Special Event Rentals

Dan Hooks, President and CEO, to become ARA’s 59th President

It is with great pride, that Party Reflections, Inc. announces the distinguished honor of Dan Hooks, President and CEO, becoming the American Rental Association’s 59th president. The American Rental Association is an international trade organization that provides support and leadership for the tool and event rental industry. Its membership includes over 10,500 rental operations and over 1,000 manufacturers and suppliers. The member companies reach all 50 states and 30 foreign countries.

Each year the ARA association holds a trade show that offers its members education, network opportunities and new products. Normally, that is the occasion where the gavel is passed to the new president and he/she assumes the role for the next year. This year the ARA Show was postponed due to the pandemic, but it has been rescheduled for Fall 2021. However, Dan will accept the gavel virtually in late February and begin leading the organization he has been a member of, and served, for over 35 years. This is a volunteer position so he will continue his role at Party Reflections, Inc. but serve in this capacity with ARA to further strengthen the rental industry and its member companies. Dan has served on the Executive Committee of the ARA Board of Directors for the last two years as well as the Party and Event Shared Interest Group Chair for the last 3 years. His role was to represent the party and event rental side of the association. During his service on the board, he was involved in the creation of the ARA Strategic Plan that will be key in moving the association forward into the next decade. Following his term as president, he will become chairman of the ARA Board of Directors for 2022.

A recent cover story on Dan was featured in the ARA Rental Management Magazine.  It covered his insight into the rental industry and operating a business during this critical time in history.  While nothing could have prepared business owners for what they have faced during the 2020 shutdowns and mandates, his experience navigating through the 9/11 terrorist attacks and the 2008 recession gave him a foundation with which to lead the organization successfully during this time. 

As a second-generation business owner, he also watched his father navigate this business through thick and thin times.  In the article, Dan recalls how he “may not have understood the reasoning at the time, but my father was determined to make sure I understood every facet of the business from the ground up.  He never believed in skipping steps along the path to success or promotion.”  Dan started working in the family business at age 14.  He worked his way up through high school and college and eventually became president of Party Reflections in 1995. 

The exponential growth the company has seen is due in large part to the opportunities Dan has seen and taken.  They have come with their share of risks, but the company has grown as well as the special events industry in all the markets we serve.