A Supplement to Construction Equipment GuideÂŽ
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ƌƵĐĞ ŽǁŵĂŶ͕ WƌĞƐŝĚĞŶƚ Des Moines 1401 2nd Avenue Des Moines, IA 50314 515-283-2215
Cedar Rapids 2950 6th Street SW Cedar Rapids, IA 52404 319-365-5139
Ames 2100 E. Lincoln Way Ames, IA 50010 515-233-9500
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Waterloo 2625 W. Airline Highway Waterloo, IA 50703 319-236-6830
Star Equipment Celebrates a Half-Century in Business Max and Bev Bowman.
When Star Equipment’s founders were formulating their business plan, they didn’t think big. They didn’t think dozers and cranes and road graders. They decided their niche would be light to general construction equipment. As a result of ongoing manpower shortages and new technology in the industry, that vision coincided with the industry’s shift toward compact equipment. This year, the Iowa-based equipment company is celebrating 50 years of business success. “The large heavy equipment lines were already taken when we started out, so we concentrated on the light to general market, under a hundred horsepower, though that is kind of a misstatement. Even compact equipment can get up to 120 horsepower,” said Bruce Bowman, Star Equipment President. “It has been a good product mix for us. It’s been our niche.” Bruce, who is a son of Star founders By Giles Lambertson
Max Bowman and Beverly Bowman, said the decision was pragmatic even beyond the fact that larger equipment lines simply weren’t available. The smaller equipment also appealed to them because it was more easily managed. “We can move the equipment ourselves, and don’t have to hire outside service providers to do it. We don’t have to involve a lot of outside vendors to operate the business.”
Roger Bills, retired partner, driving a Mustang skid in the early ’70s.
CEG CORRESPONDENT
Star Equipment’s facility in Des Moines, Iowa.
Cover photo (left): Brad Bowman, Brett Bowman, Bruce Bowman (second generation), and Remington Lawyer (third generation). Cover photo (right): Max and Bev Bowman.
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Today, with the company well-established and financially able to hire outside help as needed for transport, is there a temptation to take on a higher profile line of equipment like full-sized excavators and wheel loaders? Bruce said, no. “Oh, we’re always tempted, but when we go and look at the requirements of handling larger machinery at a level we would want, so our customers would be served like they are accustomed, we couldn’t do that. So we continue to do what we are good at, light to general equipment.” The Star Equipment lineup consists of machines like Mustang skid and track loaders; Gehl telehandlers and articulated loaders; Manitou telehandlers; Takeuchi track loaders and mini-excavators; Multiquip pumps, generators, and compaction; Wacker climate control; IMT crane and Star Equipment’s Des Moines store front. service trucks; Husqvarna saws and grinders; Topcon GPS, machine control, lasers, and survey equipment; Sullivan air compressors; Allen Engineering concrete equipment; Somero laser screeds; Schwing concrete pumps — "We have a complex system of and on and on … compact utility vehicles, brush mowers and servers and phones that tie all of our trailers. Star has recently re-entered the aerial lift segment of equipbranches together, so we are able to ment, offering JLG and Skyjack lifts. The company entered into the aerial lift business in the late ’70s, but decided to exit the marassist customers in a timely and ket in the late ’90s to focus on other parts of the business. “At that time,” Bruce recalled, “we decided to focus on our accurate manner." core business products: skids, mini-excavators and telehandlers.” Rick Rush After building its core products to a satisfactory level, the company recently got back into aerial lifts.
The Des Moines sales representative team consists of Lonnie Umdenstock, Jerry Jaksich, Rick Eggermont, Luke Gordon, Wade Snyder, Mike Cooling, Matthew Staker and Nate Sizemore.
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Star Equipment’s Des Moines, Iowa, facility.
“This is still a people business. Customers and employees have grown up with us. Without them we wouldn’t have made it one year, let alone 50 years.” Bruce Bowman
“There is a synergism between aerial lift equipment and telehandlers,” Brad Bowman stated. “And we want to provide our customers with all the tools to accomplish their job.” “A customer uses a forklift to assemble steel buildings, which sometimes requires an aerial lift to work in conjunction with the forklift. So we decided to offer aerial equipment again.” Star’s diverse equipment lineup is available through four locations across the state of Iowa — Des Moines, Cedar Rapids, Waterloo and Ames. Des Moines, the founding location for the company, and the Cedar Rapids store have 14 service technicians, combined; Waterloo and Ames have four service technicians between the two stores. “I’m proud of our service departments and the people that work in them,” said Star Equipment’s accounting team (L-R) are Judy McCart, Robert Swingler, Josh Sprinkle, see page 12
Rick Rush, Ann Prymek, Cherish Graham and Brenda Hall.
