The American Rental Association (ARA), Moline, Ill., the leading trade group for the equipment rental industry, has forged a new alliance with True Value Co., Chicago, to expand rental services and member benefits to all of the hardware cooperative’s retailers who offer rental services through their local stores or stand-alone rental businesses.

The relationship strengthens already strong ties between the two organizations. True Value has been a general corporate member of ARA since 1984 and many of its retailers and suppliers hold their own memberships. In addition to providing True Value retailers with access to an expanded portfolio of best-in-class equipment suppliers, education, information, risk management and government affairs programs, the new alliance combines the resources of both organizations’ respective trade show capabilities under the banner of ARA’s annual convention and trade show, The Rental Show, already the largest and most comprehensive industry event of its kind.

“Providing competitive, top-quality rental equipment and services is a critically important part of how our retailers serve their communities,” said Michelle Henebry Finnigan, director of True Value’s rental and Maintenance Repair & Operations businesses. “In an economy that has customers watching every penny, rental provides an increasingly popular solution for getting a job done right or hosting a big event without having to lay out the cash for new equipment.”

Effective July 1, ARA will extend member benefits to all True Value rental program participants: Grand Rental Station, Taylor Rental and Party Central rental franchises, and Just Ask Rental and Rental Center licensed program retailers. In addition to ARA membership, True Value rental retailers will receive member-preferred pricing to The Rental Show in Las Vegas, Feb. 27-March 2, 2011.

“This cooperative working relationship of ARA and True Value brings benefit to members of both organizations. We look forward to the opportunities created by our joint efforts,” said Christine Wehrman, ARA’s executive vice president and CEO. “We couldn’t be more pleased to welcome our new members and add their participation to the association’s representation of the equipment rental industry.”