Q&amp;A with Lisa Farrar of Hertz Equipment

Q&A with Lisa Farrar of Hertz Equipment

What are clients using them for?

Everything from your local Wal-Mart holiday preparedness, where they will put it in their parking lots, to construction trailers.

What are your biggest challenges and opportunities?

We struggle with the same challenges that our customers do in this business, such as attracting talent—people to work at our branches and mechanics to service the equipment. In terms of growth opportunities, I would say there are two: branch optimization and value inherently in having our own business model. In terms of branch optimization, that’s having branches in the right locations where are customers are and having enough branches to cover the market. Secondly, all of our larger competitors have been able to operate within their own business model. So, for us to be able to have a focused equipment rental model, tomorrow’s a new day. I can’t wait.

What do you like to do in your free time?

Over the past four years, I’ve moved 5,600 miles. I started in Chicago, then moved to Nashville, Tenn., San Francisco, and now live in southwest Florida. One of my immediate goals is to unpack every box. I also love business reading and novels of the day. Right now, I’m reading the book Crazy Is a Compliment. I’m also an avid wine connoisseur, and I love to cook and eat.

After a short stint as a freelance contributor to ENR, Tudor joined the editorial staff in 2002 and was a managing editor. His areas of expertise included construction equipment, trucks, tools, materials and global construction. He was a certified crane operator and reported heavy construction news in the U.S. and outside—including Europe, Dubai, India and China.

Post a comment to this article

Enhancing Collaboration and Surpassing Traditional Design-Build Methods with Progressive Design-Build

Earn: 1 PDH; 1 AIA LU/Elective; 0.1 IACET CEU

Progressive Design-Build is reshaping large infrastructure projects by addressing key issues with the traditional Design-Build approach. We'll explore how PDB fosters collaboration between owners, design-builders, and design teams to develop a well-defined scope and budget, plus minimizes cost overruns and reduces liability claims.