Tracey Road Equipment 35th Anniversary

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Tracey Road Equipment 35th Anniversary

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Page 1: Tracey Road Equipment 35th Anniversary
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CONGRATULATIONS!Happy 35th Anniversary Tracey Road Equipment

Congratulations Tracey Road Equipment on 35 years of operation from your friends at Terex Roadbuilding and Terex Construction. We look forward to another 35 years of success.

of success.

Terex Roadbuilding Oklahoma City, OK/ Terex Construction Southhaven, MS © 2011 Terex Corporation. Terex is a registered trademark in the U.S. and many other countries.

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Congratulations Tracey Road Equipmenton your 35th Anniversary

Congratulations Congratulations Congratulations Trace cey Road E

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With established businesses, it is sometimes tempting to becomesatisfied with a certain level of success. These companies conductbusiness much as they always had, not adapting to new technologiesor change. Tracey Road Equipment is not one of those companies,however — it is by recasting and with an eagerness to invite changethat Jerry Tracey credits his success. Tracey Road Equipment is cele-brating 35 years of business, enjoyed throughout many economiccycles — both robust and poor.

The company, with five full service facilities across New YorkState, has grown from a small enterprise that was first concerned withmounting snowplows in the snow belt to become a multi-media, full-service one-stop-shop dealership for heavy equipment and Class A-trucks.

“Before I started Tracey Road Equipment I was a salesman for theJ.C. George Equipment Company, a long-established equipment com-pany,” said Jerry Tracey, founder and president. “In 1975, J.C. Georgewent bankrupt, and I was out of work. So I started a new company(then called D.W. Clark Road Equipment) with a partner.”

Within three years’ time, Jerry had bought his partner out. Thename changed to reflect his ownership.

Now, after nearly four decades in business, Jerry and his closestpartner, his wife Debbie, are joined by their two daughters, a son-in-law, Debbie’s sister and brother-in-law as well as approximately 220

Tracey Road EquipmentWorking Hard and Smart for 35 Years

Tracey Road Equipment’s facility in Albany, N.Y.

Tracey Road Equipment’s Henrietta, N.Y., facility. Tracey Road Equipment’s Binghamton, N.Y., facility.

Tracey Road Equipment’s Truck Center facility in Syracuse, N.Y.

Tracey Road Equipment’s headquarters in Syracuse, N.Y.

Tracey Road Equipment’s Watertown, N.Y., branch.

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employees in five locations across New York State in Syracuse,Albany, Binghamton, Rochester and Watertown.

“With full service facilities in five different geographic centers, wecan pretty much take care of any situation in a big hurry. And not justa quick fix, something they can live with for a long time,” said Jerry.

“Family members and I include our employees as our extendedfamily, are part of our achievement. We are all in this together. Weshare our strengths,” he said.

Jerry looks back fondly on the early days but also reflects on theever-changing landscape that is the construction and transportationindustry.

“I started with a handful of manufacturers in 1976, includingBadger, Frinks Snowplows, Hiway salt spreaders, Catch BasinCleaners and Mobile Street Sweepers, Etnyre F.W.D all wheel drivetrucks and Heil Bodies. We are alive and well, but most of those man-ufacturers are now gone.”

Early on, he said he hired older sales people — or Legends — ashe calls them today, many of whom have since passed away, includ-ing George Carr, Jimmy Costello and Jack Hockman, all whom Jerrycredits for Tracey Road Equipment’s early success.

Joel Chesley, the vice president and controller, who shows up everymorning, has been with him from the very beginning. “He was myfirst employee when I went on my own,” Jerry said.

An OriginalJoel Chesley, controller, joined Jerry and Debbie when there were

just 15 people on board. Jerry calls Joel his “first” employee. They

(L-R, back row): Raj Julka, Mark Bartlett and Jerry Tracey. (L-R), front row): Christine Julka, Nathan Julka (in lap), Sam Bartlett, Jennifer Bartlett,Debbie Tracey and Jake Bartlett.

This specially detailed Kobelco SK350 was the focal point of theKobelco display at the 2011 ConExpo in Las Vegas.

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met through Jimmy Costello, a salesperson with C.C.O. equipment anda mutual friend. “We started small, installing snowplows and representing a couple of

equipment lines with rollers and some excavators,” Chesley said. Healways knew in his heart that this was just a start up to the plans that Jerryanticipated, but selling snowplows in Upstate New York, famous for itssnow cover, seemed to him to be a good business model. “It looked likea steady client base to me,” he added.His previous position was controller at C.C.O. a heavy equipment

company. Things have changed dramatically since that time when itcomes to borrowing money.“Not as easy as it used to be,” Chesley said. “Heavy equipment costs

a lot of money. More often we find ourselves renting equipment with theunderstanding that the customer will probably use that rental agreementas a down payment to buy.” As controller he certainly knows where the customer base is coming

from. “All locations are full-service construction equipment and truck cen-

ters. Binghamton, Syracuse and Watertown are evenly split between cus-tomers going for trucks and heavy equipment. In Syracuse, we do mostof the installations for municipal work.”

