James Auerbach is Vice President Event Segment & Rental Industry Workforce Development of the American Rental Association (ARA). Auerbach has spent 25 years serving in executive roles in special event and equipment rental, event production and within the hospitality industry. He understands the ins and outs of special event rentals for large- and small-scale events. Auerbach’s experience and leadership has given him unique insight into the event rental process. He applies this knowledge by leading member engagement and strategic program development for the event rental segment of ARA membership.