As the equipment rental industry prepares to gather in New Orleans for the first time in a decade for The Rental Show 2012, scheduled for Feb. 5-8 at the Ernest N. Morial Convention Center, there is positive momentum building for the future.

The equipment rental industry is coming off a year of improved performance in 2011, with overall rental revenue increases outpacing the general economy as well as the various segments and industries equipment rental serves.

Anecdotal evidence and statements by manufacturers show that rental penetration is growing as more customers turn to rental as a cost-efficient alternative to get the job done.

This all adds up to growing excitement for the 56th edition of The Rental Show, the American Rental Association’s (ARA) annual convention and trade show.

“The buzz that started growing in Las Vegas has kept going,” says Allison Box, ARA’s senior administrative director for association services. “Exhibitors are expecting a good show and marketing to get people to New Orleans. The comments from rental store attendees who have registered are upbeat. It’s encouraging that the buzz has continued all the way through.”

The focus for The Rental Show 2012 is on “new.” In addition to new and innovative products available during the trade show, there are new and expanded educational opportunities in New Orleans, including 30 scheduled educational seminars, the most ever.

“There are more learning opportunities than we’ve ever had,” Box says. “Steve Abercrombie is back for financial management education. We are doing sessions on social media and the web that people want to learn about. The Rental Town Halls are always popular and there is a session with Dan Kaplan, who is well known for his industry insight.”

There are new events, such as the Crescent City Carnival, an evening which will give attendees a unique behind-the-scenes look at Mardi Gras World, and new inspiration from keynote speaker Aron Ralston, the subject of the Academy Award®-nominated film, “127 Hours.”

“The association’s goal with the upcoming show is to provide an engaging celebration of the rental industry as we move into the pivotal year of 2012,” says Christine Wehrman, ARA’s executive vice president and CEO.

“Show attendees will be able to see, learn from and take advantage of everything the industry offers. Most of all, attendees and exhibitors alike can share in a vision for the renewed spirit of rental as we continue to define and build market opportunities much like the spirit attendees will find in New Orleans. It’s definitely a can’t-miss event for all within the industry.”

Here are highlights of what to expect at The Rental Show 2012.

• More educational opportunities, with 30 total seminars on Feb. 5, 7 and 8. New indoor/outdoor half-day product demonstration sessions are included, plus a half-day financial seminar with Steve Abercrombie, the session “Up Close and Personal With Dan Kaplan,” a new town hall session on family business issues and round-table discussions.
• The keynote session with Aron Ralston, who will share the account of his remarkable will to survive that was the basis for the movie “127 Hours.” Ralston’s story made headlines worldwide in 2003 when he was pinned by a half-ton boulder for nearly a week while hiking in Utah. He narrowly escaped death by severing his right forearm with a dull pocketknife. After applying a tourniquet, he hiked and rappelled for five hours before searchers in a helicopter miraculously rescued him. Ralston’s personal uplifting story of motivation, inspiration and loving relationships with family and friends to survive and thrive beyond this challenge will captivate you.
• New events include Crescent City Carnival on Feb. 7 at Mardi Gras World. A producer of floats, sculptures and props, Mardi Gras World creates most of the parades held for Mardi Gras in New Orleans from concept through completion. ARA’s Crescent City Carnival will feature a fascinating behind-the-scenes look at the floats and how they’re created, with live entertainment, networking, food and beverages. Also new for 2012 is An Evening for ARAPAC, an event for ARA’s political action committee on Feb. 6 at the National World War II Museum where invited guests will be able to tour the displays and exhibits.
• Returning events include Lunch With ARA, Next Generation Reception and a revamped The Rental Show Golf Tournament on Feb. 5; Regional Receptions on Feb. 6; International Reception and the Reception With a Purpose featuring the ARA Foundation charity auction on Feb. 7.
• Three days of trade show, Feb. 6-8.
• Events & Tents on Feb. 4-5, continuing its Saturday/Sunday schedule from 2011 with an industry tour, networking reception, breakfast speaker and focused education including an indoor/outdoor demonstration seminar.

More details on The Rental Show schedule are available online at TheRentalShow.com.