Planning Ahead — and Looking BackWhat does Jerry remember about his start up venture 35 busy years

ago? “First of all, the economy was very rough,” he said. “There was fuel

rationing. Then in 1980 when I bought out C.C.O. [another heavy-equip-ment dealer], interest rates went up to 22 percent. We were paying twoto three percent above prime. We’ve seen it all in the heavy equipmentbusiness, but this recession is the worst one yet.”The purchase of C.C.O. Equipment, as well as different product lines,

placed Tracey Road Equipment as a major hub in Syracuse, with 84,000-square-feet of space under one roof and three additional buildings on thecompound for the truck center and body shop, all on 35 acres.Chesley remembers the move up. “We started off on East Brighton Avenue in Syracuse. Buying C.C.O.

gave Tracey Road the current headquarters, which we have probablyquadrupled in size.” Tracey Road Equipment carries a full line of heavy and light con-

struction equipment — for sale, lease or rent — including front-endloaders, backhoes, skid steer loaders, dozers, track or rubber-tire excava-tors, paving and compaction equipment, scrap, demolition or materialhandling, mowers, street sweepers, snowplows, fork lifts, catch basincleaners, trailers, pavers, buckets for a variety of purposes, attachmentsand much more. “The fact that we sell both heavy equipment as well as medium and

heavy duty trucks makes this a unique business in several differentways,” said Dick Ridings, construction sales manager.Tracey Road Equipment has taken on a number of new product lines

since Ridings joined the company four years ago. These includeDoppstadt, Terex Road Building Products, Takeuchi, Sennebogen,LaBounty and Sakai.Ridings said Tracey Road Equipment people are well respected in the

business because the company gives its employees — including at least20 outside sales representatives assigned to construction equipmentalone — intense training sessions devoted to supporting the piece ofequipment with a focus on productivity, equipment safety and recom-mended maintenance for longevity after the sale.

The Syracuse, N.Y., yard is the busy hub for distributing the hundredsof pieces of equipment in Tracey Road Equipment’s rental, new andused equipment fleet.

Tracey Road Equipment’s showroom at its Syracuse headquartersholds a massive selection of lubricants, accessories, parts and supplies.

This Wal-Mart truck receives its finishing touches before it is returnedto the retailer giant.

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“Supporting our equipment after the sale — that’s what we are allabout,” said Ridings.

Tracey believes technology is essential for all diagnostics with today’smachinery.

“When you look at our markets, you see that public and private sec-tor customers are about equal in volume,” said Ridings. “We alwayshave equipment and financing that is used on all of the public and pri-vate brands in the construction spectrum. On the public side, our cus-tomers are taxpayer funded so they are very careful about how theyinvest in equipment.”

Tracey Road Equipment offers them solutions, including renting forshort-term use. Municipalities are a business just like everybody else.Sometimes it’s easier for a highway superintendent to ask for five-yearpayment terms rather than a large amount all at once.

Helping Customers Get the Machine They Need

Wheel loaders are an example of a machine that can be very special-ized, depending on the jobs they serve.

“Our customers in scrap always have solid tires,” Ridings said. “Andtires are not the only aspect of what makes the scrap industry profession-al a different kind of customer for us. Another great customer baseincludes highway workers who do chip sealing on roads. We understandhow it works and why people seal roads the way they do today.”

Whether it’s earthmoving, paving, grinding and shredding or trommelscreen production, it’s all very different turf with different equipmentneeds. Providing equipment to clean out catch basins is yet another areaof Tracey Road Equipment expertise in a specialized equipment market.

Most material and equipment travels on trailers, and trailers of vary-ing sizes, shapes, options, and price ranges are sold and rented in all fivelocations. Tracey Road Equipment’s trailer inventory encompasses threemajor, American-made manufacturers: Etnyre, Rogers and Interstate. Aswith so many things in this industry, there is almost no limit on the num-ber of bells and whistles a customer can have on a custom-built trailer.

Depending on whether it’s an equipment trailer or a material handlingtrailer, Tracey Road Equipment creates them for customers in the rangeof 25-tons to 150-tons in weight. Prices can go from $15,000 to$150,000 with lots of top-end, really exotic pieces like multi-axles andstringers attached.

There are many different deck sizes, goose neck axles, plenty of

options with dump trailers, flat bottom floor trailers, and live bottomtrailers with a moving, conveyor-like platform.

Everything that moves will wear out with use. That’s why TraceyRoad Equipment has parts and service covered in every location. “Wehave good customers in Pennsylvania and Vermont in addition toupstate,” said Ridings.

Serving Watertown and the MilitaryTracey Road Equipment’s Watertown facility works a lot with the

U.S. military, especially serving the needs of nearby Fort Drum. JoeNatali manages the Watertown store.

“Fort Drum made this place grow,” said Natali. “Fort Drum is evengetting its own exit off Route 81.”

The creation of Fort Drum, on which thousands of trickle down jobsin the area depend, was the largest peacetime expenditure in the historyof the county. The four-season weather makes it a prime training site forothers including National Guard troops.

“Fort Drum has significantly assisted the growth of our business,” he

If it’s parts you need, Tracey Road Equipment has all the bases cov-ered.

Tracey Road Equipment’s parts department offers a large parts inven-tory that will keep any equipment or trucks sold by the company run-ning smoothly.

Tracey Road Equipment’s highly qualified service department sched-ules repairs or maintenance with an eye on getting customers up andrunning as fast as possible.

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DoppstadtUS is proud of our partnership with Tracey Road Equipment. Congratulations

on your 35th anniversary, and wishing you continued success for many years more.

Congratulations on 35 Years of Success!





