100 Years, Five Generations of Dedication In the late 1890s, J.M Scharber opened a general store that first established the family name in the Minnesota business world.
By Giles Lambertson CEG CORRESPONDENT
The Scharber family in Minnesota has been a John Deere dealer longer than Deere & Company has been making tractors. Think about that. One hundred years, that’s how long this dealership has been in business, a number as round as the zero-turn radius of a John Deere ZTrak mower. We’re talking ancient history. 100 BT. Before Tractors. Now part of a multi-dealership J.M. Scharber’s general merchandise and grocery store as it appeared in Rogers, group called Minnesota Equipment, Minn., in 1903. 2
Otto’s Red & White Store.
the family company still is thriving in 2016 and has positioned itself to plow ahead for another century. Asked to look a mere 25 years down the road, Mike Scharber, company President, said he sees the Rogers, Minnesota dealership still serving customers in 2041. “I would like to think so,” he said. “We have stores covering three quarters of the Twin Cities metro area, with room to grow. We have a lot of potential yet.” 1932 Chevrolet “Mobile Grocery Store” allowed Otto to travel the countryJohn M. Scharber was the founding The side selling groceries door to door. father of the family dealership when in 1916 he began to sell Deere plows and other implements from his general merchandise later, a steel-wheeled unit with a two-cylinder, and grocery business —Scharber’s General Store. The kerosene-fueled 12-hp engine and painted, of course, first Deere tractor was introduced a couple of years John Deere green. 3
Congratulation s on 100 Years!
ST. PAUL FARGO 651-484-3305 800-972-9250
SINCE 1963
www.truckutilities.com
PARTS: SERVICE
7:30 - MIDNIGHT
Congratulations on 100 Years! UTV
Power Brush 36
The Atlas Job Site Vehicle (JSV) isn't born for jaunting through the woods. It is designed, built and bred to get the job done. Hauling, towing, working, towing. The capacity and capabilities, power and performance are second to none.
The Ariens Power Brush Series features the same quality wheel drive system as the Ariens Sno-Thro; delivering multi-tasking performance to efficiently remove snow, slush or debris, clear decorative surfaces and even dethatch lawns.
When there is a paycheck at stake, professionals demand a vehicle that doesn't play around. Which is why we went to work to build a machine that works for you.
655 W. Ryan St., Brillion, WI 54110 • (920) 756-2141 4
5
An aerial photo of downtown Rogers, Minn., circa 1938.
Otto Scharber in the late 1930s feeding his flock of ducks.
Otto Scharber farming after hours. 6
(L-R): Otto Scharber, Alec Weber and Lenny Schlegel loading another tractor for delivery.
After 13 years, Scharber’s son, Otto, bought the business and renamed it Otto’s Red & White Store. In a nod to its potential as a family legacy business, the store eventually was renamed Otto J. Scharber & Sons. The community of Rogers at the time was in the midst of farming country, a farm town 20 miles northwest of metropolitan Minneapolis. The agricultural tractors and implements produced by John Deere helped Rogers and the rest of rural Minnesota begin the transition from traditional labor-intensive farming methods to mechanized agricultural systems. And the Scharber store grew right along with family involvement in it. Otto’s son Doug joined the enterprise in 1938. He oversaw the dealership’s product line expansion from the popular Model A and B tractors through the end of the “Johnny-Pop” era of two-cylinder engines and the introduction of conventional New Generation four- and six-cylinder engines. Lawn tractors were introduced to the lineup in 1963 and soon became a sales volume leader. The character of rural Rogers was evolving from agricultural to suburban. Doug Scharber, with the help of his three boys; Steve, Mark and Pat anticipated the demographic change and
Lenny Schlegel in that late 1930s fixing a lawn mower.
