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MONDAY, MAY 24, 2021

Please note:  All session times are in Pacific Standard Time


During this time, there are no rental specific topics. Browse more than 30 in-depth, educational sessions – each with practical takeaways and ideas to keep you, your team, and your dealership moving forward. Sessions cover topics in Canada, Leadership, Management, Product Support, and Technology.  

Browse Monday Education Sessions


Work in Process: Taming the Beast
George Russell | Machinery Advisors Consortium 

After all these years, why are we still talking about WIP? Most dealers have hundreds of thousands of dollars tied up in work in process. Attend this session and learn the steps that other dealers have taken to close work orders in hours and days instead of weeks and months. This session will discuss specific steps that you can take to tame your WIP beast and free up your cash. 

Browse Monday Education Sessions

About George Russell:
George Russell started with International Harvester in 1975 and left CNH Industrial in 2006 as VP, Case CE Europe to start working directly with dealers. He leads 5 on-going Case, Case IH, Mixed Brands Ag and Toyota Materials Handling Best Practice dealer groups, as well as leading workshops for OEMs and AED programs with titles like “Branch Management,” “Parts & Service Profitability,” “Service & Parts Performance Dealer Groups,” and  “Financial Leadership and Growth.” He writes a regular dealer business improvement column for Farm Equipment magazine, and co-authors the annual ‘Big Dealer’ report for Ag Equipment Intelligence as part of his focus on growing & consolidating dealerships.  He is a founding member of Machinery Advisors Consortium.


GENERAL SESSION | 3:00 – 4:00 PM
Will You Manage the Change COVID-19 is Causing Or Will Those Changes Manage You? 
Shawn Rhodes | Shoshin Consulting

In the world of heavy equipment, the best plans may not always work out as planned. To address the constant challenge of adapting to COVID and its effects on our companies and teams, TEDx speaker and nationally syndicated columnist Shawn Rhodes will share how the best teams and organizations pivot to leverage change when it occurs, built engaging cultures and ensured the experience of our senior leaders doesn’t leave when they do.

About Shawn Rhodes:
Shawn Rhodes leveraged his former life as a war correspondent to become an international expert in how the best teams pivot when change enters their plans. He's a Tampa-based TEDx speaker and his work studying teams in more than two dozen countries - some the most dangerous places on the planet - has been published in news outlets around the world including TIME, CNN, NBC, Forbes, the Wall Street Journal and INC. His clients have included Deloitte, ConAgra, Coca-Cola and dozens of similar businesses. Shawn is also a nationally-syndicated columnist with the Business Journals and author of the new book "Pivot Point: Turn On A Dime Without Sacrificing Results.

TUESDAY, MAY 25, 2021

Please note:  All session times are in Pacific Standard Time


8:30 am General Programming 

  • National Anthems (Canada then US) Video/Music 
  • President & CEO Welcome – Brian McGuire 
  • Presentation of P.E. MacAllister Democracy Award 
  • Presentation of Morton R. Hunter, Sr. Distinguished Industry/Association Contribution Award 
  • Chairman Welcome – Ron Barlet, Bejac Corporation  
  • Presentation of The Chairman’s Award 

9:00 am OEM Panel sponsored by e-Emphasys 


  • Doug Hundt – President, Industrial – Vermeer Corporation 
  • Jason Daly – Global Director, Marketing & Support – John Deere Construction and Forestry 
  • Stephen Roy – President – Volvo Construction Equipment North America 
  • Kristin Girard – Distribution Director – West and Canada — Caterpillar Inc. 
  • Mike Ballweber – President – Doosan Bobcat NA 
  • Tim Tripas – VP & GM, CE Division – Komatsu America Corporation 

Sponsored by e-Emphasys

Your Rental Department Needs to Grow Up!
Larry Kaye | Script International 

According to the recent AED Cost of Doing Business Report, nearly 75% of dealers derive less than 10% of their revenues from Rent-to-Rent activity. Of the 75%, nearly half derive no revenues from Rent-to- Rent activities. Most of these dealers do however rent “inventory” machines managed by the sales department. Over time, this group of machines can morph into millions of dollars that is not being managed wisely. This session will focus on the WHY, WHEN and HOW dealers should segregate rental activity from the sales department. Proper management alignment within the organization along with accurate accounting details for rental revenues and expenses will give you the confidence for further investment and fleet growth. Are you in the 75%? Then don’t miss this session! 

Browse Tuesday Education Sessions

About Larry Kaye: 
Larry’s industry experience began in the mid-1970s in a family-owned contractor rental business located in Jacksonville, Florida. That business grew to be one of the “Top 50” rental companies in the US (RER Magazine 1988) and was acquired in 1989 by a consolidator that eventually became Rental Service Corporation. After a brief non-compete period, Kaye started another rental company from scratch that was acquired by United Rentals in 1999. 

Benchmarking Rental for Performance Management
Dick Stewart | Stewart Consulting 

The success of the people leading the rental operations of the business depends on a strong strategy. Do they have a strategy? Do they know what the rest of the industry is doing? In this session, we’re not talking anecdotes, we’re revealing hard research on common practices currently utilized by dealers in their rental strategies, business models, and operation and their correlation to rental profitability.   

This session addresses the findings of AED’s first rental study. It is a broad review of strategic choices for rental and business model elections for both rent-to-sell and rent-to-rent models that can be made. The emphasis of this session is on the common practices of operating a rental line of business and includes key operating roles, inbound and outbound processes, and management of utilization.   

From this session, attendees can expect to gather information that will enable them to benchmark their rental business to common practices revealed through the array of one-on-one dealer interviews that were conducted during this research so rental leaders can gain the confidence they need to know how the rest of the industry is navigating the growing world of rental. 

