[Job story] Roger Construction Shares Family Business

They say dirt runs through their blood at Rogers Construction Co., a family business continuing its legacy in southern Utah.

Through the desert air and rolling rocky terrain lies the town of St. George, Utah. The area, nicknamed Utah’s Dixie, offers a stunning view of Zion National Park and the Pine Valley Mountains in the distance.

Located between Las Vegas and Salt Lake City, locals joke that St. George is a few hours from everything. But for the Rogers family, owners of Rogers Construction Inc., St. George is the center of their family and business.

Operating a construction and excavating business and working the land in a place like St. George is certainly a challenge.

“In southern Utah, we have a whole variety of different kinds of rock. We have basalt or lava rocks, sandstone, and mudstone that are almost hard as steel. We need durability in our machines to handle it.”

said Landon Rogers, Rogers Construction supervisor, and third-generation family member.

They call it “digging,” but when you see the machines tear into the red Utah rock, you’ll see it’s actually more of a “carving” process. For much of their work, they use ripper attachments to assist in breaking through the tough ground.

“In the sandstone areas, we’ve found that a 30-ton class Hitachi can routinely rip and tear at the sandstone and develop a fillable material out of it. That’s huge for us. Hitachi really holds up in the solid rock that we work in.”

Landon said.

The machines have held up so much so, that Rogers’ entire fleet of excavators is exclusively Hitachi orange. Curtis Rogers, Rogers Construction president, and second-generation owner noted that Hitachi has always been their choice. The firm has been growing its fleet since it began in 1965.

“Hitachi had stuck out to us from the beginning. The control and the feel that you have in the machine doesn’t compare to the competition. My operators always enjoy running Hitachi equipment. When you find something good, you stick with it.”

Curtis said.

And stuck with it they have. Their Hitachi loyalty is especially noticeable when they describe their lineup.

“Oh gosh, we’ve got a lot of Hitachis. We’ve still got ‘Old Bertha,’ a big EX400 with 15,000 hours on it. Then we’ve got minis all the way up to our new 350. So, it’s pretty exciting when a new machine joins our fleet because we know it’s going to be around for a long time. If Hitachi made pickup trucks, we’d have to buy those, too,”

Landon smiled.

Total Ownership

Not only has the Rogers family grown their fleet over the years, but they’ve also grown their footprint. While the company works on many construction projects in the area, they’re also known for purchasing and developing large plots of land themselves.

Recently, the Rogers family sold land they purchased decades ago to build a housing development as well as a new medical facility.

“The way we buy and develop our own land is a bit unique. It’s definitely a long-term investment. My family bought some of the lands we’re developing today over 30 years ago. You have to have the patience for it to pay off.”

Landon said.

A lot of the land they purchased years ago was on the outskirts of town. Now, as St. George grows, their land’s value does, too. The subdivision they’re currently developing will feature some of the most high-end realty in the area.

“We’re developing 52 lots in the red sandstone cliffs. With the rocky terrain, we’re essentially carving out spots for these houses. With the topography and materials, each lot is its own unique challenge. But in the end, these houses will be worth roughly three to five million dollars.”

Landon said.

Developing the tough land day in and day out requires durability from their excavators.

“We’ve found that the Hitachis can dig through about any rock here that we have. And that’s saying something. Overall, we’ve found that as far as pins, bushings, and boom structures go, Hitachi just holds up over the long run digging in this tough material.”

Landon said.

Game-Changing Efficiency

When it comes to increasing efficiency, every little bit makes a difference for the bottom-line. Landon thinks fuel consumption is a large part of what makes Hitachi stand out.

“Our fuel consumption savings with Hitachi is huge. I feel like I get so much more work done with Hitachi and the Isuzu engine than other competitive machines. That’s another huge factor for us as owners and operators.”

Landon said.

A large part of staying up to date with their machinery is the support they receive from their dealer, Honnen Equipment.

“Our dealer has been excellent in finding us the right Hitachi equipment. We have a really strong business relationship, and I feel like they’re always watching out for us.”

Landon said.

Honnen’s support and parts availability has been a large part of increasing Rogers’ uptime.

“The biggest thing they do is truly care, and always touch base and get us what we need. If we need a filter or anything, they’re there. That saves us time and money, which we really appreciate.”

Landon said.

The one caveat about working with the Rogers family from the dealership side is that they’re pretty stubborn about what they test drive.

“Yeah, we don’t even really consider machines that aren’t Hitachi. Every time that I get into another competitor’s machine, I always want to get right back into my Hitachi.”

Landon smiled.

Dirt Runs in their veins

On-site at any Rogers Construction job, one thing is clear: family is important. As a family-owned company, they’ve created a culture where even the employees that aren’t family are treated like they are.

“Dirt runs through our blood. My grandpa got involved in the construction industry and started the business, and he’s worked to grow it ever since with my dad.”

Landon said.

Landon’s grandpa and Curtis’ dad, Richard Rogers, is a somewhat gregarious and strong-willed man and is known by everyone in town as “Rocket.”

“My dad used to drive freight for a company that was called Ringsby Rocket. Some people don’t even know his real name.”

Curtis said.

Landon being able to see his dad and grandfather work together for all these years is something he cherishes.

“I have had so much pride working with them. But I think overall, working with my dad has created a stronger father-son relationship.”

Landon said.

Landon’s dad, Curtis, echoed how important family is to him.

“Family is everything to me. It means more than all of this machinery or all of the money in the world.”

Curtis said.

Curtis hopes Landon’s three-year-old son, Lincoln, will be the next generation of the company.

“I’d love to see the company go on for another 50 years. Landon’s got a son and he loves tractors, so I’m hoping there’d be a time he’d be in the business. We’ll keep on digging dirt for a lifetime.”

Curtis said.