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Annual Women in Rental Breakfast to bring women together in New Orleans

By Steve Campbell

December 3, 2023

Women in Rental BreakfastThe Women in Rental Breakfast at The ARA Show™ has grown year after year since it began in 2019. The event will be no different when it takes place in New Orleans on Tuesday, Feb. 20, from 7:45-9 a.m.

This year’s breakfast will once again feature a highly sought-after speaker on leadership, motivation and change. Dr. Michelle is a true game-changer for leading brands to engage their teams and move them to action in the most inspiring, insightful, and uplifting way. She is a gem in the world of motivation, and after hearing her speak at the Women in Rental Breakfast, how you handle life, business and people will never be the same.

The Women in Rental Breakfast continues to be an annual highlight for women in the rental industry.

“It’s fantastic that we have this sense of camaraderie, and it’s a place where we can all come and share and celebrate ourselves and feel the female power and connect,” said Lisa Aston, Herc Rentals, Bonita Springs, Fla., during the event at the 2023 show in Orlando.

The event is open to all attendees and exhibitors. Men of the industry are invited to register as well. Tickets for American Rental Association (ARA) members are $40 per person. Tickets for non-members are $50 per person.

The Women in Rental Breakfast is sponsored by Alert Rental Software, Barreto Manufacturing, Catalyst Strategic Advisors, Ditch Witch, John Deere and Toro.

Women in the industry also are invited to complete the Women in Rental Career Development Program in RentalU, ARA’s online learning platform. This new program has six courses, including:

  • How to Increase Your Visibility at Work
  • Imposter Syndrome: What It Is and How to Overcome It
  • Dealing with Stress, Pressure, and Burnout
  • Becoming Bias Aware
  • The Secrets of Skilled Delegations
  • Effective Feedback Strategies

Those who complete all six courses will earn a certificate at the end. Learn more about this program at and search for “Women in Rental.”