<font color=red>CORRECTED:</font> Ariens Goes All-American for 90th Anniversary

CORRECTION: In November 2005, Lawn & Lanscape Online erroneously reported that Ariens was celebrating its 90th anniversary in 2006. It is not Ariens, but the company's Gravely brand that is celebrating 90 years in business this year. Lawn & Landscape regrets the error. The corrected article follows. 

BRILLION, Wis. – As 2005 winds down Ariens Co. has released details of some of the big plans the company has for 2006 – the 90th anniversary year for the company's Gravely brand of mowers. Primarily, the company has signed on legendary country music artist Charlie Daniels as a spokesperson to help commemorate the anniversary.

Recognizing Daniels’ all-American spirit, company President Dan Ariens asked, “Who better to help us communicate the heritage of this American-made brand? We were drawn to Charlie Daniels because he has an incomparable ability to tell the stories that capture the soul of America.”

In conjunction with the sponsorship, Gravely dealers will have access to a special edition Charlie Daniels Band CD featuring a playlist of America-inspired music. Additionally, Ariens/Gravely Partner Plus dealers will have additional marketing opportunities made available to them, including ticket packages for 100 concert dates, “meet and greet” events and personal appearances at dealerships. Daniels will be featured in Gravely anniversary advertising and point-of-sale materials throughout the year.

Beyond its marketing materials, Gravely is spending a portion of its big anniversary year looking for its biggest fan. The company announced at the International Lawn, Garden & Power Equipment EXPO in October that its All-American Gravely Fan Contest will roll out in January 2006.

Dan Ariens acknowledges that Gravely mowers are made in the USA and that Gravely represents the best that great American brands have to offer. “The Gravely brand has such a rich heritage and a tremendous following of fans,” he says. “The enthusiasm dates back to the days of the two-wheel tractor and carries over to the newer commercial zero-turns. We wanted to create a forum where diehard Gravely fans could display their passion and share their hard work with Gravely fans everywhere.”

To do so, beginning on Jan. 1, 2006, and ending Mar. 31, 2006, Gravely owners can register at www.gravelycontest.com to vie for the title of “biggest fan.” Entrants will be asked to upload a photo of their equipment and answer one of the following three questions:

• What is your biggest accomplishment with your Gravely?
• Why is Gravely a “Great American Brand”?
• What would you be willing to give up before you’d give up your Gravely?

Gravely fans who don’t have equipment to display online will have the opportunity to visit the Web site and vote for their favorite entrant beginning on April 1, 2006. The five entries to receive the most votes each will receive a Gravely anniversary t-shirt and hat, a set of Collectors’ Series Trading Cards, and will be invited to display their Gravelys at the 2006 Gravely Mow In and the 2006 Ariens Dealer Summit, where Gravely’s Biggest Fan will be announced.

Current Ariens fans – that is, the company’s own employees – are already getting in on 90th anniversary fun with the opportunity to build commemorative mowers for the celebration. Ariens Co. has commissioned some of its emeployees to build the commemorative mowers in time to display them at EXPO 2006 to be held in Louisville, Ky., Oct. 6 to 8, 2006.

The first piece of “souped-up” equipment is a Gravely® 260Z designed by Ariens employee Dan Brault. Working with a “street-rod” theme, Brault modified the mower with chrome and specialty paint, and replaced the traditional leather seat with gray tweed embroidered with the Gravely logo. Brault is involved with World of Wheels and will display the model at an upcoming event.

The second commemorative vehicle is a rebuilt 1959 Gravely® 2-Wheel Tractor. The employee team of Jim Laughrin, Mike Geiger and Nick Ruppenthal took special pride in rebuilding this piece of Gravely history. Using all of the original components, the 2-wheel tractor was modified with chrome and painted with automotive paint, and received a complete cleaning. From start to finish, it took the team a little over a month to rebuild the 2-wheel tractor.