Rental: How did you first get your start in the rental industry?
I started in the rental business by chance, to be honest. A friend of mine who was working for a locally owned rental company (owned by another friend's dad) was being promoted, but they needed to replace him and couldn’t find anyone. Reluctantly, I was called into duty. At the time, I was having a lot of fun just being a kid, hanging out and not doing much. But once I was hired and started working there, I found a love for the business and industry.
“People tell me how different our company is from others in the industry. I love my company and like promoting it. Which, if I ever gave advice, would be number one. If you are not unique in your own way, I don't think you will be seen. Be yourself and be proud of it, and you will find your market.”
—Tom Butts, Owner, Nor-Cal Equipment Rentals
I held a lot of positions over the years including being a yard man, delivery driver, dispatcher, and manager. As time went on, I felt a desire to open and start my own rental center.
Rental: Can you give us some insight into your current company?
Nor-Cal Equipment Rentals started in May 2004. There was always a belief that we could be different and separate ourselves from the rest. We’ve always been customer service-oriented, doing things the “old school” way. We’re available 24/7 and do our best to support our customers in every way we possibly can.
Nor-Cal Equipment Rentals owner Tom Butts and his wife, Kaycee.Nor-Cal Equipment Rentals
Rental: What have been some of the challenges and successes you’ve had since you've been in business?
Through the years, there have been many challenges in terms of surviving and growing the business like cash flow and competition. In the last few years, we’ve encountered a common theme of finding it hard to hire quality employees as well as limited equipment availability. Those two issues have seemed to improve in the last year though, so we’re looking forward to 2024 being even better.
Editor's note: Nor-Cal Equipment Rentals was published in an edition of Rental Perspectives, June 2022.
Rental: How has your business changed since the last you were featured in Rental back in 2022? Have you learned new tricks or tips? Have your processes changed? What's different in 2024 vs. 2022?
Back in 2022, there was a lot of excitement, and for good reason too, as we were expanding our customer base and our fleet and coming out of COVID. In 2023, we started the year with five very heavy winter months. In fact, it was the worst winter we've experienced so far in 20 years. But we still achieved our highest-grossing year ever. In 2024, we're already out of the gate fast with jobs starting sooner than we expected. Even most of our water trucks worked through the winter, which is never expected.
With most manufacturers and supply chains back on their feet, we see a huge opportunity to cycle out gear and have an even stronger fleet. This year, we're focusing on not just bringing in new customers, but paying extra attention to and thanking those customers that have been with us for so long. May 2024 is our 20-year anniversary, which we are very proud of. When I look back at the beginning of the company to what Nor-Cal is now, I’m taken back by the love and support from my family, friends, staff, and of course, our customers.
Rental: What do you think we'll see in 2024 in the rental market?
In 2023, we had the worst winter since we’ve been open and started off the year behind. However, we ended up having a successful year, surpassing the previous year's rental revenue record for the company. Thankfully, 2024 looks to be even stronger, as January’s weather is not as severe and the jobs lined up are indicating another great year for us.
I think for 2024, the rental industry is heading for a strong year even with the election coming up. The rental industry continues to expand, and as more technology is created and used, the more profitable it will become.
Rental: What was your favorite tool or piece of equipment in 2023, and what do you think your 2024 pick will be?
Nor-Cal's fleet has grown so much that Tom's lost count. To help keep track, he's hired a full-time fleet manager to help in the decision-making process regarding selling, replacement or adding equipment more efficiently.Nor-Cal Equipment Rentals
For 2024, we’re expanding our already large skid steer fleet. From stand-on skid steers, like our Ditch Witch SK line, up to our Caterpillar 299 series, this part of our fleet is our bloodline.
We partner with a company called Dirty Graphix, which does all of our custom wraps, and we have tons of new designs lined up to give our equipment a unique appearance that catches the eye.
Rental: If you could eat only one food for the rest of your life, what would it be?
That’s a really tough one! I’m going to go with breakfast food. I’m almost always in the mood for a great breakfast. No one can cook like my wife, so she better be with me!
