James Grasse, BHS 1967

James "Jim" Grasse, BHS 1967

January 4, 1949 - June 30, 2024

Lifelong Rental Industry Participant Jim Grasse Dies

July 7, 2024, Story and photo Michael Roth

Grasse was a regular participant in rental industry events, most recently as regional sales manager for Broce Brooms, and was regularly seen at the American Rental Association, California Rental Association and other shows.

Jim Grasse, a widely known figure who has worked in the rental industry in a variety of capacities, has died. According to his son, John, Grasse died from an aggressive form of dementia. He was 75 years old.

Grasse was a regular participant in rental industry events, most recently as regional sales manager for Broce Brooms, and was regularly seen at the American Rental Association, California Rental Association and other shows. Grasse’s father, Bill Grasse, was a co-founder of RER magazine and contributed a column, RenTopics, for more than 40 years, focusing on technical issues. Bill Grasse, who died in 2008, also played a major role in the expansion of Acme Rents, one of the rental industry’s earliest and fastest-growing consolidating rental companies.

Jim Grasse worked for several different rental companies and manufacturers, and played a leading role in the international growth of Caterpillar’s Cat Rental Stores in the position of Caterpillar global allied products program manager. Jim’s brother Larry, a decades-long veteran of the rental industry, was Western regional sales and new store opening manager for Volvo Rents, among other positions. His brother Ron also served in various capacities in the rental industry, including as CCE sales manager for Wagner Rents. His sister-in-law Vivian Grasse was regional safety manager for United Rentals, among other roles. Jim’s mother Ellie Grasse was also a goodwill ambassador for the rental industry.

Jim Grasse also worked as an executive with Acme Rents, Always Rentals and Volvo Rents. Grasse grew up and lived most of his life in Burbank, Calif.

 RER will share more information about Jim’s life, survivors, and funeral or celebration of life as it becomes available.