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GROUNDBREAKING NEWSIndustry Leaders Working to Make AEM’s “Construction Challenge” a SuccessThe construction industry faces acontinuing shortage of skilledworkers to manufacture, maintainand operate today’s technologicallysophisticated construction equipment.According to the Associationof Equipment Manufacturers(AEM), the average age of workersin the industry is 52 years old, withtheir pending retirements reducingthe talent pool at the same time thatthe industry is predicted to add 1million jobs by 2012.In response to this imminentchallenge faced throughout theAEM’s “Construction Challenge” is part of an ongoing effort to attractconstruction industry, AEM earlierthe best and brightest young people to the construction industry.this year announced the formationof the “Construction Challenge,” a unique endeavor and develop criticallife and job skills such as the industry, its employees and itsinvolved because of its passion forspecial youth-oriented criticalthinking and creative problem-solvingcompetition, which AEM devel-— directly advancing industry that passion and enthusiasm inteamwork and strategic thinking customers. “We want to encourageoped in partnership with experts at efforts to ensure a talented workforcefor the future.strate that there are exciting andtoday’s young people and demon-Destination ImagiNation Inc.The Construction Challenge is Over the last few months challenging opportunities in thepart of AEM’s ongoing efforts to several companies have taken construction and related fields forattract the best and brightest young advantage of the opportunity, career growth,” Studdert said.people to the construction industry including the likes of industry The Challenge will start with sixin professions ranging from manufacturingto in-the-field careers. It Case Construction Equipment, United States in January 2008 —leaders such as John Deere, regional events held across thewill focus on three areas: awareness Caterpillar, NES Rentals, Terex, including the West (California),of construction-related jobs, constructionequipment and manufac-Industries, Manitowoc, BOMAG, England (New Jersey), East CentralDitch Witch, Cummins, Astec Southeast (Georgia), East/Newturing, and infrastructure awareness. Genie, Wacker, Gradall, Stone (Ohio), Southeast (Texas) andIn the end, the Challenge is designed Construction Equipment, Trimble, Midwest (Wisconsin) regions.to bring attention to the importance Link-Belt, Bridgestone Firestone, Winning teams qualify to participatein the finals competition inof the construction industry and the MTU Detroit Diesel, Power Curbers,benefits it provides.Metso Minerals and the American March 2008 during AEM’s internationalCONEXPO CON/AGG expo-“The Challenge is also about Rental Association (ARA).having fun, and we’ve structured it “The construction industry sition in Las Vegas.to generate excitement among the builds the infrastructure we all The Challenge finals, which feature60 teams of high school stu-young people and adults who will depend on for our way of life,” saidbe involved,” stated AEM marketingdirector Nicole Hallada. John Deere Construction & dialogue segment is comprised of aJim Orr, director of marketing for dents, include three segments. TheSince the program was launched Forestry. “We’re excited to be a part researched presentation with moderateddiscussion and debate on theearlier this year, AEM has been of this event, which gives studentsurging companies in the constructionindustry to sponsor teams of business while developing critical infrastructure and quality of life.the opportunity to learn about our relationships between constructionhigh school students to participate life and job skills.”The product development segmentin the Challenge finals. Through According to NES Rentals chairmanand CEO Andy Studdert, the design and develop a new product,requires each team to research,sponsorship, companies enablestudents to take advantage of the equipment rental giant got while the “Road Warrior” segment12 Utility Contractor | August 2007