NAICS 532412
Construction Equipment Rental in Santa Rosa, CA
The 2 ZIP codes assigned to Santa Rosa contained 6 Equipment Rental establishments in 2023, of which 3 employed 10 or more people.
- Establishments (2023)
- 6
- 2 ZIP codes
- 10 or more employees
- 3
- Practical financing floor
- Share of county
- 50%
- Sonoma County
- City population
- 179,437
- 2025 estimate
Figures cover the ZIP codes the U.S. Postal Service assigns to Santa Rosa (95403, 95407). ZIP areas are not municipal boundaries: they can extend beyond city limits and are shared between neighbouring places. This is a count of establishments in Santa Rosa's ZIP codes, not a count of businesses inside its city limits.
Establishments by size
Employee-count distribution. For most buyers the businesses worth pursuing sit in the 5 to 49 range: large enough to have a manager and real systems, small enough to be owner-operated.
| Employees | Establishments | Share | Distribution |
|---|---|---|---|
| 1-4 | 3 | 50.0% | |
| 10-19 | 3 | 50.0% |
How this market compares
Santa Rosa against every other city in California on the same measure. City figures cover the ZIP codes assigned to the place rather than its municipal boundary, so they are compared as a share of the businesses in those same ZIP codes rather than per resident. Cities with fewer than 500 businesses in total are left unranked.
This industry takes up a far larger slice of the local business base than it does statewide. A crowded market: expect established competitors and price pressure, but also a deeper pool of businesses to buy.
- Vs state share
- +301%
- Share of local businesses
- Rank by count
- #8
- of 48 cities
- Rank by share
- #32
- of 46 ranked
- Since 2020
- 0%
- Change in establishments
This compares how much of Santa Rosa’s business base is construction equipment rental, against the California figure. Base: 6,121 establishments across all industries in the same ZIP codes, 2023. It does not measure revenue, profitability or whether a market is worth entering.
Business size mix
Santa Rosa is more fragmented than California as a whole: a larger share of very small operators. Fragmented markets are where roll-ups are assembled, and where an owner nearing retirement has no obvious internal buyer.
| Share of establishments | Santa Rosa | California | Difference |
|---|---|---|---|
| Under 5 employeesOwner-operated, often no management layer | 50.0% | 12.8% | +37.2% |
| 5 to 49 employeesThe range most individual buyers target | 50.0% | 14.1% | +35.9% |
| 10 or more employeesPractical floor for acquisition financing | 50.0% | 12.3% | +37.7% |
Nearest comparable markets
The closest places to Santa Rosa that also have Equipment Rental establishments on record. Useful for spotting a gap next door, or realising the market you are looking at is already served from the town over.
| Market | Establishments | Vs state share |
|---|---|---|
| American Canyon | 3 | n/a |
| Richmond | 3 | +693% |
| Benicia | 4 | +1740% |
| Martinez | 4 | +1335% |
| Concord | 4 | +363% |
The wider Sonoma County market
Employment and payroll are reported at county level only, so the figures below describe the county Santa Rosa sits in.
- County establishments (2023)
- 12
- Sonoma County
- County employees
- 138
- Mid-March employment
- County annual payroll
- $14M
- All establishments
What acquirers look at
Balance-sheet businesses where fleet age and utilization matter more than the income statement. Asset value supports leverage that service businesses cannot.
Other industries in Santa Rosa
Nearby cities
Sources
- U.S. Census Bureau, 2023 ZIP Code Business Patterns. Establishment counts and size distribution by ZIP code and NAICS, aggregated over the ZIP codes assigned to each city. Retrieved 2026-09-08.
- U.S. Census Bureau, 2023 County Business Patterns. Establishment counts, employment and annual payroll by NAICS. Retrieved 2026-09-08.
- U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages (2026Q1). Quarterly establishment counts and employment for employers covered by unemployment insurance. Retrieved 2026-09-08.