Lenny Schlegel is ready to help customers find exactly what they need as he mans the Scharber & Sons’ parts counter. 7
congratulations
LER LEROY, OY, MN 510 W M Main ain SStreet treet
PRESTON, PREST ON, MN Energy 1400 Ener gy Dr
Minnesota Equipment ON CELEBRATING 100 YEARS
507 324-5638 507 765-9871
Bauer B auer Built Tire Tire & Service Service Largest ag tir Largest tire e and rrim im rretailer etailer and wholesaler in the rregion egion and across across the M Midwest idwest with mor more e than 30 loca locations. tions. Complete line of tir Complete tires es ffor or loaders o loaders,, skid skid steers, steers, commercial commercial trucks, trucks, OTR, OTR, trailers, trailers, RV’s, RV’s, tr tractors, actors, ccombines, ombines, sk skid id st steers, eers, cars, cars, SUV’s, SUV’s, light light trucks, trucks, yard yard equipmentt and tr equipmen trailers. ailers. Built ar ound ser vicing vvehicles ehicles with common common maintenance maintenance needs like oil around servicing changes akes and alig nments. changes,, br brakes alignments. C ustom and specialt rims, wheel set-ups set-upss ffor Custom specialtyy rims, or o 20� 20�,�,, 22� 22�,�,, 30�� spr sprayers, ayers, ccombines ombines and tr actors. tractors. Supplier of all leading tir e br ands: tire brands:
bauerbuilt.com bauer built.com
WWW BER T I MA I T
8
JohnDeere.com
9
2011
equipment today is “a much smaller piece of the business. We have more part-time than full-time farmers now.” Hay balers and 240-hp 4WD tractors still are listed on the dealer website, but full-sized ag equipment is not a growth segment for the dealership. Deere construction equipment is a busier business segment, particularly compact machinery like skid steers and track loaders along with small excavators and compact wheel loaders. Metro-area construction activity pushes demand for this machinery as well as the needs of commercial customers and local governments, which employ the equipment in maintenance operations. In pure numbers of units sold, the residential division of Minnesota Equipment — that is, lawn-and-garden machines — constitutes 60 to 70 percent of business volume, according to Scharber. But in sales dollars, commercial and government buyers of bigger equipment are the biggest slice of business activity. It was eight years ago that, at Deere corporate’s urging,
(L-R): Doug, Steve, Mark and Pat Scharber see the showroom expand with the addition of lawn and garden equipment as they stand outside of the Scharber & Sons building in July of 1974.
diversified accordingly. By the early 1980s, for example, Scharber & Sons annually was selling 150 garden tractors and 25 ag tractors ranging up in size to the 150-hp 4450. In 1982, the booming dealership moved into a new sales-andservice facility on the edge of Interstate 94. Today, Minnesota Equipment still operates in Rogers from the I-94 property, but the mix of equipment sold and serviced there has changed. Mike Scharber said that ag 10
Main Street storefront of the Scharber & Sons dealership.
It’s a meeting across the family generations as (L-R) Otto, Doug, Steve and Mike Scharber, holding a mini John Deere tractor gather for a picture.
Doug Scharber takes calls in his office. 11
(L-R) are Zac, Andy, Bart, Jerry, Glenda, Marvin, Rob and Mark, all of the service department, Isanti, Minn.
(L-R) are Henry, Dan, Simi and Jack, all of the parts department, Isanti, Minn.
(L-R) are Jesse, Bob, Mark and Jim, all of the sales department, Isanti, Minn. 12
four John Deere dealerships in the area came together under the umbrella of MN Equipment Solutions. The Scharber dealership was the largest of the merged locations but the other dealers were firmly established, too. The four units included Scharber’s Rogers location and a branch in Long Lake, as well as Isanti County Equipment in Isanti, Suburban Lawn Center in Ham Lake. Then in 2009 the combined group purchased Weekend Freedom located in Savage to make it five locations At first, the five members of the consortium operated pretty much on the strength of their heritage brand names. The union of dealerships was more about back office efficiencies than public functions. In February of 2015, however, the merger became more of a reality and phones at each location began to be answered with a new and shorter name: “Minnesota Equipment.” “We now are a cohesive unit,” said Mike Scharber, with individual dealers leveraging the association so customers can benefit from the larger business unit’s logistical savings and
(L-R) are Jim, Kurt and Dan, all of the parts department, Ham Lake, Minn.
(L-R) are Bruce, Patty and Mike, all of the sales and administration department, Ham Lake, Minn.
(L-R) are Bill, Alex, Dan, Joel, Pat, Mike, Ernie and Lenny , all of the service department, Ham Lake, Minn. 13
Savage, Minn., employees (L-R) are Jayson, sales; Jonathan, store manager; Darryl, service administrator; Bruce, sales; Paul, service; Steve, service; and Ed, service administrator. On the loader bucket (L-R) are Ken, parts; Rodney, service; and Jerry, service.
Jonathan is the store manager of tbe Savage, Minn., location.
14
Doug (L) and Mike both of the sales department, Long Lake, Minn.
Jack (L) and Randy both of the parts department, Long Lake, Minn.
