This was a pretty big sporting goods store that included a ski/snowboard rental shop. The skis I ordered did not come in time for my ski weekend so I had to rent just skis. $10 a day. Better than the $23 a day in Mammoth.
If you are going to spend the night in the backcountry, you'll need to stop by the White Mountain Ranger Station first to get your permit. They are free and available the day before you intend to go in, at 11 am.
First come, first serve. There are trailhead quotas.
If you are absolutely sure you want to be on a certain trail head and your trip is do or die, pay the $5 and reserve your permit months in advance
Equipment: This place sells local topo maps and also rents bear cannisters.