Celebrating 100 Years of 4Rivers Equipment

1926 -

4Rivers Equipment has been a staple in the communities it has served since beginning as 'Romer Mercantile' in Holly Colorado in 1926. Roy Romer moves with his family to Holly in 1928, a couple of years after his grandfather has already made the move, and begins the family's new John Deere business.

Romer Mercantile Established - Holly, CO

“One of my most vivid memories is how hard people had to work; everybody worked.”

Two men in front of a building - one in suit and hat, one in overalls and cap

Two-story building with HOLLY visible on facade

1930s -

In 1930, the market crashes and the dust settles in (literally); the region gets hit by the infamous Dust Bowl. The community goes through incredibly hard times during this period of the Great Depression. Through it all, John Deere's roots in Colorado manage to survive some of the most devastating parts of the 20th century.

Roy Romer - Colorado

“It's because of the relationships we had with our customers. It's the kind of relationship John Deere has always had with its customers.”

Black and white photograph of a severe dust storm over a rural landscape

1940s -

John Deere produces transmissions for military tractors, submarine hatches, ammunition, aircraft parts and more during World War II.

1950s -

1955 -

Opened: Lamar, CO

1956 -

John Deere makes a 15 million dollar investment into building manufacturing facilities to build construction machinery separately. One year later, John Deere debuts 15 industrial tractors at the Chicago Road Show.

Roy Romer recalls the partnership with Bruce Young at his family's store materializing during this time. Roy manages the financial side of the business while Bruce does the rest. The partnership flourishes.

In the coming years Roy and Bruce will go up the front range purchasing John Deere ag stores and converting them successfully to industrial businesses.

1960s -

Opened Locations:

Southern Colorado Equipment - Pueblo, CO
Central Colorado Equipment - Colorado Springs, CO
Larimer County Equipment - Fort Collins, CO

*Independent locations operating with shared ownership

1970s -

Larimer County Equipment becomes simply Larimer Equipment to avoid conflict with the county name. This independent location will go on to become Colorado Machinery.

“Richard Broders: I've Been a Customer for 54 Years.”

1977-79

Keith Olson transitions from a corporate role at John Deere to become the manager of Central Colorado Equipment in Colorado Springs. Olson brings all locations together under the name of Colorado Machinery for the construction side, a general partnership. This company will eventually become 4Rivers Equipment.

1980s -

The economic downturn within the country causes steep sales declines.

Keith's approach to weather the storm is to optimize resources and prioritize customer relationships. His philosophy becomes “It's better to secure a deal right now, whatever the terms may be, and build a long-term relationship.” When the economy rebounds in the late 80s, this philosophy proves lucrative for future success. Business booms again in the late 80s, and Keith is tasked to consolidate the three construction (industrial) equipment stores, and does so.

1990s -

2000s -

2003 -

Opened: Frederick, CO

2006 -

Merged: Bi-State Equipment

Fort Collins, CO

Greeley, CO

Created Colorado Equipment for Ag Division

2007 -

Purchased: Moreland Implement

Pueblo, CO

Rocky Ford, CO

2008 -

Opened: Cheyenne, WY (Operated as Wyoming Equipment)

Merged: Strasburg, CO

2009 -

Opened:

Fort Collins, CO

Pueblo West, CO

These stores became combo locations by adding the Agriculture stores into one store with the Construction and Forestry stores.

2013 -

Purchased: Tom Growney Equipment

Albuquerque, NM

Hobbs, NM

Farmington, NM

El Paso, TX

Group of people at ribbon-cutting ceremony outdoors

Group in front of building with John Deere and 4Rivers Equipment logos

Colorado Machinery rebrands as 4Rivers Equipment, honoring the Arkansas, Colorado, Platte, and Rio Grande rivers that originate in the state. “No matter where we expand, business flows from Colorado like the rivers in our name.”

2017 -

Purchased:

Longs Peak Equipment, Longmont, CO

4Rivers got the Wirtgen Contract, and Foursight became a separate entity.

2020 -

After many years serving as Director of Customer Support at James River Equipment, John Shearer joins 4Rivers Equipment and succeeded Keith Olsen as CEO in 2020.

2022 -

Opened: Las Cruces, NM

2023 -

21st Century Equipment partners with 4Rivers Equipment, giving focus to the ag and construction sides of the business respectively.

Partnership

Later that year, 4Rivers acquires the 3 Colorado locations of Honnen Equipment and expands into Commerce City, Grand Junction and Durango.

Acquisition

2024 -

4Rivers Equipment receives the Onyx Circle award (9 times)

4Rivers Core Values

4Rivers Equipment has been serving Colorado communities with John Deere equipment solutions since 1926. Throughout the years, our vision and purpose have remained consistent. We provide the most innovative equipment and machinery and support it with industry-leading service and parts departments. To 4Rivers Equipment, being Your Working Partner means committing to your success and providing innovative solutions with integrity.

Integrity -

Each person will approach every situation at work or in their community with the highest integrity and values. We will not diminish ourselves, 4Rivers, or the manufacturers we represent.

Respect -

We will treat every person whether a customer, fellow employee, or anyone else we come into contact with on a day-to-day basis with the utmost respect they deserve.

Commitment -

We will always be committed to being the best working partner for our customers as well as the employer of choice for our associates. Our commitment will always be based on long term outcomes versus short term gains.

Innovation -

We will always seek out and deploy innovative solutions for our customers, employees and manufacturers that create value for their lives and businesses.