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From all of us at Virnig V Manufacturing, con ngrats to Star Equipment on 50 years of business.. 7
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The Des Moines service team is Brett Bowman, Tim Hedden, Steve Torgerson, Kyle Gerke, Kenny Burkhalter, Rob Jorgenson and Karen Bauer.
Remington Lawyer is a third-generation family member and is the rental manager in Des Moines, Iowa.
Kevin Arens is Star Equipment’s marketing director in Des Moines, Iowa.
Gary Sebold (L), parts, rental and service of Star Equipment’s Waterloo, Iowa, facility, and Jeff Anderson, Star Equipment’s Des Moines, Iowa, rental coordinator.
The Des Moines parts crew: Manuel Canizales, Eric Erickson, Rod German, John Andreas and Mitch Stalker.
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Star Equipment is celebrating its 50th anniversary in 2018.
Brett Bowman, company Vice President in charge of service and another of Max and Bev Bowman’s sons. “Service is important for our customers to reduce downtime. To help reduce our customers’ downtime our technicians are continually trained on the latest updates and technological changes in the equipment we sell and rent.” Equipment repair has come a long way from the shade tree mechanic and now relies heavily on diagnostic tools. Not all problems are fixed in one of Star’s service bays. The Des Moines and Cedar Rapids each have two service trucks to roll out. Ames and Waterloo locations have one apiece. The mobile technicians take the fixes to the job site. from page 5
Nate Sizemore is Star Equipment’s Des Moines, Iowa, sales manager.
The Des Moines rental team consists of Tye Holst, Tristan McCollam, Jeff Anderson, Remington Lawyer, Jeff Bagley, Dustin Ward and Bill Pieper.
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Star Equipment’s facility in Ames, Iowa.
Star Equipment’s facility in Ames, Iowa. Ames is a college town — home to Iowa State, which ensures steady growth.
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Brad Bowman, another of Max and Bev Bowman’s sons, is Vice President and manages the Cedar Rapids branch and oversees operations at the Waterloo branch. Brad’s love of selling has allowed his branches to flourish. His branches are made up of a diverse customer base, which includes college towns (University of Iowa in Iowa City and UNI in Cedar Falls), industrial companies and manufacturers in Cedar Rapids and Waterloo, and all the other communities and businesses in Eastern Iowa. So at the 50-year mark, Star Equipment is a company well-positioned for growth and continuation. The future wasn’t as clear nor as rosy Mike Cooling works outside sales for Star Equipment. just a half-dozen years ago. Star and other construction and equipment industries struggled at that time to survive the recession that slugged them in 2008-09. It was a trying period that nevertheless produced, as trials frequently do, new business practices that strengthened the company. “Today, Star Equipment is 20 percent larger than pre-2008 recession,” stated Rick Rush, Star Equipment Controller. “Yet with all that growth, Star’s workforce only recently rose to its pre-2008 level of 86 people. “Technology is the difference. When we were coming out of the recession, we decided to invest heavily in electronic infrastructure,” Rick Rush said. “We have a complex system of servers and phones that tie all Scott Thompson is the branch manager of Star Equipment’s Ames, Iowa, facility. of our branches together, so we are able to assist customers in a timely and accurate manner. We have better tools like tablets, smart phones, and mobile computerization. Through that, we were able to grow and extend our company with less overhead.” “As we dug out of the hole during the recession, we also invested a significantly large amount of resources in our rental operation,” Brad Bowman said. “We concentrated on extending our rental market. We believe it will continue to grow as our customers continue to use our rentals to augment their equipment fleet.” He cited a typical contractor who used to have 10 skid steer loaders. see page 24
Jon Nedza is the assistant branch manager in Ames, Iowa.
15
Happy 50th Anniversary
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Congratulations on serving ourr industry for 50 years. 16
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"I'm proud of our service departments and the people that work in them." Brett Bowman
Tote Randall is the rental and parts specialist for Star Equipment in Ames, Iowa.
