Are you saying that the equipment itself has only one plug, and it is designed to connect with a 30 amp outlet?  If so, you will need to install a 20 amp circuit with a 20 amp receptacle somewhere in the vicinity of the closet.  It can be inside the closet or on a nearby wall.  Think of it as being used for an iron, which is a laundry-related appliance.  Obviously, they won't be able to do their ironing inside the closet.  But they may be able to put up the ironing board near the closet.  Nothing in the code tells us what the owner is required to plug into the laundry outlet.  
On the other hand, does the equipment have two plugs, one configured for a 30 amp outlet and the other configured for a standard 20 amp outlet?  If so, you will need a separate 20 amp circuit anyway.