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• Industry-Leading Cycle Times

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Congratulations Tracey RoadEquipment for 35 Years of

Service to the Industry

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said. “In the future, I expect our relationship with the military to contin-ue. The government may cut back on some military spending, but every-thing breaks down and the infrastructure to a place like this one will con-tinue to need to be fixed and upgraded.”

Tracey Road Equipment originally serviced this area, which includesthe Oswego county line to the Canadian border and over to Plattsburgh,as its original territory as D.W. Clark out of Syracuse. Tracey RoadEquipment opened its Watertown branch in 1996.

With six bays, parts and service and approximately 18 full-time peo-ple, the Watertown store also focuses on contractors doing bridge work,scrap yards opening up in the area, and many assignments from munic-ipalities for construction equipment, snow trucks and dump trucks.Natali said trucks are a big part of what the company does because truck-ing is still a healthy industry in this area due to to milk haulers and largefarms.

“We can finance anything on the truck side and on the constructionside. Small contractors from Canada will also come over to buy. So youcould call us global,” he said.

Hitching a Ride on the Marcellus Shale Boom

“I’d say 95 percent of the direction of this company comes from Jerryand his ability to see into the future,” said Art Ospelt, manager of theBinghamton location. He’s been with Jerry for 28 years.

“The Binghamton facility which I run, is larger than all of TraceyRoad Equipment was when I started with the company,” he said.

In Binghamton, Ospelt manages 28 full-time employees, 12 servicebays, among other duties. He anticipates good things in the future due inpart to his facility’s proximity to Pennsylvania.

“We hired people from that area to cover it so that we can reach thebenefits of the energy harvesting being done there,” he said, referring tothe booming Marcellus shale business.

Green technology also is the wave of the future, according to Ospelt.“Anything green — green energy, green manufacturing and green build-ing. The future is going to be with new technologies coming along.”

Despite fierce competition for the heavy equipment business, Ospeltsaid his company’s strength comes from the fact that, “Nobody doeswhat we do. Jerry’s theory back then and now is to truly be a one-stopshop. We have a broad line of equipment, attachments, trucks, rentals,road mechanics, in-house service, financing plans, and insurance andwarranties. That’s a real plus when customers don’t have to shop aroundfor each part of the puzzle.”

“Our rental fleet alone is worth millions. There are lots of businessesthat aren’t that big.”

Everything Under One Roof — in Five LocationsDoug Paul, the company’s municipal truck manager, has been work-

ing for the company for 16 years, joining Tracey Road Equipment aftergraduating with a degree in management from the Rochester Institute ofTechnology, or RIT.

“With training and constant hands-on in the many market niches weserve, Tracey Road Equipment people are recognized for being bothlong-term with the company, and completely engrossed in the heavy

Chris Nielsen is Tracey Road Equipment’s truck service manager.

Bill Allman is the general warranty manager.

Tom Santaferra is the core manager in Syracuse, N.Y.

Dick Ridings, (R), construction equipment sales manager, discusses thisyear’s Takeuchi order with Chuck Hussey, regional business manager ofTakeuchi.

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equipment industry. They live their work,” he said.“What we offer, that nobody else has, is everything under one roof in

five locations across the state. When towns and villages buy a truck fromus, we mount their snow moving equipment, build the dump bodies totheir specs, create spreader bodies just the way they want them andmore. Plus, we can fix it, if the machinery does get in an accident. Thecustomer isn’t just buying a piece of heavy equipment from us; they arebuying the dealership as well.

“Being able to fix it, that’s a big plus for highway superintendents

who can’t afford to have equipment down,” said Paul.Tracey Road Equipment’s sales team is fully trained and educated on

the products they represent and highway people appreciate that skill.Patience also is a virtue when ordering a Class-A truck. The time it takesto actually deliver a new municipal truck to the town or village’s high-way barn is often close to a year. Each truck is different.

“From the time of the initial sales call until the customer has a driverup into the seat of the truck could be a year based on the lead time,” saidPaul. Mounting and installing any additional equipment could takeanother 30 days. “There are literally 150 to 240 different options you canchoose from when ordering a Class-A truck from us,” he said.”

Paul added that paint color, including logos on the doors and some-times even pin striping on municipal trucks is one way of appreciatinghow much time drivers spend in their vehicles, and how much pride theytake in the equipment.

If he notices any trends in his area of expertise it is municipal leasing.“That is much stronger than when I first started 16 years ago with TraceyRoad Equipment,” he said.

The company also offers parts and service for everything it sells.Meanwhile, the Tracey Truck Center has Freightliners, Sterling,

Western Star and Oshkosh in stock, both new and used. Beyond meet-ing various customers’ wants and needs, the Tracey installation and fab-rication experts can build a vehicle, from the chassis up, to match themost exacting parameters.

Other Innovations“There’s no other dealership like us. That’s the only way to begin

telling our story,” said Jerry. In fact, one look at the Tracey Road Equipment Web page — — demonstrates the way the company hasembraced technology and social networking which has helped to ener-gize its marketing strategy. The company publishes its own blog called,“This Week’s Dirt” (, which includesannouncements for special events, such as Woodsman’s Field Days atthe Boonville Oneida County Fairgrounds, tow shows or other relevantcontent associated within the industries that Tracey Road Equipmentoperates.