Working on a Arrow 1350 concrete breaker is Service Manager Stacy Warren in Ames, Iowa.
Jake Oleson is a rental and parts specialist in Ames, Iowa.
Tyler Boyd is Star Equipmentâ&#x20AC;&#x2122;s delivery driver in Ames, Iowa.
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from page 15
Now the contractor has half that many and when a project requires more, he rents them, expanding his fleet then shrinking it again at project’s end. “Prior to the recession, contractors sometimes bought equipment they didn’t really need,” he said. “Now they’re managing their equipment fleet and adapting to job requirements as needed.” In the end, whether a contractor buys or rents to complete a project, Star Equipment stands ready to provide them the right tools to make their job more efficient and profitable. “While our rental business is growing exponentially, our equipment sales continue to grow as well,” Brad said. James Jute of Star Equipment at the company’s Ames location. He believes rentals will remain a strong business component, particularly in urban areas. In rural growing division of Star, Bruce Bowman said, with their diverse parts of Iowa, where a customer might be 45 minutes to an hour and innovative line continuing to win new customers. GPS and away from an equipment rental location, owning a machine still machine control sales continue to be strong with second generation GPS and laser users engineering their own solutions. Not far is the right choice. Star’s IMT Dominator service truck bodies may be the fastest- behind truck bodies are sales of the various brands of compact
“That market continues to expand as the machines take on new attachments and tasks.” Bruce Bowman
Bobby Meller performs rental maintenance for Star Equipment in Ames, Iowa.
Coy Baker - Ames Branch Rental and Parts Support.
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equipment, particularly track loaders and mini-excavators. “That market continues to expand as the machines take on new attachments and tasks,” stated Bruce. What is starting to gain traction is the use of telematics to track the work life of the machines and diagnose mechanical problems when they arise. Bruce said only about 20 percent of
Star’s rental fleet is equipped with telematics. “It is coming a little slower to compact machines.,” he said. “The recurring monthly costs sometimes can seem excessive when compared to the cost of the total machine. As the cost of using telematics goes down, that will change.” Brett Bowman is impressed by the extent to which some manufacturers have invested in telematics. “Takeuchi, one of our manufacturers, is heavily invested in telematics with their Takeuchi Fleet Management (TFM) system being installed in all machines,” he said. “TFM can track hours and engine fault codes by the minute allowing us to remotely look at the machine prior to going on site to repair it. In some cases TFM notified us of an impending problem with a machine.” “The other major problem is finding people to work in the construction equipment industry. We have people in the service department with over 20 years of experience, but we need more people to keep up with our growth!” Attracting technician candidates through social media and online job listings is a staple recruitment method along with frequent visits to job fairs. Also, Brett has begun to target high
Star Equipment’s Cedar Rapids sales team consists of Dave Lanning, Robert Spencer, Mitch McDonough, Rick Brown and Brad Tholen.
Brad Bowman, vice president and Cedar Rapids branch manager.
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Starâ&#x20AC;&#x2122;s Cedar Rapids service pros are Adri Turner, Trevor Walt, Cody Butterfield, Steve Beane, Jon Holle, Jim Wright and John Eaker.
The Cedar Rapids Parts and Rental team are Lee Batcheller, Jason Hoyt, Nathan Bailey, Jonah Sherzer, Todd Yock, Matt Machacek and Kevin Cobb.
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Star Equipment’s branch.
Cedar
Rapids
school vocational classes. In the meantime, looking after the service techs already on board is a priority. “We try to take care of them,” he said. After all, Brett added, “We are always going to have equipment that needs to be repaired; if it’s mechanical, it’s going to break.” The third generation of the Bruce Catchpool, Waterloo Bowman family is now becoming branch manager. involved in the industry. Brad’s two children, Alyssa Donegan and Charlie Bowman, have worked at Star and while they have moved onto other businesses they still remain in the construction industry. Bruce’s stepson, Remington Lawyer, started working for Star part-time in high school and now is full-time managing the Des Moines rental department. Max Bowman, now 85, still drops in to check on things, according to his son, Bruce. “Max and Bev are doing great. I hope I can do as well at that age.” While the Bowman family is obviously proud of their business and the industry it serves, they are also quick to mention it would not be possible without their employees on the front line day in and day out. The Bowmans recognize all of the contributions and sacrifices
Chris Voelker, Cedar Rapids sales representative.
