SEPTEMBER 12, 2019

Hilton San Diego Bayfront

Conference Speaker


Jim Grasse

Northwestern Region Sales Manager, Waldon Equipment & Board Director, California Rental Association


TOPIC: California: portrait of a rental market



Jim Grasse more than 55 years of experience in the rental industry. Grasse was instrumental in the development of rental operations in North and South America for Caterpillar; from the conceptual level down to the details of implementation. Grasse has direct experience in greenfield startups, people development, new markets, cultural applications, localization and field support. He is an expert developing in real-time applications for the equipment rental industry, focusing on people profiling, training, sales, marketing, market opportunities, surveys, and profits.


Grasse understands how to get the job done with few resources and changing requirements. He is a born leader who enjoys the creative aspects of innovation. He loves to share his knowledge and insight with team members and often serves as a mentor to others. On any team, Grasse is seen as the “go-to” person, not only because of his expertise and talents, but also because of his willingness to help.