About W.A. Rose Construction

W.A. Rose Construction is a Bay Area general contractor with more than 80 years of experience. Our expertise includes commercial, schools and nonprofits, public works and residential sectors. W.A. Rose specializes in tenant improvement projects, school renovations, structural upgrades and home-remodeling projects. 

Founded in 1936 in the heart of downtown Oakland, W.A. Rose has built a reputation for high-quality work. As a Small Local Business Enterprise (SLBE) for the City of Oakland, Alameda County and Port of Oakland, we’ve built a network of reliable, skilled craftsman to ensure consistently high-quality results. We take pride in our local heritage and our responsive, collaborative approach to client needs.

Why W.A. Rose?

On Time, On Budget

We’ve built an enviable reputation for meeting budgets and schedules. Clients can count on worksites that are organized, clean and professionally managed.

Skilled Craftsmanship; Pride in Quality Work

Recognized for our expertise and attention to detail.

Customer-first Service

Responsive and nimble; able to adapt to client needs.

SLBE Oakland Certification

Our certification as a Small Local Business Enterprise (SLBE) with the City of Oakland, County of Alameda and Port of Oakland demonstrates our commitment to our local community. This certification also makes W.A. Rose an ideal partner for larger construction companies seeking a collaborator to meet local participation requirements.

Problem Solvers for Projects Large and Small

Demonstrated ability to resolve challenges and stay on track.

Trusted Partner

Building relationships with our clients, team and subcontractors.

Our Team

RECO owner Dan Pitcock



For Dan Pitcock, the second-generation owner of Roberts Electric, his relationship with W.A. Rose Construction goes back to 1960 when his parents began their business relationship with the company. He bought W.A. Rose to continue that legacy. 

Dan graduated from UC Berkeley, is a Certified Green Building Professional and supports a number of East Bay community organizations and programs, including Oakland Technical High School’s Field of Dreams Baseball Program and the Lake Merritt-Uptown District Association; he is also a member of Oakland’s Parks and Recreation Board and is a Certified Green Building Professional.

What Dan’s clients love about him

Dan’s an Oakland guy. He grew up here and it’s here where he’s raised his family. He loves the energy, growth and development that Oakland is experiencing now. He’s been an Oakland business owner for more than 25 years, has survived the economic downturns and understands the power of the relationships that have helped him grow his business. Dan is unfailingly loyal and never forgets that, as contractors, we’ve been invited into people’s homes and businesses to create value, realize visions, and solve problems.

Something you may not know about Dan

Dan rowed crew at Cal, loves baseball and grew up listening to Lon Simmons on a beat-up old transistor radio. Some of his favorite memories include the years he spent coaching his son’s baseball team. A loyal Giants fan, he looks forward every season to his W.A. Rose promotional spot on Marty Lurie’s weekend program on KNBR.



General Manager

Jocelyn Newell joined W.A. Rose in 2012 as a Project Manager and was promoted to General Manager in 2015. She has more than 13 years of comprehensive construction industry experience in a wide range of roles. Jocelyn regularly manages several jobs at a time from job walkthrough, estimating and managing client relationships through all phases of the construction process. Jocelyn is a graduate of CalState East Bay.

What Jocelyn’s clients love about her

No drama. She always shows up when she says she will. She has an amazing ability to manage the details of multiple jobs and keep them all on track. She’s been doing this a long time and learned early on that nobody likes surprises on construction projects.

Jocelyn at work

An Orinda master bathroom remodel is representative of the way that Jocelyn works with her clients. “Our clients needed to have the project completed before they returned from their six-week vacation, so we began planning months in advance. We couldn’t leave anything to chance and preordered all materials, stored them onsite and committed our subcontractors to specific dates to keep the project on track. We worked some weekends and many evenings to stay on schedule. Happily, our careful planning paid off—our clients were delighted with their new bathroom.”

Something you may not know about Jocelyn

She grew up in a family of ten kids. Jocelyn learned at a very early age that she was just one person on a very large team--there’s no room for princesses in large families.

 WARose Construction, Barry Reite, project foreman



Barry Reite joined the W.A. Rose team in 2012; since then, he has focused on the company’s residential and commercial projects. A union carpenter for more than 14 years, Barry has spent most of his working life in the construction industry. He learned the business from his father, who began taking him on jobs when he was old enough to swing a hammer.

“I had many great teachers who helped me become the craftsman that I have become, including my father, who worked at W.A. Rose as both a carpenter and estimator.” While the majority of Barry’s projects have been residential, he has worked on numerous commercial renovation projects, including Oakland’s Fox Theater, San Jose Airport and a Jack London Square commercial property.

What Barry’s clients love about him

As W.A. Rose’s Foreman, Barry plays a key role in managing manpower and subcontractors, keeping projects on schedule. He’s a problem-solver who loves challenges and complexity. “It’s very satisfying to finish a project and have a happy client at the end of the job.”

Something you may not know about Barry

Barry grew up in Pleasant Hill, and still lives in his old neighborhood. When he’s not working, he loves to get out on the East Bay’s back trails on his dirt bike. With a little help from friends, he’s also been restoring a Datsun 510. Watch for news about Barry at Sonoma Raceway, Buttonwillow Raceway Park and Pikes Peak in 2018.

WARose Construction Susan Webb, special projects and administration


Business Operations Manager

Susan Webb joined W.A. Rose in February, 2018, and bringsa broad range of business experience to her job. For more than seven years, she was the Executive Director of the Japanese American Chamber of Commerce of Silicon Valley, responsible for the organization’s management and operations. She provided business counseling to business owners and managers. As the spokesperson, Susan represented the Chamber at business mixers and city-sponsored events. For charter school EBIA, she established efficient and effective business operations and procedures. As the Communication Coordinator at Minted, Susan managed the distribution of mission-critical, cross-channel information to front-line teams. As Hiring Manager at CSS Home Care, Susan hired 1-5 caregivers a week, developed and managed ongoing training programs for caregivers. Susan graduated from San Jose State University with a B.S. in Kinesiology.

What clients love about Susan

Attention to detail. Great communication skills and follow-up. Meets deadlines. A high degree of professionalism and integrity. Gets stuff done.

Something you don’t know about Susan

Previously a personal trainerwho developed fitness programs for all ages. Owned a martial arts studio. Loves to cook. Spends weekends hiking the Oakland Hills.


An old motto rings true today: Quality is remembered long after the job is done.

W.A. Rose was founded in 1936 in downtown Oakland by W.A., “Bill” Rose, an insurance repair specialist who had been working for his father’s well-known construction company, A.H. Rose and Co. Bill established his own reconstruction business based on strong community relationships, reliable service and quality work. These are the principles that remain in place today.

In 2008, Bill Rose’s wife Alma sold the company to Dan Pitcock, the second-generation owner of Roberts Electric (RECO), also founded in downtown Oakland in the 1940s. W.A. Rose and Roberts Electric had been doing business together and sharing clients for more than 50 years. W.A. Rose and Alma had known Dan nearly all his life. Dan wired his first kitchen when he was just 16, and found his passion in the electrical and construction industries. For Dan, buying the company represented an opportunity to keep an Oakland construction company alive, continuing a tradition of quality work and commitment to community, clients and service partners.