Alex Geving, Cedar Rapids sales representative.
their employees, both past and present, have made over the years, which has made our company what it is today. “This is still a people business. Customers and employees have grown up with us. Without them we wouldn’t have made it one year, let alone 50 years,” Bruce said. (This story also can be found on Construction Equipment Guide’s website at www.constructionequipmentguide.com.)
"At the end of the day all equipment dealers sell the same stuff, equipment! It's our people and the service they provide that separate us from our competition." Max Bowman
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"Our future, like our customer's, is all predicated on adapting and changing with the industry. We must continue to bring innovative and cutting-edge technology to meet our customer's needs." Brad Bowman Star Equipment’s Ryan Carrico, Gary Seybold, Bruce Catchpool and Lane Kannegieter, all of the company’s Waterloo branch.
Star Equipment’s Waterloo branch.
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Roger Bills and Max
Bowman. Star Equipmentâ&#x20AC;&#x2122;s Des Moines facility as it looked in the 1970s.
Star Equipmentâ&#x20AC;&#x2122;s window advertising in the 1960s.
Star Equipment in Des Moines in the late 1960s.
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Brett, Brad Bowman and Bruce Bowman.
THINK BIG AND BUILD FROM THERE
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Star Equipment overcame severe flooding in Des Moines in 1993.
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WE ARE PR ROUD TO BE AV VA ALUED SUPPLIER S OF STA TAR EQUIP PMENT, L LT TD.
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Topcon congratulates Star Equipment on 50 years of exceptional sales, service and customer support throughout Iowa. For 25 years, through tireless effort and knowledgeable staff, Star Equipment has proven an invaluable partner in placing Topcon positioning technology in the hands of Iowa contractors and on Iowa jobsites.
...from all of us at Topcon,
Congratulations and continued success!
www.topconpositioning.com
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MAN NITOU GROUUP CON NGRATULATES TES STA AR EQUIPMEENT ON N ARS E Y 0 5 Manitou Group congratulates Star Equipment on 50 years of business. We are proud d to par tner our Gehl, Mustang and Manitou product oduct lines with a Dealer who has provided excellen nt sales, servvice and rental throughout Iowa. Visit Sttar Equipmen nt and talk to their experienced team toda t y!
DES MOINES, IA 515-283-2215
AMES, IA 515-233-95500
WATERLOO, TERLOO IA 319-236-6830
CEDAR RAPIDS, IA 319-365-5139
Congratulations Star Equipment on your 50th Anniversary!
3&* "#* * 5 :
1-844-494-3363 | Sales@RoadWidenerLLC.com www.RoadWindnerLLC.com â&#x20AC;&#x153;More Flexible. More Portable. More Profitable.â&#x20AC;?
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Ma aking g Life Li fe G Grre reat ! e v i l C in
The bottom line. e Make your business great. great A successful bu usiness needs a sound credit program to meet shortt-term challenges and d long-term goals. We will work with w you to develop a credit program that iss individualized and innovative. We have a solution thatâ&#x20AC;&#x2122;ss right fo for you.
Great Western Bank B k would like to congratulate Star Equipme ent as they celebrate 50 years of business! Contact our team to learn h Grea how G t We Western t B Bankk can help Make Life fe Grea G t fo for you! Clive: 10101 University A Av ve. 515.223.1607 GreatWesternBank.com Š2018, Great Western Bank
Brad d Botos
Ron Degen
Group President G P id 515.619.5998
SSenior i Vi Vice President P id 515.440.8471
Brad.Botos@GreatWesternBank.com
Ron.Degen@GreatWesternBank.com
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STAR EQUIPMENT TEAM, CONGRATULATIONS ON 50 YEARS!
Husqvarna Construction Products is proud to be a part of your team and help you celebrate this occasion. From all of us, enjoy your 50th anniversary and here’s to continued success!
Copyright © 2018 Husqvarna AB (publ). All rights reserved. Husqvarna and other product and feature marks are trademarks of the Husqvarna Group as displayed at www.international.husqvarna.com We reserve the right to make changes in technology and specifications without prior notice.
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