A truck and heavy equipment dealer isn’t necessarily the first type ofcompany people look to have a strong online presence. But, with an esti-mated 80 percent of the U.S. population turning to the Internet for infor-mation, every business can benefit from having a well-designed webpage and strong social media footprint. Tracey Road Equipment is build-ing its online social media presence as a way to improve customer rela-tions and keep interest in its services and equipment offerings strong.

Joel Chesley is Tracey Road Equipment’s controller and vice president.

Ray Clark is the service manager in Watertown, N.Y.

Dave White is the equipment sales coordinator at Tracey RoadEquipment’s Syracuse headquarters.

Joe Natali is Tracey Road Equipment’s Watertown, N.Y., branch man-ager.

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We Have An Attachment For That...Doesn’t matter if you need to dig, move, scrape, compact, sweep, rake or drill, Paladin Construction Group has a performance-driven attachment to help you get the job done right the first time, every time.

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& Tracey Road Equipment


370,000 lb. D Series electric drive barge-unloader eliminates 100% of diesel costs, engine service downtime, engine service parts, exhaust emissions and Tier 4 concerns

Leading Through Innovation

Congratulations to Tracey Road Equipment

Erich Sennebogen, Owner and Managing DirectorSENNEBOGEN Maschinenfabrik GmbH

Constantino Lannes, President, SENNEBOGEN LLC

35 Years of Excellence and Still GrowingSENNEBOGEN is proud of it close and long-standing relationship with Tracey Road Equipment.

As one family owned company to another, we welcome this opportunity together with their many customers in scrap handling and recycling, port facilities, demolition, forestry, roadbuilding, construction and trucking to wish the Tracey Road Equipment family continued health and prosperity long into the future.

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Tracey Road Equipment has a Facebook Page to post light-heartednon-sales information (; it keeps cur-rent with posts on Twitter (@traceyroad); posts videos of equipment inaction for customers to view on YouTube(; and is involved on Foursquare(, where it offers specials forcustomers who check-in; and Linkedin( Everyoneis invited to tweet their comments or post on the company’s Facebookpage. The company recently introduced a new incentive, which is a first in

the industry. The company’s Tracey Road Equipment Rewards Program offers loyal customers a chance to earndiscounts on future equipment or truck purchases and service visits forbeing a loyal customer. The program gives customers a total of 6 percentback, split equally into two separate accounts, which can be used on afuture visit to one of Tracey Road Equipment’s five locations acrossUpstate New York.“The customer is given a Future Service and Future Purchase

Account where 3 percent of each dollar spent by a customer in the serv-ice department or from the purchase of over-the-counter parts is credit-ed to each account for future use. The customer actually earns dollars,not points, and can redeem this for a reduction off a future serviceinvoice or a future purchase of equipment or trucks at any of our loca-tions,” explained Tracey. “It’s one small way we can thank our cus-tomers in choosing to work with us as a trusted business partner. Weknow they have many choices when it comes to a customers’ equipmentand trucking needs and want to make sure that we are letting them knowthat we appreciate their business.”Being a visionary, Jerry has a keen understanding of the benefits tech-

nology can offer business. When e-Emphasys introduced eXtend, latestbusiness management solution designed specifically for equipment deal-ers and rental companies, Tracey Road was an early adopter when therest of the industry was still on legacy systems. Jerry’s vision and passion for technology has a ripple effect through

the organization. So when the eXtend solution was introduced, everyoneat Tracey Road leveraged it to its highest potential, providing neweropportunities to serve customers better and provides for efficiencyimprovements. “Tracey Road and e-Emphasys share a common culture of continu-

ous innovation and focus on the needs of the customer,” said Shriram

Overhead view of Tracey Road Equipment’s service facility in Syracuse, N.Y. It is among the largest in the state.

Jeff DeLosh is the parts manager in Watertown, N.Y.

In Henrietta, N.Y., Kathy Fedison (L) is the office manager and KimSaylor is a sales representative.

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Rajagopal, Director of Product Development for e-Emphasys. “I havepersonally been a witness to the kind of efforts and the passion, andenthusiasm that is exhibited in anything that Tracey Road does, whetherit is heavy equipment, insurance or software and technology. Jerry andhis team diligently and patiently helped us understand every criticalaspect of the dealership and rental industry. The extraordinary efforts putby the Tracey Road team in providing us with this precious knowledgeand their unconditional support inspired us through the evolution of theproduct. This passion continues even today as we continue to leveragethe feedback provided by Tracey Road and our other equipment andrental accounts.”

“Tracey Road has been a pioneer in embracing emerging technolo-gies. We are extremely fortunate to be associated with such a customerfocused organization. Jerry is a role model for us in our endeavors”, saidMilind Bagade, CEO of e-Emphasys.

Where to Find the MoneyPeggy Kip, Debbie Tracey’s sister and finance manager for the truck

side of Tracey Road, described a recent trip she took looking at collegesin Philadelphia for one of her kids. “It’s kind of a thing we do when wetravel. We look for vehicles on the road from the large number of fleetswe service. In this business it’s easy to become absorbed,” she said.

Peggy has now been with the company for 20 years.As a college student she worked for Jerry and Debbie part time count-

ing parts. Peggy said she left a job she liked as a paralegal in Syracusebecause Jerry and Debbie valued her knowledge of working with con-tracts and her ease of working with numbers. She added, “I think theyalso thought it would be a good challenge for me. It gave me a chanceto do everything.”