Browse Tuesday Education Sessions

About Dick Stewart: 
Dick is a veteran of the professional services sector with his career spent at Grant Thornton LLP and SAP. As a partner at Grant Thornton, Dick interacted with dozens of enterprises including independent equipment dealers. That experience feed his interest in why some companies do well and some do not, even though in the same industry. As a SVP and General Manager at SAP Dick engaged in leading edge technology issues and the reasons why the promise of technology often did not live up to its promise. At both Grant Thornton and SAP Dick held management and leadership positions that allowed him to work on the businesses in addition to in them. 


Please note:  All session times are in Pacific Standard Time

GENERAL SESSION 8:30 – 10:00 AM  

8:30 AM  

  • The AED Foundation Chairman Welcome – Jeffrey Scott, Intermountain Bobcat 
  • Chairman’s Inaugural Ceremony 
  • Presentation of Paul D. (Bud) Hermann Emerging Leaders Award 

9:00 AM What Lies Ahead: The Industry’s Economic Projections 

Moderated by Eli Lustgarten, ESL Consultants 


  • J. Brian Henderson, CFA – CIO, BOK Financial Corporation 
  • Christian Lawrence – Senior Cross-Asset Strategist, Rabobank 
  • Connor Lokar – Economist, ITR Economics 


EDUCATION SESSION | 1:30 – 2:45 pm
Strategies to Improve Your GPMs When Selling Rental Machines
Larry Kaye | Script International

According to the AED Cost of Doing Business Report, during the last five years the GPM between new and used machine sales is less than 1%. This should not be the case; used machine sales should be much more profitable than new. Most dealers are getting the bulk of their used machines from their own rental fleet. Done correctly, dealers can “engineer” used machine inventory to satisfy local demand and provide a targeted GPM that rewards the dealership for the risk associated with growing the used inventory. 

 This session will discuss the key elements in growing the used machines, the timing of the roll-out, and the accounting details necessary to properly reflect the GPM. We will work through four different rollout scenarios using various conditions that give insight into depreciation strategy, roll-out timing, and machine utilization. Attend this session for an insightful look at how you might improve your GPM on used machines. Don’t leak profits internally and don’t leave money on the table! 

Browse Wednesday Education Sessions


EDUCATION SESSION | 3:15 – 4:30 pm
Buying, Selling, and Leasing Equipment in the COVID Environment
James R. Waite, Esq. | James Waite Law  

In this session, attorney and author James R. Waite will explore how the landscape of how we do business as dealerships and rental operations have changed. The session will explore best practices and how to legally protect yourself and your business against potential lawsuits due to COVID, and discuss how these impact your distributor, sales, and rental agreements. 

Browse Wednesday Education Sessions

About James R. Waite, Esq. James R. Waite, Esq.:
James is a corporate and transactional attorney with over 25 years of experience in buying, selling and leasing businesses, equipment, aircraft and real estate. Mr. Waite has served as CEO of ICC, USA, CFO of Dental Planet, COO of, and General Counsel for RentX Industries, Inc.

A Conversation with Paul Ryan Presented by DLL

  • 7:45 pm Inaugural Speech – Craig Drury, Vermeer Canada
  • 7:55 pm Sponsor Comments & Introduction of Paul Ryan
  • 8:00 pm A Conversation with Paul Ryan moderated by Brian McGuire

Attendees can expect to hear from the former Speaker on Wednesday evening as a part of the conclusion of the event. As has been the tradition in year’s past, Speaker Ryan will be joined on stage by AED President and CEO Brian P. McGuire for questions and discussion upon completion of the events closing dinner.

About Paul Ryan:
Paul Ryan earned a degree in economics and political science from Miami University in Ohio before beginning his political career as a young congressman of 28 when first elected in 1998 to represent Wisconsin’s First Congressional District.

In Congress, Ryan served as chairman of the House Budget Committee, where he proposed a plan to balance the federal budget and pay off the national debt. Later, as chairman of the House Ways and Means Committee, he spearheaded efforts to simplify the tax code, protect health care choices, advance free trade and strengthen the economy.

After an unsuccessful vice presidential run with Governor Mitt Romney in 2012, Ryan continued to lead efforts in Congress to rebuild our national defense, expand domestic energy production, combat the opioid epidemic, reform our criminal justice system and promote economic opportunity.



Download The 2021 AED Summit App

The 2021 AED Summit app is home to all things Summit. Users can find upcoming sessions, educational tracks, speakers, attendees, and much more! Download to make your virtual experience that much better! You will be able to save education sessions to your schedule and receive essential Summit updates. You will also be able to download presentations on the app. Download now the App Store and Google Play Store.

Sponsored by e-Emphasys


Please note that if you choose to change your virtual registration to an in-person registration, you can do so at any time; simply reach out to an AED staff member at to notify them.

Reserve Your Room Block

We recommend for in-person attendees to arrive on Sunday, May 23, to enhance their Summit experience and access all the programming.

Stay within the Exclusive AED Room – Discounted Room Rates End 5/7/2021

Reserve your rooms from Sunday, May 23 – Thursday, May 27

Hotel Information:
The Mirage Hotel
3400 S Las Vegas Blvd
Las Vegas, NV 89109

Reserve at

Please be aware some third-party travel companies may attempt to solicit you regarding housing for the 2021 AED Summit. Although these companies represent themselves as the “official” housing source, they are not authorized by AED and may provide false information regarding the availability of rooms at the conference hotel.


Refunds will be permitted until 72 hours before the event. In the event Summit 2021 is canceled for reasons due to COVID-19, the attendee will have the option to roll over registration to next year or have it fully refunded.

Do you still have questions? For any additional Summit information, please reach out to an AED staff member at

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