(L-R) are Tim, Terry, Chad, Mike and Jason, all of the service department, Long Lake, Minn. 15
Fits John Deere1 Series 1025R, 1026R, 1023E
CONGRATULATIONS
Minnesota Equipment on Your 100 Years of Serving the Agricultural and Commercial Markets Fits John Deere X700 Signature Series X710, X730, X734, X738, X739, X750, X754, X758
Cozy Cab is Proud to Have Been a Supplier of Cabs for the Past 50 Years
cozycab.com P.O. Box 70 | Litchfield, Minnesota 55355 | Toll Free: 800-CAB-LINE (800-222-5463) 16
CONGRA CONGRATULATIONS ATULA ATIONS TO TO SCHARBER AND SONS ON THEIR 100TH ANNIVERSARY! ANNIVERSARY!
CS-3 CS-310 Chain
M-2620 SRM-2620 mer
Dd/ ŝƐƚƌŝďƵƟŶŐ ǁŽƵůĚ ůŝŬĞ ƚŽ ŽŶŐƌĂƚƵůĂƚĞ HC-155 HC-155
PB-770 PB-770
Hedge TTrimmer rimmer
Backpack Blo
KŶ ϭϬϬ zĞĂƌƐ ŽĨ džĐĞůůĞŶĐĞ͊ FOR MORE PRODUCTS VISIT SIT WWW WWW.ECHO-USA.COM .ECHO-USA.COM
proudly congratulate
on 100 years of business! We are honored to work with you! An
Agency www.leefmurphy.com 651-644-7200 17
(L-R) are Eric, Mike, Dan, Mark, Doug and Mitch, all of the sales department, Rogers, Minn.
Kevin (L) and John, both of the sales department, Rogers, Minn.
(L-R) are Deann, Myra, Scott, Trent and Wendy, all of the administration and marketing departments, Rogers, Minn. (Sue not pictured ) 18
(L-R) are Jake, Josh, Troy, Reid, Jason, Chris, Todd, Mike, Pat, Tyler, Mark, Dana and Danny, all of the service department, Rogers, Minn. Not pictured are Randy, Gary and Glenn.
(L-R) are Larry, Drew, Phil, Joe, Bruce, Russ and Mike, all of the parts department, Rogers, Minn. 19
Rogers dealership include a flexible inventory. For examfull line of Stihl handheld ple, in 2015, numerous “Change is never easy, but when products and trailers. model changes were introThe recession and postduced by Deere. Because of you look back on the changes that recession years that coincidthe merger, the associated dealers were able to move the have happened over the years, they ed with the merger may have been a factor in the new and older model invenhave all worked out for the best. dealerships consummating tory among the five locations the deal relatively slowly. to best match customers and Mike Wrobel The dealers had other things equipment. to think about. Scharber said The core of the Minnesota Equipment product line is Deere machinery, large and small. his dealership responded to the recession by tightening its Whether it is traditional green and yellow Ag and residential operating procedures, such as reducing upfront expenditures equipment or the entirely yellow iron of Deere construction, and leaving open positions unfilled. “The recession prothe Moline, Illinois manufactured machinery forms the duced some challenges at first. But over time, the downturn backbone of the dealership. But other complementary and created smart growth in our dealership as we managed quality brands are found in the showrooms and equipment inventory and expenses.” Being smart in the 21st century, said Scharber, means facyards. “John Deere has the largest breadth of products and we ing the challenge of new technology and a glut of consumer have focused on it, along with Toro and Ariens-Gravely,” information. “We’re just another industry experiencing rapid said Scharber. That trio of companies cuts a wide swath change in technology in our products. Consumers are more through the equipment industry from tractors to lawn-mow- informed, so we really must have trained staff to talk intelliers to snowblowers. Auxiliary products in the lineup of the gently about the equipment. Our employees need to be 20
“Merging our companies back in 2008 was a difficult decision, but it was clearly the right decision to make at the time. Mike Bell
trained in depth on a very wide array of products in order to give the proper direction to the consumer that has already extensively researched the products online.” The company president said the swift changes in product technology mean that dealerships need to cultivate and maintain strong relationships with manufacturers to keep abreast of fast-breaking developments in machinery. “You have to be ready for change,” he said. “You have to be a good partner with your manufacturers and participate in all the training.” Scharber sees new waves of technical change continuing to roll out, including fleet-management tools like telematics and mobile apps. “There is a lot of new technology coming out of the large agriculture equipment sector and it’s just a matter of time before some of the technology moves down into smaller equipment.” Other challenges are old hat by comparison, such as balancing the busy spring and fall seasons of the upper Midwest with the summer doldrums and winter blahs of the business. The latter seasonal slowdown has been mitigated somewhat by the renting of small tractors and compact loaders for snow-plowing and removal. Yet another constant business challenge — having a product on hand when a customer asks for it — has been met more easily as a result of the merger: The five dealerships are becoming proficient at swapping equipment to meet local demand. Scharber said his dealership also is working closely with vendors to have more inventory delivered during winter months so that it is ready to rent or sell in the spring. “We are in a world in which a customer makes a buying decision and they want the equipment immediately to put it to work, he said. “We are working a lot on establishing short lead times in equipment delivery.” The payoff for the dealership having paid attention to change and handled its economic challenges in a “smart” way is a 45 percent growth in business volume since 2008.