Peggy describes Jerry as being “pretty resilient.” “He has become more sophisticated and diversified over the years in

the marketplaces he represents and supports,” she said. “Key to a lot ofour business is the parts and service we offer. Our reputation stands foritself. Plus, people know we are family run and very hands on with ourcustomers. Everything we do is built on relationships. We have lots ofreturn customers and now even second generation customers who firstcame with their parents when they were kids.”

“Buying a $125,000 vehicle is not a frivolous purchase,” she said.“There has to be some trust developed. Plus building a truck is like build-ing a house — you have to have the right specs. We need to know howwe are going to put this truck together so that it runs for you every day Kevin Ransom is the service manager in Henrietta, N.Y.

A Freightliner truck is in the process of repairs at Tracey Road Equipment’s headquarters in Syracuse.

The Tracey Road Equipment parts department in Henrietta, N.Y., isstocked with well trained representatives and a multi-million dollarinventory of parts.

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Congratulations to Tracey Road Equipment

on Your 35th Anniversary

6803 Manlius Center Rd.East Syracuse, NY 13057

(315) 437-1471Toll Free: (800) 872-2390

6060 Butternut Drive Ext.East Syracuse, NY 13057

(315) 437-3900

115 Railroad Ave., PO Box 5306Albany, NY 12205-0306

(518) 438-1100Toll free: (866) 740-8853

1523 Route 11 NorthKirkwood, NY 13795(607) 775-5010

Toll free: (800) 370-9488

300 Middle RoadHenrietta, NY 14467(585) 334-5120

Toll free: (866) 950-6210

19598 Cady RoadAdams Center, NY 13606

(315) 788-0200Toll free: (888) 335-0200

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doing the job it was designed to do.”She said some new customers are ordering a truck because they just

got their first big contract. Others have been renting and are now readyto buy.

“Maybe initially they bought a good used truck from us, but theinvestment for parts and service is significant so they are going for a newvehicle for their second truck.”

While money is tight, Peggy said she sees some improvement in thepast six to eight months.

“Our brand partner has always been Daimler Financial Service. Atthis point I see loans getting back to being a little easier to make. We arelooking to customers with business experience and a good credit rating.A lot of our customers for Class A trucks and heavy equipment are self-employed business people whose truck is their livelihood. They may bemilk haulers, working for utilities, stone and quarry, recycling (withhacker/packer bodies), compacting, doing scrap, hauling wood, or

paving. We do a lot of customization.”Daimler also offers a “nice avenue” for municipalities instead of

bonding their money. She explained, “Lenders can be very flexible.Municipalities can make payments the year following the purchasewhen they have budgeted the money while using the bond for capitalimprovements instead.”

She said the financial services people like to work with people whohave paid their bills, even if they made interest-only payments for thelast six months. They also can arrange skip payments for people in a sea-sonal business such as landscaping and paving.

Tracey Road Equipment’s three primary truck manufacturers andmajor partners are Freightliner,Western Star and Oshkosh but we sellused trucks at all five locations includes products by many other manu-facturers like International, Volvo and Kenworth — all vehicles, whichcan be serviced at Tracey Road.

The company also has a full service, standalone, body, collision andpaint shop where customers get exactly what they want on their vehicle.She said, “We sit down with them and make sure everything is orderedexactly how the customers want their trucks painted. It is more than avehicle; it is a moving marketing piece as well.”

“Everything we do here is helping our customers build their busi-ness,” she said.

That one-stop service concept sets Tracey Road Equipment apartfrom its competitors, said Christine Julka, Jerry Tracey’s daughter andcompany marketing manager.

“Our clients don’t have to leave and take care of certain parts of atransaction somewhere else,” she said. In addition to selling, leasing andrenting equipment, the company also offers financing and insuranceservices necessary to complete a financial transaction to its customers, aswell as warranty and extended warranty assistance, parts and repair serv-ices.

To help make financing easier to obtain, the company offers insuranceservices in house; many times, financing terms cannot be finalized untilthe prospective buyer has insurance coverage in place. Having insuranceservices available means the customers don’t have to coordinate withdifferent providers outside the Tracey Road Equipment building, mak-ing for a more convenient buying experience.

A truck receives service in Albany, N.Y.

Parts Manager Jim Chamberlin (R) leads a team of well staffed, facto-ry-trained parts specialists in Albany, N.Y.

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Embracing ChangeJerry Tracey admits that while his body might be seasoned by years

of hard work, his mind is still very much caught up in the spirit of the1970s when risk taking and change promised to make the world a betterplace. A Vietnam veteran who served in the Air Force for four years, hesaid, “I’ve always been for change. I embrace it.”

Even though he never left his hometown of Cicero, he credits the spir-it of revolution that fueled the 1970s in this country as being responsiblefor his desire to make his mark in this world.

“The 1970s were what was happening. It was the revolution in thiscountry,” he said. “That’s how I got to be where I am today. I don’t thinkI could duplicate that energy today. We were free spirited and trulybelieved that your dream could be whatever you wanted it to be. Youcould have a vision and fulfill it.”

For his wife, Debbie, who was 21 when they started the business, itmeant managing the enterprise while raising two daughters.

“We didn’t come from money or anything,” she said. “We knew if wewanted to be successful we were going to have to work hard. It’s hard tolook back and remember that it was a big risk financially and emotion-ally.”

They had to mortgage their house in order to launch Tracey RoadEquipment. She credits her husband with being a hard worker. “We bothhave been in this together from the start and I’m very proud of what wehave done,” she said.

