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Rochester Chamber Top 100: Focus on service drives company’s growth

Rochester Business Journal
September 23, 2016

Providing superior customer service while expanding its geographic reach has proved to be a successful formula for Admar Supply Co. Inc., its leader said.

“Our focus in on constant improvement,” President Joel DiMarco said. “The market, customer needs and products are always changing, and you have to stay on top of it all.”

The Brighton firm rents, sells and services light construction equipment that is used by contractors, landscapers, municipalities and general consumers.

The business employs roughly 270 workers companywide at eight locations in New York and Pennsylvania, up from 252 employees last year. It employs some 90 workers in the Rochester area.

DiMarco said he expects Admar to see an increase in annual sales this year, estimating annual sales growth of 6.4 percent. Sales were up 11 percent in 2015.

Recent and current projects include the SolarCity Corp. factory in Buffalo, as well as improvements to the Buffalo Bills’ stadium, New Era Field, in Orchard Park, Erie County.

In Rochester, Admar is supplying equipment to help build Monroe Community College’s new campus downtown and for the Inner Loop East Transformation project on the eastern border of the city’s central business district.

Continuing to expand geographically is a company goal, DiMarco said.

That includes additional locations in New York and possibly Ohio. Future targets for expansion include Connecticut, New Jersey, Virginia and Maryland. 

The firm will continue to introduce new product lines into the marketplace and grow the services side of its business, as well, DiMarco said.

Admar is committed to training and recently added a corporate service manager and a corporate trainer to oversee all the company sites.

“We want to keep the growth going,” DiMarco said.

Rick Herman, CEO of the Rochester Home Builders Association, said customer service is always a top priority for Admar.

“All of their employees are well-trained and help guide their contractors to make the right decisions on buying, leasing and rental of construction equipment and supplies,” Herman said.

Bob Morgan, CEO of Brighton-based Upstate Roofing & Painting Inc., has been doing business with Admar for decades.

Morgan said Admar’s convenience—it is located down the street from his firm—as well as its flexibility and ample inventory are all reasons why he has a longstanding business relationship with the company.

“In our industry you aren’t always able to plan ahead,” Morgan said. “If there’s an emergency, I know if I call Admar there will always be something available.”

Admar was founded in 1972 by DiMarco’s father, John DiMarco Sr., and his uncle, Richard DiMarco Sr.—two experienced contractors—but the company’s origins date back more than a century.

In 1902, Joel DiMarco’s great-grandfather formed Domenico Giamberdino Construction, which would be the catalyst for four generations of construction-related entrepreneurial efforts that have evolved into what is now the DiMarco Group.

Its family of companies includes DiMarco Constructors LLC, general contracting; Baldwin Real Estate Corp., property management; J. DiMarco Builders Inc., facilities maintenance; JD Aviation LLC, private jet charters; and Admar.

John DiMarco, Joel DiMarco’s brother, oversees the DiMarco Group and DiMarco Constructors. Joel DiMarco leads Admar and his cousin, Richard DiMarco II, serves as executive vice president.

A current challenge is managing the increasing cost of business operations in areas from health care to meeting federal regulations, Joel DiMarco said. For example, Admar has been working on meeting a new federal emissions policy that affects the design of its equipments’ engines.

The benefit is that the regulations mean engines that run better and help the environment; the challenge for the firm is that designing and maintaining the engines initially means increased expenses, he explained.

Moving forward, the firm will continue to focus on its customers and consistent growth, DiMarco said.

“It’s worked for us so far,” he added. 

The Rochester Chamber Top 100 program is presented by the Greater Rochester Chamber of Commerce and KPMG LLP. Launched in 1987, it recognizes the fastest-growing private companies in Greater Rochester. The 2016 Rochester Top 100 event will be held Nov. 3. For more information, go to

Admar Supply Co. Inc.
Rents, sells and services light construction equipment,
Year founded: 1972
2015 ranking: 51
Top executive: Joel DiMarco, president
Current employment: 272 (90 local)
Headquarters: Brighton

9/23/2016 (c) 2016 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email

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