Mike Scharber was asked if such business expansion leads inevitably to expanding the company presence across Minnesota to other regions. “I don’t know that we would ever do that,” he said. “It would take us away from our focus. It would mean wholesale business change because we would have to move into larger ag equipment. Our neighboring dealer groups are already doing that and we would be the small duck in the pond.” The company has sufficient challenges to meet where it is. “We have to continue to differentiate ourselves in the marketplace,” the company president said. “We have a 100-year heritage as a company, a century of experience and knowledge and of service to customers. That is our brand and we have to draw on that.” The 44-year-old Mike Scharber and another grandson of Doug’s, Dan Scharber — who is the company’s secretary-treasurer — are co-owners of Minnesota Equipment and represent the fifth generation. The next generation is 21
Rahn Industries, Inc. Congratulates Minnesota Equipment on 100 Years of Quality Service
Thank you Minnesota Equipment and Congratulations on your 100th Anniversary!
The Rahn GL650 Infield Groomer levels uneven playing fields, helping to prevent ridge buildup while creating a safer, more consistent infield. The Rahn Infield Groomer also fills small holes and low spots, eliminating areas where water accumulates from rain and irrigation. The Rahn triple-row broom is perfect for finishing the playing surface and can be stored upright for easy transport. The Rahn Infield Groomer also works as an efficient dethatching tool and prepares outfield grass for overseeding.
Suppliers of quality Petroleum products for over 80 years.
The two-way leveling system provides both a lock and float position to match infield conditions.
Diesel Fuels - Gasolines Heating Oils - Lubricating Oils Rahn Industries Inc. 1-800-298-1707
Call: (763) 755-4930
represented by Mike’s 3 children and Dan’s 5 who, Scharber in a mixed metaphor, says “a few of them are just getting their feet wet mowing the lawn and cleaning tractors.” So a sixth generation of Scharber leadership of the John Deere dealerships isn’t happening this year or next. In the interim, it is steady as she goes for current leadership. “There always is going to be a need for the equipment,” Mike Scharber said. “It may not be the same as today. Autonomous mowing may be coming. We may not be riding mowers one of these days. But there always will be demand for equipment that makes customers more productive, adds value to their situation and gives them a better operating experience.” The key, he says, is for the company to be there for those customers. “The Twin Cities and the Midwest is a brandloyal area. If you can build relationships and take care of your customers, your business will grow. Minnesota Equipment is focused on offering the best equipment to our customers and to have them benefit from our heritage of 100 years of successful customer relationships.” (This story also can be found on Construction Equipment Guide’s website at www.constructionequipmentguide.com.) CEG
BUILT TO RESTORE
ORDER When winter strikes, BOSS answers with the tools, technologies and services you need to restore order, including plows for trucks, ATVs, UTVs, box plows, and both tailgate and V-Box spreaders. So when Mother Nature is at her worst, you can rest assured BOSS will always be there to BACK YOU UP.
Plow shown with optional equipment. ©2015 BOSS Products. All Rights Reserved. The “f” logo is a registered trademark/service mark of Facebook, Inc. The Twitter bird is a registered trademark/service mark of Twitter, Inc. The YouTube and Google+ logos are registered trademarks/service marks of Google Inc. The “in” logo is a registered service mark of LinkedIn Corporation. The Instagram logo is a registered trademark/service mark of Instagram, LLC. The Blogger logo is a registered service mark of Google Inc. All other trademarks belong to BOSS Snowplow.
Congratulations on 100 Years of Serving the Agricultural and Construction Markets!
52248 Ember Road Lake Crystal, MN 56055
1130 73rd Ave. NE Fridley, MN 55432
800-722-0588
800-795-1280
www.rahngroomer.com
22
23