Tracey Road Equipment is family based. The managers are veryapproachable and close with both employees and customers.

“We are all so involved,” said Debbie. “If you want to own your ownbusiness, you have to work 24/7, but the rewards are also great.Everyone here knows we have a reputation for excellent, knowledgeablecustomer service to build upon. It’s all very hands on.”

Debbie is the vice president of Tracey Road Equipment and alsoaccepts the responsibility for the oversight of the company’s accountsreceivables and payroll departments.

“I feel fortunate to work with such great and openly honest people.They are not afraid to share with us when things are difficult. With atti-tudes like that, difficult or uneasy situations, like slower payments, havebeen easier for us to deal with in an appropriate manner, even in hardtimes,” she said.

Being in a snow belt might mean an emergency call on ChristmasDay, but everybody at the Tracey family gathering knows the customers’needs come first. Dedication is how they grew the company.

“One of our daughters was born on Christmas Day, so it’s a doublewhammy when it happens. It’s not uncommon. We all know what toexpect,” said Debbie.

“Even our vacations, when the children were younger, were basedaround business. We’d have meetings in certain parts of the county. Wetook the children, and that was our family vacation,” she added.

Turning Scrap Metal Into Coin of the Realm

Talk about embracing change is easier to understand when comparedwith what happened to the scrap industry a few years ago. “Scrap — thatreally helped us out,” said Jerry.

Though it’s often considered by the public to be waste material, scraphas significant monetary value. The scrap industry processes recyclablematerial into raw material feedstock for industrial manufacturing aroundthe world — more than $10 billion worth of scrap metal a year. Scrapgoes into 60 percent of all metals and alloys produced in America.

Tracey Road Equipment’s repair facility in Albany. N.Y.

No matter which part of New York State customers do business in, Tracey Road Equipment has a service and repair facility to help them get backup and running. Shown here is the company’s garage in Henrietta, N.Y.

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Page 21: Tracey Road Equipment 35th Anniversary


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Equipment on Their35th Anniversary

Page 22: Tracey Road Equipment 35th Anniversary


Kawasaki Congratulates Kawasaki Congratulates Kawasaki Congratulates Tracey Road Equipment on Tracey Road Equipment on Tracey Road Equipment on their 35th Anniversarytheir 35th Anniversarytheir 35th Anniversary

Kennesaw, Georgia 30144770-499-7000 | Fax:

MAIN OFFICE: 6803 Manlius Center Road, East Syracuse, NY 13057With Branches in Albany, Binghamton, Rochester and WatertownSales-Rentals-Service-Parts (315) 437-1471or toll free (800) 872-2390

“The Best in the Business”


Tracey Road Equipment

on Your 35th Anniversary!

Page 23: Tracey Road Equipment 35th Anniversary


Congratulations to Tracey Road Equipment for 35 years in business. We wish you continued success in the coming years.

Main O�ce:6803 Manlius Center Rd.East Syracuse, NY 13057(315) 437-1471 FAX (315) 437-4041

Albany O�ce: 115 Railroad Ave.Albany, NY 12205(518) 438-1100 FAX (518) 438-4430

Binghamton O�ce:1523 Route 11 NorthKirkwood, NY 13795(607) 775-5010 FAX (607) 775-5104

Rochester O�ce:300 Middle RoadHenrietta, NY 14467(585) 334-5120 FAX (585) 334-5127

Watertown O�ce: 19598 Cady RoadAdams Center, NY 13606(315) 788-0200 FAX (315) 788-3006

Tracey Road Locations:



Page 24: Tracey Road Equipment 35th Anniversary


“When the scrap business took off, we had the number one line forequipment needed,” he said. Again his 1970s sensibilities, in addition tohis business acumen, is reinforced by positive social values, becausescrap recycling helps reduce greenhouse gas emissions and conservesenergy and natural resources, including energy and water.

The company’s versatility also is evident in its ability to address thetruck market while new technologies, especially new emission con-trolled devices, are changing customers’ attitudes toward buying newtrucks.

“With the environmental laws changing, there is a certain burdenapplied by the new laws. That’s why the trucking industry dried up in2008, way before construction did,” Jerry said.

Customers were skeptical about any new system, especially ones hecalled “untested,” that also added another $10,000 to $12,000 to thesticker price.

Explaining the confluence of the marketplace in a nutshell he said,“The truck industry was booming in 2006 and 2007 because buyersknew new emission regulations were on their way.”

“Fortunately, today, we are seeing better reliability in new trucks, andthe fuel economy is much improved. When the new emissions standardscame out, Freightliner made a substantial investment, as did a whole lot

A service technician works to get a customer up and running in Albany,N.Y.

Keith McGovern is a truck and equipment sales representative inAlbany, N.Y.

(L-R): Bob King, expediter; Sheila Barnes, service writer; and GregHansen, technician, all of Tracey Road Equipment’s Albany, N.Y.,branch.

The parts and service department staff in Binghamton, N.Y., stand ready to assist customers.

Page 25: Tracey Road Equipment 35th Anniversary


of dealers, including us, to support that goal. Customers in the new prod-uct are a working testimonial. They are very happy with the choice theymade,” he said.

