#166 - Jeff Crotto: Customer First Leadership in the Event Rental Industry - The Rental Journal Podcast

Recorded by Michael Larsen, this episode features Jeff Crotto, President of All About Events, whose journey from a 10 by 10 storage unit in Jacksonville, Florida to a 32,000 square foot operation with 45 team members is nothing short of remarkable.

Jeff shares how a deep commitment to customer service, people first leadership, and a willingness to say yes to opportunity shaped both his business and his career. From scaling through adversity including navigating the challenges of COVID to building a culture of service excellence that sets All About Events apart in the Florida market, Jeff reflects on the lessons learned, the risks taken, and the mindset shifts required to grow sustainably.

As current Chairman of the American Rental Association, Jeff also dives into his leadership journey within the association, from saying yes to his first volunteer role to helping lead major national decisions and mentoring the next generation of rental leaders. He shares how involvement in the ARA transformed not only his business but his life, creating lifelong friendships and opening doors that would never have existed otherwise.

In this episode we explore:

• The early days of entrepreneurship and taking the leap into business ownership
• Building a strong internal culture with a zero bad apple policy
• Why customer service remains the ultimate competitive advantage
• Navigating hurricanes in Florida and managing capital intensive growth
• Raising the bar in the wedding and corporate event market
• How rising expectations and social media continue to shape the future of event rentals
• The lessons Jeff would tell his 2010 self including buy nice or buy twice

With humour, humility, and insight, Jeff offers an honest look at leadership, resilience, and what it truly means to build a business around people.

This podcast episode was sponsored by Latner Software.

Have you been searching for a modern equipment rental software that is web based, helps streamline your processes and aids decision making with in-built reporting?

Learn about Latner Software
https://www.latnersoftware.com/latner-demo