintain consistent performance.
- Build productivity systems that support sustainable success.
Speaker: Todd Henry
Business Efficiencies Track
9:00 - 10:00 am - AI That Actually Works: Practical Tools for Your Business Today
Summary:
Artificial intelligence is changing how businesses operate, but many organizations struggle with where to begin. Technology strategist Dan Chuparkoff cuts through hype and explores practical AI tools and applications that can improve productivity, streamline workflows, and deliver immediate value for rental businesses.
Key Takeaways:
- Understand real-world AI applications for business.
- Simplify technology adoption and implementation.
- Improve productivity through practical AI tools.
- Identify opportunities to drive efficiency and improve customer value.
Speaker: Dan Churparkoff
10:15 - 11:15 am - Family Business and Succession Planning
Summary:
Family-owned businesses face unique opportunities and challenges when planning for the future. Courtney Collette provides guidance on succession planning, leadership transitions, and next generation readiness that helps preserve business continuity and family relationships across generations.
Key Takeaways:
- Navigate generational transitions with confidence.
- Preserve business continuity across generations.
- Align family and business goals for long-term success.
- Involve both generations in the succession process.
Speaker: Courtney Collette
11:30 am - 1:00 pm - Lunch Hosted by Women in Rental
Ernest N. Morial Convention Center, La Nouvelle Ballroom
Connect with industry peers during this uplifting luncheon celebrating the women helping shape the future of the equipment and event rental industry. Designed to spark meaningful conversations, peer connections and professional growth, this event brings together attendees from across the industry for an inspiring afternoon of networking and community.
Featured keynote: Erin King presents “Big Sales Energy: Attract Attention. Increase Influence. Sell Smarter in an AI World.”
In this high-energy presentation, Erin King explores how sales professionals can use their uniquely human advantage to capture attention, build trust, increase influence and move more conversations toward yes. Attendees will discover why, in an AI-powered marketplace where a pitch can be copied, personal energy, confidence and the ability to read the room remain powerful differentiators.
Conveniently scheduled between Sunday education sessions and the opening of the trade show floor, this gathering offers an opportunity to recharge, exchange ideas and build relationships with professionals who share a passion for leadership, innovation and advancing the rental industry. Open to all attendees, this popular event welcomes everyone who wants to support and celebrate the impact of Women in Rental.
1:15 - 2:15 pm - Financial and Tax Implications for Business Growth and Transition
Summary:
When it comes to making business decisions, having the most up-to-date financial information is of the utmost importance. Whether that be for expansion, selling, succession planning, or any other myriads of complications that may arise, having updated financials will put you in a position to succeed. Roman Basi will walk through how to navigate key financial strategies, tax implications, and planning considerations that support growth, business transitions, and long-term financial stability.
Key Takeaways:
- Learn the importance of up-to-date financials;
- Understand the need for planning for the future; valuations, succession planning, buy/sell agreements;
- Visualize the tax effects of everyday operations;
- How to transfer a business to a key employee or family member using the best possible method;
- Choosing the right professionals to help you with your business.
Speaker: Roma Basi
2:30 - 3:30 pm - Using AI to Increase Efficiency in Marketing to Customers
Summary:
Artificial intelligence is creating new opportunities for businesses to market more effectively and efficiently. In this practical session, Ernie Harker, professional speaker, AI branding specialist, and author of Your Brand Sucks, explores how AI-powered tools can help organizations improve customer communications, streamline marketing efforts, and enhance overall marketing performance.
Key Takeaways:
- Use AI to improve marketing efficiency and effectiveness.
- Create more relevant customer communications.
- Streamline marketing workflows and content creation.
- Identify practical AI tools to support business growth.
Speaker: Ernie Harker
THE ARA SHOW EDUCATION PROGRAM IS SPONSORED BY:
Ready to build your roster for a winning season? Make education part of your experience at The ARA Show.
Start with a full day of curated education, then put what you learn to work during two days of hands-on buying and industry conversations. Act now and save on the Expo & Education package.