Like Father, Like DaughtersThere are fathers of daughters who don’t treat the daughters as sons,

but they do treat them as equals. Jennifer Tracey Bartlett, the director ofhuman resources of the company, was about a year old when her parentsembarked upon this journey. In the early days, even when her father wasconstantly on the road, she said he always remained focused on familypriorities first.As human resources director she thinks the employees benefit from

the family-centered values, saying, “Plenty of them, if they have a per-sonal issue, will go right to my dad, even though I’m HR.” “My parents are really involved, which is why people in hiring inter-

views tell me they want to work here.” A mother of two boys, Samuel, 7, and Jacob, 4, and wife to Mark

Bartlett, who also is dedicated to a family business of more than twodozen franchise restaurants, Jennifer remembers being dressed andready to go to the office early Saturday mornings with her dad at age 5. “I couldn’t wait to get to where he worked. Every Saturday I’d be

Tracey Road Equipment’s shop and service facility in Binghamton, N.Y. Tracey Road Equipment’s parts counter and showroom in Henrietta,N.Y.

Tracey Road Equipment’s showroom in Albany, N.Y.

At Tracey Road Equipment’s Albany, N.Y., branch, the sales staff (L-R) includes Keith McGovern, Paul Krufchinsky, Don Rickard and Peter Fletcher.

Page 26: Tracey Road Equipment 35th Anniversary




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CongratuationsTracey Road Equipmenton your 35th anniversary

E. D. ETNYRE & CO. Oregon, Illinois 61061

Phone: 815/732-2116 • Fax: Sales 815-732-7400• email: [email protected] •

E. D. ETNYRE & CO. isproud of our association withTracey Road Equipment.Whenever you needBituminous Distributors,ChipSpreaders, StreetFlushers, or Heavy DutyTrailers choose Etnyreand Tracey for provendependability.

Page 27: Tracey Road Equipment 35th Anniversary


Congratulations to

Tracey Road Equipment on 35

years of service to the industry

Broce Manufacturing Company, Inc.205 East Main Street • Norman, OK 73069

Page 28: Tracey Road Equipment 35th Anniversary


dressed and ready to go by 6 a.m.,” she recalled. Among the many fas-cinations for her was a manual typewriter in a corner of the office thatshe used to create things like imaginary bills of sale. The machinery partsof the building were off limits without her dad, and the one time shesnuck out there she got hurt and still has a visible scar. In spite of Jennifer’s interest in the family business, including attend-

ing heavy equipment auctions with her dad, her parents encouraged bothher and her sister, Christine, to leave home after graduating from collegeso they could learn more about the larger world of opportunities.Jennifer earned a political science degree from the University of

Rochester and then landed a job with a representative on Capitol Hill inWashington, D.C. Marketing work with Price Waterhouse in New YorkCity followed. In her early 20s she returned to Syracuse, meeting herfuture husband in the parking lot of a restaurant. She said the way theymet is a family joke. He thought his car was stolen so he was distracted,and she found his lack of attention to her absorbing. When she decided to join Tracey Road Equipment she sought out

some higher level courses in human resources to see if she was a goodfit for the job requirements in an intense family atmosphere of some 200to 250 people. Her father is still the person she talks to every morning even though

they work together. “He always wants to know what’s going on and how things we talked

about the day before turned out.”Of his three grandsons, all are named to honor their grandfather.

Second-born daughter Christine (Chrissy) Julka and her husband Rajhave nine-month-old Nathan Gerald. Like sister Jennifer, Christine grewup in the business. Growing up around the family business meant playing “Hide and

Seek” in the office and being entertained by employees who are still withthe company. As she matured, real work began with filing assignments.She worked in accounting while she was in college.A degree from Villanova University was followed by an MBA from

Drexel University prepared her for work in the finance industry, whichtook her to Philadelphia, followed by time in Boston where she workedwith her husband selling financial services and insurance.“We were doing pretty well, but my dad approached us,” she said.

“He said he was missing an opportunity with his customers by not offer-ing insurance. So we came back and addressed the need for insurance

programs dedicated to the construction industry.” “It’s a small, specialized market. There are not that many insurance

carriers.”Under the name ADI Insurance Agency, Christine and Raj offer sev-

eral programs to both Tracey Road Equipment customers and other deal-ers and manufacturers across the country. One program allows dealers tooffer a loss damage waiver to customers who come in to rent equipment.They also offer other customized and branded programs which aredesigned to help dealers or manufacturers increase market share like anautomated Customer Loyalty “Rewards” Program as well as an extend-ed service contract and point-of-sale physical damage programs.“Raj and I are also working with Tracey Road Equipment by taking

on the marketing responsibilities for the company. You’ve got to followthe trends; we are both big believers in the power of new technology andthe emergence of social media.”That means the company is staying abreast of e-commerce trends,

offering online applications for employment and financing. The compa-ny website includes downloadable information pamphlets and specsheets for the full line of its equipment offerings, and offers contactforms for customers to send specific questions on equipment, sales orservices. Social media is about raising a company’s profile amongst its cus-

tomers and increasing loyalty by engaging the customer base, whilereaching out to new clients. With that in mind, the company worked onits search engine profile, ranking high on Google searches, and has pres-ences on various interactive social media platforms including Facebookand Twitter. The company blog and weekly newsletter, gathering safetyinformation, outside reviews of products, and equipment applications forcustomers and readers, is also intended to enhance audience engage-ment. Capitalizing off the multi-media capabilities of the Internet, the Web

site also offers videos of equipment offerings in action. All of this information is not intended to replace the customer service

experience; rather it is intended to enrich the Tracey Road Equipmentreputation for excellence. The more information available, the moreinformed decisions the customer can make, Christine said.Is she surprised at how her family business has grown? Not at all. “I definitely expect to see it keep on growing,” she said. “I see bigger

things in the future. It’s very exciting to be part of the family and the

Art Ospelt is Tracey Road Equipment’s branch manager inBinghamton, N.Y.

