Monroe Tractor welcomed contractors, municipal fleet managers, landscapers and equipment operators to its Westborough, Mass., location Sept. 10, 2026, for an open house.
The event featured equipment demonstrations, manufacturer representatives, customer activities and an opportunity to tour the dealership's facilities.
The open house brought together customers from throughout eastern Massachusetts and Rhode Island for a firsthand look at Monroe Tractor's equipment offerings, product support capabilities and the manufacturers represented by the dealership.
According to Richard Longbottom, branch manager of Monroe Tractor's Massachusetts and Rhode Island operations, the open house was designed to give existing and prospective customers an opportunity to become more familiar with the dealership, its equipment and its personnel.
Equipment on display included machines from CASE Construction Equipment and Dynapac, along with snow and ice removal products from Kage and Arctic. Representatives from several manufacturers and suppliers were on hand to discuss their products and answer customer questions.
Additional participating companies included engcon, which demonstrated its tiltrotator technology; Okada; and Genex, which showcased hydraulic hammer offerings; and Digital Iron, a provider of technology solutions for equipment dealerships.
One of the highlights was an opportunity for attendees to operate equipment and experience its capabilities firsthand. A Case WX175 wheeled excavator equipped with an engcon tiltrotator was available for demonstrations, allowing customers to see the attachment's versatility and maneuverability. A Case CX60 excavator also was available for attendees to operate.
Adding a competitive element to the day, Monroe Tractor organized an equipment rodeo featuring a Case 580 tractor loader backhoe. Participants tested their operating skills while competing for prizes, including a pressure washer. Additional giveaways included a generator set.
Visitors entered through the dealership's workshop, providing an opportunity to see the service facilities before proceeding to the outdoor equipment displays. Monroe Tractor also showcased its mobile road service truck, highlighting the dealership's commitment to supporting customers in the field.
A food truck provided lunch for attendees, giving customers, dealership employees and manufacturer representatives an opportunity to visit in a relaxed setting.
Longbottom said the event was successful in attracting both established customers and individuals who had not previously done business with Monroe Tractor.
He added that one attendee, who was not traditionally a Case customer, subsequently met with the dealership regarding an equipment purchase. According to Longbottom, approximately three customers were pursuing purchases as a result of attending the event.
