Focusing on the future of equipment technology
By Steve Campbell

Focusing on the future of equipment technology

Technology in the equipment rental industry continues to evolve. From the newest features being found on equipment to the latest rental software and emerging technologies, innovation is around every corner of the industry. This will be on full display during the Rental Innovation Conference & Exhibits, March 9-10, 2022, at the Gaylord Texan Resort & Convention Center in Grapevine, Texas.

This event, put on by the American Rental Association (ARA), will feature two full days of education and exhibits focusing on how technology and innovation will impact and can improve a rental business and the customer experience in the equipment rental industry. Attendees will have the chance to explore and learn about these new technologies, buy equipment and network with other rental industry peers.

“We’ve seen technology and innovation become a bigger part of our personal and business lives. The rental industry, while not an early adopter to technology, has been impacted. ARA is in a great position to help those in the industry better understand these impacts along with how technology and innovation can improve their rental business and the customer experience,” says Tom Doyle, ARA vice president, association program development.

Technology in the rental industry has been an increasingly popular topic. ARA hosted a virtual RentalTech conference in 2020 with industry leaders discussing the newest technological evolutions for the industry and what was coming down the road. The Rental Innovation Conference & Exhibits will take this to the next level with education devoted specifically to helping rental companies of all sizes advance their businesses for the future.

“At no other point has there been a time when as many industries are being disrupted and impacted by technology,” Doyle says. “It’s important to learn how and what you can utilize in your business and what your customers will appreciate and expect in future rental transactions. This conference will be the must-attend event for rental providers/suppliers and rental operators.”

The trade show component of the event will fill the gap in the schedule caused by the rescheduling of The ARA Show™ 2021 from February to October. The show will return in February 2023 in Orlando, making this conference the best opportunity for attendees to purchase equipment at an ARA event in 2022. Exhibitor booths will be smaller compared to those at The ARA Show but exhibiting companies will focus on the technology their company provides and new improvements in their equipment.

“While the focus isn’t on buying, there will be those opportunities. Exhibitors will be displaying their innovation and technology solutions. Some of that will be apparent in the equipment they bring, others in their improved services and software solutions. There will be ample time to learn how electrification, connectivity, new and improved machine platforms, and other areas will change the future,” Doyle says.

Topics expected to be popular at the event include digitization, rental software, electrification, telematics, data analytics, artificial intelligence and more.

Registration for rental store attendees opens Jan. 10. To register, get more information and view hotel details, visit

Steve Campbell

Steve CampbellSteve Campbell

Steve Campbell is the multimedia editor for Rental Management. He develops new digital opportunities for Rental Management subscribers and advertisers while also doing videos and writing stories. Steve is a huge sports fan with the Chicago White Sox, Green Bay Packers and Chicago Bulls being his top teams. He also enjoys DIY home projects with his wife and continues to figure out “dad life.”

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