Nicholas Skiba (L) and Rich Furman, both of the truck service depart-ment in Binghamton, N.Y.

Page 29: Tracey Road Equipment 35th Anniversary


business.” Tracey Road Equipment is an unusual combination in the working

world — they are a working family. Raj Julka began doing odd jobs forthe company, including detailing used vehicles when he was 17 yearsold.

“I could do wonders with a power washer,” he said. “I buffed thetrucks and cleaned out the inside so that it looked brand new when some-one hopped into the cab.”

He recalls what it was like dating one of Jerry Tracey’s daughters.“He was very protective ofhis daughters,” Julka said.“You definitely got the feel-ing he was intimidating, asany teenage boy would.”

He continued to workpart time at Tracey RoadEquipment while studyingbusiness at Ithaca College.Raj and Christine married in2005.

“Jerry had talked toChrissy about moving backhome and he finally con-vinced her.”

He is proud of the value-added service they createdfor Tracey Road Equipment customers and others located across theUnited States.

“We work with manufacturers, lenders and distributors in heavyequipment, including agricultural markets, to help them develop rev-enue-generating programs and at the same time protect their customerswith custom designed programs,” he said.

One example of an ongoing relationship is a global equipment man-ufacturer who uses Advantage Dealer Insurance for its customers’extended service contracts.

Julka also is responsible for marketing Tracey Road Equipment, espe-cially through social networks, including the Web. He said it gives theman opportunity to review information that Tracey Road Equipmentthinks it needs in order to make an informed decision.

“People know that when they buy a piece of equipment from us itdoesn’t end there. It’s just the beginning. There is a lot of follow up afterthe sale to be sure the customer’s expectations have been met, or evensurpassed.”

Julka and Chrissy have worked together for about 15 years now. Hesaid they do it pretty well, largely because of the example set by Jerryand Debbie.

As for the baby’s influence, “He is an unbelievable blessing. Havingthe baby gives us even more reasons to work hard, every day.”

Then, Now and Beyond“This is a person-driven business,” said Jerry Tracy. “Bricks and mor-

tar — the Internet and all that is great, but knowing what the customer’sproblems are remains themost important thing weown as a company everysingle day.”

“We can solve some-thing that’s a problem forthem with the right piece ofequipment and the rightservice. This is also a crazyworld when you look athow prices have changedsince we began. What wasonce an $18,000 skid steeris now over $50,000. Andthat increase has to bepassed on for the service thecustomer requires. There’s a

ripple effect that eventually touches many people.”Jerry doesn’t beat around the bush. “Our future is based entirely on

being able to hire the brightest assets that we can attract. That’s the dif-ference between a good company and a great company. We are knownfor having great people.”

While there is no lack of job applicants, Jerry said, “Everybody istrained from the ground up by us. People with intelligence and good atti-tudes make our best employees. I sit on the board of directors for theAssociated Equipment Dealers (AED), so we use lots of training provid-ed by AED for the entire scope of our organization including HR andfinance. Manufacturers also are key for on-site tutorials on how to max-imize the effectiveness of their equipment.”

Jerry, who embraces technology, still likes nothing better than a good,strong handshake. Because he knows that his grip comes from customerknowledge and an appreciation for the customer’s needs and resources.There is no other way to do business — thirty-five years ago, today, ormany years in the future. CEG

Tracey Road Equipment’s showroom in Binghamton, N.Y.

John Schoeck is a product support representative based out ofSyracuse.

Marty West is the office sales manager in Syracuse.

Page 30: Tracey Road Equipment 35th Anniversary


Get Tough.Get Tough.THE ALL-NEW WESTERN STAR 4700

Now available at

Tracey Road Equipment6803 Manlius Center RoadEast Syracuse, NY 13057(315) 437-1471 or (800)

Page 31: Tracey Road Equipment 35th Anniversary


© 2011 CNH America LLC. All rights reserved. New Holland is a trademark of CNH America LLC.

reserved. LLC. All rights 2011 CNH America ©

ering equipment offfering equipment solutions,Construction Holland w Ne

of CNH America trademark New Holland is a reserved. visit

quality parentals,, quality par r solutions, , rcongratulates y oudlprConstruction

LLC.of CNH America

.vicet serts and exper quality parEquipment Road y raceTTracecongratulates

successof ears y35 on


• Excellent flotation

• Highest horsepower in it’s class

• 36” track shoes with a 6-way,power angle tilt blade

• Semi-U blade: 5.6 yd3 (4.28 m3)

• Straight blade: 4.0 yd3 (3.05 m3)

• 6-Way blade: 4.2 yd3 (3.2m3)

• Modular construction

• Conventional drive

• Fuel efficient Cummins 4.7 ltrengine

• Powerful 2-speed geared steering

• Single lever for steering, controlling transmission up anddown shifting & forward/reverseselection

• Minimal computerization

• Easy to work on and service

Congratulations Tracey Road Equipment on 35 years of service

Page 32: Tracey Road Equipment 35th Anniversary