During his 26-plus years spent as an employee of AEM, Al Cervero has worked tirelessly to push the association and the industry forward, as well as serve as a catalyst for driving innovation and providing value for AEM members. And for anyone that knows him, it comes as no surprise that he has played an instrumental role in so many accomplishments achieved, initiatives launched and milestones reached by the association over the last quarter century.
Whether it’s been through establishing AEM’s China office, launching the International Association Committee (IAC), advancing the efforts of AEM’s Futures Council or serving as the creative lead for the AEM Annual Conference, he’s made an indelible mark on the association, its staff and the equipment manufacturing industry.
Now, as his retirement draws near, AEM caught up with Cervero to discuss his earliest years with the association, his proudest accomplishments, what he’ll miss most about AEM and more.
AEM: How did you get started with AEM? What was your role when you started with the association?
Cervero: I joined AEM in the middle of 1995, back when it was the Construction Industry Manufacturers Association (CIMA). When I came aboard, it was pretty common for someone with an industry background to join the organization. And the best way I can describe my role when it started is “everything.” I was tasked with leading statistics, the Product Safety Seminar and Liability Seminar, along with the parts and services seminars and marketing seminars we held regularly. Standards were also a big thing for CIMA, so one of the first things we worked on was mounted breakers standard power rating.
So much of what we did at CIMA back then we still do at AEM today. It was just structured a little differently. (Former AEM President) Dennis Slater was tasked with being in charge of trade shows, Bill Peterson worked out of Washington, DC handling advocacy work, and then me handling – as I mentioned – basically everything else.
Al 2AEM: You mentioned so much of the work CIMA did back then AEM still does today. That’s very true, but so much has happened at AEM and across the equipment manufacturing industry during your time here. What events or notable initiatives stand out to you in thinking back on your time with the association?
Cervero: It’s important to remember I was an industry guy before coming aboard. I was a member. At various points, I served on the Membership Committee and the Exhibitor Committee. I was also part of the Power Crane and Shovel Association, which was a part of CIMA. And to me, right from day one, my time here was all about collaboration. People at AEM are fond of saying we’re about building momentum. But building momentum, whether it’s at AEM or anywhere else, can only be accomplished through collaboration.
When I think specifically about what’s been accomplished during my time with the association, I think of the work we did to bring aboard the Vibrating Screen Association, the Trench Shoring and Shielding Association, and the Saw Manufacturers Institute. Because looking back, I recognize all of it was done to provide value and drive efficiency for the membership and the industry. And it was a lot of fun! Then of course, what also stands out is when CIMA merged with Equipment Manufacturers Institute (EMI) to become AEM in 2002.
Ultimately, when I think back on all AEM has accomplished in support of our members and our industry, and all the collaboration that takes place as part of the work we do, it just strikes me as being incredibly unique and impactful.
AEM: What is your proudest achievement or accomplishment?
Cervero: Three things, above all others, come to mind. The Construction Hall of Fame was started in 1993 by a construction equipment magazine, and it just wasn’t sustainable by one magazine. Eventually, I said it was wrong that the industry didn’t have a way to showcase its leaders. It was around the time we were also leveraging CONEXPO-CON/AGG to put on a series of construction challenges. At our peak in 2011, we had 50-something teams and somewhere in the range of 8,000 kids around the country to be one of what I think was 25 teams that came out to CONEXPO-CON/AGG in Las Vegas to compete. It was during that time we really started to see the value in acquiring the Hall of Fame and putting it under AEM. Ultimately, we wanted something we could point to and tell young people like those who competed at CONEXPO-CON/AGG, “Hey, you see what all of those people did. You, too, can get there someday.”
Al 3I also can’t forget working with our member leadership group and contractors to finalize an 18-point telematics standard.
The third thing I’m most proud of is still in the works – our two-sided e-marketplace for the sale and purchase of construction and utility equipment parts. To me, the fact the construction industry will come together in an ecommerce way – and to provide end users efficiency and keep their machines running with OEM parts -- to create a better, safer environment, is just tremendous for all involved.
I’ve been fortunate to be able to be a part of so many great things over the years. But bringing the Hall of Fame over and making it an event that coincided with our construction challenges, that was fun. And the telematics standard is the basis for all future digital machine communications, and of course the marketplace is going to be fun, but it’s still coming together.
AEM: While you’re still going to be involved in AEM activities in some capacity, what are you going to miss most working as a full-time employee of the association?
Cervero: What I’ll really miss is all the opportunities to ideate and create something. Whether it’s a revenue-generating project, a theme at the Annual Conference, or something like the Tech Experience at CONEXPO-CON/AGG. Just being able to do that – come up with solutions and then actually make it happen – is something I’m going to miss about working at AEM.
To me, that’s been the most fun aspect about the Annual Conference. It’s been a small group who works on it, and I’ve always been kind of allowed to do whatever I want. It’s been so much fun, and I like to have fun.
AEM: Any advice you want to share based on your time spent working at AEM and in the industry?
Al 4Cervero: I’ve received a lot of comments from people over the years saying, “I was young, you chatted with me and always seemed willing to make time. If I had a problem, you always helped me to try and fix it or create solutions.”
So, with that in mind, my advice is quite simple: Never think you’re too good to talk to anybody, and never miss an opportunity to talk to somebody. And along those lines, if you can help someone out – whether that’s with something at work or something else going on in their lives – don’t hesitate to do it.
I think it’s because I started my career as a security guard. And what I did every morning, and I didn’t have to do it, is I welcomed everyone to work as they were coming into the front door of the factory. Then I was moved out to the corporate headquarters, and I didn’t have to do it there, either. But I did. And I got to know the president of the company by doing it.
So, the bottom line is, if you talk to someone long enough, you’re going to find value in him or her. And they’re going to find value in you. Also, be nice. Because what eventually happens is, you talk to someone one day, and it ends up being the right person in the right situation and the right time. And that allows you do go on and accomplish great things together.
